Web Exercise of MKTG 420

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 media 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-home advertising p.455

Digital out-of-home media p.457

Aerial advertising p.457

Mobile 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 advertising 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

Advergames 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

Direct marketing p.480

Direct-response media p.482

One-step approach p.485

Two-step approach p.485

Mailing list p.486

e-mail p.488

Spam p.488

Direct-response advertising p.488

Support advertising p.488

Infomercial p.489

telemarketing p.491

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)