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Marketing > Chapter:14 Promoting Products: Public Relations/Sales Promotion > Flashcards

Chapter:14 Promoting Products: Public Relations/Sales Promotion Flashcards

1
Q

Public Relations

A

create a positive image and customer preference through 3rd party endorsements

easy way for differentiation

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2
Q

Public Relations

A

create a positive image and customer preference through 3rd party endorsements

easy way for differentiation

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3
Q

Major PR Activites

A 
Press Relations
Product Publiicity
Corporate Communications
Lobbying
Counseling
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4
Q

Press Relations

A

aim is to place newsworthy info into the news media to attract attention to a person, product or service

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5
Q

Product Publicity

A

various efforts to publicize specific products
assists in new product launch/repositioning
creates interest in a product category

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6
Q

Corporate Communications

A

involves communications w internal and external customers

promotes understanding of the organization

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7
Q

Lobbying

A

dealing w legislators and governement officials to promote or defeat legislation and regulation

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8
Q

counseling

A

advising mngment and public about issues and company position and image

example water scarcity in tofino

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9
Q

Publicity

A

secures editorial space, as opposed to paid space in print and broadcast media to promote a product or a service

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10
Q

PR Process 5 Step

A 
Research
Establish Marketing Objectives
Define the Target Audience
Choose the PR Message and Vehicle
Implement the Marketing PR Plan
Evaluate the Results (exposure/profit)
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11
Q

Major Tools in Marketing PR

A 
publications
events
news
speeches
public service activities
identity media
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12
Q

PR Opportunities for the Hospitality Industry

A

Build PR around Owner/Operator (face of product)
Build PR around location (isolation can be a PR tactic)
Build PR around a Product or Service (unique)

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13
Q

Crisis Management

A

take all precautions to prevent negative events from occuring

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14
Q

Sale-Promotion Objectives

A 
increase short term sales
help build long term market share
entice customers to try new product
lure customers away from competitors
hold and reward loyal customers
build strong customer relationships
obtain new accounts
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15
Q

Sales Promotion Tools

A 
samples
coupons
packages
patronage rewards
contests sweepstakes
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16
Q

Developing the Sales Promotion Program

A 
decide on the size of incentives
set the conditions for participation
decide how much to promote/distribute
set dates
decide on the budget
17
Q

Local Store marketing

A

are or neighbourhood marketing

low cost hands-on effort to take advantage of all opportunities in immediate training area

school tours, product tastings

18
Q

Major PR Activites

A 
Press Relations
Product Publiicity
Corporate Communications
Lobbying
Counseling
19
Q

Press Relations

A

aim is to place newsworthy info into the news media to attract attention to a person, product or service

20
Q

Product Publicity

A

various efforts to publicize specific products
assists in new product launch/repositioning
creates interest in a product category

21
Q

Corporate Communications

A

involves communications w internal and external customers

promotes understanding of the organization

22
Q

Lobbying

A

dealing w legislators and governement officials to promote or defeat legislation and regulation

23
Q

counseling

A

advising mngment and public about issues and company position and image

example water scarcity in tofino

24
Q

Publicity

A

secures editorial space, as opposed to paid space in print and broadcast media to promote a product or a service

25
Q

PR Process 5 Step

A 
Research
Establish Marketing Objectives
Define the Target Audience
Choose the PR Message and Vehicle
Implement the Marketing PR Plan
Evaluate the Results (exposure/profit)
26
Q

Major Tools in Marketing PR

A 
publications
events
news
speeches
public service activities
identity media
27
Q

PR Opportunities for the Hospitality Industry

A

Build PR around Owner/Operator (face of product)
Build PR around location (isolation can be a PR tactic)
Build PR around a Product or Service (unique)

28
Q

Crisis Management

A

take all precautions to prevent negative events from occuring

29
Q

Sale-Promotion Objectives

A 
increase short term sales
help build long term market share
entice customers to try new product
lure customers away from competitors
hold and reward loyal customers
build strong customer relationships
obtain new accounts
30
Q

Sales Promotion Tools

A 
samples
coupons
packages
patronage rewards
contests sweepstakes
31
Q

Developing the Sales Promotion Program

A 
decide on the size of incentives
set the conditions for participation
decide how much to promote/distribute
set dates
decide on the budget
32
Q

Local Store marketing

A

are or neighbourhood marketing

low cost hands-on effort to take advantage of all opportunities in immediate training area

school tours, product tastings

Marketing (11 decks)

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