Communicating Customer Value: Integrated Marketing Communications Strategy

Question 1

Define the Promotion Mix

Answer 1

The blend of tools that a company uses to communicate customer value and build customer relationships

Question 2

Identify the 5 Elements of the Promotions Mix

Answer 2

• advertising
• public relations
• personal selling
• sales promotion
• direct-marketing

Question 3

Define Advertising

Answer 3

Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor

• Broadcast
• Print
• Internet
• Outdoor

Question 4

Define Sales Promotion

Answer 4

The short-term incentives to encourage the purchase or sale of a product or service

• Discounts
• Coupons
• Displays
• Demonstrations

Question 5

Define Public Relations

Answer 5

The practice of building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events

Question 6

Define Personal Selling

Answer 6

The personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships

• Sales presentations
• Incentive program

Question 7

Define Direct Marketing

Answer 7

The practice of making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships

• Catalog
• Telemarketing

Question 8

Define Integrated Marketing Communications

Answer 8

The integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands

Question 9

Identify the 5 Steps to Developing Effective Communication

Answer 9

1. Identifying target audience
2. Determining communication objectives
3. Designing the message
4. Choosing the media
5. Selecting the message source

Question 10

Identify the steps in the AIDA Model

Answer 10

• Get Attention
• Hold Interest
• Arouse Desire
• Obtain Action

Question 11

Define Message Content

Answer 11

The appeal or theme that will produce the desired response

• Rational appeal
• Emotional appeal
• Moral appeal

Question 12

Identify the 3 themes used when Designing a Message

Answer 12

• Rational appeal relates to the audience’s self-interest
• Emotional appeal is an attempt to stir up positive or negative emotions to motivate a purchase
• Moral appeal is directed at the audience’s sense of right and proper

Question 13

Define Personal Communication

Answer 13

A method of communication that involves two or more people communicating directly

• Face to face
• Phone
• Mail
• E-mail
• Internet chat

Question 14

Define Opinion Leaders

Answer 14

Individuals who exert social influence on others due to their characteristics, special skills, knowledge or personality

Question 15

Define Buzz Marketing

Answer 15

Using opinion leaders to spread information about a product or service to members of their communities or circle of influence

Question 16

Explain the Percentage of Sales Method

Answer 16

A method that sets the budget at a certain percentage of current or forecasted sales or unit sales price

Question 17

Explain the Competitive parity method

Answer 17

A method that sets the budget to match competitor outlays

Question 18

Explain the Objective-and-task method

Answer 18

A method that sets the budget based on what the firm wants to accomplish with promotion

Includes
* Defining promotion objectives
* Determining tasks to achieve the objectives
* Estimating costs

Question 19

Explain the Push Strategy

Answer 19

It involves pushing the product to the consumers by inducing channel members to carry the product and promote it to final consumers.

Question 20

Explain the Pull Strategy

Answer 20

A strategy used where the producer directs its marketing activities toward final consumers to induce them to buy the product and create demand from channel members.