Chapters 17, 19, 20

Question 1

Product Promotion

Answer 1

Convince buyers to buy their product instead of the competition (selling)

Question 2

Institutional Promotion

Answer 2

Public relations (reputation) (i.e. company website, community/charity involvement)

Question 3

Promotional Mix

Answer 3

Cost effective combination of strategies used by companies to promote their products

Question 4

Advertising

Answer 4

Non-personal promotion in which companies pay to promote ideas, goods, or services

Question 5

Direct Marketing

Answer 5

Promotion used to address individuals directly, not through third party medium (i.e. mail, telemarketing, email)

Question 6

Social Media

Answer 6

Electronic media that allows people with similar interests to interact

Question 7

News Release

Answer 7

An announcement sent by a business to appropriate media outlets

Question 8

Sales Promotion

Answer 8

All marketing activities that are directed at businesses or retail customers

Question 9

Trade Promotion

Answer 9

Sales promotions that are directed to manufacturers, wholesalers, and retailers; more money is spent on trade promotion than sales promotion

Question 10

Consumer Promotion

Answer 10

Promotions that encourage customers to buy products or services

Question 11

Slotting Allowance

Answer 11

Cash paid to manufacturer, from business’s, to help pay to place the business’s product

Question 12

Premium

Answer 12

Giveaways of a low cost item for free or at a discount (i.e. shirts w/ headphones)

Question 13

Incentive

Answer 13

High priced items given away through contests or special offers (i.e. gift card rebates)

Question 14

Loyalty Marketing Program

Answer 14

Reward customers by offering incentives for repeated purchase

Question 15

Sponsorship

Answer 15

Negotiation between business and third party to use a logo; this enhances corporate image (i.e. bluebird cancer meet, TCM meet)

Question 16

Pull Policy

Answer 16

Attract customers to stores to buy a product

Question 17

Push Policiy

Answer 17

Convince retailer to take your product

Question 18

Media

Answer 18

Agencies (newspaper companies), means, or instruments (TV, radio) used to convey advertising to the public

Question 19

Media Planning

Answer 19

Deciding what (message) should be displayed when (time) and where (size and place)

Question 20

Audience

Answer 20

The number of homes or people exposed to an ad

Question 21

Frequency

Answer 21

How often a person is exposed to an ad

Question 22

Impression

Answer 22

Single exposure to an advertising message

Question 23

Logotype

Answer 23

Graphic or logo that represents a company

Question 24

Headline

Answer 24

Word or phrase that catches a readers attention

Question 25

Copy

Answer 25

Selling message of a written advertisement

Question 26

Ad Layout

Answer 26

Sketch that depicts ad layout; arrangement

Question 27

Signature

Answer 27

The distinct logotype or name that ties an ad to a company