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Jan Kenneth Obar, Top 10 questions

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    Jan kenneth obar Top 10 questions Jan kenneth obar Top 10 questions Presentation Transcript

    • TOP 10 Learning Questions for Ch 17: Designing and Managing Integrated Marketing Communication Jan Kenneth Obar April 15, 2011 http://jankenneth-obar.blogspot.com
    • 1. This is the part of the receiver’s response that the receiver communicates back to the sender?
      • Reply
      • Response
      • Feedback
      • Reaction
      • Comment
      http://jankenneth-obar.blogspot.com
    • 8 Elements of the Communication Process http://jankenneth-obar.blogspot.com
    • Feedback: The part of receiver’s response that the receiver communicates back to the sender http://jankenneth-obar.blogspot.com
    • 1. This is the part of the receiver’s response that the receiver communicates back to the sender?
      • Reply
      • Response
      • Feedback
      • Reaction
      • Comment
      http://jankenneth-obar.blogspot.com
    • 2. Marketing Tool that is well suited to highly targeted marketing efforts
      • Public relations
      • Direct Marketing
      • Advertising
      • Personal selling
      • Sales Promotion
      http://jankenneth-obar.blogspot.com
    • Marketing Communication Mix http://jankenneth-obar.blogspot.com
    • Direct Marketing –Characteristics: Nonpublic, Immediate, Customized; well suited for highly targeted marketing efforts. Examples: -Telemarketing -Direct Mail -Online http://jankenneth-obar.blogspot.com
    • 2. Marketing Tool that is well suited to highly targeted marketing efforts
      • Public relations
      • Direct Marketing
      • Advertising
      • Personal selling
      • Sales Promotion
      http://jankenneth-obar.blogspot.com
    • 3. The 3 stages of Consumer Response Model are Cognitive Stage, Affective Stage and ____________ Stage.
      • Liking
      • Preference
      • Convictive
      • Agreement
      • Behavior
      http://jankenneth-obar.blogspot.com
    • Consumer Response Model: Buyers passes through 3 stages in order. http://jankenneth-obar.blogspot.com
    • Aims to lead consumers to make the final step. Examples: -Discounts -Premiums -Samples http://jankenneth-obar.blogspot.com
    • 3. The 3 stages of Consumer Response Model are Cognitive Stage, Affective Stage and ____________ Stage.
      • Liking
      • Preference
      • Convictive
      • Agreement
      • Behavior
      http://jankenneth-obar.blogspot.com
    • 4. The First Step in the 8 Steps in developing Effective Communication
      • Product awareness
      • Determine Objectives
      • Identify Target Audience
      • Establish Budget
      • Initial survey
      http://jankenneth-obar.blogspot.com
    • 8 Steps in Developing effective Communication http://jankenneth-obar.blogspot.com
    • Start with a clear target audience in mind. Examples: Potential Buyers, Current Users, Deciders, Influencersc http://jankenneth-obar.blogspot.com
    • 4. The First Step in the 8 Steps in developing Effective Communication
      • Product awareness
      • Determine Objectives
      • Identify Target Audience
      • Establish Budget
      • Initial survey
      http://jankenneth-obar.blogspot.com
    • 5. Which is not an example of a category need communication
      • Electric cars
      • Electronic cigarette to help quit smoking
      • Promoting condom use to aid population control
      • Apple I-touch as personal all around media device
      • GPS device
      http://jankenneth-obar.blogspot.com
    • Determine Communication Objectives: http://jankenneth-obar.blogspot.com
    • Establishing a product or service category as necessary: Examples: -Electric Cars -Electric Cigarette Note: Less focused on the brand but to the entire category. http://jankenneth-obar.blogspot.com
    • 5. Which is not an example of a category need communication
      • Electric cars
      • Electronic cigarette to help quit smoking
      • Promoting condom use to aid population control
      • Apple I-touch as personal all around media device
      • GPS device
      http://jankenneth-obar.blogspot.com
    • 6. Identify 2 that is not included in the three problems to be solved by the Design Communications?
      • When to say the message?
      • Where to say the message?
      • What to say in the message?
      • Who to say the message?
