Marketing Exam 4

Front 1

Promotion

Back 1

communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.

Front 2

Promotional Strategy

Back 2

plan for the optimal use of the elements of promotion

Front 3

What are the four elements of promotional mix?

Back 3

1. Advertising
2. Public Relations
3. Personal Selling
4. Sales promotion

Front 4

Competitive Advantage

Back 4

set of unique features that are perceived as superior to the competition

Front 5

Advertising

Back 5

impersonal, one-way mass communication about a product/organization that is paid for by a marketer

Front 6

Benefits of advertising? Drawbacks?

Back 6

can reach a large number of people, low cost per contact. However the total cost is typically very high

Front 7

Public Relations

Back 7

evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public acceptance

Front 8

publicity

Back 8

public information about a company appearing in the mass media as a news item

Front 9

Sales promotion

Back 9

marketing activities other than advertising, public relations and personal selling

Front 10

Examples of sales promotion

Back 10

free samples, contests, premiums, trade shows, giveaways, coupons

Front 11

Personal selling

Back 11

purchase situation invloving a personal, paid-for communication between two people in an attempt to influence the buyer

Front 12

Promotional strategy is closely related to what human process?

Back 12

Communication

Front 13

How does an organization convey a message to its target audience?

Back 13

By using language and symbols familiar to the intended receiver

Front 14

What might distort a company's intended message?

Back 14

Noise in the transmission channel.

Front 15

Encoding

Back 15

the conversion of the sender's ideas and thoughts into a message, usually in the form of words or signs

Front 16

Noise

Back 16

Anything that interferes with, distorts or slows down the transmission of information

Front 17

In what media are there high levels of noise?

Back 17

Media overcrowded with advertisers such as newspapers and television

Front 18

Decoding

Back 18

the interpretation of the language and symbols sent by the source through a channel

Front 19

feedback

Back 19

the receiver's response to a message

Front 20

How do companies measure feedback when they use mass communication?

Back 20

market research or analysis of viewer responses for indirect feedback.

Front 21

What is the goal of promotion?

Back 21

to modify behavior and thoughts in some way.

Front 22

What are the three tasks of promotion

Back 22

Informing, persuading and reminding

Front 23

Informative promotion? Examples?

Back 23

seeks to convert an existing need into a want or to stimulate interest in a new product. For example, Apple commercials showing the new features of the iPad

Front 24

Persuasive promotion?

Back 24

Is designed to stimulate a purchase or an action

Front 25

AIDA concept

Back 25

attention, interest, desire and action

Front 26

push strategy

Back 26

a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler/retailer to carry and sell merchandise

Front 27

examples of push strategies

Back 27

pharmaceutical companies generally use push strategy to promote their drugs and therapies to physicians.

Front 28

Pull strategy

Back 28

A marketing strategy that stimulates consumer demand to obtain product distribution

Front 29

Integrated marketing communications (IMC)

Back 29

the careful coordination of all promotional messages for a product to assure the consistency of messages at every point of contact between company and consumer.

Front 30

examples of IMC

Back 30

the movie expendables carried the same them of hard-core, 80's style action movie in all of its advertising

Front 31

advertising response function

Back 31

a phenomenon in which spending for advertising and sales promotion increases sales up to a certain level but then produces diminishing returns

Front 32

What is the difference between institutional advertising and product advertising?

Back 32

Institutional advertising is used to build up image of company as whole, product advertising is just for a specific good or service.

Front 33

What is advocacy advertising?

Back 33

A form of institutional advertising in which an organization expresses its views on controversial issues or responds to media attacks.

Front 34

What is pioneering advertising?

Back 34

It is intended to stimulate primary demand for a new product

Front 35

What is competitive advertising?

Back 35

A form of advertising that compares two or more specifically named brands, such as pepsi vs. coke

Front 36

What is comparative advertising?

Back 36

When companies compare themselves to other brands in their advertising

Front 37

What is competitive advertising?

Back 37

When companies influence demand just for their specific brand, rather than the product category as a whole

Front 38

DAGMAR approach

Back 38

Defining Advertising Goals for Measured Advertising Results.

Front 39

advertising appeal

Back 39

identifies a reason for a person to buy a product

Front 40

Unique selling proposition

Back 40

A desirable, exclusive and believable advertising appeal selected as the theme for a campaign

Front 41

medium

Back 41

the channel used to convey a message to a target market

Front 42

What is media planning and what does it allow?

Back 42

the series of decisions advertisers make regarding the selection and use of media. It allows the marketer to optimally communicate the message to the target audience

Front 43

Advantages and disadvantages of newspaper advertising?

Back 43

advantages include geographic flexibility and timeliness but disadvantages are there are alot of distractions in a newspaper

Front 44

What is cooperative advertising?

Back 44

The manufacturer and retailer split the costs of advertising the manufacturer's brand.

Front 45

Advantages and disadvantages of magazine advertising?

Back 45

Cost per contact is high but it is easy for advertisers to hit their target market.

Front 46

advergaming

Back 46

placing advertising messages in Web-based or video games to advertise a product

Front 47

What four factors go into media mix decisions?

Back 47

cost per contact, reach, frequency, audience selectivity

Front 48

Reach

Back 48

the number of target consumers who are exposed to during a specific period

Front 49

Frequency

Back 49

number of times an individual is exposed to a given message during a specific period

Front 50

audience selectivity

Back 50

A medium's ability to reach a precisely defined market.designation of the media, the specific publications and rthe in

Front 51

What is a Media schedule?

Back 51

designation of the media, the specific publications and the insertion dates of advertising

Front 52

What is a Continuous media schedule and who is it used by?

Back 52

a media scheduling strategy in which advertising is run steadily throughout advertising period.

Front 53

flighted media schedule

Back 53

the advertiser may schedule the ads heavily at time to achieve a greater impact.

Front 54

pulsing media schedule

Back 54

combines continuous scheduling with flighted scheduling

Front 55

Seasonal media strategy

Back 55

a media scheduling strategy that runs advertising only during times of the year when the product is likely to be used