Quiz 3 Flashcards
What is the definition of ‘Database’ in direct marketing
- Database; the system that holds the audience
What is ‘crowdsourcing’?
Crowdsourcing is where an audience functions in roles assigned to employees. And gives the audience a sense of control.
What is the general objective of Direct Marketing?
not to create attention or awareness but to create & generate a response
Word of Mouth buzz =
Viral marketing
What is the difference between Internal and external mailing list?
Internal is an in-house mailing list which is more valuable because it is more targeted.
Whereas external is compiled lists from other companies (eg. Mastercard)
What are the two types of sales promotion?
Franchise building - long term value
non-franchise building -short term value
What is a push strategy in sales promotion?
encourages wholesalers and retailers to increase inventories through promotional activities
What is a pull strategy in sales promotion?
directed to consumers with the intent of influencing their behaviour
What is proximity marketing?
identifies possible targets for coupon distribution and rewards consumer by providing either cents-off savings or free merch
What is experiential marketing?
Often involved giving the opportunity to try the product and used in conjunction with sales promotion and sampling
What is the difference between sweepstakes and contests?
Sweepstakes - random drawing of winners
Contests - consumers must perform some form of task or is skilled-based
What is the difference between Overlay and Tie in promotions
Overlay program - same brand, multiple promotions
Tie-in promotion - multiple brands, one promotion
What is the definition of ‘Fulfilment’ in direct marketing?
- Fulfilment; implementing a campaign, as well as it’s delivery.
