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TOP 10 Learning Questions for Designing and Managing Integrated Marketing Communication CHAPTER 17 KATHLEEN ANNE MAMARADLO...
1. Marketing Communications is considered as which ‘P’ in the Marketing Mix (4Ps)? <ul><li>Price </li></ul><ul><li>Place <...
Marketing Communications <ul><li>Marketing communications  are the means by which firms attempt to  inform, persuade, and ...
Marketing Communications <ul><li>Marketing communications  are the means by which firms attempt to  inform, persuade, and ...
1. Marketing Communications is considered as which ‘P’ in the Marketing Mix (4Ps)? <ul><li>Price </li></ul><ul><li>Place <...
2. The following are examples of the Marketing Communications mix except: <ul><li>Events and experiences </li></ul><ul><li...
Marketing Communications Mix http://kathleenmamaradlo.blogspot.com <ul><li>Advertising </li></ul><ul><li>Sales promotion <...
Marketing Communications Mix http://kathleenmamaradlo.blogspot.com <ul><li>Advertising </li></ul><ul><li>Sales promotion <...
2. The following are examples of the Marketing Communications mix except: <ul><li>Events and experiences </li></ul><ul><li...
3. IMC’s ultimate goal is to build brand equity which is composed of the following except: <ul><li>Brand awareness </li></...
IMC builds brands http://kathleenmamaradlo.blogspot.com
IMC builds brands http://kathleenmamaradlo.blogspot.com Brand Barriers  refer to the obstacles encountered by a brand in e...
3. IMC’s ultimate goal is to build brand equity which is composed of the following except: <ul><li>Brand awareness </li></...
4. To ensure understanding between the sender and receiver, the best message ___________ <ul><li>is composed of words/repr...
Elements of the Communication Process http://kathleenmamaradlo.blogspot.com
Elements of the Communication Process Considering the noise, and the fact that how one receiver decodes a message is may b...
4. To ensure understanding between the sender and receiver, the best message ___________ <ul><li>is composed of words/repr...
5. Considering the communication process, what should the receiver first take note of in preparing his message? <ul><li>Pr...
Elements of the Communication Process http://kathleenmamaradlo.blogspot.com
Elements of the Communication Process It’s important to begin with a clear target audience as this will be the basis of th...
5. Considering the communication process, what should the receiver first take note of in preparing his message? <ul><li>Pr...
6. What transpires during the behaviour stage of the Hierarchy of Effects Model? <ul><li>Purchase </li></ul><ul><li>Prefer...
Response Hierarchy Models http://kathleenmamaradlo.blogspot.com
Response Hierarchy Models http://kathleenmamaradlo.blogspot.com
6. What transpires during the behaviour stage of the Hierarchy of Effects Model? <ul><li>Purchase </li></ul><ul><li>Prefer...
7. Below are the different considerations in designing the Communications except: <ul><li>Global adaptation </li></ul><ul>...
Designing the Communications <ul><li>Message strategy </li></ul><ul><li>Creative strategy </li></ul><ul><li>Message source...
Designing the Communications <ul><li>Message strategy </li></ul><ul><li>Creative strategy </li></ul><ul><li>Message source...
7. Below are the different considerations in designing the Communications except: <ul><li>Global adaptation </li></ul><ul>...
8. For a personal and credible approach, which of the marketing communications below should one use? <ul><li>Direct Market...
Word-of-Mouth <ul><li>Word-of-Mouth Marketing </li></ul><ul><li>Credible </li></ul><ul><li>Personal </li></ul><ul><li>Time...
Word-of-Mouth <ul><li>Word-of-Mouth Marketing </li></ul><ul><li>Credible </li></ul><ul><li>Personal </li></ul><ul><li>Time...
8. For a personal and credible approach, which of the marketing communications below should one use? <ul><li>Direct Market...
9. For a pervasive and impersonal approach, which of the marketing mix must be used?  <ul><li>Personal Selling </li></ul><...
9. For a pervasive and impersonal approach, which of the marketing mix must be used?  <ul><li>Personal Selling </li></ul><...
Advertising <ul><li>Advertising </li></ul><ul><li>Pervasiveness </li></ul><ul><li>Amplified expressiveness </li></ul><ul><...
Advertising <ul><li>Advertising </li></ul><ul><li>Pervasiveness </li></ul><ul><li>Amplified expressiveness </li></ul><ul><...
9. For a pervasive and impersonal approach, which of the marketing mix must be used?  <ul><li>Personal Selling </li></ul><...
