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.
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Certified professional marketing manager 3
- 1. Certified Professional Marketing Manager Program Part Three Bayan 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 Media Bayan 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 Effectiveness Measurement 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 systems Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 7. Direct Advertising Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 8. Comparative Strengths and Weaknesses of Major Advertising Media Exhibit 300.21 Page 44 Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 11. The Shift from Advertising to Sales Promotion Trade 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 Promotions Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 14. Sales Promotion Limitations Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 15. Trade Promotions: Roles and Objectives Bayan 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 Objectives Exhibit 300.24 Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 18. Public Relations Is the Marketing Communications Tool that is uniquely suited to fostering goodwill between a company and its various publics Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 19. P.R. can accomplish Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 20. P.R.’s Various Publics Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 21. Proactive/ Reactive Marketing Public Relations Proactive 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 revisions Reactive 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 Marketing Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 23. Event Marketing ERM: 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 Marketing Form of corporate philanthropy that links a company’s contributions (usually monetary) to a predestined worthy cause with the purchasing Page (51) Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 25. Consumer Behavior Is 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 Roles Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 27. Consumer Needs and Wants Needs are unsatisfactory conditions of the consumer that prompts him/her to an action that will make the condition better Wants occur when human “desire” to take the physical and psychological conditions beyond the state of minimal comfort Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 29. Psychographics: Describing Consumer Behavior Characteristics of an individual that describe him/her in terms of their psychological and behavioral profile Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 30. Values Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 31. List of Values: Lynn Kahle Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 32. Value Groups Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 33. Self Image/ Concept Actual Self Ideal Self Self concept deeply influences people’s consumption, for people express their self-concept in large measure by what they “consume” Self Concept Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 34. Life Styles Bayan 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. Attitudes Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 37. Individual Consumer Decision Making Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 38. Customer Decision Making Process Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010
- 39. Household Decision Making Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010