test 3

Question 1

direct marketing definition

Answer 1

when organizations communicate directly with target customers rather than through retailers or mass media advertising vehicles

Question 2

Advertising vs direct marketing

Answer 2

Advertising:
difficult to track success
generic
drives consumers to retailers or websites

Direct marketing:
Easier to track success
personalized
drives consumers straight to the product

Question 3

Direct mail

Answer 3

direct marketing tool that delivers personalized info to mailbox (junk mail because over 50% is not opened)

Question 4

Statement stuffers

Answer 4

Advertising that comes with mail that you would receive regardless (Credit card bill, phone bill, etc)

Question 5

Direct Response

Answer 5

Interactive marketing that allows a customer to purchase a product directly through the advertisement

Question 6

Advantages of direct marketing

Answer 6

high degree of personalization
highly measurable
able to target effectively with data bases
drives direct responses

Question 7

Disadvantages of direct marketing

Answer 7

high cost
high amount of clutter
limited reach
low response rates (2%)

Question 8

Four reasons direct marketing should be included in IMC campaign

Answer 8

drive sales
encourage product trial
facilitate easy purchase opportunities
eliminate middleman (retailers, websites) from process

Question 9

Sales promotion

Answer 9

a direct inductment that offers extra value or incentive for the product with the primary objective of creating an immediate sale

Question 10

What 3 qualities of sales promotion?

Answer 10

1. an extra incentive to purchase a product
2. multiple target audience
3. an acceleration tool imbedded in design

Question 11

What is the oldest and most highly used, and the most effective sales promotion tool?

Answer 11

Coupons

Question 12

Samples vs bonus packs vs premiums

Answer 12

Samples - have to have short life cycle, easily divisible
bonus packs - Giving extra of something for no additional value (15 Nattys)
Premiums - An offer of an item that is either free or at a low price

Question 13

Contests vs sweeptakes

Answer 13

Contests are judged based on how good an entry is. Sweepstakes are purely by chance

Question 14

Utility of internet is 3 fold

Answer 14

Communications medium
Direct response medium (allows users to purchase and sell products)
Tool for building customer relationships

Question 15

Display ads

Answer 15

print ads displayed on a digital screen or medium

Question 16

pop up ads vs floating ads

Answer 16

pop up ads: An advertisement that is usually placed above the content a user is viewing and needs to be manually closed out

floating ads: an advertisement that appears when a website opens and blocks the site beneath

Question 17

Retargeting

Answer 17

resending an ad to a website visitor who previously visited there site but did not end up buying anything

Question 18

Native advertising

Answer 18

a type of paid advertising placement designed to fit seamlessly into the content that surrounds it (Instagram ads)

Question 19

Paid Search

Answer 19

A sponsored result at the top of a search engine. Advertisers only pay when the link is clicked on

Question 20

Pros of internet advertising (6)

Answer 20

effective in building long term relationships
accessible all times of the day
highly interactive
extensive engagement tracking
easy to integrate with other IMC channels
adaptability

Question 21

Cons of internet advertising (4)

Answer 21

high amount of clutter
potential for neg WOM
require constant upkeep and maintence
many people don’t know how to do it

Question 22

Internal vs External Marketing

Answer 22

Internal - Use of social media to advertise to people not currently following a company
External - development, maintenance, and upkeep of company branded pages

Question 23

effect of WOM

Answer 23

50% of people say they are very likely to buy a product recommended through WOM

Question 24

3 ways to advertise on twitter

Answer 24

Promoted tweets, accounts, and trends

Question 25

Instagram

Answer 25

Fastest growing social network. Tops brands on Insta have way higher engagement rates than Faceboob and TwitShit

Question 26

Pros of social media

Answer 26

ads can target specific audience | hypersensitive targeting that reduces waste coverage

Question 27

Cons of social media

Answer 27

few marketers know how to use it effectively

Question 28

Mobile marketing

Answer 28

promotional activity designed for delivery to cell phones, tablets, smartphones and other handheld devices (fastest growing area of digial marketing because we always have our phones with us)

Question 29

Mobile banner ads

Answer 29

similar to internet banner ads, but the small size of smartphones require changes in design (Less info more engagement)

Question 30

Location based advertising

Answer 30

specific targeted messages based on consumers locations

Question 31

Augmented reality

Answer 31

Technology that superimposes a computer generated image on a users view of the real world (Pokémon go)

Question 32

Pros to mobile marketing

Answer 32

Location based targeting 24/7 availability to reach consumers everyone has a smartphone effective alignment with social media

Question 33

Cons of mobile marketing

Answer 33

location based targeting can feel intrusive high likelihood consumers will opt out of mobile advertsing or use ad blockers small screen size limits message capabilities don't know what were doing

Question 34

Product placement vs product integration

Answer 34

Product placement - placing products in tv or movies to gain exposure Product integration - Weaving a product into the program content (picture of dude with vball)

Question 35

Guerilla marketing vs viral markeing

Answer 35

Guerrilla - an interactive event used to showchase a product or attract attention (create memorable encounter) Viral marketing - The use of social media to promote a product, much like how a virus spreads

Question 36

When should alternative media be considered

Answer 36

Gain exposure or raise brand awareness, promote product trial, go viral