Chapter 11 - IMC

Question 1

What is integrated marketing communications?

Answer 1

• strategy to delivers on consistent message across all media platforms

Question 2

What attributes should the media used to market have?

Answer 2

• boosts overall effectiveness of IMC
• works best for target market, type of message, objective, and the money that is available to invest.

Question 3

What is the best media for Richness?

Answer 3

Social, Internet

Question 4

What is the best media for Affordability?

Answer 4

Social

Question 5

What is the best media for Reach?

Answer 5

Social, television

Question 6

What is the best media for Speed?

Answer 6

Social

Question 7

What is the best media for Targeting?

Answer 7

Social, Magazine

Question 8

What is the best media for Lack of Clutter? (Separated from competing messages)

Answer 8

Magazines

Question 9

What is the best media for Image?

Answer 9

Television

Question 10

What is the best media for Metrics? (Evaluating effectiveness)

Answer 10

Social, direct response

Question 11

What is the best media for Ease of Frequency?

Answer 11

Social, internet, out-of-home

Question 12

What is a Unique Selling Proposition?

Answer 12

Specific benefit of a product that consumers will remember (helping the organization communicate its value)

Question 13

What are the AIDA categories

Answer 13

Attention
Interest
Desire
Action

Question 14

What is “slice of life”?

Answer 14

Attempt to provide solutions to the everyday problems faced by consumers

Question 15

What are all the creative styles? (Hint: 12)

Answer 15

Straight sell
Demonstration
Comparison
Testimonial
Slice of life
Animation
Dramatization
Celebrity endorsement
Personality symbol
Mood or fantasy
Music
Scientific evidence

Question 16

What are the four promotion budget methods?

Answer 16

Percentage if sales - how much of sales should go into marketing
Affordability- how much can we afford
Competitive parity - how much do we need to spend to match competitors
Objective and task - what are we trying to achieve and how much do we need to spend to achieve it.

Question 17

List each communications mix and what they are.

Answer 17

Advertising - a message that identifies a brand to many people at once

Sales Promotion - deals, coupons, discounts, etc

Direct marketing - personalized promotion material

Public relations & publicity - promoting/improving organizations image

Sponsorships - giving financial support to events/venues/experiences (opportunity to target specific groups)

Social media & interactive marketing - “

Professional selling - buyer & seller developing a relationship