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Understanding the Retail Promotion Mix: Strategies to Enhance Consumer Engagement

The retail promotion mix encompasses essential marketing strategies including advertising, sales promotions, publicity, and personal selling. These tactics influence consumer behavior, affecting their decisions based on brand names, innovative items, and emotional connections. Businesses are encouraged to integrate various activities like media planning and community involvement for effective marketing. Utilizing the A.I.D.A. model—Attention, Interest, Desire, Action—can enhance brand relevance and foster consumer relationships, driving sales and loyalty in an increasingly competitive marketplace.

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Understanding the Retail Promotion Mix: Strategies to Enhance Consumer Engagement

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  1. The retail promotion mix includes: • Advertising • Sales promotion • Publicity • Personal selling. • all of the above

  2. Consumers can be_______: • inconsistent • affected by hype • Influenced by brand names • attracted to innovative items • all of the above

  3. Which of the following can be marketed? • people • places • products • ideas • all of the above

  4. Businesses and the marketers they employ should integrate the following activities: • Sales promotion • Media planning • Community involvement • all of the above

  5. Effective promotional design and advertising for a brand does the following: • positions the brand or group to add value to people’s lives • builds branding to be relevant • creates a bond between the brand/group and the viewer • touches people emotionally • all of the above

  6. The acronym A.I.D.A stands for A______________________ get them to notice youI______________________ make them want to know moreD______________________ now they want your productA______________________ they actually purchase it!

  7. The money a consumer has left over after the essentials are paid for is called • Discretionary Income • Push-through • Shopper segmentation

  8. Which of these types of sales promotion does NOT involve the consumer? • Trade Sales Promotion • Retail Sales Promotion • National Sales Promotion

  9. Which of these is the statistical study of the human population: • Demographics • Psychographics • both

  10. Fashion manufacturers are increasingly advertising directly to the consumer, instead of leaving most of the sales promotion up to the retailer. This method of creating demands for their products and brands at the consumer level is called: • Push-through • Pull-through

  11. Which types of information are measured in Psychographics • Lifestyle • hobbies • Status and price consciousness • Career mobility • all of the above

  12. Primary marketing data is compiled by • Survey • Observaton • Experimentation • all of the above

  13. Focus groups and traffic counts provide • Primary data • Secondary data

  14. Give an example of a FUNCTIONAL benefit of Ivory Soap, a brand with a 125 year history.

  15. Give an example of an EMOTIONAL benefit of the same Ivory soap.

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