Session 20

Question 1

Give example of a recent media trend

Answer 1

TV started high but decreasing, digital steadily taking over

However:
- Digital looking more and more like TV
- Increasing popularity pf video content

Question 2

Are core principles of promotion campaigns changed by media choice?

Answer 2

No

Question 3

Should core principles of promotion influence you media choice?

Answer 3

Yes

Question 4

Promotional campaign design (3 steps)?

Answer 4

1. Develop positioning
2. Creative concept “big idea” (imagery, themes, mood)
3. Appeals (specific message content)

Question 5

What is a good “big idea” (or creative concept)? (2)

Answer 5

1. Based on solid positioning
2. Communicates the positioning with impact

Question 6

Where does impact come from (4)?

Answer 6

A message that is:
1. Relevent (matters to people)
2. Unique (novel, attention-getting, memorable)
3. Generative (can extend beyond the initial execution into ideas
to permit evolution)
4. Emotion (makes people feel something)

Question 7

Product vs institutional ads?

Answer 7

Product ads: focused on selling a good/service

Institutional ads: focused on building the image of the organization

Question 8

What are types of appeals? (2)

Answer 8

1. Rational
2. Emotional

Question 9

What is rational appeal?

Answer 9

Presenting rational arguments or information to consumers to influence their beliefs/knowledge (e.g., Product demonstrations and comparisons, customer testimonials)

Question 10

What is emotional appeal?

Answer 10

Evoke strong emotions in consumers to achieve marketing objectives (e.g., positive emotional appeals (humor, hope), negative e.a. (fear disgust), mixed e.a (nostalgia), sex appeal)

e.a.= emotional appeal

Question 11

What is the most interpersonal element of the promotional mix?

Answer 11

Personal selling (critical link between company and customer)

Question 12

Personal selling: What positions does salesperson cover?

Answer 12

1. “order taker” (e.g., clerk who takes order at a restaurant or dept store)
2. “order getter”: selling in a more conventional sense of creating demand (e.g., car salesperson, insurance salesperson)

Question 13

What are stages (steps) of personal selling? (6)

Answer 13

1. Prospecting (search for and qualify prospects)
2. Preapproach (gather info and decide how to approach prospect)
3. Approach (gain prospect’s attention, simulate interest, make transition to the presentation)
4. Presentation (begin converting a prospect into a customer by creating a desire for the product or service
5. Close (obtain a purchase commitment from the prospect and create a customer)
6. Follow-up (ensure that the customer is satisfied with the product or service