Chapter 11

Question 1

Marketing communication mix

Answer 1

combo of these elements that management believes will meet the needs of the target market and realise the firm’s overall objectives

Question 2

Advertising

Answer 2

Any form of paid communication in which the sponsor or firm is identified

Question 3

Effects of advertising

Answer 3

• market share
• the consumers’ behaviour
• brand loyalty
• perceptions of attributes

Question 4

Major types of advertising

Answer 4

1. Institutional
   - corporate image advertising or advocacy advertising
   - The promotion of the brand as a whole and not just a particular product.
   - This also helps make the brand seem more credible
2. Product
   - pioneering (during the introduction of new products) (beneficial Info)
   - competitive (During the growth of a product) (Emotional ads)
   - comparative (Direct or Indirectly compares to other products)

Question 5

Personal selling

Answer 5

is a situation in which two people communicate in an attempt to influence each other in a purchase situation

Question 6

Public relations

Answer 6

the marketing communication function that evaluates public attitudes, identifies areas within the firm that the public may be interested in and executes a programme of action to earn public understanding and acceptance

Question 7

Publicity

Answer 7

public information about a firm, its goods or services appearing in the mass media as a news item

Question 8

Marketing communication mix:elements

Answer 8

• Sender = originator of the message (i.e parent, friend, salesperson or the brand itself)
• Encoding = conversion of the sender’s ideas and thoughts into a message
• Transmission of a message requires a channel (i.e Radio, newspaper, social media)
• Noise = anything that interferes with, distorts or slows down the transmission of information
• Decoding= interpretation of the language and symbols sent by the source through a channel
• Feedback= receiver’s response to a message

Question 9

Integrated marketing communications (IMC)=

Answer 9

the method of carefully coordinating all marketing communication activities

Question 10

The objectives and tasks of marketing communication:

Answer 10

• convert an existing need into a want or stimulate interest in a new product
• stimulate a purchase or an action (Persuade)
• keep the product and brand name in the public’s mind (Remind)

Question 11

AIDA and the hierarchy of effects:

Answer 11

• Attention (Awareness and Knowledge)
• Interest (Liking and preference)
• Desire (conviction)
• Action (Purchase)

Question 12

Factors affecting the marketing communication mix:

Answer 12

• Nature of the product
• Stages in the product life cycle (Introduction, growth, maturity and decline)
• Target market characteristics
• Types of buying decisions
• Available funds
• Push and pull strategies

Question 13

Steps in developing the marketing communication plan:

Answer 13

1. Analyse the market
2. Identify the target audience
   geographically, demographically, psychographically or behaviourally
3. Set marketing communication objectives
4. Develop a marketing communication budget
   - Arbitrary allocation and all-you-can-afford
   - Competitive parity method
   - Percent-of-sales method
   - Market share method
   - Objective-and-task method
5. Choose a marketing communication mix