Which of the following is a reason for using an integrated marketing communications strategy quizlet?

Which of the following is a difference between a push and a pull strategy?
A]No intermediaries are involved in a push strategy, while wholesalers and retailers are involved in a pull strategy.

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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1. Social Science
2. Business
3. Advertising

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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
2. sales promotion
3. personal selling
4. Public relations [PR]
5. Direct and digital marketing

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
2. marketing strategies - focused marketing programs rather than mass marketing
3. Digital technology - easier to communicate with customers

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
2. encoding - the process of putting thought into symbolic form
3. message - the set of symbols that the sender transmits
4. media - the communication channels which the message moves
5. decoding - Receiver assigns meaning to the symbols
6. receiver - the party receiving the message sent by another party
7. response - reaction of the receiver
8. feedback -receiver's response communicated back to the sender
9. Noise - the unplanned static or distortion during the communication process

Steps in developing effective marketing communication

1. Identify the target audience
2. determining the communication objectives
3. designing a message
4. choosing communication channels and media
5. Selecting the message source
6. collecting feedback

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
2. knowlege
3. liking
4. preference
5. conviction
6. purchase

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
2. Message structure and format - how to say it

Message content

1. rational appeals - relate to the audience's self interest
2. Emotional appeals - attempt to stir up either negative or positive emotions that can motivate purchase
3. moral appeals - directed to sense of what is "right and proper"

Message Structure Issues

1. whether to draw a conclusion or leave it to the audience
2. whether to present the strongest arguments first or last
3. whether to present a one-sided argument [product's strengths] or a two- sided argument [strengths and shortcomings]

Message Format

needs to grab attention and engage consumers

Choosing Communication Channels

Two broad types:
1. personal communication channels - two or more people communicate directly with each other, including face-to-face, on the phone, via mail or email, or even through texting or an internet chat.
2. Nonpersonal channels - media that carry messages without personal contact or feedback, including major media, atmospheres, and events.

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
2. Atmospheres - designing environments that create or reinforce the buyer's leanings toward buying a product
3. Events - staged occurrences that communicate messages to target audiences

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
2. 20% for cosmetics
3. 1.9% for household appliances

Methods for setting the advertising budget

1. affordable method
2. percentage of sales method
3. competitive-parity method
4. objective-and-task 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
2. Completely ignores the effects of promotion on sales

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
- based on the availability of funds rather than on opportunities
2. does not provide any basis for choosing a specific percentage

Competitive-Parity Method

Setting their promotion budgets to match competitors' outlays

Arguments:
1. Competitors' budgets represent the collective wisdom of the industry
2. spending what competitors do helps prevent promotion wars

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
2. determining the tasks needed to achieve these objectives
3. estimating the costs of performing these tasks

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.
2. Large scale advertising says something positive about the seller's size, popularity, and success
3. Very expressive; it allows the company to dramatize its products through the artful use of visuals, print, sound, and color.

disadvantages of advertising

1. mass media advertising is impersonal and lacks the direct persuasiveness of sales people.
2. can be very costly

Advantages of Personal selling

1. Most effective tool at certain stages of the buying process, particularly in building up buyers' preferences, convictions, and actions.
2. Involves personal interaction between two or more people, so each person can observe the other's needs and characteristics and make quick adjustments
3. allows all kinds of customer relations to form
4. Buyers feel greater need to listen and respond.

Disadvantages of personal selling

1. a salesforce requires a longer-term commitment than does advertising.
2. Company's most expensive promotional tool [$600 or more per sales call] three times as much on personal selling as they do on 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.
2. Invites and reward quick responses

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.
2. PR reaches many prospects who avoid salespeople and advertisements.
3. Dramatize a company or product
4. marketers tend to underuse public relations

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.

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