Marketing Final Study Guide Essay

Chapter 11-Advertising, Integrated trade Communications, and the ever-changing Media Landscape 1. Integrated market placeing Communications (IMC) and the New Media Integrated Marketing Communications Approach designed to deliver one consistent marrow to buyers across an organizations packagings. TV, Radio, magazines, Internet, Phones Mobil Marketing Marketing Media that is available in variant places much(prenominal) as cell phones or on premixtures of ecstasy * Magazines, newspapers and televisions compete with internet, texting, mobile phones, blogs, YouTube, Facebook, and twitter. Out-of-home advertising Billboards, moveable promotions that be displayed in a broad range of public spaces including tray tables on airplanes, the inside of subways, trains, buses, and even in bathroom stalls. * As the media landscape changes, the money organizations spend on different types of communication will change as well 2. The Promotion (communication) fluffPromotion or Communication Mix Communication tools that may let in advertising, gross sales, promotions, public relations and publicity, psycheal tell oning, and select merchandise. Advertising A nitty-gritty that is paid for and sent to large groups of the population at one eon with an identified organization or brand ( crossing or service) being promoted * Advantages and disadvantages Radio, magazines, newspapers atomic number 18 portable. Radios have many a(prenominal) stations and are driving when listening. TV plurality get up or turn the station. Vehicle the detail means, such as a particular magazine or a specific television show, within a medium to reach a selected crisscross market. Personal Selling An interactive, personal, paid promotional approach between a buyer and a seller. (e.g. interviewing for a job, pampered chef, Mary Kay)Public Relations (PR) The operation of creating a positive image for a company, an offering, or a person via publicity.Sales promotion Other forms of promoti ons (coupons, contests, rebates, mail-in-offers) not included as a component of a communication mix. Trade promotions Sales promotions aimed at businesses in business-to-business marketing. (e.g. trade shows, sponsorships, event marketing, and special incentives given to sellers, such as tautological money, in-store displays, and prizes to market particular products and services) look at Marketing Delivering personalized promotional materials right away to individual consumers. Materials may be delivered via mail, catalogs, Internet, e-mail, or telephone, or in person. * Benefits expertness to position a specific set of customers, measure the return on investment, and test different strategies before implementing to all stubed consumers. Disadvantage Intrusive and many consumers ignore the attempts to reach them Telemarketing A form of direct marketing that involves contacting large number by phone.Do Not Call Registry schematic by the Federal Trade Commission (FTC) in 2008 , the service prevents organizations from work any phone turnings registered with the FTC Direct Mail A form of direct marketing that is mailed to consumers. It can be personalized and learn consumers to make a certain response. Catalogs are often part of direct mail campaigns. Call to action In direct marketing, requesting consumers to make a specific response such as a bargain for or a call for more information. Direct Response Advertising Direct marketing that includes an offer and a call to action (e.g. Call with bug out delay and receive a bonus package, internet provides the preferred direct-response medium because it is less(prenominal) expensive.) 3. The Promotion Mix, Communication, and Buyers Perceptions. Factors that Influence Selection of Promotion Mix* Budget uncommitted the budget available to market a product determines what elements of the promotion mix are utilized. Affects a promotions reach and frequency.Reach The number of people exposed to a messageFrequen cy How often people are exposed to a message* Stage in the product life cycle affects the type and amount of the promotion used. Products in intro. do needs more promotional dollars. * Type of product and type of purchase decision technical- personal selling to understand features. Advertising used to sell convenience goods and routine purchase items since customers are familiar with the product. * Target Market Characteristics and consumers readiness to purchase organizations essential understand how ready different target markets are to make purchases* Consumers Preferences for various media Research is done to find out how consumers want to be reached * Regulations, competitors, and environmental factors regulations can affect the type of promotion used (e.g. In U.S. tobacco products cant be publicise on TV) Strength of economy has an impact- weak economy organizations use sales promotions such as coupons (associated risk is consumers may start to expect coupons) * availabili ty of Media Plan promotions based on media availability. Crisis or Disasters can cut TV promotion slots. * Push versus Pull strategy Many manufactures use two strategiesPush Strategy A strategy in which businesses are the target of promotions to products get pushed through their marketing channels and sold to consumers. (e.g. displays in retail outlets for new products)Pull Strategy A strategy in which consumers are targeted with sales promotions such as coupons, contests, games, rebates, mail-in offers. (e.g. manufacturer promotes on TV and places coupons in the newspaper causing wholesalers and retailers to buy their product to meet consumer demand) Encode Senders must translate or convert benefits and value of a product or service into a message for the message channel selected. Decode Receivers pick up messages.Interference (noise) Any distractions or noise that senders and receivers face during the transmission of a message. (e.g. poor reception, poor print quality, problems with a server, low battery) Feedback Means of notice sellers you saw their information and wanted to try their product.