Fichas
Promotion and Integrated Marketing Communications
Fichas del conjunto (10)
- 1what is the promotional mix and what are the 4 types of promotion?the specific mix of advertising, personal selling, sales promotion and public relations that a firm uses to persue its advertising and marketing objectives
- 2what is integrated marketing communications?the concept under which a company integrates it's communication channels to deliver a clear, consistent, compelling message.
needs to be coherent - 3what are the 2 strategies used to promote a product or service?push strategy: use sales force/trade promotion to push product through channels
pull strategy: calls for advertising and consumer promotion to build consumer demand that will pull product through channels - 4what are the 4 major decisions in advertising?1. objective setting
2. budget decisions
3. message decision
4. media deicisons
then - advertising evaluation-communication impact, sales and profit impact, return on adversiting - 53 types of advertising advertinsing (aims of advertising)informative
persuasuve
reminder - 64 things to consider when selecting advertising media1. reach (% of TM exposed to ad)
2. frequency (how many times average person will see ad)
3. timing
4. impact (the qualitative value of a message) - 73 ways you can evaluate an advertisement's effectiveness?-measure/testing
-pre-testing (before campaign run, may involve mock ad's)
-post-testing (statistical analysis of sales data, brand recognition, recall) - 8what is direct marketing?the direct communications with carefully targeted individual consumers to obtain an immediate response
e.g. direct mail, telephone, online, direct response TV - 9what is sales promotion?short term insentives to encourage purchase or sales of a product or service
e.g. coupons, contest, price reductions, free gifts - 10what is public relations and what are it's benefits?e.g. a fed news story, speeches, special events, sponorship.
benefits: low level persistence, more real than ads, can work with ppl who avoid ads, borrows credibility from 3rd party
Información
- Descripción
- Masters Degree (Strategic) Marketing Fichas sobre Promotion and Integrated Marketing Communications, creado por Madeline Briscoe el 28/12/2015.
- Creado por
- Madeline Briscoe
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