Marketing Management Unit 8 Test Review

Front

Image or Institutional Promotion

Back

Used by businesses to create a favorable image of themselves

Front

Advertising

Back

• non-personal and mostly paid promotions, using mass media outlets - cheapest form of advertising is social media

Front

• Media Relations, Speaking Engagements, Community Relations and Philanthropy (highest credibility, but least amount of message control)

Back

Public Relations

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Sales Promotion

Back

• This includes coupons, or contest advertising where the customer has to do something to be entered to win

Front

• This is where one person, a salesperson, uses techniques to build relationships potential customers (has the most personal contact). This involves face-to-face meetings, telephone conversations and/or zoom meetings (these are often confused with advertising)

Back

Personal Selling

Front

CPI or Cost Per Impression

Back

• this means the amount of “eyes” or “People” who have seen your ad

Front

CPA or Cost Per Action

Back

• this means how many people have responded to your ad

Front

CPTI or Cost Per Targeted Impression

Back

this means the percentage of people who are in the businesses customer group

Front

CPM or Cost per mille

Back

an advertising metric that measures how many advertising dollars you must spend to reach 1000 people

Front

• a legal responsibility to ensure that any claims are truthful, not deceptive and that their marketing activities don't break the law

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Ethical Marketing