MAR2023 FINAL EXAM QUESTIONS AND ANSWERS WITH
COMPLETE SOLUTIONS GRADED A++
Promotion Mix
- advertising
- personal selling
- public relations
- sales promotion
Promotion Mix
Advertising
paid, non personal communication about an org and its products
Promotion Mix
Personal Selling
paid, personal communication that seeks to inform customers and persuade them to
purchase products
Promotion Mix
Public Relations
broad set of com effects used to create and maintain favorable relationships between
and org and its stakeholders
Promotion Mix
Sales Promotion
,an activity or material that adds value or incentive for the product for the product to
resellers
- free samples
intergraded marketing communications (IMC)
coordination of promotion and marketing efforts for the max impact
- seemless promotional strategy
- traditional marketing
- promotion
- web/social media
traditional promotion mix
- seperate with gaps
- loosely related
IMC
- consistent (message to customers)
- coordinated (manage promo efforts to be connected)
- complementary (synchronized for overall campaign)
- continuity (precisely targeted promo tools overtime)
2 general promo strategies
- push policy B2B
- pull policy B2C
promo strategies
push policy B2B
, promoting a product to the next, down the marketing channel
- W -> R -> C
- push money: spiffs (extra commission)
promo strategies
pull policy B2C
promoting a product directly to the consumer to pull it through the marketing channel
- car made when ordered
communication process
- the source
- encoding
- the channel (personal or non-personal)
- decoding
- feedback
communication process
exchange of information between 2 or more people
- messages sent through channels
communication process
the source
person or org that has info to share
Q score
- (% who indicate the celebrity is their favorite / % who heard of them) x 100
- can change quickly
COMPLETE SOLUTIONS GRADED A++
Promotion Mix
- advertising
- personal selling
- public relations
- sales promotion
Promotion Mix
Advertising
paid, non personal communication about an org and its products
Promotion Mix
Personal Selling
paid, personal communication that seeks to inform customers and persuade them to
purchase products
Promotion Mix
Public Relations
broad set of com effects used to create and maintain favorable relationships between
and org and its stakeholders
Promotion Mix
Sales Promotion
,an activity or material that adds value or incentive for the product for the product to
resellers
- free samples
intergraded marketing communications (IMC)
coordination of promotion and marketing efforts for the max impact
- seemless promotional strategy
- traditional marketing
- promotion
- web/social media
traditional promotion mix
- seperate with gaps
- loosely related
IMC
- consistent (message to customers)
- coordinated (manage promo efforts to be connected)
- complementary (synchronized for overall campaign)
- continuity (precisely targeted promo tools overtime)
2 general promo strategies
- push policy B2B
- pull policy B2C
promo strategies
push policy B2B
, promoting a product to the next, down the marketing channel
- W -> R -> C
- push money: spiffs (extra commission)
promo strategies
pull policy B2C
promoting a product directly to the consumer to pull it through the marketing channel
- car made when ordered
communication process
- the source
- encoding
- the channel (personal or non-personal)
- decoding
- feedback
communication process
exchange of information between 2 or more people
- messages sent through channels
communication process
the source
person or org that has info to share
Q score
- (% who indicate the celebrity is their favorite / % who heard of them) x 100
- can change quickly
