Communication decisions (promotion strategies) - Communication tools
27 important questions on Communication decisions (promotion strategies) - Communication tools
Mention three types of one-way communication
- Advertising
- public relations
- sales promotion
Mention two types of two-way communication
- Direct marketing
- personal selling
What are the six major international advertising decisions?
- Objective setting
- budget decisions
- message decisions (creative strategy)
- media decisions
- agency selection
- 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?
What three points van media selection been based on?
- Reach
- frequency
- impact
What is the definition of Gross rating points? (GRPs)
What is the definition of cost per thousand (CPM)
What are three methods of PR?
- Sponsorship
- celebrity endorsement
- product placement
What is the definition of celebrity endorsement?
What is the definition of product placement?
What is the definition of advertising agency?
What is the definition of point-of-sale displays?
What is the defintion of cross-selling?
What is direct marketing?
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?
What are Host-country nationals?
What re third-country nationals?
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?
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