marketing 6

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marketing 6
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2013-05-05 03:52:49
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  1. The Brand Identity Statement –
    • Sets the
    • general target market, key benefit(s)
    • offered, & the Brand Personality. This is the
    • mission statement of your brand and at the
    • core of your promotional strategy!
  2. Integrated Marketing Communication
    •  Coordination of promotional efforts for
    • maximum consistency, branding, & persuasive
    • impact.
    •  All of your promotional efforts should have a
    • similar look, feel, and message.
  3. Promotional Elements
    •  Advertising
    •  Public relations
    •  Personal Selling
    •  Sales promotion
    •  Direct marketing
    •  Web-based
  4. Promotional Mix
    •  The Combination of up to six of the
    • promotional elements used to promote a
    • product or business.
  5. Advertising
    •  A PAID form of non-personal communication
    • that is transmitted via mass media.
  6. Public Relations
    •  Building positive relations with the company’s
    • customers, investors, and community
  7. Publicity
    •  Any form of NON-PAID coverage, good or bad,
    • that is received from the media
  8. Personal Selling
    •  The two-way flow of personal communication
    • between a buyer and seller designed to
    • influence a purchase decision
    •  Personal selling can take place in a retail
    • environment (ie: sales at a car dealership) or
    • in a customer’s office/home (called outside
    • sales).
    •  Personal selling is most common is B2B
    • marketing
  9. Direct Marketing
    •  Using media to sell directly to consumers in a
    • non-face2face environment
    •  Ie: catalogs, internet, Infomercials, direct
    • mail, magazines, etc
  10. Web-Based
    •  Using NON-paid, internet-based methods to
    • promote a product or business:
    •  Ie: websites, email, social media
  11. Sales Promotion
    •  Special incentives or excitement-building
    • programs that encourage purchases
    •  Coupons
    •  Manufacturer Rebates
    •  Loyalty programs
    •  Sweepstakes/contests
    •  Point-of-purchase materials
    •  Product Placement
  12. Product Placement
    •  Including products in a movie or television
    • program.
    •  U.S. companies currently spend over $4
    • BILLION annually to be a part of movies and
    • TV shows!
  13. Advertising
    • Strengths
    •  Can reach lots of
    • prospects at a low
    • cost per thousand
    • people reached
    • Weaknesses
    •  May lack
    • creditability
    •  LOTS of ads
    • competing for
    • attention
    •  May be hard to
    • measure ROI
  14. Public Relations (Publicity)
    • Strengths
    •  FREE!
    •  3rd Party
    • endorsement from
    • media gives more
    • creditability
    • Weaknesses
    •  No control over
    • what media says
    •  Your information
    • must be
    • newsworthy to get
    • coverage
  15. Personal Selling
    • Strengths
    •  Face2Face is most
    • powerful way to sell
    • & build
    • relationships
    •  Best for “Bigger
    • Ticket” sales
    • Weaknesses
    •  The MOST
    • expensive in terms
    • of cost/contact
  16. Direct Marketing
    •  Strengths
    •  Can reach lots of
    • prospects at a low
    • cost/thousand
    • people reached.
    •  Very measurable in
    • terms of ROI
    •  Weaknesses
    •  May lack credibility
    •  Lots of ads
    • competing for
    • attention
  17. Web-Based
    •  Strengths
    •  Little (if any) cost
    •  Allows customers to
    • easily respond and
    • interact
    •  Usually easy to
    • measure responses
    •  Weaknesses
    •  Growing on-line
    • competition
  18. Push vs. Pull Strategies
    •  Push Strategy - A promotional mix that is
    • designed to “Push” the product through the
    • Marketing Channel.
    •  Pull Strategy – A promotional mix intended to
    • build consumer demand, thus “pulling” it
    • through the Marketing Channel.
  19. Push Strategies MIGHT Include:
    •  Sales people calling on wholesalers and
    • retailers and seeing that they are carrying the
    • product and knowledgeable about how to
    • best sell it.
    •  Ads in “trade magazines”
    •  Co-op advertising plans
    •  Sales promotions that help the resellers like
    • point-of-purchase displays, “spiffs” for retail
    • sales people, etc.
  20. Pull Strategies MIGHT Include:
    •  Large national advertising campaigns
    •  Manufacturers Rebates
    •  Infomercials, etc

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