personal marketing chap 12 – Flashcards
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Promotion Mix
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(marketing communications mix) blend of promotion tools that the company uses the engage customers, persuasively communication customer value, and to build customer relationships
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5 major tools of promotion mix
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advertising, sales promotion, personal selling, public relations, and direct/digital marketing
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Sales promotion
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short-term incentive to encourage the purchase or sale of a product or service
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Specific promotional tools used in _______ include press releases, sponsorships, events, and web pages
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public relations
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Content marketing
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creating, inspiring, and sharing brand messages and conversations with and among consumers
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The need for integrated marketing communications
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Marketing content comes from different parts of the company, those parts must communicate to merge into a consistent promoted message
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Push strategy
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uses sales force and trade promotion to push the product through the channels
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Pull strategy
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spending on consumer advertising to induce final consumers to buy the product, creating a demand that pulls the product through the channels
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Setting advertising objective
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A specific communication task to be accomplished with a specific target audience during a specific period of time; to inform, persuade, and remind
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Methods of setting advertising budget
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Affordable method, percentage of sales, competitive parity method, and objective and task method
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Affordable method
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setting budget at the amount management thinks the company can afford
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Percentage of sales
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setting the promotion budget at a certain percentage of current of forecasted sales
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Competitive parity method
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setting the promotion budget to match the competitors
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Objective and task method
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define objective, determine the tasks, and estimate the budget
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Developing advertising strategy
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Creating the advertising message and brand content
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Madison and Vine
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represents the merging of the two in effort to break through the clutter and create new avenues for reaching customers with more engaging methods
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Advertising agency
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a marketing service firm that assists companies in planning, preparing, implementing, and evaluating all of portions of their advertising programs
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Public Relations
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"Used to promote products, people, places, ideas, activities, organizations, and even nations"
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Major public relation tools
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news, special events, and presentations
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Which promotional tool engages directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships?
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direct and digital marketing
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In the promotion mix, ________ refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
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advertising
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The goal of integrated marketing communications
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To deliver clear, consistent, and compelling messages about the organization and its brands
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Which of the following statements is correct regarding the use of advertising as a promotional tool?
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Consumers tend to view advertised products as more legitimate
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promotional tool is best suited to deliver a personalized and immediate message to a specific customer or customer community
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direct marketing
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Generally, _________ is a company's most expensive promotional tool
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personal selling
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Goal of Pull strategy
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to build customer demand
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One reason integrated marketing communications is necessary is
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consumers don't distinguish between content sources the way marketers do
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Which advertising objective is used heavily when introducing a new product category
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informative
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Which advertising objective is best suited to building selective demand
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Persuasive
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Reminder Advertising
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utilized most often by mature, well-known brands
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Advertising appeals should have three characteristics
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to be meaningful, to be believable, and to be distinctive
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two major elements in developing advertising strategy
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Creating advertising messages and selecting advertising media
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product placement
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embeds brands as props within other programming, for example, television shows and movies
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slice of life
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execution style shows one or more "typical" people using the product in a normal setting
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Media Impact
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advertisers determine the qualitative value of message exposure through a given medium
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Which of the following statements about public relations is correct?
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The lines between advertising and public relations are becoming more and more blurred
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Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations function?
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Development
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Logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company cars and trucks are examples of which promotional tool?
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Corporate identity materials
