Ch17: Designing and Managing Integrated Marketing Communications
Transcript of Ch17: Designing and Managing Integrated Marketing Communications
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Chapter 17: Designing and Managing Integrated Marketing Communications
Brian Joseph GarciaDecember 17, 2010
TOP 10 Learning Questions for
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1. All of these are the primary functions of marketing communications except
A. They can contribute to brand equityB. Allow companies to link their brands to
other people, places, events, experiences, etc.
C. Show consumers how and why a product is used
D. To reveal the company’s strengths and weaknesses relative to various competitors
E. So consumers can learn about who makes the product and what the company and brand stands for
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Marketing Communications is..
a means to inform, persuade and remind consumers directly or indirectly about the products and brands they sell
the voice of the company and their brands are the means to establish a dialogue and build relationships with consumers
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Marketing Communications..
To reveal the company’s strengths and weaknesses relative to various competitors a customer value analysis must be conducted
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1. All of these are functions of marketing communications except
A. They can contribute to brand equityB. Allow companies to link their brands to
other people, places, events, experiences, etc.
C. Show consumers how and why a product is used
D. To reveal the company’s strengths and weaknesses relative to various competitors
E. So consumers can learn about who makes the product and what the company and brand stands for
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2. These are all direct examples of brand contact except
A. Company’s stationeryB. Company’s mission and visionC. Product’s styling and priceD. Shape and color of packageE. Salesperson’s manner and dress
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Brand Contact delivers an impression that can strengthen or
weaken a customer’s view of a company Examples: all communicate something to
Product’s styling and price Shape and color of package Salesperson’s manner and dress Store décor Company’s stationery buyers
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2. These are all direct examples of brand contact except
A. Company’s stationeryB. Company’s mission and visionC. Product’s styling and priceD. Shape and color of packageE. Salesperson’s manner and dress
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3. Technology changed the way consumers process communications. Which of the following statements is FALSE
A. Technology has eroded the effectiveness of mass media
B. Technology has fragmented the audiences
C. Technology has created a proliferation of media and entertainment options
D. Technology like DVRs made advertising programs more effective
E. Technology created different venues for marketing
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Technology changed the way consumers process communications.
Technology has eroded the effectiveness of mass media
Thee has been a fragmentation of the audiences Proliferation of media and entertainment options
hundreds of cable TV and radio stations, thousands of magazines and uncountable websites, blogs, cell phone screens,etc.
Technology was able to present more choices of media to use
Technology like DVRs allow consumer to eliminate commercials with the push of a fast forward button
In terms of the Internet people can choose whether to view an ad by clicking on an icon
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3. Technology changed the way consumers process communications. Which of the following statements is FALSE
A. Technology has eroded the effectiveness of mass media
B. Technology has fragmented the audiences
C. Technology has created a proliferation of media and entertainment options
D. Technology like DVRs made advertising programs more effective
E. Technology created different venues for marketing
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4. Which of the following steps is FALSE if a company is using the Objective-and-Task Method in establishing the total communications budget?
A. Establish the market share goalB. Determine the number of gross rating points
that would have to be purchasedC. Determine the percentage of the market that
should be reached by advertisingD. Determine the percentage of aware prospects
that should be persuaded to try the brandE. Determine and set the promotion budget at
what the company can afford
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Establishing Total Marketing Communications Budget
Four Methods Affordable Method Percentage-of-Sales Method Competitive-Parity method Objective-and-Task Method
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Objective-and-Task Method
Calls upon the marketers to develop promotion budgets by defining specific objectives, determine the tasks to be performed to achieve these objectives, estimate the costs of performing these tasks
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Affordable Method
Determining and set the promotion budget at what the company can afford
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4. Which of the following steps is FALSE if a company is using the Objective-and-Task Method in establishing the total communications budget?
A. Establish the market share goalB. Determine the number of gross rating points
that would have to be purchasedC. Determine the percentage of the market that
should be reached by advertisingD. Determine the percentage of aware prospects
that should be persuaded to try the brandE. Determine and set the promotion budget at
what the company can afford
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5. The Coca-Cola Company is one of the longest-standing corporate partners of FIFA World Cup. This is primarily a form of
A. Direct MarketingB. Sales PromotionC. Interactive PromotionD. Events and experiencesE. Word-of-mouth marketing
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Marketing Communications Mix (8 major modes of communication)
Advertising Sales promotion Events and
experiences Public relations
and publicity
Direct marketing Interactive
marketing Word-of-mouth
marketing Personal selling
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Marketing Communications Mix Direct Marketing – use of mail, telephone, fax, email
or internet to communicate directly with or solicit response or dialogue from specific customers and prospects
Sales promotion- a variety of short-term incentives to encourage trial or purchase of a product or a service
Interactive promotion – online activities and programs to raise awareness, improve image, or elicit sales of products/services
Events and experiences – company-sponsored activities and programs to create daily or special brand-related interactions
Word-of-mouth marketing – people to people oral, written or electronic communications that relate to the merits or experiences of purchasing or using products/services
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5. The Coca-Cola Company is one of the longest-standing corporate partners of
FIFA World Cup. This is primarily a form of
A. Direct MarketingB. Sales PromotionC. Interactive PromotionD. Events and experiencesE. Word-of-mouth marketing
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6. Hanes undershirt TV commercial features Michael Jordan and this ad has also shown the “bacon neck” as a way to describe a worn out, frayed, and sagging undershirt collar comparing it to Hanes’ lay flat collar undershirt. The ad generally used which creative strategy?
