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Questions and Answers
What is the primary purpose of effective marketing communication?
What is the primary purpose of effective marketing communication?
Which key element is crucial in determining the marketer's strategies?
Which key element is crucial in determining the marketer's strategies?
What should marketers establish to influence brand purchase intention?
What should marketers establish to influence brand purchase intention?
What type of strategy involves determining how to convey the message?
What type of strategy involves determining how to convey the message?
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Why is it essential to evaluate advertising effectiveness?
Why is it essential to evaluate advertising effectiveness?
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What should companies consider when deciding on their marketing communications budget?
What should companies consider when deciding on their marketing communications budget?
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Which of the following is NOT one of the eight major modes of communication?
Which of the following is NOT one of the eight major modes of communication?
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Which channel of communication is described as being crucial for delivering a message?
Which channel of communication is described as being crucial for delivering a message?
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What is a significant advantage for small-share competitors when they focus on sales promotions?
What is a significant advantage for small-share competitors when they focus on sales promotions?
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Why do dominant market leader brands offer consumer promotions less frequently?
Why do dominant market leader brands offer consumer promotions less frequently?
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What characteristic of digital coupons is highlighted as a rapidly expanding area in sales promotions?
What characteristic of digital coupons is highlighted as a rapidly expanding area in sales promotions?
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What is one of the objectives of sponsoring events for marketers?
What is one of the objectives of sponsoring events for marketers?
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How do sponsors benefit from sustained exposure during an event like the World Cup?
How do sponsors benefit from sustained exposure during an event like the World Cup?
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Which of these is NOT a common reason for marketers to sponsor events?
Which of these is NOT a common reason for marketers to sponsor events?
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What demographic does Old Spice primarily target through its sponsorship of events?
What demographic does Old Spice primarily target through its sponsorship of events?
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What aspect of events helps in creating or strengthening brand image?
What aspect of events helps in creating or strengthening brand image?
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What is a primary task of PR professionals concerning media?
What is a primary task of PR professionals concerning media?
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How can company executives enhance the company's image?
How can company executives enhance the company's image?
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What role does visual identity play for a company?
What role does visual identity play for a company?
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What is one of the benefits of using MPR over traditional advertising?
What is one of the benefits of using MPR over traditional advertising?
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Which of the following is a common measure of MPR effectiveness?
Which of the following is a common measure of MPR effectiveness?
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How can MPR contribute to sales enthusiasm?
How can MPR contribute to sales enthusiasm?
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What is a challenge regarding MPR's contribution to business performance?
What is a challenge regarding MPR's contribution to business performance?
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What type of activities can build a company's goodwill?
What type of activities can build a company's goodwill?
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What is one main reason Toyota Tundra sponsors events like BASS fishing tournaments?
What is one main reason Toyota Tundra sponsors events like BASS fishing tournaments?
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How does Visa benefit from its Olympic sponsorship?
How does Visa benefit from its Olympic sponsorship?
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Which of the following is a strategy used by cause-related marketing?
Which of the following is a strategy used by cause-related marketing?
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What effect did the product placements of Audi models in Iron Man 2 have on the brand?
What effect did the product placements of Audi models in Iron Man 2 have on the brand?
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What is one potential disadvantage of event sponsorship mentioned?
What is one potential disadvantage of event sponsorship mentioned?
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How do companies like PLDT-Smart Philippines use sponsorship to reward key employees?
How do companies like PLDT-Smart Philippines use sponsorship to reward key employees?
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What promotional strategy is used by marketers in conjunction with event sponsorship?
What promotional strategy is used by marketers in conjunction with event sponsorship?
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What is a benefit of sponsorship mentioned in relation to emotional connections?
What is a benefit of sponsorship mentioned in relation to emotional connections?
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What is the primary goal of public relations activities?
What is the primary goal of public relations activities?
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Which of the following is NOT one of the five main functions of public relations?
Which of the following is NOT one of the five main functions of public relations?
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How does marketing public relations (MPR) differ from general public relations?
How does marketing public relations (MPR) differ from general public relations?
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What is one example of how MPR has been effectively used in the past?
What is one example of how MPR has been effectively used in the past?
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Which of the following best describes the role of lobbying in public relations?
Which of the following best describes the role of lobbying in public relations?
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What type of products has MPR been used to effectively build interest in?
What type of products has MPR been used to effectively build interest in?
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In public relations, what is the counseling function primarily concerned with?
In public relations, what is the counseling function primarily concerned with?
