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Marketing ch17-19
| Question | Answer |
|---|---|
| premium | low-cost items given to consumers at a discount for free |
| institutional promotion | promotion method used to create a good image for a business, help it advocate for change, or take a stand on a trade or community issues |
| slotting allowances | cash premium paid by a manufacturer to a retailer to help the retailer cover the costs of placing the manufacturer's product on the shelves |
| push policy | manufacturer uses a mix of personal selling, advertising, and buying discounts to promote a product to large retailers that sell its products |
| advertising | non-personal promotion where companies pay to promote ideas, goods, or services in a variety of media outlets |
| product placement | an advertising technique where companies promote their products through media such as film and television |
| publicity | bringing news or information about an organization to the public's attention |
| sales promotion | incentives that encourage customers to buy products/services |
| pull policy | directs promotion towards customers |
| news release | an announcement that is sent by a business/ organization to media outlets |
| shopper | another type of local paper with little editorial information |
| media plan | process of selecting the advertising media |
| specialty media | inexpensive, useful items featuring an advertiser's name/logo that is given away |
| transit advertising | advertising found on public transportation |
| promotional advertising | advertising designed to increase sales |
| bleed | half or full page ads that is printed to the very edge of the page leaving no white border |
| trade magazine | business-to-business magazines |
| Standard Rate and Data Service | |
| billboard | posters with pre-printed sheets put up like wallpaper on a wall |
| contract rate | businesses that advertise newspapers frequently who will take up an ad space for an amount of time |
| What is a promotional mix? | A combination of strategies and a cost effective allocation of resources |
| Give 5 real life examples of the different types of promotional mixes (Personal selling, advertising, direct marketing, Public Relations, Sales Promotion) | P.S:tlk about someone personally selling you something D.M.Talk about businesses mailing you newsletters of theirs Ad.:Talk about a company promoting themselves on TV PR: Talk about store using media for better attention SP: Mention company giving cou |
| Describe advertising | A form of nonpersonal promotion where companies pay to promote ideas, goods, or services in a variety of media outlets |
| Business have the LEAST control over which type of promotion? | Public Relations/ Publicity |
| Is publicity usually expensive or inexpensive for a business? | It's free |
| What is a news release? How do you format a news release? | an announcement sent to appropriate media outlets; newsworthy developments about the company's products/services, distribution channels, facilities/operations, revenues and earning, employees and events |
| Describe sales promotion. | All marketing activities other than personal activities, advertising, and Public Relations--that are used to stimulate purchasing and sales |
| What are promotional allowances? | They represent cash payments/discounts given by manufacturers to wholesalers/retailers for performing activities to encourage sales |
| What is a loyalty marketing program? Give an example. | A frequent buyer program that rewards customers for patronizing ; Kroger has the Kroger-plus card |
| What are incentives? | product earned/ given away through contests, sweepstakes, and rebates |
| What are samples? | a free trial size of a product given by mail, door to door, or at a retail shows/trade shows |
| Describe personal selling | It requires that a company employ sales representatives who generate and maintain direct contact with prospects and customers |
| Promotional v.s. Institutional Advertising | Product Promotion convinces prospects to select its products/services instead of competitor's brands Institutional Advertising is used to create a good image for a business, help it advocate for change, or take a stand on trade/ community issues |
| Adv. and Disadv. of mewspapers | Adv.:Many people still read it, great for ads Disadv.: They have limits, since they are in black and white, ads are less visually appealing, lots of paper is wasted |
| Adv. and Disadv. of magazines | Adv.: Have longer life spans than newspapers, ads are more seen and more visually appealing, and there are larger ads Disadv.: Cost is higher, your ad must be submited weeks prior to the publication of the magazine |
| What type of print media has the shortest life? | Newspapers |
| What are important considerations when using direct mail advertising? | keep current customers aware of new products, services, and upcoming sales |
| What is broadcast media? What types of advertising is included in this category? | Media spread throughout radio and television; Television and Radio Advertising |
Created by:
sahil
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