Chapter 15: Advertising, Sales Promotions, and Personal Selling

What are advertising objectives?

Advertising is not free, advertising must be carried by some medium, legally the source of the message must be known or knowable, advertising represents a persuasive form of communication designed to get the consumer to take some action,

What is cross promoting?

Efforts of two or more firms joining together to reach a specific target market

What is attention?

Even the best marketing communication can be wasted if the sender doesn't gain the attention of the consumer first

What is relationship selling?

A sales philosophy and process that emphasizes a commitment to maintaining the relationship over the long term and investing in opportunities that are mutually beneficial to all parties

What is ASC?

Advertising standards canada, is a self-regulating body that monitors voluntary industry codes

What is a public service announcement(PSA)?

Advertising that focuses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups; a form of social marketing

What is the fourth step of the personal selling process?

Closing the sale means obtaining a commitment from the customer to make a purchase

What is discount and allowances?

Discounts and allowances are effective incentives used to maintain or increase inventory levels in the distribution channel

What are some trade channel sales promotions?

Discounts and allowances, cooperative advertising and sales force training

What is the goal of any sales promotion?

Is to create value for both the consumers and the firm

What is the third step of the personal selling process?

Once all background info has been obtained and the objectives for the meeting are set, the salesperson is ready for a person-to-person meeting

What does the food and drug act prohibit?

Prohibits the advertising or selling of unsafe or misbranded foods, cosmetics, and drug

What is the AIDA model?

A common model of the series of mental stages through which consumers move as a result of marketing communications: Attention leads to interest which leads to desire which leads to action

What is lagged effect?

A delayed response to a marketing communication campaign

What is a sweepstakes?

A form of sales promotion that offer prizes based on a a chance drawing of entrant's names

What is leads?

A list of potential customers

What is top-of-mind awareness?

A prominent place in people's memories that triggers a response without them having to put any thought into it

What is desire?

After the firm has piqued the interest of its target market, the goal of subsequent messages should move the consumer from "I like it" to "I want it"

What is handling objections?

An integral part of the sales presentation is handling objections that the buyer have about the product or service

What is a premium?

An item offered for free or at a bargain price to reward some type of behaviour, such as buying, sampling, or testing

What is salesforce training?

Because retailers have contact with end consumers and are ultimately responsible for selling the product they carry, manufacturers may offer to train the retailer's sales staff

What is informative advertising?

Communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase. Retailers often use informative advertising to tell their customers about an upcoming sales event or the arrival of new merchandise

What is persuasive advertising?

Communication used to motivate consumers to take action. Generally occurs in the growth and early maturity stages of the PLC

What is reminder advertising?

Communication used to remind consumers of a product or to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle

What are types of sales promotions?

Coupons, deals, premiums, contests, sweepstakes, samples, loyalty programs, POP displays, rebates

What is the fifth step of the personal selling process?

Follow up with customer, offers a prime opportunity for a salesperson to solidify the customer relationship through great service quality

What is the personal selling process?

Generate and quality leads, preapproach, sales presentation and overcoming objections, closing the sale and follow-up

What is aided recall?

Occurs when consumers recognize the brand when its name is presented to them

What is interest?

Once the consumer is aware that the company or product exists, communication must work to increase his or her interest level

What are cooperative advertising?

One of the important functions retailers perform is promoting products to consumers. This type of advertising helps to compensate trade channel members for money they spend promoting products and encourages them to feature products more often

What is the value added by personal selling?

Personal selling adds value by building relationship, educating and providing advice, and saving customers time and simplifying things for them

What is personal selling?

Personal selling is the two way flow of communication between a buyer(or buyers) and a seller that is designed to influence the buyer purchase decision

What is a POP display?

Point of purchase display is a merchandise display located at the point of purchase, such as at the checkout counter in a grocery store

What is brand awareness?

Refers to potential customer's ability to recognize or recall that the brand name is a particular type of retailer or product/service. Brand awareness is the strength of the link between the brand name and the type of merchandise or service in the minds of customers

What are the 5 service quality dimensions?

Reliability(deliver right product or service), responsiveness(salesperson must be ready to deal quickly with any issue), assurance(guarantee product will perform as promised)

What is the second step of the personal selling process?

Salesperson conducts additional research and develops plans for meeting with the customer

What are pop-up stores?

Temporary storefronts that exist for only a limited time and generally focus on a new product or a limited group of products offered by a retailer, manufacturer, or service provider; they give consumers a chance to interact with the brand and build brand awareness

What is social marketing?

The application of marketing principles to a social issue to bring about attitudinal and behavioural change among the general public or specific population segment

What does the competition bureau enforce?

The competition act which enforces federal laws that ensure businesses in Canada operate in a fair and equitable manner

What is step one of the personal selling process?

The first step in the selling process is to generate a list of potential customers and assess their potential

What is puffery?

The legal exaggeration of praise, stopping just short of deception, lavished on a product

What is qualify?

The process of assessing the potential of sales leads

What is action?

The ultimate goal of any marketing communication is to drive the receiver to action

What does the CRTC control?

They control the advertising industry and governs broadcast media and licensing, CRTC must approve all TV and Radio advertisements before they can be broadcast

AIDA model is also known as the _____?

Think, feel, do model

What is institutional advertisements?

Used to inform, persuade, and remind consumers about issues related to places, politics, and industry, or a particular corporation

What is product focused advertisements?

Used to inform, persuade, or remind consumers about a specific product or service

What is product placement?

inclusion of a product in nontraditional situations, such as in a scene in a movie or TV program