Basics
Promotional Mix
Advertising & PR
Sales Promotion
Social Media
100
A plan for the optimal use of the elements of promotion.
What is promotional strategy?
100
It seeks to convert an existing need into a want or to stimulate interest in a new product. It is more prevalent during the early stages of the product life cycle.
What is the first goal of promotion?
100
Most commonly distributed by traditional media, though increasingly through non-traditional media, such as Web sites, e-mail, blogs, and interactive video kiosks in malls and supermarkets.
What is advertising?
100
Marketing activities—other than personal selling, advertising, and public relations—that stimulate consumer buying and dealer effectiveness.
What is sales promotion?
100
Promotion tools used to facilitate conversations among people online.
What is social media?
200
Interpersonal communication and mass communication.
What are the two categories of marketing communication?
200
It is designed to stimulate a purchase or an action. It becomes the main promotion goal when the product enters the growth stage of its life cycle.
What is persuasive promotion?
200
It can reach a large number ?of people, has a low cost per ?contact ?and can be micro-targeted.
What are some advantages of advertising?
200
Planned presentation to one or more prospective buyers for the purpose of making a sale.
What is personal selling?
200
Websites, blogs and social media presence.
What are examples of "owned media"?
300
Combination of promotion tools used to reach the target market and fulfill the organization’s overall goals.
What is the promotional mix?
300
It is used to keep the product/brand name in the public’s mind. It is effective during the maturity cycle.
What is reminder promotion?
300
It evaluates public attitudes, identifies areas within the organization that public may be interested in, and executes a program to earn public understanding.
What is is public relations?
300
Free samples, coupons, and giveaways
What are some examples of sales promotions?
300
SEO, media coverage, special events.
What are examples of "earned media"?
400
Attention, Interest, Desire and Action
What is the AIDA concept?
400
It is designed to form relationships with customers and potential customers to encourage them to be brand advocates. This helps introduce new products, stimulate purchase, and keep the brand in customer’s minds, which makes connecting important for all stages in the PLC.
What is connecting (or connection) promotion?
400
Preparing news releases, staging events, persuading media personnel to print or broadcast them costs money.
What is the true cost of publicity or public relations?
400
Short-term focus, win-lose outcome versus long-term focus, win-win outcome.
What is the difference between traditional sales and relationship sales?
400
Banner ads, sponsored posts.
What are examples of "paid media"?
500
The careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer.
What is integrated marketing communications?
500
Go to: http://www.trendhunter.com/trends/expedia-vacations
What kind of print ad is this (use one of the types discussed earlier in this category)?
500
The TV show, "The Apprentice."
What is a blend of advertising (for the companies/projects the contestants work on) and publicity (for Donald Trump and the contestants)?
500
Find an example sales promotion aimed at consumers.
See individual examples.
500
Attention and interest.
What is the best use of social media in the AIDA model?
M
e
n
u