chapter 14 integrated marketing communications – Flashcards

Unlock all answers in this set

Unlock answers
question
Promotional Mix
answer
The combination of one or more of the communication tools used to inform, persuade, or remind prospective buyers consists of public relations, advertising, sales promotion, and personal selling
question
Integrated Marketing Communications
answer
The concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences
question
Communication
answer
process of conveying a message to others
question
6 elements of communication
answer
a source a message a channel of communication a receiver and the process of encoding and decoding
question
source
answer
company or person who has information to convey
question
message
answer
information sent by a source such as a description of product
question
Channel of communication
answer
how the message is conveyed such as a salesperson, advertising media, or public relations tool
question
receivers
answer
consumers who read, hear or see the message
question
encoding
answer
process of having the sender transform an idea into a set of symbols
question
decoding
answer
reverse of encoding process of having the receiver take a set of symbols, the message, and transform the symbols not an idea preformed by receivers according to their attitudes, values, and beliefs
question
field of experience
answer
necessary for communication to be effective a similar understanding and knowledge by sender and receiver that apply to the message
question
Feedback Loop
answer
consists of a response and feedback
question
response
answer
impact the message had on the receivers knowledge, attitudes, or behaviors
question
feedback
answer
the senders interpretation of the response and indicates whether the message was decoded and understood as intended
question
Pretesting
answer
ensures messages are decoded properly
question
Noise
answer
extraneous factors that can work against effective communication by distorting a message or the feedback received can be through a mistake like a printing error, bad use of words or pictures that fail to communicate or a salespersons message misunderstood by buyers due to accent, use of slang, or communication style
question
Promotional Alternatives/Elements, 5 basic IMC tools
answer
advertising personal selling public relations sales promotion direct marketing
question
Mass selling
answer
used with groups of prospective buyers advertising, sales promotion, public relations
question
customized interactions
answer
personal selling is example of
question
Advertising
answer
any PAID form of NON PERSONAL communication about an organization, service, or idea of an identified sponsor -or public service announcement is an exception to paid part- space or time is donated -involves MASS MEDIA, does not have immediate feedback loops -Market research important before ad is released
question
Advantages to Advertising
answer
Attention Getting Can reach large number of people Can communicate a specific product benefits to prospective buyers By paying a company can control WHAT it wants to say and to WHOM it is sent Can also decide WHEN it is sent or HOW OFTEN Non personal advantages too- same message with trust it is decoded the same
question
Disadvantages of Advertising
answer
Costs to produce and place message higher Lack of direct feedback makes it difficult to know how well the message is received
question
Personal Selling
answer
two way flow of communication between a buyer and seller, often in a face-to-face encounter designed to influence a person's or group's purchase decision **Customized
question
Advantages to Personal Selling
answer
Can control to WHOM the presentation is made Reduces the amount of wasted coverage (communication with consumers who are not the target audience) Seller can see or hear the reactions of the potential buyer Can get feedback to modify message Can give complex information
question
Disadvantage of Personal Selling
answer
Flexibility can be one Changing of messages so that no consistent communication is given to all customers High cost cost per contact high *generally most expense
question
Public Relations
answer
A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, stockholders, suppliers, employees, and others about a company and its products/services special events, lobbying efforts, press conferences, social media
question
Publicity
answer
A non personal, indirectly paid presentation of an organization, product, or service can take form of news story, editorial, or product announcement. Company DOES NOT pay for space in mass medium but attempts to get the medium to run a favorable story of company *MASS
question
Advantage to Publicity
answer
Credibility Often most credible source in consumers mind
question
Disadvantage to Publicity
answer
Lack of user control over it No guarantee that story will be written, will be positive, or target audience will receive the message Rise of social media blogs companies now post responses Difficulty to get media cooperation
question
Sales Promotion
answer
short term inducement of value offered to arouse interest in buying a product or service Used in conjunction with advertising and personal selling offered to intermediaries and ultimate consumers ex coupons, rebates, samples, contest *Mass
question
Advantages of Sales Promotion
answer
Short term nature stimulates sales for the duration Increase store traffic from consumers who are not store loyal Flexible
question
Disadvantage of Sales Promotion
answer
Gains are temporary, sales drop when deal ends Advertising support is needed to gain long term customer Loose effectiveness if conducted continuously Customers delay purchase until coupon or question value May be regulated by federal government Abused, duplicated, or promotional wars
question
Direct Marketing
answer
Promotional alternatives that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to retail outlet face-to-face selling, direct mail, catalogs, direct response advertising, online marketing -Interactive communication *Customized
question
Advantage of Direct Marketing
answer
Messages can be developed quickly and adapted quickly develop relationships one of the fastest growing forms
question
Disadvantages of Direct Marketing
answer
need a comprehensive and up-to-date database of information about the target market developing and attaining such data base can be expensive and time consumer concerns of privacy decline in response rates among consumers
question
developing and selecting the promotional mix
answer
look at: target audience product life cycle characteristics of product decision stage of buyer channel of distribution and coordinate a consistent promotional effort
question
Target Audience
answer
Promotional programs are directed toward ultimate consumer, intermediary, or both -Direct toward consumers- use mass media (# of potential buyers is large) -Personal Selling used at place of purchase, usually at retail store -Direct marketing used to encourage first time buyers or repeat customers -Advertising to business buyers is used in trade publications -Personal selling- used for business buyers (more technical questions or specialized needs) -intermediaries focus of promotional efforts
