Chapter 12

Question 1

COMMUNICATIONS

Answer 1

Communication is the process of conveying a message to others.

Question 2

COMMUNICATION PROCESS

Answer 2

1) Sender
2) Encode Message
3) Channel of Communication
4) Decode Message
5) Receiver
6) Feedback

Question 3

PROMOTIONAL ELEMENTS

Answer 3

To create our promotional mix, we have 5 basic promotional elements to choose from:

1) Advertising
2) Personal selling
3) Sales promotion
4) Public relations
5) Direct response marketing

Integrated Marketing Communications: the concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences.

Question 4

PROMOTIONAL MIX STRATEGIES

Answer 4

Promotional mix strategies:

1) Push strategy
2) Pull strategy

Question 5

ADVERTISING

Answer 5

Any paid form of nonpersonal communication about a company or product by an identified sponsor.

1) Set advertising objectives.

Advertising serves three
basic functions:

1) to inform
2) to persuade
3) to remind

Question 6

ADVERTISING

Answer 6

Set advertising budget:

1) Affordable method
2) Percent-of-sales method
3) Competitive-parity method
4) Objective-and-task method
5) Convey the message

Question 7

CONVEYING THE MESSAGE

Answer 7

Advertising appeal (or ad execution): the central idea or theme of the ad, which includes the approach, style, tone, and format used in the ad.

Common appeals include:

1) Comparison
2) Demonstration
3) Testimonial
4) Lifestyle

Question 8

CONVEYING THE MESSAGE

Answer 8

Advertising appeal (or ad execution): the central idea or theme of the ad, which includes the approach, style, tone, and format used in the ad.

Common appeals include:

1) Comparison
2) Demonstration
3) Testimonial
4) Lifestyle
5) Fear appeal
6) Sex appeal
7) Humor appeal

Question 9

ADVERTISING

Answer 9

Select advertising media

Types of media:

Television
Radio
Newspapers
Magazines
Outdoor
Direct mail
Internet

Question 10

MEDIA SCHEDULING

Answer 10

Advertising exposure: the degree to which the target market will see a message placed in a specific medium.
Reach: number (or percent) of people (or households) that are exposed to the message.
Frequency: # of times a person in target audience will be exposed to the message.
Cost per thousand (CPM): measures the relative cost-effectiveness of various media.

		CPM  =  Cost of the ad
		             reach (in thousands)

Question 11

MEDIA SCHEDULING

Answer 11

Scheduling pattern:

1) Continuous
2) Flighting
3) Pulsing