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What is the significance of product publicity in public relations?
What is the significance of product publicity in public relations?
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What is the primary purpose of sales promotion?
What is the primary purpose of sales promotion?
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Why do brands in commodity-like product classes require heavy advertising?
Why do brands in commodity-like product classes require heavy advertising?
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What effect do sales promotions typically have in markets with high brand similarity?
What effect do sales promotions typically have in markets with high brand similarity?
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What is a significant challenge brands face in cluttered markets?
What is a significant challenge brands face in cluttered markets?
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Which of the following is NOT a characteristic of advertising compared to sales promotion?
Which of the following is NOT a characteristic of advertising compared to sales promotion?
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How does advertising frequency impact a brand's advertising budget?
How does advertising frequency impact a brand's advertising budget?
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Which of the following is an example of a sales promotion tactic?
Which of the following is an example of a sales promotion tactic?
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What is a potential consumer behavior change as a result of sales promotions?
What is a potential consumer behavior change as a result of sales promotions?
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Study Notes
Managing Advertising and Sales Promotions
- Modern marketing requires effective communication with customers, stakeholders, and the public.
- Effective communication engages, excites, persuades, and creates memorable experiences.
- Ideal marketing communication involves identifying the target audience, setting objectives, designing communications, selecting channels, deciding on media and establishing a budget.
- Target audience significantly impacts communication decisions (what, how, when, and to whom).
- Clear communication objectives are needed to build brand awareness, establish needs and influence purchase intent.
- Message strategy, creative strategy, and message source are vital communication aspects.
- Choosing the right communication channels, whether personal or non-personal, is crucial for success.
- Marketing budgets should be tailored to product and market needs, with considerations for less channel support or program changes.
- Media comprises eight key modes: advertising, sales promotion, public relations, publicity, events, direct marketing, interactive marketing, and personal selling.
- Advertising effectiveness is measured by its impact on customer's psychological and emotional buying decisions.
Advertising
- Advertising is a paid form of non-personal communication, frequently cost-effective.
- Clear identification of the target market and buyer motives are essential for developing an effective advertising program.
- The "Five Ms" of advertising decision-making are Mission, Money, Message, Media, and Measurement.
- Mission refers to advertising objectives.
- Money encompasses spending and allocation across different media.
- Message outlines the ad campaign's content.
- Media involves the choice of effective communication channels.
- Measurement concerns assessing the advertising campaign's outcomes.
Setting Advertising Objectives
- Advertising objectives must flow from target market, brand positioning, and overall marketing program decisions.
- Advertising objectives are specific communication tasks, audience segments, and specific time periods.
- Specific objectives, like stimulating more usage or establishing brand superiority, must come from clear marketing analysis.
Classifications of Advertising Objectives
- Informative advertising builds awareness and knowledge of new products or features.
- Persuasive advertising aims to increase liking, preference, and purchase of a product or service, sometimes through explicit comparisons.
- Reminder advertising encourages repeat purchases.
- Reinforcement advertising affirms the customer made the right purchase decision.
Deciding on an Advertising Budget
- Advertising budget decisions consider product life cycle stage, market share, competition, and consumer base needs.
- High-market-share brands may need less advertising expense.
- Competition and clutter can justify larger budgets to be heard.
- Frequency and product substitutability also influence budget considerations.
Sales Promotion
- Sales promotion is a temporary strategy to increase interest or demand, often more budget-friendly than advertising.
- Sales promotions can include samples, coupons, discounts, and other incentives.
- Sales promotions in highly similar brands can impact short-term sales but not necessarily long-term brand loyalty.
Events and Experiences
- Events can positively impact organizers, communities, participants, spectators, sponsors, and media.
- Sponsoring events can align with target market, enhance brand image, express social commitment, and entertain key personnel.
Managing Integrated Marketing Communications
- Integrated marketing communications ensure consistent brand messaging across all channels, building a recognizable brand image for existing and potential customers.
Public Relations
- Public relations (PR) involves building relationships and managing a positive image, including dealing with potential conflicts or negative publicity.
- PR activities cover press relations, product publicity, corporate communications, lobbying, and counseling.
- Marketing public relations supports corporate and product promotion through various activities, like launching new products and repositioning mature products.
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Description
Explore the essential elements of advertising and sales promotions. This quiz covers effective communication strategies, target audience identification, and the importance of tailored marketing budgets. Test your knowledge on crafting memorable marketing experiences and selecting the right channels for success.
