Lecture 5

Question 1

what is the promotion mix

Answer 1

combi of promotional tools an organization uses

Question 2

what is integrated marketing communication

Answer 2

combining all promotional tools into one comprehensive, unified, promotional strategy

Question 3

what are 3 sources of new product awareness

Answer 3

paid media
earned media
owned media

Question 4

what is paid media

Answer 4

TV ads, radio, newspaper etc

Question 5

what is earned media

Answer 5

friends & family, job, professional, internet searching

Question 6

what is owned media

Answer 6

saw it in store, free sample, website of manufacturer

Question 7

What are the 3 moments to become familiar with new products

Answer 7

pre-launch
during launch
post launch

Question 8

what are the goals of pre-launch promotion

Answer 8

shape perceptions
generate anticipation
create buzz

Question 9

what are promotional activities in pre-launch

Answer 9

website (landing page)
pre-announcing
teaser ads

Question 10

what are goals of promotion during launch

Answer 10

inform about product
generate awareness
stimulate trial

Question 11

what are promotional activities during launch

Answer 11

launch event
sales promotion
advertising

Question 12

what are goals of promotion post-launch

Answer 12

keep connected
create loyalty
explain why/how

Question 13

what are activities of post-launch

Answer 13

discount
direct mail

Question 14

what does an effective website (landing page) include

Answer 14

catchy headlines
teasers
concise product description
unique selling propositions
call to action

Question 15

what is a pre announcement

Answer 15

a firm’s planned act of signalling its future intentions to target audience

Question 16

what are different types of pre announcing

Answer 16

press releases
youtube movies
social media messages
keynote speeches

Question 17

when to use keynote speeches

Answer 17

high tech categories
high profile brand ambassadors
confidence in product benefits

Question 18

what are advantages of keynote speeches

Answer 18

product is hero
product benefits clearly articulated

Question 19

what are disadvantages of keynote speeches

Answer 19

depends on charismatic speaker

Question 20

who are the stakeholders of pre announcements

Answer 20

investors
channel members
competitors
customers
program developers

Question 21

what are advantages of pre announcing

Answer 21

educate consumers
pre-empt competition
create hype
prompt consumers to wait instead of buying competitors product
can increase firm value

Question 22

what are disadvantages of pre announcing

Answer 22

can alert competition
danger of not being able to deliver on promise

Question 23

what are advantages of teaser campaigns

Answer 23

more curiosity
increased WOM

Question 24

big -events create:

Answer 24

free publicity
WOM
stimulate trial

Question 25

what is sales promotion

Answer 25

a collection of incentive tools designed to stimulate quicker / greater purchase of products -> stimulate trial

Question 26

what are 4 tpyes of sales promotion

Answer 26

coupons introduction price (lower price at launch to stimulate trial) product demonstration sampling

Question 27

what are goals of advertising

Answer 27

inform persuade remind

Question 28

why is advertising important

Answer 28

targeting your market attracting innovators and early adopters WOM advertising building anticipation

Question 29

why is WOM important

Answer 29

let others create excitement and buzz