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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
Spreading information to a narrow demographic
Narrowcasting
26
Effective for small businesses, specific audience target, specific ad placements.
Advantages of Print Advertising
27
Results sensitive to placement, decreased use by younger audience, delayed release date, and easy failure of unimaginative ads.
Disadvantages of Print Advertising
28
$27 Billion
How much is spent per year on radio advertising?
29
Allows easy geographic segmentation and is cost-effective
Advantages of Radio Advertising
30
Audio only, and Ad-Free Channels
Disadvantages of Radio Advertising
31
Billboards, Signs, Skywriting, Building Ads
Outdoor Advertising
32
Flexible, Cost-efficient, Targeted Ad Location
Advantages of Outdoor Advertising
33
Low exposure time, limited space, wasted coverage
Disadvantages if Outdoor Advertising
34
Advertising to a mobile device
Mobile Advertising
35
Provides a discount on a product or service
Coupon
36
illegal copying of coupon, mistakenly giving bigger discount amount, or reusing the same one-time use coupon
Misredemtion of a Coupon
37
Receiving money after making a purchase via mailing in a receipt to a manufacturer.
Rebates
38
Trials or product testers that help consumers decide whether they wish to purchase a product.
Samples
39
Promotions that pit consumers against each other in hopes of winning a prize
Contest
40
Promotions where entries have equal chances to win prizes.
Sweepstakes
41
Promotional items that give consumers incentive for purchasing a product or service
Premiums
42
Accumulating points that can be cashed in for rewards from being a loyal customer.
Loyalty Programs
43
Tools used to promote products or services to wholesalers and retailers
Trade Sales Promotions
44
An event where a company promotes products to potential customers
Trade Shows
45
Paying retailers for financial losses associated with promotions
Allowances
46
Providing activities that help retail personnel understand a product
Training
47
Immediate Feedback, and Relationship Selling
Advantages of Personal Selling
48
Building and maintaining trust with consumers
Relationship Selling
49
A way for an organization to share achievements with stakeholders
Annual Reports
50
Lets an organization market a message to a group in public
Speeches
51
A tool used in order to share thoughts with the public
Blogs
52
Short Informational literature
Brochures
53
Product samples, press releases, answeres to FAQ's, and contact information
Media Kit
54
Media Kits are..
packages of information given to the press
55
Organizations that pay for their name to be used in a project, program, or facilities
Sponsorship
56
Developing events promoting to a target market
Event Marketing
57
People are more mad with a company during a crisis when what occurs?
When a company covers up, or delays efforts to improve a crisis?
58
Marketers can ___________________ in order to entice consumers to spend money, donate, or support someone.
share an organizations actions positively
59
A sample of consumers that evaluated ads before a campaign begins
Pretest
60
An evaluation after the campaign with the same segment of consumers
Posttest
61
Showing consumers physical advertisements and asking if they've seen it before.
Recognition Test
62
Recalling promotional material without hints
Unaided Recall Test
63
Recalling promotional material with hints
Aided Recall Tests
64
How much of a market has been exposed to an ad.
Reach (%)
65
The amount of times consumers see an ad
Frequency
66
Ad revenue received compared to advertising costs
Revenue per ad dollar
67
Budget based on what a company thinks they can afford
Affordable Budgeting Method
68
Designating a specific chunk of a prior (or future) periods sales to the promotional budget
Percentage-of-Sales Method
69

MKT (8 decks)

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