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What is the common medium used in direct response advertising?
What is the common medium used in direct response advertising?
Which type of advertisement demonstrates how the product is used?
Which type of advertisement demonstrates how the product is used?
What is the method of sending messages using the internet?
What is the method of sending messages using the internet?
What is the collection of data that makes it accessible to search for information of interest?
What is the collection of data that makes it accessible to search for information of interest?
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What measures the number of times a specific component of a site is requested?
What measures the number of times a specific component of a site is requested?
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What measures the number of different visitors to a site within a specified period of time?
What measures the number of different visitors to a site within a specified period of time?
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What determines whether viewers remember the ads they see and recall them using interviews?
What determines whether viewers remember the ads they see and recall them using interviews?
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What is the prime indicator of effectiveness in advertising?
What is the prime indicator of effectiveness in advertising?
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What is a certificate that entitles the bearer to a stated saving on the purchase of a specific product called?
What is a certificate that entitles the bearer to a stated saving on the purchase of a specific product called?
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Which type of sales promotion device involves competing for a prize based on skill?
Which type of sales promotion device involves competing for a prize based on skill?
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What is the term for items or merchandise offered at a relatively low cost as a bonus to purchases of a particular product?
What is the term for items or merchandise offered at a relatively low cost as a bonus to purchases of a particular product?
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What are devices used to convince retailers and obtain retail distribution of a product?
What are devices used to convince retailers and obtain retail distribution of a product?
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What is the term for coupons distributed for products carried by a retailer, not only the manufacturer's brand?
What is the term for coupons distributed for products carried by a retailer, not only the manufacturer's brand?
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What is the term for displays used to promote products at the point of purchase?
What is the term for displays used to promote products at the point of purchase?
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What is the term for promotional activities that intend to push a manufacturer's product?
What is the term for promotional activities that intend to push a manufacturer's product?
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What is the term for activities that evaluate public attitudes and identify the policies of an organization with the public interest?
What is the term for activities that evaluate public attitudes and identify the policies of an organization with the public interest?
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What is the purpose of public relations in creating excitement before media advertising?
What is the purpose of public relations in creating excitement before media advertising?
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What is the role of public relations in establishing a hotline for customer concerns?
What is the role of public relations in establishing a hotline for customer concerns?
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What is the primary goal of publicity?
What is the primary goal of publicity?
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What is the goal of the persuader stage in the selling process?
What is the goal of the persuader stage in the selling process?
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What is the role of the prospector stage in the selling process?
What is the role of the prospector stage in the selling process?
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What is the goal of the problem solver stage in the selling process?
What is the goal of the problem solver stage in the selling process?
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What is the primary goal of advertising in the early stage of the response hierarchy?
What is the primary goal of advertising in the early stage of the response hierarchy?
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What type of communication involves face-to-face interaction between the buyer and seller?
What type of communication involves face-to-face interaction between the buyer and seller?
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What role does a personal selling agent or sales representative play in an organization?
What role does a personal selling agent or sales representative play in an organization?
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What is the primary function of a telemarketing department?
What is the primary function of a telemarketing department?
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What is event marketing?
What is event marketing?
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What is event sponsorship?
What is event sponsorship?
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What is the purpose of push technique?
What is the purpose of push technique?
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What is the purpose of Yellow Pages ads?
What is the purpose of Yellow Pages ads?
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What is the main objective of tracking in site performance?
What is the main objective of tracking in site performance?
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What is the primary purpose of identifying the marketing goal of the client?
What is the primary purpose of identifying the marketing goal of the client?
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What does the copy of an advertisement typically consist of?
What does the copy of an advertisement typically consist of?
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What is the primary consideration for advertisers with limited budget?
What is the primary consideration for advertisers with limited budget?
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What is the primary purpose of identifying the major characteristics of the target market?
What is the primary purpose of identifying the major characteristics of the target market?
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What does reach refer to in the context of advertising?
What does reach refer to in the context of advertising?
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What is the primary purpose of sales promotion devices?
What is the primary purpose of sales promotion devices?
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What is sampling in the context of sales promotion?
What is sampling in the context of sales promotion?
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Study Notes
Direct Response Advertising
- Direct mail is a common medium used in direct response advertising.
