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Name_______________________________Date_________________________Period___________ Ch. 6- Promotion Planning 6.1- Promotion 1. ___________________ involves all communications used by a business to create a favorable impression of its products or services. 2. Businesses use a _________________ __________, which is a combination of advertising, public relations, personal selling, and sales promotion to reach their _________________ _________________. 3. Name four (4) things an effective promotional mix can help a business with. a. ________________________________________________________________ b. ________________________________________________________________ c. ________________________________________________________________ d. ________________________________________________________________ 4. A business that sells a product that is used by more than one __________________ _____________________ may use different __________________________ ______________ for each target market. When more than one type of _____________________ is used, they must _________________________ each other and deliver a consistent message about the product. 1 Name_______________________________Date_________________________Period___________ Ch. 6- Promotion Planning 5. The main objective of any promotion is to get someone to buy a product or service. Many marketers use the __________________ __________________ to help accomplish this goal. ____________________ is an acronym that stands for ____________________________, _________________________, ________________________ , and ______________________, which are the four stages of promotion. 6. Describe the four stages of promotion. a. Attention:_______________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ b. Interest: ________________________________________________________________________ ________________________________________________________________________ _______________________________________________________________________ c. Desire: ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ d. Action: ________________________________________________________________________ 2 Name_______________________________Date_________________________Period___________ Ch. 6- Promotion Planning ________________________________________________________________________ ________________________________________________________________________ 7. To increase the effectiveness of its promotions, a business should create a _________________ ________________, which outlines how all of the elements in the promotional mix will work together to reach the target market. 8. List and Explain the step-by-step process used to create an effective promotional plan. a. Determine the Target Market________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ b. Identify Promotional Objectives________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ c. Set the Promotional Budget________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ d. Determine the Promotional Mix________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ 3 Name_______________________________Date_________________________Period___________ Ch. 6- Promotion Planning e. Implement and Evaluate the Promotional Plan________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ 6.2- Advertising and Public Relations 9. _________________________ is a paid form of communication intended to _____________________ and _________________________ an audience to take some kind of action. 10. Advertising is used more commonly than any other form of ______________________ to introduce _____________ ____________________ to the market. 11. An advertising _______________________ may include _________________ ________ in magazines and newspapers, _________________ _____________________ for radio, ________________________ on television, ________________________ _________________ on the Internet, or ads on ________________________ _________________________. 12. List the six (6) advantages of advertising. a. _________________________________________________________________ b. _________________________________________________________________ c. _________________________________________________________________ d. _________________________________________________________________ e. _________________________________________________________________ f. _________________________________________________________________ 13. List the five (5) disadvantages of advertising. 4 Name_______________________________Date_________________________Period___________ Ch. 6- Promotion Planning a. _________________________________________________________________ b. _________________________________________________________________ c. _________________________________________________________________ d. _________________________________________________________________ e. _________________________________________________________________ f. _________________________________________________________________ 14. Activities and events that create goodwill for a business or other organization are referred to as __________________________ ___________________________. This involves writing _________________ ___________________, organizing _____________________ ____________________, producing company ___________________________, _________________ events, and exhibiting at _____________________ __________________. 15. ______________________ is any nonpaid form of communication designed to arouse public interest about a product, service, business, or event. Businesses may write a _________________ ____________________, which is a written statement to inform the media about a new product or special event. 16. A good PR campaign highlights company-sponsored ____________________ or _____________________ activities as a way to build a positive image in the minds of consumers. 17. Responding to _________________________ publicity or a ______________________ event is also part of the public relations function. 18. Advertising uses _____________________ and _____________________ techniques to communicate a message. The goal of public relations is to get __________________ publicity for a business and its products or services. 5 Name_______________________________Date_________________________Period___________ Ch. 6- Promotion Planning 19. Publicity is often considered to be ___________________ advertising. The cost of public relations is relatively _________________________. 20. The biggest disadvantage of ______________________ ____________________ is the _________________ of control. 6.3- Personal Selling and Sales Promotion 21. ___________________________ __________________________ is face-to-face communication between the buyer and seller that attempts to influence the buying decision. The biggest disadvantage of personal selling is the __________________. Salespeople make one sale at a time, making the cost per customer __________________. 