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22 Cards in this Set
- Front
- Back
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What is an advertising campaign?
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An advertising strategy which is planned, organized, directed, and controlled using the advertising element in the promotion mix
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What are examples of informing?
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Tell about a new product
Demonstrate uses Inform on a price change Explain how it works Tell when avail. Explain where to purchase |
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What is a promotional campaign?
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A promotional strategy which is planned, organized, directed and controlled using multiple elements of the promotion mix
Includes image building product differentiation positioning direct response |
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What are the three forms of promotion?
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To inform
To persuade To remind |
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What is public relations and what is its purpose?
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Management of publicity
To communicate, favorable image, inform company news, new products |
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What are examples of persuading?
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Develop brand preference
Encourage brand switching Change customer's perception Close a sale |
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What are examples of reminding?
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Remind that a product may be needed soon
Remind where/when/why to buy Keep in mind during off season Reinforce brand loyalty |
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What is personal selling and what is its purpose?
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Person-to-person dialogue
To persuade Move to action Build relationship |
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What is the push strategy?
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Supplier promotes product to intermediaries to PUSH the product through distribution channel.
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What is direct marketing and what is its purpose?
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Catologs
Direct Mail Interactive media Electronic kiosks To sell, remind, build relationship, inform |
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What is a conduit metaphor?
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assuming people are perfect mindreaders
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What is advertising and what is its purpose?
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Informative or persuasive message carried by a non-personal medium
Inform Communicate Remind Sell Persuade |
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What is publicity?
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Message not paid for by sponsor
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What is pretransaction?
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Information to aid recognition and understanding
Information to create positive feeling Advertising>Personal selling |
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What is sales promotion and what is its purpose?
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Induce buyers to purchase in specific timeframe
Supplement other elements, trigger sales, reward customer, develop RR bond |
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What is encoding?
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process by which the sender translates the idea to be communicated into a message
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What are 3 types of communication media?
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Mass media
Personal media Interactive media |
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What is post-transaction?
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Reminder and reassurance
Advertising>Personal selling |
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When does noise occur?
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Sender is unsure
Message is not clearly encoded Wrong cannel Message is improperly decoded Receiver lacks experience or time |
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What is the pull strategy?
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Supplier promotes the product to ultimate consumer aiming to stimulate demand and pull the product through the channel
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What is transaction?
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Persuasion
Personal selling>Advertising |
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What is a channel?
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vehicle through which a message is sent
Magazines Radio TV |
