Chapter17 top10 questions_11-1215
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Chapter17 top10 questions_11-1215 Presentation Transcript

  • 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. 1. Marketing Communications is considered as which ‘P’ in the Marketing Mix (4Ps)?
    • Price
    • Place
    • Promotion
    • Product
    http://kathleenmamaradlo.blogspot.com
  • 3. Marketing Communications
    • 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.
    http://kathleenmamaradlo.blogspot.com
  • 4. Marketing Communications
    • 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.
    http://kathleenmamaradlo.blogspot.com PROMOTION refers to the ways by which information regarding the product will be communicated to the consumers
  • 5. 1. Marketing Communications is considered as which ‘P’ in the Marketing Mix (4Ps)?
    • Price
    • Place
    • Promotion
    • Product
    http://kathleenmamaradlo.blogspot.com
  • 6. 2. The following are examples of the Marketing Communications mix except:
    • Events and experiences
    • Public relations and publicity
    • Word of mouth
    • Sampling
    • Personal Selling
    http://kathleenmamaradlo.blogspot.com
  • 7. Marketing Communications Mix http://kathleenmamaradlo.blogspot.com
    • Advertising
    • Sales promotion
    • Events and experiences
    • Public relations and publicity
    • Direct marketing
    • Interactive marketing
    • Word-of-mouth marketing
    • Personal selling
  • 8. Marketing Communications Mix http://kathleenmamaradlo.blogspot.com
    • Advertising
    • Sales promotion
    • Events and experiences
    • Public relations and publicity
    • Direct marketing
    • Interactive marketing
    • Word-of-mouth marketing
    • Personal selling
    Sampling is a method used in market research wherein data is Collected from the target market to gain their insights regarding your product.
  • 9. 2. The following are examples of the Marketing Communications mix except:
    • Events and experiences
    • Public relations and publicity
    • Word of mouth
    • Sampling
    • Personal Selling
    http://kathleenmamaradlo.blogspot.com
  • 10. 3. IMC’s ultimate goal is to build brand equity which is composed of the following except:
    • Brand awareness
    • Brand barriers
    • Brand image
    • Brand responses
    • Brand relationships
    http://kathleenmamaradlo.blogspot.com
  • 11. IMC builds brands http://kathleenmamaradlo.blogspot.com
  • 12. IMC builds brands http://kathleenmamaradlo.blogspot.com Brand Barriers refer to the obstacles encountered by a brand in entering the market
  • 13. 3. IMC’s ultimate goal is to build brand equity which is composed of the following except:
    • Brand awareness
    • Brand barriers
    • Brand image
    • Brand responses
    • Brand relationships
    http://kathleenmamaradlo.blogspot.com
  • 14. 4. To ensure understanding between the sender and receiver, the best message ___________
    • is composed of words/representations that are understandable to both the sender and the receiver
    • is constructed in an impressive way to easily get the message across.
    • goes through a media with the widest coverage.
    • is one wherein the sender can automatically assume how the receiver will decode it
    • Merely takes note of the ‘noise’ which can affect how the message will be interpreted.
    http://kathleenmamaradlo.blogspot.com
  • 15. Elements of the Communication Process http://kathleenmamaradlo.blogspot.com
  • 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. 4. To ensure understanding between the sender and receiver, the best message ___________
    • is composed of words/representations that are understandable to both the sender and the receiver
    • is constructed in an impressive way to easily get the message across.
    • goes through a media with the widest coverage.
    • is one wherein the sender can automatically assume how the receiver will decode it
    • Merely takes note of the ‘noise’ which can affect how the message will be interpreted.
    http://kathleenmamaradlo.blogspot.com
  • 18. 5. Considering the communication process, what should the receiver first take note of in preparing his message?
    • Product
    • Medium
    • Competitors
    • Possible ‘noise’
    • Target audience
    http://kathleenmamaradlo.blogspot.com
  • 19. Elements of the Communication Process http://kathleenmamaradlo.blogspot.com
  • 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. 5. Considering the communication process, what should the receiver first take note of in preparing his message?
    • Product
    • Medium
    • Competitors
    • Possible ‘noise’
    • Target audience
    http://kathleenmamaradlo.blogspot.com
  • 22. 6. What transpires during the behaviour stage of the Hierarchy of Effects Model?
