Integrated Marketing Communications

Question 0

Sales promotion

Answer 0

Short term incentives to encourage the purchase or sale of a product or service

Question 1

Advertising

Answer 1

Any paid form of non personal presentation and promotion of ideas, goods, or services by an accidental spinster

Question 2

Personal selling

Answer 2

Personal presentation by the firms sales force for the purpose of making sales and building customer relationships

Question 3

Public relations

Answer 3

Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events

Question 4

Direct marketing

Answer 4

Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships

Question 5

Integrated marketing

Answer 5

Carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and it’s products

Question 6

Push strategy

Answer 6

A promotion strategy in which the sales force and trade promotion are used to push the product through the channels. The producer promotes the product to channel members who in turn promote it to the final consumers

Question 7

Pull strategy

Answer 7

A promotion strategy in which a company spends a lot of money on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that pulls the product through the channel

Question 8

Percent of sales method

Answer 8

Setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price

Question 9

Competitive parity method

Answer 9

Setting the promotion budget to match competitors outlays

Question 10

Objective and task method

Answer 10

Developing the promotion budget by defining the tasks that must be performed to achieve these objectives, and estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget

Question 11

Frequency

Answer 11

A measure of how many times the average person in the target market is exposed to the message

Question 12

Reach

Answer 12

A measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time

Question 13

Mood or image

Answer 13

execution style that builds a mood or image around the product or service, such as beauty, love, intrigue, or serenity

Question 14

Slice-of-Life

Answer 14

execution style that shows one or more “typical” people using the product in a normal setting

Question 15

Personality symbol

Answer 15

execution style that creates a character that represents the product (Flo for Progressive)

Question 16

Narrowcasting

Answer 16

Spreading an advertising message or signal over a small geographical area, or to a select group of audience. Narrowcasting uses cable television, direct mail, specialized trade publications, seminars, and keyword-associated web advertising. Its objective is to deliver custom-tailored ads based on demographic, psychographic, and past buying patterns to potential recipients who are predisposed to it.

Question 17

Primary Demand

Answer 17

The demand for an entire product category.

Question 18

Selective Demand

Answer 18

Selective demand advertising involves the placement of advertising messages intended to persuade customers about the benefits of your specific brand. This is different from primary demand advertising, which involves messages promoting the benefits of a general product category.

Question 19

Push Money

Answer 19

Cash incentive paid by a manufacturer or distributors to the retailers to stock up on a product and display it prominently to stimulate its sales.

Question 20

Coupons

Answer 20

a voucher entitling the holder to a discount for a particular product.

Question 21

Patronage Rewards

Answer 21

Awards provided by companies to promote and encourage the purchasing of their products

Question 22

Premiums

Answer 22

Premiums are promotional items—toys, collectables, souvenirs and household products—that are linked to a product, and often require box tops, tokens or proofs of purchase to acquire

Question 23

Examples of Push Strategy

Answer 23

Trade show promotions to encourage retailer demand
Direct selling to customers in showrooms or face to face
Negotiation with retailers to stock your product
Efficient supply chain allowing retailers an efficient supply
Packaging design to encourage purchase
Point of sale displays

Question 24

Examples of Pull Strategy

Answer 24

Advertising and mass media promotion
Word of mouth referrals
Customer relationship management
Sales promotions and discounts