29 Questions
What is the primary focus of Customer Service?
Post-purchase support
Which factor is NOT considered during internal analysis for Integrated Marketing Communication planning?
Size of target markets
What does External analysis consider in Integrated Marketing Communication planning?
Credibility of tools to the buyer
During Integrated Marketing Communication planning, what is important when selecting the message content?
Message structure
In setting objectives for Integrated Marketing Communication, what should be considered?
Organization's financial resources
What does External analysis take into account when evaluating Integrated Marketing Communication channels?
Geographical spread of target markets
What is the first step in the radio advertisement production process?
The producer or agency selects a musical director and background music.
Which technique involves an announcer or personality delivering the entire script?
Straight announcer technique
What quality makes a radio advertisement more effective according to the text?
Simplicity
What is the primary purpose of Integrated Marketing Communications (IMC)?
To merge various marketing channels into a consistent message
Which technique involves a dialogue reenacting a true-to-life scene with a possible solution being the advertised product or service?
Slice-of-life technique
Which of the following is NOT considered a non-personal communication channel?
Personal selling
What is the final step in the radio advertisement production process?
The advertisement is now ready on the air!
What is the primary goal of advertising as a marketing communication tool?
To build brand awareness and promote products or services
Which technique involves an actual customer being interviewed by the announcer?
Customer interview technique
Which of the following is NOT a type of non-personal communication channel mentioned in the text?
Social media
What is the purpose of personal communication channels?
To facilitate two-way communication between the company and customers
Which of the following is NOT listed as an element of Integrated Marketing Communication (IMC) strategy?
Product development
What is the primary task involved in editing as part of post-production?
Selecting and arranging scenes in proper order
When buying television time, what is the first step advertisers typically take?
Determine available programs and rates
Which of the following can assist advertisers in buying television time?
Advertising agencies or media-buying agencies
What is the purpose of reviewing affidavits of performance in the process of buying television time?
To ensure the commercials ran as agreed upon
Which of the following is NOT listed as a step in the advertisement production process?
Conducting market research
What type of radio broadcasting is represented by the abbreviation 'FM'?
Frequency Modulation
What is the main purpose of reminder advertising?
To keep a product or service top-of-mind with the public
According to the passage, which of the following is not a way that markets can be segmented?
By income level
What is the meaning of the Latin word 'adverte' from which the word 'advertising' is derived?
To turn the attention
According to the passage, what does advertising make possible?
Mass selling
What does the quote from Mark Twain suggest about the power of advertising?
Advertising can make small things seem large
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.
Test your knowledge on planning, measuring, and budgeting for successful integrated marketing communication. Explore topics such as internal analysis, promotional department organization, and reviewing marketing plan outcomes.
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