Chapter 14 & 15: Marketing Communication & Advertising

Promotion
Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.
Promotional Strategy
A plan for the optimal use of the elements of promotion:
Advertising, Public Relations, Sales Promotion, & Personal Selling
Elements of the Promotional Mix
Advertising, Public Relations, Sales Promotion, & Personal Selling
Ways to gain a competitive advantage?
High product quality, rapid delivery, low prices, excellent service, unique features
Advertising
Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.
Examples of advertising
Television, Radio, Magazines, Internet, Billboards, Direct Mailer, Transit Ads, etc..
Advantages of Advertising
Reach a wide audience, low cost per contact, can be micro-targeted
Disadvantages of Advertising
Expensive, National Reach is expensive for small companies
Public Relations (PR)
The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance.
Reality-Based Advertising
When a company pays people to use a product or gives a product to an attractive group of people so that they are seen using the product. Success of this campaign is measured by how many people see, touch, experience the product you are trying to market.
Functions of Public Relations (PR)
Maintain a positive image, Educate the public about the company’s objectives, Introduce new products, Support the sales effort, & Generate favorable publicity
Sales Promotion
Marketing activities–other than personal selling, advertising, and public relations–that stimulate consumer buying and dealer effectiveness.
Examples of Sales Promotions
Free samples, contests, sweepstakes, premiums, trade shows, vacation giveaways, & coupons
Personal Selling
Planned presentation to one or more prospective buyers for the purpose of making a sale. Can be traditional or Relationship.
Communication
The process by which we exchange or share meanings through a common set of symbols. Can be mass or interpersonal
Corporate Blogs
Sponsored by a company or one of its brands and maintained by one or more of the company’s employees. The opposite of non-corporate blogs
Goal of Promotion
Remind, Inform, or Persuade a target audience
A Promotion Designed to Inform
Promotions that Increase awareness, Explain how product works, Suggest new uses, & Build company image
A Promotion Designed to Remind
Promotions that Remind customers that product may be needed, Remind customers where to buy product, &/or Maintain customer awareness
A Promotion Designed to Persuade
Promotions that Encourage brand switching, Change customers’ perceptions of product attributes, Influence immediate buying decision, & Persuade customers to call
AIDA Concept
(Attract) Attention,(Gain) Interest, (Build) Desire, (Ask for) Action

Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.

Factors that affect the Promotional Mix
Nature of the Product, Stage in PLC, Target market factors, Type of buying decision, Promotion funds, & Push or pull strategy
Complex or Extensive Buying Decisions are best served by what type of Promotion?
Personal selling & Print Ads so that information can be better explained.
Push Strategy
A marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise
Pull Strategy
A marketing strategy that stimulates consumer demand to obtain product distribution
Institutional Advertising
Enhances a company’s image rather than promotes a particular product.
Product Advertising
Touts the benefits of a specific good or service. Ads are pioneering, competitive, or competitive
Advertising campaign
A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.
Unique Selling Proposition
A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign.
Examples of Monitored Media
Newspapers, Magazines, Yellow Pages, Internet, Radio, TV, & Billboards
Examples of Unmonitored Media
Direct Mail, Trade Exhibits, Cooperative Advertising, Brochures, Coupons, Catalogs, & Special Events
Examples of Alternative Media
Shopping carts, movie ads, cell phone ads, video game ads, floor ads, Subway tunnel ads, & other non-traditional methods of advertising
Continuous Media Schedule
Advertising is run steadily throughout the period.
Flighted Media Schedule
Advertising is run heavily every other month or every two weeks.
Pulsing Media scheduling
Advertising combines continuous scheduling with flighting.
Seasonal Media Schedule
Advertising is run only when the product is likely to be used.