33:011:100 Chapter Notes - Chapter 13: Channel (Communications), Fixed Cost, Pharmaceutical Industry

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raspberryhamster349

10 Mar 2016

School

Rutgers University

Department

Administrative Studies

Course

33:011:100

Professor

Professor Reaves

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Document Summary

Promotion is the function of informing, persuading, and influencing a purchase decision. Primary demand: consumer desire for a general product category. Selective demand: a desire for a specific brand. Integrated marketing communications (imc): coordination of all promotional activities. Media advertising, direct mail, personal selling, sales promotion, and public relations in order to produce a unified, customer-focused message. Must take a broad view and plan for all form of customer contact. Create unified personality and message for the good, service, or brand. Elements include personal selling, advertising, sales promotion, publicity, and public relations. Promotional mix- combination of personal and non-personal selling components designed to meet the needs of their firm"s target customers and effectively and efficiently communicate its message to them. Can be face to face, or can over the phone. Personal selling: basic form of promotion: a direct person-to-person promotional. Non-personal selling- advertising, sales promotion, direct marketing, and public.

Related Questions

match the element of promotion mis it is referring whether it is a pro or con. drap and drop each item into the correct spot on the chart.

IBM-understands that this element requires more expenditire to reach more customers.

Walmart-Unsure of the outcome of the message

Xerox- has the ability to make adjustments based on immediate feedback from the customer

Toyota-consumer often delays purchase in anticipation of implementation of this element

Geico- requires ample production expenses

Dell- complements all other promotional activities, helps reduce inventories of soon-to-be replaced product lines

Hertz-allows managers wide variety of creative solutions

At&T-requires customer information to be effective/considerable time.resources

Promotion Mix Elements Pro Con

Advertising

Sales promotion

Public relations

Personal selling

Direct marketing and

interactive marketing

Â· Question 1

Transtar, a sportswear equipment manufacturer, releases a new line of energy drinks called VitaZing. The television ad for the energy drink shows people jogging, working out in a gym, and doing aerobics. The actors then take a break to drink VitaZing, which visibly re-energizes them and leads them to continue exercising. Which advertising style is most likely used in the VitaZing ad?

Answers:	lifestyle
	personality symbol
	technical expertise
	testimonial evidence
	scientific evidence

Â· Question 2

Crest toothpaste has used a ________ style of advertising to convince buyers that Crest is better than other brands at fighting cavities.

Answers:	mood or image
	fantasy
	scientific evidence
	technical expertise
	testimonial evidence

Â· Question 3

Rather than just creating and placing "TV ads" or "print ads" or "Snapchat branded story ads," many marketers now view themselves more broadly as ________ managers.

Answers:	integrated marketing communication
	content marketing
	multi-media marketing
	social media marketing
	direct marketing

Â· Question 4

In the competitive-parity method of setting an advertising budget, the budget is set based on ________.

Answers:	a percentage of current sales
	the amount spent by similar companies in the same industry
	a percentage of future sales
	objectives set by the company and the cost required to accomplish them
	the total revenues that a company makes

Â· Question 5

Which statement is most likely true about the affordable method of setting an advertising budget?

Answers:	Spending on advertising is calculated after operating expenses and capital outlays are deducted from total revenues.
	Spending on advertising is calculated based on the financial objectives a company wishes to accomplish.
	Spending on advertising is based on a competitor's advertising outlays.
	Spending on advertising is based on a predetermined percentage of current or forecasted sales for the year.
	Spending on advertising is calculated as a percentage of the unit sales price.

Â· Question 6

________ aims to make ads and brand content so engaging or useful that people want to watch them.

Answers:	subliminal advertising
	branded entertainment
	social advertising
	advertainment
	infotainment advertising

Â· Question 7

Power Pro, a leading manufacturer of lawn and garden equipment, releases a new line of cordless, lightweight, electric weed trimmers. To boost sales, Power Pro issues a 50 percent off coupon to the first 100 buyers at all Home Depot stores in the Northeast. Which element of the promotion mix has Power Pro used in this scenario?

Answers:	public relations
	personal selling
	sales promotion
	advertising
	crowdsourcing

Â· Question 8

Surf's Up, a family-owned business, offers a free surf lesson with the purchase of any surfboard over $200 during May. This is an example of which promotion mix element?

Answers:	direct and digital marketing
	sales promotion
	personal selling
	public relations
	advertising

Â· Question 9

Which of the following best describes the term "Madison and Vine"?

Answers:	voicing social concerns through advertising
	using social media for advertising a brand
	merging advertising with entertainment
	emphasizing reach over impact in advertising
	utilizing the slice of the lifestyle of advertising

Â· Question 10

A company that uses telephone marketing to sell its products to customers is most likely using the promotion tool of ________.

Answers:	merchandising
	retailing
	public relations
	advertising
	direct and digital marketing

turquoiseraccoon399

Marketing Mix (4 P): Product - overall product positioning, Product positioning, Product design considerations, Scope of product line

Price pricing strategy, What is the pricing objective and strategy; skimming, penetration, market holding, cost plus, etc., Currency fluctuations/exchange rates, Inflation within the country, Government controls, Ethical consideration with the price of the product

Distribution Channels: Distribution channels to use: An established channel within the country, Must motivate the existing distribution channel to sell your product, Build your own channel

Global Digital Promotional Strategy Integrated Marketing Communication

Identify the digital IMC plan that works best for the marketing mix and strategy. Come up with a digital communication strategy and present the practical implementation of it.

What is the One Voice Communication message (copy or written slogan)?

How will you represent this message (visual)?

How will you digitally communicate your marketing message to your target market? Digital strategy for each promotional area used in your IMC.

Campaign Timeline visual representation of the integration of tactical executions in a Timeline!

Advertising Paid Media, Display Ads, Rich Media Ads, E-Mail advertisements, Text Link Ads

33:011:100 Chapter Notes - Chapter 13: Channel (Communications), Fixed Cost, Pharmaceutical Industry

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