Advertising and Promotion Exam 2024
Marketing - answer The activity, set of institutions and processes for creating communicating, delivering
and exchanging offerings that have value for customers, clients, partners and society at large.
-The focus is on developing and sustaining relationships with their customers.
-Successful companies recognize that creating, communicating and delivering value to their customers
are extremely important.
Marketing Mix - answer Four P's.... Product, Price, Place and Promotion
-The basic task of marketing is combining these four elements into a marketing program
-The market must be analyzed through consumer research
-Advertising focuses on promotion but a product has little chance of being effective if the product is
poor quality, priced improperly or does not have adequate distribution.
Integrated Marketing Communications - answer A concept of marketing communications planning that
recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of
communication disciplines-for example general advertising, direct response, sales promotion and public
relations-and combines these disciplines to provide clarity, consistency, and maximum communications
impact.
Total Marketing Communications Strategy - answer Recognizes how all of a firms marketing activities,
not just promotion, communicate with a customer, such as media advertisements, price, package
design, direct-marketing efforts, publicity, sales promotions, websites, point of purchase displays and
even the type of store where a product or service is sold.
-It calls for a centralized messaging function so that every thing a company does communicates a
common theme and positing, Movado Classic watch high price, high quality, only sold in exclusive shops.
-Integration represents an improvement over the traditional method of treating the various marketing
and promotion elements separate.
, Brand Identity - answer Is a combination of many factors, including the name, logo, symbols, design,
packaging, and performance of a product or service as well as the image or type of associations that
comes to mind when consumers think about a brand.
-It encompasses the entire spectrum of consumers awareness, knowledge and image of a brand as well
as the company behind it.
-Its the sum of all points that a consumer have with the brand and it extends beyond the experience or
outcome of using it.
Promotion - answer Coordination of all seller-initiated efforts to set up channels of information and
persuasion in order to sell goods and services or promote an idea.
-Most of an organizations communications with the marketplace take place as part of a carefully
planned and controlled promotional program.
Advertising - answer Any Paid form of non personal communication about an organization product,
service or idea by an identified sponsor.
-Non personal means mass media such as T.V. Radio Magazines, newspapers
Retail Advertising - answer To encourage consumers to shop at a specific store, use a local service, or
patronize a particular establishment.
-Tends to emphasize specific patronage motives such as, price, hours of operation, service, atmosphere,
image, or merchandise assortment
Business to Business - answer Advertising targeted at individuals who buy or influence the purchase of
industrial goods or services for their company, industrial goods are products that either become a
physical part of anouther product (raw materials are used in anouther company to conduct business
-Example insurance, travel services, health care
Public Relations - answer Part of the promotional mix, refers to nonpersonal communications regarding
an organization, product, service or idea not directly paid for or run under identified sponsorship.
Techniques used to gain publicity include news releases, press conferences, feature articles,
photographs, films and videotapes
