PI

1. Explain the role of promotion as a marketing function (PR:001)

• Definition: Promotion is a key marketing function that communicates information about products, services, images, or ideas to influence consumer behavior and achieve business objectives.

• Answer: Promotion generates awareness, creates interest, builds brand image, persuades consumers to purchase, and supports overall sales and marketing strategies.

2. Explain the types of promotion (i.e., institutional, product) (PR:002)

• Definition:

• Institutional Promotion: Focuses on promoting the overall image, goodwill, or reputation of an organization.

• Product Promotion: Aims to highlight specific products or services to increase sales or market share.

• Answer: Institutional promotion builds brand credibility, while product promotion drives immediate sales.

3. Identify the elements of the promotional mix (PR:003)

• Definition: The promotional mix includes tools used to communicate with target audiences: advertising, sales promotion, personal selling, public relations, and direct marketing.

• Answer: These elements work together to deliver a consistent and persuasive message to achieve marketing goals.

4. Describe the use of business ethics in promotion (PR:099)

• Definition: Ethical promotion ensures honesty, fairness, and responsibility in advertising and promotional activities.

• Answer: Ethical promotion builds consumer trust, avoids deceptive practices, and aligns with legal and societal standards.

5. Describe the use of technology in the promotion function (PR:100)

• Definition: Technology enhances promotional efforts through digital platforms, data analytics, social media, email marketing, and automation tools.

• Answer: Technology enables precise targeting, cost efficiency, real-time engagement, and measurement of promotional effectiveness.

6. Describe the regulation of promotion (PR:101)

• Definition: Regulatory bodies and laws govern promotional practices to prevent misleading, harmful, or unethical advertising.

• Answer: Compliance with regulations like FTC guidelines ensures transparency and protects consumer interests.

7. Explain types of advertising media (PR:007)

• Definition: Advertising media include traditional platforms (TV, radio, print, outdoor) and digital channels (social media, search engines, websites, mobile apps).

• Answer: The choice of media depends on the target audience, message, and budget.

8. Describe word-of-mouth channels used to communicate with targeted audiences (PR:247)

• Definition: Word-of-mouth (WOM) channels involve consumers sharing experiences about a product or service organically or through influencer marketing.

• Answer: WOM builds trust and credibility through personal recommendations and social proof.

9. Explain the nature of direct marketing channels (PR:089)

• Definition: Direct marketing channels deliver promotional messages directly to consumers via email, mail, phone, or SMS.

• Answer: These channels provide personalized communication and measurable results.

10. Identify communications channels used in sales promotion (PR:249)

• Definition: Sales promotions are communicated through point-of-sale displays, coupons, contests, email campaigns, and digital ads.

• Answer: These channels encourage short-term engagement and purchases.

11. Explain communications channels used in public-relations activities (PR:250)

• Definition: Public relations (PR) utilizes press releases, media coverage, social media, and events to build relationships and maintain a positive image.

• Answer: PR activities help convey key messages to both internal and external stakeholders.

12. Explain the components of advertisements (PR:014)

• Definition: Key components include headline, body copy, visuals, call-to-action, logo, and contact information.

• Answer: Each component serves to attract attention, inform, and persuade the audience to take action.

13. Explain the importance of coordinating elements in advertisements (PR:251)

• Definition: Coordinated elements ensure consistency in tone, message, and branding across all advertisement components.

• Answer: Consistency enhances clarity, strengthens the brand message, and avoids consumer confusion.

14. Identify types of public-relations activities (PR:252)

• Definition: PR activities include press releases, media interviews, sponsorships, crisis management, and community involvement.

• Answer: These activities build goodwill and foster positive relationships with stakeholders.

15. Discuss internal and external audiences for public-relations activities (PR:253)

• Definition:

• Internal Audiences: Employees, shareholders, and management.

• External Audiences: Customers, media, government, and community.

• Answer: Effective PR addresses the needs and interests of both audiences to maintain trust and support.