Ch 18 outline

StudyBlue printing of Ch 18 outline html, body, div, span, applet, object, iframe, h1, h2, h3, h4, h5, h6, p, blockquote, pre, a, abbr, acronym, address, big, cite, code, del, dfn, em, font, img, ins, kbd, q, s, samp, small, strike, strong, sub, sup, tt, var, b, u, i, center, fieldset, form, label, legend, table, caption, tbody, tfoot, thead, tr, th, td { margin: 0; padding: 0; border: 0; outline: 0; font-size: 100%; background: transparent; } body { line-height: 1; } blockquote, q { quotes: none; } blockquote:before, blockquote:after, q:before, q:after { content: ''; content: none; } /* remember to define focus styles! */ :focus { outline: 0; } /* remember to highlight inserts somehow! */ ins { text-decoration: none; } del { text-decoration: line-through; } /* tables still need 'cellspacing="0"' in the markup */ table { border-collapse: collapse; border-spacing: 0; } /* end RESET */ .header { min-width:800px; } .logo { padding:6px 20px 2px 20px; margin:0; font-size:25px; font-weight:bold; color:#808285; position:relative; border-bottom: 1px solid #c5c5c5; } .logo-blue { color:#70adc4; } .logo-desc { font-weight:normal; font-size:19px; color:#cccccc; margin-top:50px; position:absolute; display: none; } .back-button { position:absolute; top:20px; right:20px; font-size:13px; line-height:25px; color:rgb(0,175,225); font-weight:normal; } .back-button a { color:rgb(0,175,225); } .instructions { padding:0; margin:0; width:100%; position:relative; color:rgb(100,100,100); } .step-holder { border-left:1px solid #ededed; margin-left:20px; } .steps { padding:15px 0; float:left; width:24%; border-right:1px solid #ededed; text-align:center; } .steps-01 { } .steps-02 { } .steps-03 { } .steps-04 { } .label { padding:5px 10px; } .print-button { } .print-button a { background-color:rgb(0,175,225); color:white; line-height: 19px; padding:9px 8px 5px 30px; font-size:14px; text-decoration:none; background-image: url(images/printer.png); background-repeat: no-repeat; background-position: 7px 50%; -moz-border-radius: 5px; -webkit-border-radius: 5px; } .print-button a:hover { background-color:black; } .theNote .content { width: 8.0in !important; margin: 5px auto; padding:20px; background-color:white; } .theNote .header { border-bottom: 1px dashed #C8C8C8; font-size: 17px; padding: 0 0 10px; line-height: 19px; color: #00ADE1; min-width:500px; } .theNote .body { font-size: 14px; line-height: 19px; padding: 10px 0; } .theNote{ padding:6px 0; clear:both; background-color: rgb(200,200,200); } .theNote h3{ color: rgb(100,100,100); } .theNote h1, .theNote h3{ background-color:white; padding:2px 20px; width:8.0in !important; margin: 0 auto; font-size: 15px; } .theNote h1{ padding-top: 10px; font-size: 15px; } .theNote h1:first-child{ font-size: 20px; } .theNote h3 { font-size: 14px; font-weight: normal; } #options { border: 3px double #ccc; padding: 5px 12px; margin: 10px 50px 10px 20px; float: left; } #info { border-top: 1px solid #ccc; padding-top: 5px; font-style: italic; } li { margin: 5px 10px 5px 25px; } ul li { list-style: disc; } ol li { list-style: decimal; } img { border: 0; } table { clear: both; width: 100%; border: 1px solid #c5c5c5; border-width: 1px 0; margin: 0; page-break-after: always; } table#page { page-break-after: auto; } td { text-align: center; font-size: 12px; border-bottom: 1px dashed #c5c5c5; height: 1.75in; width: 50%; padding-left: 15px; } .leftside { border-right: 1px solid #cccccc; padding: 0 15px 0 0; } .bottom td { border-bottom: none; } .clearfix { clear:both; line-height:1px; height:1px; } img { max-width:80%; max-height:150px; margin:20px; } @media print {.header { display: none; } .content .header{ display:inherit; } table { border: 1px dashed #bbb; border-width: 1px 0; } .theNote{ background-color:white; } } Ch 18 outline Promotional mix - the combination of advertising, personal selling, sales promotion, public relations, and direct marketing. All of these tools can be used to (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product Integrated marketing communications (IMC)- the concept of designing marketing communications programs that coordinate all promotional activities-- advertising, personal selling, sales promotion, public relations, and direct marketing -- to provide a consistent message across all audiences The Communication Process Communication - the process of conveying a message to others and it requires six elements: a source, a message, a channel of communication, a receiver, and the process of encoding and decoding. Source - may be