Certified professional marketing manager 3
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The document discusses various marketing communication topics including advertising, sales promotion, public relations, consumer behavior, and the consumer decision making process. It addresses selecting advertising media, assessing advertising effectiveness, the shift from advertising to sales promotion, trade promotions and consumer sales promotions. It also covers public relations strategies, sponsorship marketing, event marketing, cause-related marketing, and analyzing consumer behavior factors like needs, values, lifestyle, attitudes, and decision making at the individual and household level.
Certified professional marketing manager 3
- 1. Certified Professional Marketing Manager ProgramPart ThreeBayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 2. What makes advertising good or different?Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 3. Selecting Advertising MediaBayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 4. Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 5. The Four Major Mass Media Vehicles
- 6. Assessing Advertising EffectivenessMeasurement of the effectiveness of Advertising (Whether it leads to increased sales activity). They are unique in that all the relevant data is collected by a single source, processed, and then made available in a readily usable format to retailers and manufacturers Single source systemsBayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 7. Direct AdvertisingBayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 8. Comparative Strengths and Weaknesses of Major Advertising MediaExhibit 300.21 Page 44Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 9. Sales PromotionThe use of any incentive by a manufacturer to induce the trade (wholesale and retailers) and /or consumers to buy and to encourage the sales force to aggressively sell it. Incentives are additions not substitutes
- 10. The Target of the incentive maybe the trade, final consumer, the sales force or all three partiesThe incentive changes a brand’s perceived price/value, but only temporarilyBayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 11. The Shift from Advertising to Sales PromotionTrade Allowances (Trade Deals): Come in a variety of forms and are offered to retailers simply for purchasing the manufacturer’s brand or for performing activities in sup-manufacturer’s brand.Push Vs Pull Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 12. Factors Giving Rise to the Growth of Sales PromotionsBayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 14. Sales Promotion LimitationsBayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 15. Trade Promotions: Roles and ObjectivesBayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 16. Forward Buying (Bridge Buying)Retailers purchase enough product during a manufacturer’s off-invoice allowance period to carry the retailers over until the manufacturer’s next.Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 17. Consumer Sales Promotions: Roles and ObjectivesExhibit 300.24Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 18. Public RelationsIs the Marketing Communications Tool that is uniquely suited to fostering goodwill between a company and its various publicsBayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 19. P.R. can accomplishBayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 20. P.R.’s Various PublicsBayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 21. Proactive/ Reactive Marketing Public RelationsProactive MPR: Offensively rather than defensively oriented, and opportunity seeking rather than problem solving. The major role of proactive MPR is in of product introductions or product revisionsReactive MPR: Form of defensively oriented Public Relations that deals with developments (such as product defects or flaws) having negative consequences for the organization. Reactive MPR aims to repair a company’s reputation, prevent market erosion and regain lost sales Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 22. Sponsorship MarketingBayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 23. Event MarketingERM: Form of brand promotion that ties a brand to a meaningful cultural, social, athletic or other type of high-interest public activity..Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 24. Cause Related MarketingForm of corporate philanthropy that links a company’s contributions (usually monetary) to a predestined worthy cause with the purchasingPage (51)Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 25. Consumer BehaviorIs the process by which individuals or groups select, use or dispose of goods, services, ideas or experiences to satisfy their needs and wants Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 26. 3 Consumer RolesBayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 27. Consumer Needs and WantsNeeds are unsatisfactory conditions of the consumer that prompts him/her to an action that will make the condition betterWants occur when human “desire” to take the physical and psychological conditions beyond the state of minimal comfortBayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 29. Psychographics: Describing Consumer BehaviorCharacteristics of an individual that describe him/her in terms of their psychological and behavioral profile Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 30. ValuesBayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 31. List of Values: Lynn KahleBayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 32. Value GroupsBayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 33. Self Image/ ConceptActual SelfIdeal Self Self concept deeply influences people’s consumption, for people express their self-concept in large measure by what they “consume”Self ConceptBayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 34. Life StylesBayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 35. Attitude“Learned predispositions to respond to an object or class of objects in a consistently favorable or unfavorable way”Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 36. AttitudesBayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 37. Individual Consumer Decision MakingBayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 38. Customer Decision Making ProcessBayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 39. Household Decision MakingBayan Shadaideh- CSMP-CSMM For ACC Jordan 2010