      • How to say the message?
      http://jankenneth-obar.blogspot.com
    • Concept 6: Design the Communications: Desired response will require solving three problems. Message Strategy Creative Strategy Message Source http://jankenneth-obar.blogspot.com
    • What to say? How to say? Who to say? Message Strategy “What to say?” Creative Strategy “How to say?” Message Source “Who to say?” http://jankenneth-obar.blogspot.com
    • 6. Identify 2 that is not included in the three problems to be solved by the Design Communications?
      • When to say the message?
      • Where to say the message?
      • What to say in the message?
      • Who to say the message?
      • How to say the message?
      http://jankenneth-obar.blogspot.com
    • 7. Which is not an example of challenges in developing global communications program
      • Alcoholic beverages cannot be advertised or sold in Muslim countries.
      • In some countries no Ads may be directed at children under 12
      • Comparative ads are common in some countries but is illegal in other countries.
      • Water is more expensive than oil in the middle eastern countries.
      • Restrictions to tobacco products in most countries
      http://jankenneth-obar.blogspot.com
    • Multinational companies wrestle with challenges in developing global communications program. http://jankenneth-obar.blogspot.com
    • Many products are restricted or forbidden in certain parts of the world. Product Alcoholic beverages cannot be advertised or sold in Muslim countries. Tobacco Products restrictions Market Segment In some countries (Norway and sweden) no ads can be directed at children under 12. Style Comparative ads are common in Us and Brazil and India.l http://jankenneth-obar.blogspot.com
    • 7. Which is not an example of challenges in developing global communications program
      • Alcoholic beverages cannot be advertised or sold in Muslim countries.
      • In some countries no Ads may be directed at children under 12
      • Comparative ads are common in some countries but is illegal in other countries.
      • Water is more expensive than oil in the middle eastern countries.
      • Restrictions to tobacco products in most countries
      http://jankenneth-obar.blogspot.com
    • 8. Which is not an example of Communication Channel?
      • Ads in Medical Journal
      • Direct Mail
      • Telemarketing
      • Free Samples
      • Premium Items
      http://jankenneth-obar.blogspot.com
    • Concept 8: Select Communication Channels: Situation in Pharmaceutical Industry 94,000 Sales Reps Only 40% of sales calls lead to seeing the Doctor A Med Sales Rep only get 2 minutes of Doctors Time http://jankenneth-obar.blogspot.com
    • Pharmaceutical companies turned to other Communication Channels such as: 1) Ads in medical Journal 2) direct mail 3) free samples 4) telemarketing 5) Sponsored conferences - http://jankenneth-obar.blogspot.com
    • 8. Which is not an example of Communication Channel?
      • Ads in Medical Journal
      • Direct Mail
      • Telemarketing.
      • Free Samples
      • Premium Items
      http://jankenneth-obar.blogspot.com
    • 9. A tool used to draw a stronger and quicker response. To push target audience to make the final step.
      • Sales Promotions
      • Free Samples
      • Interactive Marketing
      • Sponsored events
      • Direct Selling
      http://jankenneth-obar.blogspot.com
    • Sales Promotion: -Lead target audience to make the final step (purchase). http://jankenneth-obar.blogspot.com
    • Sales Promotion: Tools used to draw a stronger and quicker buyer response. -Coupons -Contests -Premiums http://jankenneth-obar.blogspot.com
    • 9. A tool used to draw a stronger and quicker response. To push target audience to make the final step.
      • Sales Promotions
      • Free Samples
      • Interactive Marketing
      • Sponsored events
      • Direct Selling
      http://jankenneth-obar.blogspot.com
    • 10. Integrating various marketing method to achieve one goal .
      • Product Launching Campaign
      • Consumer Event
      • Multiple Stage Communication Campaign
      • All media simultaneous Marketing
      • Brand Management
      http://jankenneth-obar.blogspot.com
    • Concept 10: Multiple – Stage Communication Campaign New Campaign about a new product Paid AD with A response mechanism Direct Mail Outbound Telemarketing Face to Face Sales call Ongoing Communication http://jankenneth-obar.blogspot.com
    • 10. Integrating various marketing method to achieve one goal .
      • Product Launching Campaign
      • Consumer Event
      • Multiple Stage Communication Campaign
      • All media simultaneous Marketing
      • Brand Management
      http://jankenneth-obar.blogspot.com
    • TOP 10 Learning Questions for Ch 17: Designing and Managing Integrated Marketing Communication Jan Kenneth Obar April 15, 2011 http://jankenneth-obar.blogspot.com