Marketing 341 Exam 4 Prep
promotion mix (marketing communications mix) correct answer the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships
advertising correct answer any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
sales promotion correct answer short term incentives to encourage the purchase or sale of a product or service
personal sellingcorrect answerpersonal customer interactions by the firm's sales force to engage customers, make sales, and build customer relationships
public relationscorrect answerbuilding good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handing or heading off unfavorable rumors, stories, and events
direct and digital marketingcorrect answerengaging directly with carefully targeted individual consumers and customer communities to both obtain and immediate response and building lasting customer relationships
5 promotional toolscorrect answeradvertising, sales promotion, personal selling, public relations, direct and digital marketing
content marketingcorrect answercreating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix or paid, owned, earned, and shared channels
integrated marketing communicationscorrect answercarefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about he organization and its products push strategycorrect answera promotion strategy that calls for using the sales force and the trade promotion to push the product through channels; producer promotes the product to channel members who in turn promote it to final customers
pull strategycorrect answera promotion strategy that calls for spending a lot on the consumers advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that pulls the product through the channel
4 important decisions when developing an advertising programcorrect answersetting advertising objectives, setting the advertising budget, developing advertising strategy (message decisions and media decisions), and evaluating advertising effectiveness
advertising objectivecorrect answerspecific communications task to be accomplished with a specific target audience during a specific period of time
possible advertising objectivescorrect answerinformative advertising, persuasive advertising, reminder advertising
informative advertisingcorrect answerused heavily to introduce a new product category and build primary demand
comparative advertising (attack advertising)correct answercompany directly or indirectly compares its brand with one or more brands; used to create controversy
reminder advertisingcorrect answerfor mature products; maintain customer relationships and keep consumers thinking about the product
advertising budgetcorrect answerthe dollars and other resources allocated to a product or a company advertising program
affordable methodcorrect answersetting the promotion budget at the level management thinks the company can afford
promotion mix (marketing communications mix) correct answer the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships
advertising correct answer any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
sales promotion correct answer short term incentives to encourage the purchase or sale of a product or service
personal sellingcorrect answerpersonal customer interactions by the firm's sales force to engage customers, make sales, and build customer relationships
public relationscorrect answerbuilding good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handing or heading off unfavorable rumors, stories, and events
direct and digital marketingcorrect answerengaging directly with carefully targeted individual consumers and customer communities to both obtain and immediate response and building lasting customer relationships
5 promotional toolscorrect answeradvertising, sales promotion, personal selling, public relations, direct and digital marketing
content marketingcorrect answercreating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix or paid, owned, earned, and shared channels
integrated marketing communicationscorrect answercarefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about he organization and its products push strategycorrect answera promotion strategy that calls for using the sales force and the trade promotion to push the product through channels; producer promotes the product to channel members who in turn promote it to final customers
pull strategycorrect answera promotion strategy that calls for spending a lot on the consumers advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that pulls the product through the channel
4 important decisions when developing an advertising programcorrect answersetting advertising objectives, setting the advertising budget, developing advertising strategy (message decisions and media decisions), and evaluating advertising effectiveness
advertising objectivecorrect answerspecific communications task to be accomplished with a specific target audience during a specific period of time
possible advertising objectivescorrect answerinformative advertising, persuasive advertising, reminder advertising
informative advertisingcorrect answerused heavily to introduce a new product category and build primary demand
comparative advertising (attack advertising)correct answercompany directly or indirectly compares its brand with one or more brands; used to create controversy
reminder advertisingcorrect answerfor mature products; maintain customer relationships and keep consumers thinking about the product
advertising budgetcorrect answerthe dollars and other resources allocated to a product or a company advertising program
affordable methodcorrect answersetting the promotion budget at the level management thinks the company can afford
