Chapter 14

Question 1

Outline the process that firms use to communicate with consumers

Answer 1

1. cumulative effect of marketing communications, or messages a company has sent to consumers.
2. messages are encoded, and everyone interprets commercial messages differently, thus making it difficult for a marketer to be assured that a particular, clear signal is getting through.
3. marketers must adjust their messages to fit the media, or communications channel, and the receiver’s knowledge level
4. consumers receive and decode the messages.

Question 2

steps to plan an imc campaign (7)

Answer 2

1. identify target audience
2. set objectives
3. determine budget
4. convey message
5. evaluate and select media
6. create communication
7. assess impact

Question 3

explain the first step to plan an imc campaign

Answer 3

Campaign success depends on how well the advertiser can identify its target audience. Research is conducted. Information gathered sets tone of advertising & media selected

Question 4

explain the second step to plan an imc campaign

Answer 4

inform, persuade or remind customers. Can be accomplished via: pull strategy, push strategy, nature of the market, nature of the product, stage in the product life cycle

Question 5

what are the considerations to take into account for the third step to plan an imc campaign (3)

Answer 5

1. Role that advertising plays in their attempt to meet their overall promotional objectives
2. Expenditures vary over the course of the Product Life Cycle
3. Nature of the market and the product influence the size of the budget

Question 6

what are the budgeting methods

Answer 6

1. objective and task
2. competitive parity
3. percentage of sales
4. affordable budgeting

Question 7

explain the fourth step to plan an imc campaign

Answer 7

convey message:
1. unique selling proposition differentiate a product by communicating its unique attributes
2. often becomes the common theme or slogan of the entire campaign

Question 8

what kinds of media there is (3)

Answer 8

1. media planning
2. media mix
3. media buy

Question 9

difference between paid, owned and earned media.

Answer 9

paid: ads
owned: social media
earned : mouth-to-mouth

Question 10

explain the 3 types of advertising schedule

Answer 10

continuous:
flighting:
pulsing:

Question 11

explain the sixth step to plan an imc campaign

Answer 11

create communication:
type of medium –> determine execution style
creativity –> major role in execution stage
creativity –> shouldn’t overshadow the message
execution style –> must match the medium and objectives

Question 12

explain the seventh step to plan an imc campaign

Answer 12

Assess impact using marketing metrics:
1. Pretesting
2. Tracking
3. Post-testing

Question 13

types of direct marketing (4)

Answer 13

1. Direct Response TV
2. Kiosk
3. Direct Mail/ Email
4. Catalogue

Question 14

What are the direct marketing characteristics (4)

Answer 14

1. Targeted
2. Motivates an action
3. Measurable
4. Provides information

Question 15

Describe what appeals advertisers use to get customers’ attention

Answer 15

Rational appeals: influence purchase decisions with factual information and strong arguments built on relevant key benefits that encourage consumers to evaluate the brand favourably.
Emotional appeals: indicate how the product satisfies emotional desires rather than utilitarian needs.

Question 16

Identify how firms determine which media to use

Answer 16

Mass media channels (newspapers or television): to reach large numbers of anonymous audience members.
Niche media (cable TV, direct mail, and specialty magazines ) : to reach narrower segments with unique demographic characteristics or interests.

Question 17

Summarize how firms measure integrated marketing communications success

Answer 17

measuring IMC success involves evaluating both short-term metrics (like sales or leads) and long-term outcomes (like brand loyalty and customer satisfaction). The use of data analytics, surveys, social media insights, and ROI calculations provides a comprehensive view of a campaign’s effectiveness.

Question 18

Explain the six tools of integrated marketing communications campaigns

Answer 18

Advertising: still demands a sizable portion, but other media channels have taken up a substantial chunk of the total budget
Personal selling: quite high, but remains the best and most efficient way to sell certain products and services
Sales promotions: incentives or programs that promote immediate purchase (drive sales)
Direct marketing: growing because the number of direct marketing media options has increased in recent years; direct mail, infomercials, alternative media such as catalogues, and other new communication technologies such as smartphones are all expanding.
Public relations: has become increasingly important as other media forms become more expensive and as consumers grow more skeptical of commercial messages.
Digital media: spawned innovative new ways to promote products and services.

Question 19

What are the six tools of integrated marketing communications campaigns

Answer 19

The six tools of IMC campaigns are advertising, personal selling, sales promotions, direct marketing, public relations, and digital media