Advertising Methods
- Home TV Shopping advertisements demonstrate how a product is used, its features, and advantages.
- Telemarketing uses landlines as a massive network linking almost every home and business in the country.
- Electronic Mail is used to send messages over the internet, similar to sending letters through internet linkages.
- Internet Relay Chat (IRC) allows parties to talk electronically despite physical distance.
- Usenet is a group forum where members and interested parties share their knowledge.
- The World Wide Web is a collection of data that makes it accessible to search for information of interest.
- Corporate Home Pages are used to identify a company and its brand supporting the site.
- Virtual Malls are another way to post advertisements on the internet.
Measuring Website Traffic
- Hits refer to the number of times a specific component of a site is requested.
- Viewers refer to the number of people who visit a site.
- Unique Visitors refer to the number of different visitors to a site within a specified period of time.
- Clicks or Click-throughs refer to the number of visitors who click on a banner to retrieve more information.
- Impression or Page Views refer to the number of times viewers view a page.
Online Measuring
- Online measuring provides information regarding demographics, psychographics, location of web access, and buying habits.
- Recall and Retention determine whether viewers remember the ads they see and recall them using interviews.
- Non-response determines where consumers go once they have been exposed to an advertisement but decide not to click on it.
- Surveys research online and using traditional methods to determine everything from site usage to attitudes towards a site.
Marketing Goal and Effectiveness
- The prime indicator of effectiveness is the number of sales generated.
- Tracking provides information regarding site performance, including downtime and speed.
- Identify the marketing goal, which refers to the objective of the client for the product or service to advertise.
- Identify the money available, as the smaller the budget, the greater the need for resourcefulness.
- Identify the major characteristics of the target market, which determines the best media to use.
Advertising Strategies
- Identify the reach, frequency, or continuity of an advertisement, which refers to the total number of people whom the advertiser wants to deliver the advertising message.
- Identify the best timing for the advertisement, which may include sales promotional plans for the product.
- Identify special merchandising plans, which may include sales promotional plans for the product.
- Identify the best media combination, which is achieved after compliance with the preceding items.
Elements of Promotional Mix
- Sales Promotion contributes to the long-term development and reinforcement of brand identity and image.
- Sales Promotion Devices are used to accelerate or promote purchases and generate immediate sales and income for the firm.
- Consumer Sales Promotion is directed to ultimate consumers to increase product use and sales.
- Sampling is the actual offering of a free product trial to a consumer.
- Coupons are certificates that, when presented for redemption at a retail store, entitle the bearer to a stated saving on the purchase of a specific product.
- Price-off promotions are devices that offer consumers a certain amount of money off the regular price of a product.
- Premium is an item or merchandise offered at a relatively low cost as a bonus to purchases of a particular product.
Public Relations
- Publicity is the generation of information about a person, product, or service using the mass media of communication.
- Public Relations evaluates public attitudes, identifies the policies and procedures of an organization with the public interest.
- Building marketplace excitement before media advertising is an announcement of a new product to dramatize its introduction, to supplement introductory advertisement.
- Creating advertising news where there is no product news is where public relations can explore on product features, benefits, and advantages.
- Providing a value-added customer service is where public relations can establish a hotline to accommodate calls for various concerns.
Personal Selling
- Personal Selling is an activity that involves face-to-face communication between the buyer and the seller or the customer and the marketing organization's representative.
- Provider stage involves selling activities that are limited to accepting orders for suppliers' available offerings and delivering it to the buyer.
- Persuader stage attempts to encourage the target market to buy the supplier's offering.
- Prospector stage includes seeking out selected prospects who are qualified to become buyers with the presence of their needs, authority to decide, and capacity to buy.
- Problem solver stage obtains the participation of buyers in identifying their problems, translating these into needs, and presenting a solution from the supplier's offerings.
Event Marketing
- Event Marketing is an integrated marketing communications activity where a firm develops an actual support of an event with financial support in return for the right to display a brand name, logo, or advertising message and be identified as a sponsor.
- Event sponsorship is where a firm develops actual support of an event with financial support in return for the right to display a brand name, logo, or advertising message and be identified as a sponsor.
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Description
Identify the different marketing communication channels used to reach customers. This quiz covers various advertising methods, including direct mail, telemarketing, and electronic mail.
