WK 10: PROMOTION

Question 1

Promotion:

Answer 1

set of marketing communication activities designed to inform and remind our target customers of the value of offering

Question 2

Integrated Marketing Communications:

Answer 2

Multiple communication channels to project a single unified and compelling message about a brand

Question 3

Advertising:

Answer 3

Paid form of one-way communication by companies directed at consumers with the goal of:

• Informing consumers re: the product, brand, offering
• Differentiating brand from competitors
• Promoting a positive brand image

Question 4

Message strategy:

Answer 4

The general message that is communicated to customers (the BIG idea)

Question 5

Traditional vs digital marketing

Answer 5

Traditional: generally created for a mass audience, limited to no ability to tailor message

Digital: more targeted approach, measurable

Question 6

Traditional vs digital advertising:

Answer 6

Traditional:

Ability to reach a large audience
Potential to be more memorable
Expensive
No direct interaction, more difficult to measure customers reactions
Targeting opportunity is limited, no personalization

Digital:

Targeted reach
Personalized Content
Measurable
Cost-Effective
Less memorable

Question 7

Personal Selling:

Answer 7

Any activity that involves direct interaction between with consumers and sales people for the purpose of making sales and building customer relationships

Question 8

Pros and cons of personal selling:

Answer 8

PROS:

Highly interactive, two way communication
Ability to tailor message based on the individual needs, wants, and desires of the customer
Effective for relationship-building
Effective for changing consumers preferences and convictions

CONS:

Targeted reach
Personalized Content
Measurable
Cost-Effective
Less memorable

Question 9

Public Relations:

Answer 9

Promotional activities designed to engage and build good relationships with the company’s key audiences without immediate sales intentions

Question 10

Public relations pros and cons:

Answer 10

Pros:

Wide reach, ability to reach elusive audiences
Overcoming negative bias toward advertising
Great way to build positive brand image

Cons:

Hard to measure ROI & effectiveness
Narrative not always within control → journalists put their own spin on events

Question 11

Sales Promotion:

Answer 11

Short-term incentives that typically come with a limited time offer, designed to encourage immediate action

Question 12

Sales promotion Pros and Cons

Answer 12

Pros:

Strong incentive to purchase
Sense of immediacy
Encourages trial
Easy to track effectiveness
Stimulate quick increase in sales

Cons:

Effect is short lived
Set a new reference price
Deal-prone customers
Easy to imitate
Danger of harming brand image

Question 13

Direct Marketing:

Answer 13

Engaging directly with carefully targeted individual consumers to obtain an immediate response, encourage repeat purchases, and build lasting customer relationships

Question 14

Traditional direct marketing vs digital direct marketing:

Answer 14

Traditional Direct Marketing:

Direct -mail marketing
Catalog marketing
Telemarketing

Digital Direct Marketing:

Mobile marketing
Email marketing

Question 15

Influencer Marketing:

Answer 15

Type of social media marketing that uses endorsements and product mentions from individuals who have dedicated social media following

Question 16

How Do We Decide On What Promotional Tools To Use?

Answer 16

Objectives
Budget
Target customers

Question 17

__ and ___ for privacy norms build long-term consumer trust, which enhances ad performance and brand loyalty.

Answer 17

Transparency and respect