The Promotional Mix
What are the three roles or purposes of promotion?
inform, persuade, remind
What is product placement?
Featuring a product at a special event, on television, or in the movies
What type of merchandise generally goes into a closed display?
Expensive, small, easy to steal
What is the focal point of a display?
an area in the display that attracts attention first, above all else.
What is one element of the storefront?
Sign, Entrance, Window displays
What is one common method marketers use for direct marketing?
Mail or email
What is a rebate?
discounts offered to customers who purchase in the form of repayment after purchase
What type of business might use an interactive kiosk?
Usually higher-technology displays or things that customers want to experience before purchasing.
What things need to be checked as a part of display maintenance?
Lighting, sold merchandise, damaged display from customer handling, dusting and cleaning
What is personal selling?
Any form of direct contact occurring between a salesperson and a customer
A coupon is an example of which part of the promotional mix?
Sales promotion
Give a specific example of a premium.
Factory packs (free gift in packaging), Traffic builders (free pens, notepads, etc), Coupon plans (on-going purchases, Casey's Pizza),
What type of display consists of model rooms that allow customers to see how the merchandise might look in their homes?
Architectural displays
What is a similar product display?
Putting similar items of different brands together. For example, all pop is usually displayed together.
What are three of the artistic elements that are considered when designing a display?
Line, Color, Shape, Direction, Marketing Essentials, Texture, Proportion, Balance, Motion, Lighting
Who are trade promotions targeted towards?
Retailers, wholesalers, and manufacturers
What is it called when products are purposely placed near the check outs or waiting lines?
Point of Purchase
What is one thing a store owner would think about when considering the Store Interior?
Floor and wall coverings, Lighting, Colors, Store fixtures
What is the first step in designing a display?
What is a cash premium paid for placing a product on a retailer’s shelves?
Slotting Allowance
Name all five parts of the promotional mix.
personal selling
advertising
direct marketing
sales promotion
public relations
Explain cooperative advertising.
A manufacturer supports the retailer by helping to pay for the cost of advertising its product locally.
What are the four elements of visual merchandising?
Storefront, Store layout, Store interior, Interior displays
What is the last step in designing a display? This is the step that is often forgotten.
Evaluating the display and it's effectiveness
What is a cross-mix merchandise display?
featuring mixed merchandise that creates a scene