Week 9: Integrated Services Marketing

Question 1

LO1: Articulate the importance of integrating marketing communications to delivering a strong brand identity.

Answer 1

IMC: Ties together and reinforces all communications to deliver a clear, strong brand identity to the outside world

Question 2

LO2: Describe the challenges of service communications.

Answer 2

1. Overcoming Issues of Intangibility
2. Managing internal marketing communications
3. Educate Customers
4. Manage Promises and Customer Expectations

Question 3

LO3: Describe the 5 Ws of marketing communications

Answer 3

• Who is our target audience?
• What do we need to communicate and achieve?
• How should we communicate this?
• Where should we communicate this?
• When do the communications need to take place?

Question 4

LO4: Explain the role of the marketing communications mix (including online, mobile, and other electronic media) in service marketing communications.

Answer 4

Different communications elements have distinct capabilities relative to the type of message they convey and the target markets exposed to them
• Advertising: Most dominant, however is it most effective?
• Direct Marketing: Consumers try to avoid it