Marketing-Chapter 17 section 1 Promotional strategies

Promotion is one of four P’s of the Marketing Mix:

• Production, Placement, Price and Productivity

• Product, Place, Price and Promotion

• Pride, Patience, Presence and Productivity

• Product, Place, Payday, Promotion

Promotion is ________________ communication.

• paid

• patient

• pleasing

• persuasive

Companies use promotional techniques to: Select (3) three answers

• enhance their public image

• enhance their reputation

• persuade people to value their products.

• become instant millionaires

_________________ and charitable organizations rely on promotional activities to educate the public about an issue or cause.

• For profit

• Nonprofit

Nonprofit and charitable organizations also use promotional advertising to advocate (encourage) for:

• making more profits

• changing laws or policies

• recruiting more customers

• hiring new employees

The goals of promotional activities are summarized by the phrase for the acronym AIDA:

• First attract Anyone, then build Interest and Desire and finally ask for Answers.

• First attract Attention, then build Independence and Desire and finally ask for Action.

• First attract Attention, then build Interest and Desire and finally ask for Action.

• First attract Attention, then build Income and Desire and finally ask for Action.

There are ________ different types of promotion.

• five

• four

• three

• two

_________________ promotion is a promotional method used by businesses to convince prospects to select their goods or services instead of a competitor’s brands.

• Institutional

• Product

________________ activities explain the major features and benefits of the product, identify where it is sold, advertise sales, answer customer questions, and introduce new offerings.

• Promotional

• Institutional

_____________ promotion also helps businesses foster good relations with existing customers.

• Product

• Institutional