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Questions and Answers
What is the key factor in acquiring new customers according to the text?
Which element of the promotion mix involves a paid personal communication between a salesperson and a customer?
What is the main purpose of product placements according to the text?
Which element of the promotion mix is changing to cater to smaller, more personalized audiences according to the text?
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What is the primary purpose of publicity according to the text?
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Integrated marketing communication includes only formal methods of communication
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Word-of-mouth communication is more effective for inexpensive products
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Buzz marketing and viral marketing are not effective strategies for sharing a marketer's message
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What are the four elements of the promotion mix mentioned in the text?
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What are the informal methods of communication considered in integrated marketing communication?
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What are the strategies mentioned for getting consumers to share a marketer's message?
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Personal selling involves a paid personal communication between a salesperson and a ______ that seeks to inform customers and persuade them to purchase products
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Public relations is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its ______
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Word-of-mouth is most effective for new-to-market and more expensive ______
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Study Notes
Integrated Marketing Communications
- Integrated marketing communications (IMC) is the coordination of various marketing efforts to achieve maximum informational and persuasive impact on customers.
- IMC involves synchronizing promotion elements, such as mass media advertising, database marketing, marketing analytics, and digital media, to send a consistent message.
- This helps improve the efficiency and effectiveness of promotion budgets.
Challenges of IMC
- Integrating and customizing marketing communications while protecting customer privacy has become a major challenge due to dynamic technology and customer interests.
Communication Process
- The communication process involves a source encoding a message to a receiver, who then decodes it and provides feedback.
- Noise can reduce the clarity and accuracy of the message, so the source must consider characteristics of the receiver and use a suitable communications channel to ensure the message is received.
Promotion
- Promotion is a form of communication used to inform and persuade one or more audiences in order to build and maintain relationships.
- Organizations use promotion to increase awareness of their brands, products, images, operational characteristics, and more.
- Promotion can also be used to:
- Stimulate primary or selective demand
- Differentiate products from competitors
- Increase the number of product uses
Promotion Mix
- The promotion mix includes:
- Advertising (paid, non-personal communication about an organization and its products transmitted to a target audience through mass media)
- Personal selling (paid personal communication between a salesperson and a customer that seeks to inform customers and persuade them to purchase products)
- Sales promotion (an activity or material that acts as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or customers)
- Public relations (a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders)
Influencing Factors
- The size of an organization's promotional budget, its promotional objectives, and its policies all influence the promotional mix elements that are chosen.
- When selecting the elements of a promotion mix, marketers consider:
- Characteristics of the product
- Cost and availability of promotional methods
- 'Push' and 'pull' channel policies
Word-of-Mouth Communication
- Word-of-mouth communication is an informal, personal exchange of communication between customers that involves discussing products, brands, and companies.
- It has been identified as a key factor in acquiring new customers, and effective marketers often attempt to identify opinion leaders and encourage them to try their products.
- Word-of-mouth communication is most effective for new-to-market and more expensive products.
Product Placements
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Product placements involve the strategic placement of products or product promotions within entertainment media content.
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It has become a successful method of reaching consumers.### Promotional Mix
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The promotional mix consists of four elements: advertising, personal selling, sales promotion, and public relations.
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The size of an organization's promotional budget, its promotional objectives, and its policies all influence the promotional mix elements that are chosen.
Advertising
- Advertising is a paid, non-personal communication about an organization and its products transmitted to a target audience through mass media.
- It is changing to cater to smaller, more personalized audiences and is used to promote goods, services, ideas, issues, and people.
Personal Selling
- Personal selling involves a paid personal communication between a salesperson and a customer that seeks to inform customers and persuade them to purchase products.
- It is used to build and maintain relationships with customers.
Sales Promotion
- Sales promotion is an activity or material that acts as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or customers.
- It includes free samples, coupons, test drives, or limited free-use offers, contests, and games.
Public Relations
- Public relations is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders.
- It includes components such as publicity and event sponsorships.
Word-of-Mouth Communication
- Word-of-mouth communication is an informal, personal exchange of communication between customers that involves discussing products, brands, and companies.
- It is a key factor in acquiring new customers, and effective marketers often attempt to identify opinion leaders and encourage them to try their products.
- Electronic word-of-mouth communication takes place through websites, blogs, emails, social networks, and online forums.
Product Placements
- Product placements involve the strategic placement of products or product promotions within entertainment media content.
- It has become a successful method of reaching consumers.
Integrated Marketing Communications
- Integrated marketing communications is the coordination of various marketing efforts to achieve maximum informational and persuasive impact on customers.
- It includes synchronizing promotion elements, such as mass media advertising, database marketing, marketing analytics, and digital media, to send a consistent message.
- It helps improve the efficiency and effectiveness of promotion budgets.
Challenges of Integrated Marketing Communications
- Integrating and customizing marketing communications while protecting customer privacy has become a major challenge due to increasingly dynamic technology and customer interests.
- Noise can reduce the clarity and accuracy of the message, so the source must consider characteristics of the receiver and use a suitable communications channel to ensure the message is received.
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Description
Test your knowledge of integrated marketing communications with this quiz on coordinating various marketing efforts, promotion elements, mass media advertising, database marketing, marketing analytics, and digital media to send a consistent message to customers.
