Save
Busy. Please wait.
Log in with Clever
or
show password
Forgot Password?
Don't have an account?  Sign up 
Sign up using Clever
or
Username is available taken
show password


Make sure to remember your password. If you forget it there is no way for StudyStack to send you a reset link. You would need to create a new account. Your email address is only used to allow you to reset your password. See our Privacy Policy and Terms of Service.

Already a StudyStack user? Log In

Reset Password
Enter the associated with your account, and we'll email you a link to reset your password.
focusNode
Didn't know it?
click below
 
Knew it?
click below
Don't Know
Remaining cards (0)
Know
0:00
edit
Embed Code - If you would like this activity on your web page, copy the script below and paste it into your web page.

  Normal Size     Small Size show me how

Marketing FINAL

Ch. 18

TermDefinition
Purpose of Promotions Inform; Create awareness Persuade; Through proof + testimony Connect; Create relationships w/ customers Remind; Maintain awareness
Informing Early in the product cycle because you need to show how the product works + image enhancement Ex: Oral B Toothbrush Ad
Persuading To encourage people to switch brands or change customers perceptions of product attributes; Use emotional appeals and persuade customers buy immediately Ex: Sabra Hummus Ad
Connecting Form relationships through social media, loyalty programs, brand advocates, apps, etc Ex: Sephora Beauty Insider
Reminding Mature products; remind customers that product is needed and where to buy → little nudge to keep brand in evoked set Ex: Pen Thief (Coworker Collection) from Staples
Ethical Concerns of Promotions - Deceptive? - Increase Prices? - Create Needs? - Encourage Materialism? - What should and shouldn't be advertised?
Institutional Advertising Enhances company’s image rather than touting a specific product
Advertising Paid, controlled communication From an identified sponsor, manufacturer, retailer, or org Through a variety of media channels (Tiktok, Facebook, etc.)
Advertising Strategy - Advertise when product is relevant + right time period - Dispersion challenging for mass appeal products - Helpful to niche products
Advertising Creativity Informational or emotional Sell the solutions or benefits Creative content means selling the benefits sought What’s in it for me --> Sell product’s benefits, not its attributes
Product Advertising Touts benefits of existing product
Product Placement Placing a product within a media to promote it but needs to align with brand values + identity; make sure its represented well!
Sponsorships Ex: sports! —> naming the venue, giving money to teams, etc. → spreads the brand name, associated w/ winners, generates happiness
Advertising Appeals Informational or Emotional
Informational Appeal - What are the benefits provided? - What is the price? How affordable is it? - Is it environmentally friendly? - Is it convenient?
Emotional Appeal - Top emotion; fear - Humor; make sure brand is tied to humor - Status / Luxury/ Affluence - Love / Sex - Nostalgia
What does PR mean? Public Relations but also Performance Recognized NOT bs or spindoctoring
PR - Create programs + communication for multiple stakeholders about areas of interest of the organization / product - Purpose is to build a positive public image
Internal and External PR - Evaluates public attitude of key stakeholders - Identifies issues of public concerns - Executes programs to gain public acceptance
Owned and Earned Digital Media Owned; social media accounts Earned; what people post about you
Consumer Sales Promotion (Pull Strategy) Sales Coupons + Rebates Premiums Loyalty Programs Contests and Sweepstakes Sampling Methods Point of purchase
Challenges w/ CRM - Expensive to offer - Intensive to manage - Hard to Change --> people will get mad if you stop - Does it impact loyalty? - Easily Copied
Created by: Zetiris
Popular Marketing sets

 

 



Voices

Use these flashcards to help memorize information. Look at the large card and try to recall what is on the other side. Then click the card to flip it. If you knew the answer, click the green Know box. Otherwise, click the red Don't know box.

When you've placed seven or more cards in the Don't know box, click "retry" to try those cards again.

If you've accidentally put the card in the wrong box, just click on the card to take it out of the box.

You can also use your keyboard to move the cards as follows:

If you are logged in to your account, this website will remember which cards you know and don't know so that they are in the same box the next time you log in.

When you need a break, try one of the other activities listed below the flashcards like Matching, Snowman, or Hungry Bug. Although it may feel like you're playing a game, your brain is still making more connections with the information to help you out.

To see how well you know the information, try the Quiz or Test activity.

Pass complete!
"Know" box contains:
Time elapsed:
Retries:
restart all cards