Chapter 15 Flashcards by Kellyn Smith

What part of marketing
- coordinates all promotional activities
- supports big idea
- provides a consistent message across all audiences
- leads to a good company-customer relationship

Integrated Marketing Communications

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What term represents the promotion part of the marketing mix, encompasses a variety of communication disciplines, and provides clarity, consistency, and maximum communicative impact

Integrated Marketing Communications (IMC)

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What term is based on piercing insights into target market needs with succinct expression as a central idea of campaign that brings core refit to life through connection with brand and usage of promotional mix to communicate their messaging to the public

The Big Idea of Integrated Market

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What type of mix uses one or more of the 6 communication tools to inform prospective buyers to create awareness, persuade them to try product to encourage trial, and remind them of benefits to encourage repeat purchase

Promotional Mix

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What are the 6 elements of the marketing mix?

Advertising
Personal Selling
Public Relations
Sales Promotion
Direct Marketing
Online Marketing

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Which type of promotional mix element is a paid form o non-personal communication about product/service/ company

Advertising

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Which type of promotional mix element is a two way communication between buyer and seller

Personal Selling

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Which type of promotional mix element is to build good relations with public using unpaid publicity

Public Relations

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Which type of promotional mix element is a short term incentive or inducement of vale

Sales Promotion

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Which type of promotional mix element is a direct communication to obtain and generate response

Direct Marketing

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Which type of promotional mix element is shown on a website, blog, or other form of social media

Online Marketing

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The promotional element ADVERTISING is produced by Mass or Customization

Mass

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The promotional element PERSONAL SELLING is Mass or Customization element

Customized

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The promotional element PUBLIC RELATIONS is Mass or Customization element

Mass

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The promotional element SALES PROMOTION is Mass or Customization element

Mass

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The promotional element DIRECT MARKETING is Mass or Customization element

Customized

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The fee paid for space or time is associated with which promotional mix element?

Advertising

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Fees paid to salespeople as either salaries or commissions is associated with which promotional mix element?

Personal Selling

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No direct payment to media is associated with which promotional mix element?

Public Relations

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Wide range of fees paid, depending on promotion selected is associated with which promotional mix element?

Sales Promotion

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Cost of communication through mail, telephone, or computer is associated with which promotional mix element?

Direct Marketing

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Efficient means for reaching large numbers of people is a strength associated with which element of the promotional mix?

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Immediate feedback
Very persuasive
Can select audience
Can give complex information
is a strength associated with which element of the promotional mix?

Personal Selling

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Often most credible source in the consumer’s mind
is a strength associated with which element of the promotional mix?

Public Relations

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- Effective at changing behavior in the short run - very flexible is a strength associated with which element of the promotional mix?

Sales Promotion

- Messages can be prepared quickly -Facilitates relationship with customer is a strength associated with which element of the promotional mix?

Direct Marketing

- High absolute costs - Difficult to receive good feedback is a weakness associated with which element of the promotional mix?

Advertising

- Extremely expensive per exposure - Messages may differ between salespeople is a weakness associated with which element of the promotional mix?

Personal Selling

Difficult to get media cooperation is a weakness associated with which element of the promotional mix?

Public Relations

- Easily abused - Can lead to promotion wars - Easily duplicated is a weakness associated with which element of the promotional mix?

Sales Promotion

- Declining customers response - Database management is expensive is a weakness associated with which element of the promotional mix?

Direct Marketing

What are the factors affecting choice of promotional mix?

Nature of the product Stage in Product Life Cycle Target Market Factors Stage of Buying Decisions Promotion Funds Push or Pull Strategy

- Complexity - Risk - Ancillary Services are all examples of

Product Characteristics

T/F- The more a product has complexity, risk, and ancillary services, the greater the reliance on personal selling

True

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What is the promotional objective for the Introduction phase of the product life cycle?

To inform

What is the promotional objective for the Growth phase of the product life cycle?

To persuade

What is the promotional objective for the Maturity phase of the product life cycle?

To remind

What is the promotional objective for the Decline phase of the product life cycle?

To phase out

- Publicity in magazines - Advertising - Salesforce calling on intermediaries - Sales promotion in form of free samples is the promotional activity of which stage of the product life cycle?

Introduction Stage

- Personal selling to intermediaries - Advertising to differentiate a product from competing brands is the promotional activity of which stage of the product life cycle?

Growth Stage

- Reminder advertising - Sales promotion in form of discounts, coupons, and events - Limited personal selling - Direct-mail reminders

Maturity Stage

- Little money spent on promotion is the promotional activity of which stage of the product life cycle?

Decline Stage

What are the two ways to get to know your target market?

Marketing Research Market Segmentation Process

What are the two ways to assess target audience characteristics?

By consumers Businesses

T/F- Consumer characteristics within target markets have more mass media and promotion

True

T/F- Businesses have characteristics such as personal selling, direct marketing, promotions, and advertising in trade pubs

True

What are the 3 stages of the buying process?

Prepurchase Stage Purchase Stage Postpurchase Stage

What is the most important part of the repurchase stage?

Advertising

What is the most important part of the purchase stage

Personal Selling

What is the most important part of the postpurchase stage?

Personal Selling and Advertising

What are the 5 steps if the consumer decision making process?

1) Need Recognition 2) Information searching and processing 3) Identification and evaluation or alternative 4) Purchase Decision 5) Post-purchase behavior

1) Need Recognition 2) Information searching and processing 3) Identification and evaluation or alternative 4) Purchase Decision 5) Post-purchase behavior are the steps in which process?

Consumer Decision Making Process

What are the common integrated marketing communications for step 1: need recognition of the consumer decision making process?

Advertising Trade Shows Conference Social Media Website

Advertising Trade Shows Conference Social Media Website are all common integrated marketing communication support tools for which step of the consumer decision making process?

Step 1: Need Recognition

What are the common integrated marketing communications for step 2: Information Searching and Processing of the consumer decision making process?

Email Web Content Product Info Online Reviews Blogs White paper

Email Web Content Product Info Online Reviews Blogs White paper are all common integrated marketing communication support tools for which step of the consumer decision making process?

Step 2: Information Searching and Processing

What are the common integrated marketing communications for step 3: Identification and Evaluation of Alternatives of the consumer decision making process?

Presentations Cases Studies Videos Product Demonstrations Comparisons

Presentations Cases Studies Videos Product Demonstrations Comparisons are all common integrated marketing communication support tools for which step of the consumer decision making process?

Step 3: Identification and Evaluation of Alternatives

What are the common integrated marketing communications for step 4: Purchase Decision of the consumer decision making process?

Testimonials Discounts Sales Promotions

Testimonials Discounts Sales Promotions are all common integrated marketing communication support tools for which step of the consumer decision making process?

Step 4: Purchase Decisions

What are the common integrated marketing communications for step 5: Post-Purchase Decision of the consumer decision making process?

Email Social Media Surveys

Email Social Media Surveys are all common integrated marketing communication support tools for which step of the consumer decision making process?

Step 5: Post-Purchase Behavior

T/F- the Promotional budget is the most efficient and effective use of a budget?

True

What are the 4 types of promotional budgeting?

- By % of sales - Competitive Parity - All you can afford - Objective and Task

What is the most effective type of promotional budget?

Objective and Task

What are the two types of channel strategies?

Push Pull

Which type of channel strategy is based on directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product This type uses personal selling and advertising in trade publications and trade events

Push Strategy

Which type of channel strategy is based on directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product This type uses mass selling tools such as advertising

Pull Strategy

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