Ch.1 Principle And Practices Of PRA

Question 1

What is Integrated marketing communications (IMC)

Answer 1

A strategic integration of various promotional elements that communicate with a firm’s customers, aiming to achieve maximum communication impact

Question 2

Elements of IMC

Answer 2

1. Advertising
2. Direct marketing
3. Interactive/ internet marketing
4. Sales promotion
5. Public relations
6. Personal selling

Question 3

Advertising

Answer 3

Advertising is a paid, non-personal communication of information about products or ideas by and identified sponsor though the mass media in an effort to persuade or influence behavior

Question 4

Direct marketing

Answer 4

Organisations communicate directly with target customers to generate a response or a transaction

Question 5

Interactive/ internet marketing

Answer 5

The new media provides a new channel for companies to communicate with customers in more personalised and interactive ways

e.g. Viral marketing
Create messages that consumers willingly and spontaneously share with others via the digital platform

Question 6

Sales promotions

Answer 6

Promotion activities that provide extra value or incentive to the sales force, the distributors, or consumers, so as to stimulate immediate sales

Question 7

Difference between publicity and public relations

Answer 7

Publicity:
1. Not under the control of company/ organisation

2. Sometimes unfavourable
3. A narrower objective, in which attempting to get the media coverage on a product, service or event

PR:
1. Systematically planned and distributed by an organisation

2. Always favourable to enhance a company ‘s image
3. A broader objective, in which aiming to establish and maintain a positive image of the company among it various publics

Question 8

Personal selling

Answer 8

Person to person communication in which a seller attempts to persuade prospective buyers to purchase the company’s product or service