Promotion/ IMC Chapter 11 + 12

Question 1

What does IMC stand for?

Answer 1

Integrated Marketing Communication

- process to produce a consistant and unified message that is customer focused

Question 2

What are the 3 main purposes to Promotion

Answer 2

1. Inform - Awareness, image
2. Persuade - perception, action
3. Remind - Where, what, need

Question 3

What 5 steps are involved inside the process of communication process of promotion

Answer 3

1. Source/ Sender
2. Encoding
3. Channel Message
4. Decoding
5. Receiver

Question 4

What does AIDA stand for?

Answer 4

1. Attention
2. Interest
3. Desire
4. Action

Question 5

Define Promotional strategy and differential advantage

Answer 5

1. Plan for the optimal use of the elements of promotion: advertising, public relations, direct marketing, personal selling and sales promotion
2. Unique aspects of an organisation that cause target consumers to patronise that firm rather than competitors

Question 6

What are the four ways to encode a message

Answer 6

1. Musical - voices, arrangement
2. Verbal - Spoken words, song lyrics
3. Animation - action/motion, shape/form
4. Graphic - pictures, diagrams, charts

Question 7

What are the 6 elements inside the promotional mix?

Answer 7

1. Advertising - Television, Radio, Magazines, Newspapers, outdoor.
2. Direct marketing
3. Internet marketing
4. Sales Promotion
5. Personal selling
6. Publicity/ Public relations

Question 8

What is interpersonal communication?

Answer 8

Communication or exchange between two or more people

Question 9

Factors that affect the promotional mix

Answer 9

1. Nature of the product
2. Stage in product life cycle
3. Target Market characteristics
4. Type of buying decision
5. Available funds for promotion
6. Push and pull strategies - Aggressive personal selling
   7.

Question 10

What is Guerrilla marketing?

Answer 10

Low cost, unconventional marketing relying on creativity and imagination.

Question 11

What is advertising response function?

Answer 11

Phenomenon in which spending for advertising and sales promotion increases, but produces returns to a certain level, then producing diminishing returns.

Question 12

What is Institutional advertising?

Answer 12

Advertising designed to enhance a companies image, rather than a product.

Question 13

What is advocacy advertising?

Answer 13

Advertising in which a company expresses it views on controversial issues to respond to media attacks

Question 14

What is competitive advertising?

Answer 14

Advertising designed to influence demand for a specific brand

Question 15

What is comparative advertising?

Answer 15

Form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes.

Question 16

What is Buzz marketing?

Answer 16

Word-of-mouth marketing through the internet using social media and other discussion forums.

Question 17

What must be considered when selecting media?

Answer 17

1. Media mix - combination of media
2. Cost per contact
3. Reach
4. Frequency
5. Audience selectivity - ability of a medium to reach a precisely defined market

Question 18

What are the three types of media scheduling?

Answer 18

1. Continuous media schedule- later in the product life cycle, run steadily through advertising period
2. Flighted media schedule - strategy to run ads heavily every other month or two weeks, to achieve greater impact.
3. Seasonal Media schedule - promotions only run during times of the year when the product is most likely to be used.

Question 19

What are types of major public relations?

Answer 19

1. New product publicity
2. Product placement
3. Consumer education
4. Event sponsorship
5. Issue sponsorship - supporting customers favourite issue, health care, social programs.
6. Internet websites