16 Questions
What is the specific blend of promotion tools that a company uses to persuasively communicate customer value and build customer relationships?
Promotional Mix
Which promotional tool involves any paid form of nonpersonal presentation by an identified sponsor?
Advertising
Which promotional tool involves short-term incentives to encourage sales, such as discounts and coupons?
Sales Promotion
What type of marketing communication involves building good relations with publics to obtain favorable unpaid publicity and handle unfavorable rumors and events?
Public Relations
What is the new marketing communications model that reflects changes in consumer behavior and marketing strategies?
Integrated Marketing Communications
Which promotional tool involves direct communications with individuals to obtain an immediate response and build lasting customer relationships?
Direct/Digital Marketing
What is Adidas using to engage its younger consumers?
Digital channels
In the new marketing communications model, what are marketers shifting larger portions of their budgets away from?
Old-media mainstays
What do many marketers now view themselves more broadly as, due to the blurring lines between traditional advertising and new digital content?
Content marketing managers
What does integrated marketing communications (IMC) involve?
Carefully integrating and coordinating the company’s many communications channels
What does the term 'encoding' represent in the communication process?
The conversion of sender’s message in a form that can be understood
What is the role of the 'Receiver' in the communication process?
The person to whom a message is directed
What does 'Feedback' refer to in the communication process?
Part of the receiver’s response that is communicated back to the sender
What is 'Noise' in the context of communication?
Any sort of interference that affects the message being sent, received, or understood
What does 'Media(channel)' represent in the communication process?
The medium, passage or route through which encoded message is passed by the sender to the receiver
What is 'Decoding' in the communication process?
The process of interpreting the message by the receiver
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.
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.
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