Promotional Strategy Exam 4 Definition

Front 1

________:Communications attempting to derive a certain perception about the firm which is ultimately to be determined by the court of public opinion

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Public Relations

Front 2

_____: Communications generated by the consumers to consumers about the firm which the firm has no say over

Back 2

Word of Mouth

Front 3

_________:Is the organizational activity involved with fostering goodwill between a firm and all of its various publics

Back 3

General Public Relations

Front 4

__________:Involves an organization's interactions with actual or prospective customers
-preforms an increasingly important marcom function for both B2C and B2B firms

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Marketing Public Relations

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_______: Is the tool for communicating a brand's merits

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Proactive MPR

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________: is the conduct of public relations in response to outside influences

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Reactive MPR

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_______:form of proactive MPR
-Announces new products and provides relevant information, features and benefits

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Product Releases

Front 8

________:form of proactive MPR
-Quotes CEO's and other corporate executives
-published in news section

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Executive Statement (News) releases

Front 9

_______: form of proactive MPR
- detailed description of products or other newsworthy programs
-written for immediate publications or airing
-inexpensive

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Feature Releases

Front 10

______:addresses factors in a product's defects and failures
-provides responses to unanticipated market events

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Reactive MPR

Front 11

____:provides quick and positive responses to negative publicity to reassure consumers and lessen the damage following negative publicity

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Crisis Management

Front 12

______:are articles of merchandise or services offered as a gift to indulge action by consumers, retailers and the sales force
-generate trail purchases
-encourage repeat purchasing
-reinforce brand images

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Premiums

Front 13

______:Type of premium. immediate reward to consumers primarily designed to generate trail purchases

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Free-With-purchase Premiums

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________:Type of Premium. delayed reward to consumers primarily designed to generate trail purchases
-few consumers take advantage

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Mail-In Offers

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__________: Type of Premium. Offer a free item of immediate value inside or attached. Provide the retail trade w/ premium item that retailers then give to consumers
-are less expensive due to additional packaging

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In-, On-, and Near- Pack Premiums

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_______:Type of Premium. Represents an immediate reward to consumers, and for manufacturers.
-reward a brand's loyal customers or encourages trial from purchasers of competitive brands who are willing to switch in order to save money

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Buy X, Get 1 free

Front 17

__________:Type of Premium. Consumer mails in proof-of-purchase with sufficient money to receive the premium item.
-Premium should be appealing and represent value

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Self Liquidating

Front 18

________:Type of Premium. Repeat- purchasing objective. Delayed Reward. Present amount of calling time

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Phone Cards

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_______: are extra quantities of a product that are offered for the same price
-will be purchased by regular customers who would have purchased the brand anyway

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Bonus Packs

Front 20

______:Provide an Instant Reward. Create excitement, stimulate brand interest and reinforce brand loyalty

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Promotional Games

Front 21

_______:refers to the practice in which manufacturers give cash discounts or reimbursements to consumers who submit proofs of purchases
-delayed rewards

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Rebate

Front 22

______: A promotion in which winners are determined purely on the basis of chance- proofs of purchase cannot be required as a condition for entry
-relatively inexpensive/ simple to execute

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Sweepstakes

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_______: A promotion in which participants must act according to the rules of the contest and may or may not be required to submit proofs-of-purchase

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Contests

Front 24

_________:Reward consumers' repeat purchasing behavior
-loyalty programs
-point programs

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Continuity Promotions

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__________: is the simultaneous promotion of multiple brands in a single intracompany or intercompany (joint) promotional effort

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Tie-in (group) Promotion

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_______: is the simultaneous use of multiple promotion tools to promote a brand or to promote brands cooperatively from different firms

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Overlay (Combination) Program

Front 27

__________: Accomplishes goals that advertising by itself cannot do. It induces consumers to buy now rather than later, it encourages the buying of one brand rather than a competitor ANd it encourages consumers to buy MOre and MORE frequently

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Promotions

Front 28

_______:Any method used to deliver and actual-or trail-sized product to consumers

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Sampling

Front 29

________:Type of sampling. Mailed directly to households targeted by demographic characteristics or geodemographics

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Direct Mail

Front 30

________:Type of Sampling. samples included in this represent cost-efficient forms of sampling for reaching a mass audience

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Newspaper and magazine

Front 31

___________:Type of Sampling. Allows considerable targeting and has advantages of lower cost and short lead times between a sampling request and when the samples are delivered

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Door-to-Door Distribution

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____________:Type of Sampling. uses the package of another product to serve as the sample carrier

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On-or In-Pack Sampling

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________:shopping center, movie theaters, airports and special events offer valuable forums for sample distribution

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High-Traffic locations

Front 34

________:Provide samples in grocery stores and other retail outlets for trail while customers are shopping

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In-Store Sampling

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_______:Choosing unique locations for sampling products appropriate for people at certain stages of life, referred to as change-point sampling

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Sampling at Unique Venues

Front 36

__________:Distributing samples online through the services of companies that specialize in online sample delivery

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Internet Sampling

Front 37

________: A promotional device that rewards consumers for purchasing the coupon-offering brand by providing cents-off savings

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Coupon