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

question

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

Get instant access to
all materials

Become a Member