promotion unit 5

Question 1

promotion

Answer 1

any form of communication used to persuade people to buy products and services

Question 2

promotional mix

Answer 2

a combination of personal selling, publicity, sales promotion and advertising\
any combination of personal selling, publicity, sales promotion and advertising

Question 3

reasons for promotion

Answer 3

generate sales, attract new customers, create a positive image

Question 4

promotional mix advantages

Answer 4

personal selling, publicity, sales promotion, advertising

Question 5

personal selling advantages

Answer 5

direct contact with the customer, skilled people can make lots of sales, two way communication answers the customers questions

Question 6

publicity

Answer 6

a message sent to the market by the media (not the company)

Question 7

public relations

Answer 7

activities designed to improve the comapany’s public image

Question 8

publicity examples

Answer 8

news articles, reviews, social media, public appearances

Question 9

examples of public relations

Answer 9

donations or local charities

Question 10

sales promotions

Answer 10

a short term incentive to buy a product or service

Question 11

advertising

Answer 11

a planned and paid message by the company

Question 12

how is publicity different from advertising?

Answer 12

a company does not pay for the exposure it gets in the media

Question 13

disadvantage of publicity

Answer 13

the company does not have control over it (could lead to negative outcomes)

Question 14

how is public relations related to bad publicity?

Answer 14

bad publicity gives the company a bad image

Question 15

role of media in public relations

Answer 15

magazines, newspapers, television, and radio provide outlets for public relations to function

Question 16

what is a press release?

Answer 16

a newsworthy article that provides basic information to answer questions about a subject

Question 17

personal selling

Answer 17

direct communication by a salesperson to potential customers either in person or over the phone

Question 18

why is personal selling not important for cheap products?

Answer 18

because advertising may have already sold customers on the product

Question 19

why is personal selling important for expensive products

Answer 19

face to face contact might be needed to educate customers about the features and benefits of a product

Question 20

order taker

Answer 20

does not involve much sales ability because consumers generally know what they want

Question 21

order getter

Answer 21

a professional salesperson who knows how to follow the steps of a sale and then follows up with a sale after it has been completed

Question 22

steps in the selling process

Answer 22

1. prospecting 2. pre-approach 3. approach 4. determine needs 5. present the product 6. overcome objections 7. close the sale 8. perform suggestion selling 9. follow up

Question 23

promotional advertising

Answer 23

advertising with a goal of selling the item being promoted

Question 24

institutional advertising

Answer 24

advertising with a goal of developing goodwill or a positive image

Question 25

advertising

Answer 25

the paid use of media to communicate a message to a target market

Question 26

arguments for advertising

Answer 26

1. increase sales which leads to profits (more jobs) 2. saves time and money for consumer 3. entertainment

Question 27

arguments against advertising

Answer 27

1. economic waste of money 2. costs pushed onto consumers 3. often offensive in poor taste

Question 28

corporate sponsorship

Answer 28

giving money to another company to fund a project, done to create exposure for a company or product

Question 29

private sponsorship

Answer 29

giving money to a person to fund their career (amateur or Olympic athletes)

Question 30

product placement

Answer 30

paying to locate a product as a prop in a movie or show

Question 31

non media advertising

Answer 31

advertising using other forms of media (planes, blimps, flyers)