MAR 3023 Exam 4 – Brady |107 Questions and
Answers
What is Promotion? - -The link between manufacturer and the buyer, they are trying to
influence the consumer and inform them about the benefits of the product and persuade
them to buy the product
-Promotion Mix - -The levers and strategic tools that companies can use to turn the dial in
terms of how you become aware and persuaded of a particular product
-Advertising - -a paid, non-personal communication about an organization and its
products transmitted to a target audience through mass media
-Personal Selling - -a paid, personal communication that aims to inform customers and
persuade them to purchase products in an exchange situation
-Public Relations - -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, rebates, sweepstakes, contests, premiums, and coupons
-Integrated Marketing Communications - -Coordination of promotion and marketing
efforts for maximum impact
-Goals of IMC - -Consistent:
-Consistent message to customers
Coordinated:
-Coordinate/manage promotional efforts to be logically connected
Complementary:
-Synchronization to create a greater overall campaign
Continuity:
-Use more precisely targeted promotional tools over time
-Two General Promo Strategies - --Push Policy
-Pull Policy
-Push Policy - --The firm is targeting someone within the distribution network
-Promoting a product only to the next institution down the marketing channel
-The producer promotes the product to wholesalers, the wholesalers promote it to
retailers, and the retailers promote it to consumers
-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
-Children's toys
-Ford Australia only produces a car when one is ordered by a customer; Dell did the same
thing
-Communication Process - --The process that describes the exchange of information
between two or more people
-Messages are sent through channels:
letters, email, in person
-The Source - --the person or organization that has information to share
-Company
-Salesperson
-Celebrities Q-scores
-Q-scores (Celebrities) - --The way celebs get paid for promotions
-Measure of familiarity and liking
-Consumers level of familiarity with a name - % who have heard of her/him
-The number of respondents who indicate that a person, program or character is a favorite
-The score is calculated by dividing the two numbers
-Some argue that Q is better than Nielsen
-Encoding - --the process of putting words, thoughts, messages into symbolic form in such
a way that they will be understood by the receiver/consumer
- symbols are particularly good for this
-The Channel - -how the communication travels from the source to the receiver
-The Channel Two Types - -Nonpersonal channels:
-no personal contact with consumer
-Print, broadcast
Personal channels:
-involves direct contact
-Direct selling
-Salespeople
-WOM
-"Buzz marketing"
-Buzz Marketing - --a subset of "viral marketing" wherein companies hire socially active
consumers to promote products to their friends, relatives, and acquaintances.
-consumers are typically unaware that the person is on the "payroll"
Answers
What is Promotion? - -The link between manufacturer and the buyer, they are trying to
influence the consumer and inform them about the benefits of the product and persuade
them to buy the product
-Promotion Mix - -The levers and strategic tools that companies can use to turn the dial in
terms of how you become aware and persuaded of a particular product
-Advertising - -a paid, non-personal communication about an organization and its
products transmitted to a target audience through mass media
-Personal Selling - -a paid, personal communication that aims to inform customers and
persuade them to purchase products in an exchange situation
-Public Relations - -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, rebates, sweepstakes, contests, premiums, and coupons
-Integrated Marketing Communications - -Coordination of promotion and marketing
efforts for maximum impact
-Goals of IMC - -Consistent:
-Consistent message to customers
Coordinated:
-Coordinate/manage promotional efforts to be logically connected
Complementary:
-Synchronization to create a greater overall campaign
Continuity:
-Use more precisely targeted promotional tools over time
-Two General Promo Strategies - --Push Policy
-Pull Policy
-Push Policy - --The firm is targeting someone within the distribution network
-Promoting a product only to the next institution down the marketing channel
-The producer promotes the product to wholesalers, the wholesalers promote it to
retailers, and the retailers promote it to consumers
-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
-Children's toys
-Ford Australia only produces a car when one is ordered by a customer; Dell did the same
thing
-Communication Process - --The process that describes the exchange of information
between two or more people
-Messages are sent through channels:
letters, email, in person
-The Source - --the person or organization that has information to share
-Company
-Salesperson
-Celebrities Q-scores
-Q-scores (Celebrities) - --The way celebs get paid for promotions
-Measure of familiarity and liking
-Consumers level of familiarity with a name - % who have heard of her/him
-The number of respondents who indicate that a person, program or character is a favorite
-The score is calculated by dividing the two numbers
-Some argue that Q is better than Nielsen
-Encoding - --the process of putting words, thoughts, messages into symbolic form in such
a way that they will be understood by the receiver/consumer
- symbols are particularly good for this
-The Channel - -how the communication travels from the source to the receiver
-The Channel Two Types - -Nonpersonal channels:
-no personal contact with consumer
-Print, broadcast
Personal channels:
-involves direct contact
-Direct selling
-Salespeople
-WOM
-"Buzz marketing"
-Buzz Marketing - --a subset of "viral marketing" wherein companies hire socially active
consumers to promote products to their friends, relatives, and acquaintances.
-consumers are typically unaware that the person is on the "payroll"
