Lecture 14 - Promotion

Question 1

Promotion

Answer 1

Also called “Marketing communications”

Informs, persuades, and influences the consumer decision

Question 2

Communication Mix

Answer 2

Advertising
Personal Selling
Sales promotion and sponsorships
Publicity and public relations

Question 3

Integrated marketing communication

Answer 3

Coordinated effort of all of the marketing communication mix

-all aspects send similar message and “look”

Question 4

Planning for communication

Answer 4

situation analysis
Marketing objectives
Tentative budget
communicattion objectives
Message strategy
Message distribution plan
Finalize budget
Implement

Question 5

Advertising

Answer 5

Any paid form of non-personal marketing communication with an identifiable sponsor.

Question 6

Primary advertising

Answer 6

Advertising for a product category

Question 7

Secondary advertising

Answer 7

Advertising for a brand

Question 8

Purpose of advertising

Answer 8

Inform - factual info
Persuade - emotional/experiences
Remind - Reinforce

Question 9

Advertising decisions

Answer 9

Copy strategy statement
Style decisions
Appeal/tone decisions
Formate decisions
Scheduling decisions

Question 10

Copy Strategy Statement

Answer 10

Target market and objectives
Basic content and message
Tone of advertising

Question 11

Style decisions

Answer 11

Slice of life
Lifestyle
Fantasy
Personality/Spokeperson
Technical/scientific information
Testimonial

Question 12

Appeals/Tone Decisions

Answer 12

HUmour
Sex appeal
Fuzzy-feeling
Fear

Question 13

Format decisions

Answer 13

Size/length
Colour
Music
Animation
Voice

Question 14

Schedule Decisions

Answer 14

Concentrated
Continuous
Intermittent

Question 15

Media

Answer 15

Television
Radio
Print
Direct
Outdoor
Internet

Question 16

Measuring Advertising Effectiveness

Answer 16

Reach - # of persons/households exposed to ad at least once
Frequency - number of time exposed
Gross rating points - Reach x frequency
Cost per thousand
Day-after recall