Question

Classify each of the following as an example of direct, interactive, and/or mass marketing.

a. The sales force of a pharmaceutical company visits physicians' offices to promote new medications and to answer physicians' questions about treatment options and possible side effects.

b. A mortgage company targets a list of specific low-risk borrowers for a barrage of e-mail messages touting its low interest rates and fees.

c. An online bookseller pays fees to an Internet search engine to post banner ads relating to each search topic chosen by someone conducting a search. In part, this helps promote the bookseller's brand, but clicking on the banner ad also directs the person to a Web page displaying books on the topic that are available for purchase.

d. A national rental car chain runs advertisements on all of the nation's major television networks.

Short answer

(a) This advertisement is an example of interactive marketing because it allows physicians to obtain more information and place direct orders for the medication.

(b) Personal selling is when a lending institution contacts their current customers via e-mail.

(c) All consumers of the video players would have seen the keep appearing, trying to make it an exemplar of clever advertising. Customers are interacting with it by clicking on advertisements. As an outcome, this really is interactive marketing as well.

(d) Because it is seen by everyone local newspaper readers, a regional local newspaper advertisement is considered mass marketing.

Step-by-step solution

Introduction.

Interactive marketing, also known as trigger-based or event that happens marketing, is a marketing strategy in which customers interact with a company directly through two-way communication channels.

Given Information (part a).

The sales force of a pharmaceutical company visits doctors' offices to show off prescription treatments, while also to respond general practitioners' questions about treatment options and risks.

Explanation (part a).

Because this advertisement allows physicians to obtain more information and place direct orders for the medication, it is an example of interactive marketing.

Given Information (part b).

A mortgage company sends a barrage of e-mail messages touting its low interest rates and fees to a list of specific low-risk borrowers.

Explanation (part b).

A mortgage company approaches their customers directly via e-mail, which is an example of direct marketing.

Given Information (part c).

An online bookstore pays a search engine to exhibit advertising banners pertaining to each search term that a user enters. In part, this helps to promote the bookseller's brand, and though clicking on the big banner also tends to redirect the user to something like a fresh website selling books on the subject.

Explanation (part c).

A banner advertisement on the internet is an example of mass advertising because it targets all internet users.

When an user clicked on an advertorial, it gives the consumer with direct information, making this an engaging advertisement too though.

Given Information (part d).

A national rental car company advertises on all of the major television networks in the United States

Explanation (part d).

A regional national newspaper advertisement has been categorized as mass marketing because it is noticed by all news paper readers.