24 Questions
What is a key advantage of events and experiences as a communication tool?
Relevant
Which of the following is NOT a type of sales promotion?
Press kits
What is a key quality of public relations and publicity?
High credibility
What is an example of an event or experience as a communication tool?
Trade show
Which of the following is a communication platform?
Communication tools
What is a key benefit of a well-thought-out public relations programme?
Extremely effective
Which of the following is a type of sales promotion?
Coupons
What is a key characteristic of public relations and publicity?
Ability to catch buyers off guard
What is the primary purpose of non-personal communication channels?
To direct communication to more than one person
What type of media is included in non-personal communication channels?
Print, broadcast, network, electronic, and display media
What is an example of an event or experience in non-personal communication channels?
A sports event
What is the purpose of publicity or public relations in non-personal communication channels?
To communicate internally or externally to consumers, other firms, media, and government
What has been the focus of recent growth in non-personal communication channels?
Events and experiences
What is a benefit of creating or sponsoring events in non-personal communication channels?
Building a brand image
What are companies searching for in terms of event sponsorship?
Better ways to quantify the benefits
What is the purpose of creating events designed to surprise the public and create buzz?
To create buzz and generate interest
Which of the following is an example of an event or experience in communication?
Sports
What is a characteristic of direct marketing?
Interactive
Which of the following is a type of communication platform?
Personal Selling
What is the primary goal of personal selling?
Building up buyer preference, conviction, and action
Which of the following is an example of a direct marketing tool?
Catalogs
What is a benefit of direct marketing?
It allows for targeted communication with customers
Which of the following is an example of an event or experience in communication?
Company museums
What is a characteristic of direct marketing?
Up-to-date
Study Notes
Communication Tools
- Sales Promotion involves contests, games, sweepstakes, premiums, sampling, trade shows, exhibits, coupons, rebates, entertainment, and continuity programs.
Public Relations / Publicity
- Public Relations (PR) / Publicity includes press kits, speeches, seminars, annual reports, charitable donations, publications, community relations, and lobbying.
- PR has three distinctive qualities: high credibility, ability to catch buyers off guard, and dramatization.
- A well-thought-out PR program can be extremely effective when coordinated with other promotion-mix elements.
Events and Experiences
- Events and experiences are relevant, involving, and implicit.
- Examples of events and experiences include sports, arts, entertainment, cause events, factory tours, company museums, and street activities.
- Companies can build their brand image through creating or sponsoring events.
Non-Personal Communication Channels
- Non-personal communication channels include media, sales promotions, events, and publicity.
- Media includes print, broadcast, network, electronic, and display media.
- Sales promotions consist of consumer promotions, trade promotions, and business and sales-force promotion.
- Events and experiences include sports, arts, entertainment, and cause events.
- Publicity/ Public Relations (PR) include communications directed internally or externally to consumers, other firms, media, and government.
Direct Marketing
- Direct Marketing involves catalogs, mailings, telemarketing, electronic shopping, TV shopping, fax mail, e-mail, voice mail, and sms.
- Direct marketing is customized, up-to-date, interactive, immediate, and direct.
Personal Selling
- Personal Selling involves sales presentations, sales meetings, incentive programs, samples, and fairs and trade shows.
- Personal selling is the most effective tool at the later stages of the buying process, particularly in building up buyer preference, conviction, and action.
This quiz covers various communication tools used in sales promotion, including contests, premiums, sampling, trade shows, and more. Learn about the different ways to promote your products and services.
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