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Questions and Answers
What is the main advantage of advertising?
What is the purpose of a press release?
What is the main disadvantage of advertising?
What is the main advantage of public relations?
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What is the main goal of crisis communication?
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What is the main advantage of a rational appeal in advertising?
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What is the main disadvantage of publicity?
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What is the purpose of a layout in advertising?
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What is the main advantage of push strategy in marketing?
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What is the main goal of public relations activities?
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What is the primary goal of Integrated Marketing Communications (IMC)?
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Which of the following is NOT a function of promotion?
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What is the process of converting meaning into a series of signs or symbols that are meaningful to the intended receiver?
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What is the term for anything that reduces a communication's clarity and accuracy?
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What is the coordination of promotional efforts for maximum informational and persuasive impact on customers?
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What is the term for the receiver's response to a message as perceived by the sender?
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What are the two types of integration in Integrated Marketing Communications (IMC)?
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What is the process of converting signs or symbols into concepts and ideas, assigning meaning?
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What is the term for the medium of transmission that carries the encoded message from the source to the receiver or audience?
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What is the term for a person, group or organisation with a meaning it tries to share?
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What is personal selling according to the content?
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What is an advantage of personal selling in the promotion mix?
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What is a disadvantage of trade promotions?
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What is a characteristic of personal selling?
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What is a role of a salesperson in personal selling?
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What is a limitation of personal selling?
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What is an advantage of trade promotions?
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What is a disadvantage of trade promotions?
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What is a characteristic of personal selling?
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Study Notes
Promotion Strategies
- Push strategy: focuses on channel members, aiming to push products into the market
- Pull strategy: focuses on end-consumers, creating demand for products in the market
Advertising
- Definition: paid, non-personal communication about an organization and its products transmitted to a target audience
- Advantages:
- Control
- Create images and appeals
- Brand equity
- Connects with the consumer
- Wide reach, low cost per person
- Disadvantages:
- Impersonal, one-way communication
- Cost of media and production
- Credibility
- Clutter
- Weak force
- Difficult to measure effectiveness
Major Advertising Decisions
- Hierarchy of Effects (setting objectives)
- Creating the advertising message (encoding):
- Copy: verbal portion of ads
- Artwork: illustrations, images, layout
- Illustrations: photos, drawings, graphs, charts, tables
- Layout: physical arrangement of an ad's illustration and copy
- Appeal: rational or emotional appeal styles
Public Relations
- Definition: PR activities to build good relations with the company's various stakeholders and manage unfavorable rumors, stories, and events
- Pros:
- Credibility
- Lower cost
- Difficult to imitate for competition
- Engage consumers and make them a part of the brand story
- Cons:
- Less control
- Variety of specialists required
- Can be relatively time-consuming
- Tools: news (press) release
- Bad publicity: have a plan, gather information, get top management involved, respond quickly, coordinate all communications, be honest, and look for good news to offset bad
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 both encoding and decoding processes, via a selected medium
- Functions of promotion:
- To persuade consumers to choose one brand over others
- To remind consumers to continue using certain products
- To inform consumers about new products
- To build relationships with customers
- To assist with other elements of the marketing mix
The Communication Process
- Elements of the communication process:
- Source/sender: a person, group, or organization with a meaning to share
- Receiver: the individual, group, or organization that decodes a coded message
- Encoding process: converting meaning into a series of signs or symbols
- Message: the communication in physical form that goes from sender to receiver
- Communications channel: the medium of transmission that carries the encoded message
- Decoding process: converting signs or symbols into concepts and ideas
- Noise: anything that reduces a communication's clarity and accuracy
- Feedback: the receiver's response to a message as perceived by the sender
Integrated Marketing Communications (IMC)
- Definition: the coordination of promotional efforts for maximum informational and persuasive impact on customers
- Major goal: to send a consistent message to customers and to other stakeholders
- Foster long-term customer relationships and more efficient use of promotional resources
- IMC: a process that evaluates the strategic role of various communication disciplines and combines them to provide clarity, consistency, and maximum communications impact
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
- Customise delivery and message, greater influence
- Most precise focus on sales prospects
- Feedback from salespeople can improve the marketing mix
- Often the closest relationship with customers
- Usually most expensive element in the promotion mix
- Limited reach
- Time-consuming
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Description
Test your knowledge of marketing strategies, including push and pull approaches, and advertising techniques.
