Music Distribution and Global IMC
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Questions and Answers

What must marketers consider when communicating with local audiences?

  • They should rely only on universal themes.
  • They should refine their message to actively appeal to local audiences. (correct)
  • They can use the same strategy as used in their home country.
  • They must avoid any local cultural nuances.

    • Public relations and publicity are synonymous terms in marketing.

    True

    What is the primary purpose of a media kit?

    To summarize introductory information about an artist or product for media contacts.

    In China, there are strict rules about how ______ may be depicted in advertising.

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

    Match the following marketing modes with their main focus:

    <p>Public Relations = Creating free media attention Advertising = Paid promotions Direct Marketing = Targeted communication to customers Sales Promotion = Short-term incentives to boost sales</p> Signup and view all the answers

    What is a significant challenge faced in cross-culture journalism?

    <p>Difficulty in translating the intended meaning</p> Signup and view all the answers

    Once a writer takes over the published story, the original author retains complete control over the message.

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

    What is one suggested benefit of using local professionals for public relations?

    <p>They understand local media outlets and can respond to media needs immediately.</p> Signup and view all the answers

    The average cost for a thirty-second commercial during the U.S. Super Bowl broadcast in 2004 was approximately $______.

    <p>2.3 million</p> Signup and view all the answers

    Match the following advertising types with their descriptions:

    <p>Display ads = Basic awareness-building advertisements Direct-response advertising = Ads that seek immediate consumer action TV commercials = Broadcast ads that reach a wide audience Print ads = Advertisements published in newspapers and magazines</p> Signup and view all the answers

    What is one of the key roles of communication in distribution?

    <p>To create customer awareness and interest</p> Signup and view all the answers

    Word of mouth is one of the forms of communication that can help build demand for music products.

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

    What is the term used when communication channels are integrated to convey a consistent impression?

    <p>Integrated marketing communications (IMC)</p> Signup and view all the answers

    The first task in global communications is to identify your __________.

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

    Match the communication forms with their descriptions:

    <p>Word of Mouth = Natural buzz among audiences Paid Advertising = Promoting through payment in various media Publicity = Media stories and features Direct Messaging = One-to-one communication through the internet</p> Signup and view all the answers

    What is the primary age demographic of the target audience for the music album?

    <p>40 and above</p> Signup and view all the answers

    The target audience prefers simplistic and mainstream music styles.

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

    What key message should be communicated to encourage purchases of the album?

    <p>Discover the Howard McGillicuddy Band for music that stimulates your thoughts and senses.</p> Signup and view all the answers

    The communication strategy includes using high-end imagery that suggests qualities such as elegance, ____, and stylishness.

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

    Match the following marketing strategies with their objectives:

    <p>AIDA formula = Generate awareness and action Standardization = Create a universal message Customization = Adapt messaging for local culture High-end imagery = Convey sophistication and elegance</p> Signup and view all the answers

    What is one of the Four M’s of global integrated marketing communications?

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

    The primary objective in marketing communication is usually to create awareness, instill a positive attitude, and motivate action.

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

    What document is often used to outline decisions about marketing communication?

    <p>communication brief</p> Signup and view all the answers

    Country A is chosen as the primary target foreign market due to the success of music by similar artists ___, ___, and ___.

    <p>X, Y, Z</p> Signup and view all the answers

    What is the main purpose of word-of-mouth marketing?

    <p>To create a buzz of interest</p> Signup and view all the answers

    Match the following marketing objectives with their descriptions:

    <p>To announce = Making consumers aware of a new product To remind = Reinforcing an existing message To persuade = Encouraging action or change of attitude To motivate = Incentivizing a purchase or response</p> Signup and view all the answers

    Viral marketing is primarily about spreading information through highly controlled channels only.

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

    What is one example of a platform that has been used for viral marketing to reach teenagers?

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

    E-marketing encompasses operations such as _____ marketing and ______ advertising.

    <p>Web site, online</p> Signup and view all the answers

    Match the marketing terms with their definitions:

    <p>Word of Mouth = Spreading recommendations through personal contacts Viral Marketing = Strategic sharing through social networks E-marketing = Marketing conducted via electronic means CRM = Managing relationships with customers</p> Signup and view all the answers

    What does reach refer to in advertising?

    <p>The total number of people exposed to the ad</p> Signup and view all the answers

    Advertising is most effective at the end of a marketing campaign.

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

    What is one of the benefits of international advertising?

    <p>Local expertise in messaging and media</p> Signup and view all the answers

    The strategy that alternates periods of advertising and no advertising is called __________.

