promotion

Question 1

what is promotion

Answer 1

communicating product/service info to target customers and other stakeholders of the firm

Question 2

What are the promotional element

Answer 2

advertising, personal selling, public relations, sales promotion, direct marketing

Question 3

what is promotional mix

Answer 3

mix of different kinds of promotion elements (advertising, personal selling…) used to meet marketing goals.

Question 4

promotional element (advertising)

Answer 4

one-way non-personal communication about a product/organization that is paid by the org.

Question 5

advantage of advertising

Answer 5

reaches large audience
control over messaging

Question 6

disadvantage of advertising

Answer 6

cost can be high, small immediate effect on sales, lack of direct feedback

Question 7

types of advertising

Answer 7

outdoor,digital: social media ads, online search ad, mass media: product placement

Question 8

What is personal selling

Answer 8

two way flow of communication btw buyer and seller, designed to influence buyers purchase intentions

Question 9

Advantages of personal selling

Answer 9

provide detailed info
get immediate feedback and can modify message
build relations with customer

Question 10

disadvantages of personal selling

Answer 10

dont reach large audience
expensive per contact basis
potential inconsistency in message

Question 11

What is public relations

Answer 11

creating positive image for org. or product/service via publicity (press release, sponsorship, events)

Question 12

Advantage of public relations

Answer 12

seen as trustworthy
reach mass audience

Question 13

disadvantages

Answer 13

limited control over public messaging

Question 14

What is sales promotion

Answer 14

short term inducement of value offered to arouse interest in buying a good/service

Question 15

advantage of sales promotion

Answer 15

effective in short term sales increase
boost store / website traffic
easier to track

Question 16

disadvantages of sales promotion

Answer 16

sales drop off when deals end
can harm brand image

Question 17

Examples of sales promotions

Answer 17

sample, coupons, premiums, rebates

Question 18

what is direct marketing

Answer 18

any form of direct communication with consumer designed to drive sales or interest

Question 19

examples of direct marketing

Answer 19

emails, postcards

Question 20

advantage of direct marketing

Answer 20

customization, quick modification
cheaper than personal selling and advertising
interpersonal communication
easier to track and measure

Question 21

disadvantage of direct marketing

Answer 21

declining consumer response
data management can be expensive

Question 22

who should we talk to is related to

Answer 22

target market

Question 23

what should we say is related to

Answer 23

message

Question 24

what channels do we use

Answer 24

media

Question 25

What do we want to achieve is

Answer 25

objective

Question 26

what is promotional objective

Answer 26

to inform (PR, ADS), to persuade(ads, personal selling), to remind(discount, coupons), to phase out

Question 27

What is the funnel of influence

Answer 27

bigger to smaller: Attention, interest, desire, action

Question 28

push vs pull strategy

Answer 28

push:flow of promotion: personal selling directed to intermediaries pull: mainly advertising directed to consumers

Question 29

set promotion budget

Answer 29

set budget as a % of sales set budget to match competition objectives and tasks method (end goal, what you need to spend to reach that goal)

Question 30

evaluation of campaign

Answer 30

day after recall sales changes a/b testing physiological testing

Question 31

integrated marketing communication

Answer 31

promotional mix= provide clear and consistent message to audience