PPAI CAS Exam Study Prep
Explain how the promotional products industry came to be
1789 Washington's commemorative buttons, 1800's calendars and wood items, imprinted horse covers and book bags
Summarize the creation and beginnings of PPAI as an organization
1904 the advertising manufacturer's association began with 12 members, 1912 promo products recognized as a media by advertising federation of America, 1914 first trade show with 32 exhibitors, 1920 advertising specialty association, 1931 advertising specialty national association, 1953 advertising specialty guild, Specialty advertising association, Promotional products association international, 1961 executive development seminars, 1983 first CAS/Mas curriculum, 1999 first CAS exam
ID the promo products industry annual sales volume
2014 industry sales $20 billion in sales with 11k member companies
Define regional associations and interpret their part in the promotional products industry
27 regional associations: have their own trade shows and professional development events. Regional Affiliate Counsel is made up of all the regional associations
List requirements for all PPAI industry certs CAS Certification
3 years promo products industry experience, current upic, currently serving in promo products industry, 15 required CAS courses completed, 60 elective credits from CAS or MAS, pass CAS exam. Valid for 3 years. Recert need 25 more CAS/MAS credits in three years and submit a recert. app.
Explain the various forms of advertising and the audiences they reach and attract: magazine
4 color, targeted audience, can communicate details, frequency you can control, it can be passed along
List requirements for all PPAI industry cert MAS Certification
5 years in promo products industry experience, current upic and promo industry position, possess a CAS cert, complete 100 MAS level edu credits, minimum of 1 industry service credit, pass the MAS exam. Valid for three years. Recert need 25 additional MAS credits within 3 years and submit a recert app.
List requirements for all PPAI industry cert MAS+ Certification
7 years promo prod industry experience, current upic, current promo product company, pass the MAS exam, earn a minimum of 225 edu points, 50 pts in the last 5 years, up to 15 industry service points, submit a detailed work product. Doesn't expire.
Explain the various forms of advertising and the audiences they reach and attract: radio
:30 or :60 ads, fragmented, target audience drivers, office workers, distraction satellite radio, affiliation with genre, host, community
Define multiline rep
A salesperson who calls on promotional consultants/distributors on behalf of a number of suppliers. Works for a single supplier and helps them sell products in a territory
Explain why promo products work according to PPAI research
Able to engage all 5 senses, Useful products, Appreciated by the recipients, Retained by the recipients, Repeatedly displaying the clients message at no additional cost/impression
Define what CPI (cost per impression) or CPM (Cost per thousand) means in advertising
Advertising media is generally priced by the cost per thousand impressions: example: website has a CPM rate of $25 and advertisers guarantees 600,000 impressions will change $15,000 ($25 x 600) for those ad banners.
Explain the importance of marketing yourself
Become a marketer of yourself, company, and clients.Create your own business plan. Know what you stand for. Know how you are different.
Id integrated marketing communication and explain its importance in the promo products industry
Bigger picture for your clients: build and maintain long term relationships with all relevant stakeholders, speak with the same voice internally and externally/consistent messaging through different media
List top 8 uses of promo products
Brand awareness, Business gift, Trade show, Employee relations, Dealer/distributor program, New customer, Employee service awards
Id current issues facing the promo products industry: prop 65, safety recalls, pharmaceutical legislation
CA prop 65: requires the state to publish a list of chemicals known to cause cancer or birth defects and the products shipped to/used in CAS must disclose that on the product. Safety recalls per the CPSA guidelines Pharma legislation: limit the influence of gifts from pharma to physicians.
ID and define the different types of marketing:
Cause: cause related marketing or cause marketing ex Breast Cancer Awareness Month
Id at least 5 personal ethics: work together fairly, don't undermine others input or ideas
Cooperation Emotional well being Empathy Creativity freedom
Id the components of a marketing plan
Create a senses of urgency. Ask for interaction, engagement, response. Consistent message, personality, colors, fonts/styles, languages, authenticity
Define and discuss distributor/ supplier best practices specific to communications relating to: order processing, customer focus, customer service, policies, marketing, and problem solving
Distributors> a responsive and accessible, follow up on contract details> use supplier catalogs and websites> never stop learning/new techniques and products> creating winning negotiations. Suppliers> are customer centric focus> they need to teach the distributor how to communicate about the product> need written confirmations> be clear about charges and policies> work on problem solving> and are service base focused.
Define and discuss supplier/distributor best practices specific to artwork and imprinting relating to knowledge of art creation, processes, electronic art and imprinting dynamics
Distributors> are creating electronic artwork> need to send complete details and pantone matching system if possible to be accurate> make sure to get a hard copy art> review proofs carefully> communicate if there are issues. Suppliers> be clear about art requirements> make sure to send official confirmations with communications.
