chapter 14

Question 1

What is integrated marketing communication (IMC)? What is the goal of IMC? Why do we need IMC?

Answer 1

integration of companyʻs different communication channels to deliver a clear and compelling message about brand or products

Question 2

What is the promotion mix? Understand each promotional tool. know the benefits of each

Answer 2

-*engage consumers, persuasively communicate customer value, and build customer relationship
-advertising: broadcast, print, online, mobile, outdoor
-personal selling: sales presentations, trade shows
-sales promotion: discounts, coupons, displays, events
-direct and digital marketing: direct mail, email, catalogs, online, social media
-public relations: press release, event sponsorship, webpages

Question 3

What are some factors that contribute to the changing landscape of communication?

Answer 3

-consumers: better informed, empowered

-digital technology: new ways of communicating

-marketing strategy:
from traditional mass media (ex. TV, magazines, newspapers) to target media (ex. online, social, mobile)
from standard content to personalized content
from force-feeding to engaging
emergence of content marketing

Question 4

What is the difference between cognitive appeal and affective appeal in advertising? When does a marketer want to leverage each of these in advertising?

Answer 4

-cognitive appeal → take central route
-affective appeal → peripheral route

Question 5

What is content marketing?

Answer 5

-creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of channels
-Paid: TV, radio, print ads, email marketing
-owned: company websites, events, corporate blogs
-earned: PR media channels not directly paid or controlled by the marketer
-shared: social media, blogs, mobile media, viral channels

Question 6

How to develop effective marketing communication?

Answer 6

-Party 1: sender → encoding(symbolic form) → message(set of symbols) → decoding(meanings of symbols) → noise(where when ads play)
-Party 2: receiver → response → feedback

Question 7

What are some nonpersonal communication channels?

Answer 7

-major media: broadcast media, print media, display media, online and digital media
-atmosphere: designed environments that create the buyerʻs learnings toward buying product
-events: staged occurrences that communicate messages

Question 8

What are the pros and cons of each promotion budgeting method?

Answer 8

affordability
-pros: good for staying within budget
-cons: underspending and lack of planning

percentage of sales
-pros: simple and calculate
-cons: confuses cause and effect

competitive parity
-pros: match competitors
-cons: doesnʻt consider unique needs

objective and task
-pros: aligns with promotional objectives
-cons: hard to calculate