Communication Process
In promotion, who is considered the "sender"? who is considered the "receiver"?
sender - advertiser
receiver - consumer
What is any form of paid, non-personal mass communication that reaches an audience?
Advertising
Name two forms of print media.
Newspaper and Magazine
What advertising technique attracts customers with a chance to win?
prizes, sweepstakes, giveaways
Give an example of specialty media
pens, keychains, mugs, waterbottle, etc.
What is the term for a single exposure to an ad?
impression
What type of promotion provides short-term incentives to buy a product?
Sales Promotion
What form of advertising media has the shortest lifespan?
newspaper
What type of advertising technique is when a past customer explains how the product worked for them?
Testimonial
What marketing strategy promotes products to customers by directly taking them to the customer?
push marketing
What is the term used for distractions that interfere with the message being communicated?
Noise
Which promotional mix element is the most expensive per person but also the most effective?
Personal Selling
What is the most expensive form of media advertising?
Television
What advertising technique focuses on how a product can help with something the consumer worries about?
Fear
What does institutional promotion aim to build?
A favorable image or reputation for a brand.
What is the term that involves converting the idea into a message the consumer can understand?
encoding
What is any nonpaid communication about a product, service, company, or cause?
Public Relations
What are 2 advantages of radio advertising?
Large circulation in a specific geographic area
Low cost
Easy to repeat ads
Short lead time (time to get ad ready & printed in paper)
What advertising technique relates the product to a positive experience or memory (ex. Cartoon Character)
Association
What is the primary goal of pull marketing?
To create brand loyalty and keep customers coming back.
What does the AIDA model stand for?
Attention, Interest, Desire, Action
What are the five elements of the promotional mix?
Advertising, public relations, personal selling, sales promotion, direct marketing.
What are the 4 media categories we discussed in class?
print, broadcast, internet/digital, specialty
List 5 Advertising Techniques we discussed in class
Association, Call to Action, Claim, Humor, Hype, Must-have, Fear, (Prizes, Sweepstakes, or Giveaways), Repetition, Sales and Price, Sense Appeal, Special Ingredients , Testimonials, Celebrity Endorsements
Product promotion is a promotional method used by businesses to promote products and convince consumers to make a purchase.
Institutional promotion is a promotional method used to create a favorable image for a brand.