Chapter 8 (Exam 3)

Elements of the promotion mix

advertising, sales promotion, personal selling, public relations

3 objectives of advertising

inform, persuade, remind

Radio Advertising Disadvantages

◦Audio only ◦Digital presets in cars make it easier to switch away from ad

sales promotion

◦Coupons ◦Rebates◦Samples◦Contests ◦Sweepstakes◦Premiums◦Loyalty programs

internet advertising

◦Currently second largest global advertising medium◦ Paid search advertising◦ Paid display advertising◦ Direct marketing

Personal Selling

◦Expensive element of promotion mix◦Consistent message among salespeople◦Results in immediate feedback◦Relationship selling

PRINT ADVERTISING - magazine and newspapers DISADVANTAGES

◦Fewer Americans using newspapers as primary information source ◦Newspaper ads compete with editorial content ◦Magazines have long lead time ◦Marketers can't control ad placement in magazines

Nontraditional advertising

◦Mobile advertising is communicated to consumer via a handheld device ◦Advertising in video games

PRINT ADVERTISING - magazine and newspapers ADVANTAGES

◦Newspapers effective for small businesses to advertise to local community ◦Firms can run ads in specific section of newspaper ◦Magazines can target very specific audiences ◦Magazines have longer shelf life

Radio Advertising Advantages

◦Often most cost-effective choice ◦Allows market segmentation based on geography

Outdoor Advertising Disadvantages

◦Short exposure time ◦Wasted coverage

While viewing a webpage for outdoor gear, Phil noticed a graphic display advertising skateboards at low prices. When he clicked on the ad, it took him to a different website where the skateboards were listed for sale. This is an example of what type of Internet advertising? 1.paid display 2.paid search 3.linked advertising 4.reminder advertising 5.direct marketing

1.paid display

Tristan has been calling on the same customer for years. He handles all of the company's orders and quickly resolves any issues that may come up. On occasion, Tristan takes some of the company employees out to dinner and has even given them tickets to local sporting events. Tristan is involved in 1.relationship selling. 2.loyalty selling. 3.publicity. 4.multi-level marketing. 5.public relations.

1.relationship selling.

As outlined in your text, think about the percentage of global advertising delivered by each major medium. Which advertising medium is projected to double in its use in the future? 1.outdoor 2.mobile Internet 3.radio 4.television 5.magazines

2.mobile Internet

Public Relations Tools

Annual reports Speeches Blogs Brochures Media kits Sponsorships Event marketing Manage publicity

TV advertising disadvantages

Cost Rapid growth of DVRs/streaming Consumers abandon traditional television service Product placement

Outdoor Advertising Advantages

Flexibility, cost efficient

The goal of an integrated marketing communications strategy is to coordinate the various promotion mix elements to 1.discover the firm's strengths, weaknesses, opportunities and threats. 2.provide consumers with a clear and consistent message about the firm's products. 3.determine the target market for a firm's products. 4.find the least expensive alternative to promoting a firm's products. 5.identify which potential customers in the target market have the desire and ability to purchase the firm's products.

2.provide consumers with a clear and consistent message about the firm's products.

Compare the following forms of advertising and select the medium that is generally the cheapest form. 1.radio advertising 2.television advertising 3.outdoor advertising 4.magazine advertising 5.newspaper advertising

3.outdoor advertising

Compare the following forms of advertising to determine which one is an example of narrowcasting. 1.an advertisement for Halloween costumes in the Sunday newspaper 2.a billboard advertisement for Miller Lite beer 3.a Super Bowl advertisement for Doritos 4.an advertisement for Scotts fertilizer shown on the Home and Garden Television network 5.a radio broadcast for a sale at Walmart

4.an advertisement for Scotts fertilizer shown on the Home and Garden Television network

In the early 2000s, the Mattel Company was faced with a major problem with some of its toys due to faulty magnets and high levels of lead-based paint. When the company realized it was facing a serious problem, it immediately involved federal agencies on product safety, recalled millions of toys from the shelves, and launched a massive campaign to inform consumers about the recall. In addition, the company set up a crisis link on its webpage and posted updates regularly. Mattel's actions can be classified as 1.consumer fraud. 2.poor public relations. 3.negative publicity. 4.crisis management. 5.direct marketing.

4.crisis management.

The goal of sales promotion is to 1.inform the consumer of the product's benefits. 2.build a trusting relationship with a customer over a long period of time. 3.promote goodwill with customers and the community at large. 4.promote positive relations between a firm and its stakeholders. 5.stimulate quicker and more frequent purchases of a product.

5. stimulate quicker and more frequent purchases of a product.

TV advertising advantages

Ability to combine sight, sound, and motion Demonstrate a product in use, Narrowcasting

Advertising

paid, non-personal message for by an identified sponsor