Marketing ch 17- IMC

IMC

represents the promotion dimension of the four Ps: encompasses a variety of com disciplines- general advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media- in combos to provide clarity, consistency, and maximum communicative impact

Sender

firm from which an IMC message originates, sender must be clearly identified to the intended audience

transmitter

agent or intermediary with which the sender works to develop the marketing coms; for example, a firm’s creative department or ad agency

com channel

the medium – print, broadcast, the internet – that carries the message

receiver

person who reads, hears, or sees and processes the info contained in the message or ad

decoding

process by which receiver interprets the sender’s message

noise

any interference that stems from competing messages, lack of clarity in the message, or a flaw in the medium, problem for all com channels

feedback loop

allows the receiver to com with the sender and thereby informs the sender whether the message was received and decoded properly

How do consumers perceive communication?

receivers decode messages differently health ad? Fat- sad, skinny- happy, fired from company- mad Senders adjust messages acc. to the medium and receivers’ traits.

How does marketing coms work? consumers move through AIDA model

awareness, interest, desire, action

brand awareness

measures how many consumers in a market are familiar with the brand and what it stands for; created through repeated exposures of the various brand elements (name, logo, symbol, character, packaging, slogan) in the firm’s coms to consumer

aided recall

occurs when consumers recognize a name that has been presented to them

top-of-mind awareness

*first brand that comes to mind motorcycles= harley prominent place in people’s memories that triggers a response without them having to put any thought into it

lagged effect

delayed response to a marketing com campaign consumers act later, process things slowly

advertising

a paid form of communication from an identifiable source, delivered through a com channel, and designed to persuade the receiver to take some action, now or in the future

PR

org function that manages the firms communications to achieve objectives; inc. building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media *free

sales promotions

special incentives or excitement building programs to encourage purchase, coupons, rebates, contests, free samples, point of purchase displays

personal selling

2 way flow of communication between a buyer and seller that is designed to influence buyer’s purchase decisions

direct marketing

marketing that communicated directly with target customers to generate a response or transaction (mail, catalogs, email, mobile)

objective-and-task method

IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives; process entail setting objectives, choosing media, and determining cost

rule of thumb methods

Budgeting methods that base the IMC budget on either the firm’s share of the market in relation to competition, a fixed percentage of forecasted sales, or what is left after other operating costs and forecasted sales have been budgeted

frequency

measure of how often the audience is exposed to a communication within a specified period of time

reach

measure of consumers exposure to marketing communications the percentage of the target pop exposed to a specific marketing communication, such as advertisement, at least once

Gross rating points

reach x frequency

search engine marketing

type of web advertising where companies pay for keywords that are used to catch consumer’s attention while browsing a search engine

impressions

number of times an ad appears in front of user

relevance

in the context of search engine marketing (SEM), it is a metric used to determine how useful an ad is to the consumer

Return on investment

the amount of profit divided by the value of the investment. the ROI is sales revenue generated by the ad – ads cost / ads cost

To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and

The click-through rate is computed by dividing the number of clicks by the number of impressions. The correct answer is: the number of impressions.

Ryan is debating how to allocate the IMC budget for his new ski equipment store. He knows having knowledgeable salespeople in his store can simplify buyers’ purchase decisions. He should also consider that, compared to other IMC alternatives, personal selling is

Although personal selling has many benefits, particularly for complex or expensive products, it can be an expensive form of integrated marketing communication. The correct answer is: expensive.

Loretta would like to know which, if any, of her firm’s IMC efforts are working. She could use all of the following EXCEPT __________ to provide feedback from her efforts.
a. sales data
b. coupon redemption rates
c. compliments
d. the channel
e. complaints

Channel Feedback can take many forms: a customer’s purchase of the item, a complaint or compliment, the redemption of a coupon or rebate, a tweet about the product on Twitter, etc.

In the IMC communication process, the __________ is the medium that carries the message.

The IMC message is carried on a communication channel. The correct answer is: communication channel

Integrated marketing communications include all of the following EXCEPT
a. direct marketing.
b. supply chain management.
c. advertising.
d. public relations.
e. sales promotion.

