Chapter 15: Advertising, Sales Promotions, and Personal Selling Flashcards

1
Q

Advertising

A

paid message

delivered through media

must have identifiable source

designed to inform, remind, persuade

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

types of ads (4)

A

product
institutional
advocacy
public service

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

AIDA model

A

think feel do

attention -> interest -> desire -> action

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

laggard effect

A

advertising does not always have an immediate impact

multiple exposures are often necessary

difficult to determine which exposure leads to purchase

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

informative advertising

A

early in PLC, firms use informative advertising to educate consumers about the product/service

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

persuasive advertising

A

generally occurs in growth and early maturity stages of the PLC when competition is most intense

in the alter stage of the pLC may be used to reposition an established brand

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

reminder advertising

A

after products have gained acceptance

top of the mind awareness or unaided recall (when you know something without having to be reminded)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

regulatory and ethical issues in advertising

A

messages with an economic motivation

must be fact based

protected under the charter of rights and freedoms

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

publicity and public relations

A

publicity = free media attention

importance of PR has frown as the cost of other media has increased

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

digital media tools range from

A

websites, blogs, social media, and mobile apps

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

sales promotions

A

can be targets at either the ned user consumer of channel members

can be used in either push or pull strategies

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

push strategy

A

when we have sale promotions when the marketer pushes products so the consumer can buy it (coupons, rewards, etc.)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

pull strategy

A

consumers ask for the product, why aren’t you carrying it?? eventually the retailer may carry it

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Coupons

A

objective: stimulate demand
advantages: encourage retailer support and allow for direct tracing of sales
disadvantages: have low redemption rates and high costs

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

deals

A

objective: encourage trial
advantages: reduce consumer risk and retaliate against competitive action
disadvantages: may reduce perception of value

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

premiums

A

objective: build goodwill
advantages: increase perception of value
disadvantages: result in consumers who buy for the premium, not the product and have to be carefully managed

17
Q

contests

A

objective: build goodwill
advantages: generate excitement
disadvantages: require creativity and must be monitored

18
Q

sweepstakes

A

objective: encourage higher consumption
advantages: minimizes brand switching among existing consumers
disadvantages: sales often decline afterward

19
Q

samples

A

objective: encourage trial
advantages: offer direct involvement
disadvantages: have high cost to the firm

20
Q

loyalty programs

A

objective: encourage repurchase
advantages: create loyalty
disadvantages: have high cost to the firm

21
Q

PDP displays

A

objective: increase brand trial
advantages: provide high visibility and provide in-store support
disadvantages: it is difficult to get a good location in the store and can be costly to the firm

22
Q

Rebates

A

objective: stimulate demand
advantages: increase value perception
disadvantages: are easily copied by competitors and may just advance future sales

23
Q

B2B saes promotion

A

discounts and allowances:

cash discounts, trade discounts, early payment, seasonal discount, bulk purchase, commission, other allowances

24
Q

evaluating sales promotions using marketing metrics:

A

realized margin

cost of additional inventory

potential increase in sales

long term impact

potential loss from switches from more profitable items

additional sales by customers

25
Q

the scope and nature of personal selling

A

internet

telephone

face-to-face

teleconference

26
Q

personal selling

A

customize the message for specific buyers

assists in creating strong supply chain relationships

increased customer loyalty through relationship selling

gather research input from customers

crucial to the success of cRM

educate and provide advice

save time and simplify buying

27
Q

characteristics of the best sales people

A

intrinsic motivation

disciplined work style

ability to close a sale

ability to build relationship

28
Q

the personal selling process

A

generate and qualify leads

pre approach

sales presentations and overcoming objections

closing the sale

follow-up

29
Q

objections in sale related to:

A

needs, product, company, price, and time

30
Q

closing strategies (3)

A

last objection closing: are you ready to order if we show you…

trial closing: how much would you like to order? what colour, style, design, etc/?

standing-room-only-closing: if you won’t buy now, we can’t guarantee it later

31
Q

follow up from sale

A

5 service quality dimensions: reliability, assurance, responsiveness, empathy, tangibles

32
Q

digital marketing

A

data analysis: track and measure, objectives, strategy, objectives, tactics, implementation

digital marketing is like a circle

33
Q

marketing objectives

A

awareness -> leads -> generates revenue

34
Q

SEO

A

search engine optimization

important but less so as google is getting AI

VIDEO CONTENT IS KING
create, connect, and communicate