Week 9

Question 1

Promotional Mix is and use to: (3)

Answer 1

is a combination of one or more communication tools used to:
1. inform
2. persuade
3. remind

Question 2

5 elements of promotional mix

Answer 2

1. advertising
2. personal selling
3. public relation
4. sales promotion
5. direct marketing

Question 3

advertising is

Answer 3

any paid form of nonpersonal communication about an organization, productive, service

Question 4

advertising
institutional advertisement and product advertisement

Answer 4

institutional advertisement: build goodwill or an image for an organization (reputation)
product advertisement: focuses on selling product/service

Question 5

creating advertising messages

Answer 5

• message content: what the ad will say or communicate
• message execution: different types of appeal -> fear, sex, humorous

Question 6

select the advertising media + factors to consider

Answer 6

where to place the ad
factors to consider:
- media habits of the target audience
- complexity of message
- product attributes may require certain media
- cost

Question 7

Advertising
declining on media timing:
factor to consider (3)
scheduling approaches (3)

Answer 7

declining on media timing:
factor to consider (3)
- buyer turnover
- purchase frequency
- forgetting rate
scheduling approaches (3)
- continues (steady)
- flighting (intermittent)
- pulse (burst)

Question 8

sales promotion is
kinds of sales promotion (9)

Answer 8

short-term inducement of value offered to arouse interest in buying a product or service

Question 9

public relations is
roles (4)
advantages
publicity tools (2)

Answer 9

a form of communication management that seeks to influence the feelings held by customers about a product or service
advantages: more believable, soft selling
roles:
- evaluate public attitudes and opinions
- identifies issues of public concern
- executes programs to grain the public acceptance
- create visibility for the company and products
public tools: method of obtaining a nonpersonal presentation of an organization
- new release: announcement regarding changes in the company
- new conference: representatives of the media are all invited to an informal meeting

Question 10

personal selling is
when does it worok

Answer 10

consist a two way flow of communication between a buyer and seller, often in a face to face encounter
when does it work?
- products are complex
- high involvement purchase
- media do not provide an effective link

Question 11

direct marketing

Answer 11

direct communication with consumers

Question 12

3 forms of product advertisements

Answer 12

1. pioneering (information)
2. competitive (persuasive)
3. reminder

Question 13

7 steps in developing an ad program

Answer 13

1. identify the target audience
2. specify the advertising objectives
3. setting the advertising budget
4. designing the advertisement
5. selecting the right media
6. other media alternatives
7. scheduling the advertising

Question 14

3 types of agency

Answer 14

full service - does everything
limited service/special - specializes in one aspect
in house - provides range of services, depending on the company needs

Question 15

posttest (5)

Answer 15

1. aided recall (starch test): percentage of those who remember seeing a specific ad, saw or read any, ads copy, at least half of the ad
2. unaided recall:
3. attitude test: changes of consumer’s attitude
4. inquiry tests: offering additional product information
5. sales tests: controlled experiments and consumer purchase task

Question 16

basic terms of media buyers
- reach
- rating
- frequency
-gross rating points (GRPs)

Answer 16

• reach: the number of people exposed to an ad
• rating:
• frequency: percentage of households that are tuned to a particular show
  -gross rating points (GRPs): reach X frequency

Question 17

media planner must

Answer 17

• balance reach, frequency, and cost
• obtain the appropriate number of GRPs to achieve an advertising campaign’s objective

Question 18

pretest

Answer 18

• portfolio test: test copy alternative
• jury test: ad copy to a panel of consumers and rate it
• theater test: invited to watch a new show which test commercial are shown

Question 19

Cost per thousand formula

Answer 19

(cost of ad : audience size) x 1000

Question 20

increasing value of promotion

Answer 20

• build long term relationships
• self regulation

Question 21

trade oriented sales promotion (3)

Answer 21

• allowances and discounts (merchandise, case and finance allowances)
• cooperative advertising
• training of distributors salesforce

Question 22

4 institutional advertisements

Answer 22

1. advocacy
2. pioneering
3. competitive
4. reminder

Question 23

integrated marketing communications (IMC)

Answer 23

concept of designing a communication program that coordinate all promotional activities to provide a consistent message across audiences

Question 24

communication requires 6 elements

Answer 24

1. communication
2. source
3. message
4. channel of communication
5. receivers
6. feedback loop

Question 25

messages go through these steps

Answer 25

1. encoding - sender transform idea to symbol 2. decoding - symbol to idea according to their own reference (attitude, values, beliefs) 3. field of experience 4. response 5. feedback 6. noise

Question 26

advantage of using advertising

Answer 26

1. attention getting 2. product benefits to prospective buyers 3. firm controls what it said and to whom 4. also when and implies how often it sent 5. pretest to make sure capture the attention and market segment will decode it

Question 27

disadvantages of using advertising

Answer 27

- cost to produce - lack of direct feedback

Question 28

personal selling

Answer 28

- two way flow communication buyer and seller - face to face - designed to influence a person's or group purchase decision

Question 29

advantages of personal selling

Answer 29

a. control to whom presentation is made b. reduce wasted coverage c. sales person can see potential buyers reaction and modify the message if the feedback is unfavorable

Question 30

disadvantages of personal selling

Answer 30

a. flexibility - different people can change the message b. on a cost per contact basis, the most expensive element

Question 31

public relation tools

Answer 31

1. publicity 2. special events 3. lobbying efforts 4. annual reports 5. press conferences 6. social media 7. image management

Question 32

IMC - developing the promotional mix

Question 33

value of direct marketing

Answer 33

- direct orders (all information for a buyer to make a decision to purchase) - lead generation (generate interest in a product or service and a request for additional information) - traffic generation (motivate people to visit a business)

Question 34

benefits of a direct marketing

Answer 34

1. dont have to go tostore 2. shop 24hours 3. save time and money 4. receive unconditional guarantees 5. avoid hassles with salespeople 6. have more fun and privacy 7. receive excellent customer service

Question 35

developing IMC program

Answer 35

1. selecting the right promotional tools 2. designing the promotion 3. scheduling the promotion