Question

please fill out everything



What is Promotion?



What is integrated marketing and communications?



Know the 6 elements of communication

o

Source, message, channel of communication, receivers, encoding, & decoding



What is the field of experience?



What is response?



What is feedback?



What is noise?



Know the 5 elements of the promotional mix

o

Advertising, personal selling, public relations, sales promotion, direct marketing

o

Know definition of each element

o

Know which of the elements are involved with customized selling and mass selling

o

Know advantages and disadvantages (also know for Chapter 18 questions)

Chapter 18 Objectives



18-01. Explain the difference between product advertising and institutional advertising and the

variations within each type



18-02. Describe the steps used to develop, execute, and evaluate an advertising program



18-03. Explain the advantages and disadvantages of alternative advertising media



Know the difference between product advertisements and institutional advertisements



Know the 3 forms of product advertisements

o

Pioneering, competitive, and reminder



Know the 4 forms of institutional advertisements

o

Advocacy, Pioneering institutional, competitive institutional, reminder institutional

o

Know examples of each (found in slides)



Know the steps in developing an advertising program:

1. Identify the target audience

2. Specifying the advertising objectives

3. Setting the advertising budget



Message Content of Designing the advertisement



Know the basic terms of media buyers

o

Reach, rating, frequency, gross rating points, & cost per thousand



Know advantages and disadvantages of alternative advertising media

o

TV, Radio, etc.



Know the Factors to Consider in scheduling advertising

o

Buyer turnover, purchase frequency, forgetting rate



Know the scheduling approaches

o

Continuous schedule, flighting schedule, pulse schedule

o

Know examples of each

Chapter 19 Objectives



19-01. Describe social media and how they differ from traditional advertising media



19-02. Identify the four major social media and how brand managers integrate them into marketing

actions



19-03. Describe the differing roles of those receiving messages through traditional versus social

media and how brand managers select social media



What is social media?



Web 3.0 compared to web 2.0 (from Kahoot)



Know blogs, wiki, and user generated content



Ways to classify social media



Information on Facebook, Twitter, LinkedIn, YouTube



Differences between Traditional Media and Social Media

Chapter 20 Objectives



20-01. Discuss the nature and scope of personal selling and sales management in marketing



20-02. Identify the different types of personal selling



20-03. Explain the stages in the personal selling process



What is personal selling?



What is sales management?



What is relationship selling?



What is partnership selling?



Know the three types of personal selling and what they do



Percent of sales representatives time spent selling



Customer sales support personnel

o

Sales engineer, team selling, etc.



Two basic forms of team selling



Know the personal selling process/stages and what you do in each stage

1. Prospecting

2. Preapproach

3. Approach

4. Presentation

5. Close

6. Follow-up