Chapter 18 (cont)

Question 1

Offline/Interactive

Answer 1

personal selling, sales promo (contest), direct marking (telemarketing)

Question 2

Offline/Passive

Answer 2

advertising, sales promos (coupons), public relations, direct marketing (catalogs)

Question 3

Online/Interactive

Answer 3

direct marketing (mobile marketing), online (blogs, social media)

Question 4

Online/Passive

Answer 4

direct marketing (e-mail marketing)

Question 5

Advertising

Answer 5

most visible element of IMC, effective at creating awareness and generating interest

Question 6

Public relations

Answer 6

“free” media attention, use of PR has grown since other media has become more expensive

Question 7

Sales promotion

Answer 7

can be aimed at both end-user consumers or channel members, used in conj w other forms

Question 8

Personal selling

Answer 8

some products require help of salesperson, more expensive than other forms of promo, can add lots of value

Question 9

Direct marketing

Answer 9

growing element, includes e-mail and m-commerce, good for multicultural groups

Question 10

Online marketing

Answer 10

website, blogs/vids, social media

Question 11

Gross ratings points= reach X frequency. Reach ________ and frequency= _________.

Answer 11

% customers, how often

Question 12

Click through rate= clicks/impressions. Clicks= _______ and impressions=

Answer 12

how many see it, times appeared

Question 13

Return on investment (ROI)=

Answer 13

[(gross margin-marketing costs)/marketing costs] x 100