MAR 3023 FSU Hopkins Exam 4 Review
Questions and Answers
Promotion - -One of the 4 elements of the marketing mix
- The communication link between sellers and buyers for the purpose of influencing,
informing, or persuading a potential buyers purchasing decision
-What are the 4 ingredients of the Promotion Mix? - -Advertising, Public Relations,
Personal Selling, Sales Promotion
- (APPS)
-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 seeks to INFORM
CUSTOMERS AND PERSUADE THEM to purchase products in an exchange situation
-What medium have advertisers spend the most money on in the last 10 years - -
Television
Note: The internet has seen a marked rise in this period, is now the 2nd most, replacing
newspapers
-Advantages of Advertising - -- Very cost-efficient, as it reaches a vast audience at a low
cost per person
- Allows the source to repeat the same message several times
- Visibility gained through advertising can enhance the source's image
-Disadvantages of Advertising - -- Even though cost per person is low, total cost can still be
very high, which can limit organizations from incorporating in promotion mix
- Rarely provides rapid feedback to source
- Difficult to definitively measure advertising's effect on an org's sales
- Has lower persuasive impact on customers than personal selling
- Time allotted to communicate a message is very short, sometimes only a few seconds
, -Advantages of Personal Selling - -- Provides immediate feedback
- Efforts often have greater impact on customers (since they are more targeted)
-Disadvantages of Personal Selling - -- The cost per person is much greater than
advertising
-Kinesic Communication - -A non-verbal means of communication using body language
-Proxemic Communication - -A non-verbal means of communication involving either party
varying the physical distance between the two parties
-Tactile Communication - -A non-verbal means of communication using touch
-Public Relations - -A BROAD SET OF COMMUNICATION EFFORTS used to create and
maintain favorable relationships between an organization and its stakeholders.
-Sales Promotion - -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 - -The coordination of promotion and marketing
efforts for maximum impact.
-What constitutes a Traditional Promotion Mix? - -Traditionally, approaches to marketing
communications view each promotion component as separate from each other (imagine
disconnected puzzle pieces)
-How does the IMC approach differ from the traditional approach? - -Unlike traditional
approaches, the IMC emphasizes each component of promotion as interconnected
(integrated) to each other (imagine connected puzzle pieces)
-What are the Goals of the IMC - -- Consistent ~ message to customers
- Coordinated ~ promotional efforts to logically connect
- Complementary ~ Synchronization to create a greater overall campaign
- Continuity ~ Use more precisely targeted promotion tools over time
-Push Policy - -A promotion strategy that involves promoting a product only to the next
institution DOWN the marketing channel
- Producer promotes to wholesalers, they promote to retailers, they promote to consumers
- Think of the marketing channel as PUSHING the promotion down to consumers
Questions and Answers
Promotion - -One of the 4 elements of the marketing mix
- The communication link between sellers and buyers for the purpose of influencing,
informing, or persuading a potential buyers purchasing decision
-What are the 4 ingredients of the Promotion Mix? - -Advertising, Public Relations,
Personal Selling, Sales Promotion
- (APPS)
-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 seeks to INFORM
CUSTOMERS AND PERSUADE THEM to purchase products in an exchange situation
-What medium have advertisers spend the most money on in the last 10 years - -
Television
Note: The internet has seen a marked rise in this period, is now the 2nd most, replacing
newspapers
-Advantages of Advertising - -- Very cost-efficient, as it reaches a vast audience at a low
cost per person
- Allows the source to repeat the same message several times
- Visibility gained through advertising can enhance the source's image
-Disadvantages of Advertising - -- Even though cost per person is low, total cost can still be
very high, which can limit organizations from incorporating in promotion mix
- Rarely provides rapid feedback to source
- Difficult to definitively measure advertising's effect on an org's sales
- Has lower persuasive impact on customers than personal selling
- Time allotted to communicate a message is very short, sometimes only a few seconds
, -Advantages of Personal Selling - -- Provides immediate feedback
- Efforts often have greater impact on customers (since they are more targeted)
-Disadvantages of Personal Selling - -- The cost per person is much greater than
advertising
-Kinesic Communication - -A non-verbal means of communication using body language
-Proxemic Communication - -A non-verbal means of communication involving either party
varying the physical distance between the two parties
-Tactile Communication - -A non-verbal means of communication using touch
-Public Relations - -A BROAD SET OF COMMUNICATION EFFORTS used to create and
maintain favorable relationships between an organization and its stakeholders.
-Sales Promotion - -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 - -The coordination of promotion and marketing
efforts for maximum impact.
-What constitutes a Traditional Promotion Mix? - -Traditionally, approaches to marketing
communications view each promotion component as separate from each other (imagine
disconnected puzzle pieces)
-How does the IMC approach differ from the traditional approach? - -Unlike traditional
approaches, the IMC emphasizes each component of promotion as interconnected
(integrated) to each other (imagine connected puzzle pieces)
-What are the Goals of the IMC - -- Consistent ~ message to customers
- Coordinated ~ promotional efforts to logically connect
- Complementary ~ Synchronization to create a greater overall campaign
- Continuity ~ Use more precisely targeted promotion tools over time
-Push Policy - -A promotion strategy that involves promoting a product only to the next
institution DOWN the marketing channel
- Producer promotes to wholesalers, they promote to retailers, they promote to consumers
- Think of the marketing channel as PUSHING the promotion down to consumers
