Ch 8, 10, 11, 12, 16,17 notes

Magazine radio tv advantages wide diverse audience

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Magazine Radio TV Advantages Wide, diverse audience Disadvantage Short Life Outdoor media Internet Advertising Fast growing Short lead time Disadvantage Difficult to measure Cooperative advertising Manufacturer and the retailer split the cost of advertising Radio Media selection consideration Cost per contact Reach
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Number of people who are exposed Frequency Number times an Individual is exposed Medium life span Length; TV, magazine Target audience consideration Medium flexibility Noise level GRP Measure of impact of ads Media Schedule Continuous Run steadily throughout period Flighted Run heavily every other month or two weeks Pulsing Combines flighted and continuous Seasonal Ran only when product is seasonal Public Relations- element in promotional mix that : Evaluates public attitudes
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Identifies issues of public concern Executes programs to gain public acceptance Function of Public Relation Press relations Product publicity Corporate communication Public affairs Lobbying Employee and investor relations Crisis management Public relation tools New product publicity Product Placement Company’s pay to use their brands in movies Consumer education Sponsorship Company website CH 16 Integrated Marketing Communications (IMC) Purpose of IMC Brand equity
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Brand awareness Brand image Promotional Strategy – plan for optimal use of elements of promotion Advertising Public Relations Personal selling Sales Promotion- Most expensive Competitive Advantage High product quality Rapid delivery Low prices Excellent service Unique feature Communication Meanings are shared through common set of symbols Interpersonal Mass communication Noise News articles Sender
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Encoding the message Semiotics Symbols, objects, etc. Message channel Media, salesperson, etc. Decoding the message Receiver interpretation of message Receiver Customers, viewers/listeners, news media, clients Feedback Market research Goals and task of promotion Informing- in introduction stage; early growth Increase awareness Explain how product works Suggest new uses Build company image Reminding- maturity Persuading- growth Encourage brand switching AIDA
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Attention Interest Desire Action Promotional mix Combination of promotion tools used to reach the target market and fulfill the organization’s overall goals. Includes Advertising Public Relations Personal Selling Sales Promotion Social Media Advertising Most commonly distributed by traditional media, though increasingly through non- traditional media, such as Web sites, e-mail, blogs, and interactive video kiosks in malls and supermarkets. Advertising media Traditional advertising media Television Radio Newspapers Magazines Books Direct mail
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Billboards Transit cards New advertising media Internet Banner ads Viral marketing E- Mail Interactive video Advantages of Advertising Reach large number of people Low cost per contact Can be micro-targeted Disadvantages Total cost is high National reach is expensive for small companies Sales Promotion, Free samples Contests Premiums Trade shows Vacation giveaways
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