...Marketing Communications Strategy Multiple Choice Questions 1. The communication tools a company uses to pursue its advertising and marketing objectives is often referred to as the company’s ________. a. direct marketing b. target marketing c. promotion mix d. marketing mix 2. Companies often make use of short-term incentives to encourage the purchase or sale of a product or service called ________. a. direct marketing b. sales promotions c. personal selling d. public relations 3. When most people think of marketing, they think first of the common form of paid, nonpersonal, presentation or promotion of ideas, goods, or services by an identified sponsor that is called ________. a. sales promotion b. advertising c. direct marketing d. personal selling 4. Which of the five major promotion tools includes press releases and special events? a. sales promotion b. personal selling c. direct marketing d. public relations 5. The major promotion tool that includes catalogs, telephone marketing, kiosks, the Internet, and more is called ________. a. sales promotion b. direct marketing c. public relations d. advertising 6. ________ includes point-of-purchase displays, premiums, discounts, coupons, specialty advertising, and demonstration. a. Sales promotion b. Direct marketing c. Public...
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...is a form, either written or orally, that attempts to sell something whether it is a product or particular view. Advertising takes in the form of pamphlets, radio, television, internet and much more. A common misunderstanding is that advertising differs from marketing, a business practice unto itself. There is a wide variety of ways in which an advertisement may reach the public, but not all are suitable for every advertisement. Advertising is used to make the consumers aware of the goods and services that producers and trader share to offer. There are many media through which advertising may take place. Each of which has a varying degree of effectiveness and costs. There are three main groups of advertising: Informative advertising Persuasive advertising Sponsorship advertising The aims of this study is to increase the usage of a certain product, attract more customers and to indicate the introduction of new products or replacement of the old products. To assist me in carrying out this aim, I will also focus on several sub topics that will be further discussed. They are as follows: Advertising Media Types of advertising Roles and Functions of advertising In order to complete this coursework, I intend to read books, have interviews, research and sending out questionnaires to different business proprietors and business company that use advertising. ADVERTISING MEDIA As defined by the online google dictionary, Advertising...
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...Sample Persuasive Message University of Phoenix COMM470 Persuasive Message The product I selected to illustrate regarding persuasive messages and e-commerce is a well known cleaning product named the “Swivel Sweeper”. The Swivel Sweeper is mostly sold through the internet and television infomercials that state facts and claims about the sweeper product. I have focused on the internet form of infomercial rather than the televised commercial. I have modeled the sample persuasive message from the website to express the primary attributes of this form of ecommerce (Swivel Sweeper, 2010). The following is the message: “Filthy floors getting you down? Are you slaving and washing away only to find that the floor still look dirty? Are you still using heavy equipment that is difficult to maneuver? Well there is a solution to all these floor cleaning troubles! Swivel Sweeper is guaranteed to be the last floor product you need to buy! The Swivel Sweeper can be used on tile, wood, carpet, ceramic and linoleum. The simple swivel head allows one to reach under tables and around chairs. You don’t believe? Try it for free. If you order your swivel sweeper during the hour you will receive another Swivel Sweeper completely free! But the deals don’t stop here! We also have enclosed a gift for you, a pair of two mini-sweepers! Give on to your friend store in your car. There yours just for being a great customer. To order your Swivel Sweeper and receive your two Swivel Sweepers...
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...Persuasive Messages COMM/470 Persuasive Messages The growth of e-commerce (EC) has changed the way we communicate and the way the world works. Online retailing – e-tailing – is one such EC derivative that has seen tremendous growth as increasing numbers of consumers migrate to the internet to do their shopping. E-tailing presents unique challenges and opportunities for sellers as they vie for consumer dollars in an increasingly competitive marketplace. Among these challenges is the need to effectively and persuasively communicate with consumers to induce desired behavior. Here, we examine three communication behaviors inherent in e-tailing, explain how each enables e-commerce, and analyze each using the communications process. Finally, we will develop a sample persuasive message. E-tailing Behaviors It is critical for any business – e-tailer or otherwise – to attract new customers, induce the purchase, and encourage repeat business. It is within this framework that we discuss the following e-tailing behaviors. E-tailers have a variety of strategies to attract prospective customers. Among them is internet advertising. Forms of internet advertising include featured link status on web search results pages, paying the search host, such as Google, for each click their link receives. Other forms include pop-up ads, banner ads, interstitials, and email marketing (Turban et al, 2008). In each case, the sender’s (e-tailer) purpose is to drive traffic...
