Promotion Mix & Communication
What are the 5 elements of the promotion mix?
Advertising, Sales Promotion, Personal Selling, Public Relations, Direct & Digital Marketing
What is informative advertising used for?
Introducing new products and building demand
What is the final step in the personal selling process?
Follow-up to ensure satisfaction and encourage repeat business
What is direct and digital marketing?
Targeted, interactive marketing to build relationships and drive response
What is the “affordable method” of setting a budget?
Spending what the company thinks it can afford
What does integrated marketing communications (IMC) aim to do?
Deliver a consistent, clear, and compelling brand message
Define public relations.
Building good relations and managing brand reputation with the public
What are the 3 types of sales force structures?
Territorial, Product, Customer
Name two benefits of digital marketing for consumers.
Convenience, real-time access, personalization, information access
What is the “percentage-of-sales method”?
Basing the budget on a set percentage of current or projected sales
What is the AIDA model in communication design?
Attention, Interest, Desire, Action
What are reminder ads used for?
To maintain awareness and relationships with mature product users
Define sales promotion.
Short-term incentives to encourage buying behavior
What is viral marketing?
Digital content that spreads rapidly through consumer sharing
What is the “objective-and-task method”?
Budget based on defining goals and the cost to achieve them
What are three types of advertising appeals?
Rational, Emotional, Moral
Name one tool used in public relations.
Examples: Press releases, speeches, sponsorships, community service
Name two examples of consumer promotions.
Coupons, Samples, Contests, Rebates
What is omni-channel retailing?
Seamless experience across in-store, online, and mobile shopping
What is a push vs. pull strategy?
Push = promote to retailers; Pull = promote directly to consumers
What are personal and nonpersonal communication channels?
Personal = face-to-face, calls; Nonpersonal = media, signage, events
What are the characteristics of a strong creative concept?
Meaningful, Believable, Distinctive, Memorable
What’s the goal of value selling?
Shifting from price focus to creating and delivering value
What are two risks of social media marketing?
Consumer control of the platform, potential backlash, brand missteps
What factors affect the design of the promotion mix?
Type of product/market, buyer readiness, product life cycle stage