promotion p2

Question 1

key media trends

Answer 1

digital taking over, increasing popularity of video content
core principles of promotion campaigns asre not changed by media choice

core principles should influence your media choices

Question 2

message design

Answer 2

develop positioning

creative concept “big idea” (imagery, themes, mood)

appeals (specific message content)

Question 3

What is a good big idea

Answer 3

based on solid positioning
communicates positioning with impact

Question 4

Where does impact come from

Answer 4

relevant
unique
generative:
can extend beyond the initial execution into related ideas to permit evolution
emotion: makes people feel something

Question 5

product ads is focused on

Answer 5

selling a good/service

Question 6

institutional ads is focused on

Answer 6

building the image of the organization

Question 7

What are rational appeals

Answer 7

presenting rational arguments/info to consumers to influence their beliefs/knowledge

ex: product demonstration, product comparisons, customer testimonials

Question 8

What is emotional appeal

Answer 8

evoke strong emotions in consumer to achieve marketing objectives

positive emotional appeals (love, hope)
negative emotional appeals (fear)

Question 9

personal selling

Answer 9

most interpersonal element of promotional mix

critical link between the company and customers

Question 10

positions that a salesperson covers

Answer 10

“order-taker”
clerk who takes an order at restaurant
“order getter
selling in more conventional sense of creating demand (salesperson)

Question 11

stages of personal selling

Answer 11

go see table