MKTG 301 PSU Exam 3
Study online at https://quizlet.com/_5slatx
1. Promotion Mix The specific blend of promotion tools that the company uses to persuasively
communicate customer value and build customer relationships. (How you convey
your message)
2. Promotion Mix 1. Advertising
parts (5) 2. Sales promotion
3. Personal selling
4. Public relations
5. Direct marketing
3. Advertising Any paid form of non-personal presentation and promotions of ideas, goods, or
services by identified sponsor
4. Sales promotion Short-term incentives to encourage the purchase or sale of a product or service -
freebies
5. Personal selling Personal presentation by the firm's sales force for the purpose of making sales
and building customer relationships
6. Public relations Building good relations with the companies various publics by obtaining favorable
publicity, building up a good image, and handling or heading off unfavorable
rumors, stories, and events (press releases, sponsorships, events, and web pages)
7. Direct Marketing Direct connections with carefully targeted individual consumers to both obtain an
immediate response and cultivate lasting customer relationships
8. Brand content You have to manage all your media outlets.
management creating, inspiring, and sharing brand messages and conversations with and
among consumers across a fluid mix of paid, owned, earned, and shared channels
9. 4 types of adver- Paid media, Owned media, Shared media, Earned media
tising
10. Paid media
, MKTG 301 PSU Exam 3
Study online at https://quizlet.com/_5slatx
Pay for placement (ex: billboards, commercials, sponsorships, TV, radio, print,
outdoor, web displays, mobile ads, email marketing)
promotional channels paid for by sponsor, including traditional media and on-
line/digital media
11. Owned Media Total control, and created by company (Company Website, Twitter, Facebook,
events, corporate blogs)
12. Shared media Consumers sharing with other customers. What the consumer does with owned
media turns to shared media. Company not involved.
(social media, blogs, viral channels)
13. Earned media 3rd party talking about your product (ex: news stations; publicity which is free. you
just hope its good publicity)
PR media channels not directly paid for or controlled by marketer but that include
content bc of viewer, reader, or user interest
14. key characteris- Paid, non personal communication, identified sponsor, costly
tics of advertis-
ing
15. Narrowcasting advertising approaches that are focused on a specific (narrow) topic and group
Focusing on smaller markets based on shows or channel. (CBS, ABC, NBC, FOX are
all too large of an audience)
16. Product Place- Shows may use all apple products or they may sponsor a brand throughout, like
ment the cars they drive or things they drink. (James Bond always wears Omega)
17. Part 1 of "Major 1. Objective
decisions in ad- a. Informative (What is the product?, build primary demand, introduce new
vertising" product category, communicates customer value, suggesting new uses for a
product, building a brand and company image, informing the market of a price
, MKTG 301 PSU Exam 3
Study online at https://quizlet.com/_5slatx
change, telling the market about a new product.
b. Persuasive (Why is it better?, persuasion, build secondary demand, good or
direct and indirect brand comparisons (Bounty paper), important as competition
increases and the objective is to build selective demand, some persuasive adver-
tising has become comparative advertising or attack advertising)
c. Reminder (Changes, new uses, remind you want to use it, increase the
frequency of purchase, good for mature products, can tie to social occasions or
seasonal, maintaining customer relationships, reminding consumers where to
buy the product, reminding consumers that the product may be needed in the
near future) Ex: Coke doesn't need more brand recognition and you know what
it is so they just have commercials for big events like Olympics to remind you to
buy it for your party
18. Part 2 of "Major 2. Budget
decisions in ad- a. Affordable - how much we can afford (you do not know how much you
vertising" need, simply is there money left over in the budget, small companies (mom
n pop), disadvantages - this often ignores effects of the promotions on sales,
sometimes, advertising is important to a small company's growth and this method
puts advertising low on the priority list)
b. Percentage of sales (advantages - simple to use, helps management think
about the relationships between promotion spending, selling price, and profit per
unit; disadvantage - wrongly views sales as the cause of promotion rather than a
result, based on availability of funds rather than on opportunities, may prevent
the increased spending sometimes needed to turn around falling sales, does not
provide a basis for choosing what percentage of sales to spend...rather than on
past history or what competitors are doing, average advertising is 3.18% of sales
however it can be very different for each industry. Grocery stores should barely
advertise at all.
