ADV QUIZ 3

Advertising 275 with Mishra at Michigan State University

About this deck

By: Lindsey Kussmaul
Created: 2010-04-29
Size: 80 flashcards
Views: 10

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What is sales promotion?

direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale

consumer oriented sales promotion

generally used as a part of the push strategy and includes samples, coupons, premiums, contests, refunds, bonus packs etc.

trade oriented sales promotion

part of a pull strategy and include contests, incentives, point of purchase displays, trade shows, training programs

sales promotion increase: growing power of retailers

manufacturers used to have most of the power, now retailers through technology, consolidation and private labeling have more

sales promotion increase: declining brand loyalty

consumers are purchasing more on the basis of price and value

sales promotion increase: increased sensitivity

consumers want to save more money and respond well to promotions that provide them the opportunity to do so

sales promotion increase: brand proliferation

many new brands offer little differentiation

sales promotion increase: fragmentation of consumer markets

traditional mass media advertising has become less effective and promotions are a want to reach market segments

slaes promotion increase: short term focus

sales promotion is seen as a way of getting an immediate increase in sales

sales promotion increase: increased accoutability

managers are under pressure to produce sales results

sales promotion increase: competition

promotions are seen as a way to gain a competative advantage

sales promotion increase: clutter

promotional offers can break through the clutter and attract attention

sales promotion increase

promotion industry has become more sophisticated and plays a more strategic role in the IMC program of many companies

sampling works best when (3)

products are of relatively low value

the product can be broken into a small piece or size the reflects the full features

the purchase cycle is fairly short

sampling is commonly used when?

to introduce a new product or brand to the market

sampling involves what?

giving consumer some quantity of the product at no charge to induce trial

types of sampling methods

door to door, direct mail, in store, on package, event, newspaper insert, internet sites

choice of sampling has two important considerations. what are they?

cost of distribution and method of control over who receives the sample

door to door

delivered directly to customer, expensive

sampling through mail

small lightweight products, control, postal restrictions

in store sampling

food products, expensive and requires a lot of planning

event sampling

fastest growing, most popular, total sense of brand

internet communications objectives

create awareness, generate interest, disseminate information, create an image, create a strong brand, stimulate trial, create buzz, gain consideration

snapple website uses which way of communication objectives?

creating interest

must generate and hold interest

disseminate information

provides info about companys products or services (weather.com)

branding

complicated process and has high costs

e commerce

the direct selling of goods and services

who only hase commerce?

ebay

who does e commerce and brick and morter

wal mart

banner advertising

most common, creates awareness, side panels or verticles, low click rate but high viewing rate

what are the two types of sponsorship ads?

regular and content sponsorship

regular sponsorship

when a company pays a sponsor a section for a site (cosmo sponsoring iVillage.com)

content sponsorchips

sponsor provides dollars in return for name association but participates in providing the content itself

what is rich media?

broad range of interactive digital media that exhibit dynamic motion, taking advantage of enhanced sensory features such as video audio and animation

what are blogs?

web based publications consisting of primary periodic articles

public relations defined:

a management function which evaluates public attitudes and identifies the policies and procedures of an organization with the public interest and executes a program of action (and communication) to earn public understanding and acceptance

three steps to PR management process

determination and evaluation of publice attitudes, identification of policies and procedures, development and execution of the program

marketing and public relations

PR and marketing are different BUT they work closely together, blending their talents to provide the best overall image of the firm and its products

integration of PR and marketing

marketing and pr are completely separately, pr and marketing are seperate but equal, pr and marketing preform the same roles

what is MPR?

PR activites designed to support marketing objectives

what can MPR do to improve companies?

build marketplace excitement, improve ROI, create advertising news where there is no product news, providing a value-added customer service, building brand to customer service, building bonds, influencing influentials by providing info to opinion leaders, defending product at risk

what are the benefits of mpr?

cost effective, highly targeted, endorsements by independent third parties, achievement of credibility, breaks through clutter, circumvents resistence to sales efforts

disadvantages of mrp?

lack of control, difficult to tie in slogans, media time and space are not guaranteed, no standards for effective measurement. one major disadvantage: may lead to pr becoming subservient to marketing

what is publicity?

the generation of news about a person, product, or service that appears in the media

public relations vs. publicity

pr: long term, positive information, controlled by firm
publicity: short term, not always positive, originates from outside source

coorporate advertising is an extension of what function?

is corporate advertisng specific or non specific?

no specific product just the company

corporate advertisements promote organizations and achieve the following:

image enhancement, assuming a position on an issue or cause, seeks involvement

4 disadvantages of corporate advertising

1. consumers are not interested
2.ads might indicate the firm is in trouble
3.costly for of self indulgence
4.waste of money

objectives of corporate advertising

positive image, communicate viewpoint, boost employee morale, smooth labor relations, help newly deregulated industries, establish diversified identified

types of corporate advertising: image advertising. what is it?

advertising that is designed to create goodwill, creating a position for the company and generating both human and financial

cause related marketing: what is it?

anothr form of corporate advertising, companies link with charaties or non profits as contributing sponsors

forms of cause related advertising

donations, donating a percentage of sales, employees volunteering, donating materials, running public service announcements, providing refreshments

customer relationship management

the organizations effort to develop a long term, cost effective link with individual customers for mutual benefit

what rold puts a greater emphasis on customer relationship selling?

the evolving role of personal selling

types of sales jobs: creative selling what do they do?

assess situation, determine needs, presents how to satisfy needs, gets order

types of sales jobs: order taking

causal role, straigh rebuying

types of sales jobs: missionary sales

support role, may not actually take the order

creative selling

skilled

order taking

casual

missionary sales rep

support

personal selling and pr: who has the best source of pr?

sales rep

how do sales people affect personal selling and pr?

they represent the company and create goodwill

quantitiative measures of sales results: order

number, average order size

quantitative measures: sales volumes

dollars, units, consumer type, product category market share

quantitative measures: margins

gross and net profit by customer and category type

quantitative meausres: customer accounts

new accounts, lost accounts

quantitative measures: sales calls

number made on current and potential new customers, time spent per call

quantitative measures: selling expenses

per sales call, percentage of sales volume, percentage of sales quota

quantitative selling: customer service

number of service calls, delivery costs per unit sold, displays

qualitative measures include

customer feedback, selling skills, sales related activities

what do you test when you meaure advertising effectiveness?

source facotrs, message variable, media strategies, budgt decisions

where do you test when you test advertising effectiveness

labratory tests or field tests

how do you test when you test advertising effectiveness?

test guidelines, appropriate tests

when do you test advertising effectiveness?

pretesting and posttesting

what is the objective of concept testing?

explores consumers responses to ad concepts expressed in words, picutres or symbols

one common way of testing concept is what?

focus group

whaen is concept testing don ein a study?

early on

what improved corporate loyalty for apple?

trust

About this deck

By: Lindsey Kussmaul
Created: 2010-04-29
Size: 80 flashcards
Views: 10

About StudyBlue

“I have been getting MUCH better grades on all my tests for school. Flash cards, notes, and quizzes are great on here. Thanks!”
Kathy