Marketing Promotion
Mktg 477 Exam #1
Major Topics
Note: the list below is not intended to be exhaustive – i.e., it does not cover every single topic that we have discussed in class to date. Instead, it is designed to give you a starting point from which to study. If you can’t find answers to the questions posed below, ask a classmate for his/her notes. Then, come and see me if you still have questions.
Know promotional lingo and buzzwords, and be able to apply them. For example, do you know what “spot TV” is? Can you explain why a “spot buy” would be less expensive than a “network buy?”
Make-goods: payback of additional advertising to an advertiser if for some reason a condition wasn’t met. Not free advertising
Examples of conditions:
When ad is preempted (news break, interruption)
Technical difficulties
A promised audience size (tv rating) was not delivered/met
If creative strategies of two ads are similar, could cause brand confusion
Tagline: a sentence or phrase often comes near the end of TV commercial or bottom of ad (for purposes of creating and/or reinforcing a brand image)
Madison Avenue: more than just a street in NY. Advertising industry
Spot TV: cost less and reach a less amount of people because they are made for specific area
What are the elements of IMC (i.e., the separate Promotional mix and Marketing mix elements)?
IMC: Integrated Marketing Communications. Involved coordinating the various promotional elements and other marketing activities that communicate with the firm’s consumer
Promotional mix elements:
Advertising
PR
Sales Promotion
Personal Selling/Direct Marketing
Marketing mix:
Promotion
Product: the package. Ex: little kids go for cereal with pretty pictures
Place/Distribution: what kind of store would product be sold in. Ex: Martha Stewart selling products at Kmart when Macys would better
Pricing: if you want to communicate quality, don’t give it a low price
ALL fits together to be a GOOD MIX
What are the major targets
Major Topics
Note: the list below is not intended to be exhaustive – i.e., it does not cover every single topic that we have discussed in class to date. Instead, it is designed to give you a starting point from which to study. If you can’t find answers to the questions posed below, ask a classmate for his/her notes. Then, come and see me if you still have questions.
Know promotional lingo and buzzwords, and be able to apply them. For example, do you know what “spot TV” is? Can you explain why a “spot buy” would be less expensive than a “network buy?”
Make-goods: payback of additional advertising to an advertiser if for some reason a condition wasn’t met. Not free advertising
Examples of conditions:
When ad is preempted (news break, interruption)
Technical difficulties
A promised audience size (tv rating) was not delivered/met
If creative strategies of two ads are similar, could cause brand confusion
Tagline: a sentence or phrase often comes near the end of TV commercial or bottom of ad (for purposes of creating and/or reinforcing a brand image)
Madison Avenue: more than just a street in NY. Advertising industry
Spot TV: cost less and reach a less amount of people because they are made for specific area
What are the elements of IMC (i.e., the separate Promotional mix and Marketing mix elements)?
IMC: Integrated Marketing Communications. Involved coordinating the various promotional elements and other marketing activities that communicate with the firm’s consumer
Promotional mix elements:
Advertising
PR
Sales Promotion
Personal Selling/Direct Marketing
Marketing mix:
Promotion
Product: the package. Ex: little kids go for cereal with pretty pictures
Place/Distribution: what kind of store would product be sold in. Ex: Martha Stewart selling products at Kmart when Macys would better
Pricing: if you want to communicate quality, don’t give it a low price
ALL fits together to be a GOOD MIX
What are the major targets