ch6 Flashcards
what is the promotion
is the element in an organization marketing mix that serves to inform persuade and remind the marketing of the product or the organization selling it
what is the five forms of promotion
person selling advertising sales promotion public relations publicity
what is the personal selling
is the direct presentaion of a product to prospective customer by a reprsentive of the organization selling it face to face or by phone and it may be directed to a middleman or a final consumer
what is advertising
is impersonal mass communication that the sponsor has paid for and in which the sposor is clearly identified
what is sales promotion
is demand simulating activity designed to supplement advertising and it facilitate personal selling it is paid by the sponsor and frequently involves a temporary incentive to encourage purchase
what is public relations
encompasses a wide variety of communication efforts to contribute to generally attitudes and opinions toward an organization and its products
most advertising and personal selling it does not include a specific massage true or false
true
what is the publicity
is special form of public relations that involves news and stories about an organization or it is product like advertising it include impersonal message that reaches a mass audience through the media
what several things that distinguish publicity from advertising
it is not paid for
the organization that is the subject of publicity has no control over it
it appears as news and therefore has greater credibility than advertising
what the four factors that should be in account when determining promotional mix
the target market
the nature of product
the stage of product life cycle
the amount of money available for promotion
what the variables affect in the choice of the promotional method
readiness to buy
what is readiness to buy
awareness knowledge liking preference conviction and purchase are called the hierarchy of effects
what is going in awareness stage
the seller task is to let the buyers know the product or brand exist here the objective is to build familiarity with the product or the brand name
what is going in the knowledge stage
goes beyond awareness to learning about the product features
what is liking stage
to how the market feels about the product or brand
what is the common technique in liking stage
a is to associate the item with attractive symbol or person
how to create preference
is to distinguishing among brands such that the market prefers yours
what is going in convication stage
entails the actual decision or comimtment to purchase
ممكن يكون في حاجات استثنائية زي ان يكون الشخص مش معاه المال الكافي
true or false
true
personal may be adequate in the small local market
but if you want to broaden the advertising is the solveing true or false
true
type of customer
promotional strategy depend on what level the the distribution channel wants to influences
the consumer and middleman buy the same product in they must have different strategy
a market with only one type of customers will call for a different promotional mix than market with many target markets
true or false
true
the fewer potential buyers there are the more effective personal selling is compared with advertising
true or false
true
the nature of the product
if the product low unit value it would be uncomatiple and it will use ads
if the product high unit value it is good to use the personal selling
degree of customization
if a product must be adapted to the individual customers needs personal selling is important
the benefits of most standardized products can be effectively communicated in ads
product that need to explain personal selling fit it should keep them in good working
true or false
true
in introducation phase in promotional stage
exhibits at trade
promotion startgy is aimed primarlyat middelman called
push strategy
promotion startegy is aimed primarly at end user called
pull
what is push strategy mean
the channel member directs its promotion primarly yat middleman that are the next link forward in the distribution channel push strategy has many personal selling and sales promotion
what is the promotional campaign
is planning the promotional program for an organization management should think in terms of the campaign concept
what is the campaign
is coordinated series of promotional efforts built around a single them and designed to reach a specific goal in a defined period of time
