Chapter 12

Question 1

Sales promotion

Answer 1

Short-term incentives to encourage trial or increase purchase (Ex. Coupons, Rebates, Samples, Contests, Premiums, Price packs)

Question 2

Direct marketing

Answer 2

Promotional element that uses direct communication with consumers to generate a response in the form of an order, request for information, or visit to a retail outlet or website. (Ex. Direct Mail, Telemarketing)

Question 3

Public relations

Answer 3

Placement of news or media presentations with the deliberate attempt to manage the public’s perception

Question 4

Advertising

Answer 4

Paid placement of announcements and persuasive messages to inform, gain liking/interest, and/or stimulate action

Question 5

Personal selling

Answer 5

Two-way communication between a buyer and seller designed to influence a purchase decision

Question 6

Push Strategy

Answer 6

A push strategy pushes products through the channel of distribution.

Question 7

Pull Strategy

Answer 7

producers direct their marketing activities toward the final consumer to encourage them to ask retailers (channel members) for the product.

Question 8

What are the three objectives of advertising?

Answer 8

cognitive, affective, behavioral

Question 9

Cognitive

Answer 9

Create awareness

provide knowledge

Question 10

Affective

Answer 10

Create factorable impression–interest

attain a preferred position in customers mind liking

Question 11

Behavioral

Answer 11

Stimulate action

make the sale

Question 12

What is the ultimate goal of promotion?

Answer 12

to influence someone to make a purchase

Question 13

What makes a good ad?

Answer 13

Product is obvious, Brand is obvious, and benefit is obvious