promotion unit 5 Flashcards

You may prefer our related Brainscape-certified flashcards:
1
Q

promotion

A

any form of communication used to persuade people to buy products and services

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

promotional mix

A

a combination of personal selling, publicity, sales promotion and advertising\
any combination of personal selling, publicity, sales promotion and advertising

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

reasons for promotion

A

generate sales, attract new customers, create a positive image

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

promotional mix advantages

A

personal selling, publicity, sales promotion, advertising

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

personal selling advantages

A

direct contact with the customer, skilled people can make lots of sales, two way communication answers the customers questions

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

publicity

A

a message sent to the market by the media (not the company)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

public relations

A

activities designed to improve the comapany’s public image

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

publicity examples

A

news articles, reviews, social media, public appearances

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

examples of public relations

A

donations or local charities

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

sales promotions

A

a short term incentive to buy a product or service

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

advertising

A

a planned and paid message by the company

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

how is publicity different from advertising?

A

a company does not pay for the exposure it gets in the media

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

disadvantage of publicity

A

the company does not have control over it (could lead to negative outcomes)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

how is public relations related to bad publicity?

A

bad publicity gives the company a bad image

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

role of media in public relations

A

magazines, newspapers, television, and radio provide outlets for public relations to function

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

what is a press release?

A

a newsworthy article that provides basic information to answer questions about a subject

17
Q

personal selling

A

direct communication by a salesperson to potential customers either in person or over the phone

18
Q

why is personal selling not important for cheap products?

A

because advertising may have already sold customers on the product

19
Q

why is personal selling important for expensive products

A

face to face contact might be needed to educate customers about the features and benefits of a product

20
Q

order taker

A

does not involve much sales ability because consumers generally know what they want

21
Q

order getter

A

a professional salesperson who knows how to follow the steps of a sale and then follows up with a sale after it has been completed

22
Q

steps in the selling process

A
  1. prospecting 2. pre-approach 3. approach 4. determine needs 5. present the product 6. overcome objections 7. close the sale 8. perform suggestion selling 9. follow up
23
Q

promotional advertising

A

advertising with a goal of selling the item being promoted

24
Q

institutional advertising

A

advertising with a goal of developing goodwill or a positive image

25
Q

advertising

A

the paid use of media to communicate a message to a target market

26
Q

arguments for advertising

A
  1. increase sales which leads to profits (more jobs) 2. saves time and money for consumer 3. entertainment
27
Q

arguments against advertising

A
  1. economic waste of money 2. costs pushed onto consumers 3. often offensive in poor taste
28
Q

corporate sponsorship

A

giving money to another company to fund a project, done to create exposure for a company or product

29
Q

private sponsorship

A

giving money to a person to fund their career (amateur or Olympic athletes)

30
Q

product placement

A

paying to locate a product as a prop in a movie or show

31
Q

non media advertising

A

advertising using other forms of media (planes, blimps, flyers)