Promotion Mix Strategies: Advertising, Personal Selling, and Marketing Communication Approaches

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Business - Advertising

charlotte1oxhi Created by 10 mon ago

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The elements of the promotion mix include advertising, sales promotion, personal selling, and _____ relations.

Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an _____ sponsor.

One benefit of advertising is that it allows for _____, helping to build a long-term image at a low cost per exposure.

A con of advertising is the 'shotgun approach' which reaches many outside the target audience, leading to _____ production costs.

Personal selling involves a two-way flow of communication between a buyer and a seller designed to influence the buyer's _____ decision.

A pro of personal selling is strong two-way communication, which can directly ease customer confusion and _____ purchase.

A con of personal selling is the very expensive cost per customer contact, and the risk that a salesperson may go 'off _____' from the brand.

Sales promotion involves short-term incentives to encourage the purchase or sale of a product or service, such as promotions and _____.

A pro of sales promotion is that it can effectively boost unit sales in the short-run and allow businesses to _____ prices.

A con of sales promotion is that it can lead customers to continually wait for the next _____, rebate, etc.

Public relations is the marketing function that evaluates public attitudes and executes a program of action to earn public _____ and acceptance.

A pro of public relations is that it legitimizes credibility and is very _____, reaching people who resist advertising.

A con of public relations is the low control over how the message turns out and the highly _____ cost of mounting PR campaigns.

Digital marketing uses all digital media, including the Internet and mobile channels, to develop communication and exchanges with _____.

Mobile marketing involves delivering marketing messages and promotions to on-the-go consumers through mobile phones and other _____ devices.

Factors influencing strategy include product complexity, distribution, pricing, and post-purchase contact, as well as consumer _____ and needs.

The AIDA model stands for Attention (Cognitive), Interest (Affective), Desire (Affective), and _____ (Behavioral).

Digital marketing platforms include FAQs, blog posts, webinars, videos, case studies, and _____ papers.

A landing page is the web page that a person reaches when clicking on a search engine listing or _____.

Search Engine Optimization (SEO) is a systematic process of ensuring that your firm comes up at or near the top of lists of typical _____ phrases.

The types of media in marketing include paid, owned, and _____ media.

Paid media refers to internet media, such as display ads and paid keyword searches, that are _____ for by an advertiser.

Earned media involves word-of-mouth or buzz using social media where the advertiser has no _____.

Owned media includes internet sites, such as websites and blogs, that are _____ by an advertiser.

Viral marketing enables the spread of a marketing communication to potentially large audiences through the activation of individual users as a _____ channel.

Types of social media include social networks, product/service review sites, and online brand _____.

Location-based targeting gains information on the location of consumers to display ads and promotions, helping to understand _____ information.

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