Podcast
Questions and Answers
What is the specific blend of promotion tools that a company uses to persuasively communicate customer value and build customer relationships?
What is the specific blend of promotion tools that a company uses to persuasively communicate customer value and build customer relationships?
- Direct/Digital Marketing
- Integrated Marketing Communications
- Promotional Mix (correct)
- Marketing Mix
Which promotional tool involves any paid form of nonpersonal presentation by an identified sponsor?
Which promotional tool involves any paid form of nonpersonal presentation by an identified sponsor?
- Public Relations
- Sales Promotion
- Advertising (correct)
- Personal Selling
Which promotional tool involves short-term incentives to encourage sales, such as discounts and coupons?
Which promotional tool involves short-term incentives to encourage sales, such as discounts and coupons?
- Personal Selling
- Sales Promotion (correct)
- Advertising
- Public Relations
What type of marketing communication involves building good relations with publics to obtain favorable unpaid publicity and handle unfavorable rumors and events?
What type of marketing communication involves building good relations with publics to obtain favorable unpaid publicity and handle unfavorable rumors and events?
What is the new marketing communications model that reflects changes in consumer behavior and marketing strategies?
What is the new marketing communications model that reflects changes in consumer behavior and marketing strategies?
Which promotional tool involves direct communications with individuals to obtain an immediate response and build lasting customer relationships?
Which promotional tool involves direct communications with individuals to obtain an immediate response and build lasting customer relationships?
What is Adidas using to engage its younger consumers?
What is Adidas using to engage its younger consumers?
In the new marketing communications model, what are marketers shifting larger portions of their budgets away from?
In the new marketing communications model, what are marketers shifting larger portions of their budgets away from?
What do many marketers now view themselves more broadly as, due to the blurring lines between traditional advertising and new digital content?
What do many marketers now view themselves more broadly as, due to the blurring lines between traditional advertising and new digital content?
What does integrated marketing communications (IMC) involve?
What does integrated marketing communications (IMC) involve?
What does the term 'encoding' represent in the communication process?
What does the term 'encoding' represent in the communication process?
What is the role of the 'Receiver' in the communication process?
What is the role of the 'Receiver' in the communication process?
What does 'Feedback' refer to in the communication process?
What does 'Feedback' refer to in the communication process?
What is 'Noise' in the context of communication?
What is 'Noise' in the context of communication?
What does 'Media(channel)' represent in the communication process?
What does 'Media(channel)' represent in the communication process?
What is 'Decoding' in the communication process?
What is 'Decoding' in the communication process?
Study Notes
Promotional Tools
- A company's blend of promotional tools is used to persuasively communicate customer value and build customer relationships.
- Advertising involves any paid form of nonpersonal presentation by an identified sponsor.
- Sales promotion involves short-term incentives to encourage sales, such as discounts and coupons.
Public Relations
- Public relations involves building good relations with publics to obtain favorable unpaid publicity and handle unfavorable rumors and events.
New Marketing Communications Model
- The new marketing communications model reflects changes in consumer behavior and marketing strategies.
- Marketers are shifting larger portions of their budgets away from traditional advertising towards digital content.
Direct Marketing
- Direct marketing involves direct communications with individuals to obtain an immediate response and build lasting customer relationships.
Adidas Marketing Strategy
- Adidas uses social media influencers to engage its younger consumers.
Integrated Marketing Communications (IMC)
- IMC involves consistently communicating a message across all promotional tools to build strong customer relationships.
Communication Process
- Encoding represents the process of converting a message into a form that can be transmitted.
- The receiver's role is to interpret and understand the message.
- Feedback refers to the response or reaction of the receiver to the message.
- Noise refers to any external factors that can disrupt the communication process.
- Media (channel) represents the method used to convey the message.
- Decoding is the process of translating the message back into a form that can be understood.
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Description
Test your knowledge of integrated marketing communication strategy with this quiz based on principles of marketing, Chapter 5. Explore the use of promotion mix and promotional tools to communicate customer value and build customer relationships.
