Promotion and Digital Marketing Flashcards

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Flashcards for Promotion and Digital Marketing Final Exam Review

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54 Terms

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Promotion

Any form of communication a business uses to inform, persuade, or remind.

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Promotional Mix

The combination of promotional strategies (advertising, personal selling, sales promotion, public relations, direct marketing) a business uses to reach its goals.

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Advertising

Paid, non-personal promotion using mass media (e.g., print, broadcast, online, specialty).

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Public Relations/Publicity

Activities that create a favorable image for a company or brand; influences public perception.

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Personal Selling

Face-to-face communication aimed at convincing someone to buy.

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Sales Promotion

Short-term incentives (trade or consumer) to encourage purchases (e.g., coupons, contests).

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Direct Marketing

Marketing directly to a specific group (e.g., emails, texts, direct mail).

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AIDA Model

Attention → Interest → Desire → Action

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Marketing Mix (4Ps)

Product, Price, Place, Promotion

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5th P

People

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One-to-Many Marketing

Indirect messaging to large groups (e.g., TV ads).

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One-to-One Marketing

Personalized messages tailored to individual consumer behavior.

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Social Media Marketing

Engaging consumers online through platforms like Instagram, TikTok, etc.

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Content Marketing

Sharing useful, interesting content to attract and retain customers.

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SEO (Search Engine Optimization)

Increasing visibility of a site in search results.

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Organic Reach

Unpaid content/views gained naturally on social media.

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Inbound Marketing

Attracting customers through content and interactions.

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Outbound Marketing

Reaching customers through traditional advertising.

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Return on Investment (ROI)

Measures profit relative to the cost of marketing.

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Word of Mouth (WOM)

Encouraging people to talk about a brand.

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Buzz Marketing

Viral marketing that generates excitement and chatter.

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Stakeholders

People/parties affected by or affecting a business.

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Stakeholder Categories

Customers, employees, investors, suppliers, community, government.

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Customer Feedback

Input from customers that influences business strategy and brand loyalty.

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Influencer/Celebrity Impact

Increases awareness, drives short-term sales.

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Brand Endorsements

Public approval of a product by a known figure.

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Consumer Motivation

Internal drive to satisfy needs/wants.

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Buying Behavior

The decision-making process during a purchase.

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Extensive Decision-Making

High-cost or high-risk (car, house)

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Limited Decision-Making

Moderate decisions (phone case, sneakers)

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Routine Decision-Making

Frequent, low-cost (gum, soda)

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Maslow’s Hierarchy of Needs

  1. Physiological 2. Safety 3. Belonging 4. Esteem 5. Self-actualization
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Resume

Summary of experience, skills, and education.

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Cover Letter

A personalized message explaining interest in a position.

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Thank You Letter

A follow-up expressing gratitude after interviews.

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Branding

A combination of name, symbols, and design that identifies a product and differentiates it.

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Brand

The perception of a product, service, or company in the consumer’s mind.

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Brand Identity

Visual and emotional elements of a brand.

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Visual Identity

Consistent use of visual elements (logo, typography, color, images).

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Brand Guide

A set of rules for maintaining consistency in brand visuals.

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Unique Value Proposition (UVP)

Why your product/service is better or different.

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Red (Color Psychology in Branding)

Excitement, urgency

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Blue (Color Psychology in Branding)

Trust, professionalism

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Yellow (Color Psychology in Branding)

Cheerfulness

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Green (Color Psychology in Branding)

Health, growth

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Orange (Color Psychology in Branding)

Creativity

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Purple (Color Psychology in Branding)

Luxury, wisdom

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International Marketing

Adapting marketing strategies for foreign markets.

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Domestic Marketing

Focusing on one local or national market.

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Export Marketing

Selling products abroad with minimal customization.

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Franchising

Granting rights to operate under a brand name internationally.

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Joint Venture

Two businesses partner to enter a new international market.

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Direct Investment

Full ownership/control of business operations in a foreign country.

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Licensing

Letting another company produce and sell your product abroad.