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