Marketing Final Study Guide Essay

Chapter 11- announce, Integrated merchandise Communications, and the Changing Media Landscape 1. Integrated Marketing Communications (IMC) and the New Media Integrated Marketing Communications Approach designed to deliver one pursuant(predicate) meaning to buyers across an organizations advancements. TV, Radio, magazines, Internet, Phones Mobil Marketing Marketing Media that is available in different places such(prenominal) as cell phones or on forms of transportation * Magazines, naturalspapers 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 washstand stalls. * As the media landscape changes, the money organizations spend on different types of conference will change as well 2. The publicity (communication) undulatePromotion or Com munication Mix Communication tools that may accommodate advertising, sales, promotions, public relations and publicity, personal selling, and direct marketing. Advertising A message that is paid for and sent to biggish groups of the population at one time with an identified organization or brand (product or service) be promoted * Advantages and disadvantages Radio, magazines, newspapers are portable. Radios have many stations and are driving when listening. TV people get up or turn the station. Vehicle the specific means, such as a luckicular magazine or a specific television show, within a medium to reach a selected target market. individual(prenominal) Selling An interactive, personal, paid promotional approach between a buyer and a seller. (e.g. interviewing for a job, pampered chef, bloody shame Kay)Public Relations (PR) The process of creating a positive image for a company, an offering, or a person via publicity.Sales promotion Other forms of promotions (coupons, contes ts, 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 retailers, such as extra money, in-store displays, and prizes to market particular products and services) Direct Marketing Delivering personalized promotional materials directly to individual consumers. Materials may be delivered via mail, catalogs, Internet, e-mail, or telephone, or in person. * Benefits ability to target a specific set of customers, beat the return on investment, and test different strategies before implementing to all targeted consumers. Disadvantage Intrusive and many consumers tailor the attempts to reach them Telemarketing A form of direct marketing that involves contacting people by phone.Do non Call Registry Established by the Federal Trade Commission (FTC) in 2008, the service prevents organizations from l ife history any phone numbers registered with the FTC Direct Mail A form of direct marketing that is mailed to consumers. It can be personalized and ask consumers to make a certain resolution. Catalogs are often part of direct mail campaigns. Call to action In direct marketing, requesting consumers to make a specific response such as a purchase or a call for much learning. Direct response Advertising Direct marketing that includes an offer and a call to action (e.g. Call now and witness a bonus package, internet provides the preferred direct-response medium because it is less expensive.) 3. The Promotion Mix, Communication, and Buyers Perceptions. Factors that Influence Selection of Promotion Mix* Budget Available 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 messageFrequency 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. stage 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 hardening to purchase organizations mustiness understand how ready different target markets are to make purchases* Consumers Preferences for various media enquiry 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 advertised on TV) Strength of frugality has an impact- weak economy organizations use sales promotions such as coupons (associated risk is consumers may start to stomach coupons) * Availability of Media Plan promotions based on media availability. Crisis or Disasters can cut TV promotion slots. * commove versus Pull strategy Many manufactures use both 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. shaper 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 interpret messages.Interference (noise) Any distractions or noise that senders and receivers face during the contagion of a message. (e.g. poor reception, poor print quality, problems with a server, low battery) Feedback Means of telling sellers you saw their information and wanted to try their product.