Duplicate
Export
Register
😊
Welcome to Scholarly
1 Flashcard Deck
Send to Chat
AI Edit
Heading 3
Highlight
👋 Welcome to Scholarly!
Send to Chat
AI Edit
Normal Text
Highlight
Send to Chat
AI Edit
List / Notes
Highlight
Here's what Scholarly can do:
Send to Chat
AI Edit
List / Notes
Highlight
â—¦
Write Notes
Send to Chat
AI Edit
List / Notes
Highlight
â—¦
Turn entire PDFs into Flashcards (Automatically w/ AI)
Send to Chat
AI Edit
List / Notes
Highlight
â—¦
Turn pictures with text into Flashcards (Automatically w/ AI)
Send to Chat
AI Edit
List / Notes
Highlight
â—¦
Chat with PDF!
Send to Chat
AI Edit
List / Notes
Highlight
â—¦
Chat with your notes!
Send to Chat
AI Edit
List / Notes
Highlight
â—¦
Create Flashcards
Send to Chat
AI Edit
List / Notes
Highlight
â—¦
Study AI generated quizzes from your flashcards *creates actual quiz questions using your flashcard deck*
Send to Chat
AI Edit
List / Notes
Highlight
â—¦
Smart Auto Complete, try writing some text and you'll see super smart AI suggestions!
Send to Chat
AI Edit
Heading 3
Highlight
Learn Scholarly by trying these things: 👇
Send to Chat
AI Edit
Checklist
Highlight
Drag the 9 dots next to a line to move it
Send to Chat
AI Edit
Checklist
Highlight
Select multiple lines by using the lasso tool, just like your desktop
Send to Chat
AI Edit
Checklist
Highlight
Create a flashcard by typing '/' and searching flashcard. (PS: You can just click enter rather than manually clicking it)
Send to Chat
AI Edit
Checklist
Highlight
Add items to your flashcard by clicking the 'Edit' button on the flashcard
Send to Chat
AI Edit
Checklist
Highlight
Write notes by hitting 'Enter' on a line and then pressing Tab on your keyboard
Send to Chat
AI Edit
Checklist
Highlight
Try out smart auto complete by typing something and waiting a second
Send to Chat
AI Edit
Normal Text
Highlight
Send to Chat
AI Edit
Normal Text
Highlight
BTW, you can talk to your personal AI assistant by clicking the robot icon on the bottom left. Ask it anything about this page or anything in general!
Untitled Flashcards
Study
What is communication?
Communication is how we share information with each other using words and pictures.
What are the two categories of communication?
There are two kinds of communication - talking to a few people and talking to many people at the same time.
What is interpersonal communication?
It is when we talk face to face with our friends or family.
What is mass communication?
It is when we send messages to lots of people through TV, internet, or other big ways.
What is promotion in communication?
It's when we use communication to tell people about a product and why they should like it.
What is informative promotion?
When we tell people about a new product and how it works.
What is persuasive promotion?
When we try to make people want to buy a product by saying it's better than others.
What is connection in promotion?
It's when we use ads on TV or internet to tell people about a product, but it's not personal.
What is advertising?
It's when a company pays to tell people about their product on TV or internet.
What is public relations?
It's when a company tries to make people like them by talking to the media, but they can't control what the media says.
What is sales promotions?
It's when companies give discounts or other special offers to make people buy their products right away.
What is the difference between advertising and sales promotions?
Advertising tells people why their product is better, while sales promotions give people a reason to buy it now, like it being cheaper.
What is sampling in sales promotions?
It's when customers get free or cheap small versions of a product to try it.
What are common forms of consumer sales promotions?
They include giving rewards to people for being loyal customers, encouraging them to buy bigger sizes, and making them want to buy the product again and again.
Trade up or purchase larger sizes
Choose to exchange for or buy bigger things
Costco
A store where you can buy lots of stuff in big sizes
50 for a larger item
Get 50 dollars back when you buy a bigger thing
Stimulate repeat purchases
Encourage people to buy things more than once
Subscriptions
Consumers agreeing to receive a product or service regularly, typically for a fixed period and at a set price.
Reaction to competitor efforts
Company's response to competitive actions, such as new product launches, pricing changes, or marketing strategies.
Price matching with Nordstroms
Matching a competitor's price, typically used to retain customers and remain competitive in the market.
Direct Marketing
Marketing strategy that involves presenting information about a company's product or service directly to the consumer, usually through a variety of media.
Personal Selling
Face-to-face communication and persuasion used by sales representatives to directly communicate with potential buyers.
Direct mail
Marketing strategy that involves sending promotional material directly to potential customers via mail or other delivery services.
Telemarketing
Marketing strategy that involves using the telephone to promote and sell products or services to potential customers.
Social media
Online platforms and websites that allow users to create and share content, as well as participate in social networking.
Emails
Electronic messages sent over the internet to communicate with potential or existing customers, promoting products or services.
Personalized selling plan specific to customers
Tailored sales approach that takes into account the specific needs, preferences, and characteristics of individual customers.
Consumers can provide feedback and ask questions
Ability of consumers to share their opinions and ask questions about products or services, often through customer service channels or online platforms.
Internet and Promotional Mix
Incorporation of internet-based strategies and tools into the overall promotional mix of a company, including digital advertising, social media marketing, and email campaigns.
Paid media
Promotional efforts for which a company pays, such as advertising space, sponsored content, or influencer partnerships.
Paying for advertising
Allocating resources to purchase ad space across various media platforms, such as television, radio, print, or digital channels.
