final (chapter 13) Flashcards
(31 cards)
what is in the promotional mix
advertising, public relations, sales promotions, direct response marketing, event marketing and sponsorship, product placement and branded entertainment, personal selling, online marketing social media marketing, mobile marketing
what is advertising
paid form of media used for non-personal communication to consumers about an organization, good, service, or idea
what is non personal advertising
mass media (TV, radio, magazines, some forms of online advertising)
what are some forms of advertising
TV, newspaper, radio, search engine, online display, social media, email, magazines, out of home, mobile, direct mail
what is buyer turnover
how often new buyers enter the market to buy the product
whats purchase frequency
the more frequently the product is purchased, the less repetition is required
what is forgetting rate
speed with which buyers forget the brand if advertising is not seen
what is sales promotion
is a communications tool that provides short-term incentives to generate interest in a product or cause and encourages purchase or support
what are two types of sales promotions
consumer and trade
what is consumer promotion
Short-term marketing tools used to encourage immediate consumer purchase
what are some promotional tools
coupons, premiums, contests, sweepstakes, samples, loyalty programs, rebates, bonus packs/special packs, point of purchase materials
what are trade promotions
Short-term promotional tools used to generate support with wholesalers, distributors, or retailers
what are some trade promotional tools
trade shows, off invoice allowances, merchandising allowances, co-op advertising
what is product placement
inclusion of a product such as a soft drink in a movie or TV program
what is branded entertainment
creation of an entire movie or TV episode around a brand
what is personal selling
The two-way flow of communication between a buyer and seller, often face-to-face or facilitated through communication devices, to influence an individual and group purchase decision
what are the 6 steps in personal selling
- prospecting, 2. pre approach, 3. approach, 4. presentation, 5. close. 6. follow up.
what is public relations
A communications tool that seeks to influence the opinions and attitudes of target groups through the use of unpaid media exposure; targets the media in an attempt to generate positive publicity for a company, product, or individual
what is publicity
A non-personal form of communication that appears in the media and is not paid for directly by the organization
what are some public relation tools
press release, press conference, special events, company reports, social media release
what is event marketing
creation or involvement of a brand in an experience or occasion that heightens its awareness, creates positive associations, and generates a desired response
what is sponsorship
When an advertiser pays a fee in exchange for inclusion in an event, involvement in its advertising opportunities, or exposure within the event itself
what are the four online marketing tools
websites, search engine marketing, influencer marketing, word of mouth marketing
what are transactional websites
Electronic storefronts focused on converting an online browser into an online buyer
