Integrated Marketing Communications and Direct Marketing

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Integrated Marketing Communications (IMC)
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the concept of designing marketing communications programs that coordinate all promotional activities -- advertising, personal selling, sales promotion, public relations, and direct marketing -- to provide a consistent message across all audiences
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Promotional Mix
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Inform prospective buyers, Persuade them to try, Remind them of the benefits.
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Promotional Elements
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Advertising, Personal selling, Public relations, Sales promotion, Direct marketing
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Advertising
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any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor. a. easy to reach a large audience. b. paid by company (less credible) c. high costs d. no feedback.
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Personal Selling
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the two-way flow of communication between a buyer and seller designed to influence a person's or group's purchase decision. a. good feedback b. selective audience c. persuasive d. can convey complex info e. expensive per exposure f. may differ across sales people
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Public Relations
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a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services. a. not paid by company-- most credible b. hard to get the media to cooperate
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Sales Promotion
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a short-term inducement of value offered to arouse interest in buying a good or service. a. changes behavior b. flexible c. easily duplicated d. can lead to wars.
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Direct Marketing
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uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet. a. messages can be prepared quickly b. maintains relationship with customer c. low response rate d. managing databases costly
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Three Product Characteristics
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Complexity, Risk, Ancillary Services
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Complexity
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the technical sophistication of the product and hence the amount of understanding needed to use it.
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Risk
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for the buyer, the financial, social, and physical risks
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Ancillary Services
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pertain to the degree of service or support required after the sale
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Two Channel Strategies
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Push Strategy, Pull Strategy
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Push Strategy
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a. Direct-to-Consumer b. Directing the promotional mix to channel members to gain their cooperation to ordering and stocking the product. c. Personal selling and sales promotions play major roles.
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Pull Strategy
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a. Direct promotional mix at ultimate consumers to encourage them to ask the retailer for a product. b. Direct-to-Consumer c. Common in pharmaceutical companies
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Promotion Decision Process
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Planning, Implementation, Evaluation
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Planning
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Developing the promotion program: 1. identify the target audience 2. specify the objectives 3. set the budget 4. select the right promotional tools 5. design the promotion 6. schedule the promotion
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Implementation
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Executing the promotion program: 1. pretest the promotion 2. carry out the promotion
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Evaluation
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Assessing the promotion program: 1. posttest the program 2. make needed changes
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Hierarchy of effects
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the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action. Five stages: awareness, interest, evaluation, trail, adoption
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Awareness
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the consumer's ability to recognize and remember the product or brand name
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Interest
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an increase in the consumer's desire to learn about some of the features of the product or brand
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Evaluation
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the consumer's appraisal of the product or brand on important attributes
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Trial
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the consumer's actual first purchase and the use of the product or brand
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Adoption
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through a favorable experience on the first trial, the consumer's repeated purchase and use of the product or brand
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Promotion Objectives have what three important qualities?
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1. be designed for a well-defined target audience 2. be measurable 3. cover a specified time period
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Percentage of Sales Budgeting
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involves allocating funds to promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold
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Competitive Parity Budgeting
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involves allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share. Also called matching competitors or share of market.
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All-you-can-afford Budgeting
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involves allocating funds to promotion only after all other budget items are covered
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Objective and Task Budgeting
answer
involves allocating funds to promotion whereby the company -- 1. determines its promotion objective 2. outlines the task to accomplish these objectives 3. determines the promotion cost of performing these tasks
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Developing the IMC Program
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1. Selecting the right promotional tools 2. Designing the promotion 3. Scheduling the promotion
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Executing and Assessing the Promotion Program
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1. IMC Audit 2. Pretesting 3. Posttesting
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IMC Audit
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Analyze internal communication network of the company
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Pretesting
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before design used to allow for changes and modifications that improve its effectiveness
question
Posttesting
answer
recommended to evaluate the impact of each promotion and the contribution of the promotion toward achieving the program objectives
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question
Integrated Marketing Communications (IMC)
answer
the concept of designing marketing communications programs that coordinate all promotional activities -- advertising, personal selling, sales promotion, public relations, and direct marketing -- to provide a consistent message across all audiences
question
Promotional Mix
answer
Inform prospective buyers, Persuade them to try, Remind them of the benefits.
