Chapter 14: Integrated Marketing Communications

Question 1

integrated marketing communications

Answer 1

IMC is the promotion dimension of the 4P’s

Question 2

channels and tools in integrated marketing

Answer 2

electronic media: internet blogs, text messages, social media

advertising: print, television, radio, outdoor

personal selling: sales calls, telemarketing

sales promotion: coupons, deals, premiums, samples

Question 3

communicating with consumers: the communication process

Answer 3

noise from the environment is what prevents you from getting the message

senders/companies

transmitters: encode messages

Question 4

failures of the communication process

Answer 4

humour gone wrong

message off the rails

ford: extra large boot and berusconi
nivea: ‘white is purity’ clean deodorant

Question 5

how consumers perceive communication

Answer 5

receivers decode messages differently

senders adjust messages according to the medium and receivers’ traits

marketers must remember that they do not have control over the decoding process, because each receiver decodes the message in his or her own way

Question 6

decoding the message

Answer 6

each receiver decodes a message in his or her own way, which is not necessarily the way the sender intended

Question 7

steps in planning an IMC campaign (7)

Answer 7

identify target audience

set objectives

determine budget

convey message

evaluate and select media

create communication

assess impact

Question 8

steps in planning an IMC: identify target audience

Answer 8

campaign success depends on how well the advertiser can identify its target audience

research is conducted

information gathered sets tone of advertising and media selected

Question 9

steps in planning an IMC: set objectives

Answer 9

all marketing communications aim to achieve certain objectives: to inform, persuade, and remind customers

can be obtained through: pull or push strategy

Question 10

steps in planning an IMC: determine budget

Answer 10

how much money do you want to spend?

considerations:
role that advertising plays in their attempt to meet their overall promotional objectives

expenditures cary over the course of the product life cycle

nature of the market and the product influence the size of the budget

Question 11

(budgets) objective and task method

Answer 11

set communication objectives first, then determines the cost of achieving the objectives

Question 12

(budgets) competitive parity

Answer 12

budget based on firm’s market share

Question 13

(budgets) percentage of sales

Answer 13

fixed percentage of forecasted sales

Question 14

(budgets) affordable budgeting

Answer 14

money available after accounting for operating costs and profits

Question 15

steps in planning an IMC: convey message: value proposition

Answer 15

unique selling proposition:

appeal: rational vs emotional

Question 16

unique selling proposition:

Answer 16

differentiate a product by communicating its unique attributes
often becomes the common theme or slogan of the entire campaign
(chipotle “you decide what’s inside”)

Question 17

appeal: rational vs emotional

Answer 17

rational: helps the consumer make purchase decisions by offering factual information and strong arguments built around relevant issues that encourage consumers to evaluate the brand favourably on the basis okay the key benefits it provides. more cognitive and persuade rational thought
emotional: persuade by triggering an emotional response

Question 18

Puffery

Answer 18

a statement you make that many people don’t believe

Question 19

steps in planning IMC: evaluate and select media

Answer 19

media planning: refers to the process of evaluating and selecting the media mix

media mix: the combination of the media used and the frequency of advertising in each medium

media buy: the purchase or airtime or print pages

mass and niche media: mass media reach anonymous audience, nice media reach smaller more targeted audience

Question 20

determining the advertising schedule

Answer 20

continuous: ads that run all the time
flighting: often used for seasonal goods, seasonal adds only show during their schedule
pulsing: a combination of the two, used by firms who have certain fluctuations in their demand and need to increase advertising during the periods of high or low demand

Question 21

steps in planning IMC: create communication

Answer 21

adds attempt to make maximum use of the medium’s ability to deliver the message

communications:
creativity plays a major role in the execution stage

creativity should not overshadow the message

the execution style must match the medium and objectives

the type of medium determines the execution style

Question 22

steps in planning IMC: assess impact

**on final definitely

Answer 22

results: measuring IMC success
-understand desired outcome at outset
-short-term or long-term
should be explicitly define and measured:
frequency, reach (the % of target audience), and the gross rating points (target market/audience = %), web tracking