Global Marketing: Communication Tools

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Questions and Answers

What is a key advantage of events and experiences as a communication tool?

Explicit

Relevant (correct)

Cost-effective

Mass reach

Which of the following is NOT a type of sales promotion?

Sampling

Press kits (correct)

Premiums

Trade shows, exhibits

What is a key quality of public relations and publicity?

Short-term results

High cost

High credibility (correct)

Mass reach

What is an example of an event or experience as a communication tool?

Trade show Signup and view all the answers

Which of the following is a communication platform?

Communication tools Signup and view all the answers

What is a key benefit of a well-thought-out public relations programme?

Extremely effective Signup and view all the answers

Which of the following is a type of sales promotion?

Coupons Signup and view all the answers

What is a key characteristic of public relations and publicity?

Ability to catch buyers off guard Signup and view all the answers

What is the primary purpose of non-personal communication channels?

To direct communication to more than one person Signup and view all the answers

What type of media is included in non-personal communication channels?

Print, broadcast, network, electronic, and display media Signup and view all the answers

What is an example of an event or experience in non-personal communication channels?

A sports event Signup and view all the answers

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 Signup and view all the answers

What has been the focus of recent growth in non-personal communication channels?

Events and experiences Signup and view all the answers

What is a benefit of creating or sponsoring events in non-personal communication channels?

Building a brand image Signup and view all the answers

What are companies searching for in terms of event sponsorship?

Better ways to quantify the benefits Signup and view all the answers

What is the purpose of creating events designed to surprise the public and create buzz?

To create buzz and generate interest Signup and view all the answers

Which of the following is an example of an event or experience in communication?

Sports Signup and view all the answers

What is a characteristic of direct marketing?

Interactive Signup and view all the answers

Which of the following is a type of communication platform?

Personal Selling Signup and view all the answers

What is the primary goal of personal selling?

Building up buyer preference, conviction, and action Signup and view all the answers

Which of the following is an example of a direct marketing tool?

Catalogs Signup and view all the answers

What is a benefit of direct marketing?

It allows for targeted communication with customers Signup and view all the answers

Which of the following is an example of an event or experience in communication?

Company museums Signup and view all the answers

What is a characteristic of direct marketing?

Up-to-date Signup and view all the answers

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.

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Description

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.