c. Competitive parity - spend as much as competitors (Each company has its own
promotional needs, so it isn't smart to just blindly follow them, hard because you
do not know why they are spending that money. They could be unveiling new
product or something)
Study online at https://quizlet.com/_5slatx
1. Promotion Mix The specific blend of promotion tools that the company uses to persuasively
communicate customer value and build customer relationships. (How you convey
your message)
2. Promotion Mix 1. Advertising
parts (5) 2. Sales promotion
3. Personal selling
4. Public relations
5. Direct marketing
3. Advertising Any paid form of non-personal presentation and promotions of ideas, goods, or
services by identified sponsor
4. Sales promotion Short-term incentives to encourage the purchase or sale of a product or service -
freebies
5. Personal selling Personal presentation by the firm's sales force for the purpose of making sales
and building customer relationships
6. Public relations Building good relations with the companies various publics by obtaining favorable
publicity, building up a good image, and handling or heading off unfavorable
rumors, stories, and events (press releases, sponsorships, events, and web pages)
7. Direct Marketing Direct connections with carefully targeted individual consumers to both obtain an
immediate response and cultivate lasting customer relationships
8. Brand content You have to manage all your media outlets.
management creating, inspiring, and sharing brand messages and conversations with and
among consumers across a fluid mix of paid, owned, earned, and shared channels
9. 4 types of adver- Paid media, Owned media, Shared media, Earned media
tising
10. Paid media
, MKTG 301 PSU Exam 3
Study online at https://quizlet.com/_5slatx
Pay for placement (ex: billboards, commercials, sponsorships, TV, radio, print,
outdoor, web displays, mobile ads, email marketing)
promotional channels paid for by sponsor, including traditional media and on-
line/digital media
11. Owned Media Total control, and created by company (Company Website, Twitter, Facebook,
events, corporate blogs)
12. Shared media Consumers sharing with other customers. What the consumer does with owned
media turns to shared media. Company not involved.
(social media, blogs, viral channels)
13. Earned media 3rd party talking about your product (ex: news stations; publicity which is free. you
just hope its good publicity)
PR media channels not directly paid for or controlled by marketer but that include
content bc of viewer, reader, or user interest
14. key characteris- Paid, non personal communication, identified sponsor, costly
tics of advertis-
ing
15. Narrowcasting advertising approaches that are focused on a specific (narrow) topic and group
Focusing on smaller markets based on shows or channel. (CBS, ABC, NBC, FOX are
all too large of an audience)
16. Product Place- Shows may use all apple products or they may sponsor a brand throughout, like
ment the cars they drive or things they drink. (James Bond always wears Omega)
17. Part 1 of "Major 1. Objective
decisions in ad- a. Informative (What is the product?, build primary demand, introduce new
vertising" product category, communicates customer value, suggesting new uses for a
product, building a brand and company image, informing the market of a price
, MKTG 301 PSU Exam 3
Study online at https://quizlet.com/_5slatx
change, telling the market about a new product.
b. Persuasive (Why is it better?, persuasion, build secondary demand, good or
direct and indirect brand comparisons (Bounty paper), important as competition
increases and the objective is to build selective demand, some persuasive adver-
tising has become comparative advertising or attack advertising)
c. Reminder (Changes, new uses, remind you want to use it, increase the
frequency of purchase, good for mature products, can tie to social occasions or
seasonal, maintaining customer relationships, reminding consumers where to
buy the product, reminding consumers that the product may be needed in the
near future) Ex: Coke doesn't need more brand recognition and you know what
it is so they just have commercials for big events like Olympics to remind you to
buy it for your party
18. Part 2 of "Major 2. Budget
decisions in ad- a. Affordable - how much we can afford (you do not know how much you
vertising" need, simply is there money left over in the budget, small companies (mom
n pop), disadvantages - this often ignores effects of the promotions on sales,
sometimes, advertising is important to a small company's growth and this method
puts advertising low on the priority list)
b. Percentage of sales (advantages - simple to use, helps management think
about the relationships between promotion spending, selling price, and profit per
unit; disadvantage - wrongly views sales as the cause of promotion rather than a
result, based on availability of funds rather than on opportunities, may prevent
the increased spending sometimes needed to turn around falling sales, does not
provide a basis for choosing what percentage of sales to spend...rather than on
past history or what competitors are doing, average advertising is 3.18% of sales
however it can be very different for each industry. Grocery stores should barely
advertise at all.
c. Competitive parity - spend as much as competitors (Each company has its own
promotional needs, so it isn't smart to just blindly follow them, hard because you
do not know why they are spending that money. They could be unveiling new
product or something)
