Promotion strategy Flashcards

1
Q

What is advertising with promotion mix?

A

A paid form of non personal communication and presentation of ideas, goods, or services by an identified sponsor.

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2
Q

What is sales promotion with marketing mix?

A

Short term incentives to encourage the purchase

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3
Q

What are public relations with promotion mix?

A

Building good relationship with the company’s various public

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4
Q

What is personal selling with promotion mix?

A

Personal presentation by the firms sales force for the purpose of making sales

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5
Q

What is direct marketing with promotion mix?

A

Direct communication with target customers to obtain an immediate response(Emails, catalogues, online marketing)

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6
Q

What is the communication management process?

A
  1. Identifying the target audience
  2. Determining the communication objectives
  3. Setting the overall communication mix
  4. Setting the promo budget
  5. Designing a message
  6. Choosing media
    8 Selecting media source
  7. Collecting feedback
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7
Q

What should we consider when identifying the target audience?

A

Marketing goals, target market, positioning

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8
Q

Types of target audience

A

Potential buyers or current users, individuals, groups, special publics, or the general publics

-What, how, when, and where message will be said, as well as who will say it

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9
Q

What are the hierarchy of communication affects?

A
  1. Awareness: ~100% (everyone exposed to the message).
  2. Knowledge: ~70% (those who engage and understand the message).
  3. Preference: ~40% (those who favor the product).
  4. Purchase: ~20% (those who complete the purchase).
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10
Q

what are the communication objectives and communication examples of awareness?

A

Communication objectives: Inform new products

Communication example: Informative ad

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11
Q

What are the communication objectives and communication examples of knowledge?

A

Communication objectives: Inform attributes and benefits

Communication example: Rational appeal

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12
Q

What are the communication objectives and communication examples of Preference?

A

Communication objectives: Persuade

Communication example: add

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13
Q

What are the communication objectives and communication examples of purchase?

A

Communication objectives: Influence purchase behaviors

Communication example: Sales promotions

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14
Q

What is the purchase calculation?

A

P(Awareness)P(Knowledge)P(Preference)*P(Desired)

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15
Q

What is a push strategy for overall communication mix?

A

Pushing the product through distribution channels to final customers. It places emphasis on personal selling and trade promotion.

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16
Q

What is a pull strategy with overall communication mix?

A

Building up consumer demand which in-turn motivates channel members to carry the product. It places emphasis on advertising, consumer promotion, and direct marketing.

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17
Q

What are the 4 promotional budgeting methods:

A

-Affordability Method Budget set based on what the company can afford, without linking to goals.

-Percentage-of-Sales Method Budget is a fixed percentage of past or forecasted sales.

-Competitive-Parity Method Budget matches competitors’ spending to stay competitive.

-Objective-and-Task Method Budget set based on specific marketing objectives and the tasks needed to achieve them.

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18
Q

What is the AIDA model for designing a message?

A

The message should grab attention, hold interest, arouse desire, and obtain action.

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19
Q

What is message content for designing a message?

A

It combines both rational appeals and emotional appeals

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20
Q

What is message structure for designing a message?

A
  1. It is wether or not to draw conclusion
  2. One sided vs two sided arguments(One-Sided Arguments emphasize only the benefits of a product and are most effective with audiences that are already favorable or uninformed. Two-Sided Arguments present both pros and cons, addressing drawbacks to build trust, and work best with skeptical or informed audiences.)
  3. Order of argument presentation
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21
Q

What is message format?

A

Visual vs verbal, design, layout, color, shape, movement, words, etc

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22
Q

What is it when a media is marketer dominated(More controllable) and Personal(Interactive, more effective)?

A

Personal selling

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23
Q

What is it when a media is marketer dominated(More controllable) and impersonal(Passive and less effective)?

A

Advertising

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24
Q

What is it when a media is independent(More credible) and personal(Interactive and more effective)?