10. If the objective is to offer competitive incentives or contributions that give additional value to the customer, which...
Advertising http://kathleenmamaradlo.blogspot.com <ul><li>Sales Promotion </li></ul><ul><li>Communication </li></ul><ul><l...
Sales Promotion http://kathleenmamaradlo.blogspot.com <ul><li>Sales Promotion </li></ul><ul><li>Communication </li></ul><u...
10. If the objective is to offer competitive incentives or contributions that give additional value to the customer, which...
TOP 10 Learning Questions for Designing and Managing Integrated Marketing Communication CHAPTER 17 KATHLEEN ANNE MAMARADLO...
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  1. 1. TOP 10 Learning Questions for Designing and Managing Integrated Marketing Communication CHAPTER 17 KATHLEEN ANNE MAMARADLO December 15, 2011 http://kathleenmamaradlo.blogspot.com
  2. 2. 1. Marketing Communications is considered as which ‘P’ in the Marketing Mix (4Ps)? <ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Promotion </li></ul><ul><li>Product </li></ul>http://kathleenmamaradlo.blogspot.com
  3. 3. Marketing Communications <ul><li>Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers , directly or indirectly, about the products and brands they sell. </li></ul>http://kathleenmamaradlo.blogspot.com
  4. 4. Marketing Communications <ul><li>Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers , directly or indirectly, about the products and brands they sell. </li></ul>http://kathleenmamaradlo.blogspot.com PROMOTION refers to the ways by which information regarding the product will be communicated to the consumers
  5. 5. 1. Marketing Communications is considered as which ‘P’ in the Marketing Mix (4Ps)? <ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Promotion </li></ul><ul><li>Product </li></ul>http://kathleenmamaradlo.blogspot.com
  6. 6. 2. The following are examples of the Marketing Communications mix except: <ul><li>Events and experiences </li></ul><ul><li>Public relations and publicity </li></ul><ul><li>Word of mouth </li></ul><ul><li>Sampling </li></ul><ul><li>Personal Selling </li></ul>http://kathleenmamaradlo.blogspot.com
  7. 7. Marketing Communications Mix http://kathleenmamaradlo.blogspot.com <ul><li>Advertising </li></ul><ul><li>Sales promotion </li></ul><ul><li>Events and experiences </li></ul><ul><li>Public relations and publicity </li></ul><ul><li>Direct marketing </li></ul><ul><li>Interactive marketing </li></ul><ul><li>Word-of-mouth marketing </li></ul><ul><li>Personal selling </li></ul>
  8. 8. Marketing Communications Mix http://kathleenmamaradlo.blogspot.com <ul><li>Advertising </li></ul><ul><li>Sales promotion </li></ul><ul><li>Events and experiences </li></ul><ul><li>Public relations and publicity </li></ul><ul><li>Direct marketing </li></ul><ul><li>Interactive marketing </li></ul><ul><li>Word-of-mouth marketing </li></ul><ul><li>Personal selling </li></ul>Sampling is a method used in market research wherein data is Collected from the target market to gain their insights regarding your product.
  9. 9. 2. The following are examples of the Marketing Communications mix except: <ul><li>Events and experiences </li></ul><ul><li>Public relations and publicity </li></ul><ul><li>Word of mouth </li></ul><ul><li>Sampling </li></ul><ul><li>Personal Selling </li></ul>http://kathleenmamaradlo.blogspot.com
  10. 10. 3. IMC’s ultimate goal is to build brand equity which is composed of the following except: <ul><li>Brand awareness </li></ul><ul><li>Brand barriers </li></ul><ul><li>Brand image </li></ul><ul><li>Brand responses </li></ul><ul><li>Brand relationships </li></ul>http://kathleenmamaradlo.blogspot.com
  11. 11. IMC builds brands http://kathleenmamaradlo.blogspot.com
  12. 12. IMC builds brands http://kathleenmamaradlo.blogspot.com Brand Barriers refer to the obstacles encountered by a brand in entering the market
  13. 13. 3. IMC’s ultimate goal is to build brand equity which is composed of the following except: <ul><li>Brand awareness </li></ul><ul><li>Brand barriers </li></ul><ul><li>Brand image </li></ul><ul><li>Brand responses </li></ul><ul><li>Brand relationships </li></ul>http://kathleenmamaradlo.blogspot.com
