class 13

Question 1

what is a good “big idea” or creative concept

Answer 1

Based on solid positioning
Communicates the positioning with impact

Question 2

Where does impact come from?

Answer 2

Relevant: a message that matters to people
Unique: novel, attention-getting, memorable
Generative: it can extend beyond the initial execution into related ideas to permit evolution
Emotion: it makes people feel something

Question 3

what are product ads

Answer 3

Focused on selling a good/service

Question 4

what are institutional ads

Answer 4

Focus on building the image of the organization
Ex: nike did an ad of a famous man and it shows his face also with a saying

Question 5

rational appeals

Answer 5

Presenting rational arguments or information to consumers to influence their beliefs/ knowledge

Question 6

product demonstration (rational appeals)

Answer 6

technique of demonstrating exactly how it works

Question 7

product comparisons (rational appeals)

Answer 7

comparing your product to a competing product

Question 8

customer testiminioals (rational appeals)

Answer 8

using people who had positive experiences with the product

Question 9

emotional appeals

Answer 9

Evoke strong emotions in consumers to achieve marketing objectives

Question 10

examples of emotional appeals

Answer 10

Positive emotional appeals (ex: humor, hope, love) → ex: coca cola taste the feeling ad
Negative emotional appeals (ex fear)–> dont drink and drive examples
Mixed emotional appeals (ex: nostalgia)
Sex appeals

Question 11

what is personal selling

Answer 11

Two way flow of communication between buyer and seller designed to influence the buyers purchase intentions
A wide of variety of careers involve some element of personal selling
Most interpersonal element of the promotional mix
Critical link between the company and customers
sales people
adds value because u build relationships/..
ex: car dealerships. you deal with one salesperson

Question 12

stages of personal selling

Answer 12

1. prospecting
2. preappraoch
3. approach
4. presenation
5. close
6. follow up

Question 13

what is prospecting (personal selling)

Answer 13

search for and qualify products
could use cold calling, telemarketing, trade shows
to generate a list of potential customers (leads) and assess their potential (qualify)

Question 14

what is preappraoch (personal selling)

Answer 14

gather information and decide how to approach the prospect
prior to meeting the customer for the first time
using crm programs, gathering additional info

Question 15

what is approach (personal selling)

Answer 15

gain a prospect’s attention, stimulate interest, and make transition to the presentation

Question 16

what is presentation (personal selling)

Answer 16

begin converting a prospect into a customer by creating a desire for the product/service
time for the first person to person meeting, handling any objections

Question 17

what is close (personal selling)

Answer 17

obtain a purchase commitment form the prospect and create a customer

Question 18

what is follow up (personal selling)

Answer 18

ensure that the customer is satisfied with the product/service
the sale is never truly over
The follow-up is therefore a prime opportunity for salespeople to solidify the customer relationship through great service quality –> reliability, resposnivess, assuanrace, empathy , tangibles

Question 19

product placement

Answer 19

They include their product in nontraditional situations like in a movie or tv show