Podcast
Questions and Answers
What is a key advantage of events and experiences as a communication tool?
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?
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?
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?
What is an example of an event or experience as a communication tool?
Which of the following is a communication platform?
Which of the following is a communication platform?
What is a key benefit of a well-thought-out public relations programme?
What is a key benefit of a well-thought-out public relations programme?
Which of the following is a type of sales promotion?
Which of the following is a type of sales promotion?
What is a key characteristic of public relations and publicity?
What is a key characteristic of public relations and publicity?
What is the primary purpose of non-personal communication channels?
What is the primary purpose of non-personal communication channels?
What type of media is included in non-personal communication channels?
What type of media is included in non-personal communication channels?
What is an example of an event or experience in non-personal communication channels?
What is an example of an event or experience in non-personal communication channels?
What is the purpose of publicity or public relations in non-personal communication channels?
What is the purpose of publicity or public relations in non-personal communication channels?
What has been the focus of recent growth in non-personal communication channels?
What has been the focus of recent growth in non-personal communication channels?
What is a benefit of creating or sponsoring events in non-personal communication channels?
What is a benefit of creating or sponsoring events in non-personal communication channels?
What are companies searching for in terms of event sponsorship?
What are companies searching for in terms of event sponsorship?
What is the purpose of creating events designed to surprise the public and create buzz?
What is the purpose of creating events designed to surprise the public and create buzz?
Which of the following is an example of an event or experience in communication?
Which of the following is an example of an event or experience in communication?
What is a characteristic of direct marketing?
What is a characteristic of direct marketing?
Which of the following is a type of communication platform?
Which of the following is a type of communication platform?
What is the primary goal of personal selling?
What is the primary goal of personal selling?
Which of the following is an example of a direct marketing tool?
Which of the following is an example of a direct marketing tool?
What is a benefit of direct marketing?
What is a benefit of direct marketing?
Which of the following is an example of an event or experience in communication?
Which of the following is an example of an event or experience in communication?
What is a characteristic of direct marketing?
What is a characteristic of direct marketing?
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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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