Ch 17 designing imc monedero

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Ch 17 designing imc monedero

  1. 1. TOP 10 Learning Questions for<br />Chapter 17<br />Designing and Managing<br />Integrated Marketing Communications<br />Mary Rose Monedero<br />September 24, 2010<br />
  2. 2. 1. Marketing communications can contribute to ____.<br />Brand Equity<br />Brand Awareness<br />Brand Image<br />Brand Value<br />Brand Equity or Brand Image<br />
  3. 3. Marketing Communications<br />Kotler p. 512<br /> 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.<br />
  4. 4. Brand Equity encompasses the ff:<br />Kotler p. 513<br />Brand Awareness<br />Brand Responses<br />Brand Equity<br />Brand Relationships<br />Brand Image<br />
  5. 5. 1. Marketing communications can contribute to ____.<br />Brand Equity<br />Brand Awareness<br />Brand Image<br />Brand Value<br />Brand Equity or Brand Image<br />
  6. 6. 2. ____ is a variety of programs designed to promote or protect a company’s image or individual products.<br />Events and Experiences <br />Direct Marketing<br />Public Relations and Publicity<br />Interactive Marketing<br />Direct and Interactive Marketing<br />
  7. 7. There are 8 modes of Marketing Communications:<br />Advertising<br />Sales Promotion<br />Events and Experiences<br />Public Relations and Publicity<br />Direct Marketing<br />Interactive Marketing<br />Word-of-Mouth marketing<br />Personal Selling<br />
  8. 8. Public Relations defined…<br />Kotler p. 512, 528-529<br /> 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.<br />
  9. 9. 2. ____ is a variety of programs designed to promote or protect a company’s image or individual products.<br />Events and Experiences <br />Direct Marketing<br />Public Relations and Publicity<br />Interactive Marketing<br />Direct and Interactive Marketing<br />
  10. 10. 3. Transformational Appeals include the following except<br /> Fear<br /> Guilt<br /> Pride <br /> Logic <br /> Humor<br />
  11. 11. There are 2 Creative Strategies that can be employed: <br />Informational Appeals<br />Transformational appeals<br />Include positive and negative appeals such as<br />Fear<br />Guilt<br />Shame<br />Humor<br />Love<br />Pride<br />Joy<br />
  12. 12. How do they differ? <br />Transformational Appeal is a creative strategy that elaborates on a non-product-related benefit or image. It includes negative and positive appeals. <br />Informational Appeal elaborates on product service attributes or benefits. <br />Kotler p. 517-518<br />
  13. 13. 3. Transformational Appeals include the following except<br /> Fear<br /> Guilt<br /> Pride <br /> Logic<br /> Humor<br />
  14. 14. 4. All are non-personal communication channels except<br /> Media channels<br /> Sales Promotions<br /> Events and Experiences<br /> Public Relations<br /> Social channels<br />
  15. 15. There are two Communication Channels to be selected:<br />Personal channels<br />Non-personal channels<br />Or, these channels can be integrated!<br />
  16. 16. What’s the difference?<br />Non-personal communication channels are communications directed to more than one person and include media, sales promotions, events and experiences, and public relations. <br />Personal communication channels let two or more persons communicate face to face, person to audience, over the telephone or through email. <br />Kotler p. 522<br />
  17. 17. 4. All are non-personal communication channels except<br /> Media channels<br /> Sales Promotions<br /> Events and Experiences<br /> Public Relations<br /> Social channels<br />
  18. 18. 5. Which of the following is true?<br />Personal selling is the most effective tool at the growth stage of product life cycle. <br />Sales promotion highlights product offers and boosts sagging sales. <br />Events and experiences are credible, interactive and personal. <br />Advertising should be used at all times to promote any product or service. <br />Direct marketing creates daily or special brand-related interactions. <br />
  19. 19. What is Sales Promotion?<br /> 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. <br />Kotler p. 512, 527<br />
  20. 20. Advertising vs. Sales Promotion<br />ADVERTISING<br />-Print and broadcast ads<br />-Packaging inserts<br />-Motion pictures<br />-Brochures and booklet<br />-Posters<br />-Billboards<br />-POP displays<br />-Logos<br />-Video Tapes<br />SALES PROMOTION<br />-Contests, games, sweepstakes<br />-Premiums<br />-Sampling<br />-Trade shows, exhibits<br />-Coupons<br />-Rebates<br />-Entertainment<br />-Continuity Programs<br />
  21. 21. 5. Which of the following is true?<br />Personal selling is the most effective tool at the growth stage of product life cycle. <br />Sales promotion highlights product offers and boosts sagging sales.<br />Events and experiences are credible, interactive and personal. <br />Advertising should be used at all times to promote any product or service. <br />Direct marketing creates daily or special brand-related interactions. <br />
  22. 22. 6. Which of the following is false?<br />Advocate channels consist of company salespeople contacting buyers in the target market. <br />Advertising reaches geographically dispersed buyers. <br />Target audience can be profiled in terms of usage and loyalty. <br />Establishing the budget is the first step in developing effective communications. <br />Brand recognition is important inside the store; brand recall is important outside the store. <br />
