Chapter 13: Promotion Concepts

Question 1

Inform

Answer 1

seeks to convert an existing need into a want or to stimulate interest in a new product.
- let the customers know the product purpose and how it will benefit them.

Question 2

Persuade

Answer 2

• persuasive promotion is designed to stimulate a purchase or action.
• the target market should have general product awareness and some knowledge of how the product can fulfill its wants.

Question 3

Remind

Answer 3

Reminder promotion is used to keep the product and the brand name in the public’s mind.

• during the maturity stage
• assumes the product is already wanted, used to remind that the product will be needed again soon .

Question 4

Promotional mix

Answer 4

• advertising
• public relations
• Personal Selling
• Sales Promotion

Question 5

Advertising

Answer 5

• any form of paid communication in which the sponsor or company is identified.
  benefits :
• communicated to a large number at (media, television )

Question 6

Public Relations

Answer 6

• is the marketing function that evaluates attitudes, identifies areas in the organization that may interest the public, and executes a program of action to earn public understanding and acceptance.
• allow them to communicate customers, suppliers, shareholders, government officials, employees, and the community in which it operates

Question 7

Personal Selling

Answer 7

• is a purchase situation in which two people communicate in attempt to influence each other.
• presentations, purchaser and buyer

Question 8

Sales promotion

Answer 8

• constituents of all marketing activities,other than personal selling advertising, and public relations, that stimulate consumer purchasing and dealer effectiveness.
• used to stimulate immediate increases in demand

(free samples, trade shows, coupons, vacations getaways)

Question 9

AIDA

Answer 9

A metod of reaching promotional goals (people start buying product)

• Attention
• Interest
• Desire
• Action

Question 10

Attention

Answer 10

The advertiser must gain the attention of the target market

• promote and advertise
• use of flashy labels

Question 11

Interest

Answer 11

Generation of interest in the product

-characteristics and features that could benefit the user

Question 12

Desire

Answer 12

Potential customers of the product may llike the concept of it, but may still be comparing it to another product
- creation of brand preference through features and incentives (Ipod- Itunes music store, long life battery, calendar to do list, more than just a music player)

Question 13

Action

Answer 13

Convinced the customer to make the purchase

-some may be convinced but not yet make the purchase, continue to promote to

Question 14

Integrate marking commnications (IMC)

Answer 14

is the careful coordination of all promotional messages–tradition advertising, direct marketing, interactive, public relations, sales promotion, personal selling, even marketing, and other communications– for a product or service to ensure the consistency of message at every contact point where a company meets the consumer

Question 15

Factors Affecting the choice of promotion mix

Answer 15

Nature of the product
	Stage in PLC 
	Target market factors
	Type of buying decision
	Promotional funds
	Push or pull strategy