Define and discuss supplier/distributor best practice specific to technology related to sales and marketing, communications, business management, and the internet
Distributors> need communications with top suppliers> have a clear website> and streamlined apps for end users Suppliers> have the inventory online> have an effective and relevant web presence> and streamline your mobile apps for the distributors.
Define and discuss supplier/distributor best practice specific to sales and marketing relations to training, events (sales meetings and trade shows) tools, end users and communications
Distributors> use the supplier marketing tools> communicate with your sales team> support each other at trade shows. Suppliers> need to product end user friendly tools for the distributors to reference> they customize based on the requests> date everything so it has a timeline of proofs> use case histories end users love data> keep a digital image library
Define and discuss supplier/distributor best practices specific to finance relating to: payment terms, credit, invoicing, and cash flow
Distributors> your credit rating is listed on the upic> need excellent at cash flow depending on production and client payment> pay the supplier invoices on time> resolve credit issues. Suppliers> view industry credit firms> be timeline about invoicing> and be good about cash flow.
Discuss the various roles of distributors in terms of position, workflow, value, focus, and governance
Distributors>are the middle person> the workflow is through a sales channel> leading value is creativity> focus on partnerships> governed by clients' needs
ID the top 10 buyers of promo products
Education, Financial, Not-for-profit, Healthcare, Construction, Trade and professional associations, Real estate, Government, Client gifts, Restaurants/bars
Discuss key points of what makes a successful advertisement
Frequency, reach, targeted, and cost per thousand impressions.
Description or presentation of a product, idea, organization, in order to induce individuals to buy, support, or approve it.
Frequency, reach, targeted, cost per thousand impressions.
Define the 4 Fs of ethics:
Friendly Fair Frank firm
Discuss the importance of ethical standards
Good reputation so everyone relies on what you say - easier to defend if issues. Strengthens your workplace culture. Atmosphere of trust. Minimizes negative repercussions Increases self esteem
Develop an elevator speaker utilizing the core concepts of what promo products do
I help my clients business grow by gaining more customers for them.
Explain the process of branding within marketing and advertising
Identify who are you, really? Plan. Implement and live your brand.Assess your brand evolves adjust accordingly. Discover lessons learned
breach of contract
If you are in breach you could be charged monetary payment and/or specific performance - can still be required to produce it.
Id questions to determine if your actions are ethical
Is this the truth? Is this fair to all who are concerned? Will this build good will and better relationships
Describe the industry trend toward developing promotional product solutions
It's not just about selling stuff - its about finding the right integrated marketing plan
Id how to market to end buyers
Make a business plan and marketing plan to achieve that. Define your vision and your mission. Choose your niche. Learn to say no. Create value.
Define the term marketing
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
List types of intellectual property: trade secrets, trademarks, government and certification marks, copyrights- idea/website/tangible medium
Must obtain written approval Must search before creating a new mark Only able to be used within the guidelines Won't be able to inforce patents outside the US
Discover how to create maintain a good marketing database (renting/buying/keeping it up to date)
Needs to have current and former clients. Contacts who had moved. Opt in and requests for info. Referrals, champions, influences, media. Social networks, Special offers or contents, End user shows
ID and define the different types of marketing:
Niche: refers to finding a segment of the general market for a service or product line. One then develops a solution for the needs of that segment and then markets it to get the word out. Industry: healthcare or financial An activity: hobby, interest like golf/travel A segment such as safety, wellness, engagement, recruiting Product category, awards, apparel, premiums /incentives, writing instruments A buyer group: admins, procurement, c-level, age, gender
List the 4 basics standards of business ethics in the promo products industry
Offer the highest quality products - overseas or us made item, give the customer the products that also comply with all regulations. Ensure satisfaction of vendors - all expectations are clear Be accountable and transparent to your employees with good communications
Compare the 4 types of distributor sales people
Order takers, Order getters, Order makers, Promotional consultants
Id at least three industry publications
PPB, Promotional consultant, PPB newslink, PPB Consultant today e-magazine
Discuss the value of product safety awareness and responsibilities within the promo products industry.
PSA helps differentiate from competition, helps education the end buyers, and helps protect the company and industry from noncompliance issues.
List component generally included on all promotional products order forms
Quantity, Product number, Description, Price, Set up charges, Logo file in proper format, Logo location, pantone match system colors if applicable, Delivery address, Your contact info
Compare and contrast marketing and sales
Selling is one activity of the overall marketing process. Marketing support sales efforts.Oftentimes, marketing must occur before a sale can be made.Selling is after the item is made.
