Module 10: Promotion Strategies

Question 1

is composed of marketing elements such as advertising, public relations, sales promotions, direct marketing, and personal selling.

Answer 1

The promotion mix

Question 2

[THE PROMOTION MIX] a paid form of non-personal communication in audio or visual form that promotes products (goods, services, ideas, or places) to specific audience.

Answer 2

Advertising

Question 3

[THE PROMOTION MIX] builds good relations with the company’s various internal and external publics by creating favorable publicity, building up a good corporate image, and addressing issues and events.

Answer 3

Public Relations

Question 4

[THE PROMOTION MIX] are short-term incentives created to encourage customers to purchase a product.

Answer 4

Sales Promotions

Question 5

[THE PROMOTION MIX] direct communication with individual consumers via different channels to generate an action response and to build lasting relationships.

Answer 5

Direct Marketing

Question 6

[THE PROMOTION MIX] personal interaction between the sales personnel and the customers for the purpose of making a sale and building customer relationships.

Answer 6

Personal Selling

Question 7

[BUDGET METHODS] sets the promotion budget at the level that companies think it can afford.

Answer 7

Affordable method

Question 8

[BUDGET METHODS] sets the promotion budget at a certain percentage of current or projected sales.

Answer 8

Percentage-of-sales method

Question 9

[BUDGET METHODS] sets the promotion budget to match competitors’ spending.

Answer 9

Competitive-parity method

Question 10

[BUDGET METHODS] sets the company’s promotions budget based on what it wants to accomplish with the promotional activities.

Answer 10

Objective-and-task method

Question 11

a form of paid nonpersonal communication by an identified sponsor.

Answer 11

Advertising

Question 12

[ADV OBJ] heavily used when introducing a new product or a new category.

Answer 12

Informative Advertising

Question 13

[ADV OBJ] builds brand preference and influences consumers to buy products, and sometimes to buy with urgency

Answer 13

Persuasive Advertising

Question 14

[ADV OBJ] used to compare the benefits or the advantage of one brand over its competitors.

Answer 14

Comparative Advertising

Question 15

[ADV OBJ] important for mature brands as it helps maintain customer relationships and keeps customers thinking about the brand.

Answer 15

Reminder Advertising

Question 16

[ADV OBJ] Companies are challenged to break through the advertising clutter with every message that they put out in the market.

Answer 16

Advertising Message

Question 17

[ADV OBJ] the advertisement itself starts with it.

Answer 17

Message Strategy

Question 18

[ADV OBJ] is the actual execution of the creative concept in video.

Answer 18

Message Execution

Question 19

[ADV MEDIA] a measure of the percentage in the target market that is exposed to the ad campaign during a given period of time.

Answer 19

Reach

Question 20

[ADV MEDIA] a measure of how many times the target market is exposed to the message.

Answer 20

Frequency

Question 21

[ADV MEDIA] the qualitative value of message exposure.

Answer 21

Impact

Question 22

includes television, newspapers, magazines, radio, digital media, direct mail, and outdoor advertising.

Answer 22

Major Media Types

Question 23

the specific TV shows, radio programs, newspaper, and magazine titles, billboard locations, and digital media platforms or applications that companies use for their advertisements.

Answer 23

Specific Media Vehicles

Question 24

is a communication tool that is used to build good relations with consumers, investors, media, and communities.

Answer 24

Public Relations

Question 25

a prepared package of information about a product or service that is sent out to different media outlets that may contain product samples, a gift or token related to the product, an electronic file of images featuring the product, and a proposed press release.

Answer 25

Press Kit

Question 26

a write-up that includes product updates, interesting stories, any newsworthy information about a brand or company.

Answer 26

Press Release

Question 27

an exclusive event where members of the media and press get firsthand information about a product, before it is launched in the market.

Answer 27

Press Launch

Question 28

Final consumers are urged to purchase urgently to boost sales of products in a short period of time.

Answer 28

Consumer Promotion

Question 29

Targeted toward retailers and wholesalers, it aims to increase orders, carry new items, buy ahead, or promote tge company’s products and give them more shelf space.

Answer 29

Trade Promotion

Question 30

Promotions to business customers are offered to generate leads, stimulate purchases, and reward business customers.

Answer 30

Business Promotion

Question 31

Geared toward the sales force, it aims to motivate the sales people to increase the order of their accounts.

Answer 31

Sales Force Promotion

Question 32

It comes in the form of discount, allowance, or free product upon the purchase of a required number of products from a manufacturer.

Answer 32

Trade Promotion

Question 33

is offered in many ways to excite the customers and encourage purchases.

Answer 33

Consumer Promotion

Question 34

include the activities that generate business leads, stimulate purchases, or reward customers.

Answer 34

Business Promotion

Question 35

Salespeople need motivation to sell more of a company’s products.

Answer 35

Sales Force Promotion

Question 36

uses marketing efforts that connect companies with selected consumers, often on a one-to-one, interactive basis.

Answer 36

Direct Marketing

Question 37

the interpersonal interaction between cutomers and salespeople to make sales and maintain customer relationships.

Answer 37

Personal Selling

Question 38

include promotional activities paid for by the company, such as website banners, mobile ads, paid search ads, and video.

Answer 38

Paid media

Question 39

include promotional channels owned by the company, such as websites, social media accounts, brand events, and brand communities.

Answer 39

Owned Media

Question 40

include PR channels not directly controlled by the company.

Answer 40

Earned Media