Mark3000Exam3SelfMadeNotes

Mark3000Exam3SelfMadeNotes - Promotional Mix Advertising o...

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Promotional Mix Advertising o Impersonal o One-way communication o Paid for by marketer PR – corporate activities designed to create awareness and publicity for the firm Sales Promotion – marketing in which a short-term incentive motivates a purchase; aimed at final customer Personal Selling – direct communication between a sales rep and potential buyer in an attempt to influence each other in a purchase situation Integrated Marketing Communications – coordination of promotional messages to assure consistency at every contact point with customers Promotion Tasks 1. Informing a. Increase awareness b. Explain how products work c. Build company image d. Usually in introductory and/or growth stage 2. Persuading a. Encourage brand switching b. Change customer’s perceptions of product attributes c. Influence immediate buying decisions d. Usually in growth and mature stage 3. Reminding a. Remind customers that product may be needed b. Remind customers where to buy product c. Maintain customer loyalty
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d. Normally in the mature stage The AIDA Concept – how we accomplish the promotion tasks 1. Attention Cognitive (thinking) 2. Interest Affective (feeling) 3. Desire Conative (doing) 4. Action Types of Advertising Institutional Advertising – enhances company image rather than promoting a product o Corporate identity o Advocacy advertising Product advertising – promotes the benefits of a specific good or service o Pioneering/informative o Competitive/persuasive – focuses on product features o Comparative – directly compares to competitor o Reminder Advertising Campaign 1) Develop goals and objectives a. DAGMAR approach b. Budget objectives – how much is to be spent? c. Message – What is to be accomplished? (AIDA model) d. Sample Advertizing objective – educate 15% of 18-30 yr old men about the Gillette Fusion razor’s benefits within the next 12 months 2) Identify product benefits
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a. “Sell the Sizzle, not the Steak” b. Sell product’s benefits, not its attributes c. A benefit shoulder answer “What’s in it for me?” 3) Develop and evaluate advertising appeals a. Reason for a person to buy a product b. Unique selling position – a desirable, exclusive, and believable advertising appeal
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This note was uploaded on 05/26/2011 for the course MARK 3000 taught by Professor Emmelhainz during the Spring '07 term at University of Georgia Athens.

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Mark3000Exam3SelfMadeNotes - Promotional Mix Advertising o...

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