test 3 Flashcards
direct marketing definition
when organizations communicate directly with target customers rather than through retailers or mass media advertising vehicles
Advertising vs direct marketing
Advertising:
difficult to track success
generic
drives consumers to retailers or websites
Direct marketing:
Easier to track success
personalized
drives consumers straight to the product
Direct mail
direct marketing tool that delivers personalized info to mailbox (junk mail because over 50% is not opened)
Statement stuffers
Advertising that comes with mail that you would receive regardless (Credit card bill, phone bill, etc)
Direct Response
Interactive marketing that allows a customer to purchase a product directly through the advertisement
Advantages of direct marketing
high degree of personalization
highly measurable
able to target effectively with data bases
drives direct responses
Disadvantages of direct marketing
high cost
high amount of clutter
limited reach
low response rates (2%)
Four reasons direct marketing should be included in IMC campaign
drive sales
encourage product trial
facilitate easy purchase opportunities
eliminate middleman (retailers, websites) from process
Sales promotion
a direct inductment that offers extra value or incentive for the product with the primary objective of creating an immediate sale
What 3 qualities of sales promotion?
- an extra incentive to purchase a product
- multiple target audience
- an acceleration tool imbedded in design
What is the oldest and most highly used, and the most effective sales promotion tool?
Coupons
Samples vs bonus packs vs premiums
Samples - have to have short life cycle, easily divisible
bonus packs - Giving extra of something for no additional value (15 Nattys)
Premiums - An offer of an item that is either free or at a low price
Contests vs sweeptakes
Contests are judged based on how good an entry is. Sweepstakes are purely by chance
Utility of internet is 3 fold
Communications medium
Direct response medium (allows users to purchase and sell products)
Tool for building customer relationships
Display ads
print ads displayed on a digital screen or medium
pop up ads vs floating ads
pop up ads: An advertisement that is usually placed above the content a user is viewing and needs to be manually closed out
floating ads: an advertisement that appears when a website opens and blocks the site beneath
Retargeting
resending an ad to a website visitor who previously visited there site but did not end up buying anything
Native advertising
a type of paid advertising placement designed to fit seamlessly into the content that surrounds it (Instagram ads)
Paid Search
A sponsored result at the top of a search engine. Advertisers only pay when the link is clicked on
Pros of internet advertising (6)
effective in building long term relationships
accessible all times of the day
highly interactive
extensive engagement tracking
easy to integrate with other IMC channels
adaptability
Cons of internet advertising (4)
high amount of clutter
potential for neg WOM
require constant upkeep and maintence
many people don’t know how to do it
Internal vs External Marketing
Internal - Use of social media to advertise to people not currently following a company
External - development, maintenance, and upkeep of company branded pages
effect of WOM
50% of people say they are very likely to buy a product recommended through WOM
3 ways to advertise on twitter
Promoted tweets, accounts, and trends
Fastest growing social network. Tops brands on Insta have way higher engagement rates than Faceboob and TwitShit
Pros of social media
ads can target specific audience
hypersensitive targeting that reduces waste coverage
Cons of social media
few marketers know how to use it effectively
Mobile marketing
promotional activity designed for delivery to cell phones, tablets, smartphones and other handheld devices (fastest growing area of digial marketing because we always have our phones with us)
Mobile banner ads
similar to internet banner ads, but the small size of smartphones require changes in design (Less info more engagement)
Location based advertising
specific targeted messages based on consumers locations
Augmented reality
Technology that superimposes a computer generated image on a users view of the real world (Pokémon go)
Pros to mobile marketing
Location based targeting
24/7 availability to reach consumers
everyone has a smartphone
effective alignment with social media
Cons of mobile marketing
location based targeting can feel intrusive
high likelihood consumers will opt out of mobile advertsing or use ad blockers
small screen size limits message capabilities
don’t know what were doing
Product placement vs product integration
Product placement - placing products in tv or movies to gain exposure
Product integration - Weaving a product into the program content (picture of dude with vball)
Guerilla marketing vs viral markeing
Guerrilla - an interactive event used to showchase a product or attract attention (create memorable encounter)
Viral marketing - The use of social media to promote a product, much like how a virus spreads
When should alternative media be considered
Gain exposure or raise brand awareness, promote product trial, go viral
