Chat with AIExam 9: Promotion Concepts
List and describe the two basic strategies of the target market consideration step in promotional planning.
(42) 
Verified1.Push strategy: The emphasis is on having the channel intermediaries "push" the sports products through the channel of distribution to the final customer.A manufacturer might direct initial promotional efforts to a wholesaler who then promotes the sport product to the retailer and the retailer promotes the product to the final user.The objective is to get as much of the product into the warehouse or store.This strategy generally ignores the customer.The promotion mix element that is most prevalent is personal selling (salesperson of the manufacturer to wholesaler or retailer).
2.Pull strategy: The target audience is the customer.The broad objective is to stimulate demand of the sport product,and with this,the retailers are forced to stock their shelves with the product.This is the more common of the two strategies.
List and describe the promotion mix elements.
(37) Verified1.Advertising: a form of one-way mass communication (TV,radio,print)about a product,service,or idea,paid for by an identified sponsor.
2.Personal Selling: an interactive form of interpersonal (seller to buyer)communication designed to build customer relationships and produce sales or sports products,services,or ideas.
3.Sales Promotion: short-term incentives usually designed to stimulate immediate demand for sports products or services.
4.Public or Community Relations: evaluation of public attitudes,identification of areas within the organization in which the sports population may be interested,and building of a good "image" in the community.
5.Sponsorship: investing in a sports entity (athletic,league,team,event,and so on)to support overall organization objectives,marketing goals,and more specific promotional objectives.
The emphasis is on convincing channel members to move the product through the channel to the ultimate consumer in a(n)_____ strategy.
(42) VerifiedC
According to the text,a one-sided message only states the positive features of the sports product,whereas a two-sided message includes both the benefits and weaknesses of the product.
(38) An advertiser's influence on consumers is typically explained through use of the _____ model.
(39) Major League Baseball seeks to ensure that its advertising message is consistent with the message of its personal selling and sales promotional efforts.This emphasis upon consistency is most consistent with the concept of _____.
(38) The target audience for a push strategy is not channel intermediaries but the ultimate consumer.
(33) In which of the following budgeting approaches can the previous year's sales most strongly influence the current year's advertising budget?
(34) According to the text,in sports marketing the sender or source is usually a star athlete.
(41) The intended target of any basic marketing communication is called the _____.
(37) Which of the following forms of promotion is typically intended to produce immediate sales?
(34) The element in the sports communication process that develops the exact content of words and symbols to be transmitted to the receiver is the message.
(38) Encoding,performed by the receiver,is the interpretation of the message sent by the source through the channel.
(28) According to the text,decisions on which _____ to choose depend largely on the overall promotional objective.
(41) According to the text,communication is the process of establishing a commonness of thought between the sender and the encoder.
(43) The process of establishing shared meanings,exchanging ideas,or passing information between a source and a sender is at the heart of _____.
(41) The broad sports promotional objectives are to inform,persuade,and remind the consumer,but the ultimate promotional objective is to induce the consumer to action.
(37) Which of the following promotional budgeting approaches is the most difficult to implement?
(37) 
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