Check Your Understanding: Answer questions 1-5 below

1. ________ is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen.

2. ________ consist(s) of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.

3. Some companies set their promotion budget to achieve share-of-voice parity with competitors. This is called the _____ method.

4. A program designed to promote or protect a company’s image or its individual products is called _____.

5. ________ is/are any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.

Exercises: Answer questions 1-5 below

1. Describe the eight major modes of communication in the communications mix.

2. What are the three main platforms of social media? For each describe both a benefit and challenge they present to today’s marketing environment.

3. List and discuss three elements that explain how many exposures, E, will produce a level of audience awareness, A.

4. What are the five major decisions, known as “the five M’s” that marketing managers must make in developing an advertising campaign?

5. What are the seven design elements that effective Web sites feature? Define each of these.

Case Study: Complete the Cast Study below. (Must be at 650 words.)

Derek is working on promoting his company’s Glazer brand of electronic razors. Preliminary surveys have revealed that even though a sizable portion of the target market has developed a liking for the product due to innovative advertising, few customers would actually consider replacing their current razors with Glazers. How can Derek modify the communications program to get customers to favor Glazers over other brands?

Market research suggests that the target audience possesses an intent to use Glazers, but is stalling over actually making the purchase. How can Derek modify the communications program to get customers to purchase Glazer razors?