Advertising, Promotions, and PR in detail

Question 1

Sales promotion

Answer 1

programs designed to create short-term bursts in sales, encourage a trial of new product, stimulate sales of existing product, or build interest

Question 2

trade promotions

Answer 2

between companies in a distribution center

cooperative advertising, merchandising and case allowances, trade shows, promotional items, and POP

Question 3

cooperative advertising

Answer 3

manufacturer pays a portion of the local retail advertising

Best Buy and Canon each pay half for advertising

Question 4

Merchandising and case allowances

Answer 4

special deals that manufacturers give to wholesalers/retailers to get them to buy more at a time

dangers: forward-buying people buy ahead of time so they might not come back for a while, and diverting

Question 5

trade shows

Answer 5

for B2B, the manufacturer can showcase products

Question 6

promotional items

Answer 6

products emblazoned with logos to be given away

Question 7

POP display

Answer 7

point-of-purchase display

checkout counter at grocery story

Question 8

All sales promotions have

Answer 8

restrictions

time, amount

Question 9

price-based consumer sales promotion

Answer 9

coupons, price deals, refunds and rebates, frequency/loyalty/continuity programs, special bonus packs

Question 10

attention-getting consumer promotion

Answer 10

contests, sweepstakes, premiums, samplings, point-of-purchase promotion, cross-promotion

Question 11

Promotions are a ____ to the company

Answer 11

cost

Question 12

Concerns about promotions

Answer 12

diluting brand equity
creating sales promotion “traps”-IDK
temporary effect is not worth the cost to run and the low margin volume obtained

stealing from future sales
cannibalizes full margin sales from loyal customers

Question 13

Public Relations

Answer 13

communication function that builds good relationships with an organization’s public, including customers, stockholders, legislators, and other firm stakeholders

“If you do something good, then talk about it.”

Question 14

publicity

Answer 14

unpaid communication, like stories in the news, about and organization and its products

Question 15

PR is responsible for creating _____ plans in the event of _____

Answer 15

crisis management

unfavorable events

Question 16

PR Objectives

Answer 16

introducing new products to manufacturers, retailers, and consumers

influencing government legislation through lobbying or speech writing

enhancing a firm’s image, corporate identity, corporate branding, institutional focus, word of mouth

showcasing a firm’s involvement in the community, corporate social responsibility

corporate identity: corporate branding, institutional advertising

internal PR for employees

improving and/or maintaining investor relations

Question 17

Press releases consist of

Answer 17

timely topics, research project stories, consumer info releases, media relationship sponsorships, special events

can also serve as internal PR for employees: employee of the month

Question 18

Advertising

Answer 18

the image of marketing
Non personal communication (paid for by an identified sponsor) that uses mass media to persuade or inform the targeted audience

Question 19

Ad Campaign Development Steps

Answer 19

1. Identify Target Audience
2. Set ad objectives
3. Budget
4. Convey the message
5. Media Strategy
6. Create Ad
7. Assess impact

Question 20

1. Identify Target Audience

Answer 20

Getting inside the customer’s head can help marketers understand how the product fits in the users’ lives

segmentation, targeting and positioning

Question 21

2. Set ad objectives

Answer 21

inform, persuade, remind

product or institutional focus
hierarchy of effects
push/pull

Question 22

product advertising

Answer 22

advertising for a specific product

Question 23

institutional advertising

Answer 23

corporate message that focuses on activities, personality, or point-of-view of a company
“philosophy of doing business”, advocacy advertising, employment

HP photos
non-profit
Trade Association

Question 24

primary demand

Answer 24

ads designed to generate demand for an entire industry or product category

Got Milk?

Question 25

selective demand

Answer 25

specific to a brand, firm, or item Hood milk

Question 26

3. Budget

Answer 26

what can you afford to do and where to spend it

Question 27

4. Convey the message

Answer 27

creative strategy | advertising appeal

Question 28

creative strategy

Answer 28

turns concept into an ad, the "big idea", USP

Question 29

advertising appeal

Answer 29

central idea of an ad Does it grab attention? Does it enforce brand name or message?