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...Chapter 6—Delivering Good- and Neutral-News Messages MULTIPLE CHOICE 1. Which of the following is an advantage of the direct pattern for a good-news message? a.|The emphasis is on the writer.| b.|The organization is persuasive and calls for action.| c.|The receiver gets the details and explanation right away.| d.|The good news in the first sentence puts receivers in a good frame of mind.| ANS: D PTS: 1 REF: p. 86 MSC: Remember 2. What should the organization of business messages be based on? a.|the direct pattern| b.|the indirect pattern| c.|the writer’s mood and personality| d.|a prediction of the receiver’s reaction to the main idea| ANS: D PTS: 1 REF: p. 90 MSC: Remember 3. Which statement about strategies for structuring effective good- and neutral-news messages is true? a.|The strategies should be consistent throughout your writing.| b.|The strategies vary dramatically from one company to another.| c.|The strategies can generally be applied to cultures around the world.| d.|The strategies are generally consistent among North American audiences.| ANS: D PTS: 1 REF: p. 90 MSC: Remember 4. You are writing to ABClothes.com to request an exchange for an ordered shirt that was recently sent to you in the incorrect size. What type of message will it be? a.|a routine claim| b.|a goodwill message| c.|a persuasive request| d.|a negative news message| ANS: A PTS: 1 REF: p. 90 MSC: Higher Order 5. How does the tone of a letter...
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...communications. First, the role of promotion in the marketing mix. Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. Promotional strategy is the plan for using the elements of promotion-advertising, public relations, sales promotion, and personal selling-to meet the firm's overall objectives and marketing goals. Based on these objectives, the elements of the promotional strategy become a coordinated promotion plan. The promotion plan then becomes an integral part of the total marketing strategy for reaching the target market along with product, distribution, and price. Second, the elements of the promotional mix. The elements of the promotional mix include advertising, public relations, sales promotion, and personal selling. Advertising is a form of impersonal, one-way mass communication paid for by the source. Public relations is the function of promotion concerned with a firm's public image. Firms can't buy good publicity, but they can take steps to create a positive company image. Sales promotion is typically used to back up other components of the promotional mix by stimulating immediate demand. Finally, personal selling typically involves direct communication, in person or by telephone; the seller tries to initiate a purchase by informing and persuading one or more potential buyers. Third, the communication process. The communication process has several steps. When an...
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...1. The different between push and pull supply chain. Answers: 1. A “push” promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product. The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers. A good example of "push" selling is mobile phones, where the major handset manufacturers such as Nokia promote their products via retailers such as Carphone Warehouse. Personal selling and trade promotions are often the most effective promotional tools for companies such as Nokia - for example offering subsidies on the handsets to encourage retailers to sell higher volumes. A "push" strategy tries to sell directly to the consumer, bypassing other distribution channels (e.g. selling insurance or holidays directly). With this type of strategy, consumer promotions and advertising are the most likely promotional tools. Pull A “pull” selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers. A good example of a pull is the heavy advertising and promotion of children's’ toys – mainly on television. Consider the recent BBC promotional campaign for its new pre-school programme – the Fimbles. Aimed...
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...------------------------------------------------- 1. Which of the following is NOT a step that might be used to improve the quality of a firm’s marketing intelligence? ------------------------------------------------- A. Watching how the stock market reacts to interest rate changes B. Motivating distributors to pass along important intelligence from the marketplace. C. Collecting competitive intelligence by buying a competitor’s products D. Setting up a consumer panel ------------------------------------------------- 2. When Molly’s parents retired, they decided they wanted to travel. They found an ideal job that allows them to travel for free, but the only catch is they have to stay at Holiday Inns. During each stay, they test all the amenities offered by the motel and evaluate each. The evaluation forms are sent to the motel headquarters where it becomes part of the motel’s __________ systems. ------------------------------------------------- A. Accountability information system (AIS) B. Marketing intelligence C. Experiential research data D. Marketing research ------------------------------------------------- 3. Which of the following is an example of primary data that would be used by Topps card company to determine popularity of its new hologram baseball card series? ------------------------------------------------- A. Sales records for baseball cards gathered by the industry’s trade council. B. Data from sales records kept by exclusive dealers of Topp’s...
