Podcast
Questions and Answers
What is the primary goal of personal selling?
What is the primary goal of personal selling?
Transaction-oriented marketing focuses on building long-term relationships with customers.
Transaction-oriented marketing focuses on building long-term relationships with customers.
False
What is the first step in the personal selling process?
What is the first step in the personal selling process?
Prospecting and qualifying
A successful personal selling strategy often requires a _____ that links the company with its customers.
A successful personal selling strategy often requires a _____ that links the company with its customers.
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Match the following terms with their descriptions:
Match the following terms with their descriptions:
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What is a key metric for evaluating the success of paid media efforts?
What is a key metric for evaluating the success of paid media efforts?
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Earned media can be bought or owned by a company.
Earned media can be bought or owned by a company.
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Name one benefit of earned media compared to paid media.
Name one benefit of earned media compared to paid media.
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Paid media involves __________ marketing efforts that result in a paid placement.
Paid media involves __________ marketing efforts that result in a paid placement.
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Match the following aspects of media with their descriptions:
Match the following aspects of media with their descriptions:
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Which type of marketing includes websites, online ads, and social media?
Which type of marketing includes websites, online ads, and social media?
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Telemarketing is considered a form of direct marketing.
Telemarketing is considered a form of direct marketing.
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What is the primary goal of content marketing?
What is the primary goal of content marketing?
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Owned media includes any content the brand _____ and controls.
Owned media includes any content the brand _____ and controls.
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Match the following marketing activities with their respective categories:
Match the following marketing activities with their respective categories:
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Which of the following is NOT a method of direct marketing?
Which of the following is NOT a method of direct marketing?
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Which of the following is NOT a component of the promotional mix?
Which of the following is NOT a component of the promotional mix?
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Direct-response TV marketing is an example of earned media.
Direct-response TV marketing is an example of earned media.
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What does the promotional mix include?
What does the promotional mix include?
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Integrated Marketing Communications (IMC) aims to deliver a consistent message across various channels.
Integrated Marketing Communications (IMC) aims to deliver a consistent message across various channels.
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What does advertising primarily aim to achieve?
What does advertising primarily aim to achieve?
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Integrated Marketing Communications (IMC) addresses the shift towards __________ interactions in narrowly defined markets.
Integrated Marketing Communications (IMC) addresses the shift towards __________ interactions in narrowly defined markets.
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Match the advertising goals to their definitions:
Match the advertising goals to their definitions:
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What has influenced the need for Integrated Marketing Communications (IMC)?
What has influenced the need for Integrated Marketing Communications (IMC)?
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Direct marketing is a more traditional approach compared to digital marketing.
Direct marketing is a more traditional approach compared to digital marketing.
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What is the primary role of Public Relations (PR) in the promotional mix?
What is the primary role of Public Relations (PR) in the promotional mix?
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What was one of the initial objectives of the Shreddies campaign?
What was one of the initial objectives of the Shreddies campaign?
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The Diamond Shreddies campaign led to a decrease in sales.
The Diamond Shreddies campaign led to a decrease in sales.
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What slogan suggests a change in perception about Shreddies?
What slogan suggests a change in perception about Shreddies?
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________ is a large component of earned media.
________ is a large component of earned media.
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Match the following elements with their corresponding objectives or functions:
Match the following elements with their corresponding objectives or functions:
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What was the outcome of the Fearless Girl initiative regarding women in leadership?
What was the outcome of the Fearless Girl initiative regarding women in leadership?
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The Shreddies campaign included only print media for its promotion.
The Shreddies campaign included only print media for its promotion.
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Which of the following is NOT a goal of sales promotion?
Which of the following is NOT a goal of sales promotion?
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Rebates occur before the purchase is made.
Rebates occur before the purchase is made.
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The IMC example of Shreddies primarily aimed to make __________ think about Shreddies again.
The IMC example of Shreddies primarily aimed to make __________ think about Shreddies again.
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What is the main purpose of using samples in consumer sales promotions?
What is the main purpose of using samples in consumer sales promotions?
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________ promotions are displays and demonstrations that take place at the point of sale.
________ promotions are displays and demonstrations that take place at the point of sale.
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Match the consumer sales promotion tools with their descriptions:
Match the consumer sales promotion tools with their descriptions:
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What was the primary marketing tactic used in Pringles' 2020 campaign?
What was the primary marketing tactic used in Pringles' 2020 campaign?
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The decline in advertising efficiency has influenced the increase in the use of sales promotions.
The decline in advertising efficiency has influenced the increase in the use of sales promotions.
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What does 'WTF' stand for in the Pringles campaign?
