the combination of advertising, selling, sales promotion, direct marketing, and public relations
What is the promotional mix
100
Certificates that entitle customers to cash discounts on goods or services
What is coupon
100
True or False: Advertising is personal promotion?
What is false its NON-PERSONAL
100
Name an advantage to television advertising.
Advantages:
Can direct ad’s to audiences with a specific audience
Creative opportunities
Entertainment Value
200
a single exposure to an advertising message
What is an impression
200
Which element the promotional mix does this statement represent?
Macy's employees are given the opportunity to volunteer at a breast cancer out-patient facility. They wear special "Macy's fights like a girl" t-shirts and bring presents for patients.
Public Relations (PR)
200
Low-cost items given to consumers at a discount or for free
What is a premium
200
Give two examples of each of the following: Print media: Broadcast Media:
PRINT MEDIA: Magazines, Newspaper, Billboards
BROADCAST MEDIA: TV, Radio
200
Name a disadvantage for direct mail advertising.
Disadvantages:
Can yield a low response compared to # sent (10%)
Seen as “junk”
Cost may be high
300
the number of times an audience sees or hears an advertisement
What is impression
300
What are the five categories of the promotional mix?
What is personal selling, advertising, direct marketing, sales promotion, public relations
300
A company pays a sponsoring fee for the right to promote itself and its products or services at or on a set location
What is sponsorship
300
What part of the promotional mix has the best chance of emotionally influenceng the viewer?
TV
300
Name a advantage and a disadvantge for newspaper advertising
Advantages:
Low cost
Short term commitments
Immediacy
Responses can be tracked easily (you know where they are delivered)
Disadvantages:
Limited shelf life
Black and white
400
the amount of space used (column inches) and colors used
What are factors that effect the price of print (newspaper) advertising?
400
What is the biggest disadvantage to public relations?
It is hard to predict and control.
400
A cash premium paid by a manufacturer to a retailer to help the retailer cover the costs of placing the manufacturer's product on the shelves
What is slotting allowance
400
This company specializes in TV measurement and advertising data
What is the A.C. Neilsen Company (Neilsen)
500
the time of day and the duration of time
What are factors affecting broadcast advertising pricing
500
Which element the promotional mix does this statement represent?
Home Depot sponsors a sweepstakes. The grand prize is a home makeover.
Sales Promotion
500
Name 4 types of consumer sales promotions.
Answers could include: coupons, promotional tie ins, contests, sweepstakes, premiums, incentives, sponsorships, etc.
500
Name a disadvantage and a advantage of radio advertising.
Advantages:
Can target their specific audience,
Low Cost
No seasonal Change in Audience
Entertainment Value
Disadvantages:
No visual; can only describe items n
High frequency required to generate comprehension and retention
Distractions
500
Name a advantage to transit advertising
Reaches a wide and captive audience
Economical
Defined market (usually urban)