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Flashcards for Promotion and Digital Marketing Final Exam Review
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Promotion
Any form of communication a business uses to inform, persuade, or remind.
Promotional Mix
The combination of promotional strategies (advertising, personal selling, sales promotion, public relations, direct marketing) a business uses to reach its goals.
Advertising
Paid, non-personal promotion using mass media (e.g., print, broadcast, online, specialty).
Public Relations/Publicity
Activities that create a favorable image for a company or brand; influences public perception.
Personal Selling
Face-to-face communication aimed at convincing someone to buy.
Sales Promotion
Short-term incentives (trade or consumer) to encourage purchases (e.g., coupons, contests).
Direct Marketing
Marketing directly to a specific group (e.g., emails, texts, direct mail).
AIDA Model
Attention → Interest → Desire → Action
Marketing Mix (4Ps)
Product, Price, Place, Promotion
5th P
People
One-to-Many Marketing
Indirect messaging to large groups (e.g., TV ads).
One-to-One Marketing
Personalized messages tailored to individual consumer behavior.
Social Media Marketing
Engaging consumers online through platforms like Instagram, TikTok, etc.
Content Marketing
Sharing useful, interesting content to attract and retain customers.
SEO (Search Engine Optimization)
Increasing visibility of a site in search results.
Organic Reach
Unpaid content/views gained naturally on social media.
Inbound Marketing
Attracting customers through content and interactions.
Outbound Marketing
Reaching customers through traditional advertising.
Return on Investment (ROI)
Measures profit relative to the cost of marketing.
Word of Mouth (WOM)
Encouraging people to talk about a brand.
Buzz Marketing
Viral marketing that generates excitement and chatter.
Stakeholders
People/parties affected by or affecting a business.
Stakeholder Categories
Customers, employees, investors, suppliers, community, government.
Customer Feedback
Input from customers that influences business strategy and brand loyalty.
Influencer/Celebrity Impact
Increases awareness, drives short-term sales.
Brand Endorsements
Public approval of a product by a known figure.
Consumer Motivation
Internal drive to satisfy needs/wants.
Buying Behavior
The decision-making process during a purchase.
Extensive Decision-Making
High-cost or high-risk (car, house)
Limited Decision-Making
Moderate decisions (phone case, sneakers)
Routine Decision-Making
Frequent, low-cost (gum, soda)
Maslow’s Hierarchy of Needs
Resume
Summary of experience, skills, and education.
Cover Letter
A personalized message explaining interest in a position.
Thank You Letter
A follow-up expressing gratitude after interviews.
Branding
A combination of name, symbols, and design that identifies a product and differentiates it.
Brand
The perception of a product, service, or company in the consumer’s mind.
Brand Identity
Visual and emotional elements of a brand.
Visual Identity
Consistent use of visual elements (logo, typography, color, images).
Brand Guide
A set of rules for maintaining consistency in brand visuals.
Unique Value Proposition (UVP)
Why your product/service is better or different.
Red (Color Psychology in Branding)
Excitement, urgency
Blue (Color Psychology in Branding)
Trust, professionalism
Yellow (Color Psychology in Branding)
Cheerfulness
Green (Color Psychology in Branding)
Health, growth
Orange (Color Psychology in Branding)
Creativity
Purple (Color Psychology in Branding)
Luxury, wisdom
International Marketing
Adapting marketing strategies for foreign markets.
Domestic Marketing
Focusing on one local or national market.
Export Marketing
Selling products abroad with minimal customization.
Franchising
Granting rights to operate under a brand name internationally.
Joint Venture
Two businesses partner to enter a new international market.
Direct Investment
Full ownership/control of business operations in a foreign country.
Licensing
Letting another company produce and sell your product abroad.