Chapter 10: IMC & Advertising

Question 1

• Advertising
• Sales Promotion
• Publicity
• Sponsorship
• Direct Marketing
• Exhibitions
• Product Placement
• Guerrilla Marketing
• Ambient Marketing

Answer 1

Offline Communications Techniques

Question 2

Overall range of promotional techniques.

Answer 2

Promotional Mix

Question 3

1. Resource Availability & Cost of Promotional Tools
2. Market Size & Consideration
3. Customer/firm information needs
4. Product characteristics
5. Push VS. Pull Strategies

Answer 3

Factors impacting Promotional Mix

Question 4

Brings the product to the consumer.

Answer 4

Push Marketing

Question 5

Brings the consumer to the product.

Answer 5

Pull Marketing

Question 6

The system by which companies’ co-ordinate their
marketing communications tools to deliver a…
CLEAR, CONSISTENT, CREDIBLE & COMPETITIVE
…message about the org. and its products.

Answer 6

Integrated Marketing Communications (IMC)

Question 7

1. Marketing Strategy
2. Positioning Strategy
3. Comm. Decisions
4. Execute _____ Strategy
5. Evaluate _____ Strategy

Answer 7

Stages in Developing an IMC Campaign

Question 8

1. Set Comm. Objectives
2. Create message platforms
3. Outline promotional mix
4. Set promotional budget
5. Select external agencies

Answer 8

Steps of Communications Decision Stage of IMC Campaign

Question 9

• Co-op. w/ people from media
• Create an ad. dep.
• Work w/ ad. agency
• Use in-house staff

Answer 9

Four Alternatives for Campaign Development

Question 10

Any communication with the intent and/or effect of promoting a product, service, idea/concept, brand, or other entity (real or imagined).

Answer 10

Advertisement

Question 11

1. Define objectives
2. Setting Budget
3. Message Decisions
4. Media Decisions
5. Execute Campaign
6. Evaluate Effectiveness

Answer 11

Developing Advertising Strategy

Question 12

Translates an organization’s basic value proposition into an advertising platform. The use of words, symbols, and illustrations to communicate to a target audience using some media.

Answer 12

Advertising Message

Question 13

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

Answer 13

Advertising Platform

Question 14

Choice of
prime media, i.e. press, TV,
radio etc.

Answer 14

Media Class

Question 15

Choice of particular
newspaper, magazine, poster site
etc.

Answer 15

Media Vehicle

Question 16

Used to assess a campaign’s effectiveness
once it has run

Answer 16

Post-testing

Question 17

KPI

Answer 17

Key Performance Indicator

Question 18

1. Image/attitude change
2. Actual sales
3. Other financial measures (Cashflow)

Answer 18

KPI of Effectiveness for Advertisments

Question 19

• Increased impulse purchasing
• Rising cost of ads. and ad. clutter
• Shortening time horizons
• Competitor activities
• Measurability

Answer 19

Reasons for popularity of Sales Promotions

Question 20

• Media
• Finance
• Employees
• Customers
• Suppliers
• Distributors
• Government
• General public

Answer 20

Shareholders

Question 21

The management of communications and relationships to establish goodwill and mutual understanding between an organization and its shareholders.

Answer 21

Public relations

Question 22

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

Answer 22

Publicity

Question 23

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

Answer 23

Sponsorship