Chapter 14; Program Promotion

Question 1

What are 4 ways promotion can happen?

Answer 1

Inform (make aware/ give facts)
Educate (teach how to do something)
Persuasion (try to bring attitude change)
Remind (tell people again & again)

Question 2

How is persuasion accomplished?

Answer 2

advertising, attempt to sway people using catchy music, humour, stories, statistics & comparisons

Question 3

What are channels?

Answer 3

used as a marketer to target different customer through informing, educating, persuading or reminding (any way to get to them)

Question 4

What are the 5 channels?

Answer 4

Advertising
Publicity
Sales Promotion
Personal selling
public relations

Question 5

what are the characteristics of advertising?

Answer 5

paid message
non personal
uses mass media

Question 6

what are the considerations of advertising?

Answer 6

cost of specific advertising tools
more pricey than other methods
appropriateness to target group
timing

Question 7

What are the characteristics of publicity?

Answer 7

not paid (free advertising)
relies on media coverage

Question 8

what are the considerations of publicity?

Answer 8

goal is favorable publicity

since it is free it could be bad

Question 9

what are the characteristics of sales promotion?

Answer 9

aimed at new sources of participants
create new interest
persuade/inform

Question 10

what are the considerations of sales promotion?

Answer 10

short term
used on infrequent basis
appropriate place & time

Question 11

What are the characteristics of personal selling?

Answer 11

direct contact

persuasive method

Question 12

what are the considerations of personal selling?

Answer 12

must be good public speaker
effective communicator
ability to relate
customer presentations must be creative

Question 13

what are the characteristics of public relations?

Answer 13

must develop positive image
public perceives organization as good rep
not all press is good press
must be strategic
focus on managing reputation

Question 14

what are the considerations of public relations?

Answer 14

high caliber & quality of services
positive attitudes of staff
friendly, attentive, informative
positive interaction with public

Question 15

What is a promotion tool? give examples

Answer 15

medium or material used for promotion

• newspapers
• flyers
• social media
• brochures
• newsletters
• news releases

Question 16

What is the promotion tool NEWSPAPER about?

Answer 16

• very popular tool
• reaches a large audience but not necessarily the one you want to reach
• fits a variety of budgets
• people often look for something specific not something that catches their eye

Question 17

what is the promotion tool NEWSLETTER about?

Answer 17

• must have up to date info about organizations activities
• create a positive image
• consider: audience, size, format
• easy to make
• you can write exactly what you want on it
• sometimes you can choose who gets them

Question 18

What is the promotion tool BROCHURES about?

Answer 18

• content: must be informative, accurate, concise, appealing
• timing: ensure people have enough time to organize themselves
• format & design: attractive to target market
• Distribution: do it where your target market would be
• cost: budget will reflect what you can do
• include: who, what, when, where, why, how

Question 19

What is the promotion tool NEWS RELEASES about?

Answer 19

• free
• deadlines matter
• brief but accurate
• most important info at the beginning
• competition for space
• usually sent to major news places
• the media place chooses what they want to be delivered to
• television and radio

Question 20

What is the promotion tool FLYERS about?

Answer 20

• single page
• quality depends on revenue
• be attractive, to the point, with good layout and formal or informal balance, proportion of elements, sequence of presentations, unity of content