question
Product Life Cycle
answer
-introduction stage: Providing info in an effort to increase awareness. All promotional mix elements used. Sales promotions: free samples, salesforce calling on intermediaries, advertising, publicity in magazines to inform -Growth stage: Persuade the consumers to buy product. Advertising to communicate brand differences, Personal selling to solidify channel of distribution. Personal selling to intermediaries to persuade -Maturity: Maintaining existing buyers. Advertising to remind buyers of product existence. Sales promotion in for of discounts, coupons, events to maintain loyal buyers. Limited personal selling, direct mail reminders to remind Decline; Phase out of product. Little money spent in promotional mix to phase out
question
Channel Strategies
answer
push, pull, or both in its channel of distribution
question
Push Strategy
answer
Directing the promotional mix to channel members to gain their cooperation in ordering and stocking a product Personal selling and sales promotions play large role Salespeople call on wholesalers to encourage orders and provide sales assistance sales promotions offered to stimulate demand **By pushing product through channel goal is to get channel members to push to their customers Example Ford Motor Company provides support and incentive for dealers. Reward when meeting and exceeding sale goals
question
Pull Strategy
answer
-Directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product -used when manufactures face resistance from channel members who do not want to order a new product or increase inventory -seeing demand retailers order the product from wholesalers so item is pulled through intermediaries Example Pharmaceutical companies use of direct to consumer prescription drug advertising
question
Developing an IMC Program
answer
Promotional decision process is dividend into developing, executing, and assessing the promotional program
question
developing the program aka planning
answer
1)identify the target audience- group of prospective buyers that promotional program is directed toward 2) specify objectives 3) Set budget 4) select right promotional tools 5) design the promotion 6) schedule promotion
question
hierarchy of effects
answer
the sequence of stages a prospective buyer goes through: awareness, interest,t evaluation, trial, adoption
question
awareness
answer
consumers ability to recognize and remember the product or brand name
question
interest
answer
an increase in the consumers desire to learn about some of the features of the product or brand
question
Evaluation
answer
consumers appraisal of the product or brand on important attributes
question
trial
answer
consumers actual first purchase and use of the product or brand
question
Adoption
answer
through a favorable experience on the first trial, the consumers repeated purchase and use of product or brand
question
specifying promotional objectives
answer
hierarchy of effects an objective can focus on a single stage objectives have 3 qualities: 1) be designed for well defined target audience 2) be measurable 3) cover a specified time period
question
Setting the Promotional budget
answer
decision on how much to spend difficult because there is no precise way to measure the exact results of spending promotion dollars.
question
methods for setting budget
answer
percentage of sales competitive parity all you can afford objective and task
question
percentage of sales
answer
amount of money spent on promotion is a percentage of past anticipated sales.
question
Competitive Parity
answer
matches competitors absolute level of spending or the proportion per point of market share
question
all you can afford
answer
allows money to be spent on promotion only after all other budget items such as manufacturing cost are covered
question
objective and task
answer
best approach to budgeting company 1) determines the promotion objectives, 2) outlines the tasks to accomplish those objectives, 3) determines the promotion cost of performing those tasks only method to take into consideration what the company wants to accomplish and requires that the objectives be specified
question
selecting right promotional tools
answer
once budget is set can choose the combination of IMC tools to use. many combinations can lead to achieve same objective important to be analytical and to have experience example the Olympics
question
designing the promotion
answer
advertising-consists of advertising copy and the artwork that the intended audience is designed to see or hear personal selling- depend on characteristics and skills of sales person sales promotion- specific details of inducements such as coupons, samples public relations- readily seen in tangible elements like news releases direct marketing- depend on written, verbal, or electronic forms of delivery promotion- play a primary role in deterring the message that is communicated to audience This design activity requires most creativity Design alternatives
question
Scheduling a Promotion
answer
Important to determine the most effective timing of the use promotion schedule describes the order in which each promotional tool is introduced and the frequency of its use during the campaign EX Disney promotion of Oz
question
Executing and Assessing
answer
pretesting each design before to allow for changes and modifications is important posttest are also important to evaluate impact and to see if objectives have been met must create and maintain a test-result data base, new printing technologies carry out promotion program can be expense and time consuming "organization with sales less than 10 mill, can implement IMC in one year, 200-500 mill need 3 years" firms with market orientation are more likely to implement IMC and more successful/effective IMC programs have support from top management create a process that facilitates their design and use to evaluate current position use IMC audit
question
direct marketing growth
answer
exceeds total economic growth ability to customize communication efforts and create one to one interactions is favorable
question
value of direct marketing
answer
don't have to go to store, can shop 24 hours a day, buying direct saves time, can save money, avoid sales people customer service-toll free numbers
question
direct orders
answer
response the result of direct marketing offered that contain all the information necessary for a potential buyer to make a decision to purchase and complete the transaction ex price line
question
lead generation
answer
response the result of a direct marketing offer designed to generate interest in a product or a service and a request for additional information ex four seasons hotel
question
traffic generation
answer
response the outcome of a direct marketing offer designed to motivate people to visit a business ex home depot
Get an explanation on any task
Get unstuck with the help of our AI assistant in seconds
New