WEB EXERCISE 8 Support Media & Direct Marketing Focus: Chapters 13 & 14 In this exercise you will learn more about a form of marketing communications that has recently become highly popular among adve
Week 8 Plan Chapter 13: Support Media Key Learning Objectives: To examine the role of support media in the IMC program. To recognize the various traditional and nontraditional support m edia available to the marketer in developing a promotional program To develop an understanding of the advantages and disadvantages of support media. To know how audiences for support media are measured. New Vocabulary: Chapter 13 Support media p.454 Alternative media p.454 Below -the -line media p.454 Nonmeasured media p.454 Nontraditional media p.454 Out -of-hom e advertising p.455 Digit al out-of-hom e media p.457 Aerial advertising p.457 M obile billboards p.458 In-store media p.459 Transit advertising p.460 Inside cards p.460 Outside posters p.460 Terminal posters p.461 Promotional products marketing p.464 Special ad vertising p.464 Yellow pages p.466 Directional medium p.467 Branded entertainment p.468 Product placement p.468 Product integrations p.470 Advertainment p.470 Advergame s p.470 Chapter 14: Direct Marketing Key Learning Objectives:To recognize the area of direct marketing as a communications tool.
To know the strategies and tactics involved in direct marketing.
To demonstrate the use of direct-marketing media.
To determine the scope and effectiveness of direct marketing. New Vocabulary: Chapter 13 D irect marketing p.480 D irect - response media p.482 O ne - step approach p.485 T wo - step approach p.485 M ailing list p.486 e - mail p.488 S pam p.488 Direct - response advert ising p.488 Support advertising p.488 I nfomercial p.489 telemarketing p.49 1 direct selling p.491 cost per order (CPO) p.492 Customer Lifetime Value (CLTV) p.492 Deliverables:
Read and understand Chapters 13 & 14; review the PowerPoints if you find them helpful Complete Quiz 8 (due before midnight on Saturday) Complete Web Exercise 8 (due before midnight on Saturday) Complete Exam 2 (due before midnight on Sunday)
