Chapter 17 Designing and Managing Integrated Marketing Yang Zhao Apr. 5.2011 http://zhaointote.blogspot.com/
1.How many modes of marketing communication mix? <ul><li>A. 2 </li></ul><ul><li>B. 4 </li></ul><ul><li>C. 6 </li></ul><ul>...
Models of Marketing Communications Direct marketing Word of mouth Advertising Sales promotion Events and experiences PRs &...
Marketing Communication mix  (8 major models of Communication) <ul><li>Advertising </li></ul><ul><li>Any paid form of non-...
Marketing Communication mix  (8 major models of Communication) <ul><li>Direct Marketing </li></ul><ul><li>User of mail, Te...
How many models of marketing communication mix? <ul><li>A. 2 </li></ul><ul><li>B. 4 </li></ul><ul><li>C. 6 </li></ul><ul><...
2. Correct Sequence for Macromodel of Communication process <ul><li>Sender, Encoding, Message, Media, Decoding, Receiver, ...
Correct Sequence for Macromodel of Communication process <ul><li>Two represent major parities in communication is  </li></...
Micromodel of Communication  Process Chart http://zhaointote.blogspot.com/
2.  Correct sequence for Micromodel of Communication Process. <ul><li>Sender, Encoding, Message, Media, Decoding, Receiver...
3.The hierarchy-of-effects in marketing communications <ul><li>a)  Attention - Interest - Desire - Action </li></ul><ul><l...
The model of Hierarchy-of-Effects is  ____ <ul><li>b) </li></ul><ul><li>Awareness </li></ul><ul><li>Knowledge </li></ul><u...
Model in chart http://zhaointote.blogspot.com/
3.Correct the hierarchy-of-effects in marketing communications <ul><li>a)  Attention - Interest - Desire - Action </li></u...
4.Which is not following Nonpersonal Communication Channels? <ul><li>Media </li></ul><ul><li>Sales Promotions </li></ul><u...
Four channels in Nonpersonal Communications Media Sales Promotion Event & Experience Public Relations http://zhaointote.bl...
Concepts of Nonpersonal Communications  <ul><li>Media-Consist of print media(Newspaper and magazines); Broadcast media rad...
4.Which is not following Nonpersonal Communication Channels? <ul><li>Media </li></ul><ul><li>Sales Promotions </li></ul><u...
5. True and false <ul><li>Category need is establishing a product or service category as necessary to  remove or satisfy a...
The Correct Concept is <ul><li>c)  </li></ul><ul><li>The principle of congruity implies that communicators can user their ...
Celebrity VS. Brand Celebrity Communicators  Brand http://zhaointote.blogspot.com/
5. True and false <ul><li>Category need is establishing a product or service category as necessary to  remove or satisfy a...
6. In percentage-of-sale Method, what kind of condition NOT being to considered? <ul><li>Completely Ignores the role of pr...
Percentage-of-Sales Method <ul><li>Supporters of the percentage-of-sales method see a number of advantages.  First , Promo...
Total Marketing Communication target <ul><li>A.  Affordable Method </li></ul><ul><li>Completely Ignores the role of promot...
6. In percentage-of-sale Method, what kind of condition NOT being to considered? <ul><li>Completely Ignores the role of pr...
7.Fill the blank <ul><li>Multinational companies wrestle with a number of challenges in developing global communications p...
Global Adaptations <ul><li>Multinational companies wrestle with a number of challenges in developing global communications...
Four Elements of Adaptations <ul><li>Product </li></ul><ul><li>Many product are restricted or  forbidden in certain parts ...
7. The blank answer is___ <ul><li>Brand, product, Model, headquarters or Locally </li></ul><ul><li>Product, market Segment...
8.Choose one of four important personal selling contributions of an effectively trained company sales force <ul><li>Increa...
Personal selling <ul><li>Increased stock position. </li></ul><ul><li>Enthusiasm building </li></ul><ul><li>Missionary Sell...
Four Important Contribution in Personal selling <ul><li>Increased stock position </li></ul><ul><li>Sales reps can persuade...
8.Correct contribution of an effectively trained company sales force <ul><li>Increased stock position </li></ul><ul><li>En...
9. Which is NOT True? <ul><li>Integrated marketing communications is a concept of marketing communications planning that r...
The Cost of market-logistic <ul><li>M=T+FW+VW+S </li></ul><ul><li>M:  Total market-logistic cost of proposed system </li><...
