MKTG 301 PSU- Exam 3
Study online at https://quizlet.com/_5swlqg
1. Promotion mix -Communicate value & build customer relationships
goals (3)
-Deliver a clear, consistent, compelling message
-"Integrated marketing"
2. Promotion mix -Advertising
tools (5) -Personal selling
-Public relations
-Direct/digital marketing
-Sales promotion
3. Examples of -Paid: ads
paid, owned, -Owned: website, fb/twitter
shared, and -Shared: repost
earned media -Earned: media getting involved/publicity
4. Objective adver- A specific communication task, for a specific target audience, during a specific pd
tising (includes 3 of time.
types)
Includes:
-informative advertising
-persuasive advertising
-reminder advertising
5. Informative ad- -Services/support
vertising func- -Correcting false impressions
tions (5) -Introducing new products/new uses
-Price changes
-Primary demand (knowledge of customer value/function)
6. -Secondary demand (preference)
-Change perceptions of product value / encourage switching
, MKTG 301 PSU- Exam 3
Study online at https://quizlet.com/_5swlqg
Persuasive ad- -Encourage to purchase now
vertising func- -Build community/engagement
tions (4)
7. Reminder adver- -Where to buy
tising functions -Increase frequency of purchase
(4) -Reminder product may be needed in near future
-Maintain relationships
8. Types of advertis- -Affordable Method
ing budgets (4) -Percentage-of-Sales Method
-Competitive-Parity Method
-Objective-and-Task Method
9. Affordable Based on what management thinks they can afford
Method
(budgeting)
10. Percent- Based on certain percentages of sales
age-of-Sales
Method
(budgeting)
11. Competitive-Par- Based on matching industry competitors' average
ity Method
(budgeting)
12. Objec- -Proper way to budget
tive-and-Task -Difficult to do well without data
Method
(budgeting) (1) Define specific objectives
(2) Determine tasks
(3) Estimate costs of each task
, MKTG 301 PSU- Exam 3
Study online at https://quizlet.com/_5swlqg
13. Madison & Vine Product placement in movies
14. Positioning strat- The "big idea" (compelling creative concept)
egy (ccc)
15. Ad execution -Slice of Life
styles (9) -Lifestyle
-Fantasy
-Musical
-Personality Symbol
-Technical Expertise
-Scientific Evidence
-Mood/Image
-Testimonial
16. Slice of Life (ad Showing "typical" person/people using product in normal setting.
execution style)
17. Lifestyle (ad exe- Showing how product fits with particular lifestyle.
cution style)
18. Fantasy (ad exe- Creates a fantasy around the product or its use.
cution style)
19. Mood/image (ad Build mood or image around product (e.g., beauty, love, serenity).
execution style)
20. Musical (ad exe- Shows someone singing about product.
cution style)
21. Personality sym- Character that represents the product.
bol (ad execution
style)
Study online at https://quizlet.com/_5swlqg
1. Promotion mix -Communicate value & build customer relationships
goals (3)
-Deliver a clear, consistent, compelling message
-"Integrated marketing"
2. Promotion mix -Advertising
tools (5) -Personal selling
-Public relations
-Direct/digital marketing
-Sales promotion
3. Examples of -Paid: ads
paid, owned, -Owned: website, fb/twitter
shared, and -Shared: repost
earned media -Earned: media getting involved/publicity
4. Objective adver- A specific communication task, for a specific target audience, during a specific pd
tising (includes 3 of time.
types)
Includes:
-informative advertising
-persuasive advertising
-reminder advertising
5. Informative ad- -Services/support
vertising func- -Correcting false impressions
tions (5) -Introducing new products/new uses
-Price changes
-Primary demand (knowledge of customer value/function)
6. -Secondary demand (preference)
-Change perceptions of product value / encourage switching
, MKTG 301 PSU- Exam 3
Study online at https://quizlet.com/_5swlqg
Persuasive ad- -Encourage to purchase now
vertising func- -Build community/engagement
tions (4)
7. Reminder adver- -Where to buy
tising functions -Increase frequency of purchase
(4) -Reminder product may be needed in near future
-Maintain relationships
8. Types of advertis- -Affordable Method
ing budgets (4) -Percentage-of-Sales Method
-Competitive-Parity Method
-Objective-and-Task Method
9. Affordable Based on what management thinks they can afford
Method
(budgeting)
10. Percent- Based on certain percentages of sales
age-of-Sales
Method
(budgeting)
11. Competitive-Par- Based on matching industry competitors' average
ity Method
(budgeting)
12. Objec- -Proper way to budget
tive-and-Task -Difficult to do well without data
Method
(budgeting) (1) Define specific objectives
(2) Determine tasks
(3) Estimate costs of each task
, MKTG 301 PSU- Exam 3
Study online at https://quizlet.com/_5swlqg
13. Madison & Vine Product placement in movies
14. Positioning strat- The "big idea" (compelling creative concept)
egy (ccc)
15. Ad execution -Slice of Life
styles (9) -Lifestyle
-Fantasy
-Musical
-Personality Symbol
-Technical Expertise
-Scientific Evidence
-Mood/Image
-Testimonial
16. Slice of Life (ad Showing "typical" person/people using product in normal setting.
execution style)
17. Lifestyle (ad exe- Showing how product fits with particular lifestyle.
cution style)
18. Fantasy (ad exe- Creates a fantasy around the product or its use.
cution style)
19. Mood/image (ad Build mood or image around product (e.g., beauty, love, serenity).
execution style)
20. Musical (ad exe- Shows someone singing about product.
cution style)
21. Personality sym- Character that represents the product.
bol (ad execution
style)
