can be used to inform perspective buyers about the benefits of the product
persuade them to try it
remind them after about the benefits they enjoyed by using the product
Integrated marketing communications
the concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences
Communication
the process of conveying a message to others and it requires six elements
source
may be a company or person who has information to convey
Message
the information sent by a source such as a description of a new telephone
Channel of communications
what the message is conveyed through
receiver
consumers who read hear or see through
encoding
the process of having the sender transform an idea into a set of symbols
decoding
the process of having the reciever take a set of symbols the message and transforms they symbols back to an idea
Field of experience
a similar understanding and knowledge that apple to the message
feedback loop
which consists of response and feedback
response
the impact of the message had on the recievers knowledge
feedback
the senders interpretation of the response and indicates whether the message was decoded and understood as intended
noise
includes extraneous factors that can work against effective communication by distorting a message of feedback received
Mass selling
used with groups of prospective buyers
customized interactions
between a seller and a prospective buyer
advertising
any paid form of non personal communication about an organization food service or idea by an identified sponsor
wasted coverage
communications with consumers who are not in the target audience
personal selling
two way flow of communication between a buyer and seller designed to influence a persons or groups purchase decision
public relation
is a form of communication management that seeks to influence the feelings opinions or beliefs held by customers stock holders suppliers employess and other publics about a company and its products or service
publicity
is a non personal indirectly paid presentation of an organization good or service
sales promotion
a short term inducement of value offered to arouse interest in buying a good or service
direct marketing
uses direct communication with consumers to generate a response in the form of an order a request for further information or a visit a retail outlet
ancillary services
pertain to the degree of services of support required for the sale
complexity
refers to the technical sophistication of the product hence the amount of understanding required to use it
push strategy
directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product
pull strategy
directing its promotional mix at ultimate consumers to encourage them to ask the retailer for a product
hierarchy of effects
awareness
interest
evaluation
trial
adoption
awareness
the consumers ability to recognize and remember the product or brand name
interest
an increase in the consumers desire to learn about some of the features of the product or brand
evaluation
the consumer appraisal of the product or brand on important attributes
evaluation
the consumers appraisal of the product or brand on important attributes
trial
the consumers actual first purchase and use of the product
adoption
through a favorable expierence on the first trial the consumers repeated purchase and use of the product or brand
the percentage of sales budgeting
funds are allocating to promotion as a percentage of past or anticipated sales in terms of either dollars or units sold
competitive party budgeting
matching the competitors absolute level of spending or proportion per point of market share
all you can afford budgeting
in which money is allocated to promotion only after all other budget items are covered
objective and task budgeting
whereby the company
1. determines its promotion objectives
2. outlines the task to accomplish theses objectives
3. determine the promotion costs of performing these task
direct orders
are the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction
Lead generation
the result of an offers designed to generate interest in a product or service and a request for additional information
traffic generation
the outcome of an offer designed to motivate people to visit a business
product life cycle
introduction - to inform
growth - to persuade
maturity - to remind
decline - to phase out
advertising
mass
fees paid for space or time
strengths - efficient means of reaching a large number of people
weakness - high absolute cost and difficult to recieve good feedback
personal selling
customized
fees paid to sales people as either salaries or commission
strengths - immeadiate feedback and very persuasive
weaknesses - extremely expensive per exposure
public relations
mass
no direct payments to the media
strengths - often most credible source in consumers mind
weakness - difficult to get media cooperation
sales promotion
mass
wide range fee paid depending on promotion selected
strengths - effective at changing the behavior in a short run and very flexible
weaknesses - easily abused
can lead to promotion wars
easily duplicated
direct marketing
customized
cost of communication through mail telephone or computer
strengths - messages can be prepared quickly
facilitates relationship with customer
wekanesses - declining customer response
database management is expensive
pre purchase stage
advertising is more helpful than personal selling becuase advertising informs customer of the exsistence of the product
purchase stage
importance of selling is at its highest where as the impact of advertising is at its lowest
post purchase
the sales of the sales person is still important as well as advertising