Chapter 12

Question 1

What is IMC?

Answer 1

Integrated Marketing Communications

• this is designing a marketing communications program that coordinates all promotional activities to provide a consistent message to a target audience

Question 2

advantages and disadvantages of : television

Answer 2

+ mass coverage, low cost per exposure , appealing
- high absolute costs, fleeting exposure, less audience selectivity

Question 3

advantages and disadvantages of :
newspapers

Answer 3

+, flexibility, timeliness
-, short life, reproduction quality, small audience

Question 4

advantages and disadvantages of :
the internet

Answer 4

+, high selectivity; low cost, immediacy
-, potentially low impact, the audience controls exposure

Question 5

advantages and disadvantages of : direct mail

Answer 5

+, high audience selectivity, flexibility, no ad competition
-, relatively high cost per exposure

Question 6

advantages and disadvantages of : magazines

Answer 6

+, high geographic and demographic selectivity, high quality
-, long ad purchase time, no guarantee

Question 7

advantages and disadvantages of : radio

Answer 7

+ good local acceptance, low cost
-, audio only

Question 8

advantages and disadvantages of : outdoor

Answer 8

+, flexibility, high repeat exposure, low cost
-, little audience selectivity

Question 9

Public relations: proactive and reactive ways to building strong relations with company’s stakeholders

Answer 9

proactive: obtaining favorable publicity,
reactive

reactive:

managing unexpected occurrences, both positive and negative

Question 10

why is Public relations a high credible option in IMC?

Answer 10

when spread by reputable media outlets.

Question 11

Major Public Relations Tools

Answer 11

news, speeches, special events, written materials, audiovisual materials, corporate identity materials, public service activities, company website, social media releases

Question 12

pros and cons of Sales Promotions

Answer 12

pros:

• wide assortment of tools
• customer attraction
• strong incentives to purchase
• quick consumer response
• measurable

cons:

• short lived effectives, not effective at building long term brand preference or customer relationships

Question 13

types of consumer promotion tools

Answer 13

samples, coupons, rebates, price packs, premiums, promo products, point of purchase, contests/games, sweepstakes, event marketing

Question 14

what are rebates?

Answer 14

price reduction after purchase, such as mail in proof of purchase

Question 15

what are price packs?

Answer 15

offer discounts from regular price. eg) buy one get one.

Question 16

what are premiums?

Answer 16

extra goods offered for free with purchase such as kids’ meal prize

Question 17

two kinds of sales promotions

Answer 17

trade and consumer

Question 18

what are the kinds of trade sales promotions?

Answer 18

trade shows

off invoice allowances - price reduction but with limited time

merchandise allowances - a price reduction taken off a product in return for displaying the product

co-op advertising - the contribution of funds for inclusion in a wholesaler, distributor, or retailer advertising program such as a flyer

Question 19

Pros and cons of direct marketing

Answer 19

+, communicates more directly with targeted customers, tailored message, interactivity, one to one relationships

-, well established accurate database, sometimes perceived as junk-mail

Question 20

pros and cons of event marketing and sponsorships

Answer 20

+, engaging in buzz, major sponsorships

-, costly, limited potential for creating 1-1 relationship, hard to measure

Question 21

pros and cons of product placement and branded entertainment

Answer 21

+, seamless product integration into programming, positive association with particular movie

-, costly, ubiquitous

Question 22

personal selling pros and cons

Answer 22

+, two way, preferences, allows relationships, differentiation

-, requires long term commitment, most expensive promotion tool, consistency in messaging may be compromised.

Question 23

steps in selling process

Answer 23

prospecting→ pre-approach → approach→ presentation and demonstration→handling objections →closing →follow up

Question 24

push strategy

Answer 24

efforts in distribution

gain support from retailers, distributors, and wholesalers through listings, sales, and merchandising, featured pricing, and the inclusion in flyers.

Question 25

pull strategy

Answer 25

producers pull consumers who pay resellers, wholesalers

focus is on ultimate consumer, uses advertising, public relations, consumer promotion

Question 26

steps in the marketing communications process

Answer 26

1. specify the IMC objectives
2. identify the target audience
3. set the promotional budget
4. design the promotional progrma
5. schedule and run the IMC elements
6. evaluate the program and recommend changes

Question 27

what is the promotional mix?

Answer 27

advertising, public relations, sales promotion, direct response marketing, event marketing , sponsorship, product placement, branded entertainment, personal selling, online marketing, social media marketing, and mobile marketing

Question 28

what are sales promotions?

Answer 28

example of mobile sales promotional tool

provides short term incentives for people to interact with brands whether through discount, offer, or engagment.

Question 29

in this step of the selling process, we are gathering information and deciding how to approach the prospect. Which step is this and what are some other things about it?

Answer 29

This is Pre Approach

This entails personal observation, other customers, and company salespeopel

Question 30

In this stage of selling, we are stimulating interest and making the transition to presentation. This is the first impression.

Answer 30

Approach

Question 31

What stage of selling do we create desire for the product? professional ethical approach is needed here.

Answer 31

Presentation