MKTG 3340 EVALUATION EXAM ACTUAL QUESTIONS AND
SOLUTIONS RATED A+
✔✔Contests - ✔✔Increase consumer purchases, builds business inventory
• Adv: Encourage consumer involvement with the product
• Dis: require creative or analytical thinking which some consumers aren't willing to give
• Ex: Crash the super bowl
✔✔Sweepstakes - ✔✔require participants to submit some kind of entry but is purely
game of chance, requiring no creative or analytical effort from the consumer.
Encourages present customers to buy more, minimizes brand switching.
•Adv: Get consumer to use product/ visit store more often.
• Dis: Sales drop after
• Ex: Dreamhouse giveaway
✔✔Samples - ✔✔encourage new product trial
• Adv: Low Risk for consumer
• Dis: High cost for company
✔✔Loyalty Programs - ✔✔encourages repeat purchases
• Adv: help create brand loyalty
• Dis: costly for company
• Ex: Neiman's card
✔✔Rebates - ✔✔encourage consumers to purchase; stop sales decline
• Adv: effective in stimulating demand
• Dis: easily copied, steal sales from the future, reduced perceived product value
• Ex: mail-in-rebate on car
✔✔Product Placements - ✔✔introduces new product or demonstrates its use.
Adv: Positive message in non commercial setting
Dis: Little control over presentation of product
• Ex: Beat pill in music video
✔✔Cooperative ADV - ✔✔programs by which a manufacturer pays a percentage of the
retailers local advertising expense in reciprocation for the store advertising the
manufactures products
✔✔PSA - ✔✔free space/time donated by the media
✔✔Blogs - ✔✔"web log" is a web page that serves as a publicly accessible personal
journal and online forum for an indivdual/organization
✔✔Twitter - ✔✔good source of info about a product
•immediately allows brands to operate promos in real time
, •listening device/ way to reach out to users
Strategy:
•Limited by characters, limits info
•Generate brand buzz
✔✔LinkedIn - ✔✔Business To Business: image building and networking with industry
related groups.
•Used for business development, sales leads, locating vendors and new potential
employees.
•Company can demonstrate it's expertise and create/moderate discussion groups.
✔✔YouTube - ✔✔Good for videos about your product, and Google provides a search
engine which helps users find certain material easier
•Exploit visual aspects of your message, create an entertaining story
✔✔Performance Measurements - ✔✔CPM
CPC
CPA
✔✔CPM - Cost Per Thousand - ✔✔measure of the number of times the ad loads and a
user might see it, but not whether the user has reacted to it.
Offered by small companies that sell ads
Used by ADVers that want to build awareness
ADV: simple to use
DIS: impression doesn't always lead to sales
✔✔marketers sustain customer relationships through... - ✔✔interactivity & individuality
✔✔Interactive Marketing - ✔✔2 way buyer-seller electronic communication in a
computer mediated environment in which the buyer controls the kind and amount of info
received from the seller.
✔✔Why Buy Online? - ✔✔Convenience: Avoid checkout lines and traffic
Choice: choice exists in the product being offered
Customization
Communication
•Cost:
•Showrooming: cheaper than in retail stores
•Dynamic pricing: real time change of prices
Control: control over their online shopping behaviors as they seek info about
alternatives and make purchase decisions on their own time
✔✔Multichannel Marketing - ✔✔blending of different communication and delivery
channels that are mutually reinforcing in attracting, retaining, and building relationships
with customers who buy in store and online.
SOLUTIONS RATED A+
✔✔Contests - ✔✔Increase consumer purchases, builds business inventory
• Adv: Encourage consumer involvement with the product
• Dis: require creative or analytical thinking which some consumers aren't willing to give
• Ex: Crash the super bowl
✔✔Sweepstakes - ✔✔require participants to submit some kind of entry but is purely
game of chance, requiring no creative or analytical effort from the consumer.
Encourages present customers to buy more, minimizes brand switching.
•Adv: Get consumer to use product/ visit store more often.
• Dis: Sales drop after
• Ex: Dreamhouse giveaway
✔✔Samples - ✔✔encourage new product trial
• Adv: Low Risk for consumer
• Dis: High cost for company
✔✔Loyalty Programs - ✔✔encourages repeat purchases
• Adv: help create brand loyalty
• Dis: costly for company
• Ex: Neiman's card
✔✔Rebates - ✔✔encourage consumers to purchase; stop sales decline
• Adv: effective in stimulating demand
• Dis: easily copied, steal sales from the future, reduced perceived product value
• Ex: mail-in-rebate on car
✔✔Product Placements - ✔✔introduces new product or demonstrates its use.
Adv: Positive message in non commercial setting
Dis: Little control over presentation of product
• Ex: Beat pill in music video
✔✔Cooperative ADV - ✔✔programs by which a manufacturer pays a percentage of the
retailers local advertising expense in reciprocation for the store advertising the
manufactures products
✔✔PSA - ✔✔free space/time donated by the media
✔✔Blogs - ✔✔"web log" is a web page that serves as a publicly accessible personal
journal and online forum for an indivdual/organization
✔✔Twitter - ✔✔good source of info about a product
•immediately allows brands to operate promos in real time
, •listening device/ way to reach out to users
Strategy:
•Limited by characters, limits info
•Generate brand buzz
✔✔LinkedIn - ✔✔Business To Business: image building and networking with industry
related groups.
•Used for business development, sales leads, locating vendors and new potential
employees.
•Company can demonstrate it's expertise and create/moderate discussion groups.
✔✔YouTube - ✔✔Good for videos about your product, and Google provides a search
engine which helps users find certain material easier
•Exploit visual aspects of your message, create an entertaining story
✔✔Performance Measurements - ✔✔CPM
CPC
CPA
✔✔CPM - Cost Per Thousand - ✔✔measure of the number of times the ad loads and a
user might see it, but not whether the user has reacted to it.
Offered by small companies that sell ads
Used by ADVers that want to build awareness
ADV: simple to use
DIS: impression doesn't always lead to sales
✔✔marketers sustain customer relationships through... - ✔✔interactivity & individuality
✔✔Interactive Marketing - ✔✔2 way buyer-seller electronic communication in a
computer mediated environment in which the buyer controls the kind and amount of info
received from the seller.
✔✔Why Buy Online? - ✔✔Convenience: Avoid checkout lines and traffic
Choice: choice exists in the product being offered
Customization
Communication
•Cost:
•Showrooming: cheaper than in retail stores
•Dynamic pricing: real time change of prices
Control: control over their online shopping behaviors as they seek info about
alternatives and make purchase decisions on their own time
✔✔Multichannel Marketing - ✔✔blending of different communication and delivery
channels that are mutually reinforcing in attracting, retaining, and building relationships
with customers who buy in store and online.
