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Module 6: Marketing Management P2

37 flashcardsby AngelicE
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1
any paid form of nonpersonal presentation and promotion of ideas, goods or
services by an identified sponsor
Advertising
2
T or F: Advertisting is a form of promotion but not all promotions are advertising
True!
3
oral presentation in a conversation with prospective customers for the purpose of making a sale
Personal Selling
4
Non-personal stimulation of demands by providing commercially significant news about the product or serviceor thehat a
Public Relations
5
the activities that increase demand/sales. a direct inducement offering an extra incentive to take actions, be it to buy the product or service or to inquire about further information
Sales Promotion
6
any promotion that is not paid for that can be negative or positive
Publicity
7
Advertising Criticisms
  • Result in a vicious circle of spending among competitors
  • Make consumers purchase things they don’t want or can’t afford
  • Lots of ads contain misleading information
  • Consumers pay for the ads resulting in higher prices of products
  • Give the larger chains an unfair advantage
8
Give me 3 examples of media used for advertising
• Print (newspaper, magazines)
• Radio
• Television
• Direct mail
• Outdoor (posters, painted bulletins, billboards, neon signs, etc.)
• Brochures
• Supplemental media (novelty items given for free or sold to customers)
9
constant amount of advertising over time
Continuous Media Scheduling
10
schedule set-up in spurts and stops; blitz ad w/ nothing in between
Flighting Media Scheduling
11
constant low level w/ blitz ads in-between
Pulsing Media Scheduling
12
How many seconds for introduction for 60-sec radio commercial
5-10 secs
13
How many seconds for Commercial copy for 60-sec radio commercial
30-40 secs
14
How many seconds for Recap of pertinent pt. for 60-sec radio commercial
5 to 10 secs
15
How many seconds for Musical Logo for 60-sec radio commercial
5 to 10 secs
16
Time Number of Words/Copy
10 sec:
20 sec:
30 sec:
60 sec:
Time Number of Words/Copy
10 sec: 25-30 words
20 sec: 45-50 words
30 sec: 65-70 words
60 sec: 125-135 words
17
“You’ll love our 42-item salad bar”; “It’s fast or it’s free”
Direct promise headline
18
“Grand Opening- Feb. 14”
News headline
19
“Who says you can’t get something for nothing?”
Curiosity headline
20
“To all single women”
Selective headline
21
“Mother’s Day– What have you done for your mom lately?”
Emotional headline
22
TV Commercial
preparing a menu, banquet in progress
Demonstration
23
TV Commercial
1 person narrating
Straight announcer
24
TV Commercial
word-of-mouth; uses a series of satisfied customers
Testimonial
25
TV Commercial
“What should you give your GF for her birthday?”
Problem solving
26
TV Commercial
“Karen po!”; “Break muna direk!”
Storyline
27
visual effect of products backed w/ appropriate music
Musical Commercial
28
For the direct mailing list, what is the AIDA Principle?
Attention, Interest, Desire, Action
29
For the direct mailing list, what is the acceptable response rate? outstanding?
1-2%, 5%
30
select good prospects before investing
Prospecting and qualifying
31
initial & subsequent contacts (by phone or personal visit); AIDA principle
Planning & delivering sales presentations
32
price, product, service, pressure to decide, individual sales manager
Overcoming objections
33
“YES” series
Continuous affirmation
34
“name dropping”
Prestige or status close
35
assume that you have a deal
Assumptive close
36
for future confirmation
Hanging closure
37
What are the objectives of promotions?
  • Increase customer awareness
  • Combat competition
  • Increase customer count
  • Encourage present customers to buy more
  • To stimulate demand in non-peak periods
  • Introduce new products and services
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