A. Informational AppealB. Transformational AppealC. Informational and
Transformational AppealD. Humor AppealE. Fame Appeal
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Two General Creative Strategies that can be employed
Informational Appeal – elaborate on the product or service attributes or benefits. Logic and reason rule
Examples: problem solution ad, problem demonstration ad, product comparison ad, testimonial from unknown or celebrity endorsers
Transformational Appeal – elaborates on a non-product related benefit or image. It might depict what kind of person uses the brand or what experience results from using the brand. Stir up emotion that will motivate purchase
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Transformational Appeal Transformational Appeal include
positive and negative appeals Humor Fear Guilt Love Joy Pride Shame
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6. Hanes undershirt TV commercial features Michael Jordan and this ad has also shown the “bacon neck” as a way to describe a worn out, frayed, and sagging undershirt collar comparing it to Hanes’ lay flat collar undershirt. The ad generally used which creative strategy?
A. Informational AppealB. Transformational AppealC. Informational and
Transformational AppealD. Humor AppealE. Fame Appeal
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7. Johnnie Walker, a liquor company, failure to advertise and sell their products in a Muslim country like Sudan pertains to the company’s inability in adapting their…
A. ProductB. Market SegmentC. StyleD. Local or GlobalE. Niche Market
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Global Adaptations
Companies wrestle with a number of challenges in developing global communications program
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Global Adaptations
Decide whether product is appropriate for a country
Make sure the market segment they address is both legal and customary
Must decide whether the style of the ad is acceptable
Must decide whether ads should be created at headquarters or locally
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7. Johnnie Walker, a liquor company, failure to advertise and sell their products in a Muslim country like Sudan pertains to the company’s inability in adapting their…
A. ProductB. Market SegmentC. StyleD. Local or GlobalE. Niche Market
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8. A pharmaceutical company is giving out flyers about their new product’s benefits and stating what diseases it can cure. What does this practice mainly tries to do to consumers?
A. Build AwarenessB. Disseminate knowledgeC. Create a LikingD. Create a PreferenceE. Create a Conviction
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The Communications Process Models
Macromodel of the Communications Process
Micromodel of Consumer Responses
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Micromodel of Consumer Responses – concentrate consumer’s specific responses to communications
Awareness – name recognition Knowledge – might have brand awareness but
not know much more Liking - how consumers feel about the brand Preference- comparing it to quality, value and
performance and other features to likely competitors
Conviction- building conviction and purchase intent
Purchase - offering low price, letting consumers try it out, offer a premium
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8. A pharmaceutical company is giving out flyers about their new product’s benefits and stating what diseases it can cure. What does this practice mainly tries to do to consumers?
A. Build AwarenessB. Disseminate knowledgeC. Create a LikingD. Create a PreferenceE. Create a Conviction
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9. In determining the communications objectives, evaluating the brand with respect to its perceived ability to meet a currently relevant need refers to _________ objective.
A. Brand AwarenessB. Category Need C. Brand Attitude D. Brand Purchase Intention E. Customer Service
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Eight Steps in Developing Effective Communications
1. Identify the Target Audience2. Determine the Communications
Objectives3. Design the Communications4. Select the Communication
Channels
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Eight Steps in Developing Effective Communications
5. Establish the Total Marketing Communications Budget
6. Decide on the Media Mix7. Measure results8. Manage integrated marketing
communications
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In determining the Communications Objectives there are four possible objectives
Category need Brand Awareness Brand Attitude Brand Purchase Intention
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Brand Attitude is evaluating the brand with respect to its perceived ability to meet a currently relevant need
Relevant need may be negatively oriented
Problem removal Problem Avoidance Incomplete
satisfaction Normal depletion
Relevant need may be positively oriented
sensory gratification intellectual
stimulation social approval
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9. In determining the communications objectives, evaluating the brand with respect to its perceived ability to meet a currently relevant need refers to _________ objective.
A. Brand AwarenessB. Category Need C. Brand Attitude D. Brand Purchase Intention E. Customer Service
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10. ________________ is a concept of marketing communications planning that recognizes the added value of a comprehensive plan.
A. Planned Marketing Communications
B. Value Chain AnalysisC. Added Value Marketing
CommunicationsD. Sound Marketing CommunicationsE. Integrated Marketing
Communications
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Integrated Marketing Communications
Integrated Marketing Communications is a concept of marketing communications planning that recognizes the added value of a comprehensive plan.
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Integrated Marketing Communications
Such a plan evaluates the strategic roles of a variety of communications disciplines and combines these disciplines to provide clarity, consistency and maximum impact through the seamless integration of messages
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Integrated Marketing Communications
Examples of communications disciplines: general advertising direct response sales promotion public relations
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10. ________________ is a concept of marketing communications planning that recognizes the added value of a comprehensive plan.
A. Planned Marketing Communications
B. Value Chain AnalysisC. Added Value Marketing
CommunicationsD. Sound Marketing CommunicationsE. Integrated Marketing
Communications
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Source
Marketing Management Philip Kotler and Kevin Lane Keller 13th Edition
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Chapter 17: Designing and Managing Integrated Marketing Communications
Brian Joseph GarciaDecember 17, 2010
TOP 10 Learning Questions for