Unit 8 Integrated Marketing Communications

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Questions and Answers

What distinguishes contests from sweepstakes?

Sweepstakes involve an entry from the consumer.

Contests require submission of names for a drawing.

Contests require an entry by the consumer. (correct)

Sweepstakes are based on a level of effort from participants.

Which of the following is NOT a major tool for Trade Promotions?

Specialty advertising

Free goods

Sales contests (correct)

Discounts

What is a primary benefit of direct and digital marketing for consumers?

Immediate interaction with sellers (correct)

Longer response times

Increased promotional costs

Limited access to product information

How does event marketing typically function?

Through sponsoring events created by others. Signup and view all the answers

What is a characteristic of the new direct marketing model exemplified by companies like Expedia Group?

Focus on building lasting customer relationships. Signup and view all the answers

What is the main purpose of advertising in the promotion mix?

To provide a nonpersonal presentation of ideas, goods, or services Signup and view all the answers

Which of the following is NOT a component of the promotion mix?

Market segmentation Signup and view all the answers

What does the AIDA model stand for in marketing communications?

Attention, Interest, Desire, Action Signup and view all the answers

How do marketers view themselves in relation to content marketing?

As content marketing managers who curate and inspire various content Signup and view all the answers

What is a key characteristic of integrated marketing communications (IMC)?

Integrating various channels to provide a consistent message Signup and view all the answers

Which aspect of the marketing communications process involves identifying the target audience?

Developing effective marketing communications Signup and view all the answers

What type of appeal involves relating to the audience's self-interest in the message content?

Rational appeal Signup and view all the answers

What is one major advantage of public relations over advertising?

Stronger impact on public awareness Signup and view all the answers

Which communication method is NOT considered personal selling?

Mass email marketing Signup and view all the answers

What is the purpose of a territorial sales force structure?

To lower sales expenses Signup and view all the answers

Which of the following is used to determine the number of salespeople needed?

Workload approach Signup and view all the answers

Which option best describes the concept of 'reach' in advertising media selection?

The percentage of people in the target market exposed to the ad campaign. Signup and view all the answers

What is meant by the term 'frequency' in the context of advertising media?

The number of times the average person is exposed to the message. Signup and view all the answers

Which of the following accurately defines the outside sales force?

Salespeople who travel to meet customers in their locations Signup and view all the answers

What is a key goal of training salespeople?

Enhancing customer knowledge and selling processes Signup and view all the answers

Which of the following is a step in selecting advertising media?

Evaluating the impact, effectiveness, and cost of specific media vehicles. Signup and view all the answers

What does 'engagement' measure in advertising effectiveness?

Metrics like ratings, readership, listenership, and click-through rates. Signup and view all the answers

What is a disadvantage of poor selection in the recruiting process?

Increased recruiting and training costs Signup and view all the answers

Which of the following best describes team selling?

Teams from various departments collaborate to serve large accounts Signup and view all the answers

What is the primary goal of public relations?

To gain favorable publicity and maintain a good corporate image. Signup and view all the answers

In media planning, what does 'media timing' require consideration of?

Seasonality and real-time responses. Signup and view all the answers

What component is NOT part of the compensation for salespeople?

Profit sharing Signup and view all the answers

Which structure focuses on selling based on product lines?

Product sales force structure Signup and view all the answers

Which of the following is not a major step in advertising media selection?

Evaluating target audience preferences. Signup and view all the answers

What does Return on Investment (ROI) in advertising measure?

The net return on advertising investment divided by the cost of the advertising. Signup and view all the answers

What is involved in lobbying as a public relations activity?

Building relationships with government officials to influence legislation. Signup and view all the answers

What is the primary goal of a sales compensation plan?

To motivate salespeople and direct their activities Signup and view all the answers

What is a benefit of sales force automation systems?

They enable salespeople to work more effectively anytime and anywhere Signup and view all the answers

Which of the following is NOT a method to increase sales morale and performance?

Negative reinforcement Signup and view all the answers

What is the term used for tools that engage customers through online and social media platforms?

Social selling Signup and view all the answers

What do sales quotas specify?

The amount each salesperson should sell and product divisions Signup and view all the answers

Which tool involves offering discounts after a purchase is made?

Rebates Signup and view all the answers

What factor has contributed to the rapid growth of sales promotions?

Increased advertising costs and clutter Signup and view all the answers

Which of the following is a potential effect of digital technologies on salespeople?

