12.1 The Promotion Mix

Question 1

What are the five major promotion tools in a company’s total promotion mix?

Answer 1

The five major promotion tools in a company’s total promotion mix are
advertising,
sales promotion,
personal selling,
public relations (PR), and
direct and digital marketing.

Question 2

What is advertising?

Answer 2

Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Question 3

Definition of sales promotion

Answer 3

Sales promotion. Short-term incentives to encourage the purchase or sale of a product or service.

Question 4

Definition of Personal selling

Answer 4

Personal selling. Personal customer interactions by the firm’s sales force to engage customers, make sales, and build customer relationships.

Question 5

Definition of Public relations (PR)

Answer 5

Public relations (PR). Building good 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.

Question 6

Definition of Direct and digital marketing?

Answer 6

Direct and digital marketing. Engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Question 7

What is the role of public relations (PR) in the promotion mix?

Answer 7

Public relations (PR) involve building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

Question 8

How does direct and digital marketing engage with consumers?

Answer 8

Direct and digital marketing engages directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Question 9

Why is it important to coordinate the entire marketing mix for the greatest impact?

Answer 9

It is important to coordinate the entire marketing mix—promotion, product, price, and place—for the greatest impact because all elements of the mix communicate something to buyers, and a coherent and consistent message across all channels can enhance the effectiveness of the overall marketing strategy.