MAR 3023 Exam 4 review | 116 Q’s and A’s
(FSU Fall 2025 // Professor Mike Brady)
Overall U.S. Spending on Advertising & Promotion (bar graph) - -- grown steadily since
2011
- $220 billion in 2018
- expected $30 billion increase in 2019
-Trends in Advertising & Promotion Spending (stacked bar graph) - -- TV line is pretty
stable
- digital has grown tremendously (now bigger than TV)
- magazines have decreased
- directories (like phonebooks) have almost died
- newspaper also decreasing tremendously in terms of what they're doing with advertising
-Top Digital Advertisers (graph) - -- Google is top dog in digital advertising
- Facebook #2, Alibaba #3
- usual players: Amazon, Twitter, Yahoo, and so forth
- this is a trend that is not going to slow down anytime soon
-Where Advertising Spending Occurs (graph) - -- a lot in cable television (not network
television)
- magazines and so forth
- digital aspect is growing tremendously
-Top Advertisers (table) - -1. Comcast (brands: Universal, NBC, Sky, Fandango)
2. AT&T (brands: AT&T, Warner Bros, HBO)
3. Amazon (brands: Prime, Kindle, Zappos, Whole Foods)
4. P&G (brands: Tide, Downy, Pampers, Charmin, Cascade, Gillette, Crest, Nyquil) -
represents marketing more than any other company
5. GM (brands: Chevrolet, Cadillac, GMC, Buick)
6. Disney (brands: Pixar, Hulu, ESPN, Marvel, ABC)
-Promotion Mix - -*advertising* is a paid, non-personal communication about an
organization and its products transmitted to a target audience through mass media
*personal selling* is a paid, non-personal communication that seeks to inform customers
and persuade them to purchase products in an exchange situation
*public relations* is a broad set of communication efforts used to create and maintain
favorable relationships between an organization and its stakeholders
,*sales promotion* is an activity or material that acts as a direct inducement offering added
value or incentive for the product to resellers, salespeople, or customers; free samples,
games, debates, sweepstakes, contests, premiums, and coupons
-Integrated Communications - -*integrated marketing communications*
coordination of promotion and marketing efforts for maximum impact
- traditional marketing, promotion, web/social media are integrated
-- important for companies to send one consistent message to consumers
-Traditional Promotion Mix - -point of purchase, publicity, sales promotion, packaging,
special events, media advertising, direct response, interactive marketing, direct marketing,
public relations
- were only loosely related or loosely connected across all of these different forms of
promotion
-IMC - -all the different forms of promotion are interwoven and present a consistent
message
- with the number of messages we are exposed to every day, presenting one message has a
better chance of getting through to consumers so that they remember it
-Integrated Communications (cont'd) - -goals of IMC:
*consistent*
- consistent message to customers
*coordinated*
- coordinate/manage promotional efforts to be logically connected
*complimentary*
- synchronization to create a greater overall campaign
-- in other words, it's the same message but deliberate in slightly different ways that
compliment each other
EX: personally via personal selling and impersonally through television advertising
*continuity*
- use more precisely targeted promotion tools over time
EX: Coke Zero --> aimed at men - done via SMS, point of purchase, via NCA basketball
tournament, through NASCAR, and through football -- same message and same target
audience (male audience)
-2 General Promo Strategies - -*push policy*
B2B (business to business)
- promoting a product only to the next institution down the marketing channel
-- remember MWRC (manufacturer to wholesaler to retailer and ultimately to consumer)
--- the producer promotes the product to wholesalers, the wholesalers promote it to
retailers, and the retailers promote it to consumers
EX: trade shows and personal selling
- *push money*: (also known as "spiffs") an extra commission paid to retail employees to
push products
, *pull policy*
- promoting a product directly to consumers to develop strong demand that pulls products
through the marketing channel
EX: children's toys --> literally they sit on the floor and scream and yell at their parents if
they don't get the toy that they want, so that's sort of the quintessential example of what a
pull policy is all about
EX: Ford Australia --> only produces a car when one is ordered by a customer
- Dell did the same thing
-- therefore, the customer pulled the product down the channel
-Communication Process - -the process that describes the exchange of information
between two or more people
- messages are sent through channels
EX: letters, email, in person
-Elements in the Communication Process (diagram) - -*noise* in the middle - impacting all
the different steps
starts with the *source*
- typically the company that has the information that message is encoded
*encoding information*
- coding process
*message development*
*communications channel*
- medium
*decoding the message*
- decoded by the receiver
*receiver*
*feedback*
- and send back to the source
-The Source - -the person or organization that has information to share
- the company or salesperson delivers the message
- often, however, its celebrities
-- celebrities endorse products all the time
celebrities have "Q-scores"
- measure of familiarity and liking (positive)
- there's also a negative Q-score that tells us who is disliked
