Communication decisions (promotion strategies) - Communication tools

27 important questions on Communication decisions (promotion strategies) - Communication tools

Mention three types of one-way communication

  1. Advertising
  2. public relations
  3. sales promotion

Mention two types of two-way communication

  1. Direct marketing
  2. personal selling

What are the six major international advertising decisions?

  1. Objective setting
  2. budget decisions
  3. message decisions (creative strategy)
  4. media decisions
  5. agency selection
  6. advertising evaluation
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What are the three points of budget decisions?

  • Percentage of sales/afforable approach
  • competitive parity approach
  • objective and task approach

What is the definition of unique selling proposition?

A unique characteristic of a product or brand identified by the marketer as the one on which to base a promotional campaign. It is often used in a product-differentiation approach to promotion.

What three points van media selection been based on?

  1. Reach
  2. frequency
  3. impact

What is the definition of Gross rating points? (GRPs)

Reach multiplied by frequency . GRPs may be estimated for individual media vehicles. Media planning is often based on ''cost per 1000 GRPs''.

What is the definition of cost per thousand (CPM)

Caculated by dividing the cost of an ad placed in a particular advertising vehicle (e.g. Certain magazine) by the number of people (expressed in thousands) who are exposed to that vehicle.

What are three methods of PR?

  1. Sponsorship
  2. celebrity endorsement
  3. product placement

What is the definition of celebrity endorsement?

The use of famous spokesperson or celebrities in marketing communications.

What is the definition of product placement?

Product placement is the inclusion of a branded product in media, usually without explicit reference to the product. Most commonly, branded products are featured in movies, television shows and video games

What is the definition of advertising agency?

A marketing services firm that assists companies in planning, preparing, implementing and evaluating all or portions of their advertising programmes.

What is the definition of point-of-sale displays?

Includes all signage - posters, signs, shelf cards and variety of other visual materials - that are designed to influence buying decisions at the point of sale

What is the defintion of cross-selling?

Selling an additional product or service to an existing customer

What is direct marketing?

Is the sum total of activities which products and services are offered to market segments in one or more media for international purposes or to solicit a direct response from a present or prospective customer or contributor by mail, telephone or personal visit

What are the four structures of a sales force?

  • Geographical
  • product
  • customer
  • combination

What are the three types of international sales force?

  • Expariate salesperson
  • host-country nationals
  • third-country nationals

What are experiate salespersons?

Already familiar with the firm's product, technology, history and policies. The ''only'' kind of preperation is the knowledge of the foreign market.

What are Host-country nationals?

Personell who are based in their home country. They have extensive market and cultural knowledge, language skills and familiarity with local business traditions.

What re third-country nationals?

Employees transferred from one country to another.

Mention four advantages of expatriates

  • Product knowledge
  • high service levels
  • train for promotion
  • greater home control

Mention three disadvantages of expatriates

  • Highest costs
  • high turnover
  • high training cost

Mention five advantages of host-country

  • Economical
  • high market knowledge
  • language skills
  • best cultural knowledge
  • implement actinos sooner

Mention four disadvantages of host country

  • Needs product training
  • may be held in low esteem
  • importance of language skills declining
  • difficult to ensure loyalty

Mention five advantages of third country

  • Cultural sensitivity
  • language skills
  • economical
  • allows regional sales coverage
  • may allo sales to country in fonclict with the home country

Mention five disadvantages of third country

  • Face identity problems
  • blocked promotions
  • income gaps
  • needs product/company training
  • loyalty assurance

What is a trade fair and exibition?

Is a concentrated event at which manufacturers, distributors and other vendors display their products and/or describe their services to current and prospective customers, suppliers, other business associates and the press.

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