Week 10
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Questions and Answers

What is the main advantage of advertising?

  • It is only used by small businesses.
  • It allows the creation of images and appeals. (correct)
  • It is a one-way communication.
  • It has a limited reach.

    • What is the purpose of a press release?

  • To create a crisis communication plan.
  • To promote a new product only.
  • To create a favourable public image.
  • To spread news about a company or its products. (correct)

    • What is the main disadvantage of advertising?

  • It is expensive.
  • It has a limited reach.
  • It has a short lifespan.
  • It is a one-way communication. (correct)

    • What is the main advantage of public relations?

    <p>It is more credible.</p> Signup and view all the answers

    What is the main goal of crisis communication?

    <p>To respond quickly and honestly to a crisis.</p> Signup and view all the answers

    What is the main advantage of a rational appeal in advertising?

    <p>It provides factual information and reasons why.</p> Signup and view all the answers

    What is the main disadvantage of publicity?

    <p>It has less control.</p> Signup and view all the answers

    What is the purpose of a layout in advertising?

    <p>To physically arrange the ad's illustration and copy.</p> Signup and view all the answers

    What is the main advantage of push strategy in marketing?

    <p>It focuses on channel members.</p> Signup and view all the answers

    What is the main goal of public relations activities?

    <p>To build good relations with the company's various publics.</p> Signup and view all the answers

    What is the primary goal of Integrated Marketing Communications (IMC)?

    <p>To send a consistent message to customers and other stakeholders</p> Signup and view all the answers

    Which of the following is NOT a function of promotion?

    <p>To increase prices</p> Signup and view all the answers

    What is the process of converting meaning into a series of signs or symbols that are meaningful to the intended receiver?

    <p>Encoding process</p> Signup and view all the answers

    What is the term for anything that reduces a communication's clarity and accuracy?

    <p>Noise</p> Signup and view all the answers

    What is the coordination of promotional efforts for maximum informational and persuasive impact on customers?

    <p>Integrated Marketing Communications (IMC)</p> Signup and view all the answers

    What is the term for the receiver's response to a message as perceived by the sender?

    <p>Feedback</p> Signup and view all the answers

    What are the two types of integration in Integrated Marketing Communications (IMC)?

    <p>Tactical and Strategic</p> Signup and view all the answers

    What is the process of converting signs or symbols into concepts and ideas, assigning meaning?

    <p>Decoding process</p> Signup and view all the answers

    What is the term for the medium of transmission that carries the encoded message from the source to the receiver or audience?

    <p>Channel</p> Signup and view all the answers

    What is the term for a person, group or organisation with a meaning it tries to share?

    <p>Sender</p> Signup and view all the answers

    What is personal selling according to the content?

    <p>Paid personal communication that attempts to inform customers and persuade them to purchase products</p> Signup and view all the answers

    What is an advantage of personal selling in the promotion mix?

    <p>It provides the greatest freedom to adjust the message</p> Signup and view all the answers

    What is a disadvantage of trade promotions?

    <p>It can lead to trade wars and shift sales rather than increase them</p> Signup and view all the answers

    What is a characteristic of personal selling?

    <p>It provides feedback from salespeople to improve the marketing mix</p> Signup and view all the answers

    What is a role of a salesperson in personal selling?

    <p>To perform one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building</p> Signup and view all the answers

    What is a limitation of personal selling?

    <p>It is the most expensive element in the promotion mix</p> Signup and view all the answers

    What is an advantage of trade promotions?

    <p>It stimulates short-term consumer sales</p> Signup and view all the answers

    What is a disadvantage of trade promotions?

    <p>It can be overused</p> Signup and view all the answers

    What is a characteristic of personal selling?

    <p>It often has the closest relationship with customers</p> Signup and view all the answers

    Study Notes

    Promotion Strategies

    • Push strategy: focuses on channel members, aiming to push products into the market
    • Pull strategy: focuses on end-consumers, creating demand for products in the market

    Advertising

    • Definition: paid, non-personal communication about an organization and its products transmitted to a target audience
    • Advantages:
      • Control
      • Create images and appeals
      • Brand equity
      • Connects with the consumer
      • Wide reach, low cost per person
    • Disadvantages:
      • Impersonal, one-way communication
      • Cost of media and production
      • Credibility
      • Clutter
      • Weak force
      • Difficult to measure effectiveness

    Major Advertising Decisions

    • Hierarchy of Effects (setting objectives)
    • Creating the advertising message (encoding):
      • Copy: verbal portion of ads
      • Artwork: illustrations, images, layout
      • Illustrations: photos, drawings, graphs, charts, tables
      • Layout: physical arrangement of an ad's illustration and copy
      • Appeal: rational or emotional appeal styles

    Public Relations

    • Definition: PR activities to build good relations with the company's various stakeholders and manage unfavorable rumors, stories, and events
    • Pros:
      • Credibility
      • Lower cost
      • Difficult to imitate for competition
      • Engage consumers and make them a part of the brand story
    • Cons:
      • Less control
      • Variety of specialists required
      • Can be relatively time-consuming
    • Tools: news (press) release
    • Bad publicity: have a plan, gather information, get top management involved, respond quickly, coordinate all communications, be honest, and look for good news to offset bad

    Promotion and Communication

    • Definition: Promotion is communication used to build and maintain relationships by informing and persuading one or more target audiences
    • Communication: a sharing of meaning between a sender and a receiver, involving both encoding and decoding processes, via a selected medium
    • Functions of promotion:
      • To persuade consumers to choose one brand over others
      • To remind consumers to continue using certain products
      • To inform consumers about new products
      • To build relationships with customers
      • To assist with other elements of the marketing mix

    The Communication Process

    • Elements of the communication process:
      • Source/sender: a person, group, or organization with a meaning to share
      • Receiver: the individual, group, or organization that decodes a coded message
      • Encoding process: converting meaning into a series of signs or symbols
      • Message: the communication in physical form that goes from sender to receiver
      • Communications channel: the medium of transmission that carries the encoded message
      • Decoding process: converting signs or symbols into concepts and ideas
      • Noise: anything that reduces a communication's clarity and accuracy
      • Feedback: the receiver's response to a message as perceived by the sender

    Integrated Marketing Communications (IMC)

    • Definition: the coordination of promotional efforts for maximum informational and persuasive impact on customers
    • Major goal: to send a consistent message to customers and to other stakeholders
    • Foster long-term customer relationships and more efficient use of promotional resources
    • IMC: a process that evaluates the strategic role of various communication disciplines and combines them to provide clarity, consistency, and maximum communications impact

    Personal Selling

    • Definition: paid personal communication that attempts to inform customers and persuade them to purchase products in an exchange situation
    • Advantages:
      • Provides greatest freedom to adjust message
      • Customise delivery and message, greater influence
      • Most precise focus on sales prospects
      • Feedback from salespeople can improve the marketing mix
      • Often the closest relationship with customers
      • Usually most expensive element in the promotion mix
      • Limited reach
      • Time-consuming

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