Week 10

Question 1

promotion

Answer 1

is communicating information between a seller and a potential buyer to influence attitudes and behaviour

Question 2

promotional mix

Answer 2

combination of one or more communication tools, including advertising, personal selling, sales promotion, PR, sponsorship, and direct marketing

Question 3

promotional mix is used to

Answer 3

inform, persuade, and remind

Question 4

IMC

Answer 4

coordinating all promotional activities to provide a consistent and complete message across all audiences to maximize impact and the promotional budget

Question 5

outbound marketing

Answer 5

where marketers seek out consumers widely broadcasting messages (traditional marketing approach)

Question 6

inbound marketing

Answer 6

when interest consumers find the product and its messaging by using online techniques that marketers facilitate

Question 7

communication process

Answer 7

all elements that go into creation, transmission, reception and interpretation form one party to another

Question 8

communication process graph

Answer 8

channel of communication in the middle, decode then receive then response then feedback then source then encode repeat

Question 9

push strategy

Answer 9

flow of promotion; mainly personal selling directed to intermediaries, flow of demand stimulation (down, wholesaler, retailer, consumer)

Question 10

pull strategy

Answer 10

flow of promtion; mainly advertising directed to consumers, flow of demand stimulation (up, consumer, retailer, wholesaler)

Question 11

steps in the marketing communications process

Answer 11

1. specify the IMC objectives
2. identify the target audience
3. set the promotional budget
4. design the promotional program
5. schedule and run the IMC elements
6. evaluate the program and recommend changes

Question 12

IMC objetive “AIDA Model”

Answer 12

attention, interest, desire, action
to inform, persuade, and remind
also considered the customer advocacy funnel

Question 13

advertising

Answer 13

paid form of media used for non-personal communication to consumers about an organization, good, service, or idea

Question 14

objectives determine the kinds of advertising

Answer 14

advertising objective
1. institutional advertising
- advocacy, pioneering, competitive, reminder
2. product advertising
- pioneering advertising, competitive advertising, reminder advertising
-comparative

Question 15

competitive advertising

Answer 15

emphasizes selective demand (strong brand sell, tim hortons)

Question 16

media options

Answer 16

TV, radio, magazines, newspapers, yellow pages, internet, outdoor, direct mail

Question 17

scheduling advertising three factors

Answer 17

1. buyer turnover: how often new buyers enter the market to buy the product
2. purchase frequency: the more frequently the product is purchased, the less repetition is required
3. forgetting rate: speed with which buyers forget the brand if advertising is not seen

Question 18

three basic advertising scheduling approaches

Answer 18

1. continuous (steady)
2. fighting (intermittent)
3. pulse (burst)

Question 19

product placement

Answer 19

inclusion of a product such as a sift drink in a movie or TV program

Question 20

branded entertainment

Answer 20

creation of an entire movie or TV episode around a brand

Question 21

personal selling process

Answer 21

1. prospecting
2. pre-approach
3. approach
4. presentation
5. close
6. follow-up

Question 22

the marketing communications industry

Answer 22

areas work together to form an industry that is ethical, trustworthy, cohesive, and measurable (media, marketing, media research companies, association, regulatory bodies)