Marketing Chap. 17-20

Front 1

Explain the role of promotion in business and marketing?

Back 1

1. Inform people
2. Enhance public image
3. Persuade people that product is valuable

Front 2

Identify the various types of promotion?

Back 2

1. Personal selling
2. Advertising
3. Direct marketing
4. Sales promotion
5. Public relations

Front 3

Distinguish between public relations and publicity.

Back 3

Publicity is not advertising because it is free.

Front 4

How do you write a news release?

Back 4

1. Double-spaced
2. Letterhead Stationery
3. 1 1/2 in. margins
4. Typed

Front 5

Describe the concept of the promotional mix.

Back 5

A combination of strategies and the allocation of resources.

Front 6

promotion

Back 6

Persuasive communication.

Front 7

product promotion

Back 7

Tactic used to convince prospects to select its products or services instead of a competitor's brands.

Front 8

institutional promotion

Back 8

Used to create a favorable image for a business.

Front 9

advertising

Back 9

Form of nonpersonal promotion.

Front 10

direct marketing

Back 10

Type of advertising directed to a targeted group of prospects and customers rather than a mass audience.

Front 11

sales promotion

Back 11

All marketing activities used to stimulate purchasing and sales.

Front 12

public relations

Back 12

Activities that enable an organization to influence a target audience.

Front 13

news release

Back 13

An announcement that is sent to the appropriate media outlets.

Front 14

publicity

Back 14

Bringing news or newsworthy information about an organization to the public's attention.

Front 15

promotional mix

Back 15

A combination of strategies and a cost-effective allocation of resources.

Front 16

push policy

Back 16

Directs promotion to large retailers that sell its products.

Front 17

pull policy

Back 17

Directs promotion towards consumers.

Front 18

Define sales promotion.

Back 18

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.

Front 19

Explain the use of promotional tie-ins, trade sales promotions, and loyalty marketing programs.

Back 19

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.

Front 20

sales promotions

Back 20

Incentives that encourage customers to buy products or services.

Front 21

trade promotions

Back 21

Sales promotion activities designed to get support for a product from manufacturers, wholesalers, and retailers.

Front 22

consumer promotions

Back 22

Sales strategies that encourage customers and prospects to buy a product or service.

Front 23

coupons

Back 23

Certificates that entitle customers to cash discounts on goods and services.

Front 24

premiums

Back 24

Low-cost items given to consumers at a discount or for free.

Front 25

incentives

Back 25

Used to promote many products because they create customer excitement and increase sales.

Front 26

promotional tie-ins

Back 26

Known as cross-promotion and cross-selling campaigns.

Front 27

Explain the concept and purpose of visual merchandising.

Back 27

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.

Front 28

Identify the elements of visual merchandising.

Back 28

Visual merchandising has four elements: storefront, store layout, store interior, and interior displays.

Front 29

Describe types of display arrangements.

Back 29

Display arrangements can be architectural displays, store decorations, open displays, closed displays, and point-of-purchase displays.

Front 30

Roles of visual merchandisers on the marketing team.

Back 30

Visual merchandisers must coordinate their work with advertising, direct marketing, personal selling, and sales promotion efforts by other members of the marketing team.

Front 31

visual merchandising

Back 31

Encompasses all of the physical elements that merchandisers use to project an image to customers.

Front 32

display

Back 32

The visual and artistic aspects of presenting a product to a target group of customers.

Front 33

storefront

Back 33

Encompasses a store's sign or logo, marquee, banners, awnings, windows, and the exterior design, ambiance, and landscaping.

Front 34

marquee

Back 34

An architectural canopy that extends over a store's entrance.

Front 35

Store layout

Back 35

Way that store uses floor space to facilitate and promote sales and serve customers.

Front 36

fixtures

Back 36

Permanent or movable store furnishings that hold and display merchandise.

Front 37

Point-of-purchase displays

Back 37

A consumer sales promotion device designed to promote impulse purchases.

Front 38

kiosks

Back 38

Interactive point-of-purchase displays or machines.

Front 39

List the five steps in creating a display.

Back 39

1. Selecting merchandise.
2. Selecting the display.
3. Choosing a setting.
4. Manipulating artistic elements.
5. Evaluating completed displays.

Front 40

Explain how artistic elements function in display design.

Back 40

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.

Front 41

Describe the importance of display maintenance.

