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Questions and Answers
What is the main emphasis of Rational Appeal in message encoding?
Which medium offers high selectivity, low cost, immediacy, and interactive engagement?
Public relations activities are used to build good relations with the company's various stakeholders.
True
What is the main objective of Sales Promotion?
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Define promotion in terms of communication.
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What are the 5 key functions of promotion?
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Advertising is a form of paid personal communication about an organization and its products.
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The __________ process involves converting signs or symbols into concepts and ideas, assigning meaning.
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Match the following advertising components with their descriptions:
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Study Notes
Integrated Marketing Communications (IMC)
- Definition: The coordination of promotional efforts for maximum informational and persuasive impact on customers.
- Goals: Send a consistent message to customers, foster long-term customer relationships, and use promotional resources more efficiently.
- Importance: To avoid confusing customers and other stakeholders.
Promotion and Communication
- Definition: Promotion is communication used to build and maintain relationships by informing and persuading one or more target audiences.
- Communication: A sharing of meaning between a sender and a receiver, involving encoding, decoding, and a medium.
- Functions of Promotion:
- Inform consumers about new products
- Persuade consumers to choose a brand over others
- Remind consumers to continue using certain products
- Assist with other elements of the marketing mix
The Communication Process
- Elements:
- Source/Sender: A person, group, or organization with a meaning to share
- Encoding: Converting meaning into a series of signs or symbols
- Message: The physical form of communication transmitted from the sender to the receiver
- Communication Channel: The medium that carries the encoded message
- Decoding: Converting signs or symbols into concepts and ideas
- Noise: Anything that reduces the clarity and accuracy of communication
- Feedback: The receiver's response to a message as perceived by the sender
Selecting Promotional Mix Activities
- Factors to consider:
- Objectives, policies, and resources
- Characteristics of the target market and product
- Cost and availability of promotional methods
Objectives of Promotion
- Types of objectives:
- Push strategy: Focus on channel members, trying to push products into the market
- Pull strategy: Focus on end-consumers, trying to create demand for products
Advertising
- Definition: Paid, non-personal communication about an organization and its products transmitted to a target audience.
- Advantages:
- Control
- Brand equity
- Wide reach, low cost per person
- Disadvantages:
- Impersonal, one-way communication
- Costs of media and production
- Credibility
- Clutter
- Weak force
- Difficulty measuring effectiveness
Hierarchy of Effects (Setting Objectives)
- Cognitive (thoughts): Provide information and facts
- Affective (emotions): Influence attitudes and feelings
- Conative (motives): Stimulate desires and actions
Creating the Advertising Message
- Elements:
- Copy: Verbal portion of ads
- Artwork: Illustrations, images, and layout
- Illustrations: Photos, drawings, graphs, charts, and tables
- Layout: Physical arrangement of an ad's illustration and copy
- Appeal styles:
- Rational appeal: Promotes factual information
- Emotional appeal: Stirs emotions
Media Types
- Television: Good mass-marketing coverage, low cost per exposure, combines sight, sound, and motion
- Digital, mobile, and social media: High selectivity, low cost, immediacy, and interactive capabilities
- Newspaper: Flexibility, timeliness, good local market coverage, broad acceptability, and high believability
- Direct mail: High audience selectivity, flexibility, and no ad competition within the same medium
- Magazines: High geographic and demographic selectivity, credibility, and prestige
Self-Regulation of Advertising
- Benefits:
- Costs of administration and enforcement are borne by the industry
- More flexible to change than legislation
- Responds to both industry needs and public opinion
- Limited government interference
- Examples of industry codes:
- Code of Practice for Direct Marketing in NZ
- Code of Practice for Telemarketing
- ISP SPAM Code of Practice
Public Relations
- Definition: Activities to build good relations with the company's various publics and manage unfavorable rumors, stories, and events.
- Advantages:
- Credibility
- Lower cost
- Difficult to imitate for competition
- Engages consumers and makes them part of the brand story
- Disadvantages:
- Less control
- Variety of specialists required
- Can be relatively time-consuming
Public Relations Tools
- News releases: Short pieces of copy distributed to others to publish and disseminate, publicizing an event or product
- Consumer information: Releases information to help consumers make purchase decisions
- Speeches: Prepared for company executives to deliver
- Lobbying: Provides information to government officials to persuade them on future legislation
Personal Selling
- Definition: Paid personal communication that attempts to inform customers and persuade them to purchase products in an exchange situation.
- Advantages:
- Provides greatest freedom to adjust message
- Customizes delivery and message
- Most precise focus on sales prospects
- Feedback from salespeople can improve the marketing mix
- Disadvantages:
- Usually most expensive element in the promotion mix
- Limited reach
- Time-consuming
Sales Promotion
- Definition: Short-term incentives to build interest in or encourage purchase of a product during a specified time period.
- Types:
- Consumer sales promotions: Using short-term price reductions, frequency programs, and attention-getting promotions
- Trade sales promotions: Offering financial incentives to trade partners to stock products
- Salesperson sales promotions: Providing incentives to salespeople to sell more products
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Description
This quiz covers the fundamentals of marketing communications, including the nature of promotions, integrated marketing communications (IMC) campaigns, and the development of advertising campaigns. It also explores the role of advertising, PR, and sales promotion.
