Advertising:defined as any paid of non-personal communication about anorganization, product, service, or idea by an identified sponsor. The non-personal component means advertising involves mass media that cantransmit a message to large groups of individuals, often at the same time.- Cost-Efficient: large percentage of views on a daily basis- Cost-Effective: assuming a majority of viewers paid attention- Brand Effects: builds brand equity and provides consumers with info.- Brand Interaction: encourage consumers to interact with the brand- Flexible Tool: can be used for many industries, market situations, channelmembers, or target audiences- Multiple DomainsSales Promotion:defined as marketing activities that provide extra value orincentives to sales force, distributors, or the ultimate consumer and caninfluence their behavior to stimulate sales.-Consumer-sales promotion: targeted to the ultimate user of a product orservice and includes tools like coupon, samples, premiums, and rebates…-Trade sales promotion: targeted toward marketing intermediaries such aswholesalers, distributors, and retailers. Includes price deals, sales contests,trade shows.Public Relations:occurs when an organization systematically plans anddistributes information in an attempt to control and manage its image.Defined as the management function which evaluates public attitudes,identifies the policies and procedures of an individual or organization withthe public interest, and executes a program of action to earn publicunderstanding and acceptance.Publicityrefers to a non-personal and nonpaid communication of a product.Direct Marketing:occurs when organizations communicate directly withtarget audiences to generate a response and/or transaction. Used bycompanies that distribute their products to consumers directly.Internet Marketing:Interactive mediaallow for a back-and-forth flow ofinformation whereby users can participate in and modify the form andcontent of the information they receive instantly. Also it allows for instanttwo-way communication. The internet is a medium that can be used toexecute all the elements of the promotional mix.Personal Selling:a form of person-to-person communication in which aseller assists and/or persuades prospective buyers to purchase the product. Show
What Is Integrated MarketingCommunications? Get answer to your question and much more The Promotion Mix: An Overview•The particular combination of promotion methods a firm uses to reach atarget market–Advertising•A paid non-personal message communicated to a select audience through amass medium–Personal selling•Personal communication aimed at informing customers and persuading themto buy a firm’s products–Sales promotion•The use of activities or materials as directinducements to customers orsalespersons–Public relations•Communication activities used to create and maintain favorable relationsbetween an organization and various public groups, both internal and external15 •33 FIGURE13-2Possible Ingredients of a Promotion Mix15 •34Source:William M. Pride and O. C. Ferrell,Marketing: Concepts and Strategies,17thed.(Mason, Ohio:South-Western/CengageLearning, 2014). Adapted with permission. Advertising•Types of Advertising by Purpose–Primary-demand advertising•Used to increase demand for all brands of a product ina specific industry–Selective-demand advertising•Used to sell a particular brand of product–Institutional advertising•Designed to enhance a firm’s image or build itsreputation15 •35 Major Steps in Developing anAdvertising Campaign1.Identify and analyze the target audience2.Define the advertising objectives3.Create the advertising platform4.Determine the advertising appropriation5.Develop the media plan6.Create the advertising message7.Execute the campaign8.Evaluate advertising effectiveness15 •36 Advertising Agencies•Independent firms that plan, produce, andplace advertising for their clients•Large agencies also help with sales promotionand public relations•Media usually pay a commission to agencies•Firms may use both in-house advertisingdepartments and an independent agency15 •37 Social and LegalConsiderations in Advertising•Evidence shows that advertising is notwasteful:–Most effective and least expensive way tocommunicate to a large audience–Encourages competition–Revenues support mass-communication media–Provides job opportunities in a wide range of fields•FTC, FDA, and FCC oversee advertisingpractices Personal Selling•The most adaptable promotion method•The most expensive promotion method•Kinds of salespersons–Order getter•Responsible for creative selling: selling a firm’s productsto new customers and increasing sales to currentcustomers–Order taker•Handles repeat sales in ways that maintain positiverelationships with customers15 •39 Upload your study docs or become a Course Hero member to access this document
Upload your study docs or become a Course Hero member to access this document End of preview. Want to read all 49 pages? Upload your study docs or become a Course Hero member to access this document Professor Evelyn Velazquez Is the non personal form of communication for which the seller pays to promote the product?Paid form of non-personal promotion of ideas, goods and services by an identified sponsor is called advertising. Advertising is a marketing tactic.
What refers to non personal communication regarding an Organisation?publicity. refers to nonpersonal communications regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship.
What type of media helps advertisers demonstrate the benefits of using a particular product?What type of media helps advertisers demonstrate the benefits of using a particular product and can bring life and energy to an advertiser's message? Broadcast media.
Which of the following communication tool is the most effective in attracting customers towards a service organization?(d) Sales Promotion.
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