Business 102: Principles of Marketing Ch 10. Promotion, Advertising and Public Relations

Communication

the process by which we exchange or share meanings through a common set of symbols

Mass Communication

the communication of a concept or message to a large audience

Interpersonal communication

direct, face-to-face communication between two or more people

Sender

a marketing manager, advertising manager, or advertising agency who is the creator of the communication message

Encoding of the Message

a process where the sender’s message or ideas are put into some type of words or signs

Message Channel

…communication mediums, including everything from a radio to a newspaper, or even a facial expression

Noise

…interferes with, distorts or changes the transmission of the informational message

Receiver

…the person who decodes the message and is usually the consumer

Decoding

the interpretation of the language and symbols sent by the source through a channel

Feedback

the receiver’s response to their message

Comparing sales increase percentage before and after a promotional campaign is a part of the _____ process.

1. Decoding

2. Receiving

3. Interpretation

4. Feedback

Feedback

Sugar Rush's most recent television commercial focuses on the company's new candy, called Jolt. Which part of the communication process does the advertising agency that developed the television commercial for Jolt fall into?

1. Receiver

2. Sender

3. Decoder

4. Channel

Sender

Which of the following is an example of a mass communication marketing effort?

1. House call for a product demo and sale

2. A radio advertisement

3. Customized google ads

4. Elevator pitch to a high net-worth individual

A radio advertisement

A billboard at a major intersection is an example of the _____ part of the communication process.

1. receiving

2. decoding

3. sending

4. encoding

encoding

Evaluate what interferes, distorts, or changes the transmission of the informational message.

1. Decoding Process

2. Encoding Process

3. Noise

4. Interpretation

Noise

Educate? Persuade? Remind?

…message that reminds consumers about why they should buy or continue to buy certain products

Informing

convert a consumer need into interest in a anew product

Brand Switching

persuading consumers to leave their current candy brand and try a new company’s products

Reminding

created to trigger a mental reminder to purchase the product

What does a company use as a promotional goal that makes consumers choose one brand over its competition?

1. They remind the consumer about their brand to make them switch brands.

2. They use humor to convince them to switch brands.

3. They educate the consumer to make them switch brands.

4. They use persuasion to convince the consumer to switch brands.

They use persuasion to convince the consumer to switch brands.

The Janson Corporation has been open for less than a year. Why would it need to do an informative promotion?

1. To convert a consumer's need into an interest for its new product

2. To let the customer know they have been around for centuries

3. All answers are correct.

4. To make consumers choose one brand over the competition

To convert a consumer's need into an interest for its new product

Why do businesses use a promotional message when products are very well established?

1. To educate consumers about how the product is used

2. To compare the product with its competitors

3. To remind consumers about the company

4. To inform consumers about the new company

To remind consumers about the company

How is brand switching utilized in a business?

1. Informing consumers about alternate products

2. Persuading consumers to leave their current brand

3. Reminding consumers about the competition

4. Reminding consumers why your product is better

Persuading consumers to leave their current brand

A company that has made and sold ketchup for over 100 years would be best suited to have what type of promotional goal?

1. Persuade

2. Reminder

3. Compare

4. Educate

Reminder

Promotional Mix

the goal of promotion is to have the consumer purchase a product or service

• advertising

• sales promotion

• personal selling

• public relations

The AIDA Model

it is the various stages that a consumer moves through when confronted with a promotional message

• attention

• interest

• desire

• action

Interest

awareness of a product does not always mean interest in the product

Early Adopters

• consumers who are the first to buy a product: hence, other consumers depend on them for product service

• consumers with large, disposable income

• a celebrity (or ninja)

• an average, deeply interested consumer

Desire

promotions try to bring exclusivity or special brand bonuses that the consumer will get by purchasing their product

Action

when the consumer takes part in a conative thinking sequence

The AIDA concept explains the various stages that a consumer moves through when confronted with a promotional message. The acronym stands for:

1. Awareness, Involvement, Desire, Action

2. Action, Information, Desire, Action

3. Awareness, Information, Desire, Action

4. Attention, Interest, Desire, Action

Attention, Interest, Desire, Action

What is an early adopter?

1. A product that goes out of favor quickly.

2. A consumer who writes reviews of products online.

3. The first consumers of the product who can offer advice to other consumers.

4. A consumer who rushes out to buy every new product.

The first consumers of the product who can offer advice to other consumers.

Which of the following would a marketer do in order to get the consumer's attention?

1. Use teaser ads

2. Use large visual ads to get consumers to enter a shop

3. Use the sense of smell to attract consumers to a food product

4. All of the answers are ways to get consumers' attention

All of the answers are ways to get consumers' attention

How do marketers get consumers who desire the product to take the final action step and buy?

1. They can create a teaser ad for TV

2. Do nothing since marketers have little control over this step

3. They can offer a permanent lower price

4. Use effective in store promotions and a price drop

Use effective in store promotions and a price drop

What is the main way marketers create a desire for their product?

1. Showcase the unique features and extras their product has

2. Post large visual ads and displays in stores

3. Ask early adopters to create positive word of mouth

4. Offer deep price discounts over close competitors

Showcase the unique features and extras their product has

Integrated

• marketing communication message

• the message reaching the consumer should be the same even if it is from a television ad, magazine article, coupon or social media site

Promotional Mix

• Advertising

• Public relations

• Personal selling

• Sales promotion

(IMC) Integrated Marketing Communications

the plan is a coordination of all promotional messages for a product or service to ensure consistency