Chapter 13: Promoting Products (Part 1)

1. The Internet has created a new marketing phenomenon called viral

marketing. Some business experts claim viral marketing is electronic
________ ___ ________.
2. Others claim viral marketing differs because the __________ & those
who spread the message have a vested interest in __________ others to
spread the word.
3. Ease of use of the ________ combined with other sources for electronic
communication such as text messaging makes these forms of media
ideal for viral marketing.
4. Many people delete __________ __________ and often spam filters
prevent people from even receiving them. In viral marketing the
message is coming from a __________, so it is opened.
5. Good __________ is a crucial element in a companys efforts to build
profitable customer relationships.
6. A companys promotion mixits marketing communications mix
consists of the tools the company uses to communicate __________
__________ and build customer __________ persuasively.
7. The whole marketing mix must be integrated to deliver a __________
message & __________ __________ .
8. Five major promotion tools: __________ , sales __________ , __________
__________, __________ __________ , and __________ __________ .
9. In past decades, marketers perfected mass marketing: selling highly
__________ products to consumer masses. They developed effective
mass __________ techniques to support these strategies.
10.
Today, no other area of marketing is changing so profoundly as
marketing __________ .
11.
Several major factors are changing the face of todays marketing
communications: consumers are better __________ and use the Internet
to exchange __________ -related information and marketers are shifting

away from __________ __________ .

12.
New communications technologies give companies new media
for interacting with targeting consumers who have more control over
the __________ and __________ of messages they choose to __________ &
__________ .
13.
__________ marketing & the changing communications
environment are giving birth to a new marketing communications
model: television, magazines & other mass media are __________ .
14.

Companies are doing less broadcasting and more __________ .

15.
Some advertising industry experts predict a doom-and-gloom
chaos scenario in which the old __________ __________ __________
model will collapse entirely.
16.
Consumers, especially __________ ones, appear to be turning
away from the major television networks in favor of cable TV or
altogether different media.
17.
Large advertisers are shifting away from network TV to more
__________ , __________, __________ media.
18.
Conflicting messages from different sources can result in
confused company __________ , __________ positions, and customer
relationships. Mass media advertisements say one thing while a price
__________ sends a different signal.
19.
These communications often come from different parts of the
company:
* Ads are planned & implemented by the advertising department or an
agency
* __________ __________ communications are developed by sales
* Specialists are responsible for __________ __________ and __________
_________.
20.
More companies are adopting __________ __________ __________ .
Under this concept the company integrates its many communications
channels to deliver a clear, consistent, and compelling message about
the organization and its brands.

21.
IMC calls for recognizing __________ __________ where the
customer may encounter the company & its brands. Each brand
contact will deliver a message, whether good, bad, or indifferent.
22.
IMC ties together all company messages & images because
different media play unique roles in __________ , __________ , and
__________ consumers.
23.
Some companies appoint marketing communications directors,
with overall responsibility for company communications efforts. It
places the responsibility in someones hands to __________ the
companys image as it is shaped by thousands of company activities.
The starting point is an __________ of all the potential interactions
target customers may have with the company.
24.
Target audience heavily affects __________ will be said;
__________ will say it and __________ , __________ and __________ it will be
said.
25.
Determining the Communication Objective: the marketing
communicator must decide what __________ is sought, in most cases,
the __________ .
26.
The communicator needs to know where the target audience
__________ in relation to the product and to what state it needs to be
moved.
27.
A target audience may be in any of six states: (1) __________ ; (2)
__________ ;
(3) __________ ;(4) __________ ; (5) __________ (6) __________ .
28.
Selecting Communication Channels - two broad types of
communication channels are __________ and __________ .
29.
Nonpersonal communication channels are media that carry
messages without personal contact or __________ media.
30.
Factors that make a source credible:
* __________ communicators perceived authority needed to back the
claim
* __________ - how objective and honest the source appears to be

* __________ - is how attractive the source is to the audience

31.
Sales Method: Many companies set their __________ budget at a
certain percentage of current or forecasted sales
32.
Competitive Parity Method: Some companies watch __________
advertising or get promotion spending estimates from publications or
__________ __________.
33.
For hotels, restaurants & other hospitality companies, __________
represents the largest __________ item in their budgets.
34.
Advertising can reach masses of __________ dispersed buyers at a
low cost __________ __________ .
35.
Personal selling is the most effective tool at building buyer
__________ , __________ , and __________ . It involves personal interaction
between two or more people, allowing each to observe the others
__________ and __________ and make quick __________ .
36.
Sales promotion can __________ product offers & boost sagging
sales; however, short-lived effects dont build long-run __________
__________ .
37.
Public relations can reach many prospects who __________
salespeople & advertisements. A relatively new addition is the
infomercial, a hybrid between __________ and __________ __________ .
38.
Promotional tools vary in their effects at different stages of buyer
readiness. Advertising plays a major role in the __________ and
__________ stages.
39.
Closing the sale is accomplished primarily with sales __________
and sales __________ . These are high-costs and should focus on later
stages.
40.
Product Life-Cycle Stage: effects of promotion tools also vary
with stages of the product life cycle: __________ , __________ ,
__________ , __________ .
41.
The first step an advertising program is to set advertising
__________ based on information about the target __________ ,

positioning, and marketing mix.

42.
If your property or service is __________ with the claims made,
you will probably do little more than increase the number of
dissatisfied guests.
43.
Another decision is how much will be spent for __________ and
how much for tactical advertising. Tactical advertising deals with sales
promotions and often includes __________ __________ .
44.
When times are tough, there is a tendency to __________ the
advertising budget, which can lead to continued poor __________ and
the eventual decline of the business.
45.
To gain & hold attention, todays ad messages must be better
planned: more __________ , __________ , and __________ to consumers.
46.
The advertiser must decide the amount of advertisement
exposure: __________ measures percentage of people exposed to the ad
campaign and __________ measures how many times the average
person is exposed to the message.
47.
The advertiser must decide how to schedule advertising over the
course of a year. __________ means scheduling ads evenly in a given
period while __________ is scheduling ads in bursts.
48. To spend a large advertising budget wisely, advertisers must: define

their advertising __________ , develop a sound __________ , create a good

__________ , make __________ decisions, __________ the results