Kotler/Keller – Chapter 14: Designing and Managing Integrated Marketing Communications – Flashcards

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question
Identify the 8 major modes of communication used in the marketing communication mix.
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1. Advertising 2. Sales promotion 3. Events and experiences 4. Public relations and publicity 5. Online and social media marketing 6. Mobile marketing 7. Direct and database marketing 8. Personal selling
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Identify the four major communication functions.
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Encoding, Decoding, Response, Feedback
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Two majors parties in communication model.
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sender and receiver
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The communications process must begin with a clear _____ ______ in mind.
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Target Audience
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Identify the four communication objectives as defined by John Rossiter and Larry Percy.
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1. Establish need for category 2. Build brand awareness 3. Build brand attitude 4. Influence Brand purchase intention
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Define "informational Appeal"
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An appeal which elaborates on product or service attributes or benefits (e.g., provides additional information)
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Define "Transformational Appeal"
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An appeal which elaborates on a non-product-related benefit or image (e.g., a type of person who would use the product, an experience which will result from use of the product, etc.)
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Which method of budgeting for marketing communications focuses on achieving a share-of-voice parity with competitors?
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Competitive-Parity Method
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Identify 6 of the 8 communications tools. Marketing Communications Mix.
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Advertising, Sales promotion, Events and experiences, Public relations and publicity, Online and social media marketing, Mobile marketing, Direct and database marketing, Personal selling
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Identify the stage of buyer readiness in which Advertising and Publicity are most effective.
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Awareness Stage
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Identify the stage of buyer readiness in which Sales Promotion is most effective.
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Re-order Stage
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Identify the stage of buyer readiness in which Personal Selling is most effective.
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Order Stage
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Marketing Communications
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Means by which firms attempt to inform, persuade, and remind consumers about the products and brands they sell.
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Advertising
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Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor via various medias.
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Sales Promotion
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Short term incentives to encourage trial or purchase of a product or service including consumer promotions, and business sales force promotions.
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Events and experience
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company sponsored activities and programs, designed to create brand related interactions with consumers.
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Public relations + publicity
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Programs directed internally to employees of the company or externally to consumers or other entities.
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Online and social media marketing
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Online activies and programs to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales.
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Mobile marketing
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A special form of online marketing that places communications on phone, or tablets.
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Directs + database marketing
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Use of mail, telephone, fax, email or internet to communicate directly with or solicit response with the consumer.
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Personal selling
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Face-to-face interaction with prospective purchasers for the purpose of making presentation, answering, and procuring orders
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Principle of contgruity
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implies that communicators can use their good image to reduce some negative feelings toward a brand but in the process might lose some esteem with the audience.
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Personal communication channels
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let two or more personas communicate face to face to audience through phone, surface mail, or email.
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Integrated marketing communications mix
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IMC - as a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.
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Factors in setting communication mix
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Type of product market, consumer readiness, and stage of product life cycle.
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Steps in Developing Effective Communications
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1. Identify target audience 2. Set objectives 3. Design communications 4. Select channels 5. Establish budget 6. Decide on media mix 7. Measure results 8. Manage integrated marketing communications
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