Name ______Unit II Review Sheet Worth 25 Points

Name ______Unit II Review Sheet Worth 25 points

Part I. Define. Write down the definition next to the word provided.

1. Institutional promotion –communication process used to create a favorable image for a business which in turn helps sales efforts 2. Advertising-a form of nonpersonal promotion 3. Direct marketing-a type of advertising directed to a targeted group of potential customer through the mail or through e-mail 4. Sales promotion-all marketing activities 5. Public relations-activities that enable an organization to influence a target audience 6. Publicity- one tactic used by public relations professionals to bring information to the public’s attention through a process called placement 7. Promotional mix-a combination of strategies and a cost-effective allocation of resources 8. Storefront-the exterior of a business that includes a store’s sign or logo marquee, outdoor lighting, banners, planters, awnings, windows, the exterior design, ambiance, landscaping, and lighting of the building 9. Point of Purchase Display-a sales promotion device, manufactured units with bold graphics and signage that hold, display, or dispense products 10. Kiosks-interactive point-of-purchase displays that are typically four feet high, have pedestal-mounted high-tech screens, and take up only a few square feet of floor space 11. Media-the avenues through which messages are delivered; also known as channels 12. Print media-newspapers, magazines, direct mail, signs, and billboards used in advertising 13. Transit advertising-advertising found on public transportation 14. Product placement-known as “stealth advertising” companies pay to have their product shown on a movie, tv show, video game or music video 15. Brand- is a name, design or symbol that identifies the products of a company or a group of companies 16. Packaging- physical container or wrapping for a product 17. Label- information, tag, wrapper, seal, or imprinted message that is attached to a product or its package 18. Brand Identity-the elements of a brand that work together to project a consistent image and are instantly recognizable

Part II. Short Answer. Write your answer in the space provided.

19. How do promotional activities influence your purchase?

A good promotion will capture my interest in a product or service and persuade me to look into it more closely. Some students may say that they are not influenced by promotional activities. Why? Name ______Unit II Review Sheet Worth 25 points

20. Why do companies use promotions?

To enhance their public image; to persuade people to buy their product or service; to enhance or create a bigger brand recognition

21. List the five basic categories of promotion in the promotional mix?

Personal selling, advertising, direct marketing, promotion, public relations

22. Why are visual merchandisers vital to retail stores?

They create the design elements of the overall location and displays it contains. Ex. Store Front-Point of Purchase Display

23. What is the purpose or goal of product placement?

To catch the consumer’s eye or make them remember a product without a OBVIOUS commercial advertisement

24. What occurred in 1994, that mandated companies MUST label their food with % of daily-recommended amounts?

Federal Nutrition Labeling and Education Act

25. List and explain the six functions of packaging

 Promote and sell (Ex: colorful)  Defines identity (Ex: checkered lids on Smuckers)  Provides information (Ex: label, nutrition info.)  Meets consumer needs (Ex: single-serving cups)  Ensures safe use (Ex: Medication, instructions)  Protects the product (Ex: Styrofoam, bubble wrap)

Part III. Types of Media. List examples in the space provided.

Types of Media Type Examples Print Newspaper, Magazine, Direct-mail, Outdoor, Transit Broadcast TV, Radio Internet Pop-Ups, Social Media, Video Specialty Giveaways, Calendars, Pens, Pencils Point of Purchase Valentines Day Hearts Name ______Unit II Review Sheet Worth 25 points