M=T+FW+VW+S M T FW VW S http://zhaointote.blogspot.com/
Which is NOT True? <ul><li>Integrated marketing communications is a concept of marketing communications planning that reco...
10.Ethical in Marketing Communications <ul><li>Went to personal room without permission. </li></ul><ul><li>Telling the buy...
Why Unethical? <ul><li>A person who without permission went inside the personal room or office. It is unethical. Because t...
Tell the Truth! <ul><li>As a human, everybody wants to be treated fairly. So we should build self confidence. In marketing...
10.Ethical in Marketing Communications <ul><li>Went to personal room without permission </li></ul><ul><li>Telling the buye...
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Chapter 17 designing and managing integrated marketing zhao

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Chapter 17 designing and managing integrated marketing zhao

  1. 1. Chapter 17 Designing and Managing Integrated Marketing Yang Zhao Apr. 5.2011 http://zhaointote.blogspot.com/
  2. 2. 1.How many modes of marketing communication mix? <ul><li>A. 2 </li></ul><ul><li>B. 4 </li></ul><ul><li>C. 6 </li></ul><ul><li>D. 8 </li></ul><ul><li>E. 10 </li></ul>http://zhaointote.blogspot.com/
  3. 3. Models of Marketing Communications Direct marketing Word of mouth Advertising Sales promotion Events and experiences PRs & Publicity Interactive Marketing Personal Selling http://zhaointote.blogspot.com/
  4. 4. Marketing Communication mix (8 major models of Communication) <ul><li>Advertising </li></ul><ul><li>Any paid form of non-personal and promotion of ideas, goods, or services by an identified sponsor. </li></ul><ul><li>Sales Promotion </li></ul><ul><li>A variety of short-term incentives to encourage trial or purchase of a product or service </li></ul><ul><li>Events and experience </li></ul><ul><li>Company-sponsored activities and programs designed to create daily or special brand-related interactions </li></ul><ul><li>Public relations and publicity </li></ul><ul><li>A program designed to promote or protect a company's image or its individual products </li></ul>http://zhaointote.blogspot.com/
  5. 5. Marketing Communication mix (8 major models of Communication) <ul><li>Direct Marketing </li></ul><ul><li>User of mail, Tel, fax, e-mail, or Internet to communicate directly with or solicit response or dialogue from specific, customers and prospects. </li></ul><ul><li>Interactive Marketing </li></ul><ul><li>Online activities and programs designed to engaged customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services </li></ul><ul><li>Word- of - Mouth Marketing </li></ul><ul><li>People-to-people oral, written, or electronic communications that related to merits or experiences of purchasing or using products or services. </li></ul><ul><li>Personal Selling </li></ul><ul><li>Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders. </li></ul>http://zhaointote.blogspot.com/
  6. 6. How many models of marketing communication mix? <ul><li>A. 2 </li></ul><ul><li>B. 4 </li></ul><ul><li>C. 6 </li></ul><ul><li>D. 8 </li></ul><ul><li>E. 10 </li></ul>http://zhaointote.blogspot.com/
  7. 7. 2. Correct Sequence for Macromodel of Communication process <ul><li>Sender, Encoding, Message, Media, Decoding, Receiver, Noise, Response, Feedback </li></ul><ul><li>Message, Media, Sender, Encoding, Decoding, Receiver, Noise, Response, Feedback </li></ul><ul><li>Sender, Encoding, Decoding, Receiver, Noise, Message, Media, Response, Feedback </li></ul><ul><li>Encoding, Decoding, Receiver, Noise, Sender, Encoding, Message, Media, Response, Feedback </li></ul>http://zhaointote.blogspot.com/
  8. 8. Correct Sequence for Macromodel of Communication process <ul><li>Two represent major parities in communication is </li></ul><ul><li>sender and receiver; </li></ul><ul><li>Two represent major communication tools is </li></ul><ul><li>message and media. </li></ul><ul><li>Four represent major communication functions is encoding, decoding, response and feedback. </li></ul><ul><li>The last element in the system is noise. </li></ul>http://zhaointote.blogspot.com/
  9. 9. Micromodel of Communication Process Chart http://zhaointote.blogspot.com/
  10. 10. 2. Correct sequence for Micromodel of Communication Process. <ul><li>Sender, Encoding, Message, Media, Decoding, Receiver, Noise, Response, Feedback </li></ul><ul><li>Message, Media, Sender, Encoding, Decoding, Receiver, Noise, Response, Feedback </li></ul><ul><li>Sender, Encoding, Decoding, Receiver, Noise, Message, Media, Response, Feedback </li></ul><ul><li>Encoding, Decoding, Receiver, Noise, Sender, Encoding, Message, Media, Response, Feedback </li></ul>http://zhaointote.blogspot.com/
