Chapter 13: Promotional Essentials

Question 1

____ involves various forms of communications to inform, persuade, or remind.

Answer 1

Promotion

Question 2

• Advertising
• Sales Promotion
• Public Relations
• Personal Selling
• Digital and Social Media Marketing

Answer 2

Promotion Mix

Question 3

______ involve decisions about which combination of elements of the promotion mix best communicate with customers and potential customers.

Answer 3

Promotional Strategies

Question 4

A ______ tracks the effectiveness and efficiency of the promotional strategies for a particular product or product line over a given time period.

Answer 4

Promotion Campaign

Question 5

____ is the focus is on the channel of distribution and in getting the offering into the channel.

Answer 5

Push Strategy

Question 6

____ is the focus that shifts to stimulating demand for an offering directly from the end-user.

Answer 6

Pull Strategy

Question 7

____ is the application of marketing concepts within the organization.

Answer 7

Internal Marketing

Question 8

Buyers often pass through purchase decision processes in three steps:

Answer 8

• cognitive (learn)
• affective (feel)
• behavioral (do)

Question 9

_____ is using digital technologies like desktops, laptops, and smartphones to market value offerings. (Customers controls where, when, and how they interact with marketers.)

Answer 9

Digital Marketing

Question 10

______ is easier and less expensive than ever and with more depth and breadth than ever and gives marketers a more holistic view of people.

Answer 10

Data Collection

Question 11

Paid Media (Potential Issues)

Answer 11

• Difficulty standing out
• Declining response rates
• Potential credibility issues

Question 12

Owned Media (Potential Issues)

Answer 12

• Potential credibility issues
• Potentially substantial development effort required
• Desired results may be achieved over longer time horizons

Question 13

Earned Media (Potential Issues)

Answer 13

• Lack of control
• Communications and conversations may be negative
• Value can be difficult to measure

Question 14

____ is the creation and execution of an advertisement via any form of digital media.

Answer 14

Digital Advertising

Question 15

Digital Advertising Benefits:

Answer 15

• Rich data allows for a granular view of the ad’s performance.
• Strategy can be quickly adjusted.
• Distribute different information to different customer groups.
• Ad expense is justified by targeting desired customers.

Question 16

___ are clearly distinguished from the webpage’s primary content.

Answer 16

Digital Ads

Question 17

____ are boxes embedded into a website and can include graphics, text, videos, and hyperlinks.
- average click through rate is 4 out of 10,000

Answer 17

Banner Ads

Question 18

____ are full page ads shown before the viewer is directed to the intended page visit.

Answer 18

Interstitals