Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

key concepts > chapter 16 > Flashcards

chapter 16 Flashcards

1
Q

important
what is promotion

A

all the techniques sellers use to motivate people to buy their products or services.

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

important
what is promotional mix?

A

The combination of promotional tools an organization uses

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

important
What is the importance of promotion?

A
  1. creating awareness
  2. building interest
  3. encouraging purchase decisions
  4. building brand equity
  5. fostering customer loyalty
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

important
what is the traditional promotional mix

A
  1. advertising
  2. personal selling
  3. public relations
  4. sales promotion
  5. the product
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

important
what is Integrated marketing communication

A

Combines the promotional tools into one comprehensive, unified promotional strategy.

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

important
advantages of integrated marketing communication

A

create a positive brand image
meet the needs of the consumer
meet the promotional goals of the firm.

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

important
types of promotional mix

A
  1. advertising
  2. personal selling
  3. sales promotion
  4. public relations
  5. direct marketing
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

important
what is advertising and it’s aim

A

a paid form of communication through various media channels such as television and radio. It aims to reach a wide audience and create awareness and interest in a product or service

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

important
what is personal selling

A

involves face-to-face interaction between a salesperson and potential customers. It allows for direct communication, building relationships, and persuading them to make a purchase

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

important
what is sales promotion

A

short-term incentives or offers aimed at stimulating immediate sales

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

important
what are public relations and it’s aim

A

focus on managing the image and reputation of a business through press releases, events, and sponsorships. It aims to create positive publicity and build relationships with the target audience

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

important
what is direct marketing

A

reaching out to customers directly through channels like email, direct mail, telemarketing, and targeted online advertising

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

important
New Integrated Marketing Communication (IMC) Ways of Marketing

A
  1. content marketing
  2. social media marketing
  3. influencer marketing
  4. experiential marketing
  5. Guerrilla Marketing
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

important
what is content marketing?

A

creating and sharing valuable, relevant, and consistent content to attract and engage a target audience

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

important
what is social media marketing

A

using social media platforms to promote products or services, engage with customers, and build brand awareness

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

important
what is influencer marketing

A

involves collaborating with influential individuals on social media who have a significant following and influence over their audience

16
Q

important
what is experiential marketing

A

create memorable brand experiences that engage customers on a personal level

17
Q

important
what is guerilla marketing

A

involves unconventional and low-cost tactics that capture the attention of the target audience in unexpected ways

18
Q

steps in a promotional campaign

A
  1. identify target market
  2. define the objectives
  3. determine a promotional budget
  4. Develop a unifying message
    5.implement the plan
  5. evaluate effectiveness
19
Q

what is television advertising?

A

Paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the advertising message

20
Q

impact of television advertising

A
  1. wide reach
  2. visual and audio appeal
  3. brand building
21
Q

what is product placement?

A

Advertisers pay to put their products into TV shows and movies where the audience will see them to increase brand awareness

22
Q

example of product placement

A

InThe Amazing Spider-Man,the superhero uses a Sony smartphone

23
Q

what are infomercials

A

A full-length TV program devoted exclusively to promoting a particular good or service

24
Q

important
what is online advertising

A

refers to promoting products, services, or brands through various online channels, including websites, social media platforms, and mobile applications.

25
Q

important
advantages of online advertising

A
  1. reach target audience
  2. Cost-effective
  3. measurable results
  4. immediate impact
  5. personalization
  6. interactivity and engagement
26
Q

what is global advertising?

A

developing a consistent message and creative approach that can exceed cultural and language barriers to effectively communicate with diverse target markets worldwide

27
Q

negative example of global advertising

A

pepsi had a slogan “come alive” in china translated to come out of the grave alive with pepsi

28
Q

steps involved in public relations

A
  1. Listen to the public
  2. change policies and procedures
  3. inform people that you’re responsive to their needs
29
Q

what is sampling

A

a promotional strategy that lets people try a new product, often in a situation when they can buy it right away if they like it

30
Q

important
what is word-of-mouth promotion

A

People tell others about products they have purchased

31
Q

important
other promotional tools

A
  1. social networking
  2. blogging
  3. podcasting
  4. e-mail promotions
  5. mobile marketing
32
Q

what is push strategy

A

The producer uses promotional tools to convince wholesalers and retailers to stock and sell merchandise

33
Q

what is pull strategy

A

Heavy advertising and sales promotion efforts are directed toward consumers so that they’ll request the products from retailers

key concepts (7 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions