What does a companies promotion mix consist of? (5)
advertising, sales promotion, public relations, direct and digital marketing tools,
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What does public relations focus on?
focuses on building good relations with the company’s various publics.
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What does personal selling focus on?
personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.
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Why do firms use sales promotions?
to provide short-term incentives to encourage the purchase or sale of a product or service.
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What is the The Shannon – weaver Mathematical model? (1)
1. Encoder (Transmitter) –Encoder is the sender who uses machine, which converts message into signals or binary data. It might also directly refer to the machine
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2nd step?
2. Channel –Channel is the medium used to send message
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3rd step?
3. Decoder (Receiver) – Decoder is the machine used to convert signals or binary data into message or the receiver who translates the message from signals
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4th step?
4. Receiver (Destination) –Receiver is the person who gets the message or the place where the message must reach. The receiver provides feedback according to the message.
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5th step?
5. Noise –Noise is the physical disturbances like environment, people, etc. which does not let the message get to the receiver as what is sent
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What is the push strategy?
pushing the product towards the customer
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What is the pull strategy?
pulling the customer towards the product (a lot of money spent on advertising)
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Do business to consumer use the push or pull strategy?
• Business-to-consumer companies pull more, putting more of their funds into advertising, followed by sales promotion, personal selling, and then public relations
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Do business to marketers use the push or pull strategy?
. Business-to-business marketers tend to push more, putting more of their funds into personal selling, followed by sales promotion, advertising, and public relations.
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What factors are changing the face of today’s marketing communications?
consumers are changing. In this digital world, consumers are better informed and more communications empowered. Rather than relying on marketer-supplied information, they can use the Internet, to find info on their own.
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What factors are changing the face of today’s marketing communications?
• marketing strategies are changing. As mass markets have broken, marketers are using it less. instead, they are developing focused marketing programs designed to engage customers and build customer relationships in more narrow micromarkets.
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What factors are changing the face of today’s marketing communications?
• Finally, sweeping advances in digital technology are causing remarkable changes in the ways companies and customers communicate with each other.
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What is SNP?
Social networking potential- create viral messages that appeal to individuals with high (SNP) and that have a high probability of being presented and spread by these individuals and their competitors in their communications with others quickly
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What is augmented reality?
This is an interactive experience of a real-world environment where the objects that reside in the real-world are "augmented" by computer-generated perceptual information, sometimes across multiple sensory modalities, including visual stuff. e.g. pok
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Other cards in this set
Card 2
Front
What does public relations focus on?
Back
focuses on building good relations with the company’s various publics.
Card 3
Front
What does personal selling focus on?
Back
Card 4
Front
Why do firms use sales promotions?
Back
Card 5
Front
What is the The Shannon – weaver Mathematical model? (1)
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