Chapter 16 Promotions Part of Final Flashcards
What is the promotion mix?
The combination of promotional tools an organization uses.
Define Integrated Marketing Communication (IMC).
A technique that combines the promotional tools into one comprehensive and unified promotional strategy.
What are the three purposes of IMC?
- Create a positive brand image
- Meet the needs of consumers
- Meet the strategic marketing and promotional goals of the firm
List the steps in a promotional campaign.
- Identify a target market
- Define the objectives for each element of the promotion mix
- Determine a promotional budget
- Develop a unifying message
- Implement the plan
- Evaluate effectiveness
What is advertising?
Paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the advertising message.
What was the total advertising expenditure in 2016?
$420 billion
How do consumers benefit from advertising?
Production costs of TV programs, radio programs, newspapers, and magazines are paid for by advertisers.
What are the major categories of advertising?
- Retail advertising
- Trade advertising
- Business-to-business advertising
- Institutional advertising
- Product advertising
- Advocacy advertising
- Comparison advertising
- Interactive advertising
- Online advertising
- Mobile advertising
Which media is still dominant for advertising?
Television advertising
What is product placement?
Putting products into TV shows and movies where they will be seen.
Define infomercial.
A full-length TV program devoted exclusively to promoting goods or services.
What is online advertising intended to do?
Get potential customers to a website to learn about a product.
True or False: Interactive promotion allows for a dialogue between buyers and sellers.
True
What are the benefits of social media advertising?
- Measure post views and shares
- Test promotions before traditional media
What is public relations (PR)?
The management function that evaluates public attitudes, changes policies and procedures in response to the public’s requests, and executes a program of action and information to earn public understanding and acceptance.
List the three steps of a good PR program.
- Listen to the public
- Change policies and procedures
- Inform people you’re responsive to their needs
What is publicity?
Any information about an individual, product, or organization that’s distributed to the public through the media and that’s not paid for or controlled by the seller.
What are the advantages of publicity?
- Free
- Reaches people who would not look at an advertisement
- More believable than advertising
What are the disadvantages of publicity?
- No control over media usage
- Can be good or bad
- Once a story has run, it is not likely to run again
Define sales promotion.
The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities.
What are key consumer promotions?
- Samples
- Coupons
- Contests and prizes
What is word-of-mouth promotion?
People tell others about products they have purchased.
What is viral marketing?
Paying customers to say positive things on the Internet or setting up schemes for commissions for directing friends to specific websites.
What are some steps to launch a successful promotional campaign on social networking?
- Know your customer base
- Post something new every day
- Develop fun, suitable hashtags
- Use a publishing calendar
- Engage with customers through contests and entertainment
- Follow back and reply to commenters
- Familiarize yourself with new site features
- Measure the effectiveness of posts
What is podcasting?
A means of distributing audio and video programs via the Internet that lets users subscribe to files and hear or view material at their convenience.
How do e-mail promotions benefit companies?
Increase brand awareness among commercial suppliers.
What is the push strategy in promotional strategies?
The producer uses advertising, personal selling, sales promotion, and all other promotional tools to convince wholesalers and retailers to stock and sell merchandise.
What is the pull strategy in promotional strategies?
Heavy advertising and sales promotion efforts are directed toward consumers so that they’ll request the products from retailers.
