Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
19 Cards in this Set
- Front
- Back
|
AIDA Model (think, feel, do model) |
series of mental stages of a consumer as a result of marketing communications -Attention>Interest>Desire> Action |
|
|
Attentions - names the 2 important brand awareness metrics |
Aided Recall: recognize brand when name presented Top-Of-Mind: prominent place in memories that triggers without any thought |
|
|
What transition in consumer thoughts needs to happen in the Desire step of the AIDA model? |
I like it > I want it |
|
|
What is the lagged effect? |
A delayed consumer response to marketing campaign which make it extremely hard to measure effectiveness of campaign. |
|
|
List and Describe the 3 objectives of Advertising and when used ? |
1) Informative Advertising: build brand awareness with goal of moving consumer through buying process -early stages of PLC 2) Persuasive Advertising: comm used to motivate consumers to take action -Growth and Early maturity stages of PLC 3) Reminder Advertising: remind consumers of products or prompt repurchases -Late Maturity stage of PLC |
|
|
List and describe the 2 advertising focuses |
1) Product Focus: -inform, persuade remind about products and services 2)Institutional Focus: -inform, persuade, remind about issues related to places, politics an industry or particular corporation -Ex; Got milk - product category |
|
|
Competition Bureau Canada the Competition Act 1986 |
Enforces federal law that ensure businesses in Canada operate in a fair and equitable manner -misleading ads and deceptive marketing |
|
|
Canada Radio-Television and Telecommunications Commission 1968 (CRTC) |
-enforces restrictions on broadcasting material -Specific categories too -Ex; alcohol -must approve before airing |
|
|
Health Canada Food and Drug Act 1954 |
-regulates food, drugs, cosmetics and medical services -standards and sanitation of products -labelling fooding and nutrition content as well as health claims |
|
|
Advertising Standards Canada 1957 |
-monitors voluntary advertising industry codes. -broadcast codes for children and gender portrayal guidelines |
|
|
Main Difference between advertising in Canada vs. Europe? |
Puffery: legal exaggeration of praise, stopping short just of deception -Canadian: capable of evaluating claims -European: puffery = deception |
|
|
Name the Trade Channel Sales Promotions: retailers - manufacturers |
-Discounts and allowances -Co-operative Advertising -Sales Force Training |
|
|
New forms of Sales Promotion: retailer- manufacturers |
-Cross- promoting - 2 firms working together -Pop-Up Stores - temporary |
|
|
Why are sales careers satisfying |
1) Lifestyle (work-life balance, money) 2) Variety of jobs 3)Lucrative career 4)Visible to management |
|
|
Name the steps in the personal selling process: |
1) Generate and Qualify Leads 2) Pre-approach 3) Sales presentation and overcoming objections 4) Closing the sale 5) Follow up |
|
|
What are some methods for generating qualified leads? |
1) Trade shows: 2) Cold Calls: 3) Telemarketing: |
|
|
What happens in the Pre-approach step to personal selling? |
-occurs prior to meeting -sales person conducts additional research and develops plans for meeting with the customer |
|
|
What does the sales presentation and overcoming objections stage offer? |
Presentation: creates interest, get to know and gets attention -solve or satisfy needs Handling objectives: -usually relate to value -need to be able to anticipate |
|
|
What 5 factors does the follow up stages entail: |
1) Reliability - deliver right product on time 2) Responsiveness -deal quickly with issues 3) Assurance -adequate guarantees on performance 4) Empathy - Sales person must have good understanding of problems and issues faced to better serve them. 5) Tangibles - reflect physical characteristics of sellers business. Ex; website, delivery materials, marketing communication |
