Exam #2 Flashcards
(61 cards)
made to look like the content around it
Native Advertising
company pushing sales compensation too hard leading to opening fake accounts to meet demanding targets
wells fargo
name for a specific product by a specific company
brand name
low involvement product that consumers afford little attention to when purchasing
convenience product
Name 3 promotion objectives
- create awareness
- stimulate demand
- encourage product trial
- identify prospects
- retain loyal customers
- facilitate reseller support
- combat competitive promotional efforts
- reduce sale fluctuations
USP
unique selling proposition
differentiating factor for a brand (positioning statement)
USP
promotion given from a manufacturer to a reseller to facilitate sale of manufacturers product (trade allowance, cooperative ads, push money)
trade promotion
FPLA
fair packaging and labeling act
two brands partnering together, such as breyers ice cream with oreos
cobranding
Types of pitches
- one word pitch
- question pitch
- subject line pitch
- twitter pitch
- pixar pitch
selling the rights for another company to use your brand name
licensing
Big 4 media platforms
- TV
- radio
- social media
Promotion mix components
- advertising
- sales promotion
- public relations
- personal selling
Sales process
- prospecting
- pre-approach
- approach
- making the presentation
- overcoming objectives
- closing sale
- follow up
branding a product by itself vs. branding a product with a parent company’s name
individual vs. family branding
Stages of the product adoption curve
- innovators
- early adopters
- early majority
- late majority
- laggards
money set aside for an advertising campaign
advertising appropriation
four forms that a product can take
product
service
idea
person
product life cycle
introduction
growth
maturity
decline represent
text of an advertisement
ad copy
push vs pull
- pushing the consumer where easily accessible (Costco)
- pulling consumer to product using advertising (consumer initiates)
KPI
key performance indicator
WOM
word of mouth