Chapter 15: Developing Integrated Marketing Communications

Question 1

the particular combination of promotional methods a company uses to a reach target market

Answer 1

promotion mix

Question 2

promotion mix depends on:

Answer 2

company’s promotional resources, the nature of the target market, and the characteristics of its product

Question 3

4 components of promotion mix

Answer 3

1. advertising
2. personal selling
3. selling promotion
4. public relations (PR)

Question 4

to develop a positive image for the organization and its products, businesses rely on

Answer 4

public relations

Question 5

factors in the external environment that affect the promotion mix

Answer 5

political environment, economic environment, social environment and technology environment

Question 6

all elements of the promotion mix are coordinated to produce a

Answer 6

consistent, unified message that is customer focused

Question 7

a paid message communicated to an audience through a mass medium

Answer 7

advertising

Question 8

a personal communicating aimed at informing and persuading customers to buy their product

Answer 8

personal selling

Question 9

involves the use of sales reps, is more expensive to reach buyers and is the most flexible promotional tool

Answer 9

personal selling

Question 10

is more persuasive then advertising

Answer 10

personal selling

Question 11

the use of incentives to encourage purchase of a product and can be cost-effective way to stimulate sales

Answer 11

sales promotion

Question 12

broad set of communication activities used to create a maintain favourable relationships between company and public

Answer 12

public relations

Question 13

disadvantage of _______ is that the company does not control the messages communicated by media reports, which creates risk of bad publicity

Answer 13

public relations

Question 14

clearest example of integration in promotion is the need for

Answer 14

integrated marketing communications

Question 15

coordinating all aspects of the promotion mix to send a clear message to customers

Answer 15

integrated marketing communications

Question 16

personal selling has the most or the least control?

Answer 16

least

Question 17

if a person sees a Telus Mobility add on tv, then in a magazine and then on a banner, this is an example of

Answer 17

integrated marketing communications

Question 18

types of advertising (7)

Answer 18

televised, daily mail, newspaper, radio, magazines, online and outdoor

Question 19

a face-to-face sales presentation to a customer and is generally used to sell high-dollar goods

Answer 19

personal selling

Question 20

a regional sales representative from Staples managing the accounts of its largest purchaser of office supplies is an example of

Answer 20

business-to-business

Question 21

where you research potential buyers and choose the most likely customers

Answer 21

prospecting

Question 22

6 steps of the personal-selling process:

Answer 22

1. prospecting 2. approaching the prospect 3. make the presentation 4. answering objections 5. closing the sale 6. follow-up

Question 23

marketing events or sales efforts that stimulate buying (not including advertising, personal selling or public relations)

Answer 23

sales promotions

Question 24

coupons, samples, premiums, frequent-user incentives, point-of-purchase displays and sweepstakes and contests

Answer 24

examples of sales promotions

Question 25

is often used to enhance and supplement other promotional efforts. ex: Roll up the Rim to Win

Answer 25

sales promotions

Question 26

to boost customer loyalty, cross-sell other products from your company, to gain attention in a retail environment and to identify prospects/ build customer relationship

Answer 26

4 promotional objectives

Question 27

the most common PR goal is

Answer 27

media coverage

Question 28

3 major PR tools

Answer 28

1. press releases 2. press conferences 3. events

Question 29

the most widely used publicity tool and can lead to increased media coverage

Answer 29

press release

Question 30

publicity tool that is a one page document of 300-500 words that is provided to the media to promote its company/product

Answer 30

press release

Question 31

where media members are invited to hear news announcements

Answer 31

press conference

Question 32

intended to promote a positive image for the company through the involvement of attendees and the media coverage generated by the event

Answer 32

event sponsorship

Question 33

opportunities for companies to build relationships and improve their corporate reputation

Answer 33

events

Question 34

advantage of public relations

Answer 34

it can generate free publicity

Question 35

a plan for combining 4 components of the promotion mix to achieve one or more marketing goals

Answer 35

promotional campaign