CPM Distribution Channels & Integrated Marketing Communications Flashcards

What is the primary distinction between a 'push' and 'pull' distribution strategy?

Answer: Push uses intermediaries to move products; pull creates consumer demand that pulls products through the channel

A push strategy promotes products to channel intermediaries (retailers, wholesalers), while a pull strategy generates consumer demand so retailers stock the product.

Which channel conflict occurs between businesses at the same level of the distribution channel (e.g., two retailers)?

Answer: Horizontal conflict

Horizontal conflict arises between channel members at the same level, such as two competing retail outlets carrying the same brand.

In Integrated Marketing Communications (IMC), which principle ensures all consumer touchpoints deliver a consistent brand message?

Answer: Message consistency

IMC's core principle of message consistency requires every communication channel to convey a unified brand voice and value proposition.

A manufacturer sells directly to consumers via a company website, bypassing wholesalers and retailers. This is an example of:

Answer: Direct distribution (zero-level channel)

A zero-level (direct) channel has no intermediaries between the manufacturer and end consumer, such as a brand's own e-commerce store.

Which promotional mix element involves non-paid media coverage earned through press releases, events, and editorial mentions?

Answer: Public relations

Public relations generates earned media exposure through activities like press releases, sponsorships, and media relations rather than paid placements.

What does 'intensive distribution' aim to achieve?

Answer: Maximum product availability in as many outlets as possible

Intensive distribution places a product in every available outlet to maximize consumer accessibility, typical for convenience goods like beverages and snacks.