Advertising Media
Sales Promotion
Promotional Mix
Trade Promotions
Hodgepodge
100
Advantages: many different options, responses can be tracked easily, low cost Disadvantages: distributed to consumers outside target mkt, limited shelf life, less visually appealing than magazines
What is newspaper
100
low cost items given to consumers at a discount or for free
What is premiums
100
______ requires that a company employ sales representatives who generate & maintain direct contact with prospects and customers.
What is personal selling
100
_________ showcase a particular line of products & provide businesses with opportunites to introduce new products, meet customers and partners in the distribution chain, and gain continued company and product support.
What is trade shows & conventions
100
Tries to create a favorable image for a company and foster goodwill in the marketplace
What is Institutional Advertising
200
Advantages: target market through characteristics of reader subscribers, cost effective with little wasted circulation, longer life span than newspapers, passed along to others, people take more time to read, variety of presentation formats Disadvantages: high cost, printed a month or two in advance, must carefully plan the ad
What is magazine
200
activities used to create customer excitement and increase sales such as games, activities, sweepstakes, or rebates
What is incentives
200
all marketing activities that are used to stimulate purchasing & sales. The objectives of _____ are to increase sales, inform potential customers about new products, and create a positive business & corporate image
What is sales promotion
200
A cash premium paid by a manufacturer to a retailer TO HELP COVER THE COSTS OF PLACING THE MANUFACTURER’S PRODUCT ON THE SHELVES
What is slotting allowances
200
The goal of this kind of advertising is to increase sales
What is Promotional Advertising
300
Advantages: highly visible, relatively inexpensive, provides 24/7 exposure Disadvantages: limited viewing time, cannot target a specific market, increasing gov’t regulation (zoning)
What is Outdoor Ads (Billboards)
300
An example of a _______ is a trial sized bottle of shampoo sent in the mail, free of charge
What is sample
300
The goal of ______ is to try to create a favorable image for a company, its products, or its policies by cultivating media relations with reporters who cover a specific industry.
What is public relations
300
A manufacturer supports the retailer by helping to pay for the cost of advertising its product locally.
What is cooperative advertising
300
This part of a print ad is the name or logotype of the business and distinctively identifies the company
What is signature
400
Advantages: can be selective about who receives, wide choice of advertising formats, Disadvantages: yields low level of response, image problem “junk mail”, cost can be high especially with postage
What is direct mail
400
customer is rewarded for continuing to buy a certain brand or patronize a certain retailer
What is loyalty programs
400
Directed to a targeted group of prospects and customers rather than to a mass audience (ex. direct mail & electronic direct e-mail)
What is direct marketing
400
Awards given to dealers and employees who successfully meet or exceed a sales quota
What is sales force promotions
400
An example of _____ is connecting the brand name to a worthy cause to help the company make a favorable impression on its customers
What is Institutional Advertising
500
Advantages: combines many creative elements (sight, sound, action, color), target to audiences with specific interests, Disadvantages: high production costs, high cost, small companies may not be able to afford
What is television
500
consumer promotion that involves using a brand-name product in a movie, television show, sporting event, or even in a commercial for another product (example: in the movie E.T., Reeses Pieces were used several times in the movie)
What is product placement
500
This is paid and non-personal promotion
What is advertising
500
Represent cash payments or discounts given by the manufacturer to wholesalers or retailers FOR PERFORMING ACTIVITIES TO ENCOURAGE SALES.
What is promotional allowances
500
More than _______% of the people who look at a print advertisement only read the headline.
What is 80%
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