Marketing Communication Channels
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Questions and Answers

What is the common medium used in direct response advertising?

  • Telemarketing
  • Home TV Shopping
  • Electronic Mail
  • Direct Mail (correct)

    • Which type of advertisement demonstrates how the product is used?

  • Telemarketing
  • Direct Mail
  • Home TV Shopping (correct)
  • Electronic Mail

    • What is the method of sending messages using the internet?

  • Home TV Shopping
  • Telemarketing
  • Electronic Mail (correct)
  • Direct Mail

    • What is the collection of data that makes it accessible to search for information of interest?

    <p>World Wide Web</p> Signup and view all the answers

    What measures the number of times a specific component of a site is requested?

    <p>Hits</p> Signup and view all the answers

    What measures the number of different visitors to a site within a specified period of time?

    <p>Unique Visitors</p> Signup and view all the answers

    What determines whether viewers remember the ads they see and recall them using interviews?

    <p>Recall and retention</p> Signup and view all the answers

    What is the prime indicator of effectiveness in advertising?

    <p>Sales</p> Signup and view all the answers

    What is a certificate that entitles the bearer to a stated saving on the purchase of a specific product called?

    <p>Coupons</p> Signup and view all the answers

    Which type of sales promotion device involves competing for a prize based on skill?

    <p>Contest</p> Signup and view all the answers

    What is the term for items or merchandise offered at a relatively low cost as a bonus to purchases of a particular product?

    <p>Premium</p> Signup and view all the answers

    What are devices used to convince retailers and obtain retail distribution of a product?

    <p>Deals devices</p> Signup and view all the answers

    What is the term for coupons distributed for products carried by a retailer, not only the manufacturer's brand?

    <p>Retailer coupons</p> Signup and view all the answers

    What is the term for displays used to promote products at the point of purchase?

    <p>Retail Display</p> Signup and view all the answers

    What is the term for promotional activities that intend to push a manufacturer's product?

    <p>Direct stimulants</p> Signup and view all the answers

    What is the term for activities that evaluate public attitudes and identify the policies of an organization with the public interest?

    <p>Public Relations</p> Signup and view all the answers

    What is the purpose of public relations in creating excitement before media advertising?

    <p>To build marketplace excitement</p> Signup and view all the answers

    What is the role of public relations in establishing a hotline for customer concerns?

    <p>To provide value-added customer service</p> Signup and view all the answers

    What is the primary goal of publicity?

    <p>To generate information about a person, product, or service</p> Signup and view all the answers

    What is the goal of the persuader stage in the selling process?

    <p>To encourage target markets to buy the supplier's offering</p> Signup and view all the answers

    What is the role of the prospector stage in the selling process?

    <p>To identify and qualify potential buyers</p> Signup and view all the answers

    What is the goal of the problem solver stage in the selling process?

    <p>To obtain participation of buyers in identifying their problems</p> Signup and view all the answers

    What is the primary goal of advertising in the early stage of the response hierarchy?

    <p>To create marketplace excitement</p> Signup and view all the answers

    What type of communication involves face-to-face interaction between the buyer and seller?

    <p>Personal Selling</p> Signup and view all the answers

    What role does a personal selling agent or sales representative play in an organization?

    <p>Serves as the firm's best agent of public relations</p> Signup and view all the answers

    What is the primary function of a telemarketing department?

    <p>To screen leads and qualify potential prospects</p> Signup and view all the answers

    What is event marketing?

    <p>An activity where a firm links itself to an event or develops a themed activity</p> Signup and view all the answers

    What is event sponsorship?

    <p>When a firm provides financial support to an event in return for brand promotion</p> Signup and view all the answers

    What is the purpose of push technique?

    <p>To induce dealers to display or carry a certain line or promote a new product</p> Signup and view all the answers

    What is the purpose of Yellow Pages ads?

    <p>To point customers in the direction of where they can make purchases</p> Signup and view all the answers

    What is the main objective of tracking in site performance?

    <p>To analyze the downtime and speed of the website</p> Signup and view all the answers

    What is the primary purpose of identifying the marketing goal of the client?

    <p>To define the target market for the product</p> Signup and view all the answers

    What does the copy of an advertisement typically consist of?

    <p>A series of sentences, paragraphs, or belief phrases</p> Signup and view all the answers

    What is the primary consideration for advertisers with limited budget?

    <p>Being resourceful with available resources</p> Signup and view all the answers

    What is the primary purpose of identifying the major characteristics of the target market?

    <p>To select the most effective media channels</p> Signup and view all the answers

    What does reach refer to in the context of advertising?

    <p>The total number of people whom the advertiser wants to deliver the message</p> Signup and view all the answers

    What is the primary purpose of sales promotion devices?

    <p>To increase product use and sales among ultimate consumers</p> Signup and view all the answers

    What is sampling in the context of sales promotion?

    <p>The actual offering of a free product trial to a consumer</p> Signup and view all the answers

    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.

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