  14. 14. 4. To ensure understanding between the sender and receiver, the best message ___________ <ul><li>is composed of words/representations that are understandable to both the sender and the receiver </li></ul><ul><li>is constructed in an impressive way to easily get the message across. </li></ul><ul><li>goes through a media with the widest coverage. </li></ul><ul><li>is one wherein the sender can automatically assume how the receiver will decode it </li></ul><ul><li>Merely takes note of the ‘noise’ which can affect how the message will be interpreted. </li></ul>http://kathleenmamaradlo.blogspot.com
  15. 15. Elements of the Communication Process http://kathleenmamaradlo.blogspot.com
  16. 16. Elements of the Communication Process Considering the noise, and the fact that how one receiver decodes a message is may be different from another, it can be said that the best message is composed of words/representations that are understandable to both parties. http://kathleenmamaradlo.blogspot.com
  17. 17. 4. To ensure understanding between the sender and receiver, the best message ___________ <ul><li>is composed of words/representations that are understandable to both the sender and the receiver </li></ul><ul><li>is constructed in an impressive way to easily get the message across. </li></ul><ul><li>goes through a media with the widest coverage. </li></ul><ul><li>is one wherein the sender can automatically assume how the receiver will decode it </li></ul><ul><li>Merely takes note of the ‘noise’ which can affect how the message will be interpreted. </li></ul>http://kathleenmamaradlo.blogspot.com
  18. 18. 5. Considering the communication process, what should the receiver first take note of in preparing his message? <ul><li>Product </li></ul><ul><li>Medium </li></ul><ul><li>Competitors </li></ul><ul><li>Possible ‘noise’ </li></ul><ul><li>Target audience </li></ul>http://kathleenmamaradlo.blogspot.com
  19. 19. Elements of the Communication Process http://kathleenmamaradlo.blogspot.com
  20. 20. Elements of the Communication Process It’s important to begin with a clear target audience as this will be the basis of the content of the message, how it will be delivered as well as when and where it should be said. http://kathleenmamaradlo.blogspot.com
  21. 21. 5. Considering the communication process, what should the receiver first take note of in preparing his message? <ul><li>Product </li></ul><ul><li>Medium </li></ul><ul><li>Competitors </li></ul><ul><li>Possible ‘noise’ </li></ul><ul><li>Target audience </li></ul>http://kathleenmamaradlo.blogspot.com
  22. 22. 6. What transpires during the behaviour stage of the Hierarchy of Effects Model? <ul><li>Purchase </li></ul><ul><li>Preference </li></ul><ul><li>Interest </li></ul><ul><li>Evaluation </li></ul><ul><li>Knowledge </li></ul>http://kathleenmamaradlo.blogspot.com
  23. 23. Response Hierarchy Models http://kathleenmamaradlo.blogspot.com
  24. 24. Response Hierarchy Models http://kathleenmamaradlo.blogspot.com
  25. 25. 6. What transpires during the behaviour stage of the Hierarchy of Effects Model? <ul><li>Purchase </li></ul><ul><li>Preference </li></ul><ul><li>Interest </li></ul><ul><li>Evaluation </li></ul><ul><li>Knowledge </li></ul>http://kathleenmamaradlo.blogspot.com
  26. 26. 7. Below are the different considerations in designing the Communications except: <ul><li>Global adaptation </li></ul><ul><li>Persuasion strategy </li></ul><ul><li>Message source </li></ul><ul><li>Creative strategy </li></ul><ul><li>Message strategy </li></ul>http://kathleenmamaradlo.blogspot.com
  27. 27. Designing the Communications <ul><li>Message strategy </li></ul><ul><li>Creative strategy </li></ul><ul><li>Message source </li></ul><ul><li>Global adaptation </li></ul>http://kathleenmamaradlo.blogspot.com
  28. 28. Designing the Communications <ul><li>Message strategy </li></ul><ul><li>Creative strategy </li></ul><ul><li>Message source </li></ul><ul><li>Global adaptation </li></ul>Persuasion strategy is not part of the strategies in designing Communications because the ultimate goal is not merely to persuade. Rather, the objective is also to inform and remind them of the product. http://kathleenmamaradlo.blogspot.com
  29. 29. 7. Below are the different considerations in designing the Communications except: <ul><li>Global adaptation </li></ul><ul><li>Persuasion strategy </li></ul><ul><li>Message source </li></ul><ul><li>Creative strategy </li></ul><ul><li>Message strategy </li></ul>http://kathleenmamaradlo.blogspot.com
