Marketing Communication Strategy Chapter 11

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Questions and Answers

Explain the difference between interpersonal communication and mass communication in the context of the marketing process.

Interpersonal communication involves two or more people, whereas mass communication targets large audiences.

What is the primary purpose of sales promotion, and how does it differ from personal selling?

The primary purpose of sales promotion is to stimulate immediate demand, which differs from personal selling that involves influencing consumer decisions in a purchaser situation.

Describe Integrated Marketing Communication (IMC) and explain its significance in the marketing process.

Integrated Marketing Communication (IMC) is the method of carefully coordinating all marketing activities to ensure a consistent message is communicated.

In the context of marketing communication, what are the stages of consumer involvement identified by AIDA?

The stages are Awareness, Interest, Desire, and Action. Signup and view all the answers

How does personal selling play a role within the AIDA model in marketing communication?

Personal selling helps to create awareness, generate interest, build desire, and prompt action. Signup and view all the answers

What are the main objectives of an overall marketing strategy?

Objectives, Strategies, Tactics, Evaluation Signup and view all the answers

What does the acronym AID stand for in marketing communication?

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

Define the term 'target market' in marketing communication.

A group of people (customers) to whom a company's marketing efforts are directed. Signup and view all the answers

What are the major tactics included in the marketing communication mix?

Products, Prices, Production, Place, Public Relations Signup and view all the answers

Describe the focus of public relations in marketing.

The practice of managing the spread of information between an organization and the public. Signup and view all the answers

Give three examples of marketing techniques that fall under marketing communication.

Advertising, Sales promotions, Public relations Signup and view all the answers

What is a 'communication plan' in the context of marketing communication?

A strategic document that outlines the goals, strategies, and tactics for promoting a product or service. Signup and view all the answers

In marketing communication, what role does increasing brand awareness play?

It helps in making more people aware of a brand, which can lead to increased sales and brand loyalty. Signup and view all the answers

What factors should be considered when analyzing market characteristics for a successful marketing communication plan?

Market size, growth rate, market trends, and competitive landscape. Signup and view all the answers

How do push and pull strategies differ in their approach to influencing consumer behavior?

Push strategies focus on promoting products to intermediaries, while pull strategies aim to create demand directly from consumers. Signup and view all the answers

What are the key elements to include when developing a marketing communication budget?

Projected costs for different communication activities, allocation of resources, cost-benefit analysis, and contingency funds. Signup and view all the answers

What steps are involved in analyzing the market as part of a marketing communication plan?

Conducting market research, evaluating consumer behavior, identifying market trends, and assessing the competitive environment. Signup and view all the answers

Why is it essential to set specific marketing communication objectives, and how should they be formulated?

Marketing communication objectives should be specific to provide clear direction; they should be formulated using the SMART criteria—Specific, Measurable, Achievable, Relevant, and Time-bound. Signup and view all the answers

What is the third step in the purchase-decision process and why is it critical for consumer engagement?

Liking Signup and view all the answers

How does the nature of the product influence the marketing communication mix?

The nature of the product determines the type of marketing communication tools that will be most effective, such as personal selling for complex products requiring explanation, or advertising for simple, low-cost items. Signup and view all the answers

Explain why identifying the target audience is a crucial step in developing a marketing communication plan.

Identifying the target audience ensures that marketing messages are tailored to the specific needs, preferences, and behaviors of the intended consumers, optimizing the effectiveness of the communication strategy. Signup and view all the answers

What role do push and pull strategies play in the marketing communication mix, and how are they different?

Push strategies involve promoting products by pushing them to consumers through distribution channels, while pull strategies create demand by encouraging consumers to seek out the product. Both play roles in influencing and driving consumer purchase behaviors. Signup and view all the answers

Why is analyzing the market an essential first step in the development of a marketing communication plan?

Analyzing the market allows firms to understand market conditions, identify opportunities and threats, and better position their products to meet consumer needs. This foundational knowledge is critical for developing effective communication strategies. Signup and view all the answers

Explain the role of Integrated Marketing Communication (IMC) in ensuring cohesive marketing strategies.

Integrated Marketing Communication (IMC) coordinates all marketing activities to ensure consistency in messaging and branding across all channels. Signup and view all the answers

Describe the AIDA model and its relevance in consumer involvement in marketing communications.

The AIDA model involves four stages: Attention, Interest, Desire, and Action, which represent the steps a consumer goes through in the buying process. Signup and view all the answers

Differentiate between interpersonal and mass communication in the context of the marketing process.

Interpersonal communication involves direct interaction between two or more people, while mass communication targets large audiences using media platforms. Signup and view all the answers

Identify and explain the three phases of consumer response to a marketing message as described in the sequence.

The three phases are Cognitive (thinking), Affective (emotions), and Conative (doing-action), which represent how consumers process, feel, and act on marketing messages. Signup and view all the answers

What is the primary function of sales promotions in marketing, and how does it differ from other marketing tools?

The primary function of sales promotions is to increase short-term demand by offering incentives such as discounts or special offers. Signup and view all the answers

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