Promotion

Question 1

communication purposes

Answer 1

1. to inform
2. to persuade
3. to remind

Question 2

to inform purpose

Answer 2

1. telling the market about a new product
2. suggesting new uses for a product
3. informing market of price change
4. explaining use of product
5. describing availible services
6. reducing buyers fears

Question 3

to persuade purpose

Answer 3

1. building brand preference
2. encouraging switching to your brand
3. changing buyer perceptons
4. persuading buyers to purchase now

Question 4

to remind purpose

Answer 4

1. remind buyers that the poduct may be needed in future
2. remind where to buy
3. keeping product in buyers mind during off seasons
4. maintaining top of mind product awareness

Question 5

push messages

Answer 5

promoting products to intermediaries. Used by manugacturers

Question 6

pull communication

Answer 6

promoting products to the end consumer. A consumer demands a prroductt and pulls product through the channel

Question 7

integrated marketing communication tools

Answer 7

1. advertising
2. public relations
3. direct marketing
4. sales promotion
5. personal selling
6. sponsorship
7. social media

Question 8

advertising as an IMC tool

Answer 8

any paid form of non personal communication by an identified sponsor

Question 9

public relations as an IMC tool

Answer 9

1. building good relations with the comapny’s varius publics by obtaining favourable publicity
2. press releases

Question 10

direct marketing as an IMC tool

Answer 10

use mass and ttargeted meda to create a direrct response from customers

Question 11

sales pomotion as an IMC tool

Answer 11

direct inducement that offers extrrar value or incentive to the sales force, distbutos or ultimate consumer with the objective of creating immediate sales

Question 12

personal selling as an IMC tool

Answer 12

oral presentation in a conversation with one or more prospective buyers for the purpose of making sales

Question 13

sponsorship as an IMC tool

Answer 13

enhance a companies visibility buy associating it with something the market segment views as positive

Question 14

aim of communication

Answer 14

to move target customers through stages of mere awareness to eventual purchase

Question 15

awareness

Answer 15

being aware that a product exists in the market

Question 16

knowledge

Answer 16

facts or features that you know about a brand

Question 17

preference

Answer 17

evaluating this brand in relation to other rbarnds

Question 18

conviction

Answer 18

an intent to purchase the poductt

Question 19

7 stage marketing planning proceess

Answer 19

1. adopt marketing philosphy
2. define business mission
3. conduct situational analysis
4. develop marketing objectives
5. formulate marketing strategy
6. design marrketing organisation
7. implament marketing control

Question 20

define business mission step

Answer 20

includes basic business products, identification of future directions, establishment of business attittudes