Promotion

Question 1

5 promotion mix tools for communicating customer value

Answer 1

Advertising
Personal selling
PR
Direct marketing
Sales promotion: short term incentives to encourage purchase or sale

Question 2

Integrated marketing communications needs

Answer 2

Technology and specialized/targeted media audiences for more personalized and interactive messages

Question 3

Major decisions in developing an advertising program

Answer 3

Inform, persuade, remind
Objectives, budget, message, media, results evaluation
Message strategy: big idea or creative concept to guide advertising appeals (meaningful, believable, distinctive)
Message execution: different execution styles of (slice of life, lifestyle, fantasy, mood or image, musical, personality symbol, technical experts, scientific evidence, testimonial evidence or endorsement) tone (positive)/words/format (illustration or headline or copy depending on print or digital…)
Can be consumer generated message
Base media on reach, frequency, impact//media types//media vehicle//media timing

Question 4

PR to communicate

Answer 4

Lobbying, investor relations, etc,

Tools include news, speeches, buzz marketing, written materials, etc.

Question 5

Role of salespeople to create customer value and relationships

Answer 5

Only direct contact, for CPG it’s less important because there a intermediaries.
Prospect, communicate, sell, service, gather information

Question 6

6 major sales force manager steps

Answer 6

Design strategy and structure
Recruit and select
Train 
Compensate
Supervise
Evaluate salespeople and sales force performance

Question 7

Personal selling process vs. transaction oriented marketing

Answer 7

Prospecting and qualifying 
Preapproach
Approach
Presentation
Demonstration
Handling objectives
Closing
Follow-up

Question 8

How is a sales promotion campaign developed and implemented

Answer 8

Sales promotions = consumer relationship building
Set objectives, select tools,
Develop and implement program by using consumer promotion tools (coupons, refunds, contests), trade promotion tools (discounts, allowances, free goods), business promotions (conventions, trade shows)
And size, length of time, conditions of participation and promotion