week 11

Question 1

what is promo

Answer 1

right message to right audience through right media

Question 2

integrated marketing communication what is important is the messgae what are some strategies

Answer 2

Ad, personal selling, direct marketing, personal selling, sales promo

Question 3

communication process flow

Answer 3

sender–> encode–> channel of mesage communication–> decode–> receiver

Question 4

what is sender and what must they do

Answer 4

where message originate, clearly ID target auidence

Question 5

what is the transmitter and what do they do

Answer 5

work with creative dep to dev marketing campaign, to show what they offer

Question 6

what is encoding

Answer 6

convert sender idea to message verbally or visually–> what is important is what is received

Question 7

what is communication channel

Answer 7

medium that carries the message

Question 8

what is decoding

Answer 8

reciever interprets message of sender

Question 9

what is noise

Answer 9

difference in decoding and encoding, interfrence that comes fom competing messages a lack of clarity or issue with the mdeium

Question 10

what is a feedback loop

Answer 10

allo reciver to communicate with sender so decode and reciev proepr

Question 11

how ad works

Answer 11

influence way target audience thinks about product or services

Question 12

4 elements of advetising

Answer 12

ad input: content, sched, repeat
filter: motivation, involvment, sentiment
consumer: cognition, affect, experience attitude
consumer behaviour: behavioural effect like intention, loyatyst

Question 13

7-steps in IMC campaign

Answer 13

1- ID audience
2- set objectives
3- determine budget
4- convey message
5- eval and select media
6- create communication
7- assess impact

Question 14

ID audience is about

Answer 14

buyer not the user

Question 15

what are objectives in IMC

Answer 15

persuade or remind customer, think feel do

Question 16

what is desiered response form IMC sr and lr

Answer 16

SR: create awarness, LR: behavioural

Question 17

what are the 6 buyer readiness states

Answer 17

awarness, knowledge, liking, prefrence, conviction, purchase

Question 18

what are some budgeting methods for IMC

Answer 18

objective and task: communication budget set on specefic tasks to achieve goal
Competitive parity: firms share of communciation expense in line with market share value
% sales: fixed % of forecasted sales
affordable budgeting: forecast sales and expense, diff between plus desired profit to marketing

Question 19

2 parts in conveying message

Answer 19

1- determine key message 2- what appeal most effectivley convey message

Question 20

elemenst of key message

Answer 20

convey right message, communicate beenifts, unique, meaningful and sustainable and unique selling proposition

Question 21

what is 3 important elements in appealing to customers

Answer 21

emotional appeal: satify desries
rational: analytical like beneifts
moral: show what is right

Question 22

when eval and select media mix what is most important

Answer 22

budget, ability to reach media, choose right medium and frequency.

Question 23

mass vs niche media

Answer 23

mass: news or radio for large anon audience
Niche: focused narrow segments, often with unique demographic or interest

Question 24

paid vs owned media vs earned

Answer 24

paid: control by advertiser,
owned: media like website also owned by advertiser–> less expensive
Earned media: word of mouth

Question 25

types of medium for adfor ads, advantages and disadvantages

Answer 25

television: wide reach, high cost radio: inexpensive/wide reach, limited presenattion magazine: very targeted, long lead time newspaper: flexible, short lifespan SM: flexible/interactive/targted, cluttered out of house: inexpensive, not easy targeted direct marketing; highly targeted, vary costs

Question 26

frequency of ads and what are they

Answer 26

Continous ad sched; runs steady through year for continually relative products requiring persausive reminding Fighting ad sched: 1 implemenetd spurts heavy ad then none Pushing ad: base level and increase intensity

Question 27

different execution styles in communication

Answer 27

slice of life: enjoyment lifestyle fantasy mood musical persoanlity symbol like mr clean technical expet science testimonial

Question 28

ways to assess impact

Answer 28

prestest: assess before campaign to ensure various elements working interrelated Tracking: monitor key indicator like sales post test: test campaign impact after it

Question 29

What are some KPI to assess impact

Answer 29

GRP: reach x freq digital media click through tracking impressions

Question 30

what is freq and reach when measure IMC success

Answer 30

freq= how often target audience exposed to communication within specefic time reach = % of target pop exposed to marketing campaign

Question 31

what is personal selling:

Answer 31

2 way flow of communication influence buyer decesion --> tactict like copouns or free sample

Question 32

what is sales promo

Answer 32

incentive like promo or rebate used in conjuction wiht other ad program

Question 33

what is direct marketing and 4 charecteristics

Answer 33

target customer communication, to help them buy, 1- motivates action 2- measurable 3- provide info 4- targted

Question 34

forms of direct marketing

Answer 34

form 1- direct box or mailbox 2- catelouge typically mailed 3- DRTV like infomercial with strong call to action 4- kiosk to sell service

Question 35

public relation, matters wht ceo looks like what helps and other PR start

Answer 35

baby face, bubbly eveent sponorship

Question 36

mobile/SM marketing digital media

Answer 36

media content through social interactions blogs, SM, mobile marketing, online game designed for online world

Question 37

4E framework for SM

Answer 37

excite with relevant offer- persoanlized educate offering- call to action experience product direct or indirect engage in social network- path to loyalty

Question 38

advances in communication tech means that

Answer 38

less bradcast and more narrowcast

Question 39

marketing move customer through steps of mental stages = what are they and groups

Answer 39

ADIA: attention desire, interest and action groups: think feel do

Question 40

what is attention in ADIA and types

Answer 40

ability to recall brand name aided recall and top of mind- memeory trigger repsonse

Question 41

what is interest in ADIA model

Answer 41

communication after awarness to incease interest need think worth investigating

Question 42

what is desire in ADIA

Answer 42

I want it

Question 43

what is action in ADIA

Answer 43

make interest enough to satisfy desire ot buy leading to action

Question 44

broad ad objectives

Answer 44

inform: craete and build awarness persausive: gained awarness peersaude to take action remineder: prompt repurchases especially for gained marketplace acceptance in late PLC

Question 44

ad must include what specefics

Answer 44

paid for, carry by medium, source must be known, persauisve to take action --> word of mouth not really ad

Question 45

ad campaign determine specefic ad focus two groups like

Answer 45

product focused: inform persaude on specefic product Instatutional: inform persaude issue related to politics or industry

Question 46

PSA focuses on

Answer 46

public welfare --> behavioural change

Question 47

puffery includes

Answer 47

subjective claims not illegal

Question 48

sales promo incentive used in conjuction with other ad or personal selling examples include

Answer 48

contest, sweepstakes, sample, rebates, deals, premiums

Question 49

personal selling influence prchase decesion by

Answer 49

build relations, educate/provide assistance, save time and simplify buying