Promotion Mix Strategies
IMC and Metrics
Advertising
PR
Personal Selling and Sales Promotion
100
What are the two promotion mix strategies?
What is Push and Pull
100
What term describes a company integrating its many communications channels to deliver a clear, consistent, and compelling message about the organization and its brand
What is Integrated Marketing Communications
100
What are the 4 campaigns used in ad message strategies?
Character hook, repeatable theme, word hook, consistent brand layout
100
True or False: Publicity is the paid use of media.
False- Publicity, a part of PR, leads to the use of unpaid media
100
What are the two types of personal selling?
What is Transactional and Relationship Selling
200
Advertising usually involves which promotion strategy?
What is Pull Strategy
200
Why is IMC needed?
There is now a richer mix of media and consumers don’t differentiate between different sources of media like a marketer does
200
Advertising is made up of two components, what are they?
What is Message and Media
200
What is the management of messages to media inquiries?
What is Press Relations
200
Which type of selling focuses on the sale and is consider "old school"?
What is Transactional Selling
300
John Deere doesn't sell many of its own tractors, but their sales force works with Lowe’s, Home Depot and other dealers to push John Deere products to final consumers. Is this an example of push or pull strategy?
What is Push
300
What are the four categories in the promotion mix?
What is What is Advertising, Personal Selling, Public Relations, Sales Promotion
300
What are the 5 digital media sources we discussed in class?
Video, News, Out of Home, Music, and Information
300
What is the unpaid communication about a product appearing in the mass media?
What is Product Publicity
300
What are the short-term incentives used to encourage the purchase or sale of a product or service?
What is Sale Promotion
400
What is the objective of Promotions?
I- Informed; R- Remind; P- Persuade; B- Build Relationships
400
What term describes the percentage of people in target exposed to an ad? What term describes the number of times a person in the target is exposed to advertisement?
What is Reach; Frequency
400
What are the four steps to selecting the advertising media?
1- determining reach, frequency, and impact. 2- choosing among major media types. 3- selecting specific media vehicles. 4- choosing media timing.
400
What category of PR falls under Product Publicity?
What is Media Relations
400
What are the 4 types of sales promotions listed in our notes?
Coupons, Rebates, Price Discounts, and Display
500
Unilever promotes Axe directly to its consumers, young teenage males, through TV and print ads,, brand websites, youtube channels, which then causes the target market to demand Axe from retailers such as CVS and Walgreens, who will then demand the product from Unilever. Is this an example of push or pull?
What is Pull Strategy
500
What is the equation for GRP, and what does CPM stand for?
Gross Rating Points = reach*frequency; CPM= cost per thousand
500
What are the different methods of advertising/promotion budget? (4)
What is Objective, Competitive, % of sales, Affordable
500
What 5 categories of PR fall under General PR, according to the class slides?
Public affairs, lobbying, investor relations, development
500
Which type of personal selling focuses on the customer's needs?
Relationship Selling
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