communicating the value offering

Question 1

goals of promotion

Answer 1

communicating value; inform, persuade and remind

Question 2

first thing to do promotion

Answer 2

identify target audience

Question 3

what is a customer journey map?

Answer 3

persona, timeline, customer actions, thoughts and emotions, touch points, and pain points

Question 4

list elements of promotional mix

Answer 4

advertising, sales promotion, public relations, personal selling, digital marketing and social media

Question 5

buzz marketing

Answer 5

word-of-mouth

Question 6

Most effective content for engagement

Answer 6

emotions ie fear, happiness (humour),

Question 7

Most effect for sales:

Answer 7

content (information) communicates benefits of products, realistic and relevant

Question 8

Speeding strategy

Answer 8

make something go viral

Question 9

Halo effect

Answer 9

the fit between influencer and brand values
(does influencer actually use product?), popularity, followership, credibility

Question 10

advertising

Answer 10

has to connect with products life cycle

Question 11

pioneering product advertising

Answer 11

Messages should be about information and benefits

Question 12

competitive product advertising

Answer 12

persuade and inform

Question 13

comparative product advertising

Answer 13

Legitimate claims , comparing against other brands and market leaders

Question 14

Sales promotion approaches

Answer 14

free sampling
multiple purchase
loyalty programs

Question 15

examples of public relations promotion

Answer 15

events, sponsorship and news

Question 16

define personal selling

Answer 16

two way communication, sales person and consumer.
Communicate
Sell
Build relationships
Manage information

Question 17

develop the message. Define rational appeal

Answer 17

main benefits that is offered

Question 18

develop the message. define emotional appeal

Answer 18

plays on human nature (emotions) good for creating brand image

Question 19

moral appeal