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Rules of the Game…
Every question is worth 1 point
Everyone MUST answer their own question…you can share ideas on the double value questions.
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Which one of the promotion elements is
the following…. Skywriting over a football stadium.
Advertising
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Promotion has 3 roles in marketing, name them:
InformRemind
Persuade
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What percent of purchases made by the average
supermarket shopper are unplanned?
80%
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It is estimated that the average person is exposed to over _____________ promotional
messages every week
3,000
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What is a non-paid form of communication about a business or
organization or its products and services that is transmitted through a mass
medium called?
Publicity
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What is any paid form of non-personal communication sent through a mass medium by an organization about its
products or services?
Advertising
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List 4 different types of mass media or mediums:
Answers will vary…..tv, radio, print, internet, billboard, transit media
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Double Value….do you want to take the risk?
You can pass to the other team, but if you get it wrong, you lose 5
points too….?? What does Mrs. Piotrowski say all the
time as you walk out the door?Bye everyone, have a good
day, see you tomorrow.
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True or False? Consumers remember every
promotional message they receive.
False
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True or False?
People will not purchase a good or service until they know its characteristics and benefits.
True
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True or False?
Encoding is putting a message into language or symbols that are familiar to the sender.
False
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True or False?
Publicity is always initiated or approved by the advertiser
False
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True or False?
Before any steps are taken in preparing a promotional plan, the promotional budget must be determined.
False
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True or False?
The target market is critical to selecting an appropriate promotional mix.
True
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List 1 advantage of publicity
Creates goodwill for an organization, product or service. Good will is the customer’s position feelings about an organization, product or service. Ie: Disney – works hard to maintain a positive image as a good, wholesome source for family entertainment.
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List 1 disadvantage of publicity
The organization has little control over it. They cannot cancel or change the reports…the same car co that enjoys publicity when the media reports new safety features doesn’t welcome a report about the high incidence of accidents with its cars.
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Double Value….do you want to take the risk?
You can pass to the other team, but if you get it wrong, you lose 5
points too….?? List 2 sports Mrs. Piotrowski will
NEVER watch in person or on tv.Golf, bowling, curling, billiards,
boxing
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The most common type of promotion is
Advertising
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True or False?
Advertising is impersonal
True
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What is the interference that can cause the message to be
interpreted by the receiver called?
Noise
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Which one of the promotion elements is
the following…. A coupon for 50 cents off the purchase
price of toothpaste.
Promotion
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Double Value….do you want to take the risk?
You can pass to the other team, but if you get it wrong, you lose 5
points too….?? When Mrs. Piotrowski really wants to
treat herself, what does she do? (may include 1 or 2 items…yes school appropriate)
Manicure/Pedicure Buy purse or shoes
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Which one of the promotion elements is
the following…. A shoe salesperson suggesting the
purchase of shoelaces to a customer.
Personal Selling
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What is the blend of the elements of advertising, personal selling, publicity,
and sales promotion into a strategy for delivering a message to the target
market called?
The Promotional Mix
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What is Interpreting the message or symbols and
converting them into concepts
and ideas called?
Decoding
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What is the receiver’s reaction or response to the source’s message called?
Feedback
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What is interpreting the message or symbols and
converting them into concepts called?
Decoding
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What are the 4 elements of the Promotional Mix?
AdvertisingPersonal selling
PublicitySales promotion.
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Do many companies rely on only one type of
promotion?No, It would be very unusual for an
organization to rely on only one type of promotion
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List the 4 Factors that Affect the Promotional Mix
Marketing Mix Resources Policy and Objectives Target Market
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What is a target market and give me an example of one in this
room.
The specific audience the marketer is trying to reach.Ex…high school girls, boys, juniors, seniors…teachers.
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Give me an example of a policy that a company and/or group might have to followExample – Ryan’s Family Steakhouse philosophy was that a good product and word-of-mouth from satisfied customers reduce the need for promotion or a company’s CEO’s believed they never had to advertise on tv.
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Double Value….do you want to take the risk?
You can pass, but if you get it wrong, you lose 5 points too….??
What is one of Mrs. Piotrowski’s top characteristics in a student? (I’ve listed a few…it needs to be one of them)
Positive attitude, honesty, kind, hard-working, team player
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What is another word for Resources?
Money
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Which one of the promotion elements is
the following…. A press conference announcing a new
automobile safety feature.
Publicity
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What are the 7 steps in promotional planning?
