BM4513 Marketing - Lecture 5: Promotion

<p>It visually blends the brand content with the surrounding content. (B)</p> Signup and view all the answers

<p>Developing a compelling visual identity (A)</p> Signup and view all the answers

<p>Meaningful, believable, and distinctive (B)</p> Signup and view all the answers

<p>Depicting relatable scenarios where the product can solve common problems (A)</p> Signup and view all the answers

<p>Guerrilla Marketing (C)</p> Signup and view all the answers

<p>Engaging with better informed consumers (B)</p> Signup and view all the answers

<p>Maximize the impact on consumers (B)</p> Signup and view all the answers

<p>Extensive community engagement (D)</p> Signup and view all the answers

<p>A digital-first approach to marketing (D)</p> Signup and view all the answers

<p>By sharing messages across multiple channels (A)</p> Signup and view all the answers

<p>Advertising requires payment for space or time (D)</p> Signup and view all the answers

<p>Content marketing managers (B)</p> Signup and view all the answers

<p>Impact on consumers and end users (B)</p> Signup and view all the answers

<p>To foster and maintain good relationships with various publics (A)</p> Signup and view all the answers

<p>Sales forecasting (B)</p> Signup and view all the answers

<p>Lobbying (C)</p> Signup and view all the answers

<p>Advertising focuses on selling products directly to customers (C)</p> Signup and view all the answers

<p>By issuing timely and favorable public statements (A)</p> Signup and view all the answers

<p>Various stakeholders, including customers, communities, and investors (C)</p> Signup and view all the answers

<p>Creating and placing newsworthy information in the media (D)</p> Signup and view all the answers

<p>Fantasy (B)</p> Signup and view all the answers

<p>Alignment with cultural practices, such as gifting (D)</p> Signup and view all the answers

<p>A character or spokesperson (D)</p> Signup and view all the answers

<p>Scientific evidence (C)</p> Signup and view all the answers

<p>Mood or image (B)</p> Signup and view all the answers

<p>Musical (D)</p> Signup and view all the answers

<p>Determining reach, frequency, impact, and engagement (A)</p> Signup and view all the answers

<p>To persuasively communicate customer value and build relationships (A)</p> Signup and view all the answers

<p>Testimonial evidence (C)</p> Signup and view all the answers

<p>Market Research (A)</p> Signup and view all the answers

<p>Paid, nonpersonal presentations by an identified sponsor (A)</p> Signup and view all the answers

<p>Lifestyle (A)</p> Signup and view all the answers

<p>To engage the company’s various publics (C)</p> Signup and view all the answers

<p>Discounts and coupons (B)</p> Signup and view all the answers

<p>Engaging customers through face-to-face interactions (B)</p> Signup and view all the answers

<p>Creating a consistent message across channels (B)</p> Signup and view all the answers

<p>To establish brand awareness (B)</p> Signup and view all the answers

<p>Setting Advertising Objectives (C)</p> Signup and view all the answers

<p>Competitive-Parity Method (B)</p> Signup and view all the answers

<p>Billboards (A)</p> Signup and view all the answers

<p>Well-differentiated products may require less advertising. (C)</p> Signup and view all the answers

<p>To increase sales (B)</p> Signup and view all the answers

Advertisements that are entertaining or useful to the audience.

Incorporating a brand seamlessly into entertainment or content.

Ads that mimic the look and feel of regular content around them.

The distinct idea behind what is communicated to consumers.

Advantages that a product offers to its users, identified for messaging.

Different approaches for presenting a message in advertising.

A style that portrays relatable scenarios where a product solves a problem.

Characteristics of a message that make it memorable and convincing.

Content designed to capture attention and create memorable impressions.

Various ways ads are presented, including print, TV, radio, and online.

Goals of advertising, classified into informing, persuading, and reminding.

Budgeting based on what the company can afford.

Setting the ad budget as a percentage of sales revenue.

Budgeting to match competitors' advertising expenditures.

Determining the advertising budget based on specific objectives to achieve.

Elements that influence budget decisions like product life cycle, competition, and economy.

A blend of promotion tools used to communicate value and build relationships.

Paid nonpersonal promotion of ideas, goods, or services by an identified sponsor.

Activities aimed at engaging the company’s publics and building relationships.

Short-term incentives to encourage the purchase of a product or service.

Personal interactions by the sales force to engage customers and make sales.

Key elements in the promotion mix, including advertising, PR, sales promotions, and personal selling.

A strategy that ensures all forms of communications and messages are linked together.

Evolving methods and channels by which companies communicate with consumers.

A shift from mass marketing to focused marketing using digital technology.

Consumers can share brand information via the internet and social media.

Marketers prioritize digital channels to engage communities effectively.

A strategic approach ensuring consistent messaging across channels.

Marketers act as creators and sharers of brand messages.

Advertising requiring payment for media space or time.

Advertising aims to reach a large demographic and geographic audience.

Creating and placing newsworthy information in the media.

Publicizing specific products and brands to attract consumer interest.

Maintaining relationships with the community and public organizations.

Building relationships with legislators to influence laws and regulations.

Maintaining relationships with shareholders and the financial community.

Handling unfavorable rumors or occurrences affecting a company’s reputation.

Aiming to earn understanding and support by influencing opinions and behaviors.

Shows how a product fits within a consumer's way of life.

Creates an imaginative scenario to help consumers escape reality.

Builds a specific feeling around the product, using visuals and minimal text.

Incorporates songs or jingles to enhance engagement and memorability.

Uses a character or spokesperson to embody the brand's identity or values.

Highlights brand authority and knowledge with detailed demonstrations or explanations.

Utilizes data or research findings to validate product claims.

Features endorsements from real users or celebrities sharing their experiences.