E3 Ch 17

Question 1

Integrated Marketing Communications (IMC) are composed of (3)

Answer 1

Customers
Communication channel
Results

Question 2

The Communication Process (4)

Answer 2

1. Begins with the Sender (Firm) –>
2. Transmitter encodes the message –>
3. Communications Channel (Media) –>
4. Receiver (consumer) decodes the message (provides feedback back to sender)

Question 3

AIDA Model

Answer 3

Awareness (Think)
Interest, Desire (Feel)
Action (Do)

Question 4

The Lagged Effect

Answer 4

Marketing communications do not always have an immediate impact; sometimes multiple exposures are often necessary but it is difficult to determine which exposure led to purchase.

Question 5

Offline Interactive IMC Channel

Answer 5

• Personal selling
• Sales promotions (ex. contests)
• Direct marketing (ex. telemarketing)

Question 6

Offline Passive IMC Channel

Answer 6

• Advertising
• Sales promotions (ex. coupons)
• Public relations
• Direct marketing (ex. catalogs)

Question 7

Online Interactive IMC Channel

Answer 7

• Direct marketing (ex. mobile marketing)
• Online marketing (ex. blogs, social media)

Question 8

Online Passive IMC Channel

Answer 8

• Direct marketing (ex. e-mail marketing)

Question 9

Advertising

Answer 9

Most visible element of IMC
Extremely effective at creating awareness and generating interest

Question 10

Public Relations

Answer 10

“Free” media attention

Question 11

Importance of __ has grown as the cost of other media has increased

Answer 11

PR

Question 12

Consumers are becoming skeptical about _________ –> __ becoming more important

Answer 12

Marketing, PR

Question 13

Sales Promotions

Answer 13

Can be aimed at both end-user consumers or channel members
Used in conjunction with other forms of IMC
Can be used for both short-term and long-term objectives

Question 14

Personal Selling

Answer 14

Some products require help of a salesperson

Question 15

More expensive form of promotion?

Answer 15

Personal selling

Question 16

Digital Marketing

Answer 16

Communicating directly with target customers to generate a response or transaction; growing element of IMC
Provides ability to carefully target consumers (ex. email and mobile marketing)

Question 17

How to plan and measure IMC success… (3)

Answer 17

• Understand hopeful outcome before beginning
• Short term or long term
• Should be explicitly defined and measured

Question 18

IMC Budgeting: Objective-and-Task Method

Answer 18

Marketer decides objective to be accomplished and tasks necessary to achieve the objective

Question 19

IMC Budgeting: Rule-of-Thumb Method

Answer 19

Marketer relies on prior sales and communication activities to determine the best allocation of resources

Question 20

Rule of Thumb Methods: Competitive Parity

Answer 20

Budget is set so that firm’s share of communication expenses equals its share of the market

Question 21

Rule of Thumb Methods: Percentage of Sales

Answer 21

Budget is a fixed percentage of forecasted sales

Question 22

Rule of Thumb Methods: Available Budget

Answer 22

Forecasting sales/expenses, excluding communication, during budgeting period.

Question 23

Measuring Success: Frequency

Answer 23

How many times
ex. 6 month ad run

Question 24

Measuring Success: Gross Rating Points

Answer 24

GRP= Reach*Frequency

Question 25

Measuring Success: Web Tracking

Answer 25

Way more measurable

Question 26

Search Engine Marketing: Clicks

Answer 26

How many times you click on X

Question 27

Search Engine Marketing: Impressions

Answer 27

How many times X appears on your screen

Question 28

Search Engine Marketing: Click through rate

Answer 28

CTR= Clicks/Impressions

Question 29

Search Engine Marketing: Return on Investment

Answer 29

How much of the money that was invested is returned/recovered