Promotion & Design

Question 1

What is Advertising & Promotion?

Answer 1

• Inform customers of a product of service
• Convince them of its ability to satisfy their wants and needs
• Help develop and sustain relationships

Question 2

What are Nonprofit Organisations?

Answer 2

• Offer intangible social and psychological satisfactions

Question 3

What is marketing?

Answer 3

Customer perception of all the benefits of a product or service (Weighed against cost of acquiring and consuming it)

Question 4

What are the 4P’s?

Answer 4

Product, Price, Placement, Promotion

Question 5

What is the IMC approach?

Answer 5

Packaging, sales promotion, direct response, point of purchase, publicity, mass media marketing, public relations, interactive marketing, special events

Question 6

Where is the Value in IMC?

Answer 6

• Avoids duplication of marketing efforts
• Synergy among promotional tools
• More efficient and effective marketing

Question 7

What is the role of IMC Branding?

Answer 7

• Gives a brand identity, through the use of logo, name, symbols, design packaging

Question 8

What is The Promotional Mix?

Answer 8

Advertisingm direct marketing, interactive/internet marketing, sales promotion,m publicity/public relations. personal selling

Question 9

What is advertising?

Answer 9

Paid, non personal communication

Question 10

What are some examples of Non-personal media?

Answer 10

Examples include: TV, radio, magazines, newspaper Benefits include: Cost effective and tend to reach large audiences (however this is declining)

Question 11

Advertising classifications

Answer 11

Consumers (national, retail, primary/selective demand) Organizations (Business-to-business, professional, trade)

Question 12

What are some forms of direct marketing?

Answer 12

Direct mail, catalogs, direct response ads, telemarketing, direct selling, database management, shopping channels, internet sales

Question 13

What is DRA or Direct response advertising?

Answer 13

• Encourages consumers to purchase directly from the manufacture.

Question 14

What is interactive marketing?

Answer 14

Interactive media includes, internet, kiosks, interactive television, cell phones, and mobile devices.

Question 15

What is sales promotion?

Answer 15

Marketing activités that provide extra value or incentives to the customer (Sales force, retailer, final consumer)

Question 16

What is Consumer vs Trade Promotions?

Answer 16

Consumer Oriented - couponing, smaling, premiums, rebates, POP materials

Trade Oriented - Wholesalers, distributors, retailers

Question 17

What is Public relations?

Answer 17

Managment Function
- Evaluates attitudes
- Identifies items of public interest
Primary Objectives
- Establish and maintain a positive image of the company among various publics

Question 18

What is Personal Selling?

Answer 18

Person to person communication

- A seller attempts to assist and/or persuade prospective buyers to make a purchase or act on an idea.

Question 19

Control vs Impact

Answer 19

The less control you have over a campaign the most risk and potentially more return. However with more control, the impact of your advertising tends to drop dramatically.