Chapter 10- IMC + Advertising

Question 1

what is mass marketing?

Answer 1

uses mass media such as television, radio, and newspapers to broadcast messages to random public

Question 2

what is direct marketing?

Answer 2

Organizations communicate directly with customers, without an intermediary via interactive communication, through channels such as telemarketing, email, direct mail, SMS texting and social media ads.

Question 3

what does push marketing do?

Answer 3

brings the product to the consumer while pull marketing brings the consumer to the product.

Question 4

what is integrated marketing communications?

Answer 4

The system by which companies’ co-ordinate their marketing communications tools to deliver a : clear, consistent, credible, & competitive message about the organization and its products.

Question 5

what can the application of integrated marketing communications lead to?

Answer 5

improved consistency and clearer
positioning of companies and their brands in the minds of
consumers.

Question 6

advertising definition:

Answer 6

Any paid form of non-personal
communication of ideas or products in the prime media (i.e. television, the press, posters, cinema and radio, the internet and
direct marketing)

Question 7

developing advertising strategy:

Answer 7

1. Defining advertising objectives
2. Setting the advertising budget
3. Message decisions
4. Media decisions
5. Executing the campaign
6. Evaluating campaign effectiveness

Question 9

what is the purpose of the advertising message?

Answer 9

translates an organization’s basic value proposition into advertising platform

Question 10

what is the advertising message?

Answer 10

the use of words, symbols, and illustrations to
communicate to a target audience using some media

Question 11

what is the advertising platform?

Answer 11

the aspect of the seller’s product (and
such an ad. campaign) that is most persuasive (attractive) & relevant (meaningful) to a target consumer

Question 12

what is public relations?

Answer 12

the management of communications and relationships to establish goodwill and mutual understanding between an organization and its publics (stakeholders)

Question 13

what is publicity?

Answer 13

the communication of a product or business by
placing information about it in the media without paying for time or space directly.

Question 14

what is sponsorship?

Answer 14

A business relationship between a provider of funds, resources, or services and an individual, event, or organization which offers in return some rights and association that may be used for commercial advantage

Question 15

what is the objectives of sponsorship?

Answer 15

-Gain publicity
-Create entertainment opportunities
-Foster favourable brand & firm associations
-Improve community relations
-Create promotional opportunities

Question 16

what is product placement?

Answer 16

the deliberate placing of products and/or
logos in movies, television, songs, and video games, usually for a fee.

Question 17

why has product placement grown?

Answer 17

-Media fragmentation
-Positive association
-Greater authenticity
-Repetition of show/movie
-Choice of show/movie
-Promotional & merchandising opportunities

Question 19

what is ambient advertising?

Answer 19

advertising carried on outdoor media that does not fall into the established outdoor categories such as billboards and bus signs.