4257712
Description
Flashcards by Madeline Briscoe, updated more than 1 year ago
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Created by Madeline Briscoe
almost 9 years ago
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| Question | Answer |
| what is the promotional mix and what are the 4 types of promotion? | the specific mix of advertising, personal selling, sales promotion and public relations that a firm uses to persue its advertising and marketing objectives |
| what is integrated marketing communications? | the concept under which a company integrates it's communication channels to deliver a clear, consistent, compelling message. needs to be coherent |
| what are the 2 strategies used to promote a product or service? | push strategy: use sales force/trade promotion to push product through channels pull strategy: calls for advertising and consumer promotion to build consumer demand that will pull product through channels |
| what are the 4 major decisions in advertising? | 1. objective setting 2. budget decisions 3. message decision 4. media deicisons then - advertising evaluation-communication impact, sales and profit impact, return on adversiting |
| 3 types of advertising advertinsing (aims of advertising) | informative persuasuve reminder |
| 4 things to consider when selecting advertising media | 1. reach (% of TM exposed to ad) 2. frequency (how many times average person will see ad) 3. timing 4. impact (the qualitative value of a message) |
| 3 ways you can evaluate an advertisement's effectiveness? | -measure/testing -pre-testing (before campaign run, may involve mock ad's) -post-testing (statistical analysis of sales data, brand recognition, recall) |
| what is direct marketing? | the direct communications with carefully targeted individual consumers to obtain an immediate response e.g. direct mail, telephone, online, direct response TV |
| what is sales promotion? | short term insentives to encourage purchase or sales of a product or service e.g. coupons, contest, price reductions, free gifts |
| what is public relations and what are it's benefits? | e.g. a fed news story, speeches, special events, sponorship. benefits: low level persistence, more real than ads, can work with ppl who avoid ads, borrows credibility from 3rd party |
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