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ADV Chapter 16
Terms in this set (13)
Coupons are targeted at _____?
What are the two aspects that have to be met when coordinating promotions?
speak with one voice, Awareness before promotion
What makes sales promotion different than advertising?
Sales promotion uses rational appeals, add tangible value, creates tangible value
The primary reinforcement tool is?
What are the two errors involving shaping?
improper fading, overuse
Samples are most effective when:
brand is superior, purchase cycle is short, limited varieties, attitudes or behaviors
Providing samples eliminate the _________ and ______ to the consumer
Financial risk; inconvenience
The process of learning a complex behavior by learning a series of successive approx. of the final behavior
What is difference between advertising and sales promotion?
Advertising creates an image over time and relies on emotional appeals
What is the primary objective of sales promotion?
creating an immediate sales
Incentive to behave in a certain way
What are the three components of IMC?
Advertising, Sales Promotion, PR
A management concept designed to make all aspects of marketing communication work together as a unified force
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