MKTG 350 Chapter 16
awareness, product, competitive
3 of the possible objectives of promotion: create _____ encourage _____ trial combat _____ promotional efforts
free samples, games, rebates, sweepstakes, contests, premiums, coupons
7 examples of sales promotion:
combative promotional
a ____ _____ objective is used most often by firms in extremely competitive consumer markets
public relations
a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders
promotion mix
a combination of promotional methods used to promote a specific product
publicity
a component of public relations is _______
send a consistent message to customers
a major goal of integrated marketing communications is to:
advertising
a paid non-personal communication about an organization and its products transmitted to a target audience through mass media
personal selling
a paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation
communication
a sharing of meaning through the transmission of information
viral marketing
a strategy to get consumers to share a marketer's message, often through e-mail or online video, in a way that spreads dramatically and quickly
smaller; personalized
ads are being designed that cater to _____, more _____ audiences
vast; low; several; image
advantages of advertising: is extremely cost-efficient when it reaches a ____ number of people at a _____ cost per person lets the source repeat the message _____ times visibility gained from advertising can enhance an organization's _____
mass media
advertising is changing as consumers' ____ _____ consumption habits are changing
readership
advertising- traditional media like newspapers are in a decline due to a drop in ______
sales promotion
an activity or material that acts as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or customers
buzz marketing
an attempt to incite publicity and public excitement surrounding a product through a creative event
combat competitive promotional efforts
at times, a marketer's objective in using promotion is to offset or lessen the effect of a competitor's promotional or marketing programs
large; small
being highly flexible, advertising can reach an extremely______ target audience or focus on a _____, precisely defined segment
integrated marketing communications
coordination of promotion and other marketing efforts for maximum informational and persuasive impact on customers
primary demand
demand for a product category rather than a specific brand
selective demand
demand for a specific brand
high; rapid; difficult; less; limited
disadvantages of advertising: absolute dollar outlay can be ______ rarely provides _____ feedback often _____ to measure its effect on sales ____ persuasive than personal selling has a ______ time exposure
aware (from create awareness)
for an organization that is introducing a new product or a line extension, making customers _____ of the product is crucial to initiating the product adoption process
brands; features; image; operational
for existing products, promotional efforts may aim to increase awareness of: _______ product ______ _____-related issues ____ characteristics
advertising, personal selling, public relations, sales promotion
four possible elements of promotion mix
product trial
if customers stall during the evaluation stage, marketers can use certain types of promotion—such as free samples, coupons, test drives, or limited free-use offers, contests, and games—to encourage ____ _____ in order to move them through the product adoption process
goods, services, ideas, issues, and people
individuals and organizations use advertising to promote ____, ______, _____, _____ and ______
synchronization; promotion
integrated marketing communications also enable ______ of promotion elements and can improve the efficiency and effectiveness of ______ budgets
high; lower
integrated marketing communications because mass media advertising is used less frequently today because of its _____ cost and _____effectiveness in reaching some target markets, marketers can now take advantage of more precisely targeted promotional tools, such as TV, direct mail, the internet, special-interest magazines, smartphones, mobile applications, social media, sales calls, and outdoor boards
broad
integrated marketing communications coordinate multiple marketing tools to produce this synergistic effect requires a marketer to employ a ______ perspective
privacy
integrating and customizing marketing communications while protecting customer _____ has become a major challenge
image-related issues
organizational size or socially responsive behavior are examples of what
pull policy
promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel
push policy
promoting a product only to the next institution down the marketing channel
reports; brochures; sponsorships; responsible; publicity
public relations uses a variety of tools: annual _____ _____ event _______ sponsorship of socially ______ programs ______
news; conferences; articles
publicity examples: ____ releases ____ conferences feature _____
organizations; products
publicity is nonpersonal communication in news-story form about an _____ or its _____, or both
medium
publicity is transmitted through a mass _____ at no charge
advertising and sales
pull policy is done primarily through _____ and ____ promotion
simultaneously
push and pull policies are not mutually exclusive; at times, an organization uses both ______
personal
push policy normal stresses _____ selling
increasing ; promoting
selective demand can be stimulated by _____ the number of product uses and ______ them through advertising campaigns, as well as through price discounts, free samples, coupons, consumer contests and games, and sweepstakes
encouraging
selective demand can be stimulated by ______ existing customers to use more of the product
competing
selective demand can be stimulated by differentiating the product from _____ brands in the minds of potential buyers
buyers
selective demand requires singling out attributes important to potential _____
operational characteristics
store hours, locations, and credit availability are examples of what
channel capacity
the limit on the volume of information a communication channel can handle effectively
communications channel
the medium of transmission that carries coded message from the source to the receiver
combat competitive promotional efforts
this type of promotional activity does not necessarily increase the organization's sales or market share, but it may prevent a sales or market share loss
digital media
with advertising, consumers are striving to maximize their presence and impact through ____ _____
printed; broadcast; communication
with communication channel, transmission media include _____ words (newspapers and magazines), _____ media (television and radio), and digital ______
individual
with integrated marketing communications, database marketing and marketing analytics are allowing marketers to target ______ customers more precisely
promotional
with integrated marketing communications, through digital media, companies can provide product information and services that are coordinated with traditional ______ activities