marketing final exam_StudyGuide

marketing final exam_StudyGuide - The Marketing Mix...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
The Marketing Mix: Promotion Part 1- Advertisement Promotion= the communication mix Advertising- any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor Sales promotion - short-term incentives to encourage the purchase or sales of a product or service. Public relations- building good relations with the company’s various publics by obtaining favorable publicity, developing a good corporate image, and handling or heading off unfavorable rumors, stories, or events. Personal selling- oral presentation in a conversation with one more prospective purchasers for he purpose of making sales. Direct marketing- direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasing customer relationships - Managing the integrated marketing communication process : You must combine the above disciplines in order to provide clarity, consistency, and maximum communications impact through the seamless integration of discrete messages. -Promotion is only one form of communication. Every decision we make communicates something to our stakeholders. Remember: Advertising is paid communication. The whole marketing mix must be integrated to deliver a consistent message and strategic positioning.
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Key Industry Trends Accelerated advertising spending (especially in Africa and the middle east.) Internet is rising the most. The death of mass market (not an easy way to reach large groups of people) Magazine circulation has gone down. So now they are moving towards advertising in more specialized media (alternative media.): alternative paid advertising or non-paid promotion (“buzz”) Television as a vehicle NOT a medium. Issues like tivo and no more commercials. The whole face of television is changing. Market -Who is the intended audience for your promotion? Each market needs its own marketing mix. It is possible to have multiple markets within any one marketing campaign. -Audience may be potential buyers or current users, those who make the buying decision or those who influence it, groups, individuals, special publics, or the general public. -Managers need to research and understand their target markets before they can communicate with them -Quantifying the target market exposure: Reach : measure of the percentage of people in the target market who are exposed to the ad campaign during a giving period of time. Ex: the advertiser might try to reach 70% of the target market during the first year. Frequency : measure of how many times the average person in the target market is exposed to the message. Ex: The advertiser might want an average exposure frequency of three. Impact: The qualitative value of message exposure through a given medium. For products that must be demonstrated, v messages using sigh and sound are more effective. (See page 576 for example of this mathematically
Background image of page 2
Motive: Once a target audience has been defined, the marketing communicator must decide what response is sought. In most cases the final response is purchase.
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

Page1 / 12

marketing final exam_StudyGuide - The Marketing Mix...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online