Back 41

Display maintenance is important because poor maintenance may create a negative image of the merchandise and the store.

Front 42

color wheel

Back 42

Wheel used to illustrate the relationships among colors.

Front 43

complementary colors

Back 43

Colors that are found opposite of another color on the color wheel and are used to create high contrast.

Front 44

adjacent colors

Back 44

Colors that are located next to each other in the color wheel and share the same undertones.

Front 45

triadic colors

Back 45

Three colors that are equally spaced on the color wheel.

Front 46

focal point

Back 46

An area in the display that attracts attention first, above all else.

Front 47

proportion

Back 47

Relationship between and among objects in a display.

Front 48

formal balance

Back 48

Placing large items with large items and small items with small items.

Front 49

informal balance

Back 49

Placing several small items with one large one.

Front 50

Explain the concept and purpose of advertising in the promotional mix.

Back 50

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.

Front 51

Identify the different types of advertising media.

Back 51

The different types of advertising media are print media, broadcast media, the Internet, and specialty media.

Front 52

Planning and selection of media?

Back 52

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?

Front 53

promotional advertising

Back 53

Type of advertising used when the goal is to increase sales.

Front 54

institutional advertising

Back 54

Type of advertising used to create a favorable image for a company and foster goodwill in the marketplace.

Front 55

media

Back 55

Agencies, means, or instruments used to convey advertising messages to the public.

Front 56

print media

Back 56

Advertising in newspapers, magazines, direct mail, signs, and billboards.

Front 57

transit advertising

Back 57

Advertising found on public transportation.

Front 58

broadcast media

Back 58

Advertising used on the radio and television.

Front 59

online advertising

Back 59

Form of advertising that uses either e-mail or the World Wide Web.

Front 60

specialty media

Back 60

Advertising that is relatively inexpensive, useful items featuring an advertiser's name or logo.

Front 61

media planning

Back 61

Process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing objective.

Front 62

Identify media measurement techniques.

Back 62

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.

Front 63

Explain techniques used to evaluate media.

Back 63

Looking at circulation figures for print media and diaries and meter data for broadcast media are common techniques for evaluating media.

Front 64

Summarize how media costs are determined.

Back 64

Media costs vary depending on type of media, geographical location, and audience.

Front 65

Explain promotional budget methods.

Back 65

Four common methods of setting a promotional budget are percentage of sales, all you can afford, following the competition, and objective and task.

Front 66

audience

Back 66

Number of homes or people exposed to an ad.

Front 67

impression

Back 67

A single exposure to an advertising message.

Front 68

frequency

Back 68

The number of times an audience sees or hears an advertisement.

Front 69

cost per thousand

Back 69

The media cost of exposing 1,000 readers or viewers to an advertising impression.

Front 70

How advertising campaigns are developed?

Back 70

An advertising campaign coordinates a series of ads around a theme.

Front 71

Explain the role of an advertising agency.

Back 71

Ad agencies specialize in developing ad campaigns and crafting ads for clients.

Front 72

Identify the main components of print advertisements.

Back 72

Headline, copy, illustrations, and signature.

Front 73

advertising campaign

Back 73

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.

Front 74

advertising agencies

Back 74

Independent businesses that specialize in developing ad campaigns and crafting the ads for clients.

Front 75

headline

Back 75

The phrase or sentence that attracts the readers' attention to a particular product or service.

Front 76

copy

Back 76

The selling message of a written advertisement.

Front 77

illustration

Back 77

The photograph, drawing, or other graphic elements used in an advertisement.

Front 78

clip art

Back 78

Takes the form of images, stock drawings, and photographs.

Front 79

signature

Back 79

The distinctive identification symbol for a business.

Front 80

slogan

Back 80

Catchy phrase or words that identify a product or company.

Front 81

Explain the principles of preparing an ad layout.

Back 81

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.

Front 82

Advantages and disadvantages of using color in advertising.

Back 82

Some advantages of using color in ads are increased readership of ad copy and cost-effectiveness. One disadvantage is the increased cost.

Front 83

How typefaces and sizes add variety and emphasis to print advertisements?

Back 83

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.

Front 84

ad layout

Back 84

A sketch that shows the general arrangement and appearance of a finished ad.

Front 85

advertising proof

Back 85

Shows exactly how an ad will appear in print.