Chapter 12: Integrated Marketing Communication

Question 1

Promotion mix:

Answer 1

1. advertising
2. personal selling
3. sales prommotions
4. PR
5. Direct marketing

Question 2

advertising

Answer 2

• reaches many buyera
• Repeats same message many times
  -inpersonal
• expensive

Question 3

Personal selling

Answer 3

-personal interaction
- relationship building
- Most expensive promo tool

Question 4

Sales promotion

Answer 4

-Wide assortment of tools
- Rewards
- Quick response
- short lived effort

Question 5

Public relations

Answer 5

• very believable
• dramatize a company/product
• underutelised

Question 6

Direct marketing

Answer 6

• non public
• immediate
• interactive

Question 7

2 factors are changing the face of today’s marketing communications

Answer 7

1. away from mass marketing
2. Information technology has led to segmented marketing more narrowcasting

Question 8

Integrated Marketing Communication (IMC)

Answer 8

carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent and compelling message about the organization and its brands