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85 Cards in this Set

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Explain the role of promotion in business and marketing?
1. Inform people
2. Enhance public image
3. Persuade people that product is valuable
Identify the various types of promotion?
1. Personal selling
2. Advertising
3. Direct marketing
4. Sales promotion
5. Public relations
Distinguish between public relations and publicity.
Publicity is not advertising because it is free.
How do you write a news release?
1. Double-spaced
2. Letterhead Stationery
3. 1 1/2 in. margins
4. Typed
Describe the concept of the promotional mix.
A combination of strategies and the allocation of resources.
promotion
Persuasive communication.
product promotion
Tactic used to convince prospects to select its products or services instead of a competitor's brands.
institutional promotion
Used to create a favorable image for a business.
advertising
Form of nonpersonal promotion.
direct marketing
Type of advertising directed to a targeted group of prospects and customers rather than a mass audience.
sales promotion
All marketing activities used to stimulate purchasing and sales.
public relations
Activities that enable an organization to influence a target audience.
news release
An announcement that is sent to the appropriate media outlets.
publicity
Bringing news or newsworthy information about an organization to the public's attention.
promotional mix
A combination of strategies and a cost-effective allocation of resources.
push policy
Directs promotion to large retailers that sell its products.
pull policy
Directs promotion towards consumers.
Define sales promotion.
A sales promotion is a short-term incentive given to encourage consumers to buy a product or service. Sales promotions can be classified either as trade promotions or consumer sales promotions.
Explain the use of promotional tie-ins, trade sales promotions, and loyalty marketing programs.
Promotional tie-ins are sales promotional arrangements between one or more retailers or manufacturers. Trade sales promotions are activities that are designed to get support for a product from manufacturers, wholesalers, and retailers. Most of the promotion budget is directed at businesses, rather than consumers. Loyalty marketing programs reward customers for repeatedly patronizing a company.
sales promotions
Incentives that encourage customers to buy products or services.
trade promotions
Sales promotion activities designed to get support for a product from manufacturers, wholesalers, and retailers.
consumer promotions
Sales strategies that encourage customers and prospects to buy a product or service.
coupons
Certificates that entitle customers to cash discounts on goods and services.
premiums
Low-cost items given to consumers at a discount or for free.
incentives
Used to promote many products because they create customer excitement and increase sales.
promotional tie-ins
Known as cross-promotion and cross-selling campaigns.
Explain the concept and purpose of visual merchandising.
Visual merchandising includes all the physical elements that merchandisers use to project an image to customers. It can promote interest in a product or service, encourage purchasing, and reinforce customer satisfaction.
Identify the elements of visual merchandising.
Visual merchandising has four elements: storefront, store layout, store interior, and interior displays.
Describe types of display arrangements.
Display arrangements can be architectural displays, store decorations, open displays, closed displays, and point-of-purchase displays.
Roles of visual merchandisers on the marketing team.
Visual merchandisers must coordinate their work with advertising, direct marketing, personal selling, and sales promotion efforts by other members of the marketing team.
visual merchandising
Encompasses all of the physical elements that merchandisers use to project an image to customers.
display
The visual and artistic aspects of presenting a product to a target group of customers.
storefront
Encompasses a store's sign or logo, marquee, banners, awnings, windows, and the exterior design, ambiance, and landscaping.
marquee
An architectural canopy that extends over a store's entrance.
Store layout
Way that store uses floor space to facilitate and promote sales and serve customers.
fixtures
Permanent or movable store furnishings that hold and display merchandise.
Point-of-purchase displays
A consumer sales promotion device designed to promote impulse purchases.
kiosks
Interactive point-of-purchase displays or machines.
List the five steps in creating a display.
1. Selecting merchandise.
2. Selecting the display.
3. Choosing a setting.
4. Manipulating artistic elements.
5. Evaluating completed displays.
Explain how artistic elements function in display design.
The artistic elements of a display include line, color, shape, direction, texture, proportion, motion, and lighting. They work together to affect perception of a display.
Describe the importance of display maintenance.
