Term
| Three things sales promotions can accomplish |
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Definition
CAN:
1. Reinforce advertising.
2. Obtain trial purchases from customers.
3. Invigorate sales of a mutual brand. |
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Term
| Three things sales promotions cannot accomplish. |
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Definition
CANNOT:
1. Compensate for a poorly trained sales force or lack of advertising.
2. Give the trade or consumers any compelling long-term reason to continue brand usage.
3. Permanently stop an established brand's declining sales trend. |
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Term
| Explain how retailers can charge manuf. slotting allowances when many people feel that they are a form of bribery. |
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Definition
| Slotting allowances provide retailers w/an insurance policy against failing brands and cover stocking & change fees. |
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Term
| Explain forward buying and diverting. Who benefits or loses from these practices? |
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Definition
Forward buying: retailers often purchase enough products on deal to carry them over until the manuf.'s next deal. (also called bridge buying).
WINNERS: Retailers
LOSERS: Consumers and Manuf. (reduced margins)
DIVERTING - occurs when a manuf. restricts a deal to a certain geographical area instead of making it national.
WINNERS: Geographically located retailers
LOSERS: Manuf. (tampering and image) |
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Term
| Describe the coupon redemption process and how misredemption can occur. |
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Definition
Manuf -> Consumer -> Retailer -> Clearing House -> Redemption Center -> Retailer/Manuf.
Misredemption occurs at every level. (Examples: expired coupons, not purchased items, stealing FSIs). |
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Term
| Name and describe two major forms of bilboard advertising. |
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Definition
1. Electronic (4-10 second rotation)
2. Poster Panels (silk screened - 'normal billboards') |
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Term
| Discuss three ethical issues in advertising. |
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Definition
Advertising is:
1. Untruthful or deceptive.
2. Manipulative
3. In bad taste |
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Term
| List and describe four general recommendations given to marcom practitioners for making appropriate environmental claims. |
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Definition
1. Make specific claims.
2. Reflect current disposal options.
3. Make substantive claims.
4. Make supportable claims.
(SPECIFIC, DISPOSAL, SUBSTANTIVE, SUPPORTABLE) |
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