Marketing Exam III (FALL2025)

Promotional Strategy

a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion

Bad PR

Loss of control, timing, and the message itself.

(isn't ALWASY a bad thing, it still keeps you in the news)

Competitive Advantage

an advantage over competitors gained by offering greater customer value, either by having lower prices or providing more benefits that justify higher prices

What is promotional strategy used for?

to spike sales and to persuade, like, buy, or familiarize someone w/ brand

Channel/Media

the means by which a message is communicated

Channel/Media Examples

Billboard

Social media

TV

Radio

Introductory stage

the full-scale launch of a new product into the marketplace

&

Introducing customers into a product or service

Growth Stage

the second stage of the product life cycle when sales typically grow at an increasing rate, many competitors enter the market, large companies may start to acquire small pioneering firms, and profits are healthy

competitive advantage strategies implemented in this stage

Maturity Stage

a period during which sales increase at a decreasing rate

(sales flatten)

Public Relations

building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events

Brand Advertising

Focused on long-term brand identity and image

(does NOT have prices on the ad)

Advertising is...

Is a one-way mass communication

institutional advertising

designed to enhance a company's image....(brand)

comparative advertising

a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes

examples: Accord and Camry

Media Planning

Decisions made on what type of media will be used and costs ofcampaigns to reach target market

cooperative advertising

an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand

infomercial

A full-length TV program devoted exclusively to promoting goods or services.

(long, boring, random items, unpersuasive, always at weirdest times)

point of purchase display

- encourages impulse buying

- examples:

gum

cereal poster in a grocery store

reach

the number of different people or households exposed to an advertisement

frequency

a strategy that uses the number of times a consumer is exposed to a message to build brand recognition and drive sales