  30. 30. 8. For a personal and credible approach, which of the marketing communications below should one use? <ul><li>Direct Marketing </li></ul><ul><li>Public Relations and Publicity </li></ul><ul><li>Events and Experiences </li></ul><ul><li>Word-of-mouth </li></ul><ul><li>Advertising </li></ul>http://kathleenmamaradlo.blogspot.com
  31. 31. Word-of-Mouth <ul><li>Word-of-Mouth Marketing </li></ul><ul><li>Credible </li></ul><ul><li>Personal </li></ul><ul><li>Timely </li></ul>http://kathleenmamaradlo.blogspot.com
  32. 32. Word-of-Mouth <ul><li>Word-of-Mouth Marketing </li></ul><ul><li>Credible </li></ul><ul><li>Personal </li></ul><ul><li>Timely </li></ul>Word-of-mouth is considered to be a very personal approach as compared to the other components of the marketing mix because it stresses how great personal influence can be. http://kathleenmamaradlo.blogspot.com
  33. 33. 8. For a personal and credible approach, which of the marketing communications below should one use? <ul><li>Direct Marketing </li></ul><ul><li>Public Relations and Publicity </li></ul><ul><li>Events and Experiences </li></ul><ul><li>Word-of-mouth </li></ul><ul><li>Advertising </li></ul>http://kathleenmamaradlo.blogspot.com
  34. 34. 9. For a pervasive and impersonal approach, which of the marketing mix must be used? <ul><li>Personal Selling </li></ul><ul><li>Word-of-Mouth </li></ul><ul><li>Advertising </li></ul><ul><li>Public Relations </li></ul><ul><li>Direct Selling </li></ul>http://kathleenmamaradlo.blogspot.com
  35. 35. 9. For a pervasive and impersonal approach, which of the marketing mix must be used? <ul><li>Personal Selling </li></ul><ul><li>Word-of-Mouth </li></ul><ul><li>Advertising </li></ul><ul><li>Public Relations </li></ul><ul><li>Direct Selling </li></ul>http://kathleenmamaradlo.blogspot.com
  36. 36. Advertising <ul><li>Advertising </li></ul><ul><li>Pervasiveness </li></ul><ul><li>Amplified expressiveness </li></ul><ul><li>Impersonality </li></ul>http://kathleenmamaradlo.blogspot.com
  37. 37. Advertising <ul><li>Advertising </li></ul><ul><li>Pervasiveness </li></ul><ul><li>Amplified expressiveness </li></ul><ul><li>Impersonality </li></ul>http://kathleenmamaradlo.blogspot.com Advertising is considered to be an impersonal approach as it can reach masses of geographically dispersed buyers at a low cost per Exposure. Due to its public nature, it is more often viewed as more legitimate
  38. 38. 9. For a pervasive and impersonal approach, which of the marketing mix must be used? <ul><li>Personal Selling </li></ul><ul><li>Word-of-Mouth </li></ul><ul><li>Advertising </li></ul><ul><li>Public Relations </li></ul><ul><li>Direct Selling </li></ul>http://kathleenmamaradlo.blogspot.com
  39. 39. 10. If the objective is to offer competitive incentives or contributions that give additional value to the customer, which of the following should be used? <ul><li>Sales Promotion </li></ul><ul><li>Word-of-Mouth </li></ul><ul><li>Advertising </li></ul><ul><li>Public Relations </li></ul><ul><li>Direct Selling </li></ul>http://kathleenmamaradlo.blogspot.com
  40. 40. Advertising http://kathleenmamaradlo.blogspot.com <ul><li>Sales Promotion </li></ul><ul><li>Communication </li></ul><ul><li>Incentive </li></ul><ul><li>Invitation </li></ul>
  41. 41. Sales Promotion http://kathleenmamaradlo.blogspot.com <ul><li>Sales Promotion </li></ul><ul><li>Communication </li></ul><ul><li>Incentive </li></ul><ul><li>Invitation </li></ul>Sales Promotion include different tools such as coupons, contests and Premiums to get the customer’s attention and attract him to purchase.
  42. 42. 10. If the objective is to offer competitive incentives or contributions that give additional value to the customer, which of the following should be used? <ul><li>Sales Promotion </li></ul><ul><li>Word-of-Mouth </li></ul><ul><li>Advertising </li></ul><ul><li>Public Relations </li></ul><ul><li>Direct Selling </li></ul>http://kathleenmamaradlo.blogspot.com
  43. 43. TOP 10 Learning Questions for Designing and Managing Integrated Marketing Communication CHAPTER 17 KATHLEEN ANNE MAMARADLO December 15, 2011 http://kathleenmamaradlo.blogspot.com
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