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60 Cards in this Set
- Front
- Back
Senders of Internet media
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advertisers
Sponsors e-commerce merchants |
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Receivers of Internet media
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users
shoppers customers |
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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 |
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Internet advertising has a variety of brands
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banners
sponsership pop-ups push technologies- information comes to you links |
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Personal selling on the internet
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May replace personal selling
- reduces high cost of personal calls -vastly increases potential risk |
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Personal selling on the Internet
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May enhance personal selling efforts
-provides quick, eassy, information to prospects, may help enhance customer databases, may improve one on one communciations -may be a source of leads, may stimulate trial of the goods or services, may serve as a sales conference medium |
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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 |
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Infomercials on the World wide web
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program content similar to television, cable or satellite
web provides for greater audience interaction |
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sales promotion
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a direct inducement that offers an extra value or incentive for the product to the sales force, distributors or the ultimate consumer w/ the primary objective of creating an immediate sale
-an extra incentive to buy -a tool to speed up sales -targeted to different parties |
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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 |
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Sales promotion vehicles: trade oriented
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contests, dealer incentives
trade allowances, point of purchase displays, training programs, trade shows, cooperative advertising |
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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 |
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Consumer Franchise Building Promotional objectives
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communicate distinctive brand attributes
develop and reinforce brand identity build long term brand preference |
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CFB techniques and practices
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"frequency" programs encourage repreat purchases
"frequency" programs encourage patronage loyalty may improve one-on-one communications |
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CFB promotions
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sales promotion activites that communicate distinctive brand attributes and contribute to the development and reinforcement of brand identity
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Nonfranchise building promotions
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are designed to accelerate the purchase decision process and generate an immediate increase in sales
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Non Fb promotions
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do not identify unique brand features
do not contribute to brand identity or image |
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Non FB promotions may include
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price off deals, bonus packs, rebates or refunds
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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 |
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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 |
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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 |
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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 |
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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 |
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premiums
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an offer of an item of merchandise or service either free or at a low cost that is an extra incentive for customers
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free premiums
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only require purchase of the product
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self- liquidating premiums
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require consumers to pay some or all of the cost of the premium
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contests
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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
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sweepstakes/games
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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
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other popular customer sales promotion tools
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refunds/rebates
bonus packs price off deals frequency/ loyalty programs event marketing |
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public relations
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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
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Marketing Public relations functions
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building mkt place excitement before media advertising breaks
creating advertising news where there is no product news Introducing a product with little or no advertising providing a value-added customer service building brand-to-customer bonds influencing influentials, providing information to opinion leaders defending products at risk giving customers a reason to buy |
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PR tools
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press releases
press conferences exclusives community involvement the internet interviews |
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publicity
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the generation of news about a person, product or service that appears in the media
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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 |
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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 |
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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 |
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event sponsorship
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corporate sponsor
sporting events music, entertainment causes festivals cultural events |
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advocacy advertising
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is the propagation of idead and elucidation of controversial social issues of public importance in a manner that supports the interests of the sponsor
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cause related marketing
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is a form of marketing whereby companies link w/ charities or nonprofit organizations as contributing sponsors
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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? |
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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 |
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when the sales force is a major part of IMC: price
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final price negotiable
price provides adequate margin |
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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 |
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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 |
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consumer relationship management
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the organizations effort to develop a long term, cost effective link w/ individual customers for mutual benefit
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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 |
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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 |
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quantitative measures of sales results
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orders
sales volume margins customer accounts sales calls selling expenses |
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qualitative measures of sales results
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selling skills
sales related activities |
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reasons to measure effectiveness
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avoid costly mistakes
evaluate strategies increase efficiency of advertising in general determine if objectives are achieved |
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reasons Not to measure for effectiveness
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cost of measurement
problems w/ research disagreement about what to test creative objections |
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What to test
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source factors
message variables media strategies budget decisions |
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where to test
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lab tests- less validity, more contrived
field tests |
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how to test
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testing guidelines
appropriate tests- not tested on different types |
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when to test
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pretesting
postesting |
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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 |
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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 |
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I am
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almost done with this semester
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We will
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get there
Heave knows how we will get there We know we will |
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Get excited
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about Peru!!!
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