1. Analyze the Market2. Identify the Target Market3. Develop Promotional Objectives4. Develop a Promotional Budget5. Select the Promotional Mix6. Implement the Promotional Plan7. Evaluate the Results
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What are the 4 stages of the Product Life
Cycle?
Introduction Growth Maturity Decline
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Who is the originator of the message called?
Sender
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What is the way the sender chooses to pass
along the message called?
Message Channel
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Double Value….do you want to take the risk?
You can pass, but if you get it wrong, you lose 5 points too….??
What is Mrs. Piotrowski’s favorite word? (no, not her favorite swear word)
Free or On Sale
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Who is the person(s) the message is directed to
called?
Receiver
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What are the 4 stages of the product life cycle?
Introduction Growth Maturity Decline
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Please give 3 examples of noise
Competing messages, misinterpretation, radio static, poor quality printing.
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What are the 2 types of Communication?
The two kinds of communication are interpersonal and mass communication.
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Double Value….do you want to take the risk?You can pass, but if you get it wrong, you lose
5 points too….??
Who is Mrs. Piotrowski’s least favorite politician?
Governor Cuomo
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What is Interpersonal Communication?
This involves 2 or more people in some type of person-to-person exchange.
Is usually 2-way, with the communicators having the ability to respond to each other (ex. Salesperson assisting you at a clothing store)
Frequently used in business-to-business marketing.
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Double Value….do you want to take the risk?You can pass, but if you get it wrong, you lose
5 points too….??
List 4 things that bother Mrs. Piotrowski about students?
Answers will vary….bad attitude, lack of effort, swearing, cheating, being mean, bullying, not following up on a commitment….etc…
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What is Mass Communication?
(at least 2 things) Involves reaching huge audiences
through mass media (TV, radio, magazines, etc.)
Not much direct feedback or interaction. Certain techniques are thus used by
marketers to gauge the effectiveness of their promotions: – ex. Coupons (cut out from the newspaper)
and “tell them Jack sent you” promotions.
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What are the 4 elements of the Promotional Mix?
Advertising Publicity Personal Selling Sales Promotion
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What are 3 advantages of Advertising?
Advantages:1. Reaches millions of people @ a relatively
low cost/person.2. Can reach many diverse geographic
areas & people simultaneously.3. Message can be repeated again and
again.
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What are 3 disadvantages of
Advertising? Disadvantages:1. Cost – many companies spend
millions of dollars2. Target audience may not be in the
right place to receive the message; advertiser cannot control consumers’ viewing or reading habits
3. Impersonal
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What are 2 advantages and 2 disadvantages of Personal
Selling? Advantages:1. Personal contact
allows for more information & persuasion.
2. Feedback from customer is immediate.
Disadvantages:1. Per-person cost;
personal selling reaches one customer at a time, one sale at a time.
2. Not every sales encounter results in a sale.
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Activities or materials that offer consumers a direct incentive to
buy a good or service…what is this called?
Ex. Coupons, free samples, contests, notepads with a
company’s name.
Sales Promotion
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What are 2 advantages of Sales Promotion?
Advantages:1. Generates immediate, short-term
sales.2. Used to support other parts of the
promotional campaign.
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Double Value….do you want to take the risk?You can pass, but if you get it wrong, you lose
5 points too….??
Tell me 2 stories Mrs. Piotrowski has told you that contain a life’s lesson and what was the lesson
Answers will vary…there are many
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What are 2 disadvantages of Sales
Promotion? Disadvantages:1. Cost – over $90 billion annually
is spent; if the promotion doesn’t create significant sales increase, the business will likely lose money on the product.
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Why do some companies like to offer rebates as a
sales promotion? The rebate gets the person to
buy the product, however, quite often they forget to submit it for the rebate offer…therefore the company doesn’t have to pay anything back to the consumer.
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List 3 examples of good publicity and 3 examples
of bad publicity Good….Buffalo Bills working for
Habitat for Humanity, McDonalds raising money for the Ronald McDonald house…
Bad….a sports person gets taught using steroids, drunk driving or stealing..
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Who is the person(s) the message is directed to
called?
Receiver
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True or FalseThe price of a product
affects the type of promotional mix.
True
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True or FalseEven if a message is received, it will not
necessarily be decoded correctly.
True
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Today personal selling is commonly used in which of the
following:industry sales, wholesale, door-
to-door selling, advertising
Industry Sales
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Stickers on bananas and messages chalked onto sidewalks are
examples of…?
ambient advertising