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...refers to the direct face-to-face communication between sellers and prospective buyers. Direct Selling- is a responsibility of some salesperson. This activity includes prospecting for new customers, increasing sales to current customers, making sales presentations, demonstrating products, quoting price and sales terms, and writing orders. Indirect Selling- the promotion of the company goodwill is an activity that will help generate sales. Non-selling Task- are those that the company may require to improve the overall management of the firm and the performance of salesperson. Order Getters- are salespersons whose jobs are to increase the firm’s sales. Order Takers- are those that serve the purchase orders of current customers. Support Personnel- are those that facilitate the selling function by locating prospects, educating customers, building goodwill, and providing after sales service. Prospecting- is the stage in the personal selling process where a search for and qualification of potential customers is made. Prospects- are gathered from leads in the target market that are qualified to be prospects. Pre-approach- this stage consists of the time and effort spent in determining which approach will best suit a prospect. Approach- refers to that stage in the selling process for the salesperson makes contact with the prospects. Presentation- this stage calls for actually presenting the product to the customer with the objective of convincing him to buy. Meeting Objections-...
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...Part 1 Integrated marketing communications is an approach that businesses use to achieve the objectives of a marketing campaign using different promotional strategies. This includes recognizing the value of comprehensive plan to evaluate the roles of communications disciplines of public relations, advertising, sales promotion, personal selling, and direct marketing, all of which ensure maximum communication impact. Typically, it can be described in simple terms as the application of brand messaging across traditional and nontraditional marketing strategies. The messaging strategies are unified and are customer centered. The basic reasons for messaging or communication are to inform, persuade, assist other efforts, remind, and add value (Madhavaram, Badrinarayanan & McDonald, 2005). Johnson & Johnson (2005) stipulates that there are various elements used for integrated marketing communications. These include advertisement, sales, promotion, public relations, personal selling, and direct marketing. Advertising is one of the most powerful tools of marketing communication. It refers to a paid presentation and promotion of goods, services, and ideas by an identified sponsor. Advertisement is regarded as the life blood of modern business because of the ability to reach a huge number of consumers. Adverts inform consumers of the quality of a product; thus, attracting a huge number of consumers. When done in the right way, it has the ability to convince consumers of the effectiveness...
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...Prestige Or StatuS That Ownership Confers. Price Skimming Is The Strategy Of Charging The Highest-Possible Price For Product During The Introduction Stage Of Its Life Cycle 2- The Seller Essentially "Skims The Cream" Off The Markets Which Helps To Recover More Quickly The High Costs oF Research And Development 3-The Greatest Disadvantage Is That a Skimming Price May Make The Product Appear Lucreative To Potential Competitors,Who May Then Attempt To Enter That Market B-Penetration Pricing:1-At The Opposite Extreme,Penetration Pricing Is The Strtegy Of Setting a Low Price For a New Product 2-The Idea Is To Earn a Large Market Share For The Product Quickly. The Seller Hopes That This Approach Will Sell More Units During The Early Life-Cycle Stages And Thus Discourage Competitors From Entering The Market 3-A disadvantage Of Penetration Pricing Is That It Places A Firm In A Less Flexible Positin.It Is More Difficult To Raise Prices Significantly Than Its To Lower Them ^21-Define And Explain The Advertising Five Principal Media Of Advertising? Ans-Advertising Is The Process Of Communicating Persuasive Information About a Product To Target Markets By Mean Of The Written And Spoken Word,And By Visual Material By Definition The Process Excludes Personal Selling *There Are Five Principle Media Of Advertising: 1-The Press-Newspapers-Magazines-Journals etc 2-Commercial Televison 3-Direct Mail 4-Commercial Radio Outdoor-Transport Advertisment-Hoardings ...
