advertising, PR, and sales promotion

Question 1

what is advertising?

Answer 1

paid promotion through mass media to reach a broad or targeted audience

Question 2

advertising goals

Answer 2

1. create brand awareness
2. spark interest
3. influence purchasing decisions

Question 3

advertising objectives and when are they used

Answer 3

1. inform: introduction stage
2. persuade: growth stage
3. remind: maturity stage

Question 4

types of appeals

Answer 4

1. informational
2. emotional

Question 5

what is informational appeal?

Answer 5

provides facts, data, and logical reasoning

Question 6

what is emotional appeal?

Answer 6

evoke feelings and emotional responses

Question 7

types of emotional appeals

Answer 7

1. fear/safety
2. humor
3. happiness
4. love
5. comfort
6. nostalgia

Question 8

What is personal selling?

Answer 8

sales representatives directly interact with potential customers

Question 9

benefits of personal selling

Answer 9

1. build personal connection with buyer and company
2. more effective in B2B contexts

Question 10

what is PR

Answer 10

strategic communication to build a positive brand image and manage reputation and create favorable relationships with stakeholders

Question 11

goals of PR

Answer 11

1. shape perception
2. increase credibility
3. manage brand reputation

Question 12

PR tools

Answer 12

1. cause-related marketing
2. event sponsorship

Question 13

What is cause-related marketing?

Answer 13

aligning with social issues to promote a positive image and having increased customer support and demonstrating CSR

Question 14

example of cause-related marketing

Answer 14

sodic charity run with magdi yacoub

Question 15

what is event sponsorship?

Answer 15

financial support to various events or activities such as culture, sports, and entertainment

Question 16

example of event sponsorship

Answer 16

redbull sponsor f1 race event

Question 17

what is sales promotion?

Answer 17

short-term incentives to encourage customers to purchase products or services sooner than they otherwise might

Question 18

types of sales promotion

Answer 18

1. coupons
2. deals
3. sweepstakes
4. samples
5. loyalty programs
6. product placement

Question 19

what are coupons?

Answer 19

discount on purchase

Question 20

what are deals?

Answer 20

temporary price reductions or added value

Question 21

what are sweepstakes?

Answer 21

offer a prize based on luck

Question 22

what are samples?

Answer 22

give potential customers the opportunity to try a product or service without buying

Question 23

what are loyalty programs?

Answer 23

rewards for repeat purchase

Question 24

what is product placement?

Answer 24

companies pay to have their products featured in non traditional settings such as movies