A

Word of mouth

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25
What is it when a media is independent(More credible) and impersonal(Passive, less effective)?
Publicity(Tv, news, magazines)
26
What are the 3 components of selecting a message source?
Credibility(Expertise, trustworthiness), Attractiveness(Physical attractiveness/celebrity), and similarity(Models similar to audience)
27
Why is collecting feedback important?
Shows things such as sales and market share
28
What are components with communication effectiveness?(There are 3)
Changes in beliefs/attitudes, changes in awareness/memory, and changes in non purchase behavior(Inquiry, website visit, click through behavior.)
29
What are the advantages of advertising?
Message content control, very large reach, builds brand image and trust, and flexible with images, symbols, and creative/copy strategies
30
What are the disadvantages of advertising?
Evaluating effectiveness is difficult and is often very expensive. It can sometimes be Impersonal with a lot of waste, noise, and color.
31
What are the steps on selecting media?
1. Deciding on reach, frequency, and impact 2. Choosing among the major media types 3. Selecting specific media vehicles 4. Determining media timing
32
What are reach, frequency, and impact with selecting media?
- Reach is the percentage of target audience exposed to an ad - Frequency is the number of times a target audience is exposed to an ad - Impact is the quality and amount of information of an ad
33
What is a media vehicle?
A medium such as people, sports illustrated, etc. Pretty much an add agency CPM or cost per thousand is used to measure how much it costs to expose 1000 viewers to the content.
34
What is the when and pattern(Continuous vs. pulsing) with media timing?
When: Refers to the specific times or seasons ads should run, aligning with peak consumer demand (e.g., holidays, back-to-school). Pattern: Defines the scheduling of ads: Continuous: Ads run steadily over time, good for consistent demand products (e.g., toothpaste). Pulsing: Ads run in bursts with periods of no advertising, ideal for seasonal or fluctuating demand (e.g., holiday products).
35
Advantages and disadvantages of the main media types: News papers
Advantages: Timely, widely read, low circulation cost Disadvantages: Short ad life span
36
Advantages and disadvantages of the main media types: Television
Advantages: Versatile, sound and motion, high attention Disadvantages: Expensive, lack of permanence, inappropriate for complex message.
37
Advantages and disadvantages of the main media types: Magazines
Advantages: High geographic demographic selectivity, high quality reproduction, long life, suitable for complex message. Disadvantages: Less flexible, untimely
38
Advantages and disadvantages of the main media types: Radio
Advantages: Low cost; high geographic and demographic selectivity Disadvantages: Audio presentation only; low level of attention; short life span
39
Advantages and disadvantages of the main media types: Outdoor ads
Advantages: Low cost; flexible in geographic coverage Disadvantages: Only short messages
40
Advantages and disadvantages of the main media types: Digital, mobile, social media
Advantages: High selectivity; Low cost; Immediacy; Interactivity Disadvantages: Potentially low impact; Audience control of content & exposure
41
Why is the ads effect on sales difficult to evaluate(3 items)?
They are hard to evaluate because -Other Marketing Efforts: Promotions, pricing, and distribution also influence sales. -Different Goals: Ads may aim for awareness or preference, not immediate sales. -Delayed Impact: Advertising effects often accumulate over time, not instantly.
42
How do we evaluate communication effectiveness(3Parts)?
Effects on Memory: Measured through metrics like “Day after” recall to assess how well the audience remembers the ad. Effects on Liking: Focus on how the ad influences beliefs and attitudes toward the product or brand. Effects on Behavior: Evaluates actions like company contact, click-through rates (for banner ads), and page views to gauge engagement.
43
What are pros and cons of public relations building?
Pros: Credibility, reach broader prospects, cost Cons: Lack of control, Noise(Unclear/unwanted message).
44
What are pros and cons of personal selling?
Pros – Persuasive and effective communication – Customized presentation – Can build long-term relationship with customers Cons – Very expensive – Difficulty of managing sales force – Communication effect may differ among salespeople
45
What is the difference between personal selling vs advertising with nature of the market(Number of buyers, Geographic concentration, Types of customers)
Advertising: Number of buyers - Large number Personal selling: Number of buyers - Limited number Advertising Geographic concentration: -Dispersed Personal selling geographic concentration: - Concentrated Advertising types of customers: - Individual customers Personal selling types of customer: - Business Buyers
46
What is the difference between personal selling vs advertising with nature of product( Complexity, service requirement, Type of good)
- Personal selling complexity: Custom made/complex - Advertising complexity: Standardized - Personal selling service requirement: Considerable - Advertising service requirement; Minimal - Personal selling type of good: Business -Advertising type of good: Consumer
47
What are the stages of the plc personal selling and advertising are in?
Personal selling: Introductory Advertising: Later part of growth/maturity stage
48
What are the prices like for personal selling and advertising?
Personal selling: Higher unit value Advertising: Lower unit value
49
What are the components of sales force management(6 parts)?
-Manage ability and motivation * Recruiting – Intrinsic motivation; Disciplined work style; The ability to close a sale; Ability to build relationships with customers * Training * Supervision * Compensation * Evaluation
50
What is a territorial sales force structure?
Assigns salespeople to specific geographic areas to ensure focused customer coverage.
51
What is a product sales force structure?
Salespeople specialize in selling specific products or product lines
52
What is customer sales force structure?
Salespeople focus on specific customer types or industries to better meet their needs.
53
What is team selling?
A group of specialists collaborates to sell complex products or serve large customers.
54
What is the personal selling process?(7 parts)
* Prospecting and Qualifying – Prospecting: identifying potential customers – Qualifying: screening prospects to select qualified potential buyers * Preapproach – Learning as much as possible about a prospective customer prior to making a sales call * Approach – Stage where the salesperson meets the customer for the first time * Presentation and Demonstration – Benefits of the product are presented/demonstrated – Understanding prospect needs is key * Handling Objections * Closing – Asking for the order * Follow-up – Helps ensure customer satisfaction
55
What are the pros and cons of sales promotion?
Pros: Immediate impact on sales; Awareness Cons: Damaging brand image & expected price; Short-lived effects
56
Why is there a growing importance for sales promotion?
Immediate impact on sales; Decreased ad effects; Increased competition; Deal proneness
57
What are trade promotions?
Discounts:A reduction in price offered to buyers who purchase large volumes or meet specific criteria, encouraging bulk buying. Allowances:Price reductions provided to sellers as incentives to promote a product. Advertising Allowance: A discount given to sellers to fund their advertising efforts for the product. Display Allowance: A discount offered to sellers to encourage prominent in-store product displays
58
What are consumer promotions?
Samples, Coupons, Cash Refunds (Rebates), Price packs (cents-off deals), Advertising Specialties, Premiums, Patronage Rewards, Point-of-Purchase Communications, Contests, Games, and Sweepstake
59
Direct Marketing Pros and Cons
Pros: Immediate, Customized, Interactive, Low cost Cons: Public policy and ethical concern * Irritation, deception, and fraud * Invasion of privacy
60
What are traditional direct marketing channels?
-Catalogue – Direct mail – Telemarketing
61
What are digital and social media marketing channels?
Online marketing * Website, email, blogs – Social media marketing – Mobile marketing