CH12

Question 1

paid media

Answer 1

promotional channels paid for by the sponsor, such as traditional media, online and digital

Question 2

owned media

Answer 2

includes promotional channels owned and controlled by the company, including the company website, corporate blogs, owned social media pages, proprietary brand communities, sales forces and events;

Question 3

earned media

Answer 3

media not directly paid for or controlled by the marketer but that include the content because of viewer, reader or user interest

Question 4

shared media

Answer 4

includes media shared by consumers with other consumers, through social media, blogs, viral channels and traditional word of mouth

Question 5

outbound marketing

Answer 5

marketing approach that broadcasts messages to a wide audience

Question 6

inbound marketing

Answer 6

approach where consumers find the product and its messaging by using online techniques that marketers facilitate

Question 7

marketing communication tools

Answer 7

• advertising
• public relations
• sales promotion
• direct response marketing
• event marketing
• product placement/branded entertainment
• personal selling

Question 8

push strategy

Answer 8

marketing activities are focused on the members of the marketing channel to try and ‘push’ messages to the consumer

Question 9

pull strategy

Answer 9

marketing activities are focused on the end consumer to stimulate demand and ‘pull’ products through the supply chain

Question 10

6 step marketing communications process

Answer 10

1. define the marketing communication objective
2. identify target market
3. set promotional budget
4. design promotional program
5. run the market communications
6. evaluate

Question 11

customer advocacy funnel

Answer 11

illustrates the customer journey in purchasing a product