Chapter 17: integrated marketing communication and direct marketing

Question 1

IMC represents

Answer 1

integrated marketing communication

Question 2

def. Promotional mix (alternatives)

Answer 2

a combination of five promotional tools, including advertising, personal selling, sales promotion, public Relations, direct selling,

Question 3

What are the six elements required for communication to occur?

Answer 3

the act of designing marketing communication activities

• to provide a consist message across all media and all audiences
• to maximize the efficiency of the promotional budget and effective impact of communication.

Question 4

six elements of communication process

Answer 4

1. source
2. message
3. channels of communication
4. receivers
5. encoding
6. decoding
7. the field of experience
8. response
9. feedback
10. noise

Question 5

what is channels of communication

Answer 5

the means by which a message is conveyed and received by a receiver

Question 6

what is encoding

Answer 6

the process by which the sender transforms an abstract idea to a set of symbols

Question 7

what is decoding

Answer 7

the receiver transforms the received set of symbols, the message, to an abstract idea.

Question 8

The Field of Experience

Answer 8

similar (or shared) knowledge and understanding for communication to work effectively. A sender and a receiver must mutually share a field of experience.

Question 9

what is the most essential part of effective communication?

Answer 9

the mutually shared fields of experience

Question 10

response

Answer 10

the impact of the message on the receivers knowledge, attitude & behavior.

Question 11

feedback

Answer 11

the communication flow from the receiver back to the sender

Question 12

Noise

Answer 12

to extraneous factors that can work against effective communicators by distracting the message or the feedback processes.

Question 13

A misprint in a newspaper ad is an example of _____.

Answer 13

noise

Question 14

def. PR

Answer 14

a form of communication
by which management seeks
- influence the feeling, opinion, belief of customers and prospective customers, shareholders, suppliers, employees, and other publics (stake holders)
- about the firm or its products and services.
- indirect, non-personal, paid presentation

Question 15

Publicity

Answer 15

a non-personal, indirectly paid presentation about an organization, good, or service.
A company does not pay for space in a mass medium but attempts to get the medium to run a favourable story on the company

Question 16

Sales Promotion

Answer 16

short-term

increase interest in buying a good or service

Question 17

personal selling

Answer 17

a two-way flow of communication between a buyer and seller

designed to influence a person’s or organization’s decision

Question 18

advertising

Answer 18

The advertising on television, for example,
is paid
a form of non-personal communication with masses about an organization/service/goods. The space must be bought
presented by an identified sponsor

Question 19

direct marketing

Answer 19

promotional elements that

• direct communication with consumers
• to generate a favorable response
• in the form of an order, request for information, visit an outlet or other desired responses

Question 20

Cost per contact is high with the ______________ element of the promotional mix.

Answer 20

personal selling

Question 21

5 factors to ensure the effectiveness of an IMC program

Answer 21

1, the target audience

2. the communication task at each stage of PLC
3. the choice of promotional elements appropriate for the product characteristics
4. stages of buying decisions
5. channel strategies

Question 22

def target audience

Answer 22

the target of the promotional audience (ultimate customers, intermediaries, distributors, etc.)

Question 23

the communication task in stages of product life cycle: intro, groth, maturity, decline

Answer 23

In Introduction Stage: To Inform
In Growth Stage: To Persuade
In Maturity Stage: To Remind/reinforce
Decline Stage: limit he investment in promotion

Question 24

The more ____ the product, or higher ____, the greater the emphasis on______. Similarly, the need for more _____services or post‑sales support required, the more important is ____.

Answer 24

complex

perceived risks

personal selling

ancillary

personal selling

Question 25

3 stages of buying decision and the communication task

Answer 25

pre-purchase: ad— inform both product and outlet, sales promotion (reduce the risk of trial) and maybe personal selling (create experience)
purchase stage ( sales promotion, coupons—- encourage demands)
post-purchase stage (personal selling— reduce cognitive dissonance and anxiety)

Question 26

2 Channel Strategies

Answer 26

push and pull

Question 27

push strategy

Answer 27

the manufacturer directing the promotional mix to channel members to encourage them to order and stock the product

Question 28

pull strategy

Answer 28

involves the manufacturer directing advertising and sales promotions to consumers to encourage them to ask retailers for the product – pulling the product through the channels.

Question 29

the four factors to develop a IMC– 4 W

Answer 29

who: audience 
what :1) the promotion objectives
2) the budget of promotion program
 3) promotional elements?
where to run the program
when: scheduling

Question 30

4 methods to set a promotional budget

Answer 30

percentage of sales

competitive parity

all-you-can-afford

objective and task

Question 31

the 6 steps to develop a promotional program

Answer 31

1. find the target audience
2. specify the objectives
3. Setting the Budget
4. Selecting the Promotional Tools
5. Designing the Promotion
6. Scheduling the Promotion

Question 32

the term that describes the sequence of stages that a consumer goes through in making a buying decision
and describe this sequences and the five key words in order

Answer 32

Hierarchy of effects

Awareness: Recognizing and remembering the brand
Interest: Increased desire to learn more about some of the product features
Evaluation: Appraising important features
Trial: Actual purchase and use
Adoption: Through a desirable first experience attempt repeat purchase

Question 33

who are the target audience

Answer 33

the group o prospective buyers

Question 34

which is the easiest approach to set a promotional budget?

Answer 34

percentage of sales

Question 35

which is the best approach to set a promotional budget?

Answer 35

objective and task

Question 36

why usually not use obj & task approach?

Answer 36

It requires the company have a detailed plan:1) determine its promotion objectives, 2) outline the tasks to accomplish the objectives, and 3) determine the costs of performing the tasks and allocate a budget to achieve them.

Question 37

How to judge the capital You should Spend on IMC?

Answer 37

use promotion to sales ratio and compare it with industry average and competitors’

Question 38

how to find promotion to sales ratio

Answer 38

Total Promotional Expenditure ($) / Total Sales ($)

Question 39

IMC audit is used for

Answer 39

assessing the company and agency capabilities for effective IMC implementation

Question 40

the two parts of IMC audit

Answer 40

pre- and post= testing

Question 41

What are the characteristics of good promotions objectives

Answer 41

(1) Be designed for a well-defined target audience, (2) Be measurable, and (3) Cover a specified time period.

Question 42

What are the weaknesses of the percentage of sales budgeting approach?

Answer 42

there has to be a direct correlation between that sales and promotion.

Question 43

what is pre-testing in IMC audit

Answer 43

each design before it is actually used allows changes and modifications which improve effectiveness.

Question 44

what is post-testing in IMC audit

Answer 44

to evaluate the impact of each promotional tool and their contribution toward reaching the promotional objectives.