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Advertising > test 3 > Flashcards

test 3 Flashcards

1
Q

direct marketing definition

A

when organizations communicate directly with target customers rather than through retailers or mass media advertising vehicles

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2
Q

Advertising vs direct marketing

A

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

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3
Q

Direct mail

A

direct marketing tool that delivers personalized info to mailbox (junk mail because over 50% is not opened)

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4
Q

Statement stuffers

A

Advertising that comes with mail that you would receive regardless (Credit card bill, phone bill, etc)

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5
Q

Direct Response

A

Interactive marketing that allows a customer to purchase a product directly through the advertisement

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6
Q

Advantages of direct marketing

A

high degree of personalization
highly measurable
able to target effectively with data bases
drives direct responses

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7
Q

Disadvantages of direct marketing

A

high cost
high amount of clutter
limited reach
low response rates (2%)

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8
Q

Four reasons direct marketing should be included in IMC campaign

A

drive sales
encourage product trial
facilitate easy purchase opportunities
eliminate middleman (retailers, websites) from process

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9
Q

Sales promotion

A

a direct inductment that offers extra value or incentive for the product with the primary objective of creating an immediate sale

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10
Q

What 3 qualities of sales promotion?

A
  1. an extra incentive to purchase a product
  2. multiple target audience
  3. an acceleration tool imbedded in design
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11
Q

What is the oldest and most highly used, and the most effective sales promotion tool?

A

Coupons

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12
Q

Samples vs bonus packs vs premiums

A

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

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13
Q

Contests vs sweeptakes

A

Contests are judged based on how good an entry is. Sweepstakes are purely by chance

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14
Q

Utility of internet is 3 fold

A

Communications medium
Direct response medium (allows users to purchase and sell products)
Tool for building customer relationships

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15
Q

Display ads

A

print ads displayed on a digital screen or medium

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16
Q

pop up ads vs floating ads

A

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

17
Q

Retargeting

A

resending an ad to a website visitor who previously visited there site but did not end up buying anything

18
Q

Native advertising

A

a type of paid advertising placement designed to fit seamlessly into the content that surrounds it (Instagram ads)

19
Q

Paid Search

A

A sponsored result at the top of a search engine. Advertisers only pay when the link is clicked on

20
Q

Pros of internet advertising (6)

A

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

21
Q

Cons of internet advertising (4)

A

high amount of clutter
potential for neg WOM
require constant upkeep and maintence
many people don’t know how to do it

22
Q

Internal vs External Marketing

A

Internal - Use of social media to advertise to people not currently following a company
External - development, maintenance, and upkeep of company branded pages

23
Q

effect of WOM

A

50% of people say they are very likely to buy a product recommended through WOM

24
Q

3 ways to advertise on twitter

A

Promoted tweets, accounts, and trends

25
Q

Instagram

A

Fastest growing social network. Tops brands on Insta have way higher engagement rates than Faceboob and TwitShit

26
Q

Pros of social media

A

ads can target specific audience

hypersensitive targeting that reduces waste coverage

27
Q

Cons of social media

A

few marketers know how to use it effectively

28
Q

Mobile marketing

A

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)

29
Q

Mobile banner ads

A

similar to internet banner ads, but the small size of smartphones require changes in design (Less info more engagement)

30
Q

Location based advertising

A

specific targeted messages based on consumers locations

31
Q

Augmented reality

A

Technology that superimposes a computer generated image on a users view of the real world (Pokémon go)

32
Q

Pros to mobile marketing

A

Location based targeting
24/7 availability to reach consumers
everyone has a smartphone
effective alignment with social media

33
Q

Cons of mobile marketing

A

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

34
Q

Product placement vs product integration

A

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)

35
Q

Guerilla marketing vs viral markeing

A

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

36
Q

When should alternative media be considered

A

Gain exposure or raise brand awareness, promote product trial, go viral

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