Chapter 15: Retail Communications

Question 1

Three ways that the communication environment has changed

Answer 1

1-Consumers are more informed with internet
2-No more mass marketing, different customers require different treatment
3-New media sources are being used to target customers

Question 2

Less broadcasting, more narrowcasting. Mediums firms are advertising on…

Answer 2

• Specialty magazines
• Cable TV
• Video on demand (Netflix)
• Podcasts
• Product placement in TV/video games (Grand Theft Auto has a McDonald’s on it’s street)

Question 3

IMC

Answer 3

IMC (Integrated Marketing Communications): Carefully balanced mix of promotion tools.
Company is able to carefully deliver the SAME message over all the different channels in a clear/organized way.

Question 4

IMC means?

Answer 4

Company is always portrayed the same every time.

Question 5

Sales Promotions can be seen where?

Answer 5

• Coupons
• Mail-In Rebates
• Inside cereal boxes

Question 6

Examples of in-store marketing/design elements

Answer 6

Assembled product stands.
Fashion shows in clothing stores.
Food samples in grocery stores.