promotion

Question 1

promotion

Answer 1

triggering thoughts about brand or product, awareness, tracking behaviors/beliefs/ preferences

Question 2

elements of promotion mix

Answer 2

public relations, personal selling, special events, direct marketing, advertising, sales promotions

Question 3

promo mix: public relations

Answer 3

less expensive and credible media coverage, but risks in that you can’t control what the media says

Question 4

promo mix: trade promotion

Answer 4

retailers and wholesalers discounts that can stimulate sales

Question 5

promo mix: sales promotion

Answer 5

price discounts, coupons or rebates

Question 6

promo mix: personal sellings

Answer 6

make “cold” calls on potential customers or respond to inquires

Question 7

promo mix: in-store displays

Answer 7

desirable display space to have goods displayed prominently in the store

Question 8

promo mix: samples

Answer 8

temporary price discounts not requiring a coupon

Question 9

promo mix: premiums

Answer 9

adding additional items in a package to incite customer purchase

Question 10

encoding message

Answer 10

advertisements, coupons, sales presentations, press release, store display

Question 11

decoding message

Answer 11

receiver interpretation of the message

Question 12

s-shaped curve of advertising effectiveness

Answer 12

lower: too little to do much good > relatively: high effectiveness > saturation: too much so that people start ignoring it`

Question 13

personal selling process

Answer 13

generate leads > learn relevant background to identify value offering > sales presentation > closing sale > follow up