Promotion and Advertising
Terms
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- Advertising
- ***
- Setting Budget
- Determine amount willing to spend
- Objectives
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-build awareness
-inform, educate people
-remind people
-different objective during different times of lifecycle - Strategy
- -creating a message, selecting media
- creating a message
- strategy: unique selling proposition, comparative, sex, testimonial, fear, humor
- selecting media
- metrics, personal communication channels, non-personal communication channels, media types/timing
- metrics
-
-exposure= number of households
-impressions=number of times exposed
-reach=% target market you get
-frequency= number of times that reach is accomplished - sales promotion
-
-incentives to chanels
-excite customers
-encourage purchase and tril
-price promos - personal selling
- sales force, high cost, credible, effective, but lacks control-hard to manage sales people
- public relations
- communication with all puclibs
- word of mouth
- buzz market
- promotion mix strategies
- push vs. pull strategy
- push strategy
-
-using sales force and trade promotion to push the product through the channels
-producer promotes the product to wholesalers, wholesalers promote to retailers, retailers promote to customers - pull strategy
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-spending a lot on advertising and consumer promotion to build up consumer demand
-consumers request product - hierachy of effects
- awareness, knowledge, desire, purchase, loyalty