Advertising, Sales Promotions, and Personal Selling - Chapter 15

Question 1

What is the AIDA model?

Answer 1

Suggests that Attention leads to Interest, which leads to Desire, which leads to Action

Question 2

What is the “think, feel, do” model?

Answer 2

The 3 types of responses consumer make abt whether to take the next step in the process

Question 3

Aided recall

Answer 3

Occurs when consumers recognize the brand when its name is presented to them

Question 4

Top of mind awareness :

Answer 4

A prominent place in ppl’s memories that triggers a response without them having to put any thought into it

Question 5

Lagged effect :

Answer 5

Delayed response to a marketing communication campaign. Generally takes multiple exposures to an ad before a consumer fully processes its message.

Question 6

Lagged effect :

Answer 6

Delayed response to a marketing communication campaign. Generally takes multiple exposures to an ad before a consumer fully processes its message.

Question 7

Informative advertising :

Answer 7

Communicates to create and build brand awareness, w the ultimate goal of moving the consumer through the buying cycle to a purchase.

Question 8

Persuasive advertising :

Answer 8

Motivates consumers to take action.

Question 9

Public Service Announcement (PSA) :

Answer 9

Focuses on public welfare and generally is sponsored by non-profit institutions, civic groups, etc.

Question 10

Deceptive advertising :

Answer 10

Rep, omission, act or practice in an advertisement that’s likely to mislead consumers acting reasonably under the circumstances.

Question 11

Puffery

Answer 11

Legal exaggeration of praise, stopping just short of deception, lavished on a product.

Question 12

Deal

Answer 12

A type of short term price reduction that can take several forms such as a “featured price”, etc.

Question 13

Premium

Answer 13

Offers an item for free or at a bargain price reward some type of behaviour, such as buying, sampling, or testing. These rewards build goodwill among consumers, who often perceive high value in them

Question 14

Contest

Answer 14

Brand sponsored competition that requires some form of skill or effort.

Question 15

What is POP short for ?

Answer 15

Point of Purchase

Question 16

Point of purchase (POP) display :

Answer 16

Merchandise display located at the pt of purchase, such as checkout counter in grocery store.

Question 17

Cross promoting :

Answer 17

When 2 or more firms join together reach a specific target market.

Question 18

What do retailers consider when evaluating a trade promotion?

Answer 18

• the realized margin from the promotion
• the cost of the additional inventory carried bc of buying more than the normal amt of the product
• the potential increase in sales from the promoted merchandise
• the long term impact on sales of the promotion
• potential loss suffered when customers switch to the promoted merchandise from more profitable TVs
• additional sales made to customers attracted to the store by the promotion

Question 19

What is the Personal Selling Process

Answer 19

1. Generate and Qualify Leads
2. Preapproach
3. Sales Presentaions and Overcoming Objections
4. Closing the Sale
5. Follow up

Question 20

Trade shows :

Answer 20

Major events attended by buyers who choose to be exposed to products/services offered by potential suppliers in an industry.

Question 21

Preapproach

Answer 21

Occurs prior to meeting the customer for the first time and extends the qualification of leads procedure described in Step 1.

Question 22

Closing the sale :

Answer 22

Obtaining a commitment from the customer to make a purchase.