What does 'WTF' stand for in the Pringles campaign?
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Study Notes
Marketing Communications
- The topic is engaging consumers and communicating customer value.
The Promotional Mix
- Components include advertising, sales promotion, personal selling, and public relations (PR).
Integrated Marketing Communications (IMC)
- IMC involves integrated and coordinated communication channels to deliver a clear, consistent and compelling message about a company and its products. This aligns advertising, personal selling, sales promotion, and PR.
The Need for IMC
- Consumers are becoming better informed and less reliant on marketers' information.
- Marketing strategies are shifting towards targeted interactions in specific markets.
- Advancements in digital technology, like new digital and social media, further impact this.
Advertising
- A paid form of communication created by a brand or firm, aimed at customers.
- Advertising goals can include informing customers, building demand and awareness, persuading customers, reminding customers, and entertaining them.
Persuade: Thinking vs. Feeling
- Ads can make people think using logic (lots of info, comparisons, benefits) or feel emotions (happiness, sadness, fear, anger, etc.)
IMC Example: Shreddies
- The objective was to remind and reinvigorate Canadians' interest in Shreddies.
- They refreshed the packaging and created a 30-second TV spot.
- The winning concept was "Diamond Shreddies".
- A website link was added for additional information.
Recent advances in cereal technology allowed for a new level of geometric superiority.
Public Relations (PR)
- Objectives of PR are building good relationships with the company’s publics, promoting favorable publicity, maintaining a good corporate image, and protecting company reputation.
- Handling crises is also a key function of PR.
- Earned media is a large component of PR.
Fearless Girl
- Women in leadership is good for business
- Social, print, and digital media impressions.
- Companies added a woman director to their boards.
Crisis Management
- Issues with corporate actions/campaigns.
Personal Selling
- Personal presentations by a firm's sales force to engage customers, make sales, and build relationships.
- Well-educated, well-trained professionals are effective salespeople.
Personal Selling Process
- Prospecting and qualifying
- Pre-approach
- Approach
- Presentation and demonstration
- Handling objections
- Closing
- Follow-up
Watch a personal selling pitch
- Don Draper’s interaction with Kodak executives.
- Discussing a sales process stage that’s occurring, how he's connecting with consumers, and his characteristics as an effective salesman.
Thought exercise
- Applying the personal selling process to finding a new job.
Sales Promotion
- Short-term incentives to encourage the purchase of a product or service.
Sales Promotion Objectives
- Increase awareness
- Encourage immediate purchase
- Lower perceived costs, leading to higher sales
- Effective short-run tool
- Handle competition efficiently
- Deals and oriented price sensitive customers
Consumer sales promotion tools
- Samples
- Coupons
- Rebates (cash refunds)
- Price packs (cents-off deals)
- Premiums
- Advertising specialties
- Point-of-purchase (POP) promotions
- Contests, sweepstakes, and games
- Event marketing (or event sponsorships)
WTF Campaign 2020 (Australia)
- Pringles used a sales promotion with a mystery new flavor, centered on the tagline "WTF = what's the flavor?".
- New packaging was also part of the campaign.
Direct Marketing
- Online marketing (websites, online ads, promotions, videos, and blogs) and email
- Social media
- Mobile marketing
- Traditional direct marketing approaches (face-to-face, direct mail, catalogues, telemarketing, Shopping Channel, QVC, infomercials and Kiosk marketing)
The Promotional Mix Becomes the Trifecta
- Advertising, Sales Promotion, and Direct Marketing, and Public Relations combining into a unified approach.
Marketing Trifacta
- Owned, Paid, and Earned Media
Owned Media
- Building relationships with existing and potential customers by using websites, social media, emails, newsletters, etc.
- Focus on brand awareness, search visibility, and thought leadership/authority.
Content Marketing
- Creating and distributing valuable, relevant, and consistent content to attract and retain an audience.
- Inbound marketing is key in this approach.
Paid Media
- Paid placement for marketing efforts like advertising, traditional marketing, and influencers.
- Identifying context, budget, availability, competition and time of the year are key considerations.
Paid Media Metrics
- Measuring effectiveness of paid media using metrics like sales, conversion rate, and impressions.
Earned Media
- Content developed by outside sources (not the company).
- Includes: free media, social media traction, and user-generated content (reviews).
Viral Marketing
- Marketing strategies that encourage sharing and spreading company-related message by people organically.
- Often includes large impressions in media and other social channels.
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Description
Test your knowledge of key marketing principles, including personal selling, earned media, and content marketing. This quiz covers various aspects of marketing strategies and metrics that evaluate success. Perfect for students or professionals looking to refresh their understanding of marketing concepts.
