Marketing Chapter 16: The Promotional Mix
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Questions and Answers

Which of the following are promotional elements? (Select all that apply)

  • Web-based (correct)
  • Product Placement
  • Advertising (correct)
  • Public Relations (correct)
  • Sales Promotion (correct)
  • Direct Marketing (correct)

    • What is the Promotional Mix?

    The combination of up to six of the promotional elements used to promote a product or business.

    What does Integrated Marketing Communications (IMC) insure?

    That all the promotional elements are working together to maximize impact in the marketplace.

    What is advertising?

    <p>A paid form of non-personal communication that is transmitted via mass media.</p> Signup and view all the answers

    What is Public Relations?

    <p>Building positive relations with the company's customers, investors, and community.</p> Signup and view all the answers

    What is the most common tool of PR professionals?

    <p>Publicity in the media.</p> Signup and view all the answers

    What is publicity?

    <p>Any form of non-paid coverage, good or bad, that is received from the media.</p> Signup and view all the answers

    What are the advantages of positive publicity?

    <p>It is free and provides third-party endorsement.</p> Signup and view all the answers

    Publicity is the same as Public Relations.

    <p>False</p> Signup and view all the answers

    What is personal selling?

    <p>The two-way flow of personal communication between a buyer and seller designed to influence a purchase decision.</p> Signup and view all the answers

    Where does personal selling take place?

    <p>In a retail environment or in a customer's home/office.</p> Signup and view all the answers

    Where is personal selling most common?

    <p>In B2B marketing.</p> Signup and view all the answers

    What is direct marketing?

    <p>Using advertising media to sell directly to consumers in a face-to-face environment.</p> Signup and view all the answers

    What is sales promotion?

    <p>Special incentives or programs that encourage purchases.</p> Signup and view all the answers

    Which of the following are examples of sales promotions? (Select all that apply)

    <p>Loyalty programs</p> Signup and view all the answers

    What is product placement?

    <p>Including products in a movie or television program.</p> Signup and view all the answers

    What does web-based marketing include?

    <p>Websites, blogs, and social media.</p> Signup and view all the answers

    Which method may also use web-based promotional tools like online advertising?

    <p>Advertising and direct marketing.</p> Signup and view all the answers

    What is social media?

    <p>Internet-based media where the users provide most of the content.</p> Signup and view all the answers

    Provide an example of Sears' promotional mix.

    <p>Advertising - newspaper ads; Sales Promotion - special offers; Direct Marketing - catalogs; Web-based - website.</p> Signup and view all the answers

    Provide an example of Apple's promotional mix.

    <p>Advertising - magazines and national TV; Personal Selling - Apple salespeople; Public Relations - maintains positive relationships.</p> Signup and view all the answers

    What are the strengths of advertising?

    <p>Can reach lots of prospects at a low cost per thousand people reached.</p> Signup and view all the answers

    What are the weaknesses of advertising?

    <p>May lack credibility, lots of ads competing for attention, may be hard to measure.</p> Signup and view all the answers

    What are the strengths of PR?

    <p>It is free and provides third-party endorsement from media.</p> Signup and view all the answers

    What are some weaknesses of PR?

    <p>No control over what is said and your information must be newsworthy to get coverage.</p> Signup and view all the answers

    What are some strengths of personal selling?

    <p>Face-to-face is the most powerful way to sell and build relationships; best for bigger ticket sales.</p> Signup and view all the answers

    What are some weaknesses of personal selling?

    <p>Most expensive in terms of cost per contact.</p> Signup and view all the answers

    What are some strengths of direct marketing?

    <p>Can reach lots of prospects at a low cost per thousand people reached; very measurable in terms of ROI.</p> Signup and view all the answers

    What are some weaknesses of direct marketing?

    <p>Lots of ad competition.</p> Signup and view all the answers

    What are some strengths of web-based marketing?

    <p>Little cost; allows customers to easily respond and interact; usually easy to measure responses.</p> Signup and view all the answers

    What are some weaknesses of web-based marketing?

    <p>Growing online competition.</p> Signup and view all the answers

    Study Notes

    Promotional Elements

    • Includes: Advertising, Public Relations, Personal Selling, Sales Promotion, Direct Marketing, Web-based media.

    Promotional Mix

    • Refers to the strategic combination of the promotional elements utilized to promote a product or business.

    Integrated Marketing Communications (IMC)

    • Involves coordinating all promotional elements to convey a consistent message and appearance.

    IMC Benefits

    • Ensures that all promotional elements work in harmony to maximize market impact.

    Advertising

    • A paid, non-personal communication strategy delivered through mass media channels.

    Public Relations (PR)

    • Focuses on creating positive relationships with customers, investors, and communities through activities like charity support and public speaking.

    Publicity

    • A major tool for PR, consisting of non-paid media coverage, which can be either favorable or unfavorable.

    Advantages of Positive Publicity

    • Offers free visibility and benefits from third-party endorsements.

    Distinction between PR and Publicity

    • Publicity serves as a key PR tool but does not encompass the entirety of public relations.

    Personal Selling

    • Encompasses two-way communication aimed at influencing purchase decisions, mainly in retail or through outside sales.

    Personal Selling Environments

    • Common in retail settings (e.g., car dealerships) and B2B marketing contexts.

    Direct Marketing

    • Engages consumers directly through mediums like catalogs and internet infomercials in non-face-to-face situations.

    Sales Promotion

    • Involves special incentives designed to encourage purchases from consumers.

    Examples of Sales Promotions

    • Coupons, rebates, loyalty programs, contests, point-of-purchase displays, product placement in media.

    Product Placement

    • The strategic inclusion of products within movies or television shows for promotional purposes.

    Web-based Promotions

    • Comprises platforms such as websites, blogs, and social media to engage with consumers directly.

    Advertising and Direct Marketing Tools

    • May utilize web-based promotional strategies like online ads and email campaigns.

    Social Media

    • Internet platforms allowing user-generated content, including Facebook, Twitter, and YouTube.

    Example of Sears’ Promotional Mix

    • Utilizes newspaper ads for advertising, catalogs for direct marketing, and encourages interaction via its website and social media.

    Example of Apple's Promotional Mix

    • Involves magazine and national television advertising, personal selling through sales personnel, and maintaining positive PR.

    Strengths of Advertising

    • Allows access to a large audience at a low cost per impression.

    Weaknesses of Advertising

    • Risks lack of credibility, challenges in capturing attention amidst high competition, and difficulties in measurement.

    Strengths of Public Relations

    • Free media coverage with third-party endorsements adds credibility.

    Weaknesses of Public Relations

    • Limited control over media messages and requires newsworthy content to gain coverage.

    Strengths of Personal Selling

    • Provides powerful face-to-face interaction ideal for building relationships, especially for high-value sales.

    Weaknesses of Personal Selling

    • Costly compared to other promotional methods due to high expense per contact.

    Strengths of Direct Marketing

    • Reaches extensive audiences at a low cost with measurable return on investment (ROI).

    Weaknesses of Direct Marketing

    • Faces significant competition from numerous advertisements.

    Strengths of Web-based Promotions

    • Inexpensive, facilitates customer interaction, and typically easy to measure response effectiveness.

    Weaknesses of Web-based Promotions

    • Increased competition online leading to higher challenges in visibility.

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    Quiz Team

    Description

    Test your knowledge on key concepts from Chapter 16 of marketing, focusing on the promotional mix. This quiz covers essential elements like advertising, public relations, and integrated marketing communications (IMC). Get ready to engage with the strategies that drive effective promotions.

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