Unit 8: Integrated Marketing Communications Quiz

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Questions and Answers

What is the promotion mix?

The specific blend of product options available to the customer

The specific blend of pricing strategies to attract customers

The specific blend of distribution channels for products

The specific blend of promotion tools used to communicate customer value (correct)

Which of the following is an example of advertising?

In-store demonstrations and displays

A paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor (correct)

Building good relations with the company’s various publics

Personal interaction by the firm’s sales force for engaging customers

What does sales promotion involve?

Personal selling through sales presentations and trade shows

Discounts, coupons, displays, and demonstrations to encourage purchase or sale of a product or service (correct)

Building good relations with the company’s various publics by obtaining favorable publicity

Engaging directly with carefully targeted individual consumers and customer communities

What is personal selling?

The personal interaction by the firm’s sales force for engaging customers and making sales Signup and view all the answers

What does public relations involve?

Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling unfavorable rumors and events Signup and view all the answers

What is direct and digital marketing?

Engaging directly with carefully targeted individual consumers and customer communities to obtain an immediate response and build lasting customer relationships Signup and view all the answers

What is the process of putting thought into symbolic form called in the communication process?

Encoding Signup and view all the answers

Who is the party sending the message to another party in the communication process?

Sender Signup and view all the answers

What is the term for the reactions of the receiver after being exposed to the message in the communication process?

Response Signup and view all the answers

What is the unplanned static or distortion during the communication process called?

Noise Signup and view all the answers

What are marketers shifting away from as mass markets have fragmented?

Mass marketing Signup and view all the answers

What involves carefully integrating and coordinating a company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products?

Integrated marketing communications Signup and view all the answers

In what age are consumers better informed and more communications empowered, connecting easily with other consumers to exchange brand-related information or even create and communicate their own brand messages and experiences?

Digital age Signup and view all the answers

What do many marketers view themselves as now, due to the blurring lines between traditional advertising and new digital content?

Content marketing managers Signup and view all the answers

What do marketers seek in many cases as their communication objectives?

Purchase response Signup and view all the answers

What has led to advances in digital technology, changing the ways how companies and customers communicate with each other?

'Old-media mainstays' Signup and view all the answers

Study Notes

Promotion Mix

The promotion mix consists of advertising, sales promotion, personal selling, public relations, and direct and digital marketing.

Advertising

An example of advertising is a company paying to have its product featured in a popular video game.

Sales Promotion

Sales promotion involves short-term incentives to stimulate sales, such as coupons, discounts, and free samples.

Personal Selling

Personal selling is face-to-face interaction between a salesperson and a customer to persuade the customer to buy a product.

Public Relations

Public relations involves building good relationships with the public, media, and other stakeholders to maintain a company's image and reputation.

Direct and Digital Marketing

Direct and digital marketing involves using digital channels, such as email, social media, and text messages, to communicate directly with customers.

Communication Process

The process of putting thought into symbolic form is called encoding.
The party sending the message to another party is called the sender.
The reactions of the receiver after being exposed to the message are called feedback.
Unplanned static or distortion during the communication process is called noise.

Mass Markets and Fragmentation

Marketers are shifting away from mass markets due to fragmentation, where audiences are broken down into smaller, more targeted groups.

Integrated Marketing Communications

Integrated marketing communications involves carefully integrating and coordinating a company's many communications channels to deliver a clear, consistent, and compelling message.

Consumer Empowerment

In the digital age, consumers are better informed and more communications empowered, connecting easily with other consumers to exchange brand-related information or even create and communicate their own brand messages and experiences.

Marketer Roles

Many marketers view themselves as content providers, due to the blurring lines between traditional advertising and new digital content.

Communication Objectives

Marketers often seek to inform, persuade, or remind customers as their communication objectives.

Digital Technology Advances

Advances in digital technology have changed the ways companies and customers communicate with each other, leading to new opportunities and challenges for marketers.

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Description

Test your knowledge of developing effective marketing communications, the promotion mix, 4Ps marketing mix, advertising, and sales promotion. This quiz covers the specific blend of promotion tools, persuasively communicating customer value, and building customer relationships.