Question 30

USP

Answer 30

unique selling proposition-strategy of differentiating a product by communicating its unique attributes often becomes a common theme or slogan in the entire ad campaign Red Bull - "Gives you Wings" NY Times - "All the News That's Fit to Print"

Question 31

informational ad appeals

Answer 31

comparative advertising, demonstration, testimonial

Question 32

emotional ad appeals

Answer 32

``` fear/safety humor happiness love/sex comfort nostalgia ```

Question 33

parody

Answer 33

a work that imitates another work for the purpose of ridicule or ironic commentary Be careful of Parody and Copyright Law, although US Supreme Court views parody as a form of free speech unless the parody steals market demand from the original (replicas of original work)

Question 34

Comparative ads

Answer 34

that mention other products can be tricky because you're giving your competitor free publicity

Question 35

pretesting

Answer 35

seeks to minimize mistakes by getting consumer response to ads before they appear in the media

Question 36

copy testing

Answer 36

measures effectiveness of ads

Question 37

5. Media Strategy

Answer 37

Deciding when/where/how often to place ads so target market will see them which media and vehicles will be most effective in attaining market objectives? traditional media and the internet

Question 38

comparison between media

Answer 38

Television has a wide reach but high costs, lots of channel and program options, and could increase awareness of competitor products Radio is relatively inexpensive, can be selectively targeted, and has a wide reach. However, there is no video, which limits presentation, consumers focus less attention than TV, and exposure periods are short Magazines are very targeted and subscribers pass along to others, but they are relatively inflexible and take time to be available Newspapers are flexible, timely, and able to localize, but they can be expensive in some markets and ads have a short life span Internet can be linked to detailed content, is highly flexible and interactive, and allows for specific targeting. It is also becoming cluttered and the ad could be blocked by software. Outdoors is relatively inexpensive and offers opportunities for repeat exposure but is not easily targeted, has short exposure time, and has placement problems in some markets Direct marketing is highly targeted and allows for personalization but has varying costs: traditional media will be more expensive than newer media

Question 39

Product placement is a/an _____ form of advertising

Answer 39

indirect

Question 40

media scheduling

Answer 40

specifies exact media to use and when to use it

Question 41

ad exposure

Answer 41

defines degree to which the target market will see an ad message in specific vehicles

Question 42

impressions

Answer 42

measures number of people exposed to a message in one or more vehicles

Question 43

reach

Answer 43

percentage of target marekt exposed to media vehicle

Question 44

frequency

Answer 44

measures average number of times a person in the target group will be exposed to the message

Question 45

GRPs

Answer 45

gross rating points reach x frequency

Question 46

cost per thousand

Answer 46

CPM, cost to deliver message to 1000 people (Total $ cost of ad)/(# of people reached/1000) compares relative cost efficiency of different media vehicles

Question 47

Flighting advertising schedule

Answer 47

advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising

Question 48

Pulsing advertising schedule

Answer 48

combines continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods

Question 49

7. Assess impact

Answer 49

posttesting-evaluation of an IMC campaign's impact after it has been implemented aided and unaided recall

Question 50

Ethical Issues of Advertising

Answer 50

can be manipulative, deceptive, offensive, in bad taste, perpetuate stereotypes, cause people to buy things they don't really need

Question 51

Continuous advertising schedule

Answer 51

runs steadily throughout the year and therefore is suited to products and services that are consumed continually at relatively steady rates and that require a steady level of persuasive or reminder advertising

Question 52

trade show

Answer 52

manufacturers show off product to wholesalers and retailers

Question 53

POP display

Answer 53

signs, displays, banners, etc., used in stores to encourage purchase

Question 54

promotional items

Answer 54

products emblazoned with logos to be given away

Question 55

Sales Incentive Programs

Answer 55

cash prizes, trips, and other perks to hit sales incentives

Question 56

Public Relations activities consist of

Answer 56

``` media relations sponsorships special events buzz-building: word of mouth and blogging advice and counsel ```

Question 57

Goals of advertising:

Answer 57

To inform, persuade, remimd, and build relationships

Question 58

Retail/Local Advertising

Answer 58

encourages customers to shop at a specific store or us a local service cooperative advertising

Question 59

Internet Advertising

Answer 59

banners, buttons, pop-up ads, search engine and directory listings, email

Question 60

Factors affecting media scheduling

Answer 60

match between the target market profile and the people reached by different media vehicles advertising patterns of competitors capability of medium to convey desired info compatibility of product with editorial content

Question 61

diverting

Answer 61

When a retailer buys products from a manufacturer at a discount and then hides it in their warehouses (not selling it in their store) only to later sell it to other retailers or customers when the manufacturer's price goes back up.