MKTG 301 Roth Exam 3
Study online at https://quizlet.com/_5s69s5
1. Promotional Mix 1. to persuasively communicate customer value and build customer relationships
Goals 2. to deliver a clear, consistent and compelling message
"integrated marketing communications"
ex: Apple Store/commercials/print -its always simple
ex: kit Kat bar "have a break"-everyone deserves a break
2. Promotional Mix 1. Advertising
Tools 2. Public Relations
3. Personal Selling
4. Sales Promotion
5. Direct and Digital (online) Marketing
3. What is advertis- Any paid form of non personal presentation and promotion of ideas, goods, or
ing? services by an identified sponsor.
4. Advertising Key Paid
Characteristics non personal communication
identified sponsor
5. broadcasting cbs, cnn, large audiences
6. narrowcasting thinking about the target audience and how your gonna reach them
ex: advertising on more narrow channels, such as MTV or animal planet
7. Madison and product placing within tv, movies, etc.
Vine
cost effective, higher reach
A term that has come to represent the merging of advertising and entertainment
in an effort to break through the clutter and create new avenues for reaching
consumers with more engaging messages
, MKTG 301 Roth Exam 3
Study online at https://quizlet.com/_5s69s5
Like new york and Hollywood, advertising in movies
Ex) coca cola cups on America's got talent
"Advertainment": ads are so cool people WANT to watch them, like the super
bowl!!
8. Paid Media when the company pays to commercial
Traditional advertising; billboards, posters, etc.
ex: kit Kat advertising on bridge so when bridge opens the kit Kat breaks
9. Owned Media what the company owns
Things a company can change/update often; websites, social media, etc.
10. Shared Media Passing along from consumer to consumer; People to People, "sharing" on
Facebook, retweet, shared post or re post etc.
11. Earned media When an actual news agency/magazine/radio show/ tells the world; The Today
Show, Ellen, etc.
ex: a tweet went viral about Kit Kat bar so they were able to make a twitter poll
about it etc..
12. Advertising Ob- informative advertising
jectives persuasive advertising
reminder advertising
13. Informative Ad- Communicating customer value while building a brand and company image and
vertising correcting false impressions
Build primary demand (knowledge)
Good for introducing a new product category (brand new product)
, MKTG 301 Roth Exam 3
Study online at https://quizlet.com/_5s69s5
Ex) Lysol brush explaining how it works
Ex) oxy clean commercial with detergent ball
14. Persuasive Ad- Build secondary demand (preference-prefer this brand over another), while en-
vertising couraging to switch to a brand and changing customer perceptions of product
value
Good for direct or indirect brand comparisons
Ex) side by side bounty commercials
Ex) hefty trash bags are stronger and cheaper than glad trash bags
Ex) samsung "our battery last longer than apple"
can include competitor but not always
15. Reminder Adver- Maintaining customer relationships, and keeping the brand in a customers mind
tising
Increase frequency of purchase
Good for mature products
Ex) Absolut commercial, reminds you thru seasonal campaign to keep buying
vodka
Ex) old spice commercial, different representation of old spice
cash cow - remind that these products are still out there
16. Advertising Bud- affordable method
get Decisions percentage-of-sales method
competitive-party method
objective-and-task method
17.
, MKTG 301 Roth Exam 3
Study online at https://quizlet.com/_5s69s5
affordable Setting the promotion budget at the level management thinks the company can
method afford.
Small businesses do this a lot to make sure they don't spend more than what they
have
Bad though because it places promotion as last obligation of spending, and
sometimes advertising is critical
18. percent- Setting the promotion budget at a certain percentage of current or forecasted
age-of-sales sales or as a percentage of the unit sales price.
method
Based on the availability of funds rather than on opportunities
what were our 2nd quarter sales and what can we spend on next quarter sales?
(if its a brand new product you will have to spend more)
19. competitive-par- Setting the promotion budget to match competitors' outlays.
ty method
20. objec- Objective and task method (most logical method)
tive-and-task
method -Define specific objectives
-Determine tasks
-Estimate costs of each tasks
the sum of these costs is the proposed promotion budget
difficult to do well without data
21. Ad Message De- positioning strategy --> The "big idea"(compelling, creative concept)
cisions
ex: Just Do It (just do it isn't the big idea, big idea is having slogan with commer-
cials etc.)
