Marketing Promotion and Advertising

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Questions and Answers

What is one purpose of promotion in marketing?

To remind customers of the product, image, or idea (correct)

To confirm the product's quality

To conduct market research

To inform customers about new industry regulations

Which element is NOT a part of the promotional mix?

Supply chain management (correct)

Sales promotion

Public relations

Direct marketing

What describes the promotional mix?

A combination of marketing communications channels used to convey messages (correct)

A comparison of competitors' promotional activities

A fixed marketing budget for advertising

A detailed pricing strategy for products

Which factor does NOT typically affect the selection of a promotional mix?

Product compatibility with family lifestyles Signup and view all the answers

Which method could Katie use to attract new customers for her dog-care business?

Classified advertisement Signup and view all the answers

Which of the following is NOT an advantage of sales promotion?

Delivering complicated messages Signup and view all the answers

What is a potential negative consequence of relying heavily on sales promotions?

Development of a 'no bonus, no buy' attitude Signup and view all the answers

Which factor is critical for effective blended promotional strategies?

Reinforcing the same message Signup and view all the answers

Sales promotion activities primarily serve to achieve which of the following?

Stimulate customer purchases Signup and view all the answers

What is one disadvantage of advertising?

Often tuned out Signup and view all the answers

What role does the promotional mix play in a business's marketing strategy?

It is key to obtaining and retaining customers. Signup and view all the answers

In what situation does advertising work best?

When product awareness is low Signup and view all the answers

Which element of the promotional mix is characterized by personalized communication?

Personal selling Signup and view all the answers

What advantage does personal selling have over advertising?

Immediate feedback Signup and view all the answers

What is a key disadvantage of publicity?

There is little control over it Signup and view all the answers

Which of the following statements about publicity is correct?

It builds goodwill for a business Signup and view all the answers

What is a common characteristic of personal selling?

Planned and personalized communication Signup and view all the answers

Which promotional mix element is best tailored for complicated messages?

Personal selling Signup and view all the answers

Which type of product typically requires more consideration by consumers before purchasing?

Shopping products Signup and view all the answers

What is a key factor that influences the promotional mix according to the target market considerations?

Geographic location of customers Signup and view all the answers

During which stage of the product life cycle is a product most likely to see high promotional efforts to build awareness?

Introductory stage Signup and view all the answers

Which distribution channel strategy focuses on pushing products through intermediaries?

Push strategy Signup and view all the answers

What company consideration may affect its promotional mix the most?

Available funds Signup and view all the answers

How has mobile technology impacted advertising strategies?

It enables targeted promotions based on user behavior. Signup and view all the answers

What concern arises when companies target customers using their habits tracked via technology?

Ethical implications regarding privacy Signup and view all the answers

Which type of product is typically not actively sought by consumers until a need arises?

Unsought products Signup and view all the answers

Study Notes

Promotion's Purpose

To inform customers about a product, image, or idea
To persuade customers to buy or form an opinion
To remind customers about the product, image, or idea

Promotional Mix

A specific blend of marketing communication channels
Businesses use it to send messages to customers

Promotional Mix Elements

Advertising
Personal selling
Publicity
Sales Promotion

Advertising

Any paid form of nonpersonal presentation of ideas, images, goods, or services
It assigns a "face with a name" to a product
It encourages short-term sales
It builds product awareness
It develops a brand image

When Advertising Works Best

Product awareness is low
Product features are not obvious
Product needs to be differentiated from competitors' products
Discretionary incomes are high
Overall industry sales are rising

Advantages and Disadvantages of Advertising

A large audience in a broad geographical area can be reached
Cost per contact is low
Often tuned out
It must be seen multiple times to be meaningful
It is difficult to track results and effectiveness
Not good for complicated messages

Personal Selling

Determines client needs and wants
Planned, personalized communication
Influences purchasing decisions
Enhances future business opportunities

Advantages and Disadvantages of Personal Selling

Immediate feedback and flexibility
Viewed as more credible
Ideal for complicated messages and highly specialized, technical products
Most effective form of promotion but also the most expensive

Publicity

An identity-building tactic
Nonpersonal presentation of ideas or products
Not paid for by the company who benefits

Advantages and Disadvantages of Publicity

Viewed as more credible
It is seen as news
Builds goodwill and a positive image for a business
It is non-personal with little or no direct interaction
Businesses have little control over publicity

Sales Promotion

Promotional activities, other than advertising, personal selling, and publicity that stimulate customer purchases

Advantages and Disadvantages of Sales Promotion

It is measurable
Low cost per exposure
Attracts new customers and generates excitement
Encourages quick responses
It provides added value
It helps boost repeat purchases
Helps to sell older stock
May help to extend declining product's life cycles
Short-term in nature
Not good for delivering complicated messages
Can cheapen a company’s image
May cause customers to develop a "no bonus, no buy" attitude

Importance of the Promotional Mix

Plays a key role in obtaining customers
Enables businesses to communicate effectively with customers
Drives sales

Blended Promotional Strategies

Marketers combine elements of the promotional mix
Examples include sponsorship and guerilla marketing

Factors Affect The Selection of A Promotional Mix

Product being sold
Target market
Channels of distribution
The company itself

Product Considerations

Type of product
- Convenience products
- Shopping products
- Specialty products
- Unsought products
Stage of product life cycle
- Introductory Stage
- Growth Stage
- Maturity Stage
- Declining Stage

Target Market Considerations

Type of customer
Number of customers
Geographic location of customers

Distribution Channel Considerations

Multiple intermediaries
Direct to ultimate consumer
Promotional strategies
- Push
- Pull

Company Considerations

Historical perspective
Available funds
Competition

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Description

Test your knowledge on marketing promotions, the promotional mix elements, and the effectiveness of advertising. This quiz covers the strategies used to inform, persuade, and remind customers about products and services. Dive into the advantages and disadvantages of advertising to enhance your understanding.