Advertising And Promotions

Question 1

What does the promotion portion of the marketing mix accomplish?

Answer 1

The promotion portion of the marketing mix communicates the need satisfying benefits of the service in order to generate sales and profits.

Question 2

What are the elements of the promotion mix?

Answer 2

Advertising, sales promotion, public relations, and direct marketing (which includes personal selling)

Question 3

What is a promotional campaign?

Answer 3

A promotional campaign is a coordinated series of promotional tactics, all having a central theme and design to reach a specific goal.

Question 4

What are the six steps in developing a promotional campaign?

Answer 4

1. Set objectives that are measurable
2. Determine the most effective way to reach the market
3. Develop the theme of the campaign in the method of executing the theme
4. Create sales promotion material
5. Communicate to the staff went needs to be done while it’s being done and what their role is in helping the bank reach its goal.
6. Measure results

Question 5

What are the four stages in the purchase process and what are the advertising objectives in each stage?

Answer 5

1. Awareness (customer has an unsatisfied need) - build top of mind recognition
2. Research (customer is in pre-purchase discovery) - present product solutions with features and benefits
3. Selection (the customer is ready to buy) - have a call to action
4. Service (customer has post-purchase feelings) - reassurance and brand reinforcement.

Question 6

What is the goal of advertising?

Answer 6

The goal of advertising is to inform, influence, and persuade the target market to respond or act.

Question 7

What are four basic elements of an effective advertisement?

Answer 7

Headline, illustration, copy, signature