chapter 15b

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communication process and promotional mix: promotional tactics can be categorized according to media type
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paid, earned, owned
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communication process and promotional mix: paid media
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based on traditional advertising model where brand pays for media space (TV, radio)
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communication process and promotional mix: earned media
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based on public relations or publicity model to get people talking about the brand through media coverage (traditional) ,or word of mouth (social media)
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communication process and promotional mix: digital media types- where social media falls
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between owned and earned media with some but not much paid media
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communication process and promotional mix: owned media
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new form of promotional tactic where brands are becoming publishers of own content in order to max brand value (websites, fb pages)
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advertising: mode of communication, communicator control over situation, amount of feedback, speed of feedback, direction of message, control over message content, identification of sponsor, speed in reaching large audience, message flexibility.
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indirect and impersonal, low, little, delayed, one way, yes, yes, fast, same message to all audience
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public relations: mode of communication, communicator control over situation, amount of feedback, speed of feedback, direction of message, control over message content, identification of sponsor, speed in reaching large audience, message flexibility.
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usually indirect and impersonal, moderate to low, little, delayed, one way, no, no, usually fast, no direct control over message
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sales promotion: mode of communication, communicator control over situation, amount of feedback, speed of feedback, direction of message, control over message content, identification of sponsor, speed in reaching large audience, message flexibility.
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usually indirect and impersonal, moderate to low, little to moderate, varies, mostly one way, yes, yes, fast, same message to varied targets
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personal selling: mode of communication, communicator control over situation, amount of feedback, speed of feedback, direction of message, control over message content, identification of sponsor, speed in reaching large audience, message flexibility.
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direct and face to face, high,much, immediate, two way, yes, yes, slow, tailored to prospective buyer
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social media: mode of communication, communicator control over situation, amount of feedback, speed of feedback, direction of message, control over message content, identification of sponsor, speed in reaching large audience, message flexibility.
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indirect but instant, moderate, much, intermediate, two ways/ multiple ways, varies but generally no, yes, fast, some of the most targeted opportunities
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ultimate goal of any promotion
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get someone to buy good or take action (nonprofit)
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AIDA concept- what does it mean
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attention, interest, desire, action- stages of consumer involvement with a promotional message
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AIDA concept- what does it propose
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consumers respond to marketing messages in a cognitive, affective (feeling) and connotative(doing) sequence
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AIDA: 1. attention
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gain attention of target market
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AIDA: 2. interest
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create interest in product- demonstrations to early adopters and innovators, extensive media coverage
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AIDA 3. desire
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create brand preference, convince potential customers that this product is best solution
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AIDA 4. action
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continue advertising to communicate features and benefits ore effectively until action
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the promoters task is to determine where on the purchase ladder most consumers are located and design a promotional plan to meet their needs
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true
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AIDA does not explain… but it suggest
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how all promotions influence purchase decisions. suggests that promotional effectiveness can be measured in terms of consumer progressing from one stage to the next (order of stages and whether consumers go through them all is debatable)
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advertising: AIDA
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very effective, very effective, somewhat effective, not effective
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public relations: AIDA
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very effective, very effective, somewhat effective, not effective
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sales promotion: AIDA
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somewhat, somewhat, very, somewhat
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personal selling: AIDA
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somewhat, very, very, very
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social media: AIDA
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very, very, somewhat, somewhat
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ideally, marketing communications from each promotional mix element should be
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integrated- message reaching consumer should be the same regardless of what mode its from
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integrated marketing communications
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careful coordination of all promotional messages- assure consistency of messages at every contact point where company meets customer. roles, timing and results are monitored
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promotional mixes vary from one product and one industry to the next
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true
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the particular promotion mix chosen by a firm for a product depends on several factors
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nature of product, stage in product life cycle, target market characteristics, type of buying decision, funds available for promotion, push/pull strategy
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factors affecting promotional mix: nature of product- business
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custom tailored to buyers exact needs, not well suited for mass promotion. rely more on personal selling than advertising
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factors affecting promotional mix: nature of product- consumer
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non custom made, promoted mainly through advertising and social media to create brand familiarity.
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sales promotion, brand name and products packaging are twice as important for business products than consumer goods
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false- other way around
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factors affecting promotional mix: nature of product- costs and risk
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as cost or risk of buying product increases, personal selling becomes more important- social risk is an issue also
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factors affecting promotional mix: product life cycle- introduction
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basic goal is to inform target audience that product is available. extensive advertising and public relations- heighten awareness levels. sales promotion- encourages early trial. personal selling- gets retailers to carry product
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factors affecting promotional mix: life cycle- growth
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sales promotion reduced because consumers need fewer incentives, emphasize products differential advantage- persuasive promotion used to build and maintain brand loyalty
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factors affecting promotional mix: life cycle- maturity
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persuasive and reminder advertising, sales promotion comes back to increase market share
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factors affecting promotional mix: life cycle- decline
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all promotion is reduced- personal selling and sales promotion efforts can be maintained
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factors affecting promotional mix: target market characteristics
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widely scattered potential customers, highly informed buyers, brand loyal repeat purchasers require promotion mix with more advertising and sales promotion than personal selling
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factors affecting promotional mix: types of buying decisions: routine
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promotion calls attention to brand, reminds customer about brand- advertising and sales promotion (buying toothpaste)
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factors affecting promotional mix: types of buying decisions- neutral
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advertising and public relations help establish awareness
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factors affecting promotional mix: types of buying decisions- complex
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more extensively involved- personal selling
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factors affecting promotional mix: available funds
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firm will try to optimize its return on promotion dollars while minimizing cost/contact
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factors affecting promotional mix: push strategies
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use aggressive personal selling and trade advertising to convince a wholesaler/ retailer to carry and sell their merchandise- walmart
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factors affecting promotional mix: pull strategy
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focus promotional efforts on end consumers and opinion leaders- social media and content marketing (quality content) heavy sampling, introductory consumer advertising, couponing

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