Chapter 14 & 15: Marketing Communication & Advertising

Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.

A plan for the optimal use of the elements of promotion: Advertising, Public Relations, Sales Promotion, & Personal Selling

Advertising, Public Relations, Sales Promotion, & Personal Selling

High product quality, rapid delivery, low prices, excellent service, unique features

Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.

Television, Radio, Magazines, Internet, Billboards, Direct Mailer, Transit Ads, etc..

Reach a wide audience, low cost per contact, can be micro-targeted

Expensive, National Reach is expensive for small companies

The marketing function thatevaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance.

When a company pays people to use a product or gives a product to an attractive group of people so that they are seen using the product. Success of this campaign is measured by how many people see, touch, experience the product you are trying to market.

Maintain a positive image, Educate the public about the company's objectives, Introduce new products, Support the sales effort, & Generate favorable publicity

Marketing activities--other than personal selling, advertising, and public relations--that stimulate consumer buying and dealer effectiveness.

Free samples, contests, sweepstakes, premiums, trade shows, vacation giveaways, & coupons

Planned presentation to one or more prospective buyers for the purpose of making a sale. Can be traditional or Relationship.

The process by which we exchange or share meanings through a common set of symbols.

Can be mass or interpersonal

Sponsored by a company or one of its brands and maintained by one or more of the company'semployees. The opposite of non-corporate blogs

Remind, Inform, or Persuade a target audience

Promotions that Increase awareness, Explain how product works, Suggest new uses, & Build company image

Promotions that Remind customers that product may be needed, Remind customers where to buy product, &/or Maintain customer awareness

Promotions that Encourage brand switching, Change customers' perceptions of product attributes, Influence immediate buying decision, & Persuade customers to call

(Attract) Attention,(Gain) Interest, (Build) Desire, (Ask for) Action Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.

Nature of the Product, Stage in PLC, Target market factors, Type of buying decision, Promotion funds, & Push or pull strategy

Personal selling & Print Ads so that information can be better explained.

A marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise

A marketing strategy that stimulates consumer demand to obtain product distribution

Enhances a company's image rather than promotes a particular product.

Touts the benefits of a specific good or service. Ads are pioneering, competitive, or competitive

A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.

A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign.

Newspapers, Magazines, Yellow Pages, Internet, Radio, TV, & Billboards

Direct Mail, Trade Exhibits, Cooperative Advertising, Brochures, Coupons, Catalogs, & Special Events

Shopping carts, movie ads, cell phone ads, video game ads, floor ads, Subway tunnel ads, & other non-traditional methods of advertising

Advertising is run steadily throughout the period.

Advertising is run heavily every other month or every two weeks.

Advertising combines continuous scheduling with flighting.

Advertising is run only when the product is likely to be used.