chapter 16

Question 1

important
what is promotion

Answer 1

all the techniques sellers use to motivate people to buy their products or services.

Question 1

important
what is promotional mix?

Answer 1

The combination of promotional tools an organization uses

Question 2

important
What is the importance of promotion?

Answer 2

1. creating awareness
2. building interest
3. encouraging purchase decisions
4. building brand equity
5. fostering customer loyalty

Question 3

important
what is the traditional promotional mix

Answer 3

1. advertising
2. personal selling
3. public relations
4. sales promotion
5. the product

Question 4

important
what is Integrated marketing communication

Answer 4

Combines the promotional tools into one comprehensive, unified promotional strategy.

Question 5

important
advantages of integrated marketing communication

Answer 5

create a positive brand image
meet the needs of the consumer
meet the promotional goals of the firm.

Question 6

important
types of promotional mix

Answer 6

1. advertising
2. personal selling
3. sales promotion
4. public relations
5. direct marketing

Question 7

important
what is advertising and it’s aim

Answer 7

a paid form of communication through various media channels such as television and radio. It aims to reach a wide audience and create awareness and interest in a product or service

Question 8

important
what is personal selling

Answer 8

involves face-to-face interaction between a salesperson and potential customers. It allows for direct communication, building relationships, and persuading them to make a purchase

Question 9

important
what is sales promotion

Answer 9

short-term incentives or offers aimed at stimulating immediate sales

Question 10

important
what are public relations and it’s aim

Answer 10

focus on managing the image and reputation of a business through press releases, events, and sponsorships. It aims to create positive publicity and build relationships with the target audience

Question 11

important
what is direct marketing

Answer 11

reaching out to customers directly through channels like email, direct mail, telemarketing, and targeted online advertising

Question 12

important
New Integrated Marketing Communication (IMC) Ways of Marketing

Answer 12

1. content marketing
2. social media marketing
3. influencer marketing
4. experiential marketing
5. Guerrilla Marketing

Question 13

important
what is content marketing?

Answer 13

creating and sharing valuable, relevant, and consistent content to attract and engage a target audience

Question 14

important
what is social media marketing

Answer 14

using social media platforms to promote products or services, engage with customers, and build brand awareness

Question 15

important
what is influencer marketing

Answer 15

involves collaborating with influential individuals on social media who have a significant following and influence over their audience

Question 16

important
what is experiential marketing

Answer 16

create memorable brand experiences that engage customers on a personal level

Question 17

important
what is guerilla marketing

Answer 17

involves unconventional and low-cost tactics that capture the attention of the target audience in unexpected ways

Question 18

steps in a promotional campaign

Answer 18

1. identify target market
2. define the objectives
3. determine a promotional budget
4. Develop a unifying message
   5.implement the plan
5. evaluate effectiveness

Question 19

what is television advertising?

Answer 19

Paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the advertising message

Question 20

impact of television advertising

Answer 20

1. wide reach
2. visual and audio appeal
3. brand building

Question 21

what is product placement?

Answer 21

Advertisers pay to put their products into TV shows and movies where the audience will see them to increase brand awareness

Question 22

example of product placement

Answer 22

InThe Amazing Spider-Man,the superhero uses a Sony smartphone

Question 23

what are infomercials

Answer 23

A full-length TV program devoted exclusively to promoting a particular good or service

Question 24

important what is online advertising

Answer 24

refers to promoting products, services, or brands through various online channels, including websites, social media platforms, and mobile applications.

Question 25

important advantages of online advertising

Answer 25

1. reach target audience 2. Cost-effective 3. measurable results 4. immediate impact 5. personalization 6. interactivity and engagement

Question 26

what is global advertising?

Answer 26

developing a consistent message and creative approach that can exceed cultural and language barriers to effectively communicate with diverse target markets worldwide

Question 27

negative example of global advertising

Answer 27

pepsi had a slogan "come alive" in china translated to come out of the grave alive with pepsi

Question 28

steps involved in public relations

Answer 28

1. Listen to the public 2. change policies and procedures 3. inform people that you're responsive to their needs

Question 29

what is sampling

Answer 29

a promotional strategy that lets people try a new product, often in a situation when they can buy it right away if they like it

Question 30

important what is word-of-mouth promotion

Answer 30

People tell others about products they have purchased

Question 31

important other promotional tools

Answer 31

1. social networking 2. blogging 3. podcasting 4. e-mail promotions 5. mobile marketing

Question 32

what is push strategy

Answer 32

The producer uses promotional tools to convince wholesalers and retailers to stock and sell merchandise

Question 33

what is pull strategy

Answer 33

Heavy advertising and sales promotion efforts are directed toward consumers so that they’ll request the products from retailers