  23. 23. There are 8 steps in developing effective communications:<br />Kotler p. 516-525<br />1. Identify target audience<br />2. Determine objectives<br />3. Design communications<br />4. Select channels <br />5. Establish budget <br />6. Decide on media mix<br />7. Measure results<br />8. Manage Integrated Marketing Communications <br />
  24. 24. In establishing the budget, there are 4 methods to choose from:<br />Affordable<br />Percentage-of-Sales<br />Competitive Parity<br />Objective and Task <br />
  25. 25. 6. Which of the following is false?<br />Advocate channels consist of company salespeople contacting buyers in the target market. <br />Advertising reaches geographically dispersed buyers. <br />Target audience can be profiled in terms of usage and loyalty. <br />Establishing the budget is the first step in developing effective communications. <br />Brand recognition is important inside the store; brand recall is important outside the store. <br />
  26. 26. 7. HSBC agents who contact customers on their cellphones to promote a new credit card product or service is an example of<br />Public Relations<br />Direct Marketing<br />Interactive Marketing<br />Word of Mouth Marketing<br />Personal Selling<br />
  27. 27. What is Direct Marketing?<br /> Direct Marketing uses mail, telephone, fax, email, or Internet to communicate directly with or solicit response or dialogue from specific customers and prospects. <br />Kotler p. 512<br />
  28. 28. Direct and Interactive marketing share three distinctive characteristics: <br />Customized – message can be prepared to appeal to the addressed individual<br />Up-to-date – message can be prepared very quickly<br />Interactive – message can be changed depending on the person’s response<br />Kotler p. 529<br />
  29. 29. 7. HSBC agents who contact customers on their cellphones to promote a new credit card product or service is an example of<br />Public Relations<br />Direct Marketing<br />Interactive Marketing<br />Word of Mouth Marketing<br />Personal Selling<br />
  30. 30. 8. Manny Pacquio as endorser of Alaxan is an example of which communication design<br />Message strategy <br />Creative strategy<br />Message source<br />Global adaptation<br />All of the above<br />
  31. 31. Designing the Communications includes the following: <br />Message Strategy<br />Creative Strategy<br />Message Source<br />Global Adaptation<br />
  32. 32. What is Message Source?<br />Kotler p. 519<br /> 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. <br />
  33. 33. 8. Manny Pacquio as endorser of Alaxan is an example of which communication design<br />Message strategy <br />Creative strategy<br />Message source<br />Global adaptation<br />All of the above<br />
  34. 34. 9. Nestea Camp in Boracay is an example of which mode of communication<br />Interactive Marketing<br />Public Relations and Publicity<br />Sales Promotion<br />Events and Experiences <br />Sales Promotion and Public Relations<br />
  35. 35. Non-personal Communications Channels include the ff:<br />Media<br />Sales Promotions<br />Events and Experiences<br />Public Relations<br />Kotler p. 522<br />
  36. 36. Events and Experiences<br /> 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.<br />Kotler p. 523<br />
  37. 37. 9. Nestea Camp in Boracay is an example of which mode of communication<br />Interactive Marketing<br />Public Relations and Publicity<br />Sales Promotion<br />Events and Experiences <br />Sales Promotion and Public Relations<br />
  38. 38. 10. Honda’s 5% allocation for promotion, based on car sales price, exemplifies which budget method<br /> Affordable Method<br /> Percentage-Of-Sales Method<br /> Competitive-Parity Method<br /> Objective-And-Task Method<br /> None of the Above<br />
  39. 39. The Marketing Communications Budget<br />Four common methods are used to decide on the promotion budget:<br />Affordable method – set a promotion budget at what the company thinks it can afford<br />Percentage-of-sales method – set promotion expenditures at a specified percentage of sales (either current or anticipated) or of the sales price. <br />Competitive-parity method – to achieve share of voice parity with competitors<br />Objective-and-task method – by defining specific objectives, determining the takes to achieve objectives, and estimating the costs of performing these tasks <br />Kotler p. 524-525 <br />
  40. 40. What makes the Percentage-of-Sales method attractive to some companies?<br />Promotion expenditures will vary with what the company can afford<br />Management will relate promotion cost, selling price and profit per unit<br />Encourages stability when competing firms spend approximately the same percentage of sales on promotion<br />Kotler p. 524-525 <br />
  41. 41. 10. Honda’s 5% allocation for promotion, based on car sales price, exemplifies which budget method<br /> Affordable Method<br /> Percentage-Of-Sales Method<br /> Competitive-Parity Method<br /> Objective-And-Task Method<br /> None of the Above<br />
  42. 42. TOP 10 Learning Questions for<br />Chapter 17<br />Designing and Managing<br />Integrated Marketing Communications<br />Mary Rose Monedero<br />September 24, 2010<br />

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