Exam #4 Part 1 Flashcards
1
Q
Reasons for Promotion (9)
A
- Provide Information
- Stimulate demand
- Differentiating products
- Reminding current customers
- Countering competitors
- Responding to negative news
- Smoothing demand
- Persuading decision-makers
- Influencing public behavior
2
Q
Promotional Tools (5)
A
- Advertising
- Sales Promotion
- Personal Selling
- Public Relations/Publicity
- Direct Marketing
3
Q
Advertising
A
- public presentation
- pervasiveness
- amplified presence
- impersonality
4
Q
Sales Promotion
A
- communication leading to product
- incentive
- invitation
5
Q
Personal Selling
A
- personal confrontation
- cultivation
- response
6
Q
Public Relations/Publicity
A
- high credibility
- off-guard
- dramatization
7
Q
Direct Marketing
A
- non-public
- customized
- up-to-date
8
Q
Push Strategies
A
- Producer to Wholesalers
- Wholesalers to Retailers
- Retailers to Consumers
9
Q
Pull Strategies
A
- Consumers to Retailers
- Retailers to Wholesalers
- Wholesalers to Producer
10
Q
Communications Model
A
Draw it! Three essential elements: -source -message -receiver
11
Q
Message purposes (4)
A
- gain attention
- hold interest
- arouse desire
- elicit action
12
Q
Message Formulation Problems (4)
A
- What to say (content)
- How to say it logically (structure)
- How to say it symbolically (structure)
- Who should say it (source)
13
Q
Message elements (4)
A
- message content
- message structure
- message format
- message source
14
Q
Message content (4)
A
- appeal
- theme
- idea
- unique selling proposition
15
Q
Message structure (3)
A
- conclusion-drawing
- one-sided or two-sided arguments
- order of presentation