(FSU Fall 2025 // Professor Mike Brady)
Overall U.S. Spending on Advertising & Promotion (bar graph) - -- grown steadily since
2011
- $220 billion in 2018
- expected $30 billion increase in 2019
-Trends in Advertising & Promotion Spending (stacked bar graph) - -- TV line is pretty
stable
- digital has grown tremendously (now bigger than TV)
- magazines have decreased
- directories (like phonebooks) have almost died
- newspaper also decreasing tremendously in terms of what they're doing with advertising
-Top Digital Advertisers (graph) - -- Google is top dog in digital advertising
- Facebook #2, Alibaba #3
- usual players: Amazon, Twitter, Yahoo, and so forth
- this is a trend that is not going to slow down anytime soon
-Where Advertising Spending Occurs (graph) - -- a lot in cable television (not network
television)
- magazines and so forth
- digital aspect is growing tremendously
-Top Advertisers (table) - -1. Comcast (brands: Universal, NBC, Sky, Fandango)
2. AT&T (brands: AT&T, Warner Bros, HBO)
3. Amazon (brands: Prime, Kindle, Zappos, Whole Foods)
4. P&G (brands: Tide, Downy, Pampers, Charmin, Cascade, Gillette, Crest, Nyquil) -
represents marketing more than any other company
5. GM (brands: Chevrolet, Cadillac, GMC, Buick)
6. Disney (brands: Pixar, Hulu, ESPN, Marvel, ABC)
-Promotion Mix - -*advertising* is a paid, non-personal communication about an
organization and its products transmitted to a target audience through mass media
*personal selling* is a paid, non-personal communication that seeks to inform customers
and persuade them to purchase products in an exchange situation
*public relations* is a broad set of communication efforts used to create and maintain
favorable relationships between an organization and its stakeholders
,*sales promotion* is an activity or material that acts as a direct inducement offering added
value or incentive for the product to resellers, salespeople, or customers; free samples,
games, debates, sweepstakes, contests, premiums, and coupons
-Integrated Communications - -*integrated marketing communications*
coordination of promotion and marketing efforts for maximum impact
- traditional marketing, promotion, web/social media are integrated
-- important for companies to send one consistent message to consumers
-Traditional Promotion Mix - -point of purchase, publicity, sales promotion, packaging,
special events, media advertising, direct response, interactive marketing, direct marketing,
public relations
- were only loosely related or loosely connected across all of these different forms of
promotion
-IMC - -all the different forms of promotion are interwoven and present a consistent
message
- with the number of messages we are exposed to every day, presenting one message has a
better chance of getting through to consumers so that they remember it
-Integrated Communications (cont'd) - -goals of IMC:
*consistent*
- consistent message to customers
*coordinated*
- coordinate/manage promotional efforts to be logically connected
*complimentary*
- synchronization to create a greater overall campaign
-- in other words, it's the same message but deliberate in slightly different ways that
compliment each other
EX: personally via personal selling and impersonally through television advertising
*continuity*
- use more precisely targeted promotion tools over time
EX: Coke Zero --> aimed at men - done via SMS, point of purchase, via NCA basketball
tournament, through NASCAR, and through football -- same message and same target
audience (male audience)
-2 General Promo Strategies - -*push policy*
B2B (business to business)
- promoting a product only to the next institution down the marketing channel
-- remember MWRC (manufacturer to wholesaler to retailer and ultimately to consumer)
--- the producer promotes the product to wholesalers, the wholesalers promote it to
retailers, and the retailers promote it to consumers
EX: trade shows and personal selling
- *push money*: (also known as "spiffs") an extra commission paid to retail employees to
push products
, *pull policy*
- promoting a product directly to consumers to develop strong demand that pulls products
through the marketing channel
EX: children's toys --> literally they sit on the floor and scream and yell at their parents if
they don't get the toy that they want, so that's sort of the quintessential example of what a
pull policy is all about
EX: Ford Australia --> only produces a car when one is ordered by a customer
- Dell did the same thing
-- therefore, the customer pulled the product down the channel
-Communication Process - -the process that describes the exchange of information
between two or more people
- messages are sent through channels
EX: letters, email, in person
-Elements in the Communication Process (diagram) - -*noise* in the middle - impacting all
the different steps
starts with the *source*
- typically the company that has the information that message is encoded
*encoding information*
- coding process
*message development*
*communications channel*
- medium
*decoding the message*
- decoded by the receiver
*receiver*
*feedback*
- and send back to the source
-The Source - -the person or organization that has information to share
- the company or salesperson delivers the message
- often, however, its celebrities
-- celebrities endorse products all the time
celebrities have "Q-scores"
- measure of familiarity and liking (positive)
- there's also a negative Q-score that tells us who is disliked
