Advertising Chapter 17
Terms
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- whats the formal definition of sales promotion?
- the use of incentive techniques that create a perception of greater brand value among consumers.
- Some examples of consumer market sales promotion include...
- coupons, price off deals, premiums, contests and sweepstakes, samping and trial offers, rebates. phone and gift cards
- the oldest and most widely recognized form of sales promotion is...
- the coupon
- the first use of a coupon can be traced to...
- 1895
- how many coupons are distributed annually...
- 350 billion
- what is the typical price off deal?
- a 10% to 25% reduction
- what is a premium?
- an item offered free or at a reduced price with the purchase of another item
- whats a self liquidating premium?
- something that requires consumer to pay most of the cost of the item received as a premium
- what are the 3 key elements of an advertising special
- a message,placement on a useful item, given with no obligation
- Whats the 1st advantage of a coupon?
- makes it possible to give a discount to price conscious consumers while still selling it at regular price to everyone else
- whats the 2nd advantage of a coupon?
- the use of a coupon can induce brand switching
- whats the 3rd advantage of a coupon?
- a manufacturer can control the timing and distribution of coupons
- whats the 4th advantage of a coupon?
- a coupon is an excellent method of stimulating repeat purchases
- what the 5th advantage of a coupon?
- coupons can get users of a brand to trade up to a nicer version within the brand.
- what is perhaps the oldest advertising form?
- billboards posters and signs
- What are some of the advantages of billboards?
- big, round the clock exposure, can be captivating. well suited for showing off a brands logo
- when are billboards especially effective?
- when they speak to a desire that is immediately relevant
- what types of companies rely most on outdoor ads?
- car dealerships,real estate and insurance companies, hotels, financial institutions
- what is gorilla marketing?
- edgy oftentimes inexpensive promotions,executed in urban markets.
- A company that has used gorilla marketing to great use...
- Ikea
- what is the term out of home media commonly used to describe?
- transit and billboards