Promotion Basics
What is the main goal of promotion?
To persuade customers to purchase a company’s product or service.
Name two elements of the promotional mix
Advertising, personal selling, public relations, direct marketing, or sales promotion
What is the difference between product promotion and institutional promotion?
Product promotion focuses on a specific product, while institutional promotion builds brand reputation.
What is an advantage of magazine advertising?
Long lifespan, high print quality, can target specific regional areas or interest groups
Name one factor that affects the choice of advertising media.
Target audience, budget, or product type.
What does the AIDA model stand for?
Attention, Interest, Desire, Action
What is the focus of personal selling?
Direct one-on-one interactions to sell a product or service
Which type of promotion is useful for building long-term customer loyalty?
Institutional promotion
What is a disadvantage of radio advertising?
No visuals, listeners can be easily distracted, must be repeated frequently,
What does “frequency” mean in media planning?
The number of times an audience sees or hears an advertisement.
What is the role of the “sender” in the promotion communication process?
The sender creates the marketing message
What is the primary goal of public relations?
To create a favorable image and influence general opinion
In which promotional strategy are items like keychains and mugs given away to promote a business?
Specialty media.
Which advertising medium is known for having the highest production costs?
Television advertising
What is the “all you can afford” budgeting method?
Businesses use leftover funds for promotion after paying other expenses.
What is the term for the consumer's response to a promotional message?
Feedback
What is the key difference between advertising and public relations?
Advertising is paid, public relations is unpaid.
What is one advantage of a push marketing strategy?
Can produce quick sales results
How does digital advertising benefit companies?
Allows for interactive communication and is easily measurable
Explain the “objective and task” budgeting method.
Goals are set, steps identified, and promotional costs are calculated to achieve the objectives.
How does "noise" affect promotion in the communication process?
Noise distracts from the message, making it harder for the receiver to understand the intended message
Explain the difference between "nonpersonal" and "personal" promotion.
Nonpersonal promotion is a general message delivered to a larger audience, while personal promotion is a direct message tailored toward a specific customer.
Name one advantage and one disadvantage of outdoor advertising.
Advantage: High visibility; Disadvantage: Limited viewing time.
What does CPM stand for and what does it measure?
Cost per thousand, measures the cost of 1,000 impressions
How can businesses measure the effectiveness of a promotion?
By tracking consumer responses, sales data, and social media engagement.