Deck 13: Promotion: Deciding on Messages, Messengers, and Creative Strategies

Question 1

For the Barriers to Behavior step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

A) Yes, will inform promotion strategy.
B) No, doesn't inform promotion strategy.

Answer 1

A

Question 2

What is the objective of the Promotion tool?

Answer 2

Highlight the offer: Product, Price, Place. Might also mention inspire to action; highlight benefits; address barriers

Question 3

For the Desired Behavior step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

A) Yes, will inform promotion strategy.
B) No, doesn't inform promotion strategy.

Answer 3

A

Question 4

For the Positioning Statement step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

A) Yes, will inform promotion strategy.
B) No, doesn't inform promotion strategy.

Question 5

What is the benefit of a Creative Brief?

Question 6

For the Benefits to Behavior step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

A) Yes, will inform promotion strategy.
B) No, doesn't inform promotion strategy.

Question 7

What are the three major factors that were mentioned that contribute to perceived messenger credibility?

Question 8

What do you want your target audience to _______?

Question 9

What do you want your target audience to _______?

Question 10

What are at least two potential messenger types?

Question 11

What do you want your target audience to _______?

Question 12

What was at least one recommendation authors had when pretesting?

Question 13

Which one as the next most potential for inspiring effective creative strategies and why?

Question 14

For the Place step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

A) Yes, will inform promotion strategy.
B) No, doesn't inform promotion strategy.

Question 15

In your opinion, which one has the greatest potential for inspiring effective creative strategies and why?

Question 16

For the Price step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

A) Yes, will inform promotion strategy.
B) No, doesn't inform promotion strategy.

Question 17

What is one ethical consideration when deciding on messages, messengers, and creative strategies?

Question 18

In the Marketing Highlight featuring Seafood Watch, program managers counted on consumers requesting and purchasing "Green Fish" to influence audiences midstream and upstream. Name two of those audiences.

Question 19

For the Product step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

A) Yes, will inform promotion strategy.
B) No, doesn't inform promotion strategy.

Question 20

For the Target Audience step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

A) Yes, will inform promotion strategy.
B) No, doesn't inform promotion strategy.