MKTG EXAM 3

Positive effects of Advertising

+ paid, non personal & mass media expensive but efficient

Negative effects of Advertising

- doesnt have accurate feedback feedback isnt accurate becuase of so many different factors only is up for a limited time

Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered

Communication channels

_____________ identifies changes in public opinion affecting an organization.

Environmental monitoring

Steps in the ad campaign development process

Identify & analyze target audience Determine advertising objectives Create advertising platform Determine ad budget Develop media plan Creating the ad message

Which of the following statements is true about sales promotion?

It can increase sales by providing extra purchasing incentives.

If a firm's promotional budget were extremely limited, for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool?

It is easier to measure a salesperson's effects on sales than advertising's effects on sales.

Four Ps of Promotion

Personal Selling Public Relations Sales Promotion Advertising

Four Ps of promotion

Price Place Promotion Product

native advertising

ads fit in so well you cant tell its an ad

Rick is a sales representative for Lucent Technologies. He has reviewed a prospect's account and credit history, identified product needs, and gathered the appropriate literature he needs. Rick feels he is ready for the ____ step of the personal selling process.

approach

6. closing the sale

ask them to buy & they buy

reinforcement ads

assures current users that theyve made the right choice

Make the presentation

attrach & hold attention

3. Create advertising platform

basic issues/ selling points to be included in ad campaign MUST be important to the customer

2. Determine advertising objectives

be clearly stated precise and measurable specify a target audience have a benchmark specify a time period

preapproach

before sale know what youre talking about and prepare presentation

positive effects of sales promotion

build brand awareness encourage trial loyalty

objective-and-task budget

built from the bottom up, make objectives, how much $ to get those objectives?

Tyler is a purchasing agent for Kellogg's. He is currently negotiating with his suppliers to receive a _______, which is a temporary price reduction to resellers for purchasing specified quantities of a product.

buying allowance

promotion : definition

communication built by building relationships by informing/persuading one or more audiences its a general term

public relations definition

communication efforts used to create and maintain favorable relations between an organization and its stateholders

competitive advertising

compares 2+ brands directly

6. Creating the ad message

consider product features, target audience, campaign objectives media type and regional issues must go with creative brief

Matt was in a group considered to be actual or potential purchasers of a new mountain bike produced by Specialized Sports. He and the other consumers were shown three different advertisements and asked to judge several dimensions of each one. Matt participated in a(n)

consumer jury

integrated marketing communications

coordination of marketing efforts to ensure maximum informational/persuasive impact ex: all sorts of media fit together like a puzzle

Public relations definition

create/maintain relationships between organization and stake holders

Primary demand

demand for a product category, NOT a specific brand

Secondary demand

demand for a specific brand

prospecting

develop list of potential clients

sales promotion definition

direct inducement to buy a product ex: coupon, part of a promotion

aspects of the POST TEST

evaluating ad effectiveness recognition unaided recall (remember the brand w no help) aided recall

Negative effects of Personal Selling

expensive time consuming

account planner

expert on ad company

approach

first impressions referral creative/professional vibes

A schedule in which advertisements run for set periods of time, alternating with periods in which no ads are run is known as

flighting

negative effects of sales promotion

fraud use coupons on products they buy any way stockouts

order getter

get new customers

creative brief

groundwork and rules of how advertising will be executed

7. followup

handwritten letter or something to show them that they have still made the right decision

technical

help customers apply products

missionary

help customers sell to their customers

trade

help retailers promote

Account planning/planner

laison between business and target audience

pulsing

low level of ad consistency with high spending on ad during peak seasons

​Amanda is determining the media plan for her tax accounting business. She is currently selecting an advertising medium and is looking for a medium that is not expensive, allows for a short lead time, has large reach, and provides frequent communication. Based on these, Amanda should avoid

magazines

cooperative advertising

manufacturer helps pay retailers cost

Q score

measurement of familarity/appeal of a celebrity/entertainment product high Q score is good

5. Developing the media plan

media mix target audience

word of mouth

non paid, personal not considered one of promotion factors becuase its not controllable

flighting

only ad during the time ppl are going to buy

difference between earned media and owned media

owned - website, social media accounts unowned- publicity earned through promotional efforts; shares, likes, mentions

Positive effects of Personal selling

paid, personal communication big impact immediate results

Sara is concerned about the effectiveness of Magnum, Inc.'s promotional messages, and is seeking an approach with immediate feedback. Sara is most likely to achieve this through

personal selling.

At one time, Wheaties offered two free golf balls with the purchase of a twin pack of Wheaties cereal featuring Tiger Woods. This is an example of a

premium

what to do if u have negative publicity

prevent negaive incidents establish policies/procedures expedite coverage be forthright and open take quick action

advocacy advertising

promotes an organizations position on a public/social issue

institutional advertising

promotes brands image, not specific brand

Pull policies

promoting a product directly to consumers to make strong consumer demand that pulls products through the channel

push policies

promoting a product to the next institution down the marketing channel

To gain maximum benefit from promotional efforts, marketers must strive to

properly plan, implement, coordinate, and control communications.

Janetta tells her sales manager that she will be devoting more effort to ____ in the coming weeks, as her list of potential customers has dwindled below the level of 30 firms recommended by the selling plan.

prospecting

Steps in the personal selling process

prospecting preapproach approach make the presentation overcoming objections closing the sale followup

If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to intensify the level of communication, a(n) ____ media schedule is being used.

pulsing

reminder advertising

reminds of established brands

order takers

repeat customers

Mister Sub offers customers a card that allows them to have a free sub for every seven that have been purchased and provides various discounts throughout the year. The primary promotional objective of programs such as this is

retaining existing customers.

trade allowances

rewards/money/price reductions to encourage store to have product

what are the big sales mistakes

sales people doing things other than selling sales ppl chasing after small sales poorly coordinated efforts failure to use analytics territories out of balance

SEM SEO

search engine marketing search engine optimization

competition matching

similiar market, stable

guerilla/buzz

stimulate hype and publicity ex: flash mob

account manager

team leader, expert on the client

overcoming objections

think on your feet, know how to improvise

what is the COPY on the verbal part of the ad

verbal part of the ad

brand brief

what image a company wants for itself