Kotler/Keller – Chapter 14: Designing and Managing Integrated Marketing Communications – Flashcards
Unlock all answers in this set
Unlock answersquestion
Identify the 8 major modes of communication used in the marketing communication mix.
answer
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
question
Identify the four major communication functions.
answer
Encoding, Decoding, Response, Feedback
question
Two majors parties in communication model.
answer
sender and receiver
question
The communications process must begin with a clear _____ ______ in mind.
answer
Target Audience
question
Identify the four communication objectives as defined by John Rossiter and Larry Percy.
answer
1. Establish need for category 2. Build brand awareness 3. Build brand attitude 4. Influence Brand purchase intention
question
Define "informational Appeal"
answer
An appeal which elaborates on product or service attributes or benefits (e.g., provides additional information)
question
Define "Transformational Appeal"
answer
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.)
question
Which method of budgeting for marketing communications focuses on achieving a share-of-voice parity with competitors?
answer
Competitive-Parity Method
question
Identify 6 of the 8 communications tools. Marketing Communications Mix.
answer
Advertising, Sales promotion, Events and experiences, Public relations and publicity, Online and social media marketing, Mobile marketing, Direct and database marketing, Personal selling
question
Identify the stage of buyer readiness in which Advertising and Publicity are most effective.
answer
Awareness Stage
question
Identify the stage of buyer readiness in which Sales Promotion is most effective.
answer
Re-order Stage
question
Identify the stage of buyer readiness in which Personal Selling is most effective.
answer
Order Stage
question
Marketing Communications
answer
Means by which firms attempt to inform, persuade, and remind consumers about the products and brands they sell.
question
Advertising
answer
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor via various medias.
question
Sales Promotion
answer
Short term incentives to encourage trial or purchase of a product or service including consumer promotions, and business sales force promotions.
question
Events and experience
answer
company sponsored activities and programs, designed to create brand related interactions with consumers.
question
Public relations + publicity
answer
Programs directed internally to employees of the company or externally to consumers or other entities.
question
Online and social media marketing
answer
Online activies and programs to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales.
question
Mobile marketing
answer
A special form of online marketing that places communications on phone, or tablets.
question
Directs + database marketing
answer
Use of mail, telephone, fax, email or internet to communicate directly with or solicit response with the consumer.
question
Personal selling
answer
Face-to-face interaction with prospective purchasers for the purpose of making presentation, answering, and procuring orders
question
Principle of contgruity
answer
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.
question
Personal communication channels
answer
let two or more personas communicate face to face to audience through phone, surface mail, or email.
question
Integrated marketing communications mix
answer
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.
question
Factors in setting communication mix
answer
Type of product market, consumer readiness, and stage of product life cycle.
question
Steps in Developing Effective Communications
answer
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
