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MKT > Chapter 8: Promotional Strategies > Flashcards

Chapter 8: Promotional Strategies Flashcards

1
Q

Activities that communicates a products value to consumers

A

Promotion

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2
Q

Advertising, Sales Promotion, Personal Selling & Public Relations

A

Four Elements of Promoting

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3
Q

Non-personal communication of goods services, or ideas

A

Advertising

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4
Q

Nonpersonal communication tools that help stimulate quicker and consistant purchases of a product.

A

Sales Promotion

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5
Q

Communication between a sales-person and a consumer

A

Personal Selling

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6
Q

Communication between a company and their customers promoting a positive image

A

Public Relations

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7
Q

The coordination of promotion-mix elements with the goal of sharing a specific message with customers

A

Integrated Marketing Communications (IMC)

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8
Q

Why should firms use marketing research?

A

Firms should use marketing research to determine which promotion elements increase sales, build equity, and improve relationships with the public.

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9
Q

Advertising is paid for by..

A

Sponsors

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10
Q

Solely advertising through media

A

Non-personal Advertising

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11
Q

Advertising that is controlled by whomever purchased it. Includes the location and time frame of the ad.

A

Paid Advertising

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12
Q

Planned advertisements that share a specific theme

A

Advertising Campaign

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13
Q

Inform, Persuade, Remind

A

Objectives of advertising campaigns

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14
Q

Advertising that develops demand

A

Informative Advertising

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15
Q

Advertising that increases consumer demands

A

Persuasive Advertising

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16
Q

Advertising that keeps a product in the public’s view

A

Reminder Advertising

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17
Q

A firms choice of advertising depends on what?

A

The firms intention to either inform, persuade, or remind a demographic.

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18
Q

Combining sensory components, appealing emotionally to consumers, product demonstration, and Narrowcasting.

A

Advantages of TV Advertising

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19
Q

High Advertising Costs, and DVR Ad-skipping

A

Disadvantages of TV Advertising

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20
Q

The promotion of branded material in media production

A

Product Placement

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21
Q

Desktop and Mobile Advertising

A

Internet Advertising

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22
Q

Advertising links custom to a consumer’s search history

A

Paid Search Advertising

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23
Q

Communicating directly to consumers in order to get a response

A

Direct Marketing

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24
Q

Newspapers & Magazines

A

Print Advertising

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25
Q

Spreading information to a narrow demographic

A

Narrowcasting

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26
Q

Effective for small businesses, specific audience target, specific ad placements.

A

Advantages of Print Advertising

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27
Q

Results sensitive to placement, decreased use by younger audience, delayed release date, and easy failure of unimaginative ads.

A

Disadvantages of Print Advertising

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28
Q

$27 Billion

A

How much is spent per year on radio advertising?

29
Q

Allows easy geographic segmentation and is cost-effective

A

Advantages of Radio Advertising

30
Q

Audio only, and Ad-Free Channels

A

Disadvantages of Radio Advertising

31
Q

Billboards, Signs, Skywriting, Building Ads

A

Outdoor Advertising

32
Q

Flexible, Cost-efficient, Targeted Ad Location

A

Advantages of Outdoor Advertising

33
Q

Low exposure time, limited space, wasted coverage

A

Disadvantages if Outdoor Advertising

34
Q

Advertising to a mobile device

A

Mobile Advertising

35
Q

Provides a discount on a product or service

A

Coupon

36
Q

illegal copying of coupon, mistakenly giving bigger discount amount, or reusing the same one-time use coupon

A

Misredemtion of a Coupon

37
Q

Receiving money after making a purchase via mailing in a receipt to a manufacturer.

A

Rebates

38
Q

Trials or product testers that help consumers decide whether they wish to purchase a product.

A

Samples

39
Q

Promotions that pit consumers against each other in hopes of winning a prize

A

Contest

40
Q

Promotions where entries have equal chances to win prizes.

A

Sweepstakes

41
Q

Promotional items that give consumers incentive for purchasing a product or service

A

Premiums

42
Q

Accumulating points that can be cashed in for rewards from being a loyal customer.

A

Loyalty Programs

43
Q

Tools used to promote products or services to wholesalers and retailers

A

Trade Sales Promotions

44
Q

An event where a company promotes products to potential customers

A

Trade Shows

45
Q

Paying retailers for financial losses associated with promotions

A

Allowances

46
Q

Providing activities that help retail personnel understand a product

A

Training

47
Q

Immediate Feedback, and Relationship Selling

A

Advantages of Personal Selling

48
Q

Building and maintaining trust with consumers

A

Relationship Selling

49
Q

A way for an organization to share achievements with stakeholders

A

Annual Reports

50
Q

Lets an organization market a message to a group in public

A

Speeches

51
Q

A tool used in order to share thoughts with the public

A

Blogs

52
Q

Short Informational literature

A

Brochures

53
Q

Product samples, press releases, answeres to FAQ’s, and contact information

A

Media Kit

54
Q

Media Kits are..

A

packages of information given to the press

55
Q

Organizations that pay for their name to be used in a project, program, or facilities

A

Sponsorship

56
Q

Developing events promoting to a target market

A

Event Marketing

57
Q

People are more mad with a company during a crisis when what occurs?

A

When a company covers up, or delays efforts to improve a crisis?

58
Q

Marketers can ___________________ in order to entice consumers to spend money, donate, or support someone.

A

share an organizations actions positively

59
Q

A sample of consumers that evaluated ads before a campaign begins

A

Pretest

60
Q

An evaluation after the campaign with the same segment of consumers

A

Posttest

61
Q

Showing consumers physical advertisements and asking if they’ve seen it before.

A

Recognition Test

62
Q

Recalling promotional material without hints

A

Unaided Recall Test

63
Q

Recalling promotional material with hints

A

Aided Recall Tests

64
Q

How much of a market has been exposed to an ad.

A

Reach (%)

65
Q

The amount of times consumers see an ad

A

Frequency

66
Q

Ad revenue received compared to advertising costs

A

Revenue per ad dollar

67
Q

Budget based on what a company thinks they can afford

A

Affordable Budgeting Method

68
Q

Designating a specific chunk of a prior (or future) periods sales to the promotional budget

A

Percentage-of-Sales Method

69
Q
A

MKT (8 decks)

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