  11. 11. 3.The hierarchy-of-effects in marketing communications <ul><li>a) Attention - Interest - Desire - Action </li></ul><ul><li>b) Awareness - Knowledge - Liking - Preference - </li></ul><ul><li>Conviction - Purchase </li></ul><ul><li>c) Exposure - Reception - Cognitive Response - </li></ul><ul><li>Attitude - Intention - Behavior </li></ul><ul><li>d) Awareness - Interest - Evaluation - Trial - </li></ul><ul><li>Adoption </li></ul>http://zhaointote.blogspot.com/
  12. 12. The model of Hierarchy-of-Effects is ____ <ul><li>b) </li></ul><ul><li>Awareness </li></ul><ul><li>Knowledge </li></ul><ul><li>Liking </li></ul><ul><li>Preference </li></ul><ul><li>Conviction </li></ul><ul><li>Purchase </li></ul>http://zhaointote.blogspot.com/
  13. 13. Model in chart http://zhaointote.blogspot.com/
  14. 14. 3.Correct the hierarchy-of-effects in marketing communications <ul><li>a) Attention - Interest - Desire - Action </li></ul><ul><li>b) Awareness - Knowledge - Liking - Preference - </li></ul><ul><li>Conviction - Purchase </li></ul><ul><li>c) Exposure - Reception - Cognitive Response - </li></ul><ul><li>Attitude - Intention - Behavior </li></ul><ul><li>d) Awareness - Interest - Evaluation - Trial - </li></ul><ul><li>Adoption </li></ul>http://zhaointote.blogspot.com/
  15. 15. 4.Which is not following Nonpersonal Communication Channels? <ul><li>Media </li></ul><ul><li>Sales Promotions </li></ul><ul><li>Events and Experiences </li></ul><ul><li>Public relations </li></ul><ul><li>Personal selling </li></ul>http://zhaointote.blogspot.com/
  16. 16. Four channels in Nonpersonal Communications Media Sales Promotion Event & Experience Public Relations http://zhaointote.blogspot.com/ Personal selling
  17. 17. Concepts of Nonpersonal Communications <ul><li>Media-Consist of print media(Newspaper and magazines); Broadcast media radio and Television);network Media; Most nonpersonal messages come through paid media. </li></ul><ul><li>Sales Promotion- Consist of consumer promotions; trade promotions; and business and sale-force promotions. </li></ul><ul><li>Events and Experiences-Include sports, arts, entertainment, and cause events as well as less formal activities that create novel brand interactions with consumers. </li></ul><ul><li>Public Relations- Include communications directed internally to employees of the company or externally to consumers, other firms, the government, and media. </li></ul><ul><li>Personal selling is not belongs to Nonpersonal communications </li></ul>http://zhaointote.blogspot.com/
  18. 18. 4.Which is not following Nonpersonal Communication Channels? <ul><li>Media </li></ul><ul><li>Sales Promotions </li></ul><ul><li>Events and Experiences </li></ul><ul><li>Public relations </li></ul><ul><li>Personal selling </li></ul>http://zhaointote.blogspot.com/
  19. 19. 5. True and false <ul><li>Category need is establishing a product or service category as necessary to remove or satisfy a perceived discrepancy between a current motivational state and desired emotional state. </li></ul><ul><li>Communication effectiveness depends on how a message is being expressed. </li></ul><ul><li>The principle of congruity implies that communicators can user their good image to increase some negative feelings towards a brand but in the process might earn some money from audience. </li></ul><ul><li>Today, more and more multinational companies are attempting to build a global brand image by using the same advertising in all market. </li></ul><ul><li>There are two useful communications process models are: Macro model and Micromodel. </li></ul>http://zhaointote.blogspot.com/
  20. 20. The Correct Concept is <ul><li>c) </li></ul><ul><li>The principle of congruity implies that communicators can user their good image to reduce some negative feelings towards a brand but in the process might lost some esteem of audience. </li></ul>http://zhaointote.blogspot.com/
  21. 21. Celebrity VS. Brand Celebrity Communicators Brand http://zhaointote.blogspot.com/
  22. 22. 5. True and false <ul><li>Category need is establishing a product or service category as necessary to remove or satisfy a perceived discrepancy between a current motivational state and desired emotional state. </li></ul><ul><li>Communication effectiveness depends on how a message is being expressed. </li></ul><ul><li>The principle of congruity implies that communicators can user their good image to increase some negative feelings towards a brand but in the process might earn some money from audience. </li></ul><ul><li>Today, more and more multinational companies are attempting to build a global brand image by using the same advertising in all market. </li></ul><ul><li>There are two useful communications process models are: Macro model and Micromodel. </li></ul>http://zhaointote.blogspot.com/