a company or person who has information to convey. Message - the information sent by a source, such as a description of a new cellular telephone. channel of communication - how the message is conveyed, such as a salesperson, advertising media, or public relations tools. receivers - consumers who read, hear, or see the message Encoding and Decoding encoding - is the process of having the sender transform an idea into a set of symbols. decoding - the reverse, or the process of having the receiver take a set of symbols, the message and transform the symbols back to an idea. field experience - a similar understanding and knowledge they apply to the message. Feedback response - is the impact the message had on the receiver's knowledge, attitudes, or behaviors. feedback - is the sender's interpretation of the response and indicates whether the message was decoded and understood as intended. Noise noise includes extraneous factors that can work against effective communication by distorting a message or the feedback received The Promotional Elements Advertising advertising - any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor. advantages to a firm using advertising attention getting communicate specific product benefits to prospective buyers Personal Selling personal selling - the two-way flow of communication between a buyer and seller designed to influence a person's pr group's purchase decision. publicity - a nonpersonal, indirectly paid presentation of an organization, good, or service. Sales Promotion sales promotion - a short term inducement of value offered to arouse interest in buying a good or service. Direct Marketing direct marketing - uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet Integrated Marketing Communications Developing the Promotional Mix Target Audience The Product Life Cycle Introduction stage- informing consumers Growth stage- promotional objective Maturity Stage- maintaining existing buyers and advertising's role remind buyers of products existence Decline Stage- period of phaseout for the product, little money is spent on promotion Product Characteristics complexity -technical sophistication of the product and hence the amount of understanding required to use it. risk - can be assessed in terms of financial risk, social risk, and physical risk. ancillary services - pertain to the degree of service or support required after the sale. Stages of the Buying Decision prepurhcase stage- advertising is more helpful than personal selling purchase stage- the importance of personal selling is highest, whereas the impact of advertising is at its lowest postpurchase stage- the sales person is still important. Channel Strategies push strategy-directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product. pull strategy- directing its promotional mix at ultimate consumers to encourage them to ask the retailer for a product. Developing an IMC Program who is the target audience Identifying the target audience what are (1) the promotion objectives (2) the amounts of money that can be budgeted for the promotion program, and () the kinds of promotion to use Specifying promotion objectives hierarchy of effects- which is the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action Setting the promotion budget percentage of sales percentage of sales budgeting- funds are allocated to promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold competitive parity competitive parity budgeting- matching the competitor's absolute level of spending or the proportion per point of market share All you can afford all-you-can-afford budgeting- money is allocated to promotion only after all other budget items are covered Objective and task objective and task budgeting- whereby the company (1) determines its promotion objectives (2) outlines the tasks to accomplish these objectives (3) determines the promotion cost of performing these task. where should the promotion be run Selecting promotional tools and designing the promotion when should the promotion be run scheduling the promotion Executing and Assessing the Promotion Program Direct Marketing The growth of direct marketing The value of direct marketing direct orders- are the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction lead generation- the result of an offer designed to generate interest in a product or service and a request for additional information traffic generation- the outcome of an offer designed to motivate people to visit a business. Technological, Global, and Ethical issues in direct marketing