IMC 104 Final Exam Questions and Answers |Complete Solutions Graded A+ |100% Correct
cable/dish advertisers and viewers pay
very selective targeting
syndication independent programs on location stations (often reruns)
public television little traditional advertising
What is direct marketing? one on one marketing
if you know know your target is (by name) you can reach them directly
What are the disadvantages of direct marketing? costs
clutter
limited reach
planning and production time
What are the advantages of direct marketing? ability to personalize
measurable
ability to learn from response rate
attention-grabbing
house lists vs purchased lists house - a list of names you gather and compile on your own
purchased - a list of name you purchase from someone else
types of direct marketing catalogs
mail (letter and postcards)
e-mail
, Ketchup vs salsa vs ranch dressing
- there is a lot of things you cant control but you need to know how your company is going to
react to them (WATCHING THE TRENDS) Salsa passed ketchup for the #1 condiment sold in
the U.S.
- when you look at $$ salsa is higher
- when you look at units ketchup is higher
(while they were fighting ranch snuck up on them)
Ranch for everything instead of Ranch dressing
- the new ketchup
- can't get there bottle off the dressing aisle
What is sales promotion? things to entice you to buy immediately
The purpose in sales promotion new customer trial (get customers to try things)
loyalty
switch brands
buy now instead of later
types of sales promotion coupons
bonus size
price reduction
speciality package
samples
point of purchase (POP)
continued program (loyalty program)
trail offers
contest/sweepstake
cable/dish advertisers and viewers pay
very selective targeting
syndication independent programs on location stations (often reruns)
public television little traditional advertising
What is direct marketing? one on one marketing
if you know know your target is (by name) you can reach them directly
What are the disadvantages of direct marketing? costs
clutter
limited reach
planning and production time
What are the advantages of direct marketing? ability to personalize
measurable
ability to learn from response rate
attention-grabbing
house lists vs purchased lists house - a list of names you gather and compile on your own
purchased - a list of name you purchase from someone else
types of direct marketing catalogs
mail (letter and postcards)
, Ketchup vs salsa vs ranch dressing
- there is a lot of things you cant control but you need to know how your company is going to
react to them (WATCHING THE TRENDS) Salsa passed ketchup for the #1 condiment sold in
the U.S.
- when you look at $$ salsa is higher
- when you look at units ketchup is higher
(while they were fighting ranch snuck up on them)
Ranch for everything instead of Ranch dressing
- the new ketchup
- can't get there bottle off the dressing aisle
What is sales promotion? things to entice you to buy immediately
The purpose in sales promotion new customer trial (get customers to try things)
loyalty
switch brands
buy now instead of later
types of sales promotion coupons
bonus size
price reduction
speciality package
samples
point of purchase (POP)
continued program (loyalty program)
trail offers
contest/sweepstake
