Marketing Chapter 14&15

5 major promotion tools (1 of 5)

direct and digital marketing

any paid form of non personal presentation and promotion of ideas, good, or services by an identified sponsor

advertising

the use of short term actives to encourage the purchase or sale of a product or services

sales promotion

promotion category=______ use of displays, discount, coupons and demonstrations

sales promotion

includes sales presentation trade shows and incentives programs

personal selling

in addition to specific marketing requires ___ for the greatest impact

promotion, product, price, place to be coordinated

changes to the marketing model include that consumers are changing and better informed that marketing strategies and are moving to

digital technologies

today’s consumers do not need to reply on market’s supplies that product and services because they can use ___ to seek out wealth of information

internet

shifting away from mass marketing, markets are developing ______

focus on marketing programs

specialize in highly targeted media selection that an advertiser might us to reach segmentors with personal networks

online social networks

companies are doing less (1)_____ and more (2)_____=

1\.mass marketing

2\.digital marketing

digital marketing has several categories which is the fastest

mobile

the key to ____ traditional mass media with online mobile in social media is best engaged to costumers the message and enhance

integrate

markets might view themselves as _____

content marketing managers

companies often fail to integrate their messages to consumer because ____

communications often come from different parts of the company

integrated marketing communications require a company’s mass media to all

deliver a clear, consistent, and compelling message

advertising is used mostly used by____

business firms

the decision about impact and engagement fall into ____ decisions

media

an advertising is classified by a primary purpose which is to inform, persuade or ______

remind

advertising objectives should be based on marketing mix, positioning and

past decisions about the target market

advertising is a good way to _______, inform, persuade

engage

which of the following is an objective of information advertising

suggest new uses for a product

becomes more important as competition increases with this advertising it helps build selective demand

persuasive advertising

advertising war (competition)

comparative advertising

keeping a brand in the customer’s mind during the off seasons is mostly likely a goal in ___ advertising

reminder

after determine a company in developing

set an advertising budget

brands in a market with many competitors in high advertising clutter must ____

be advertising more heavily to noticed in the market-place

when the product differs greatly from competitors

advertising can point out differences to consumers

product placement in tv programs and movies is an example of

branded entertainment

the first step in creating an effective advertising message is

planning a message strategy

developing an effective message strategy is identifying ____

consumer benefits

after creating a message strategy statement and advertiser must develop a compelling____

creative concept

the advertiser must find the best approach, style, word, format and _____

tone

an illustration, headline, and a copy are the 3 ___ elements of advertising

format