Chapter17 top10 questions_11-1215

TOP 10 Learning Questions for Designing and Managing Integrated Marketing Communication CHAPTER 17 KATHLEEN ANNE MAMARADLO December 15, 2011 http://kathleenmamaradlo.blogspot.com

1. Marketing Communications is considered as which ‘P’ in the Marketing Mix (4Ps)? ,[object Object],[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com

Marketing Communications ,[object Object],http://kathleenmamaradlo.blogspot.com

Marketing Communications ,[object Object],http://kathleenmamaradlo.blogspot.com PROMOTION refers to the ways by which information regarding the product will be communicated to the consumers

2. The following are examples of the Marketing Communications mix except: ,[object Object],[object Object],[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com

Marketing Communications Mix http://kathleenmamaradlo.blogspot.com ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Communications Mix http://kathleenmamaradlo.blogspot.com ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sampling is a method used in market research wherein data is Collected from the target market to gain their insights regarding your product.

3. IMC’s ultimate goal is to build brand equity which is composed of the following except: ,[object Object],[object Object],[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com

IMC builds brands http://kathleenmamaradlo.blogspot.com

IMC builds brands http://kathleenmamaradlo.blogspot.com Brand Barriers refer to the obstacles encountered by a brand in entering the market

4. To ensure understanding between the sender and receiver, the best message ___________ ,[object Object],[object Object],[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com

Elements of the Communication Process http://kathleenmamaradlo.blogspot.com

Elements of the Communication Process Considering the noise, and the fact that how one receiver decodes a message is may be different from another, it can be said that the best message is composed of words/representations that are understandable to both parties. http://kathleenmamaradlo.blogspot.com

5. Considering the communication process, what should the receiver first take note of in preparing his message? ,[object Object],[object Object],[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com

Elements of the Communication Process It’s important to begin with a clear target audience as this will be the basis of the content of the message, how it will be delivered as well as when and where it should be said. http://kathleenmamaradlo.blogspot.com

6. What transpires during the behaviour stage of the Hierarchy of Effects Model? ,[object Object],[object Object],[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com

Response Hierarchy Models http://kathleenmamaradlo.blogspot.com

7. Below are the different considerations in designing the Communications except: ,[object Object],[object Object],[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com

Designing the Communications ,[object Object],[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com

Designing the Communications ,[object Object],[object Object],[object Object],[object Object],Persuasion strategy is not part of the strategies in designing Communications because the ultimate goal is not merely to persuade. Rather, the objective is also to inform and remind them of the product. http://kathleenmamaradlo.blogspot.com

8. For a personal and credible approach, which of the marketing communications below should one use? ,[object Object],[object Object],[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com

Word-of-Mouth ,[object Object],[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com

Word-of-Mouth ,[object Object],[object Object],[object Object],[object Object],Word-of-mouth is considered to be a very personal approach as compared to the other components of the marketing mix because it stresses how great personal influence can be. http://kathleenmamaradlo.blogspot.com

9. For a pervasive and impersonal approach, which of the marketing mix must be used? ,[object Object],[object Object],[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com

Advertising ,[object Object],[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com

Advertising ,[object Object],[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com Advertising is considered to be an impersonal approach as it can reach masses of geographically dispersed buyers at a low cost per Exposure. Due to its public nature, it is more often viewed as more legitimate

10. If the objective is to offer competitive incentives or contributions that give additional value to the customer, which of the following should be used? ,[object Object],[object Object],[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com

Advertising http://kathleenmamaradlo.blogspot.com ,[object Object],[object Object],[object Object],[object Object]

Sales Promotion http://kathleenmamaradlo.blogspot.com ,[object Object],[object Object],[object Object],[object Object],Sales Promotion include different tools such as coupons, contests and Premiums to get the customer’s attention and attract him to purchase.

Chapter17 top10 questions_11-1215

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