LECTURE 10 - PROMOTIONAL STRATEGIES

Question 1

purpose of promotion strategies

Answer 1

to support overall marketing objectives by influencing consumer awareness, attitudes, and behaviors toward products

Question 2

components of promotional strategies

Answer 2

integrated communications using:
- advertising: mass reach, builds awareness/image but can be costly
- public relations (PR): fosters good relations and credibility
- sales promotion: offers short-term incentives to boost immediate sales
- personal selling: face-to-face engagement, effective for complex products
- direct marketing: targets specific consumer segments

Question 3

define integrated marketing communications (IMC)

Answer 3

coordinating all marketing “touchpoints” for a consistent brand image
- need: increased due to fragmented media and segmented marketing approaches
- goal: align promotion with the other 3 Ps (product, price, place)

Question 4

define push strategy

Answer 4

uses personal selling to encourage intermediaries to promote the product

Question 5

define pull strategy

Answer 5

uses advertising to create consumer demand, pulling the product through the distribution channel

Question 6

advantaged of advertising

Answer 6

wide reach, repetition, artistic potential

Question 7

challenges of advertising

Answer 7

costly, impersonal, and fragmented media

Question 8

media options in advertising

Answer 8

TV, radio, print, billboards, social media, email etc

Question 9

adapting message to media in advertising

Answer 9

tailor content based on platform and audience interaction

Question 10

purpose of public relations (PR)

Answer 10

build positive relationships with the public and manage reputation

Question 11

public relations tactics

Answer 11

• news stories, press releases, corporate websites
• example: BP oil spill case, showcasing the importance of proactive PR

Question 12

definition of sales promotion

Answer 12

short-term incentives to encourage product purchase

Question 13

types of sales promotion

Answer 13

coupons, deals, premiums, contests, samples, loyalty programs

Question 14

sales promotion objectives

Answer 14

increase short-term sales and enhance long-term market share

Question 15

types of sales promotion

Answer 15

coupons, deals, ,premiums, contests, samples and loyalty programs

Question 16

objectives sales promotion

Answer 16

increase short-term sales and enhance long-term market share

Question 17

objective of sponsorship

Answer 17

builds brand awareness and positive associations
- note: product relevance to the event isn’t necessary; it’s about the association

Question 18

define personal selling

Answer 18

direct, two-way communication with consumers

Question 19

advantages of personal selling

Answer 19

builds relationships, suited for complex/high-priced items

Question 20

applications of personal selling

Answer 20

B2B and B2C sales, such as in nonprofits or government

Question 21

methods of campaign evaluation

Answer 21

• pre-tests: assess concepts before launching
• during campaign: track sales and inquiries
• post-tests: measure brand awareness and consumer behavior change

Question 22

types of appeals - rational appeals

Answer 22

focus on logical benefits of the product

Question 23

types of appeals - emotional appeals

Answer 23

use positive or negative emotions (eg. fear, humor)

Question 24

types of appeals - moral appeals

Answer 24

engage consumers’ sense of right (often in social marketing)

Question 25

types of appeals - other appeals

Answer 25

comparison, reminder, teaser, scarcity

Question 26

case study - dell portable screen launch

Answer 26

• segmentation: identify segments for whom this product fulfills needs
• product differentiation: define core, actual and augmented product
• branding strategy: determine branding approach for launch
• pricing strategy: evaluate cost-based, competitor-based, or value-based
• distribution strategy: decide between intensive, selective or exclusive channels