MKTG 345 Exam 4 (Chamberlain)

Integrated Marketing Communications

-Careful coordination of all promotional messages for a product or a service -Where the company meets the consumer

Crisis management

Coordinated effort to handle all the effects of unfavorable publicity or another unexpected unfavorable event

How many of your target market that you are able to reach

Explain the "reach" factor that affects media selection

personal selling and print advertisements

For complex business decisions, which elements of the promotional mix is best?

advertising and public relations

For neither routine nor complex business decisions, which elements of the promotional mix is best?

High

For personal selling, cost per contact is (high/low)

advertising and sales promotion

For routine business decisions, which elements of the promotional mix is best?

Maintain company image

Goal of public relations

display set up at a retailer's location to build traffic, advertise the product, or induce impulsive buying

What is a point of purchase display?

Extra item offered in exchange for some proof of purchase of the promoted product

What is a premium?

Cash refund given for a purchase of product during a certain time period

What is a rebate?

Advocacy advertising

What is a type of institutional advertising?

Calling a prospect who does not know the caller for a sale

What is cold calling?

pay for a product to be in a movie or TV show

What is product placement?

1- Manufacturer pushes product onto consumer 2- Consumer pulls product through the channel

What is push strategy? pull strategy?

involves building and maintaining relationships with your customer

What is relationship selling?

pay for an event and you get advertising at the event

What is sponsorship?

Social media

What is the main way that a business connects with customers to form relationships

Product advertising

What type of advertising talks about the benefits of a specific good or service

ALL 3 Owned- you own your account Earned- you earn likes, followers, comments Paid- you can pay for ads

What type of digital media is social media? Why?

workers will have no motivation and will probably fail

What will happen if a sales manager does not have a goal?

Noise

What would prevent a customer from properly decoding a message?

DAGMAR

What is a common approach to set advertising objectives?

inform, persuade, remind, connect

4 goals of promotions

end consumer

A consumer sales promotion is between business and _________

another business

A trade sales promotion is between business and _________

cognitive, affective, and conative sequence

AIDA proposes that consumers respond to marketing messages in a ______, ______, and ______ sequence

-Specialized target market -High cost per contact

Advantage and disadvantage of using magazine for advertising

-Low cost per contact - Still expensive

Advantage and disadvantage of using television for advertising

Fastest growing

Advantage of using internet for advertising

Prospecting

Another name for generating leads

Contest: based on skill/ability to compete for prizes Sweepstake: win based on chance

Difference between a contest and sweepstake

Take ideas and put into the message

During the marketing communication process, what does "encode" mean?

When the message is interpreted

During the marketing communication process, what is decoding?

Where the sender decides to put the message out there

During the marketing communication process, what is the channel?

Response from the receiver to the sender

During the marketing communication process, what is the feedback

Between encoding and decoding

During the marketing communication process, where would noise happen

consumer, company itself, competition, viewers/listeners, news media

During the marketing communication process, who is an example of the receiver?

originator of the message

During the marketing communication process, who is the sender?

Talks about a big public issue

Explain advocacy advertising

Compare 2 or more specifically named competing brands on specific attribute(s)

Explain comparative advertising

Influences the demand for a specific brand

Explain competitive advertising

Stimulate primary demand for new product or product category

Explain pioneering advertisements

Looking for which media reaches your target best

Explain the "audience selectivity" factor that affects media selection

How easy it is to change your ad

Explain the "flexibility" factor that affects media selection

How often your target market sees your advertisement

Explain the "frequency" factor that affects media selection

how quickly an ad fades

Explain the "life span" factor that affects media selection

ALL introduction, growth, maturity, and decline

In the product life cycle, which stage has the goal of connecting with customers

Introduction

In the product life cycle, which stage has the goal of informing customers

Growth

In the product life cycle, which stage has the goal of persuading

Maturity

In the product life cycle, which stage has the goal of reminding customers?

Maturity

In the product life cycle, which stage is typically the longest

Growth

In the product life cycle, which stage is when competitors start coming in?

Crisis management

Main function of public relations

promotion

Marketing communications is part of ___________ within the four "p"s

personal selling and social media

Of the elements of marketing communications, which is more for interpersonal?

advertisements, sales promotions, and social media

Of the elements of marketing communications, which is more for mass communication?

Newspaper

Oldest type of media?

Frequent buyer program

One of the most popular types of a loyalty marketing program

AIDA

Outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message

-several media choices -fragmentation of the mass market -ad spending in favor of promotional techniques

Reasons for growth in Integrated Marketing Communications (3)

Advertising campaign

Series of related advertisements focusing on a common theme, slogan, and set of advertising appeals

TRUE

True/False: Comparative advertising is used by some companies against their own brands

TRUE

True/False: Sales promotions are a short-term gain targeted at end users

FALSE

True/False: Some companies are immune to crisis

FALSE - 2 way process

True/False: The marketing communication process is a one-way process.

TRUE

True/False: the sender in the marketing communication process can be a consumer

Earned media

Type of digital media where its not your own and you don't pay for it

Owned media

Type of digital media where you create content as a company

Paid media

Type of digital media where you pay for advertisement

Pulsing media schedule

Type of media scheduling where the advertising combines continuous scheduling with flighted scheduling

Flighted media schedule

Type of media scheduling where the advertising is run heavily every other month or every 2 weeks

Seasonal media schedule

Type of media scheduling where the advertising is run only when the product is likely to be used

Continuous media schedule

Type of media scheduling where the advertising is run steadily throughout the period

-evaluates public attitudes -identifies issues that may elicit public concern -gain public understanding and acceptance

What are 3 things that public relations does?

pioneering, competitive, comparative

What are the 3 types of product advertising?

1- sender 2- encode 3- channel 4- decode 5- receiver 6- feedback

What are the 6 steps of the marketing communication process

Customers don't pay attention to every ad that they see

What does "noise" mean?

attention, interest, desire, action

What does AIDA stand for?

Define advertising goals for measured advertising results

What does DAGMAR stand for?

integrated marketing communications

What does IMC stand for?

-make you aware of their product -cost -build company image -suggest uses for product

What does a company "inform" you about during their promotions? (4)

-brand switching -brand loyalty -change perception of attributes

What does a company "persuade" you about during their promotions? (3)

-keep product on top of your mind -price -where to buy it -general customer awareness

What does a company "remind" you about during their promotions? (4)

advertiser pays when the ad is clicked

What does cost per click/contact mean?

Push a certain product by giving an incentive to salesmen

What is "push money"

Growth stage during slow growth and maturity

When is comparative advertisements used in the product life cycle?

Growth stage

When is competitive advertisements used in the product life cycle?

widely scattered, highly informed, loyal customers

When is more advertisements and sales promotions & less personal selling best? (3)

-Expensive items -Geographically concentrated -Between 2 people

When is personal selling most useful? (3)

Introductory stage

When is pioneering advertisements used in the product life cycle?

National advertisement

Which element of promotional mix have high cost per contact?

personal selling, public relations, sales promotions

Which elements of promotional mix have high cost per contact? (3)

advertisements and public relations, sales promotions decline

Which part of the promotional mix is very popular during the growth introduction stage of the product life cycle?

A lot of advertisement

Which part of the promotional mix is very popular during the introduction stage of the product life cycle?

sales promotions

Which part of the promotional mix is very popular during the maturity stage of the product life cycle?

Institutional advertising

Which type of advertisement enhances the company image as a whole?

Paid media

Which type of digital media is a banner ad?

Owned media

Which type of digital media is your website, blog, or social media page?

Sales promotion

________________ is a short-term incentive to buy a product