Principles of MKTG 3310 Ch. 16

Promotion
communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response
Promotional strategy
a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, sales promotion, and social media
Competitive advantage
one or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitors
communication
the process by which we exchange or share meaning through a common set of symbols
Interpersonal communication
direct, face-to-face communication between two or more people
Mass communication
the communication of a concept or message to large audiences
sender
the originator of the message in the communication process
encoding
the conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs
channel
a medium of communication, such as a voice, radio, or newspaper, for transmitting a message
noise
anything that interferes with, distorts, or slows down the transmission of information
receiver
the person who decodes the message
decoding
interpretation of the language and symbols sent by the source through a channel
feedback
the receivers response’s to a message
promotional mix
the combination of promotional tools- including advertising, public relations, personal selling, sales promotion, and social media- used to reach the target market and fulfill the organization’s overall goals
advertising
impersonal, one-way mass communication about a product or organization that is paid for by a marketer
public relations
the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance
publicity
public information about a company, product, service, or issue appearing in the mass media as a news item
sales promotion
marketing activities- other than personal selling, advertising, and public relations- that stimulate consumer buying and dealer effectiveness
personal selling
a purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other
paid media
a category of promotional tactic based on the traditional advertising model, whereby a brand pays for media space
earned media
a category of promotional tactic based on the public relations or publicity model that gets customers talking about products or services
owned media
a new category of promotional tactic based on brands becoming publishers of their own content in order to maximize the brands’ value to customers
AIDA concept
a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message; the acronym stands for attention, interest, desire, and action
integrated marketing communications (IMC)
the careful coordination of all promotional messages for a product or a service to ensure the consistency of messages at every contact point at which a company meets the consumer
push strategy
a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise
pull strategy
a marketing strategy that stimulates consumer demand to obtain product distribution
A proper promotional mix is one that _____.​
meets the needs of the target market
Cover Board Inc. is a company that designs and prints advertisements on coffee sleeves used on cups sold in coffee shops. To find clients to advertise on the coffee cup sleeves, the company sends a representative to other companies to explain them the benefits of advertising on these sleeves. In this case, which of the following promotional strategies is used by Cover Board Inc.?
Personal selling
Which of the following statements is true of the characteristics of the elements in a promotional mix?
Important promotional ingredients tend to receive the most funding.
Which of the following is true of a target market characterized by widely scattered potential customers, highly informed buyers, and brand-loyal repeat purchasers?
It requires a promotional mix with more advertising and less personal selling
The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are
personal selling and persuasive advertising
Advent Automobiles Inc. launches a new sport utility vehicle. The company places advertisements in leading newspapers and social media sites to reach out to consumers. In the context of the communication process, Advent Automobiles Inc. is the _____.​
sender
Podcasting is a form of social media
True
Social media prohibits consumers’ interaction with other consumers.
False
Traditional methods of personal selling include a planned presentation to one or more prospective buyers for the purpose of making a sale.
True
Social media have become a layer in promotional strategy.
True
A firm should choose all five promotional elements in its promotional mix and use them in equal degrees
False
When Dernz Inc. introduced its ketchup globally, it first had to deal with the fact that ketchup is not a household staple outside the United States. The company had to show foreign users how ketchup can be used. In this case, Dernz had to rely primarily on _____ advertising to reach out to consumers
informative
Wild Plus, a television channel dedicated to wildlife, organizes promotional events in several shopping malls across the city to promote its new wildlife adventure series. Articles about the new program are also published in local newspapers. Therefore, Wild Plus is engaged in:
generating publicity
Which of the following is true of a target market characterized by widely scattered potential customers, highly informed buyers, and brand-loyal repeat purchasers?
It requires a promotional mix with more advertising and less personal selling.
Which of the following statements is true of sales promotions?
Many sales promotion programs are designed to motivate distributors and retailers to carry a product and push it to their customers.
Two popular beverage manufacturing companies in different countries merge together to gain strategic advantages. The merger gives each brand access to a significantly larger market. To effectively reach both markets, the merged company needs to coordinate its promotional mix to produce a consistent, unified, and customer-focused message. In other words, the company needs to use:
integrated marketing communications
ABC television network uses billboard, television, magazine, and newspaper advertising to inform viewers about new episodes of a popular television program. Therefore, ABC television network uses _____ communication to promote the television program.​
Mass
______ promotion is designed to stimulate a purchase or an action.​
​Persuasive
The advertisements for ground coffee sold by Khokho’s Inc. state, “The highest quality coffee doesn’t have to be expensive.” This is an example of how a product communicates its _____.​
competitive advantage
An advertisement in a trade magazine targeted toward veterinarians urges them to prescribe the drug Hepato for cats and dogs with damaged livers. This advertisement was placed by the product’s manufacturer. This advertisement is an example of how manufacturers use a(n) _____ strategy.​
push
To increase its revenues, an airline company decides to sell space on airsickness bags to companies that would like to use this unique channel for their promotional messages. In terms of the promotional strategy, the airsickness bags are being used for:
advertising
____ is the process by which meanings are exchanged or shared through a common set of symbols.​
communication
Personal selling, unlike other promotional mix elements, is independent of the Internet
false
Initially, social media tools were used primarily for self-expression
True
Social media are non-ubiquitous.
False
Traditional methods of personal selling include a planned presentation to one or more prospective buyers for the purpose of making a sale
True
In 2008, the NBC television network used marketing tools such as advertising, personal selling, public relations, and sales promotion to communicate with its target audience about its new reality show. The television network’s _____ described its plan on how to use these tools most effectively.​
promotional strategy
Treat Bytes Inc., a food product manufacturing company, introduces a new range of protein-rich snacks targeted at vegetarians. The products have very low levels of fat and cholesterol that make them a healthy source of protein for vegetarians. These products are unique, and people consider them to be of the highest quality. These unique features of the products present Treat Bytes Inc. with a _____.​
competitive advantage
Arise Food Corporation displays posters in supermarkets to promote its new range of pasta sauces. Which of the following stages of the communication process is the company engaged in during the course of promoting its products?
Encoding
___ refers to communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.​
promotion
The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or a retailer to carry and sell particular merchandise is known as a _____ strategy.​
push
YouTube is an example of a microblog.
False