imc exam\

Question 1

What is DIRECT MARKETING

Answer 1

Marketing that relies on direct communication

Question 2

What is DIRECT MARKETING DATABASE

Answer 2

To store and analyze data on consumers to understand their behaviors, preferences and needs

Question 3

ONE vs TWO APPROACH

Answer 3

One step: the medium is used to directly obtain an order (tv offer with an 800 number)
Two step: may involve more than one medium, with the first being used to obtain an inquiry or qualify a prospect and the second to complete the sale (with example)

Question 4

QUESTION: Explain why direct marketing has been so successful.

Answer 4

Consumer credit cards - makes it easy for consumers to make purchase

Question 5

QUESTION: What is the difference between the one and two step marketing?

Answer 5

One step: the medium is used to directly obtain an order (Tv offer with an 800 numbers)
Two step: May involve more than one medium, with the first being used to obtain an inquiry or qualify a prospect and the second to complete the sale

Question 5

QUESTION: List 4 information stored for information databases

Answer 5

Marital status, address, age, gender

Question 6

QUESTION: what is the difference between e-WOM and User- generated content

Answer 6

Conveyed and generated

Question 7

QUESTION: Reasons for the growth in sales promotion

Answer 7

• Growing power of retailers
• Declining brand loyalty - purchasing based off price
• Increased promotional sensitivity
• Brand proliferation

Question 8

QUESTION: explain the sales promotion trap/ spiral and an example

Answer 8

1. Higher profits for all
2. Market share goes to our firm
3. Market share goes to all other firms
4. Market share stays constant, profits stay low

Question 9

QUESTION: Desirable and objectionable traits of effective salespeople

Answer 9

1. Ego strength: a healthy self esteem that allows one to bounce back from rejection
2. Sense of urgency: wanting to get it done now
3. Ego drive: a combination of competitiveness and self esteem
4. Assertiveness: ability to be firm, lead sales process, and get point across confidently

Question 10

QUESTION: Relationship Marketing with example

Answer 10

1. PR (public relations)
2. Having a portfolio and building rapor with the consumer

Question 11

QUESTION: List objectives of corporate advertising

Answer 11

1. Create a positive image for the firm
2. Communicate the organization’s viewpoint
3. Boost employee morale
4. Smooth labor relations

Question 11

QUESTION: Questions to ask when testing/ measurement of advertising effectiveness

Answer 11

1. What to test
2. When to test
3. Where to test
4. How to test

Question 11

QUESTION: Physiological Measures used to measure effectiveness

Answer 11

1. Pupil dilation
2. Galvanic skin response
3. Eye tracking
4. Brain waves

Question 12

QUESTION: Why we SHOULD and why we SHOULD NOT measure effectiveness

Answer 12

SHOULD NOT:
- The costs associated with measuring effectiveness
- Problems with research methods
SHOULD
- To avoid costly mistakes
- to evaluate strategies implemented

Question 13

What are the 6 IMC tools

Answer 13

1. Advertising
2. Direct Marketing
3. Digital/ Social media marketing
4. Sales promotions
5. Publicity/ public relations
6. Personal selling