    • Purchase
    • Preference
    • Interest
    • Evaluation
    • Knowledge
    http://kathleenmamaradlo.blogspot.com
  • 23. Response Hierarchy Models http://kathleenmamaradlo.blogspot.com
  • 24. Response Hierarchy Models http://kathleenmamaradlo.blogspot.com
  • 25. 6. What transpires during the behaviour stage of the Hierarchy of Effects Model?
    • Purchase
    • Preference
    • Interest
    • Evaluation
    • Knowledge
    http://kathleenmamaradlo.blogspot.com
  • 26. 7. Below are the different considerations in designing the Communications except:
    • Global adaptation
    • Persuasion strategy
    • Message source
    • Creative strategy
    • Message strategy
    http://kathleenmamaradlo.blogspot.com
  • 27. Designing the Communications
    • Message strategy
    • Creative strategy
    • Message source
    • Global adaptation
    http://kathleenmamaradlo.blogspot.com
  • 28. Designing the Communications
    • Message strategy
    • Creative strategy
    • Message source
    • Global adaptation
    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. 7. Below are the different considerations in designing the Communications except:
    • Global adaptation
    • Persuasion strategy
    • Message source
    • Creative strategy
    • Message strategy
    http://kathleenmamaradlo.blogspot.com
  • 30. 8. For a personal and credible approach, which of the marketing communications below should one use?
    • Direct Marketing
    • Public Relations and Publicity
    • Events and Experiences
    • Word-of-mouth
    • Advertising
    http://kathleenmamaradlo.blogspot.com
  • 31. Word-of-Mouth
    • Word-of-Mouth Marketing
    • Credible
    • Personal
    • Timely
    http://kathleenmamaradlo.blogspot.com
  • 32. Word-of-Mouth
    • Word-of-Mouth Marketing
    • Credible
    • Personal
    • Timely
    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. 8. For a personal and credible approach, which of the marketing communications below should one use?
    • Direct Marketing
    • Public Relations and Publicity
    • Events and Experiences
    • Word-of-mouth
    • Advertising
    http://kathleenmamaradlo.blogspot.com
  • 34. 9. For a pervasive and impersonal approach, which of the marketing mix must be used?
    • Personal Selling
    • Word-of-Mouth
    • Advertising
    • Public Relations
    • Direct Selling
    http://kathleenmamaradlo.blogspot.com
  • 35. 9. For a pervasive and impersonal approach, which of the marketing mix must be used?
    • Personal Selling
    • Word-of-Mouth
    • Advertising
    • Public Relations
    • Direct Selling
    http://kathleenmamaradlo.blogspot.com
  • 36. Advertising
    • Advertising
    • Pervasiveness
    • Amplified expressiveness
    • Impersonality
    http://kathleenmamaradlo.blogspot.com
  • 37. Advertising
    • Advertising
    • Pervasiveness
    • Amplified expressiveness
    • Impersonality
    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. 9. For a pervasive and impersonal approach, which of the marketing mix must be used?
    • Personal Selling
    • Word-of-Mouth
    • Advertising
    • Public Relations
    • Direct Selling
    http://kathleenmamaradlo.blogspot.com
  • 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?
    • Sales Promotion
    • Word-of-Mouth
    • Advertising
    • Public Relations
    • Direct Selling
    http://kathleenmamaradlo.blogspot.com
  • 40. Advertising http://kathleenmamaradlo.blogspot.com
    • Sales Promotion
    • Communication
    • Incentive
    • Invitation
  • 41. Sales Promotion http://kathleenmamaradlo.blogspot.com
    • Sales Promotion
    • Communication
    • Incentive
    • Invitation
    Sales Promotion include different tools such as coupons, contests and Premiums to get the customer’s attention and attract him to purchase.
  • 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?
    • Sales Promotion
    • Word-of-Mouth
    • Advertising
    • Public Relations
    • Direct Selling
    http://kathleenmamaradlo.blogspot.com
  • 43. TOP 10 Learning Questions for Designing and Managing Integrated Marketing Communication CHAPTER 17 KATHLEEN ANNE MAMARADLO December 15, 2011 http://kathleenmamaradlo.blogspot.com