Promotion Methods
This type of promotion involves direct interaction between salespeople and customers to encourage purchases.
What is personal selling?
These managers may be in charge of a company’s social media and possibly its website.
Who are social media managers?
This term refers to the source deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver.
What is encoding?
This curve shows when different groups accept ideas.
What is the adoption curve?
This term refers to the demand for the general product idea, not just for the company’s own brand.
What is primary demand?
These promotions include activities like discounts, coupons, and contests to boost sales quickly.
What are sales promotions?
These managers usually have to set priorities for the promotion objectives.
Who are marketing managers?
This term refers to the receiver translating the message from the source.
What is decoding?
This group prefers to do things the way they’ve been done in the past and is very suspicious of new ideas.
Who are laggards or nonadopters?
This term refers to the demand for a company’s own brand. The main job is to persuade customers to buy, and keep buying, the company’s product.
What is selective demand?
Which of the following is NOT considered a traditional promotion method?
A) Billboards
B) Personal selling
C) Direct mail
D) Social media marketing
D) Social media marketing
True or False: The three basic promotion objectives are informing, persuading, and forcing target customers about the company and the marketing mix.
False. Forcing -> Reminding
Which of the following is a potential barrier in the communication process?
A) Noise
B) Channel
C) Receiver
D) Feedback
A) Noise
Early adopters are often _____ leaders.
Opinion.
During market introduction, the basic promotion objective is _____.
Informing
Salespeople get immediate ______, which helps them adapt.
feedback
Which of the following is NOT part of the AIDA model?
A) to get Attention
B) to hold Interest
C) to arouse Desire
D) to gain Feedback
E) to obtain Action
D) to gain Feedback
True or False: Effective marketing communication ensures the message is the same across all platforms.
True
Which group of consumers adopts a product first?
A) Early majority
B) Innovators
C) Laggards
D) Late majority
B) Innovators
True or false: Promotion blends stay the same throughout to achieve different promotion objectives at different life-cycle stages.
False. Promotion blends usually have to change.
Explain the advantages and disadvantages of using publicity in promotion.
Publicity is cost-effective and more credible than paid ads since it comes from third-party sources like the media. It can also reach a wide audience and enhance a brand’s image. However, there is a lack of control over the message and unpredictable results. Negative publicity can also harm a brand, and its impact is often short-lived.
Analyze the three promotion objectives.
An informing objective can show that it meets customer needs better than other products can. A persuading objective means the firm will try to develop a favorable set of attitudes so customers will buy, and keep buying, its product. A reminding objective reminds customers of their past satisfaction and may keep them from shifting to a competitor.
Describe the role of feedback in the communication process.
Gaining feedback allows marketers to determine whether their message has been received and understood by the target audience. It provides an opportunity to adjust the message or communication approach if needed and whenever necessary.
Why may marketers not bother to try to connect with laggards or nonadopters?
Laggards tend to be stuck in their ways and suspicious of new ideas. They're often older, less educated, and prefer the status quo, which makes them hard to convince to try something new. Since they usually get their info from other laggards, they’re not likely to be convinced by typical marketing efforts. For businesses, it might just not be worth the effort to target this group when there are other audiences they can target.
Explain what happens during a product’s sales decline stage.
Companies usually cut back on promotional spending to save money and stay profitable. However, since there are still some customers who want the product, the focus shifts to more targeted promotions to reach them.