| A | B |
|---|
| promotion | function that provides info to customers about the business and its products and encourages them to buy |
| roadblock | running ads on several tv stations at one time, customer cannoat "get away" from ad! |
| four | number of distinct types of promotion |
| advertising | paid communication of info about products and services |
| publicity | communication to the public about a business that is not paid for or controlled by company |
| public relations | positive and mutually beneficial relationships with the public |
| sales promotion | trade show booths, contests, coupons, free trials, catalogs, special displays |
| personal selling | one on one interaction with potential customers to inform them about products and services and persuade them to buy. |
| Step 1 in promotional plan | decide on a purpose |
| step 2 in promotional plan | design the message |
| step 3 in promotional plan | develop promotional mix and media to use |
| step 4 in promotional plan | develop a budget |
| step 5 in promotional plan | create specific promotions and schedule them for the year |
| step 6 in promotional plan | measure effectiveness of each promotionand improve plan |
| advertisement's specific purpose | to inform, remind, or persuade |
| theme for entire promotional campaign | is repeated in advertisements, in all media used |
| Broadcast media | large audeince, low cost per person, expensive in total, requires large budget |
| outdoor media | billboards, low cost, increasingly restricted |
| first factor in choosing media | target customer |
| second factor in choosing media | cost of media |
| third factor in choosing media | reach-total number of people who will see ad |
| fourth factor in choosing media | frequency-total number of times target audience will see or hear the ad |
| fifth factor in choosing media | lead time-how much time is needed to prepare ad to run |
| three most effective words in ads | new, easy, results |
| storyboard | each scene is drawn, outlining each scene in rough drawings |
| necessary expense for successful business | advertising |
| 1st step in decision making process | awareness of product/service |
| 2nd step in decision making process | favorable opinion of product/service |
| 3rd step in decision making process | intent to purchase product/service |
| 4th step in decision making process | consideration of cross-purchase of related items |
| 5th step in decision making process | advocacy of product/service to others |
| built in evaluation | including special phone number or coded coupon on an ad providing info to business about where customer received communication about product/service |
| main disadvantage to publicity | no control over what is said, not always positive |
| news release | short article sent to members of the media prior to a special event |
| press kit | packet that includes photos and other materials that may raise journalists' interests |
| positive company image | must be maintained continuously |
| loyalty program | rewarding customers for frequent purchases |
| touchpoint | each point where T&T makes contact with customer |
| 3 most important skills for salespeople | ability to listen to customer, read their emotions, and help unaggressively |
| step 1 in sales process | pre-approach, learn about product before meeting customer |
| step 2 in sales process | first meet customer, determine needs, begin relationship |
| step 3 in sales process | demonstration-present produce enthusiastically, explain how it meets the need |
| step 4 in sales process | answering questions-answer customers objections and resolve their concerns |
| step 5 in sales process | closing the sale-help customer make final decision, offer discount?, suggest more items to buy |
| don't do this to customers | give them too many choices of items to buy |
| step 6 in sales process | follow-up-contact customers to make sure they are still happy with product (usu. higher priced products) |
