Promotional Mix

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Message and the medium

The two basic aspects of advertising?

Closing the sale

The ultimate goal of personal selling

Content

The words and images you use to appeal to the target market

Outdoor and transit media

billboards, buses, taxis, trucks, cars...

Format

the unique layout and focus of each type of promotion

Can be overused

Disadvantage of sales promotion

medium

the method communication

print media

newspapers, flyers, magazines, ...

message

what a business wants to communicate

Communicate complex or detailed information

Advantages of personal selling

Broadcasting media

Advertising which plays before a movie uses this type of advertising medium?

loss of control of what is written or said by the third party

Disadvantage of public relations

It is inexpensive

NOT an advantage of advertising

Public image

Promotion allows businesses to improve which of the following?

Format and content

Promotional messages consist of these

"free advertising"

Public relations is often associated with this

The benefits of products or services

The promotional mix allows companies to communicate about these with their customers.

Can be costly

a disadvantage of personal selling

Advertising

a form of paid non-personal promotion used to inform, persuade or remind customers about a specific product, company or idea

Promotion

any form of communication a business or organization uses to inform, persuade or remind individuals about its products or services

Public Relations

composed of the methods and activities used to establish and promote a positive relationship with the public

Frequency

how often the ad will run

An advertisement

is NOT a tool for determining the target market

Increase sales and immediate buying action

is an advantage of sales promotion

Calling homes to persuade potential customers to buy a product

is an example of personal selling

Passing out coupons at a sports event

is an example of sales promotion

Personal Selling

oral communication with potential buyers of a product with the intention of making a sale

20

percentage of a company's profit is typically allocated for promotion

Promotional Mix

term used to describe the set of tools a business uses to effectively communicate the benefits of its products or services to its customers

Promotional Planning

the combination of strategies and cost-effective allocation of resources in order to create the desired promotional outcome for a business

Sales Promotion

the processes associated with providing incentives to customers in order to stimulate demand for a product


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