Communications

Question 1

What is communications?

Answer 1

“To share”
“to make accessible”

Question 2

What is Marcom?

Answer 2

The use of different marketing channels and tools in combination to communicate to the customer

Question 3

Draw the macro model of the communication process

Answer 3

Sender
Encoding
Message/Media
Decoding
Receiver
Response/ Feedback
Noise

Question 4

What is a marketing communication mix?

Answer 4

It comprises of various ways that a company can communicate with their customers

Question 5

What components of Marcom are important in this time and day?

Answer 5

Communications mix
Marketing vehicles

Question 6

What are some tools in the Marcom Mix?

Answer 6

Advertising
Sales Promotion
Events and experiences
Public relations and publicity
Online and social media marketing
Mobile marketing
Direct and database marketing
Personal selling

Question 7

What is advertising?

Answer 7

Any form of non personal presentation and promotion of ideas, goods and services by and identified sponsor via print media, broadcast media, network media, electronic media and display media

Question 8

What is sales promotion?

Answer 8

A variety of short term incentives to encourage trial or purchase of a product or service including consumer promotions, trade promotions, and business and sales force promotions

Question 9

Give examples of Print Media in advertising?

Answer 9

Newspapers
Magazines

Question 10

Give examples of Broadcast Media in advertising?

Answer 10

Radio
Television

Question 11

Give examples of Network media in advertising?

Answer 11

Telephone
Cable
Satellite
Wireless

Question 12

Give examples of Electronic media in advertising??

Answer 12

Audiotape
Videotape
Video CD
Web pages

Question 13

Give examples of Display media in advertising??

Answer 13

Billboards
Signs
Posters

Question 14

In Sales promotions what is consumer promotions?

Answer 14

Samples
Coupons
Premium

Question 15

In Sales promotions what is trade promotions?

Answer 15

Advertising and display allowances

Question 16

In Sales promotions what is sales force promotion?

Answer 16

Contests for sales reps

Question 17

What are the types of sales promotions?

Answer 17

On pack gift (premiums)
Additional quantity at same price
Price off
Coupons
Contests and sweepstakes

Question 18

What are the common PR activities?

Answer 18

Publicity
Media management
Corporate image/reputation
Research and counselling
Internal marketing
Shareholders and other financial relations
Lobbying
Crisis management
Community relations

Question 19

What are communication objectives?

Answer 19

They are what the company seeks to be. Objectives should be SMART:
S- Strategic
M- Measurable
A- Actionable
R- Realistic
T- Timely

And also: communicable and aspirational

Question 20

How do we determine the communication objectives?

Answer 20

By understanding the consumer wants and needs

Awareness
Knowledge
Liking
Preference
Conviction
Purchase

Question 21

Explain the steps of setting communication objectives

Answer 21

First build awareness and knowledge
Liking: Do consumers like the product/ what do they feel
Preference: preferring your product against rest
Conviction: believing that a product/service is best for them
Purchase

Question 22

What are the stages of a product life cycle?

Answer 22

Introduction
Growth
Maturity
Decline

Question 23

What are the communication objectives of the different stages of the product life cycle?

Answer 23

introduction: Create awareness and inform that there is an alternative

Growth: Brand building, new features and channel development

Maturity: Maintain and increase market share (promote other uses, expand scope, brand extension)

Decline: Minimal marcom expenditure

Question 24

What are the two categories of communication channels?

Answer 24

Personal
Non- personal

Question 25

What are personal communication channels?

Answer 25

Where two or more people communicate directly with each other eg: face to face, on the phone, through email, text or chat Word of mouth influence Buzz marketing

Question 26

What are non-personal communication channels?

Answer 26

Media that carries messages without personal contact or feedback including major media and events eg; major media: print, broadcast, online Atmospheres: designed environments that create or reinforce the buyers leaning towards a purchase Events: Staged occurences to communicate messages to audience eg: grand openings, exhibits, tours

Question 27

What are the pros and cons of advertising?

Answer 27

Pros: Can reach masses at low cost per exposure Repeat a message Give legitimacy (affirms sellers size, success and popularity) Allows company to dramatize through art, visuals, print, sound and colour Cons: Impersonal Costly

Question 28

What are the pros and cons of personal selling?

Answer 28

Pros: personal interactions allows wide range of customer relationships Consumer feels the need to listen and respond Cons: Sales force is a large commitment and difficult to change More expensive

Question 29

What are the pros and cons of sales promotion?

Answer 29

Pros: Attract attention, engage consumers and offers strong incentives to perform Invites and rewards quick response Cons: Short lived effect not as effective as advertising and personal selling in terms of building brand preference and consumer relationships

Question 30

What are the pros of public relations?

Answer 30

Believable Reach consumers who avoid salespeople/ads Can dramatize a product

Question 31

What are the pros of direct and digital marketing?

Answer 31

More targeted Immediate and personalized Interactive

Question 32

What are the budgeting methods in IMC?

Answer 32

Affordable method Percentage of sales method Competitive parity method Objective and task method

Question 33

Define affordable method?

Answer 33

Setting the promotion budget at the level management thinks the company can afford

Question 34

Define percentage of sales method?

Answer 34

Setting the promotion budget at a certain percentage of current or forecasted sales or percentage of the unit sales price

Question 35

Define competitive parity method?

Answer 35

Setting the promotion budget to match competitor's outlays

Question 36

Define objective and task method

Answer 36

Developing the promotional budget by: 1. Defining specific promotion objectives 2. Determining the tasks needed to achieve the objectives 3. Estimating costs of performing the tasks Sum of these costs is the promotion budget