Sales & Marketing Chapter 23 Flashcards
1
Q
Promotional campaign
A
Coordination of marketing communications to achieve specific goal
2
Q
What are the three goals of promotions?
A
To inform, persuade, and remind
3
Q
What are the 4 stages of the buying process?
A
AIDA - attention, interest, desire, action
4
Q
What are the 4 parts of the promotional mix?
A
- Advertising
- Sales promotion
- Public relations (PR)
- Personal selling
5
Q
What drives the cost of print media?
A
Circulation
6
Q
Difference between contest and sweepstakes?
A
Contest require you to do something to win; sweepstakes is random
7
Q
What are point-of-purchase (POP) displays?
A
Checkout counter displays
8
Q
Proactive vs reactive public relations?
A
Proactive is creating positive view of company; reactive is trying to counteract negative view of company
9
Q
Personal selling
A
Direct contact between salesperson and customer