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

    Match the following advertising concepts with their descriptions:

    <p>Reach = Total number of people exposed to the ad Frequency = The number of times the audience sees the ad Pulsing = Low-level continuity with increased advertising tied to retail activities Direct marketing = One-to-one dialogue-based relationship with consumers</p> Signup and view all the answers

    What is the primary benefit of paying for sponsored links in search engine optimization?

    <p>To increase website traffic through higher visibility</p> Signup and view all the answers

    E-mail marketing allows sending messages only to individuals who have opted-in to receive communications.

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

    What option should be included in the first message sent to recipients in email marketing?

    <p>Opt-out option</p> Signup and view all the answers

    In wireless marketing, ____________ is a commonly used messaging method in many regions.

    <p>text messaging</p> Signup and view all the answers

    Match the following terms with their descriptions:

    <p>Sponsored Links = Paid advertisements appearing at the top of search engine results Opt-in = A method allowing users to voluntarily subscribe to receive emails Redirect URLs = Links designed to track click-through rates from emails Localization = Adapting content to meet regional or cultural differences</p> Signup and view all the answers

    Study Notes

    Music Distribution and Communication

    • Effective distribution needs communication to build awareness and desire to purchase.
    • Communication builds demand, takes various forms (word of mouth, publicity, advertising, direct messaging).
    • Word-of-mouth buzz can be generated through positive live performances.
    • Even popular artists still require communication, even just to announce a new album.

    Global Integrated Marketing Communications (IMC)

    • Global IMC involves identifying objectives, crafting messages, selecting channels, and scheduling a mix of communication channels (e.g., newspaper + internet ads).
    • IMC ensures consistent brand image across all communication functions (publicity, advertising, sales promotion).
    • Global markets are more complex – different territories appreciate different ideas/images/symbols and use different communication channels.

    The Four M's of Global IMC

    • Message: The information to induce a market response.

    • Mode: The communication method (e.g., publicity, advertising, direct marketing, sales promotion).

    • Media: Communication vehicles, channels (e.g., print, broadcast, electronic).

    • Mix: The balanced combination of messages, media, and modes best for the target market & objective.

    • IMC plans can be handled by the domestic record company, foreign distributor, foreign licensee or a local marketing firm.

    Message Content and Objectives

    • Messages can announce, remind, persuade, or motivate.
    • Objectives include creating awareness, positive attitudes, and motivating action (e.g., buying).
    • Market environment and target audience influence message content and objectives.
    • Communication briefs should be developed and agreed upon by stakeholders, including market context, objectives, audience, core messaging, support ideas, and desired outcomes.

    Communication Brief Example (Howard McGillicuddy Band)

    • Album Release: October 15th, expected to perform as well as first album. Aiming for 2,000 exported copies in initial target market (Country A).
    • Target Audience: 200,000 consumers in Country A who purchased music from similar artists (X, Y, Z). Older (40+), well-educated, affluent, professionals, internet-savvy.
    • Key Message: "Discover the Howard McGillicuddy Band for music that stimulates your thoughts and senses."
    • Support Points: First to discover, tell friends. Includes website/store info for purchase.
    • Desired Response: Online/store purchase.
    • Tone & Style: High-end, elegant.
    • Design: High-end imagery, urban nightlife-like scenarios, appealing to older audiences.

    Communication Modes

    • Public Relations (PR): Attracting attention via news outlets (free). Utilizing media lists, media kits with press releases.
    • Advertising: Reaching broad audiences simultaneously. Including Print, broadcast (radio/TV), and electronic (internet).
    • Direct Marketing: Direct contact/relationship with customers (verbal/written/online). Including word-of-mouth, viral, e-marketing, direct mail, direct-response advertising.
    • Sales Promotion: Short-term incentives (discounts, gifts, contests) to boost immediate sales.

    Media Selection

    • Criteria for choosing media: Communication mode, local media availability, target audience media habits, message content, and cost effectiveness.
    • Media choices cater to targetedness (mass vs. niche audiences), time-sensitivity, complexity of message, and desired format (text-based or visual).

    International Considerations

    • Linguistic challenges (translator expertise, localization, different wording preferences).

    • Cultural factors (different imagery, and symbolism across countries).

    • Regulatory differences (local advertising and promotion restrictions). Localization is important when choosing media, to tailor marketing campaigns specifically for the local audience.

    • Coordination and Monitoring

    • Consistency across all modes and platforms.

    • Work with foreign market representatives, or handle foreign public relations efforts directly, utilizing e-mail and internet.

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    Description

    This quiz explores the intersection of music distribution and global integrated marketing communications (IMC). It covers effective communication strategies to build demand and the elements of IMC essential for consistent brand messaging across various channels. Test your understanding of how communication shapes the music industry.

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