Advertising + Public relations + Personal selling + Sales promotion

Question 1

What is another term for thepromotion mix ?

Answer 1

Marketing communications mix

Question 2

Define the promotion mix

Answer 2

All the marketing tools a company uses to engage consumers, persuasively communicate customer value, and build customer relationships.

Question 3

What are the 5 major promotion mix tools?

Answer 3

1. Advertising
2. Sales promotion
3. Personal selling
4. Public relations
5. Direct & digital marketing

Question 4

What does integrated marketing communications consist of?

Answer 4

IMC carefully integrates and coordinates the company’s many communication channels

Question 5

What is the goal of integrates marketing communications?

Answer 5

To deliver a clear, consistent and compelling message about the organization/its products and build stronger customer relationships

Question 6

What are 3 factors that change the face of today’s marketing communications?

Answer 6

1. Changing consumers
2. Changing marketing strategies
3. Advancements in digital technology

Question 7

What is a PUSH marketing strategy?

Answer 7

Producer push their products onto consumers

Question 8

What is PULL marketing strategy?

Answer 8

Increasing the demand for a company’s product and draw/pull consumers to the product

Question 9

What is advertising?

Answer 9

Any paid form of non-personal presentation and promotion of ideas, goods or services from an identified sponsor

Question 10

What are four key decisions in developing an advertising program?

Answer 10

1. Setting advertising objectives
2. Setting the advertising budget
3. Developing advertising strategy (message, media)
4. Evaluating advertising effectiveness

Question 11

What does setting advertising objectives consist of?

Answer 11

A specific communication task, a specific target audiences, during a specific period of time based on decisions about target market, positioning, marketing mix, etc.

Question 12

What are informative advertising objectives (e.g. new products)?

Answer 12

-Communicating customer value
-Building a brand and company image
-Telling the market about a new product
-Explaining how a product works
-Suggesting new uses for a product
-Informing the market of a price change
-Describing available services and support
-Correcting false impressions

Question 13

What are persuasive advertising objectives (e.g. comparative/attack ad)?

Answer 13

-Building a brand preference
-Encouraging switching to a brand
-Changing customer perceptions of product value
-Persuading customer to purchase now
-Creating customer engagement
-Building brand community

Question 14

What are reminder advertising objectives (e.g. mature product)?

Answer 14

-Maintaining customer relationships
-Reminding consumers that the product may be needed in the near future
-Reminding consumers where to buy the product
-Keeping the brand in a customer’s mind during off-seasons

Question 15

What are the 4 different ways to set an advertising budget?

Answer 15

1. Affordable method
2. Percentage-of-Sales
3. Competitive-Party
4. Objective-and-Task

Question 16

What is the affordable method for setting an advertising budget?

Answer 16

At the level management thinks the company can afford.
Useful for small firms but often results in underspending

Question 17

What is the percentage-of-sales method for setting an advertising budget?

Answer 17

Simple to use but see sales not as results but cause of promotion
Based on money availability not opportunity

Question 18

What is the competitive-party method for setting an advertising budget?

Answer 18

Use collective wisdom of industry and prevent promotion wars but this makes insufficient sense

Question 19

What is the objective-and-task method for setting an advertising budget?

Answer 19

Defining specific promotion objectives, determining the tasks needed, and estimating the costs of performing these tasks.

Question 20

What are the two elements of an advertising strategy?

Answer 20

-Creating advertising messages
-Selecting advertising media

Question 21

How do marketers create an advertising message/brand content?

Answer 21

-Breaking through the clutter
-Merging advertising and entertainment
-Message and content strategy
-Message execution
-Consumer-generated content

Question 22

What is advertising media?

Answer 22

Vehicles through which advertising messages are delivered to their intended audiences

Question 23

What are the 4 steps in advertising media selection?

Answer 23

1. Determining reach, frequency, impact and engagement
2. Choosing among major media types
3. Selecting specific media vehicles
4. Choosing media timing

Question 24

What are reach, frequency, impact and engagement in advertising media?

Answer 24

Reach: how many people we target to reach?
Frequency: how frequent we want each targeted consumer to watch our ads?
Impact: are we getting our desired media impact?
Engagement: to what extent our ads engage consumers?

Question 25

What does return on advertising investment mean?

Answer 25

Net return on advertising investment divided by the costs of the advertising investment

Question 26

What should advertisers regularly evaluate?

Answer 26

-Communication effects
-Sales and profit effects

Question 27

What does public relations (PR) include?

Answer 27

Activities designed to engage and build good relations with the company’s various publics.