All of these except the supply chain are channels used in the IMC process. The correct answer is: supply chain management.

The IMC communication process begins with __________, who must be clearly identified.

The IMC communication process includes the sender, the transmitter, encoding, the communication channel, the receiver, noise, and the feedback loop. The sender is the first step of the process. The correct answer is: the sender

__________ is any interference in the IMC process.

Interference in the IMC process is referred to as noise. It can be caused by competing messages, a lack of clarity in the message, or a flaw in the medium. The correct answer is: Noise

Marketers often use focus groups to learn how consumers interpret their IMC messages. Experience has shown that

Each receiver decodes IMC messages differently, depending on personal experiences and preferences. The correct answer is: each receiver decodes IMC messages in his or her own way.

__________ refers to the process by which the receiver interprets the sender’s message.

The receiver decodes the encoded message, interpreting it. The correct answer is: Decoding

The three elements of any IMC strategy are the consumer, the channels, and

An IMC strategy must consider the consumer, the channels, and evaluation of the results. The correct answer is: evaluation of the results.

In integrated marketing communications, encoding involves

Encoding means converting the sender’s ideas into a message, which could be verbal, visual, or both. The transmitter performs this action. The correct answer is: converting the sender’s ideas into a message, which could be verbal, visual, or both.

Cheryl asked Nadia to help her buy some aftershave for her boyfriend. Nadia was going through a list of different brand names when Cheryl stopped her and said, "I recognize that one." Marketers call this

Aided recall refers to consumers recognizing a brand name when they see or hear it. The correct answer is: aided recall.

Julie is developing a budget for her firm’s IMC program. First she sets objectives. Then she chooses media and finally, she determines the cost for each product to be promoted. Julie is using the __________ method of establishing an IMC budget.

The objective-and-task method determines the budget required to undertake specific tasks to accomplish communication objectives. The correct answer is: objective-and-task

The proliferation of new media alternatives has led many firms to shift their promotional budgets from

Marketing dollars have recently been shifted toward direct marketing, website development, and product placement. The correct answer is: advertising to direct marketing and website development.

Betty is assessing the effectiveness of her firm’s marketing communications. She knows the ultimate goal is to

Although many measures of marketing communications look at things like number of exposures, the eventual goal is to move a consumer to take action. The correct answer is: drive the receiver to action.`

If marketing communications are effective, they will

Although many measures of marketing communications look at things like number of exposures, the eventual goal is to move a consumer to take action (make a purchase). The correct answer is: result in purchases by some consumers receiving the communications.

In the AIDA model, awareness leads to

interest, which hopefully leads to desire and then action. Correct

Public relations is the component of IMC that

Public relations manages a firm’s communications to achieve a variety of objectives, including building and maintaining a positive image and maintaining positive relationships with the media. As such, it strives to generate free attention from the media to support the rest of the IMC strategy. The correct answer is: supports other promotional efforts by generating free media attention.

In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process?

The message originates from the sender, who must be clearly identified to the intended audience. The correct answer is: sender

The sender of an IMC message hopes the receivers are

The sender cannot guarantee that the intended target customers will receive the message but will choose the message format and channel with the customer in mind. The correct answer is: the people for whom the message was originally intended.

A major factor contributing to the growth in the use of direct marketing IMC efforts is

Direct marketing is the form of marketing communication that is most easily personalized through the use of customer databases. The growth of these databases has been stimulated by increased use of credit cards and increased online shopping. The correct answer is: increased use of credit and debit cards and online shopping by consumers.

In the IMC process, noise can occur as a result of lack of message clarity, a poor choice of medium, or

Interference in the IMC process is referred to as noise. It can be caused by competing messages, a lack of clarity in the message, or a flaw in the medium. The correct answer is: competing messages.

Personal selling is an especially important part of IMC in

Business-to-business markets make especially heavy use of personal selling. The correct answer is: business-to-business markets.

Which of the following is the LEAST interactive IMC strategy?

The elements of an IMC strategy can be viewed on two axes: passive and interactive (from the consumer’s perspective) and offline and online. Direct marketing via catalog is considered a passive form. The correct answer is: direct marketing via catalog