Podcast
Questions and Answers
What is the primary focus of Customer Service?
What is the primary focus of Customer Service?
- Sales forecasting
- Pre-purchase support
- Product development
- Post-purchase support (correct)
Which factor is NOT considered during internal analysis for Integrated Marketing Communication planning?
Which factor is NOT considered during internal analysis for Integrated Marketing Communication planning?
- Size of target markets (correct)
- Successes and failures of past programs
- Capabilities of the firm
- Organization of the promotional department
What does External analysis consider in Integrated Marketing Communication planning?
What does External analysis consider in Integrated Marketing Communication planning?
- Review of past programs
- Strengths and weaknesses of the product
- Organizational capabilities
- Credibility of tools to the buyer (correct)
During Integrated Marketing Communication planning, what is important when selecting the message content?
During Integrated Marketing Communication planning, what is important when selecting the message content?
In setting objectives for Integrated Marketing Communication, what should be considered?
In setting objectives for Integrated Marketing Communication, what should be considered?
What does External analysis take into account when evaluating Integrated Marketing Communication channels?
What does External analysis take into account when evaluating Integrated Marketing Communication channels?
What is the first step in the radio advertisement production process?
What is the first step in the radio advertisement production process?
Which technique involves an announcer or personality delivering the entire script?
Which technique involves an announcer or personality delivering the entire script?
What quality makes a radio advertisement more effective according to the text?
What quality makes a radio advertisement more effective according to the text?
What is the primary purpose of Integrated Marketing Communications (IMC)?
What is the primary purpose of Integrated Marketing Communications (IMC)?
Which technique involves a dialogue reenacting a true-to-life scene with a possible solution being the advertised product or service?
Which technique involves a dialogue reenacting a true-to-life scene with a possible solution being the advertised product or service?
Which of the following is NOT considered a non-personal communication channel?
Which of the following is NOT considered a non-personal communication channel?
What is the final step in the radio advertisement production process?
What is the final step in the radio advertisement production process?
What is the primary goal of advertising as a marketing communication tool?
What is the primary goal of advertising as a marketing communication tool?
Which technique involves an actual customer being interviewed by the announcer?
Which technique involves an actual customer being interviewed by the announcer?
Which of the following is NOT a type of non-personal communication channel mentioned in the text?
Which of the following is NOT a type of non-personal communication channel mentioned in the text?
What is the purpose of personal communication channels?
What is the purpose of personal communication channels?
Which of the following is NOT listed as an element of Integrated Marketing Communication (IMC) strategy?
Which of the following is NOT listed as an element of Integrated Marketing Communication (IMC) strategy?
What is the primary task involved in editing as part of post-production?
What is the primary task involved in editing as part of post-production?
When buying television time, what is the first step advertisers typically take?
When buying television time, what is the first step advertisers typically take?
Which of the following can assist advertisers in buying television time?
Which of the following can assist advertisers in buying television time?
What is the purpose of reviewing affidavits of performance in the process of buying television time?
What is the purpose of reviewing affidavits of performance in the process of buying television time?
Which of the following is NOT listed as a step in the advertisement production process?
Which of the following is NOT listed as a step in the advertisement production process?
What type of radio broadcasting is represented by the abbreviation 'FM'?
What type of radio broadcasting is represented by the abbreviation 'FM'?
What is the main purpose of reminder advertising?
What is the main purpose of reminder advertising?
According to the passage, which of the following is not a way that markets can be segmented?
According to the passage, which of the following is not a way that markets can be segmented?
What is the meaning of the Latin word 'adverte' from which the word 'advertising' is derived?
What is the meaning of the Latin word 'adverte' from which the word 'advertising' is derived?
According to the passage, what does advertising make possible?
According to the passage, what does advertising make possible?
What does the quote from Mark Twain suggest about the power of advertising?
What does the quote from Mark Twain suggest about the power of advertising?
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Study Notes
Customer Service and IMC
- Customer service is the support offered to customers before and after they buy and use products or services to ensure an easy and enjoyable experience.
- IMC (Integrated Marketing Communication) merges various marketing collateral and channels to deliver one dependable message, helping organizations coordinate their messages to build their brand and develop strong customer relationships.
Planning and Measuring IMC Success
- Reviewing the marketing plan involves internal analysis of the firm's capabilities, organizational structure, and past program successes and failures.
- External analysis involves analyzing the product's life cycle stage, target audience, market segments, positioning strategies, competitors, and market size.
Effective Communication with Customers
- Effective ways to communicate with customers include social media, email, website, phone technology, and text messaging.
- IMC helps improve the quality of customer service and informs, persuades, and reminds consumers about products or services.
Communication Channels
- Personal communication channels involve face-to-face or phone interactions.
- Non-personal communication channels include advertising, sales promotion, events, and public relations.
Advertising
- Advertising aims to sell a product or service to a target audience.
- Objectives of advertising include informing, persuading, and reminding consumers about products or services.
- Advertising can be classified into informative, persuasive, and reminder advertising.
Advertising Techniques and Production
- Radio advertising involves scriptwriting, selecting a musical director, recording music and sound, and combining musical scoring with voices.
- Common techniques in radio ad production include straight announcer, two-announcer, announcer-actor, slice-of-life, jingle-announcer, and customer interview techniques.
Television Advertising
- Buying television time involves determining available programs and rates, evaluating program ratings, negotiating prices, determining reach and frequency, and reviewing affidavits of performance.
- Assistance for buying services can be provided by advertising agencies or media-buying agencies.
Advertising Media and Production
- Broadcast advertising includes radio and television advertising.
- Steps in advertisement production include scriptwriting, selecting a producer or agency, preparing a bill of materials, selecting a recording studio, selecting talents, and recording.
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