Name____________________________________Date________________________Period__________
Ch.11 Consumer-Oriented Advertising and Sales Promotion
11.1 Consumer-Oriented Advertising
1. __________________________________ is created from the customer’s perspective to make
the message more appropriate and significant for customers.
2. What are the six Consumer-Oriented Advertising Approaches the book named and described on
pg. 297 – 298.
1
Name____________________________________Date________________________Period__________
Ch.11 Consumer-Oriented Advertising and Sales Promotion
3. Changing consumer ____________ and _______________ present a major challenge for
consumer-oriented advertising. Economic, ___________________, and ________________
factors affect consumer ________________________ and their _________________ behaviors.
A _____________________ is a generalization about the “typical” characteristics of a specific
group of individuals.
4. The main goal of a public relations campaign is to ______________ a company’s
____________________. A ______________________ is a company’s support of an issue,
cause, or event that is consistent with company objectives. Well-planned sponsorships can
demonstrate brand ___________, increase __________________, and boost
________________.
5. To ensure a successful sponsorship, certain steps should be taken. List and describe these.
2
Name____________________________________Date________________________Period__________
Ch.11 Consumer-Oriented Advertising and Sales Promotion
11.2 – Consumer-Oriented Sales Promotions
6. ________________________________ include a variety of incentives designed to encourage
customers to buy a specific brand.
7. What are the common consumer-oriented sales promotions found on page 303?
8. Sales promotions are often used to produce a _________________ increase in sales.
________________________________________________________ are designed to create
short-term increases in sales. These types of promotions have 3 common characteristics. They
are the following:
a. .
b. .
c. .
3
Name____________________________________Date________________________Period__________
Ch.11 Consumer-Oriented Advertising and Sales Promotion
9. _______________________________________________________________ help build longterm brand loyalty and brand value among consumers. These types of promotions help
strengthen the bond between the _________and the consumer. Common characteristics of
brand-building sales promotions include the following:
a. .
b. .
c. .
10. A ________________________ is a joint promotion of two or more products or services. The
intention of this type of promotion is to ___________________ brand awareness and sales of
both products.
11. Consumer benefits allow consumers to:
a. .
b. .
c. .
d. .
e. .
12. The rewards received from sales promotions can be _______________ or ________________.
13. _________________________ involves techniques used to get consumers to make a purchase
in a nonretail setting, such as the consumer’s home or office. This can help a company achieve
the following promotional objectives:
a. .
b. .
c. .
d. .
4
Name____________________________________Date________________________Period__________
Ch.11 Consumer-Oriented Advertising and Sales Promotion
14. A ____________________________ is a collection of names, addresses, and behavioral
information gathered from individual customers. The _____________________ calculate the
value of each customer based on recency, frequency, and ____________________ factors.
_________________________ is a direct marketing program aimed at customers who already
purchase other products from the company.
15. ________________________________ is the process of selling products through
representatives who work door-to-door or at home sales parties. Examples of this
_____________, ______________________, ____________________ baskets. Television
shopping networks are another way to reach customers at home. Examples are
_____________________ and QVC.
11.3 – Branding and Positioning
16. A _________________ is the combination of unique qualities of a company, product, or product
line. ___________________ is a marketing strategy used to ____________ brand recognition.
There are several benefits of branding for companies:
a. ____________________________________________________________________
b. ____________________________________________________________________
c. ____________________________________________________________________
d. ____________________________________________________________________
e. ____________________________________________________________________
f.
____________________________________________________________________
17. An important objective of any branding strategy is to build and enhance _______________
________________. _________________ ________________ is the value that a company
realizes from having a product with a recognizable name.
5
Name____________________________________Date________________________Period__________
Ch.11 Consumer-Oriented Advertising and Sales Promotion
18. Brand equity is built on brand ____________________, perceived ________________ and
_____________________, ______________________, brand _________________, and often,
______________________ advertising campaigns.
19. The extent to which a brand is recognized and associated with a specific product or service is
known as ________________ _____________________. Fill in figure below regarding the
progression of brand awareness.
20. _______________ _________________ is the consumer’s commitment to purchase one brand
over all other brands.
21. Today, a lot of companies use ______________ __________________ as a way to increase
brand awareness. It is a tool used that attempts to reach target customers by creating a “buzz”
about a brand through online word-of-mouth advertising.
22. Consumers’ buying decisions are often influenced by _____________ _______________, which
is the consumer’s impression of a brand. It consists of the _________________ and
__________________ associated with a brand. Linking a product’s image to emotions is known
as ________________________________.
23. A ___________________________________ is a no-name product that competes with brandname products. These brands are also called _____________________________ or
_____________________________.
24. ___________________________ is the process of creating a unique image or identity for a
brand to distinguish it from competing brands.
6
Name____________________________________Date________________________Period__________
Ch.11 Consumer-Oriented Advertising and Sales Promotion
25. List the Product Positioning Strategies, explain them, and give examples from the book:
Strategy
Definition
7
Example