Increased productivity and effectiveness Signup and view all the answers

What do consumer samples primarily achieve in a sales promotion strategy?

Encouraging immediate purchases Signup and view all the answers

Which of the following describes 'price packs' in sales promotions?

Offers that provide savings off the regular price Signup and view all the answers

Study Notes

Integrated Marketing Communications

The promotion mix is the blend of tools a company uses to build customer relationships.
Advertising is any paid form of nonpersonal promotion, featuring an identified sponsor. This includes broadcast, print, online, mobile, and outdoor advertising.
Sales promotion involves short-term incentives to encourage purchase or sales. This includes discounts, coupons, displays, and demonstrations.
Personal selling involves direct interaction with customers and sales staff to build relationships and make sales.
Public relations builds good relationships with publics (e.g., customers, investors) to manage corporate image and handle unfavourable issues.
Direct and digital marketing targets specific consumers and communities for an immediate response and lasting relationships.

The New Marketing Communications Model

Consumer and marketing strategies are changing due to digital advances.
Marketers are shifting budgets from traditional media to online, social, and mobile media.
Content marketing is expanding beyond traditional advertising to include creating, sharing, and curating content.
Integrated marketing communications (IMC) coordinates channels for clear, consistent, and impactful messaging.

Developing Effective Marketing Communications

Identify the target audience (demographics, behaviour, etc.).
Determine communication objectives.
Design the message using the AIDA Model (Attention, Interest, Desire, Action).
Message content should relate to the audience's self-interest (rational), or stir up emotional responses (emotional), or appeal to morals (moral).
Choose appropriate media for sending the message (personal or nonpersonal).
Select appropriate sources to communicate the message (e.g., celebrities, professionals).
Collect feedback to evaluate the effect on the target audience.

Advertising Strategy

Advertising strategy aims to accomplish advertising objectives
This consists of creating ad messages, potentially merging ads with entertainment.

Brand Integration and Native Advertising

Brand integrations ('branded entertainment') immerse brands in entertainment content.
Native advertising blends into the platform's content.

Message and Content Strategy

Message strategy is the core message delivered to consumers.
It should support the company positioning and value to consumers.
Creative concepts ensure distinctive and memorable advertising messages.
Message execution translates ideas into format, style, tone (e.g., slice-of-life, lifestyle, musical).

Advertising Media Selection

Select media based on reach (percentage of target exposed), frequency (repeated exposure), and impact (qualitative).
Choose media types based on the message, cost, and ability to reach the target audience, considering seasonality and real-time responses.
Media vehicles are specific media within a category (e.g., television channel).

Evaluating Advertising Effectiveness

Return on investment (ROI) is calculated as net return from advertising, divided by the advertising cost.
Communication effects evaluate if the ad effectively communicates the message.
Sales and profit effects evaluate the long-term impact on sales and profits using comparative data.

Public Relations

Public relations builds positive relationships with various publics (e.g., media, investors).
Activities like press relations, product publicity, and public affairs help manage the organization's image and reputation.
Different public relations techniques target different audiences (investors, members of local communities).

Managing the Sales Force

Sales force management includes analysis, planning, implementation and control of sales activities.
Strategies used to manage sales staff: assigning territories, developing the product knowledge of the sales force to create better relationships.

Sales Promotion

Sales promotion offers short-term incentives to encourage immediate purchase, addressing issues like increased competition and advertising effectiveness.
Major tools include samples, coupons, rebates, price packs, premiums, advertising specialties, point-of-purchase promotions, contests, sweepstakes and games.
Sales promotions for business customers leverage conventions, trade shows, and sales contests.

Direct and Digital Marketing

Direct and digital marketing involves engaging directly with specific consumers for immediate response.
Companies are now using online travel platforms, and websites for this.
The benefits include convenience and access to information.

Online Marketing

Online marketing involves websites, online advertising, and specific promotions.
This includes email, online video and blogs.
Branded community websites create consumer engagement.
Display ads appear across websites during browsing experiences.

Social media provides targeted and personal, interactive, immediate marketing opportunities.
Mobile marketing uses mobile devices for promotions and content delivery.
Both are cost-effective opportunities for immediate, real-time engagement.

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Description

Explore the key components of Integrated Marketing Communications in this quiz. Learn about the promotion mix, advertising, sales promotions, personal selling, and public relations. Test your understanding of how these elements work together in modern marketing strategies.