Chapter 13 Integrated Marketing Communications: Promotional Strategy, Advertisi

91. Define sales promotion. How is it most effectively used in a promotional campaign?

92. List and describe the three major channel focused sales promotion approaches targeted toward channel members.

93. What is clutter, how is it described as it relates to customers, and how does it impact media selection and creative execution?

94. What is puffery and why must it be used carefully?

95. List and describe the steps of the AIDA model.

96. Explain the difference between IMC and the historical approach to promotions.

97. What promotion mix elements should be the focus of a push strategy?

98. Explain the fundamental differences between a push and a pull strategy. Which type is usually used?

99. What promotion mix elements should be the focus of a pull strategy?

100. Why are employees of a firm potentially its best and most trusted brand and message ambassadors and give an example of a company that puts this to good use?

101. Describe the goal of institutional advertising and give an example of an institutional advertising campaign.