Advertising and Public Relations
True or False? Advertising is a form of marketing that can be directly unpaid for.
False
Give an example of a non-price sales promotion
Free samples, buy one get one free, contests
What are the three types of sales force nationalities?
Expatriates, host-country, third-country
What is the world's largest online retail site?
Amazon
What is the full name and course code for this course?
Global Marketing for Hospitality Executives - HRTM 7734
What is the difference between an Art Director and a Copywriter in advertising?
Advertising professional who has the general responsibility for the overall look of an ad
Copywriters are language specialists who develop headlines, subheads, and body copy.
Promotions aimed for long term business growth as such loyalty programs and contests is considered pull or push promotions?
Pull promotions
What are short-term and long-term personal selling goals in personal selling?
The short-term goal is to make a sale, while the long-term goal is to build a relationship.
True or False? The leading language on the Internet is Chinese.
False - English
Where will FDU Vancouver be moving to next year?
Oakridge Park!
Name any three tools used in public relations.
Media releases, media pits, press conferences, tour of facilities, events, social media stories
Arranging to have the company’s products and brand names appear in TV shows, movies, and other types of entertainment is best considered as what?
Product placement
Name and describe the components of the FAB selling technique.
Features: Describe facts, data, and product characteristics
Advantages: Show product strengths in relation to competitors' products.
Benefits: How does the product meet the customer's needs?
True or False? Amazon, Taobao, Shopify are all considered Consumer to Consumer (C2C) e-commerce platforms.
False - these are Business to Business (B2B) e-commerce platforms
FDU Vancouver has been established for how many years?
FDU Vancouver Campus has been established for 18 years (from 2007 to the end of 2025)
Name any 3 types of creative executives used in advertising and explain what they mean.
1.straight sell: You tell your customer what the product is, what attributes are most appealing. No-nonsense advertising. It is straightforward.
2.scientific evidence
3.demonstration
4.comparison
5.testimonial
6.slice of life
7.animation: cartoons, fictional characters
8.fantasy
9.dramatization: Focus is on telling a short story with the product as the star. Uses more excitement and suspense in telling the story than slice-of-life execution
What is direct marketing? Give 3 examples.
•Communicates directly to the customer without the use of an advertising middleman. Ex: direct mail, catalogs, telemarketing, kiosk selling, door-to-door selling, text marketing
What are the four methods used to gain a competitive advantage under the strategic intent strategy? Give an example of each method.
Building layers of advantages, searching for loose bricks, changing the rules of engagement, and collaborating.
What is Google Analytics used to track? Why is it important?
Google Analytics is used to track, analyze, and report data on user behavior and website performance to help businesses understand their audience, optimize marketing efforts, and improve the user experience for better conversion rates.
How many campuses does FDU worldwide? (Vancouver counts as 1 campus)
FDU has four physical campuses: 2 in New Jersey, USA (Florham and Metropolitan), one in Vancouver, Canada, and one at Wroxton College, England
What are the three major criticisms of advertising?
•Misleading or deceptive •Offensive or in poor taste •Encourages materialism •Encourages people to buy things they do not need
Provide 4 benefits of using sales promotions
•To increase consumer awareness.
•To introduce new products and services.
•To combat competitors' actions.
•To encourage present guests to purchase more.
•To stimulate demand in nonpeak periods.
•Provide method of collecting additional data for database
What are the 5 essential elements of the Strategic/Consultative Selling Model?
Personal Selling Philosophy, Relationship Strategy, Customer Strategy, Product Strategy, and Presentation Strategy.
Provide any three major barriers to global internet marketing and give an example
- Language, cultural, knowledge, infrastructure, privacy, government regulations and legal constraints
Spell the first names of all the students in this class.
Manoj, Anand, Min Che, Kinley, Wendy, Aqsa, Komal, Abish, Saurav, Susan, Philip, Myat, Suparttra, Rojina, Manjil, Ujjal, Bhuwan, Bipana, Pooja, Rohit, Shirley, Hayk