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...competitive strategy because you want your target market to come to you so you have to persuade them that your product or services are better than your competitors. The promotional mix is all about a business trying to attract interest, create awareness, create an image and constantly remind your target market that your products and services exist. The promotion mix consists of 5 elements; Advertising Businesses around the world pay to have their brand promoted, this can be done through Television, Newspapers, Radio, Billboards, Social Media and many more. The purpose of advertising is to tell people that the brand and its products or services exists. There are three types of advertising these are informative, persuasive and corporate. Informative advertising is to simply tell people about the product or service through television or radio. Persuasive advertisement is aimed at our emotions to persuade the viewers or listeners to buy the product, for example this is commonly used in adverts which aim to get people to stop drinking for example, they normally show graphic images of the effects of drinking and hope you will be put off drinking and instead buy their product they are trying to promote instead to help you quit. Finally corporate advertising is when a businesses promotes the entire company as a whole instead of individual products, for example Thorpe Park do this. Personal selling This is the act of trying to persuade your target market to buy your products...
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...Discuss whether and how the company chooses to respond to these claims. Introduction: it has been proved that it is crucial for organisations to communicate with their stakeholders that could develop and protect their reputation. And managers need to think very strategically about their business overall and how they can effectively communicate with their stakeholders, such as customers, investors, employees, members of communities in which the organization operates (Cornelissen, 2011). To the Peanut Corporate of American (PCA), which produced blanched, split, granulated, roasted peanuts and also peanuts butter and so on, sell peanut products to other manufacturers rather than consumers directly, its stakeholders could be customers who buy the peanut products, investors who invest on PCA, for example, shareholders, employees who work for the company and suppliers who provide materials that company needs, government political groups who set regulations on the company trade associations who are related to trade issues. The following figure is the model of stakeholders in strategic management. Governments investors political groups Suppliers organization customers Trade associations employees communities The stakeholder management recognizes the mutual dependencies between organizations and various stakeholder groups- groups that are affected by the operations and performance. Any group or individual who have legitimate interests...
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...techniques and plagiarism. Name: Palesa Moatshe Signature: P.Moatshe Student number: 35772085 Date: 2 September 2014 Witness: B. Moatshe PROMOTIONS AND DISTRIBUTION MANAGEMENT TABLE OF CONTENTS PAGE DIRECT MARKETING OBJECTIVES 3 1. To generate leads 3 2. To sell direct 3 3. To generate store traffic 3 4. To manage relationships for future sales 3 5. To inform and keep in touch 4 6. To recognise and reward 4 SOURCES CONSULTED 4 Direct Marketing Objectives There are specific direct marketing objectives which can be relevant to all three main categories, namely, acquisition, retention and financial. The main objectives are the following: 1. To generate leads -This is the key area of expenditure for direct marketing. To achieve this objective, the key consideration is to calculate how many of the leads can actually be handled by the sales force. Calculate the number of leads which can be handled, then estimate the scale of promotion required to produce these numbers bear in mind that like all direct activities, the communication can be staggered and controlled over a period of time to provide a regular flow of leads. The object of Woolworths direct mail, web page, e-mail or ad should not be to make the sale immediately, but merely to get prospects to raise their hands and identify the Woolworths brand. Once they make themselves known, they enter the sales cycle, and you...
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...theory and the weak theory. The strong theory coined by John Philip Jones holds the belief that advertising exerts a powerful persuasive influence on consumer’s behaviour (Jones, 1990). In Contrast Andrew Ehrenberg developed the view of the weak theory of advertising. This view suggests that advertising reinforces rather than initiates consumer behaviour (Ehrenberg, 1992). These two theories have been discussed thoroughly by many theorists to understand how advertising works. Many countries have implemented restrictions in advertising for tobacco and have issued potential future restrictions for alcohol, with the objective that introducing an adverting ban would lower overall consumption. However, Studies analysing the effects of advertising being linked to consumption has led to two separate views on how advertising works and have led some to believe that advertising bans have no effect on overall consumption. The strong theory of advertising supports the belief that advertising has the power to persuade people who may not know of a brand or bought a product before to buy it. Also, that advertising in terms of the strong theory increases consumers knowledge and can change people’s behaviour patterns. It can also in the view of the strong theory of how advertising works increase sales and manipulate consumers through psychological techniques to make them buy a product (Jones, 1998). However in contrast, the views of the weak theory believes that...
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