Week 9

Question 1

Functions of Promotion 5 key functions:

Answer 1

To persuade, remind, inform, assist, and build relationships

Question 2

The five major promotion tools:

Answer 2

1. Advertising
2. Sales promotion
3. Personal selling
4. Public relations
5. Direct and digital marketing

Question 3

A company’s promotion mix (marketing communications mix) :

Answer 3

the specific blend of Promotion tools that the company uses to persuasively communicate customer value and build customer relationships

Question 4

The communication process:

Answer 4

Source, Encoding, Media, Decoding, Receiver, Response, Feedback

Question 5

Encoding process:

Answer 5

Converting meaning into a series or signs or symbols that are meaningful to the intended receiver

Question 6

Decoding process:

Answer 6

Coverting signs or symbols into concepts and ideas, assigns meaning

Question 7

Push promotional strategy:

Answer 7

Mainly focusing on channel members, trying to push the products into the market

Question 8

Pull promotional strategy:

Answer 8

Mainly focusing on end consumers. Trying to create demand for their products in the market

Question 9

Online advertising through a sponsor advantages:

Answer 9

Control, brand equality, wide reach but low cost per person

Question 10

Online advertising through a sponsor disadvantages

Answer 10

Impersonal and one way communication, difficult to measure effectiveness, credibility

Question 11

Cognitive effect in ads:

Answer 11

Ads provide information and facts

Question 12

Affective ads:

Answer 12

Ads influence attitides and emotions

Question 13

Conative ads:

Answer 13

Ads stimulate or direct desires

Question 14

Examples of Sales Promotion:

Answer 14

coupons, bonus packs, samples, refunds