Display maintenance is important because poor maintenance may create a negative image of the merchandise and the store.
color wheel
Wheel used to illustrate the relationships among colors.
complementary colors
Colors that are found opposite of another color on the color wheel and are used to create high contrast.
adjacent colors
Colors that are located next to each other in the color wheel and share the same undertones.
triadic colors
Three colors that are equally spaced on the color wheel.
focal point
An area in the display that attracts attention first, above all else.
proportion
Relationship between and among objects in a display.
formal balance
Placing large items with large items and small items with small items.
informal balance
Placing several small items with one large one.
Explain the concept and purpose of advertising in the promotional mix.
The main purpose of advertising is to present a message that encourages the customer to buy the product or service or to accept an idea.
Identify the different types of advertising media.
The different types of advertising media are print media, broadcast media, the Internet, and specialty media.
Planning and selection of media?
1. Can the medium present the product or service and the appropriate business image? 2. Can the desired customers be targeted with the medium? 3. Will the medium get the desired response rate?
promotional advertising
Type of advertising used when the goal is to increase sales.
institutional advertising
Type of advertising used to create a favorable image for a company and foster goodwill in the marketplace.
media
Agencies, means, or instruments used to convey advertising messages to the public.
print media
Advertising in newspapers, magazines, direct mail, signs, and billboards.
transit advertising
Advertising found on public transportation.
broadcast media
Advertising used on the radio and television.
online advertising
Form of advertising that uses either e-mail or the World Wide Web.
specialty media
Advertising that is relatively inexpensive, useful items featuring an advertiser's name or logo.
media planning
Process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing objective.
Identify media measurement techniques.
Media measurement looks at the number of homes or people exposed to an ad and the number of times the audience is exposed to the ad. Cost per thousand exposures (CPM) is a common tool for comparing media.
Explain techniques used to evaluate media.
Looking at circulation figures for print media and diaries and meter data for broadcast media are common techniques for evaluating media.
Summarize how media costs are determined.
Media costs vary depending on type of media, geographical location, and audience.
Explain promotional budget methods.
Four common methods of setting a promotional budget are percentage of sales, all you can afford, following the competition, and objective and task.
audience
Number of homes or people exposed to an ad.
impression
A single exposure to an advertising message.
frequency
The number of times an audience sees or hears an advertisement.
cost per thousand
The media cost of exposing 1,000 readers or viewers to an advertising impression.
How advertising campaigns are developed?
An advertising campaign coordinates a series of ads around a theme.
Explain the role of an advertising agency.
Ad agencies specialize in developing ad campaigns and crafting ads for clients.
Identify the main components of print advertisements.
Headline, copy, illustrations, and signature.
advertising campaign
A group of advertisements, commercials, and related promotional materials and activities that are designed as part of a coordinated advertising plan to meet the specific goals of a company.
advertising agencies
Independent businesses that specialize in developing ad campaigns and crafting the ads for clients.
headline
The phrase or sentence that attracts the readers' attention to a particular product or service.
copy
The selling message of a written advertisement.
illustration
The photograph, drawing, or other graphic elements used in an advertisement.
clip art
Takes the form of images, stock drawings, and photographs.
signature
The distinctive identification symbol for a business.
slogan
Catchy phrase or words that identify a product or company.
Explain the principles of preparing an ad layout.
Some basic principles are that the ad should grab attention through size, humor, or dramatic content. The best ads have a focal point and lines of force that guide the viewer to the copy through photographs and illustrations.
Advantages and disadvantages of using color in advertising.
Some advantages of using color in ads are increased readership of ad copy and cost-effectiveness. One disadvantage is the increased cost.
How typefaces and sizes add variety and emphasis to print advertisements?
Typefaces and sizes can add a distinctive look that is appropriate for the business and the target audience. Sans serif typefaces are easier to read. Ads can gain variety and emphasis by using different sizes of typefaces, italics, boldface, and combinations of capital and lowercase letters.
ad layout
A sketch that shows the general arrangement and appearance of a finished ad.
advertising proof
Shows exactly how an ad will appear in print.