7 steps
sales promotion
PR
native advertising
100
What is a media mix?
The combination of the media used and the frequency of advertising in each medium
100
What is a coupon?
Provides a stated discount to consumers on the final selling price of a specific item (retailer handles the discount)
100
What are public relations?
The organizational function that manages the firm’s communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories and events and maintaining positive relationships with the media
100
What is a disclosure in advertisement?
A common means of reducing the possibility of consumers being deceived by communications that may not necessarily be perceived as paid advertising
200
What is a unique selling proposition?
A strategy of differentiating a product by communicating its unique attributes (often becomes the common theme or slogan in the entire advertising campaign)
200
What is sweepstakes?
A form of sales promotion that offers prizes based on a chance drawing of entrants’ names
200
What is cause-related marketing?
Commercial activity in which businesses and charities form a partnership to market an image, a product or a service for their mutual benefit; type of promotional campaign
200
What is persuasion knowledge?
Recognition of content as advertising triggers consumer defense mechanisms
300
What is the difference between the push and pull strategy?
Push: a strategy designed to increase demand by motivating sellers to highlight the product rather than the products of competitors and thereby push the product onto consumers
Pull: a strategy in which the goal is to get consumers to pull the product through the marketing channel by demanding it
300
What is the difference between the point-of-purchase display and the product placement?
POP display: a merchandise display located at the point of purchase such as at the checkout counter
Product placement: inclusion of a product in nontraditional situations such as in a scene in a movie or television program
300
Give an example of an event sponsorship.
Pepsi sponsors the Superbowl halftime show
300
What is the difference between a disclosure and a companion banner ad?
