integrated marketing communications

Question 1

What are the steps of marketing communications?

Answer 1

1. Informing: PLC early growth stage
2. Persuading: PLC growth maturity stage
3. Reminding: PLC growth maturity stage
4. Connecting: PLC all stages

Question 2

What are the categories of communication?

Answer 2

interpersonal

mass

Question 3

What is the process of effective marketing communications?

Answer 3

1. Identify target audience
2. Set objectives
3. Design the communications
4. Select the communications channels
5. Establish budget
6. Decide on the mix
7. measure results

Question 4

What is in the 3rd step of design the communications?

Answer 4

• message strategy: appeals, themes, ideas, points of parity vs difference
  
  • creative strategy: informational appeals: one sided vs two sided appeals, transformational appeals: negative/fear vs positive appeals
  • message source: attractive, popular sources

Question 5

What methods are under the 5th step of establish budget?

Answer 5

• affordable method
  
  • % of sales methods
  • competitive parity method
  • objective and task method

Question 6

What is under the 6th step: of deciding on the mix of marketing communications?

Answer 6

• buyer readiness
  
  • market and PLC
  • type of marketing mix: ad, sales promotino, events, public relations, online social media, mobile, personal f2f

Question 7

What are the methods under 7th step: measure results?

Answer 7

recognition/recall,

no. of times message seen, message points recalled, attitudes toward message, product and company, behavioral responses