question
Promotional Elements
answer
Advertising, Personal selling, Public relations, Sales promotion, Direct marketing
question
Advertising
answer
any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor. a. easy to reach a large audience. b. paid by company (less credible) c. high costs d. no feedback.
question
Personal Selling
answer
the two-way flow of communication between a buyer and seller designed to influence a person's or group's purchase decision. a. good feedback b. selective audience c. persuasive d. can convey complex info e. expensive per exposure f. may differ across sales people
question
Public Relations
answer
a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services. a. not paid by company-- most credible b. hard to get the media to cooperate
question
Sales Promotion
answer
a short-term inducement of value offered to arouse interest in buying a good or service. a. changes behavior b. flexible c. easily duplicated d. can lead to wars.
question
Direct Marketing
answer
uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet. a. messages can be prepared quickly b. maintains relationship with customer c. low response rate d. managing databases costly
question
Three Product Characteristics
answer
Complexity, Risk, Ancillary Services
question
Complexity
answer
the technical sophistication of the product and hence the amount of understanding needed to use it.
question
Risk
answer
for the buyer, the financial, social, and physical risks
question
Ancillary Services
answer
pertain to the degree of service or support required after the sale
question
Two Channel Strategies
answer
Push Strategy, Pull Strategy
question
Push Strategy
answer
a. Direct-to-Consumer b. Directing the promotional mix to channel members to gain their cooperation to ordering and stocking the product. c. Personal selling and sales promotions play major roles.
question
Pull Strategy
answer
a. Direct promotional mix at ultimate consumers to encourage them to ask the retailer for a product. b. Direct-to-Consumer c. Common in pharmaceutical companies
question
Promotion Decision Process
answer
Planning, Implementation, Evaluation
question
Planning
answer
Developing the promotion program: 1. identify the target audience 2. specify the objectives 3. set the budget 4. select the right promotional tools 5. design the promotion 6. schedule the promotion
question
Implementation
answer
Executing the promotion program: 1. pretest the promotion 2. carry out the promotion
question
Evaluation
answer
Assessing the promotion program: 1. posttest the program 2. make needed changes
question
Hierarchy of effects
answer
the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action. Five stages: awareness, interest, evaluation, trail, adoption
question
Awareness
answer
the consumer's ability to recognize and remember the product or brand name
question
Interest
answer
an increase in the consumer's desire to learn about some of the features of the product or brand
question
Evaluation
answer
the consumer's appraisal of the product or brand on important attributes
question
Trial
answer
the consumer's actual first purchase and the use of the product or brand
question
Adoption
answer
through a favorable experience on the first trial, the consumer's repeated purchase and use of the product or brand
question
Promotion Objectives have what three important qualities?
answer
1. be designed for a well-defined target audience 2. be measurable 3. cover a specified time period
question
Percentage of Sales Budgeting
answer
involves allocating funds to promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold
question
Competitive Parity Budgeting
answer
involves allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share. Also called matching competitors or share of market.
question
All-you-can-afford Budgeting
answer
involves allocating funds to promotion only after all other budget items are covered
question
Objective and Task Budgeting
answer
involves allocating funds to promotion whereby the company -- 1. determines its promotion objective 2. outlines the task to accomplish these objectives 3. determines the promotion cost of performing these tasks
question
Developing the IMC Program
answer
1. Selecting the right promotional tools 2. Designing the promotion 3. Scheduling the promotion
question
Executing and Assessing the Promotion Program
answer
1. IMC Audit 2. Pretesting 3. Posttesting
question
IMC Audit
answer
Analyze internal communication network of the company
question
Pretesting
answer
before design used to allow for changes and modifications that improve its effectiveness
question
Posttesting
answer
recommended to evaluate the impact of each promotion and the contribution of the promotion toward achieving the program objectives