Promotional Strategies Study Guide Ch. 1-3

Promotional Strategies Study Guide Ch. 1-3 - Promotional...

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Unformatted text preview: Promotional Strategies Study Guide Chapters 1-3 Chapter 1 1. Asymmetric Communications SS+Ks trademarked technique of mapping their clients issue, brand, competition, and targeted audience to develop a big idea that will drive their marketing and communications 2. Integrated Model A full array of services offered to clients including advertising, marketing, design, public relations, public affairs, and research 3. Media-Agnostic Willingness to use any medium or discipline to solve a clients problem 4. Pitch Process in which a client invites an agency to present itself with the hope of winning the account 5. Request for Proposal (RFP) Communication to agencies in which the client lays out basic info about its business and requirements for the job 6. Pitch Process (1) Filing the RFP (2) Chemistry Meeting (3) Initial Strategic Thinking (4) Creative Presentation 7. Chemistry Meeting Based on the responses to the RFP, the client will invite select agencies to meet in person to gauge chemistry between them 8. Spec Work Preliminary ideas based on the agencys best guess as to what might appeal to and work best for a client and presented in a form that is very close to finished Chapter 2 1. Advertising Non-personal communication from an identified sponsor intended to inform consumers or persuade or remind them to buy a certain product or service 2. Guerilla Marketing A tool in the promotional mix in which public relations professionals stage an even to ambush consumers with messages in place theyre not expecting to encounter them 3. Industrial Revolution 4. Print Advertising 5. Direct Mail 6. Specialty Print Media 7. Broadcast Media 8. Television 9. Radio 10.Outdoor Advertising 11.Point-of-Purchase (POP) Displays 12.Online Advertising 13.Consumer Packaged Goods (CPG) Companies 14.Sales Promotion A basic tool in the promotional mix; any activity intended to produce short- term change in behavior, including limited-time incentives for consumers and for trade partners 15.Specialty Advertising Giving away merchandise to promote awareness of a company at trade shows or conferences or in mail campaigns 16.Promotional Product Free merchandise 17. Premium A tool in the promotional mix that gives consumers a free item with the purchase of another item 18.User-generated Content (UGC) Online venues such as blogs or web sites where consumers review products they gave bought or ask questions about a product 19. Ad-supported content19....
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Promotional Strategies Study Guide Ch. 1-3 - Promotional...

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