Chapter 14

Question 1

integrated marketing communications

Answer 1

involves carefully integrating and coordinating company’s many communications channels to deliver clear, consistent, and compelling messages abotu organization and its products using promotional tools.

Question 2

promotional tools

Answer 2

advertising, personal selling, sales promotion, PR, direct and digital marketing

Question 3

advertising

Answer 3

can reach masses of geographcally dispersed buyers at low cost per exposure, enables seller to repeat message many times.

Question 4

personal selling

Answer 4

most effective method at certain stages of buying process, particularly in building buyser’ preferences, convictions, actions, and developing customer relationships.

Question 5

sales promotion

Answer 5

includes coupons, contests, cents-off deals, and premiums attracting consumer attention and offering strong incentives to purchase.

Question 6

PR

Answer 6

very believable form of promotion including news stories, features, sponsorships, and events.

Question 7

direct and digital marketing

Answer 7

immediate, customized, and interactive promotional tool including direct mail, catalogs, telephone marketing, online, mobile, and social media.

Question 8

developing effective marketing communications

Answer 8

identify target audience (what how when where who will say)

determine communication objectives

design message with AIDA model (get Attention, hold Interest, arouse Desire, obtain Action)

choose media to send message

select message source and collect feedback

Question 9

message content (what to say)

Answer 9

rational appeal (audience self interest)

emotional appeal (stir up emotion to motivate purchase)

moral appeal (audience sense of right and proper)

Question 10

buyer readiness stages

Answer 10

awareness
knowledge
liking
preferences
conviction
purchase

Question 11

personal communications

Answer 11

2 or more ppl. communcating directly with each other (face to face, phone, mail/email, texting/internet chat).

Question 12

opinion leaders

Answer 12

people whose opinions sought by others

Question 13

buzz marketing

Answer 13

invovles cultivating opinion leaders, getting them to spread info. about product/service to others.

Question 14

nonpersonal communication channels

Answer 14

media carrying messages without personal contact or feedback (major media, atmospheres, events)

Question 15

selecting message source

Answer 15

message impact depends on how target audience views communicators

celebrities (star power index - credibility vs attractiveness, brand match index - does celeb. match brand)

Question 16

collecting feedback

Answer 16

communicator understanding effect on target audience by measuring behavior resulting from content

Question 17

setting promotional buget

Answer 17

affordable method - set at level company can afford

percentage of sales method - set at percent of current/predicted sales or percent of unit sales price

competitive parity method - set to match competition

objective and task method - set by specific promotion objectives and costs of tasks needed to achieve them.

Question 18

integrating promotional mix

Answer 18

imc concept suggests company must blend promotional tools carefuly into coordinated promotion mix and take step to see each element smoothly integrated to carry firms unique brand messages and selling points.

Question 19

advertising and sales promotion

Answer 19

communicate openly and honestly with consumers and resellers

avoid deceptive/false advertising

avoid bait and switch advertising

conform to all federal state and local regulations

Question 20

personal selling

Answer 20

follow rules of fair competition

dont offer bribes

dont attempt to obtain competition’s trade secrets

dont disparage competitors or their products