Chapter 8: Integrated Marketing Communications

Question 1

Advertising

Answer 1

A paid form of nonpersonal communications about an organization, its product, or its activities that is transmitted through a mass medium to a target audience.

Question 2

Average Frequency

Answer 2

The number of times customers, on average, are exposed to an advertisement within a given time period.

Question 3

Consumer Promotions

Answer 3

Promotions directed at consumers designed to induce the customer to try the product, reward brand loyalty, encourage the consumer to trade-up or purchase larger sizes, stimulate repeat purchases, and reinforce other advertising or personal selling efforts.

Question 4

Cost per Thousand

Answer 4

A common measure of efficiency or productivity in advertising, cost per thousand (CPM) refers to the dollar cost of reaching 1,000 prospects.

Question 5

Direct Marketing

Answer 5

Direct communication with customers through direct mail, online marketing, catalogs, telemarketing, and direct response advertising.

Question 6

Expenditure Question

Answer 6

The methods used to decide how much to spend on advertising, ranging from simple (a percent of sales), to more complex (the task approach which determines goals and how much it will cost to accomplish each goal).

Question 7

Frequency Marketing Programs

Answer 7

Programs designed to reward customers for purchases of a product or service over a sustained period of time.

Question 8

Integrated Marketing Communications

Answer 8

Marketing communications programs that coordinate and integrate all elements of the promotion mix so that the organization presents a consistent message. It seeks to manage all sources of brand or company contacts with existing and potential customers.

Question 9

Objectives of Advertising

Answer 9

Creating awareness, aiding comprehension, developing conviction, and encouraging ordering. Within each category more specific objectives can be developed that take into account time and degree of success desired.

Question 10

Personal Selling

Answer 10

Face-to-face communication with potential buyers to inform them about and persuade them to purchase an organization’s product.

Question 11

Promotion Mix

Answer 11

The combination and types of nonpersonal and personal communication an organization puts forth during a specified period. There are five elements of the promotion mix, four of which are nonpersonal forms of communication (advertising, sales promotion, public relations, and direct marketing), and one, personal selling, which is a personal form of communication.

Question 12

Public Relations

Answer 12

Efforts directed at influencing the attitudes, feelings, and opinions of customers, noncustomers, stockholders, suppliers, employees, and political bodies about the organization. A popular form is publicity.

Question 13

Pull Strategy

Answer 13

Promotional efforts directed at customers to encourage them to ask the retailer for the product. They are designed to “pull” a product through the distribution channel from manufacturer to buyer.

Question 14

Push Strategy

Answer 14

Promotional efforts directed at distributors, retailers, and sales personnel to gain their cooperation in ordering, stocking, and supporting the sales of a product. As such they “push” the product toward the customer.

Question 15

Reach

Answer 15

The number of targeted audience members exposed at least once to an advertiser’s message within a predetermined time frame.

Question 16

Sales Promotion

Answer 16

An activity or material that offers customers, sales personnel, or resellers a direct inducement for purchasing a product.

Question 17

Trade Promotions

Answer 17

Promotions aimed at distributors and retailers of products who make up the distribution channel.