Chapter 17 Questions - Designing and Managing Integrated Marketing Communications

1. TOP 10 Learning Questions for Chapter 17 Designing and Managing Integrated Marketing Communications Mary Rose C. Monedero September 3, 2010

2. 1. Marketing communications can contribute to ____. Brand Equity Brand Awareness Brand Image Brand Value Brand Equity or Brand Image 2

3. Marketing Communications Marketing Communications can contribute to brand equity by creating awareness of the brand, linking the right associations to the brand image in customers’ memory and eliciting positive brand judgments or feelings. 3 Kotler p. 512

4. 1. Marketing communications can contribute to ____. Brand Equity Brand Awareness Brand Image Brand Value Brand Equity or Brand Image 4

5. 2. ____ is a variety of programs designed to promote or protect a company’s image or individual products. Events and Experiences Direct Marketing Public Relations and Publicity Interactive Marketing Direct and Interactive Marketing 5

6. Modes of Marketing Communications Kotler p. 512, 528-529 Public Relations and Publicity is a marketing communication mode that promotes or protects a company’s image or product based on three qualities: high credibility, ability of catch buyers off guard and dramatization. 6

7. 2. ____ is a variety of programs designed to promote or protect a company’s image or individual products. Events and Experiences Direct Marketing Public Relations and Publicity Interactive Marketing Direct and Interactive Marketing 7

8. 3. Transformational Appeals include the following except Fear Guilt Pride Logic Humor 8

9. Transformational Appeal Transformational Appeal is a creative strategy that elaborates on a non-product-related benefit or image. Negative appeals such as fear, guilt and shame, as well as positive emotional appeals like humor, love, and pride may be used by the communicator. 9 Kotler p. 518

10. 3. Transformational Appeals include the following except Fear Guilt Pride Logic Humor 10

11. 4. All are non-personal communication channels except Media channels Sales Promotions Events and Experiences Public Relations Social channels 11

12. Non-personal communication channels Non-personal communication channels are communications directed to more than one person and include media, sales promotions, events and experiences, and public relations. 12 Kotler p. 522

13. 4. All are non-personal communication channels except Media channels Sales Promotions Events and Experiences Public Relations Social channels 13

14. 5. Which of the following is true? Personal selling is the most effective tool at the growth stage of product life cycle. Sales promotion highlights product offers and boosts sagging sales. Events and experiences are credible, interactive and personal. Advertising should be used at all times to promote any product or service. Direct marketing creates daily or special brand-related interactions. 14

15. Sales Promotion Sales Promotion is a variety of short-term incentives to encourage trial or purchase of a product or service. Coupons, contests, premiums and the like are used to draw a stronger and quicker buyer response, including short-run effects such as highlighting product offers and boosting sagging sales. 15 Kotler p. 512, 527

16. 5. Which of the following is true? Personal selling is the most effective tool at the growth stage of product life cycle. Sales promotion highlights product offers and boosts sagging sales. Events and experiences are credible, interactive and personal. Advertising should be used at all times to promote any product or service. Direct marketing creates daily or special brand-related interactions. 16

17. 6. Which of the following is false? Advocate channels consist of company salespeople contacting buyers in the target market. Advertising reaches geographically dispersed buyers. Target audience can be profiled in terms of usage and loyalty. Establishing the budget is the first step in developing effective communications. Brand recognition is important inside the store; brand recall is important outside the store. 17

18. Developing Effective Communications There are 8 steps in developing effective communications 18 Kotler p. 516-525 1. Identify target audience 2. Determine objectives 3. Design communications 4. Select channels 5. Establish budget 6. Decide on media mix 7. Measure results 8. Manage Integrated Marketing Communications

19. 6. Which of the following is false? Advocate channels consist of company salespeople contacting buyers in the target market. Advertising reaches geographically dispersed buyers. Target audience can be profiled in terms of usage and loyalty. Establishing the budget is the first step in developing effective communications. Brand recognition is important inside the store; brand recall is important outside the store. 19

20. Public Relations Direct Marketing Interactive Marketing Word of Mouth Marketing Personal Selling 20 7. HSBC agents who contact customers on their cellphones to promote a new credit card product or service is an example of

21. Direct Marketing Direct Marketing uses mail, telephone, fax, email, or Internet to communicate directly with or solicit response or dialogue from specific customers and prospects. 21 Kotler p. 512

22. 7. HSBC agents who contact customers on their cellphones to promote a new credit card product or service is an example of Public Relations Direct Marketing Interactive Marketing Word of Mouth Marketing Personal Selling 22

23. 8. Manny Pacquio as endorser of Alaxan is an example of which communication design Message strategy Creative strategy Message source Global adaptation All of the above 23

24. Message Source Designing the communications includes message strategy, creative strategy, message source and global adaptation. Message source includes the use of popular sources like celebrities to achieve higher attention and recall. 24 Kotler p. 519

25. 8. Manny Pacquio as endorser of Alaxan is an example of which communication design Message strategy Creative strategy Message source Global adaptation All of the above 25

26. 9. Nestea Camp in Boracay is an example of which mode of communication Interactive Marketing Public Relations and Publicity Sales Promotion Events and Experiences Sales Promotion and Public Relations 26

27. Events and Experiences Events and Experiences is a growing non-personal communication channel and is used as a response to the fragmentation of media. These include sports, arts, entertainment and cause events. 27 Kotler p. 523

28. 9. Nestea Camp in Boracay is an example of which mode of communication Interactive Marketing Public Relations and Publicity Sales Promotion Events and Experiences Sales Promotion and Public Relations 28

29. 10. Honda’s 5% allocation for promotion, based on car sales price, is an example of which budget method Affordable Method Percentage-Of-Sales Method Competitive-Parity Method Objective-And-Task Method None of the Above 29

30. Marketing Communications Budget Four common methods are used to decide on the promotion budget: Affordable method, percentage-of-sales method, competitive-parity method, and objective-and-task method. The percentage-of-sales is a method in which companies set promotion expenditures at a specified percentage of sales (either current or anticipated) or of the sales price. 30 Kotler p. 524-525

31. 10. Honda’s 5% allocation for promotion, based on car sales price, is an example of which budget method Affordable Method Percentage-Of-Sales Method Competitive-Parity Method Objective-And-Task Method None of the Above 31

32. TOP 10 Learning Questions for Chapter 17 Designing and Managing Integrated Marketing Communications Mary Rose C. Monedero September 3, 2010