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Ch 17 designing imc monedero Ch 17 designing imc monedero Presentation Transcript

  • TOP 10 Learning Questions for
    Chapter 17
    Designing and Managing
    Integrated Marketing Communications
    Mary Rose Monedero
    September 24, 2010
  • 1. Marketing communications can contribute to ____.
    Brand Equity
    Brand Awareness
    Brand Image
    Brand Value
    Brand Equity or Brand Image
  • Marketing Communications
    Kotler p. 512
    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.
  • Brand Equity encompasses the ff:
    Kotler p. 513
    Brand Awareness
    Brand Responses
    Brand Equity
    Brand Relationships
    Brand Image
  • 1. Marketing communications can contribute to ____.
    Brand Equity
    Brand Awareness
    Brand Image
    Brand Value
    Brand Equity or Brand Image
  • 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
  • There are 8 modes of Marketing Communications:
    Advertising
    Sales Promotion
    Events and Experiences
    Public Relations and Publicity
    Direct Marketing
    Interactive Marketing
    Word-of-Mouth marketing
    Personal Selling
  • Public Relations defined…
    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.
  • 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
  • 3. Transformational Appeals include the following except
    Fear
    Guilt
    Pride
    Logic
    Humor
  • There are 2 Creative Strategies that can be employed:
    Informational Appeals
    Transformational appeals
    Include positive and negative appeals such as
    Fear
    Guilt
    Shame
    Humor
    Love
    Pride
    Joy
  • How do they differ?
    Transformational Appeal is a creative strategy that elaborates on a non-product-related benefit or image. It includes negative and positive appeals.
    Informational Appeal elaborates on product service attributes or benefits.
    Kotler p. 517-518
  • 3. Transformational Appeals include the following except
    Fear
    Guilt
    Pride
    Logic
    Humor
  • 4. All are non-personal communication channels except
    Media channels
    Sales Promotions
    Events and Experiences
    Public Relations
    Social channels
  • There are two Communication Channels to be selected:
    Personal channels
    Non-personal channels
    Or, these channels can be integrated!
  • What’s the difference?
    Non-personal communication channels are communications directed to more than one person and include media, sales promotions, events and experiences, and public relations.
    Personal communication channels let two or more persons communicate face to face, person to audience, over the telephone or through email.
    Kotler p. 522
  • 4. All are non-personal communication channels except
    Media channels
    Sales Promotions
    Events and Experiences
    Public Relations
    Social channels
  • 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.
  • What is 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.
    Kotler p. 512, 527
  • Advertising vs. Sales Promotion
    ADVERTISING
    -Print and broadcast ads
    -Packaging inserts
    -Motion pictures
    -Brochures and booklet
    -Posters
    -Billboards
    -POP displays
    -Logos
    -Video Tapes
    SALES PROMOTION
    -Contests, games, sweepstakes
    -Premiums
    -Sampling
    -Trade shows, exhibits
    -Coupons
    -Rebates
    -Entertainment
    -Continuity Programs
  • 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.
  • 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.
  • There are 8 steps in developing effective communications:
    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
  • In establishing the budget, there are 4 methods to choose from:
    Affordable
    Percentage-of-Sales
    Competitive Parity
    Objective and Task
  • 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.
  • 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
  • What is 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.
    Kotler p. 512
  • Direct and Interactive marketing share three distinctive characteristics:
    Customized – message can be prepared to appeal to the addressed individual
    Up-to-date – message can be prepared very quickly
    Interactive – message can be changed depending on the person’s response
    Kotler p. 529
  • 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
  • 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
  • Designing the Communications includes the following:
    Message Strategy
    Creative Strategy
    Message Source
    Global Adaptation
  • What is Message Source?
    Kotler p. 519
    Message source pertains to the messages delivered by attractive or popular sources which can achieve higher attention and recall. This is why advertisers often use celebrities.
  • 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
  • 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
  • Non-personal Communications Channels include the ff:
    Media
    Sales Promotions
    Events and Experiences
    Public Relations
    Kotler p. 522
  • 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.
    Kotler p. 523
  • 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
  • 10. Honda’s 5% allocation for promotion, based on car sales price, exemplifies which budget method
    Affordable Method
    Percentage-Of-Sales Method
    Competitive-Parity Method
    Objective-And-Task Method
    None of the Above
  • The Marketing Communications Budget
    Four common methods are used to decide on the promotion budget:
    Affordable method – set a promotion budget at what the company thinks it can afford
    Percentage-of-sales method – set promotion expenditures at a specified percentage of sales (either current or anticipated) or of the sales price.
    Competitive-parity method – to achieve share of voice parity with competitors
    Objective-and-task method – by defining specific objectives, determining the takes to achieve objectives, and estimating the costs of performing these tasks
    Kotler p. 524-525
  • What makes the Percentage-of-Sales method attractive to some companies?
    Promotion expenditures will vary with what the company can afford
    Management will relate promotion cost, selling price and profit per unit
    Encourages stability when competing firms spend approximately the same percentage of sales on promotion
    Kotler p. 524-525
  • 10. Honda’s 5% allocation for promotion, based on car sales price, exemplifies which budget method
    Affordable Method
    Percentage-Of-Sales Method
    Competitive-Parity Method
    Objective-And-Task Method
    None of the Above
  • TOP 10 Learning Questions for
    Chapter 17
    Designing and Managing
    Integrated Marketing Communications
    Mary Rose Monedero
    September 24, 2010