Study online at https://quizlet.com/_5s69s5
1. Promotional Mix 1. to persuasively communicate customer value and build customer relationships
Goals 2. to deliver a clear, consistent and compelling message
"integrated marketing communications"
ex: Apple Store/commercials/print -its always simple
ex: kit Kat bar "have a break"-everyone deserves a break
2. Promotional Mix 1. Advertising
Tools 2. Public Relations
3. Personal Selling
4. Sales Promotion
5. Direct and Digital (online) Marketing
3. What is advertis- Any paid form of non personal presentation and promotion of ideas, goods, or
ing? services by an identified sponsor.
4. Advertising Key Paid
Characteristics non personal communication
identified sponsor
5. broadcasting cbs, cnn, large audiences
6. narrowcasting thinking about the target audience and how your gonna reach them
ex: advertising on more narrow channels, such as MTV or animal planet
7. Madison and product placing within tv, movies, etc.
Vine
cost effective, higher reach
A term that has come to represent the merging of advertising and entertainment
in an effort to break through the clutter and create new avenues for reaching
consumers with more engaging messages
, MKTG 301 Roth Exam 3
Study online at https://quizlet.com/_5s69s5
Like new york and Hollywood, advertising in movies
Ex) coca cola cups on America's got talent
"Advertainment": ads are so cool people WANT to watch them, like the super
bowl!!
8. Paid Media when the company pays to commercial
Traditional advertising; billboards, posters, etc.
ex: kit Kat advertising on bridge so when bridge opens the kit Kat breaks
9. Owned Media what the company owns
Things a company can change/update often; websites, social media, etc.
10. Shared Media Passing along from consumer to consumer; People to People, "sharing" on
Facebook, retweet, shared post or re post etc.
11. Earned media When an actual news agency/magazine/radio show/ tells the world; The Today
Show, Ellen, etc.
ex: a tweet went viral about Kit Kat bar so they were able to make a twitter poll
about it etc..
12. Advertising Ob- informative advertising
jectives persuasive advertising
reminder advertising
13. Informative Ad- Communicating customer value while building a brand and company image and
vertising correcting false impressions
Build primary demand (knowledge)
Good for introducing a new product category (brand new product)
, MKTG 301 Roth Exam 3
Study online at https://quizlet.com/_5s69s5
Ex) Lysol brush explaining how it works
Ex) oxy clean commercial with detergent ball
14. Persuasive Ad- Build secondary demand (preference-prefer this brand over another), while en-
vertising couraging to switch to a brand and changing customer perceptions of product
value
Good for direct or indirect brand comparisons
Ex) side by side bounty commercials
Ex) hefty trash bags are stronger and cheaper than glad trash bags
Ex) samsung "our battery last longer than apple"
can include competitor but not always
15. Reminder Adver- Maintaining customer relationships, and keeping the brand in a customers mind
tising
Increase frequency of purchase
Good for mature products
Ex) Absolut commercial, reminds you thru seasonal campaign to keep buying
vodka
Ex) old spice commercial, different representation of old spice
cash cow - remind that these products are still out there
16. Advertising Bud- affordable method
get Decisions percentage-of-sales method
competitive-party method
objective-and-task method
17.
, MKTG 301 Roth Exam 3
Study online at https://quizlet.com/_5s69s5
affordable Setting the promotion budget at the level management thinks the company can
method afford.
Small businesses do this a lot to make sure they don't spend more than what they
have
Bad though because it places promotion as last obligation of spending, and
sometimes advertising is critical
18. percent- Setting the promotion budget at a certain percentage of current or forecasted
age-of-sales sales or as a percentage of the unit sales price.
method
Based on the availability of funds rather than on opportunities
what were our 2nd quarter sales and what can we spend on next quarter sales?
(if its a brand new product you will have to spend more)
19. competitive-par- Setting the promotion budget to match competitors' outlays.
ty method
20. objec- Objective and task method (most logical method)
tive-and-task
method -Define specific objectives
-Determine tasks
-Estimate costs of each tasks
the sum of these costs is the proposed promotion budget
difficult to do well without data
21. Ad Message De- positioning strategy --> The "big idea"(compelling, creative concept)
cisions
ex: Just Do It (just do it isn't the big idea, big idea is having slogan with commer-
cials etc.)