Id how to successfully work a trade show
Set and communicate specific show objectives to staff and reps, Plan your work/work your plan, Image is everything, Its quality not quantity in the booth
ID and define the different types of marketing:
Strategic: marketing based on focused overarching objective such as leader, challenger, differentiation of product, price positioning, pioneer, efficiency/innovation, specialized knowledge of a discipline, industry, or tactic
Define the role of product media in today's industry
Substrates - textiles: more sustainable products like bamboo, technical fabrics, recycled materials. Imprinting methods: laser on fleece, applique, four color process printing
Id the supply chain and how promotional products go to market
Supplier: makes buys the item and adds the logo>supplier rep contracts promotional consultants (distributors or multi line rep)> distributor buys the logoed item from supplier>end buyer buys the logoed item from distributor/promo consultant
ID the position of suppliers and distributors in the industry's supply chain
Suppliers >multiline rep> distributors> end buyers
Discuss the various roles of suppliers in terms of position, workflow, value, focus, and governance
Suppliers> are the beginning manufacturer> workflow is production environment> leading value is DPI> focused on time and logistics> governed by due dates.
Define and describe the term advertising
The action of calling something to the attention of the public especially by paid announcements.
Define the term market research
The action or activity of gathering information about consumers' needs and preferences.
Define supplier and promotional consultant and id their relationship with the marketplace
The promotional consultant creates strategies to accomplish their end buyers/clients objectives. The supplier/promotional consultant often exchange ideas for the products.The promotional consultant/distributor buys the product from the supplier and sells to the end buyer for their marketing campaign/objective. Advice: distributor pay the supplier the agreed price on time and go to solution mode vs complaint mode if there is a mistake.
Discuss copyright protection
The reproduction of copyrighted work, distribution, public performance or display of the work. US Patent Pending - is valid for 1 year. If caught its $50 per item fee.
Explain the common reasons for exhibiting at a trade show
They provide face time/relationship building, Allow direct comparison, Temporary market organized to promote trade, where buyers and sellers gather to transact business. generate sales and sales leads, enhance image and visibility, reach a specific audience, establish a presence in the marketplace, personally meet customers, competitors, and suppliers, introduce new products or services, recruiting reps, distributors, partners, educate or demonstrate
Id the direct marketing associations (DMA) and its role in the promotional product industry
They provide relevant data for the industry.
Explain the term co-op advertising
To sell to the local level: get the retailer to ask for permission from the manufacturer. Find out how many retail co-op dollars are available. Find out imprint, logo, and performance rules that the manufacturer requires. Make sure the benefits to the sponsor are clearly stated. Make sure your client understands the financial liability to you
List the top 10 applications for the promotion products industry
Wearables, Writing instruments, Drinkware, Bags, Computer products, Desk/office/business, Recognition awards, Calendars, Electronic devices, textiles
Explain the steps for ethical decision making
Write down the ethical dilemma List the facts that bear most on the decision Id stakeholders that decision effects Brainstorm 10 courses of action select which is best for you and all of your stake holders What is your gut reaction when you think through each of them? Talk with others Set the problem aside and revisit
Explain the various forms of advertising and the audiences they reach and attract: outdoor
all about the location, short attention span, directional for attractions, audience commuters, travelers, locals.
Define a promotional product:
an item with a logo on it
Explain the various forms of advertising and the audiences they reach and attract: internet
banner ads, pay per click, good for websites, videos, behavioral, utilizing email.
List 6 supplier/distributor joint best practices
code of ethics, error responsibility, training, respect, product safety, legislative affairs and social media
ID and define the different types of marketing: loyalty:
company product service> awareness> image> distribution> trial> performance> repeat> value> trust> loyalty
Id the relationship of promotional products within other marketing media: radio
create a measurable promotion, extend on air personality, develop a sense of community, create involvement events, recreate sound branding, get outside of the studio/on site locations.
Incentive
exchange for performance
Premium
exchanged for a purchase
Prize:
exchanged for contest entry
Award
exchanged for performance
Gift
exchanged just because
Id the relationship of promotional products within other marketing media: mobile
gift for option in for responding to an incentive, can use QR codes
Define the three levels of selling: idea selling
good ideas add value, need creation, know what, how, and why something works. Ask about best practices, share ideas, learn from suppliers and reps, read case studies.
Explain the various forms of advertising and the audiences they reach and attract: direct mail
highly targeted, reaches audiences at home or office, potential for creative campaigns, can communicate lots of info, measurable. The only medium that matches promotional products in terms of target ability. Allows for high impact, measurable, can induce multiple senses, multiple emotions or triggers. Lump mail has a higher open rate vs flat mail.
