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10802758
Lecture 9: Direct Marketing, the Internet & Sales Promotion
Description
Quiz on Lecture 9: Direct Marketing, the Internet & Sales Promotion, created by Alice Nguyen on 10/10/2017.
Quiz by
Alice Nguyen
, updated more than 1 year ago
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Created by
Alice Nguyen
almost 7 years ago
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Resource summary
Question 1
Question
What is classified as 'media'?
Answer
Mail
Catalogues
Infomericals
Public Relations
Transaction
Consumer
Question 2
Question
What are the objectives of direct marketing?
Answer
To build an image
Educate and inform customers
To evoke emotional connection with customer
To ensure that marketing objectives are met
To test a product
Question 3
Question
Advantages of Direct Marketing
Answer
Accuracy
Image Factors
Capability
Testing
Frequency Potential
Question 4
Question
There is a significant change in the structure of the society today hence why there are different direct marketing approaches.
Answer
True
False
Question 5
Question
What are some reasons for rapid adoption of the Internet?
Answer
Increased desire for information
Speed and convenience
Ability to control information
Reducing customer base
Having less customers
More accountability
Target customers
Question 6
Question
What is owned media?
Answer
media channel that a brand owns such as their website, mobile site, blog or twitter account
the most traditional style of advertising, paid media is when a brand pays to leverage a channel such as display ads, paid search or sponsorships
is when consumers become the media talking (WOM). Often the result of well-executed and well co-ordinated owned and paid media
Question 7
Question
What is earned media?
Answer
the most traditional style of advertising, paid media is when a brand pays to leverage a channel such as display ads, paid search or sponsorships
is when consumers become the media talking (WOM). Often the result of well-executed and well co-ordinated owned and paid media
a media channel that a brand owns such as their website, mobile site, blog or twitter account
Question 8
Question
What are some ways of advertising on the Internet?
Answer
Banner ad
Sponsorships
Paid searches
Print media
Email
Content aggregators
Portals
Blogs
Magazine column
Business card
Question 9
Question
Why are some motivations and reasons for social media?
Answer
Driving traffic to one's site
Easy communication
Share ideas
Plagiarism
Gain information
Brand exposure
Question 10
Question
Reasons for increase in sales promotion
Answer
Brand proliferation
Fragmentation
Declining brand loyalty
Shape brand
Accountability
Surveys
Information access
Question 11
Question
Trade-orientated promotions include?
Answer
Coupons, samples, programs, event marketing.
Incentives, trade, allowances, coupons, point of purchase, brand equity.
Allowances, point of purchase, trade shows.
Samples, event marketing, contests and dealer incentives.
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