Exam 17: Promotional Planning

The successful combination of advertising media depends on

Zoe has decided to start a personal shopper company in her metropolitan town of 250,000.She wants to concentrate on college professors at the small university she graduated from which has 85 professors employed full time.After deciding whether each medium would be acceptable,complete the following chart.Medium Acceptable? Why or Why not? Newspaper - Campus and Local Radio - Campus and Local Internet Others?

Match the term with its definition.Some terms may not be used. a.App b.E-mail promotion c.Hyperlink d.Mobile device e.Promotional mix f.Publicity g.Quick response (QR)code h.Sales promotion i.Social media j.Social networking -A blend of nonpersonal,personal,combined,and special forms of communication aimed at a target market

The problem with selling some items on the _________ is that the customer cannot see them.Which medium is considered to have a no visual treatment?

HubSpot,Inc.used a(n)______ to establish the company's platform of inbound marketing.

Most small businesses create their own promotional messages.

Match the term with its definition.Some terms may not be used. a.Advertising b.Blog c.Institutional advertising d.Social media e.Personal selling f.Product advertising g.Promotion h.Prospecting i.Publicity j.Sales promotion -Marketing communications that inform and persuade consumers

Inspiring Toys,a small manufacturer of educational toys,is formulating a budget for next year's promotional activities.What method should be considered to react to a short run promotional tactic done by Mattel?

Publicity is accurately described as free advertising.

While e-mail promotion provides a low-cost way to pinpoint customers and achieve response rates higher than those for banner ads,the issue of churning is a concern.

Inquiries by a potential customer that do not lead to a sale can still create what is known as a "promising prospect."

Match the term with its definition.Some terms may not be used. a.App b.E-mail promotion c.Hyperlink d.Mobile device e.Promotional mix f.Publicity g.Quick response (QR)code h.Sales promotion i.Social media j.Social networking -An inclusive term for any promotional technique other than personal selling and advertising that stimulates the purchase of a particular product or service

List and briefly explain the four common methods of earmarking funds for promotion.

Anne owns a small business dealing with industrial products.She currently uses personal selling extensively,but she wants to reduce her cost without losing exposure.Which promotional tool should she use?

Mary,a sales representative for a small cleaning business,asks current customers for names of friends,customers and other businesses that might be interested in the company's cleaning services.Mary is relying on ____ to identify potential customers.

An inducement to buy a certain product while typically offering value to recipients is

Match the term with its definition.Some terms may not be used. a.Advertising b.Blog c.Institutional advertising d.Social media e.Personal selling f.Product advertising g.Promotion h.Prospecting i.Publicity j.Sales promotion -A systematic process of continually looking for new customers

The "spending as much as the competition" method

The two basic types of advertising are ____,which makes potential customers aware of products and their need for them,and ____,which conveys an idea about the firm that produces the product.

The most cost-efficient mode of personal selling may be the use of a self-employed sales or marketing representative.