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Marketing Exam 4 > Chapter 15 > Flashcards

Chapter 15 Flashcards

1
Q

What is Promotion

A
  • One of the four elements of the marketing mix
    The communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer’s purchasing decision
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2
Q

What are the four Promotion Mix categories?

A
  • Ads
  • Public Relations
  • Personal Selling
  • Sales Promotion
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3
Q

What is Ad?

A
  • is a paid, non-personal communication about an organization and its products transmitted to a target audience through mass media
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4
Q

What is a Personal Selling?

A
  • is a paid, personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation.
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5
Q

What is a Public Relations?

A
  • Basically it tells a story of a brand, it shapes the image of the product
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6
Q

What is Sales Promotion?

A
  • is an activity or material that acts as a direct inducement offering added value or incentive for the product to re-sellers
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7
Q

What is Integrated Marketing Communications?

A
  • Coordination of promotion and marketing efforts

for maximum impact.

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8
Q

What are the goals of IMC?

A
  • Consistent
  • Coordinated
  • Complementary
  • Continuity
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9
Q

What is Consistent?

A
  • Consistent message to customers
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10
Q

What is Coordinated?

A
  • Coordinate/manage promotional efforts to be logically connected
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11
Q

What is complementary?

A
  • Synchronization to create a greater overall campaign
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12
Q

What is Continuity?

A
  • Use more precisely targeted promotional tools over time
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13
Q

What are the 2 general Promo Strategies?

A
  • Push and Pull Policy
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14
Q

What is Push Policy? and what is Push Money also referred as? and what is it?

A
  • The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers.
  • Push money: also known as “spiffs”. An extra commission paid to retail employees to push products
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15
Q

What is Pull Policy? and EX

A
  • Promoting a product directly to consumers to develop strong demand that pulls products through the marketing channel.
  • Children’s toys. The companies reach the customer directly
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16
Q

What is the communication Process?

A
  • describes the exchange of information between two or more people.
17
Q

What are the elements in the communication Process?

A
  • Source, Encoding Info, Message Development, Media, Decoding, Feedback
18
Q

What is The Source? what do celebrities have?

A
  • the person/organization that has information to share.

- Q scores

19
Q

What are Q scores?

A
  • Consumers level of familiarity with a name - % who have heard of her/him
  • The number of respondents who indicate that a person, program or character is a favorite
20
Q

What is Encoding?

A
  • the process of putting words, thoughts, messages into symbolic form in such a way that they will be understood by the receiver/consumer.
21
Q

What is The Channel? and what are the 2 types of channels?

A
  • how the communication travels from the source to the receiver.
  • Non-personal and personal communication
22
Q

What is non-personal channel? and EX

A
  • No personal contact with consumer

- Print, Broadcast

23
Q

What is personal channel?

A
  • Involves direct contact
24
Q

What is Buzz Marketing?

A
  • a subset of “viral marketing” wherein companies hire socially active consumers to promote products
25
Q

How did Sony Ericsson get in trouble with Buzz Marketing?

A
  • Sony Ericsson used undercover marketers to act like tourists for the purpose of promoting its digital camera phone.
26
Q

What is Decoding?

A
  • the process of transforming the message back into thought
27
Q

What is the Noise?

A
  • anything that interferes with or distorts the message.
28
Q

What is Feedback?

A
  • the receiver’s response to the message.
29
Q

What are the 3 response Models?

A
  • Cognitive stage
  • Affective stage
  • Behavioral stage
30
Q

What is the Cognitive stage?

A
  • the “thinking” stage

Where the receiver becomes aware of the message

31
Q

What is the Affective Stage?

A
  • the “feeling” stage

Where the receiver forms a liking or preference for the ad object

32
Q

What is the Behavioral stage?

A
  • the “doing” stage

Where the receiver acts on the preference

33
Q

What is an AISA Model?

A

developed to explain how advertising can induce purchase

Marketing Exam 4 (6 decks)

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