Which of the following is a reason for using an integrated marketing communications strategy quizlet?
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Which of the following is a difference between a push and a pull strategy? Show B) Wholesalers are targeted in a push strategy, while end consumers are targeted in a pull strategy. C) Social media is used in a push strategy, while personal selling is used in a pull strategy D) A push strategy focuses on content marketing, while a pull strategy focuses on offering aggressive discounts
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Terms in this set (42)Promotional Mix (marketing communications mix) The specific blend of promotional tools that the company uses to persuasively communicate customer value and build customer relationships 1. advertising Advertising any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor Sales Promotion short-term incentives to encourage the purchase or sale of a product or service Personal selling personal customer interactions by the firm's sales force for the purpose of engaging customers, making sales, and building customer relationships Public Relations Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events
Direct and digital marketing engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. Factors changing Marketing Communications 1. consumers - better informed and more communications empowered Content Marketing creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned, and shared channels. Integrated Marketing communications (IMC) carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. video convergence Combines Tv's core strength - vast reach - with digital's better targeting, interaction, and engagement Elements in the Communication Process 1. sender - The
party sending the message to another party Steps in developing effective marketing communication 1. Identify the target audience Identifying the target audience The audience may be current users or potential buyers, those who make the buying decision or those who influence it. The audience may be individuals, groups, special publics, or the general publics. The target audience will heavily affect the communicators decision on what will be said, how it will be said, when it will be said, where it will be said, and who will say it Determining the Communication objectives Usually seek a purchase response; the marketing communicator needs to know where the target audience now stands and to what stage it needs to be moved. The target audience may be in any of the six buyer-readiness stages. Buyer-readiness stages 1. awareness Designing a Message Message should get attention, hold interest, arouse desire, and obtain action - known as the AIDA model 1. Message content - what to say Message content 1. rational appeals - relate to the audience's self interest Message Structure Issues 1. whether to draw a conclusion or leave it to the audience Message Format needs to grab attention and engage consumers Choosing Communication Channels Two broad types: Word of mouth influence the impact of the personal words and recommendations of trusted friends, family, associates, and other consumers on buying behavior carries great weight for products that are expensive, risky, or highly visible. opinion leaders people whose opinions are sought by others - by supplying influencers with the product on attractive terms or by educating them so that they can inform others Buzz marketing cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities Nonpersonal communication channels 1. Media - printed media (newspapers, magazines, direct mail) broadcast media (tv, radio) display media (signs, posters) and online media Selecting the message source highly credible or popular sources are more persuasive Collecting feedback asking target audience members whether they remember the content, how many times they saw it, what points they recall, how they felt about the content, and their past and present attitudes toward the brand and company Promotion Spending 1. 10-12% of sales for
consumer packaged goods Methods for setting the advertising budget 1. affordable method affordable method setting the promotion budget at the level management thinks the company can afford. 1. start with total revenues, deduct operating expenses and capital outlays, and devote some portion of the remaining funds to advertising percentage-of-sales Method Setting their promotion budget at a certain percentage of current or forecasted sales 1. wrongly views sales as the cause of promotion rather than the result Competitive-Parity Method Setting their promotion budgets to match competitors' outlays Arguments: NEITHER ARGUMENTS ARE VALID objective-and-task method Company sets its promotion budget based on what it wants to accomplish with promotion. Developing the promotion budget by: 1. defining specific promotion objectives Forces management to spell out its assumptions about the relationship between dollars spent and promotion results. Advantages of Advertising 1. can reach masses of geographically dispersed buyers at a low cost per exposure, and it enables the seller to repeat a message many times. disadvantages of advertising 1. mass media advertising is impersonal and lacks the direct persuasiveness of sales people. Advantages of Personal selling 1. Most effective tool at certain stages of the buying process, particularly in building up buyers' preferences, convictions, and
actions. Disadvantages of personal selling 1. a salesforce requires a longer-term commitment than does advertising. Advantages of sales promotion 1. attract customer attention, engage consumers, offer strong incentives to purchase, and can be used to dramatize product offers and boost sagging sales. Disadvantages of sales promotion 1. effects can be short lived, and often are not as effective as advertising or personal selling in building long-run brand preference and customer relationships Advantages of public relations 1. very believable - news stories, features, sponsorships, and events seem more real and believable than ads do. Direct and Digital Marketing Characteristics directed to specific customer or community; immediate and personalized, interactive. push strategy promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to channel members who in turn promote it to final consumers. pull strategy calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that "pulls" the product through the channel. Sets with similar termsMKTG 300 - Chapter 1443 terms bellaboo93 Marketing Chapter 1446 terms xosballuvrox Principles of Marketing Chapter 1442 terms hweiss3 Kotler|Armstrong Principles of Marketing Chapter 1…28 terms Tlive777 Sets found in the same folderPrinciples of Marketing Kotler and Armstrong 14th…18 terms mary_devos Fin 3403 Chapter 159 terms taracsmith2000 Principles of Marketing Kotler & Armstrong 14th ed…10 terms
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