Advertising and Promotion Updated Exam with Answers 2024
1 view 0 purchase
Module
Advertising and Promotion.
Institution
Advertising And Promotion.
Advertising and Promotion Updated Exam with Answers 2024
Public Relations
Non-paid for publicity; not paid advertising (ex: Macy's Thanksgiving Day Parade)
Promotion
Is a means that retailers use to bring traffic into their stores, and it includes advertising, sales promotion, publicity, ...
advertising and promotion updated exam with answer
total systems approach integrates retail promotion
sales promotion examples limited period of time b
public relations non paid for publicity not paid
Written for
Advertising and Promotion.
Advertising and Promotion.
Seller
Follow
Sanchy062
Reviews received
Content preview
Advertising and Promotion Updated
Exam 2024
Total Systems Approach - answer Integrates retail promotion mix & 4 P's and has integrated view on
how promotion mix maps with the other 4 P's
Sales promotion Examples - answer Limited period of time, BOGO, incentive to buy (ex: free product,
frequent buyer program, fuelperks)
Public Relations - answer Non-paid for publicity; not paid advertising (ex: Macy's Thanksgiving Day
Parade)
Promotion - answer Is a means that retailers use to bring traffic into their stores, and it includes
advertising, sales promotion, publicity, and personal selling
Retail Promotion Mix - answer Advertising, Sales Promotion, Public Relations, Personal Selling, Social
Media
Personal Selling - answer Face to face selling with the goal to sell person some product
Advertising - answer Sell more product, attracting target market, media (tv, email, radio, magazines,
social, newspapers, billboard)
Place (Location) - answer Max distance people are willing to travel to get to store
Primary Trading Zone - answer Geographic area where you as retailer serve the best because most
convenient/accessible
, Secondary Trading Zone - answer You are not the best (not most convenient) but you can still sell to
participate area
Possible Promotion Objectives in Retailing - answer Improve Long-Run Performance: Store Image and
Positioning, Public Service
Improve Short-Run Performance: Attract New Customers- From Existing Trade Areas, Expand Trade
Area; Increase Patronage of Existing Customers
Long-Run Performance - answer Use institutional advertising; Retailer is promoting store not products;
Public service- Positioning retailer to be good citizen; sustainability
The Role of the Advertiser (6) - answer Describe the value that the firm's brand provides
Describe the brand's position in the market
Describe the firm's objective for the brand in the near-term and long-term
Identify the target market that are most likely to respond favorable to the brand
Identify and manage the supply chain/distribution system that will most effectively reach the targets
Be committed to using advertising and other promotional tools to grow the brand
Steps in Planning a Retail Advertising Campaign - answer Selecting Advertising Objectives
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller Sanchy062. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for £8.48. You're not tied to anything after your purchase.
