Integrated Promotion Decisions

Question 1

Integrated Marketing Communication plan Tools

Answer 1

Advertising, personal selling, sales promotion, public relations.

Question 2

Advertising

Answer 2

Any paid from of non-personal presentation and promotion of ideas, good, or services

Question 3

Personal selling

Answer 3

A process of helping persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation

Question 4

Sales promotion

Answer 4

Incentives designed to stimulate the purchase or sale of a product usually in the short term

Question 5

Public relations

Answer 5

Non-paid, non-personal stimulation of demand for a product, service, or business unit by planting significant news about it or a favourable presentation in the media

Question 6

Digital marketing

Answer 6

Any promotion action reliant on digital medium

Question 7

Developing promotion mix (5 steps)

Answer 7

1. Define target audience - who, where, how they behave
2. Set promotional objectives
3. Set promotional budge - percentage-of-sales, competitive parity, objective-and-task
4. Design promotion mix - promotion components, specific activity, medium
5. Evaluate results - market research

Question 8

Reach

Answer 8

Total number of people exposed to one ad during a time period

Question 9

Out-of-home media

Answer 9

Billboards

Question 10

Exhibition

Answer 10

In-store displays

Question 11

Supplementary

Answer 11

Directories

Question 12

Sales Cycle

Answer 12

Time or number of visits to convince buyers to try and then adopt product.

Question 13

Sales promotion

Answer 13

Marketing activities, other than personal selling, advertising, and publicity, that stimulate consumer purchasing and dealer effectiveness (pull/push)