Advertising and Promotions test 4
Terms
undefined, object
copy deck
- Senders of Internet media
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advertisers
Sponsors
e-commerce merchants - Receivers of Internet media
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users
shoppers
customers - Internet communications objectives
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to create awareness
to generate interest
to disseminate information
to create an image
to create a strong brand
to stimulate trial - Internet advertising has a variety of brands
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banners
sponsership
pop-ups
push technologies- information comes to you
links - Personal selling on the internet
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May replace personal selling
- reduces high cost of personal calls
-vastly increases potential risk - Direct Marketing and the Internet: Direct Mail
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Highly targeted
relies on e-mail lists
attempts to reach those with specific needs
often used by catalogers - Infomercials on the World wide web
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program content similar to television, cable or satellite
web provides for greater audience interaction - Sales promotion vehicles: Consumer oriented- pull
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samples
coupons
premiums
contests/sweepstakes
refunds/rebates
bonus packs
price-off deals
frequency programs
event marketing - Sales promotion vehicles: trade oriented
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contests, dealer incentives
trade allowances, point of purchase displays, training programs, trade shows, cooperative advertising - reasons for increase in sales promotion
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growing power of retailers
declining brand loyalty
increase promotional sensitivity
brand proliferation-development of new products with no obvious advantages
fragmentation of consumer markets
short-term focus of markets
increased accountability
competition
clutter - Consumer Franchise Building Promotional objectives
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communicate distinctive brand attributes
develop and reinforce brand identity
build long term brand preference - CFB techniques and practices
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"frequency" programs encourage repreat purchases
"frequency" programs encourage patronage loyalty
may improve one-on-one communications - CFB promotions
- sales promotion activites that communicate distinctive brand attributes and contribute to the development and reinforcement of brand identity
- Nonfranchise building promotions
- are designed to accelerate the purchase decision process and generate an immediate increase in sales
- Non Fb promotions
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do not identify unique brand features
do not contribute to brand identity or image - Non FB promotions may include
- price off deals, bonus packs, rebates or refunds
- Non FB shortcomings
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trade promotions
benefits may not reach customers
If they do they may lead only to price reductions
customers may "buy price" rather than brand equity - objectives of consumer-oriented sales promotion
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to increase consumption of an established brand
to defend (maintain) current customers
to target a specific segment
enhance IMC efforts and build brand equity
to obtain trail and purchase - Sampling works best when
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the products are on relatively low unit value, so samples don't cost much
the products are divisible and can be broken into small sizes that can reflect the products features and benefits
The purchase cycle is relatively short so the consumer can purchase in a relatively short time period - Sampling methods
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door to door
direct mail
central location distribution
in store sampling
cross-product sampling- 2 differnt products
co-op package distribution-same company, complementary products
w/ newspaper/ magazine
event sampling
Internet sites - coupons
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the oldest and most widely used sales promotions
Nearly 240 billions distributed each year in US. 80% of consumers use coupons regularly - premiums
- an offer of an item of merchandise or service either free or at a low cost that is an extra incentive for customers
- free premiums
- only require purchase of the product
- self- liquidating premiums
- require consumers to pay some or all of the cost of the premium
- contests
- a promotion where consumers compete for prized or money ont he basis of skilles or ability. Winners are determined by judging entries or ascertaining which entry come closest to some predetermined criteria
- sweepstakes/games
- a promotion where winners are determined purely by chance and cannot require a proof of purchase as a condition for entry. Winners are chosen by random selection from a pool of entires or generation of a number to match those held by game entrants
- other popular customer sales promotion tools
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refunds/rebates
bonus packs
price off deals
frequency/ loyalty programs
event marketing - public relations
- a management function which evaluates public attitudes and identifies the policies and procedures for an oragnization with the public interest then executes a program of action (an communication) to earn public understanding and acceptance
- PR tools
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press releases
press conferences
exclusives
community involvement
the internet
interviews - publicity
- the generation of news about a person, product or service that appears in the media
- corporate advertising
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an extension of the PR function
does not promote a specific product or service
promotes the organization- image replacement, assuming a position or an issue or cause, seeks involvement - objectives of corporate advertising
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create a positive image for the firm
communicate the organization's viewpoint
boost employee morale
smooth labor relations
help newly derequlated industries
establish diversified company's identity - types of corporate advertising
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image advertising- general image ads, positioning ads, sponsorship, recruitment, financial support
event sponsorship
advocacy advertising
cause-related advertising - event sponsorship
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corporate sponsor
sporting events
music, entertainment
causes
festivals
cultural events - advocacy advertising
- is the propagation of idead and elucidation of controversial social issues of public importance in a manner that supports the interests of the sponsor
- cause related marketing
- is a form of marketing whereby companies link w/ charities or nonprofit organizations as contributing sponsors
- determining the role of personal selling
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what info must be exchanged b/t firm and potential customer?
what are the alternative ways to carry out these communicationc objectives?
How effective is each alternative in carryinbg out the needed exchange? - when the sales force is a major part of IMC : product or service
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complex good or services
major purchase decisions
personal demonstration required - when the sales force is a major part of IMC: price
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final price negotiable
price provides adequate margin - when the sales force is a major part of IMC: channels
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short and direct
training needed by intermediaries
selling needed to push product through
intermediaries can provide personal selling - when the sales force is a major part of IMC: advertising
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media do not provide an effective link
info. can not be provided by media
sparse mkt reduce advertising economies - consumer relationship management
- the organizations effort to develop a long term, cost effective link w/ individual customers for mutual benefit
- personal selling advantages
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two-way interaction with prospect
message can be tailored to recipient
prospect isn't likely to be distracted
seller involved in purchase decision
source of research info - personal selling disadvantages
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message may be inconsistent
possible mgmt-sales force conflict
cost is often extremely high
reach may be very limited
potential ethical problems - quantitative measures of sales results
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orders
sales volume
margins
customer accounts
sales calls
selling expenses - qualitative measures of sales results
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selling skills
sales related activities - reasons to measure effectiveness
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avoid costly mistakes
evaluate strategies
increase efficiency of advertising in general
determine if objectives are achieved - reasons Not to measure for effectiveness
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cost of measurement
problems w/ research
disagreement about what to test
creative objections - What to test
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source factors
message variables
media strategies
budget decisions - where to test
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lab tests- less validity, more contrived
field tests - how to test
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testing guidelines
appropriate tests- not tested on different types - when to test
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pretesting
postesting - Positioning advertising copy testing
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1. provide measurements relevant to objectives of advertising
require agreement on how results will be used before each test
provide multiple measure (single aren't adequate)
be based on model of human response to communications
consider multiple versus single exposure to the stimulus
require alternative executions to have the same degree of finish
provide controls to avoid the biasing effects of exposure context
take into account basic considerations of sample definition
demonstrate reliability and validity - essentials of effective testing
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use of consumer response model
use of pretests and postests
use of multiple meaures
understand and implement
proper research
establish communications objectives - I am
- almost done with this semester
- We will
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get there
Heave knows how we will get there
We know we will - Get excited
- about Peru!!!