Promotion mix 3

What is Public Relations primarily aimed at?

Building good relations with the company’s various publics by obtaining favorable publicity and managing the corporate image.

List three functions of Public Relations.

Press Relations, Product Publicity, Public Affairs.

What is one advantage of Public Relations over advertising?

Public Relations has greater credibility than advertising.

Name two tools used in Public Relations.

News and Special Events.

What communication mode is used in Public Relations?

Usually indirect and non-personal.

What defines a Salesperson?

An individual acting for a company by performing activities such as prospecting and servicing.

What are some names for salespeople?

Agents, Sales Consultants, Sales Engineers, Account Executives.

What are traits of successful salespeople?

Enthusiasm, Patience, Initiative, Self-Confidence.

What is the first step in the Personal Selling Process?

Prospecting and qualifying.

What is one benefit of Direct Marketing for buyers?

Convenient and easy to use.

Describe one benefit of Direct Marketing for sellers.

It allows for targeting of small groups or individuals with customized offers.

What types of information are stored in customer databases for Direct Marketing?

Customer profile, purchase history, and detailed information.

What platforms can Direct Marketing take place on?

Online marketing, Telemarketing, Direct-mail marketing.

What is Telemarketing used for?

Used in both consumer and B2B markets, can be outbound or inbound.

What does Direct-Mail Marketing involve?

Sending an offer or announcement to a person at a specific address.

What is the expected sales for Catalog Marketing in 2008?

$175 billion.

What new trends are emerging in Direct-Mail Marketing?

Using fax, mail, e-mail, and voice mail.

What are the characteristics of Integrated Direct Marketing?

Carefully coordinated multiple-media, multiple-stage campaigns.

List one ethical issue in Direct Marketing.

Deception or invasion of privacy.

What does the AIDA Concept outline?

The process for achieving promotional goals in stages of consumer involvement.

What are the four stages of the AIDA Model?

Attention, Interest, Desire, Action.

How effective is Public Relations in creating awareness compared to Advertising?

Public Relations is very effective for creating awareness.

What is the communication mode in Personal Selling?

Direct and face-to-face.