Explain the various forms of advertising and the audiences they reach and attract: TV
infomercials, mass audience (super bowl), niche (food network) fragmented, upwards of 85 channels, dvrs/on-demand take viewers away, expensive
Define the strengths of promotional product marketing:
it's not what a product does, it's what a product means ex. a t-shirt is underwear, but a marathon is a memory. target ability, carry a message to a well-defined audience. lasting ability, examples: calendar, watch, favorite t-shirt, coffee mug. creative impact, bring other media to life, extend memories of positive encounters. good will, applications flexibility, build brands that touch lives and lifestyle, easily distributed, ability to be a tangible symbol and motivation toward behavioral change.
Define the three levels of selling: product selling
know what sells, stay up on trends, pay attention to new products, know what your buyers have used before -successfully and unsuccessfully, have to push against need fulfillment, price competition, commodity mindset
Explain the various forms of advertising and the audiences they reach and attract: mobile
location based, younger audience, opt in only, very personal and targeted
Id the relationship of promotional products within other marketing media:direct mail
lumpy envelopes get opened, use the packaging as the creative as well as the product. Increases the response rate by 50%, participants use the promo products as an incentive to respond generated 4 times as many than a sales letter. The use of a promo product as an incentive to response reduced the cost per response by 2/3.
Id the relationship of promotional products within other marketing media: newspapers
make ads measurable, gift with new subscriptions, match code or symbol, ad spotter promotions, continuity of message from ad to event.
Id the relationship of promotional products within other marketing media:magazine
make it measurable, pick up on key visuals, filling missing sensory points, reward the reader, magazine inserts.
ID and discuss applying ethics within individual contracts: confidentially agreements
maybe with employees or manufacturers that is new- be specific and clear in writing.
ID and discuss applying ethics within individual contracts: non competes
mostly with employees from other companies, customers may have this with other companies, keep an eye out for the proposals.
Id the relationship of promotional products within other marketing media: online advertising
offer promo products as a gift for opting into a newsletter, taking a survey, visiting a website, online sweepstakes, deliver online promo code
Define the three levels of selling: program selling
organized effort to achieve client objectives using promotional techniques. Product and ideas and hold accountable to goals, incentive, consumer, and safety programs use this technique.
Discuss promotional timing at trade shows:
pre show, be aware of the booth, come to the booth, set up appointments, at show, meaningful conversation, demonstrate new products, samples, offer specials, post -show follow up with surveys, thank you's, personal touches, quick responses to requests, build the relationship
List the four Ps of marketing: Describe the four Ps of marketing and id examples of each
product, service/offering: container premiums, special packs, limited, commemorative, packaging price: list price, discounts, financing, leasing options, allowances, value-add vs discount becomes a strategic incentive promotion decision. place, distribution: the experience marketing, where the brand can be acted upon, interacted with and totally engaged. and promotion: how the target group are informed about the brand. This includes advertising, selling, sales promotion, public relations, and all the tools of the modern marketer. Awareness> image>story>reason to act>engagement Define the 5th P of marketing: people: Employees, suppliers, shareholders, channel partners, media, government
Define the 5 Ps of ethical responsibility
purpose Pride Patience Persistence perspective
Id the three Rs of advertising:
relevance, the message must relate to the lifestyle, needs, values, or aspirations of the target audience repetition, the audience must be exposed to the message multiple times for the recipient to retain it. reward the message must promise to create pleasure or reduce pain, save money or increase income or in some way reward the recipient.
ID and discuss applying ethics within individual contracts: non-disclosure agreements
similar to confidentiality agreements, but they can differ since this occurs before an agreement is signed. New product with a manufacturer on the specs before the agreement contract. Important with other companies outside of the US.
ID and define the different types of marketing: Viral:
spreads from consumer to consumer and market to market example yahoo. Make it interesting, funny, helpful or make them look smart
Give away:
thank you for being here
ID and define the different types of marketing:word of mouth:
the act of creating programs specifically designed to initiate and maintain broad public discussion of product or issue. It is a planned strategy, makes the brand part of the conversation. This is the most trusted, promo products facilitate word of mouth conversations and endorsements.
Explain the various forms of advertising and the audiences they reach and attract: Newspaper
time focused - great for sales, geographic target, older audience, short ad life.
ID and define the different types of marketing: Guerrilla
unconventional system of promotions that relies on imagination rather than a big marketing budget. Geared toward smaller marketers but adopted by creative giants. The impact is creating buzz.
ID and discuss applying ethics within individual contracts: exclusive distributor
understand what the territory is and how do internet sales effect that with subdivisions.
ID and discuss applying ethics within individual contracts: license agreements and royalty agreements:
use when using trademark, patent, or copyright owned by another company. Include some of those other agreements within the licensing agreement. Explain to vendors, suppliers, and employees if there is a limitation.
