Exam 4: Action and Interaction: Direct Response and Promotions

Promotions and advertisements for a brand should share a common strategy and voice.

Refer to the passage below to answer the questions that follow. Everyone knows McDonald's,the worldwide fast food chain.McDonald's has used consumer promotions for years.Restaurants offer a kids' Happy Meal that always includes a toy,and oftentimes the package itself is a promotion,such as pumpkin buckets at Halloween.McDonald's has also used a promotion patterned after the popular Monopoly game,in which everyone wins something small,like a soft drink or French fries,but one participant could win $1 million dollars.The Monopoly promotion usually lasts several months.McDonald's also participates in promotions with movies,such as Star Wars and several Disney movies.Another promotion McDonald's is considering is a program that will give consumers one free Happy Meal for every 10 they purchase. -Maria won $1 million playing Monopoly at McDonald's.She won by collecting Monopoly tokens with each McDonald's purchase she made during the promotion,and eventually getting the winning combination of tokens.What type of consumer promotion is this?

A consumer is able to try a product or service through ________.

________ is a type of marketing communication that has characteristics of advertising but also includes an element that allows the audience to make a direct response to the advertiser.

Name and describe four types of consumer promotions.

Promotions add tangible value to the good or service and can contribute greatly to the profitability of the brand.

Shoppers today have come to expect frequent if not constant short-term price reductions.

Sales manuals,training programs,and supportive materials are all examples of ________ promotions.

Promotions are typically LEAST effective at which of the following?

Getting the product to those who order it is called ________.

When Kodak wanted to create excitement for its line of digital cameras,the company encouraged consumers to submit pictures electronically in the "Kodak Moments" promotion.Judges selected a grand prize winner to receive a vacation for four to Disney World,with several other lower-level winners receiving Kodak products.What type of consumer promotion was this?

Discuss three reasons for the growth of sales promotion.

How have loyalty programs become reward programs?

Knight-Abbey Commercial Printers and Direct Mailers is a large commercial printer in the southeastern United States.The company develops,prints,and mails direct mail pieces for several businesses.One of the company's largest customers is Beau Rivage Casino in Gulfport,Mississippi.Knight-Abbey personalizes and prints eight variations of a direct mail offer to customers.In terms of the types of firms in direct-response advertising,which type is Knight-Abbey?

Loyalty programs that require membership are popular with marketers because they also generate information for customer databases.

Using ________,telemarketers call random numbers rather than numbers of qualified prospects.

Name and describe five types of trade promotions.

Many marketers now use permission marketing to address the problem of ________.

Service firms in direct marketing specialize in ________.

Through ________,marketers can target individuals based on what they have purchased,what shows they have watched,or what websites they have visited.