Lecture 9

Question 1

Direct marketing

Answer 1

Whereby organisations communicate directly with target customers to generate a response/transaction e.g. direct mail, telemarketing

Question 2

Direct Marketing Advantages

Answer 2

o Selective reach, segmentation capability, frequent potential, testing, timing, personalisation, costs, measurement of effectiveness

Question 3

Direct Marketing disadvantages

Answer 3

image factors, accuracy, content support, rising costs, do no contact lists

Question 4

INTERACTIVE/INTERNET MARKETING

Answer 4

Allows for a back-and-forth flow of information whereby users can participate in & modify the form and content of the information they receive in real time

Question 5

Owned Media

Answer 5

A media channel that a brand owns such as their website, mobile site, blog or twitter account

Question 6

Paid Media

Answer 6

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

Question 7

Earned Media

Answer 7

Is when consumers become the media talking (WOM). Earned media is often the result of well-executed and well-coordinated owned and paid media.

Question 8

SALES PROMOTION

Answer 8

Those marketing activities that provide extra value or incentive to the sales force, distributors, or the ultimate consumer and can stimulate immediate sales