Chapter 12- Promotion

Question 1

Promotion Mix

Answer 1

Specific blend of promotion tools used by companies to engage consumers and persuasively communicate customer value and build customer relationships

Question 2

Major Promotional Tools

Answer 2

• Advertising and sales promotion
• Personal selling and public relations
• Direct and Digital Marketing

Question 3

Brand Content Managers

Answer 3

Create and inspire brand messages and conversations

-Then share with and among consumers across a fluid of paid, owned, earned, and shared channels

Question 4

Advertising

Answer 4

Reaches masses of buyers at a low cost per exposure

• builds long-term image of a product
• triggers quick sales
• has a public nature and is viewed as legitimate
• very expressive
• impersonal

Question 5

Personal Selling

Answer 5

• Personal interaction between two or more people
• Allows all kinds of customer relationships to spring up
• Buyer feels greater need to listen
• Most expensive promotion tool

Question 6

Sales promotion

Answer 6

• Wide assortment of tools with unique qualities
• Attracts consumer attention
• Offers strong incentives to purchase
• Used to dramatize product offers and boost sales
• Invites and rewards quick response
• Short lived-effects

Question 7

Public Relations

Answer 7

• Very believable to readers
• Can dramatize a company or product
• Reaches many prospects
• Effective and economical when well thought out

Question 8

Direct and Digital Marketing

Answer 8

• More targeted and interactive

- Immediate and personalized

Question 9

Push vs Pull Promotion Strategy

Answer 9

Push- producer does the advertising

Pull- Comes from the consumer

Question 10

Major Advertising Decisions

Answer 10

• Objectives settings
• Budget Decisions
• Message decisions
• Media Decisions
• Advertising Evaluation

Question 11

Informative Advertising

Answer 11

• Communicating customer value
• Building a brand and company image
• Telling the market about a new product
• Explaining how a product works
• Suggesting new uses for a product
• Informing the market of a price change

Question 12

Persuasive Advertising

Answer 12

• Building a brand preference
• Encouraging switching brands
• Chasing customer perceptions of product value
• Persuading customers to purchase now
• Building brand community

Question 13

Reminder Advertising

Answer 13

• Maintaining customer relationships
• Reminding customers that the product may be needed
• Reminding customers where to buy
• Keeping the brand in a customer’s mind during off-seasons

Question 14

Advertising Strategy

Answer 14

Accomplishes the company’s advertising objectives

Creating advertising messages, selecting advertising media

Question 15

Advertising Media

Answer 15

Vehicles through which advertising message are delivered to their intended audiences

Question 16

Newspapers

Answer 16

Pros

• Flexibility
• Timeliness
• Good local market coverage
• Broad acceptability and high believability

Cons

• Short life
• Poor reproduction quality
• Small pass-along audience

Question 17

Direct Mail

Answer 17

Pros

• High audience selectivity
• Flexibility
• No ad competition
• Allows personalization

Cons

• Relatively high cost per exposure
• Junk mail image

Question 18

Magazines

Answer 18

Pros

• High geographic and demographic selectivity
• Credibility and prestige
• High quality reproduction
• Long life

Cons

• Long ad purchase lead time
• High cost
• No guarantee of position

Question 19

Radio

Answer 19

Pros

• Good local acceptance
• High geographic and demographic selectivity
• Low Cost

Cons

• Audio only
• Fleeting exposure
• Low attention
• Fragmented audiences

Question 20

Outdoor

Answer 20

Pros

• Flexibility
• High repeat exposure
• Low Cost
• Low message competition
• Good positional selectivity

Cons

• Little audience selectivity
• Creative limitations

Question 21

Return on advertising investment

Answer 21

Net return on advertising investment divided by the costs of the advertising investment

Question 22

International Advertising Decisions: Standardization

Answer 22

Benefits

• Lower advertising costs
• Greater global advertising coordination
• More consistent worldwide image

Drawback
-Ignores the fact that country markets differ in cultures, demographics, and economic conditions

Question 23

Public Relations

Answer 23

Promote products, people, ideas, organizations, and nations

• Builds good relations with consumers, investors, the media, and communities
• Rebuilds interest in commodities for trade associations

Question 24

Impact of PR

Answer 24

• Strong impact on public awareness at a lower cost than advertising
• Power to engage consumers and make them part of the brand’s story
• Powerful brand-building tool

Question 25

Major Public Relations Tools

Answer 25

- News - Special Events - Written materials - Audiovisual materials - Corporate identity materials - Public service activities

Question 26

Advertising Objective

Answer 26

Specific communication task to be accomplished with a specific target audience during a specific period of time

Question 27

Madison & Vine

Answer 27

A term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching consumers with more engaging messages

Question 28

Creative Concept

Answer 28

The compelling "big idea" that will bring the advertising message strategy to life in a distinctive and memorable way

Question 29

Execution Style

Answer 29

The approach, style, tone, words, and format used for executing an advertising message

Question 30

Types of Execution Styles

Answer 30

``` Slice of Life Lifestyle Fantasy Mood or image Musical Personality symbol Technical Expertise Scientific Evidence Testimonial Evidence/Endorsement ```

Question 31

Slice of Life

Answer 31

People using the product in a normal setting "Rise and shine" soy milk ad of person starting the day with a healthier breakfast and high hopes

Question 32

Lifestyle

Answer 32

This style shows how a product fits in with a particular lifestyle

Question 33

Fantasy

Answer 33

Creating a fantasy around the product or for its use

Question 34

Mood or image

Answer 34

Builds a mood or image around the product or service, such as beauty, love, intrigue, or serenity

Question 35

Musical

Answer 35

Shows people or cartoon characters singing about the product

Question 36

Personality symbol

Answer 36

Creates a character that represents the product | GEICO, Mr. Clean

Question 37

Technical Expertise

Answer 37

Shows the company's expertise in making the product

Question 38

Scientific Evidence

Answer 38

Presents a survey or scientific evidence that the brand is better or better liked than one or more brands

Question 39

Testimonial evidence or endorsement

Answer 39

Highly believable or liable source endorsing the product

Question 40

Integrated Marketing Communications (IMC)

Answer 40

Carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and products

Question 41

Push | -Company "pushes" the product to resellers, which in turn "push" it to consumers

Answer 41

A promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to channel members, which in turn promote it to final consumers

Question 42

Pull | -Company promotes directly to final consumers, creating a demand vacuum that "pulls" the product through hate channel

Answer 42

A promotion strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum "that pull" the product through the channel