22. The first step in the sales process is _____________________ _________________ ______________. Sales leads can be obtained in many ways. A ____________________ is a recommendation from a customer or another business. A second way is _________________________ , which involves establishing informal ties with a group of people, including friends, business contacts, coworkers, acquaintances, and fellow members of professional and civic organizations, who can provide valuable business advice. 23. The first contact that the salesperson makes with the customer is called the _________________. During the ______________________, salespeople can introduce themselves, their ______________________, and their _______________________. 24. Effective salespeople will use a ___________________________ process, which involves researching prospective customers before initially contacting them. 6 Name_______________________________Date_________________________Period___________ Ch. 6- Promotion Planning 25. During the approach, the salesperson’s top priority is to ______________________ the customer’s ________________________. 26. A ___________________________ is a personalized presentation that shows how a product can benefit and provide value to the customer. The demonstration should be ______________________ to the customer’s ______________________. 27. After the sales presentation, most customers will have ___________________________ or raise _________________________. Salespeople should view ____________________________ as an opportunity to supply more information. 28. The ______________________ is the step in the sales process when the customer decides to buy a product or service. _______________________ may be required to close the sale. A __________________________ is an attempt to arrive at a sales agreement by making tradeoffs. 29. ____________________________ ________________________ occurs when the salesperson offers related products and services that could enhance the use of the purchased product. The idea is to _________________________ customer satisfaction. 30. One of the most important steps in the sales process is the ________________________, which involves contacting the customer after the sales to ensure satisfaction. 31. A business sets _______________________ ___________________ for itself as well as for each of its salespeople. To meet these goals, businesses will use a combination of methods, such as ______________________________ for salespeople and sales ___________________________ for customers. 32. ____________________ __________________________ involves the use of marketing activities that provide extra value and buying incentives for customers. 7 Name_______________________________Date_________________________Period___________ Ch. 6- Promotion Planning 33. List the nine (9) common types of sales promotions. ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ 34. Sales promotion accomplishes things that other components in the promotional mix cannot. Sales promotions can be used to _______________________ a new product, ____________________ short-term consumer demand, __________________________ brand loyalty, and ________________________ consumer behavior. 35. Sales promotions are commonly used to get _______________________ to try new products. __________________________, ____________________________ and ________________ __________________________ help reduce the consumer’s risk of trying a new product. 36. When a business decides that it wants to ________________________ an immediate response from customers, it will use ____________________ _____________________________. 37. Sales promotions can strengthen _____________________ ________________________ by rewarding consumers for repeat purchases. 38. Effective ____________________ __________________________ are designed to __________________________ consumer behavior. 39. List at least two (2) advantages and two (2) disadvantages of Sales Promotions: a. Advantages: i. ________________________________________________________________ ii. ________________________________________________________________ b. Disadvantages i. _________________________________________________________________ 8 Name_______________________________Date_________________________Period___________ Ch. 6- Promotion Planning ii. _________________________________________________________________ 40. Sales promotions may be directed to customers by __________________, ____________________, or through _________________, ____________________, or _____________________ media outlets. 6.4- Other Types of Promotion 41. Name the three (3) other types of promotional tools that businesses use to reach customers: a. _________________________________________________________________ b. _________________________________________________________________ c. _________________________________________________________________ 42. An _____________________________ is a public expression of approval or support for a product or service. ________________________ are also known as _____________________. 43. List the three (3) restrictions that apply to endorsements: a. _________________________________________________________________ b. _________________________________________________________________ c. _________________________________________________________________ 44. Can consumers really be persuaded by the charm and look of celebrities? See page 168 for answer. Don’t just answer based on your opinion. ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ 9 Name_______________________________Date_________________________Period___________ Ch. 6- Promotion Planning 45. ______________________________ promotion is one of the most effective ways of spreading the news about products and services. For the most part, businesses do not have _____________________ over ______________________________ promotion. 46. __________________ _________________________ uses techniques to get consumers to buy products or services from a non-retail setting. Direct marketing techniques include ___________________ ________________, _____________________, ___________________________, and _____________________. 47. ______________________ ________________________________ is the process of displaying products in a way that makes them appealing and enticing to customers. 48. Visual merchandising includes ___________________ displays, ______________________ displays, and _________________. 49. Visual merchandising also involves the ___________________ of the store. ________________, ___________________ _____________________, _____________________, and even ___________________ control can affect the shopping experience. 10