Earned media
Promotional efforts gained through word-of-mouth, social sharing, or editorial coverage, often as a result of positive brand experiences or compelling content.
Public relations
Strategic communication efforts aimed at maintaining a positive public image and building goodwill for a company or brand.
Company introducing a new product
Process of launching a new product into the market, often involving promotional activities to generate awareness and interest.
Donation behavior
The act of giving money, goods, or services to charitable organizations or causes, often driven by philanthropic motives.
Nonprofit behavior
Activities and initiatives undertaken by nonprofit organizations, including fundraising, awareness campaigns, and community outreach.
Consumers sharing advertising on their own accord
When consumers voluntarily share advertisements or promotional content with their networks, often due to genuine interest or positive experiences.
Owned Media
Channels and platforms owned or controlled by a company, such as websites, social media accounts, or proprietary publications.
Brands promoting their own media and becoming their own publishers through things like social media
Companies leveraging their own media channels to publish and distribute content, effectively becoming creators and distributors of their own promotional material.
Digital Media types
Various forms of media that are digitized and distributed electronically, including digital advertising, social media content, website content, and online videos.
Integrated Marketing Communications
Coordinated approach that integrates all elements of the promotion mix to ensure a consistent and unified message is communicated to the target audience.
AIDA Model
Marketing model that outlines the stages a consumer goes through when exposed to a message: Attention, Interest, Desire, and Action.
Attention
Stage in the AIDA model where the consumer's attention is captured through advertisements or messaging.
Interest
Stage in the AIDA model that aims to create curiosity and interest among consumers through messaging and content.
Desire
Stage in the AIDA model that focuses on conveying how the product or service can fulfill the consumer's needs and desires.
Action
Stage in the AIDA model that encourages consumers to take action, often through special offers or strong closing pitches.
Factors affecting the choice of promotional tools
Various considerations that influence the selection of promotional strategies and tactics, including the nature of the product, stage in the product's life cycle, and target market characteristics.
Nature of the product
Characteristics of the product, such as its complexity, benefits, and unique selling points, which impact the choice of promotional tools.
Stage in product's life cycle
The phase of a product's existence in the market, such as introduction, growth, maturity, or decline, which influences the promotional strategies employed.
Advertising
Promotional messages and content distributed through various media channels to inform, persuade, or remind consumers about a company's products or services.
Reminder advertising
Advertising strategy aimed at reminding consumers about a product or brand, often used during the maturity and decline stages of a product's life cycle.
Target market characteristics
The demographic, psychographic, and behavioral attributes of the specific audience or consumer segments that impact the choice of promotional tools.
What media does your target market use
Understanding the media consumption habits and preferences of the target market in order to select the most effective promotional channels and platforms.
Advertisement public relations
Concentrated In person events personal selling
Type of buying decision
Routine consumer decisions and for basic easy to use
Advertising
Very effective in getting attention to the brand
Convenience product
Complex extensive decisions
Direct Marketing
Where questions and feedback come into play
Promotional Funds
Push or Pull strategy
Who are you focusing your communications on
Push Manufacturer promoting the product to retailer who promotes to end consumer
Pharmaceutical Business
Push
Pull
Manufacture trying to get their product through the end consumer
Business/Consumer
Pull
Chapter 16-18 Advertising and market share
Advertising response function
Phenomenon in which spending for advertising increases sales or market share to certain level but then produces diminishing returns
Advertising response function
Advertising initially will have a high return rate but later in advertising the return rate will be lower due to oversaturation
Advertising response function
Advertising may change a consumers negative attitude toward a product or reinforce a positive attitude but it is not good for really connecting with consumers creating long-term relationships and cannot change deeply rooted values
Advertising response function
Product advertising
Competitive advertising
Stimulates secondary demand
Fully focused on a single brand and creating beneficial attitudes towards a singular brand
Comparative
Tells you why one brand is better than the other, heavily saturated markets to differentiate themselves
Pioneering
Stimulates primary demand, new product or category, and used during the introductory stages of product life cycle
Setting objectives
Advertising Objective
Identifies the specific communication task that a campaign should accomplish for a specified target audience during a specific period
Advertising Objective
DAGMAR approach
Product benefits, What benefits am I trying to sell to consumer, should answer what is in it for me as a consumer, Attribute shows what it is, Benefit is how it benefits so
Media decisions in advertising
Medium, The channel and platform the ad will be on
Media planning
The series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience
Media scheduling
Continuous media schedule, run steadily throughout the year
What is the strategy where advertising runs heavily at specific time intervals to achieve greater impact?
Pulsing (Combines Flighted and continuous)
Why are more movie ads aired on Thursdays?
Because people are planning weekends
What type of media schedule is based on a specific season?
Seasonal Media Schedule
What are sales promotion tools that motivate consumers or members of the distribution channel with short-term incentives to make an immediate purchase?
Sales Promotion (e.g. Contests, Sweepstakes, etc.)
What are promotions in which participants use some skill or ability to compete for prizes?
Contests
What are promotions that depend on chance and have free participation?
Sweepstakes (e.g. Raffle)
What type of marketing communication activities are other than advertising, personal selling, and public relations?
Sales Promotion
Who are social media influencers?
Individuals who have established credibility and audience loyalty in a particular industry or topic
Scholarly Assistant's Insights
Scholarly is an innovative platform offering note-taking, flashcards, AI quizzes, and smart auto-complete features.
Software Development
Ai
Study Tools
Digital Media
Communication
+12 more
Ask Scholarly Assistant
Similar Pages
Login to Leave a Comment
Give your feedback, or leave a comment on a page to share your thoughts with the community.
Login