Chapter 13- Traditional And Digitsl Promotional Tools

Question 1

Promotion mix

Answer 1

Advertising
Product placement
Branded entertainment
Sales promotion
Personal selling
Public relations agencies
Direct response marketing
Event marketing
Sponsorships
Online marketing
Social media marketing
Mobile marketing

Question 2

Product placement

Answer 2

Inclsion of a product in a movie or tv program in return for payment

Effects can be hard to measure

Very common to use

Long term

Ex. Reese’s cups in movie ET

Question 3

Branded entertainment

Answer 3

Creation of an entertainment program such as a tv episode that is highly focused on a brand in exchange for payment.

Less common

Brand is crafting the entertainment

Ex. Lego Batman movie - wouldn’t exist without Batman and Lego existing

Question 4

Sales promotions

Answer 4

Provides short term incentives to generate interest in a product or cause and curates purchase or support.

Two basic types of= consumer and trade.

Question 5

Consumer / mobile sales promotion

Answer 5

Samples, coupons, bonus packs, loyalty programs, etc.

Mobile messaging

QR codes

Proximity = geofencing. Ex. Can geofence around a certain area and send out notifications in you are within that area using our phones since they have geo locations in them.

Question 6

Direct response marketing

Answer 6

A tool to communicate with consumers in a targeted and personalized way using other traditional or online approaches.

Call to action for consumer (“order now” button)
Offline and online approaches
Use metrics to evaluate success

Question 7

Event marketing

Answer 7

Creation or involvement of a brand in an experience or occasion that heightens its awareness, creates positive associations, and generates a desired response

Experiential marketing

Question 8

Sponsorship

Answer 8

Company paying a free in exchange for inclusion to an event

Ex. Brands shown in ice or around ice at NHL games

Question 9

Personal selling

Answer 9

Involves the two way flow of communication between a buyer and a seller, often face to face or facilitated through communication devices, to influence an individual or group purchase decision

See this more in brand to brand sales.

Order= prospecting, pre approach, approach, presentation, close, follow up

Question 10

Public relations

Answer 10

A communications tool that seeks to influence the opinions and attitudes of target groups through the use of unpaid media exposure (publicity)

Ex. Press releases, press conferences, special events, company reports, social media release, etc.

Question 11

Media types

Answer 11

Paid media
Owned media
Earned media

Question 12

Websites

Answer 12

Online marketing tool.

One of the first touchpoints with a brand could be through a website.

Needs to have fresh and updated content.

Different types: transactional, promotional(micro sites) , corporate

Question 13

Search engine marketing (SEM)

Answer 13

Refers to a form of advertising that emerges after a search engine query.

Pay per click ads
Search engine optimization (seo)

Question 14

Word of mount marketing

Answer 14

Identifying influential individuals who can spread the word making it easier for them to do so

Works at viral, influencer, and professional levels

Question 15

Influencer Marketing

Answer 15

Identifying and recruiting influencers to advocate a companies products, services, and brands

Identify by numbers of followers on various sites

Question 16

Social media marketing

Answer 16

A unique blending of technology and social interaction to create a communal experience and personal value for users.

Consumer generated media
Social network

Pros= Very flexible, immediate results, low cost.

Cons = multiway communication . Needs dedication attention.

Question 17

Uses of social media

Answer 17

Exposure - awareness
Engagement - connect with brand
Amplification - boost brands message

Question 18

User generated content

Answer 18

Any form of inline media content that is publicly available and created by customers or end users.

Need to have:
1. Publicly accessible websites or social media sites
2. Significant degree of original or creative effort
3. By an individual outside of a professional or commercial organization

Question 19

Mobile marketing

Answer 19

Set of practices for communicating and engaging Jin an interactive and relavent manner through mobile decides

Tablets, phones, and wearables.

Question 20

Mobile marketing tools

Answer 20

Provides markets with a platforms for one to one personalized communications where targeting can be more precise by demographics, decide, interest, and in real time and location.

Mobile web and mobile apps

Question 21

Showrooming

Answer 21

Use of smartphones at retail to check product details, reviews, and prices online.

Question 22

Mobile marketing landscape

Answer 22

The dynamic and evolving ecosystem of marketing strategies and tools and technologies that leverage mobile devices