GB 350 Ch 15 & 19 – Cascio || 100% Accurate Answers.
Promotional strategy correct answers collection of marketing tactics that seek to communicate
and reflect the brand's competitive advantage to target audiences
Examples of promotional strategy correct answers High product quality, Great price-value
relationship, Excellent service/Unique features, Educate customers on how to get the most value
from products/services (i.e., "onboarding"), Discounts/seasonal sales
Promotional mix correct answers the combination of promotional tools used by the organization
to achieve strategic objectives
Advertising promotional mix correct answers Attempt to persuade, mass—mediated, paid for by
sponsor
Proactive public relations correct answers nurture brand relationships, maintain/enhance brand
image
Reactive public relations Reactive correct answers damage control, competitive response (i.e.
Public apology)
Personal selling correct answers Popular in B2B markets and complex/high-priced consumer
purchases. Involves lead identification, qualification ("good" customer potential), negotiation, &
closing
Social media advertising correct answers Develop brand community, educate consumers,
humanize the brand
Email marketing correct answers Communicate with target audience that has let you know they
want to hear from you.
Sales Promotion correct answers incentivizing purchase or other meaningful form of engagement
Types of sales promotions correct answers coupons/ discounts, free samples, contests, rebates,
premiums, slotting fees, merchandise allowance, vertical cooperative advertising/ promotion
Rebate correct answers customer earns designated amount of money as a results of making a
purchase. Often offered and paid by manufacturers (not the retailers who sell the product)
Premiums correct answers free/discounted access to product
"Freemium" correct answers offering free/discounted access to limited version of product
Self-liquidating premiums correct answers product trials with designated start and end point,
after which access is only offered to customers/members
, Slotting fees correct answers manufacturer cost for retailer shelf placement
Merchandise allowance correct answers manufacturer offers free products in exchange for in-
store retailer promotions
Vertical cooperative advertising/promotion correct answers Manufacturer or other partner shares
cost of advertising/promoting its products with retailer
Promotional tactic categories correct answers paid media, earned media, owned media
Paid media correct answers a category of promotional tactics based on the traditional
promotional model, whereby a brand pays for media space.
Influencer marketing falls under correct answers paid media category
Earned media correct answers a category of promotional tactics based on a public relations or
publicity model that gets stimulates conversation about and awareness of products, services, or
the brand, overall
Owned media correct answers a category of promotional tactics based on brands becoming
publishers of their own content in order to maximize the brands' value to customers
Traditionally, paid media has included correct answers television, magazine, outdoor, radio, or
newspaper advertising. Paid media also includes display advertising on websites, pay-per-click
advertising on search engines, paid ads on Facebook and Instagram, and even ads on Instagram
Stories.
The idea behind earned media correct answers is to start people talking about the brand—
whether through media coverage (as in traditional public relations) or through word of mouth
(face-to-face and electronic word of mouth).
Owned media includes correct answers the company's websites as well as its official presence on
Facebook, Twitter, YouTube channels, blogs, and other digital platforms.
Push Strategy Tactics correct answers Personal selling, Cooperative promotion, Slotting Fees,
Merchandise allowances, Rebates
Pull Strategy Tactics correct answers SEO/advertising, Sales/discounts, Social media,
Website/blogging, Email marketing
Comminication correct answers Process by which meanings are exchanged or shared through a
common set of symbols
Personalized/Interpersonal communication correct answers Altered message; audience of 1;
multiple media possible
Promotional strategy correct answers collection of marketing tactics that seek to communicate
and reflect the brand's competitive advantage to target audiences
Examples of promotional strategy correct answers High product quality, Great price-value
relationship, Excellent service/Unique features, Educate customers on how to get the most value
from products/services (i.e., "onboarding"), Discounts/seasonal sales
Promotional mix correct answers the combination of promotional tools used by the organization
to achieve strategic objectives
Advertising promotional mix correct answers Attempt to persuade, mass—mediated, paid for by
sponsor
Proactive public relations correct answers nurture brand relationships, maintain/enhance brand
image
Reactive public relations Reactive correct answers damage control, competitive response (i.e.
Public apology)
Personal selling correct answers Popular in B2B markets and complex/high-priced consumer
purchases. Involves lead identification, qualification ("good" customer potential), negotiation, &
closing
Social media advertising correct answers Develop brand community, educate consumers,
humanize the brand
Email marketing correct answers Communicate with target audience that has let you know they
want to hear from you.
Sales Promotion correct answers incentivizing purchase or other meaningful form of engagement
Types of sales promotions correct answers coupons/ discounts, free samples, contests, rebates,
premiums, slotting fees, merchandise allowance, vertical cooperative advertising/ promotion
Rebate correct answers customer earns designated amount of money as a results of making a
purchase. Often offered and paid by manufacturers (not the retailers who sell the product)
Premiums correct answers free/discounted access to product
"Freemium" correct answers offering free/discounted access to limited version of product
Self-liquidating premiums correct answers product trials with designated start and end point,
after which access is only offered to customers/members
, Slotting fees correct answers manufacturer cost for retailer shelf placement
Merchandise allowance correct answers manufacturer offers free products in exchange for in-
store retailer promotions
Vertical cooperative advertising/promotion correct answers Manufacturer or other partner shares
cost of advertising/promoting its products with retailer
Promotional tactic categories correct answers paid media, earned media, owned media
Paid media correct answers a category of promotional tactics based on the traditional
promotional model, whereby a brand pays for media space.
Influencer marketing falls under correct answers paid media category
Earned media correct answers a category of promotional tactics based on a public relations or
publicity model that gets stimulates conversation about and awareness of products, services, or
the brand, overall
Owned media correct answers a category of promotional tactics based on brands becoming
publishers of their own content in order to maximize the brands' value to customers
Traditionally, paid media has included correct answers television, magazine, outdoor, radio, or
newspaper advertising. Paid media also includes display advertising on websites, pay-per-click
advertising on search engines, paid ads on Facebook and Instagram, and even ads on Instagram
Stories.
The idea behind earned media correct answers is to start people talking about the brand—
whether through media coverage (as in traditional public relations) or through word of mouth
(face-to-face and electronic word of mouth).
Owned media includes correct answers the company's websites as well as its official presence on
Facebook, Twitter, YouTube channels, blogs, and other digital platforms.
Push Strategy Tactics correct answers Personal selling, Cooperative promotion, Slotting Fees,
Merchandise allowances, Rebates
Pull Strategy Tactics correct answers SEO/advertising, Sales/discounts, Social media,
Website/blogging, Email marketing
Comminication correct answers Process by which meanings are exchanged or shared through a
common set of symbols
Personalized/Interpersonal communication correct answers Altered message; audience of 1;
multiple media possible
