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COMM 131 Sessions 13-14 Textbook Notes

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Queen's University
COMM 131

WEEK 9 Chapter 12 Pg. 448-458 The Promotion Mix -total promotion mix (marketing communications mix): specific blend of advertising, public relations, personal selling, sales promotion, and direct-marketing tools to persuasively communicate customer value and build customer relationships -advertising: ay paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor -sales promotion: short-term incentives to encourage the purchase or sale of a product or a service -personal selling: personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships -public relations: building goods relations with the company’s various publics by obtaining favourable publicity, building up a good corporate image, and handling or heading off unfavourable rumours, stories, and events -direct marketing: direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivating lasting customer relationships Integrated Marketing Communications -approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message. -the foundation, corporate culture, brand focus, consumer experience, communications tools, promotional tools, integration tools The New Marketing Communications Landscape: -several changes in marketing communications: 1. Customers are changing: better informed and more communications empowered 2. Marketing strategies are changing: mass markets are fragmented, developing focused marketing programs designed to build closer relationships 3. Changes in communications technology: exciting media to interact with customers, customers have more control over the nature and timing of messages they send or receive The Shifting Marketing Communications Model: -advertisers are adding broad selection of more-specialized and highly targeted media to reach smaller market segments with more personalized and interactive messages (FB, Twitter)less broadcasting and more narrowcasting -mass-media costs are rising; audiences shrinking, ad clutter increasing, and viewers are gaining control of message exposuremass media is dying and expected to see a gradual change to new technology -broader level: question the future of the 30-second spotlikely that the new marketing communications model will consist of a mix of both traditional mass media and new more targeted more personalized media -challenge for traditional marketers is to bridge the gap -doesn’t matter which type of media, key is to find the mix of media that best communicates The Need for Integrated Marketing Communications: -problems: bombarded by messages, don’t distinguish between message sources so conflicting messages from different sources=confused company images, brand positions and customer relationships -often: companies fail to integrate various channelshodgepodge of communications to consumers (price contrasts message, contrasts product label) -today companies are adopting concept of integrated marketing communications IMC: carefully integrating and coordinating the company’s many communications channel to deliver a clear, consistent, and compelling message about the organization and its product -IMC: recognizes all touch points where the public may encounter the company and its brandsconsistent and positive messaging Shaping the Overall Promotion Mix -blend promotion tools carefully into a coordinated promotion mix The Nature of Each Promotion Tool: -each is unique characteristics and cost: 1. Advertising: can reach masses geographically disperse with low cost per exposure, enables seller to repeat a message many times -large-scale advertising says something positive about the seller’s size, popularity and successproducts are more ‘legitimate’ when they are advertised -expressive: allows dramatization of the product’s attributes -build up on long-term image for a brand -shortcomings: impersonal, not directly persuasive, carry on only one-way communication and can be costly 2. Personal Selling: most effective at certain stages: building up buyers’ preferences, convictions and actions -common for business-to-business marketers (i.e. software, business services, and involves long- term relationships) -focus on developing relationships with customers, always keep interests at heart, listens to their needs and attempts to solve their problem -shortcomings: longer-term commitment, most expensive promotion tool 3. Sales Promotion: include wide assortment of toolscoupons, rebates, contests, discounts, limited tie offers -goal: attract consumer attention, offer strong incentives to purchase, dramatize product offers, encourage trials, or boost sagging sales -invite and reward quick response -shortcomings: effects are short-lived, not as effective as advertising, personal selling in building long-run brand preferences and customer relationships 4. Public Relations: very believablenews stories, features, sponsorships, and events seem more real -reach many prospects who avoid salespeople and advertisement -dramatize product but tend to be underused, or used as afterthought -well-thought-out used with other promotional mix elements=effective and economical 5. Direct Marketing: share 4 distinct characteristics a. Less public: message normally directed to an individual b. Immediate and customized: prepared quickly and tailored to appeal c. Interactive: allows dialogue between teams, consumers. Messages altered depending on consumer response Promotion Mix Strategies -2 basic strategies 1. Push strategy: a promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to channel members who in turn promote it to final customers 2. Pull strategy: a promotion strategy that calls for spending a lot on advertising and consumer promotion to induce final consumers to buy the product, creating a demand vacuum that ‘pulls’ the product the channel -some business-to-business marketers use only push strategies -some consumer-products companies use only pull -most use a mixture -when designing promotion mix strategies, consider: types of product/market, and the product life-cycle stage Chapter 13 Pg. 489-495, 508-516 Personal Selling The Nature of Personal Selling -personal selling: personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships -well-educated, well-trained professionals who add value for customers and maintain long-term customer relationships, listen to customers, assess customer needs and organize efforts to solve problem -best salespeople: one-on-one contact, create loyalty and customers because of trust. Matter of putting client’s interests first. -salesperson: an individual representing a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering and relationship building.-->order takers vs. order getters The Role of the Sales Force -more effective in in complex selling situations than advertising -probe customers to earn more about their problem and then adjust the marketing offer and presentation to fit the special needs of each customer -vary from company to company -Linking the Company with Its Customers: salespeople serve both the seller and the buyerfirst represent the company to customers, then represent customers to the company. -Coordinating Marketing and Sales: ideally sales and other marketing functions should work togetherblame goes around b/c they usually don’t work together. (Neither one appreciates the other’s work) -several actions to help: increase communications by making joint meetings, joint assignments to work together, let marketers to occasionally go along on sales calls, sit in on account-planning sessions, joint objectives and reward systems, marketing-sale liaisons, make a chief revenue officer, etc Sales Promotion -short-term incentives to encourage the purchase or sale of a product or a service -typically time sensitive, must be planned out early in advance, and often correspond to seasons or holidays Rapid Growth of Sales Promotion -targeted towards consumers, retailers and wholesalers, business customers and members of the sales force -attributing to rapid growth of sales promotion: product managers face greater pressures to increase their current sales, promotion is viewed as an effective short-run sales tool; company faces more competition and comp
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