| What are the 5 Major Promotion Tools? | Advertising, personal selling, sales promotion, public relations, direct and digital marketing. |
| What are several major factors that changing the face of today's marketing communications? | Consumers, marketing strategies, and digital technology. |
| What is Content Marketing? | Creating brand messages and conversations with and among consumers across a variety of channels. |
| What is Integrated Marketing Communications (IMC)? | The use of many communication channels to deliver a clear and consistent message about the organization's brands. |
| What are the 2 Basic Promotion Mix Strategies? | The Push and Pull strategies. |
| What is the Push Strategy? | A promotion strategy using the sales force and trade promotion to push the product through channels to the final consumers. |
| What is the Pull Strategy? | A promotion strategy that directs its marketing activities towards the final consumers to induce consumers to buy the product. |
| What are 4 important decision marketing management has to make when developing an advertising program? | Setting objectives, setting budget, developing strategy, and evaluating effectiveness. |
| What are 3 possible of Advertising Objectives? | To inform, persuade, or remind. |
| What are the 4 common methods used to set the total budget for advertising? | The affordable method, the percentage-of-sales method, the competitive -parity method and the objective-and-task method. |
| What is Advertising objectives? | A specific communication task to be accomplished with a specific target audience during a specific period of time. |
| What is the Affordable method? | Setting the promotion budget at the level management thinks the company can afford. |
| What is the Percentage-of-sales method? | Setting the promotion budget at a certain percentage of current forecasted sales. |
| What is Competitive-parity method? | Setting the promotion budget based on competitors. |
| What is Objective-and-Task Method? | Developing the promotion budget by defining the objectives, determining the tasks needed and estimating the cost of the tasks. |
| What is the highly recommended method for businesses to set budget? | The Objective-and-Task Method. |
| What are the 2 Major Elements for advertising strategy? | Message and selecting the media. |
| What are the 3 characteristics of an advertising appeal? | Meaningful, believable & distinctive. |
| What are the 4 major steps in advertising media selection? | 1. Determining reach, frequency, impact, and engagement.
2. Choosing among major media types.
3. Selecting specific media vehicles.
4. Choosing media timing. |
| What are some Problems Faced by Global advertisers? | Countries differ in media cost and advertising practices. And diversity between countries requires advertisers to adapt. |
