Ch. 14: Integrated MKT Communication

Question 1

When planning a marketing communication strategy, which part of the
communication model should be analyzed first?

Answer 1

Receiver

Question 2

Why do messages need to be encoded?

Answer 2

That’s the only way they can be transmitted

Question 3

What is going to determine the ability of a sender and a receiver to communicate
when messages are encoded?

Answer 3

Overlapping fields of experience

Question 4

What is “Noise” in the communication process?

Answer 4

anything that interferes w the communication process

Question 5

What are the 3 tasks of Promotion?

Answer 5

Inform
Persuade
Remind

Question 6

What does the acronym AIDA stand for?

Answer 6

4 steps you need to take to get a customer to go from
Attention
Interest
Desire
Action

Question 7

Which type of promotion is better for consumer markets? For industrial markets?

Answer 7

Consumer- advertising

Industrial- personal selling

Question 8

Which type of promotion is better for expensive products? For convenience products?

Answer 8

Expensive– personal selling

Convenience– advertising

Question 9

For what purpose is personal selling used in the introductory stage of the Product Life
Cycle of consumer products?

Answer 9

introductory

Question 10

What is the difference between a “push” and a “pull” strategy in promotion?

Answer 10

2 different methods of communication
Push: each member of the mkt channel promoted to the next level
Pull: only manufacturer promotes to customer

Question 11

What is the relationship between the AIDA concept and the Hierarchy of Effects
model?

Answer 11

Hierarchy is a subset of AIDA model

Question 12

Which forms of promotion are very effective in generating Attention in the AIDA
model? Which ones are very effective in taking the customer from Conviction to
Purchase (Action)?

Answer 12

Attention/awareness: Advertising, sales promotion, and public relations
Conviction–> purchase (action) : personal selling and sales promotion