  23. 23. 6. In percentage-of-sale Method, what kind of condition NOT being to considered? <ul><li>Completely Ignores the role of promotion as an investment and immediate impact of promotion on sales volume. </li></ul><ul><li>Promotion expenditures will vary with what the company can afford. </li></ul><ul><li>Encouraging management to think of relationship among promotion cost, selling price, and profit per unit. </li></ul><ul><li>Encouraging stability when completing firms spend approximately the same percentage of their sales on promotion </li></ul>http://zhaointote.blogspot.com/
  24. 24. Percentage-of-Sales Method <ul><li>Supporters of the percentage-of-sales method see a number of advantages. First , Promotion expenditures will vary with what the company can afford. This satisfies financial managers , who believe expenses should be closely related to the movement of the corporate sales over the business cycle. Second , it encourages management think of relationship among promotion cost, selling price, and profit per unit. Third , it encourages stability when completing firms spend approximately the same percentage of their sales on promotion </li></ul>http://zhaointote.blogspot.com/
  25. 25. Total Marketing Communication target <ul><li>A. Affordable Method </li></ul><ul><li>Completely Ignores the role of promotion as an investment and immediate </li></ul><ul><li>impact of promotion on sales volume. </li></ul><ul><li>B. Percentage-of-Sales Method </li></ul><ul><li>C. Competitive-Parity Method </li></ul><ul><li>Company set their promotion budget to achieve share-of-voice parity with competitors. </li></ul><ul><li>D. Objective-and-Task Method </li></ul><ul><li>Calls upon marketers to develop promotion budgets by defining specific </li></ul><ul><li>objectives, determining the tasks that must be performed to achieve </li></ul><ul><li>these objectives, determining the tasks that must be performed to </li></ul><ul><li>achieve these objectives , and estimating the costs of performing these </li></ul><ul><li>tasks. </li></ul>http://zhaointote.blogspot.com/
  26. 26. 6. In percentage-of-sale Method, what kind of condition NOT being to considered? <ul><li>Completely Ignores the role of promotion as an investment and immediate impact of promotion on sales volume. </li></ul><ul><li>Promotion expenditures will vary with what the company can afford. </li></ul><ul><li>Encouraging management to think of relationship among promotion cost, selling price, and profit per unit. </li></ul><ul><li>Encouraging stability when completing firms spend approximately the same percentage of their sales on promotion </li></ul>http://zhaointote.blogspot.com/
  27. 27. 7.Fill the blank <ul><li>Multinational companies wrestle with a number of challenges in developing global communications programs: they must decide whether the_______ is appropriate for a country. They must make sure the______ they address is both legal and customary. They must decide whether the _____of the ad is acceptable, and whether ads should be created at ____. </li></ul><ul><li>Brand, product, Model, headquarters or Locally </li></ul><ul><li>Product, market Segment, Style , Local Or Global </li></ul><ul><li>Brand, Channel, Message source, headquarters or Locally </li></ul><ul><li>Product, Channel, Style , Local Or Global </li></ul>http://zhaointote.blogspot.com/
  28. 28. Global Adaptations <ul><li>Multinational companies wrestle with a number of challenges in developing global communications programs: they must decide whether the product is appropriate for a country. They must make sure the market segment they address is both legal and customary. They must decide whether the style of the ad is acceptable, and whether ads should be created at Local Or Global. </li></ul>http://zhaointote.blogspot.com/
  29. 29. Four Elements of Adaptations <ul><li>Product </li></ul><ul><li>Many product are restricted or forbidden in certain parts of the world. </li></ul><ul><li>Market Segment </li></ul><ul><li>Style </li></ul><ul><li>Comparative ads, although acceptable and even common in the US and Canada, are less commonly used in UK, unacceptable in Japan. </li></ul><ul><li>Local and Global </li></ul><ul><li>Today, more and more multinational companies are attempting to build a global brand image by using the same ad in all markets. </li></ul>http://zhaointote.blogspot.com/
  30. 30. 7. The blank answer is___ <ul><li>Brand, product, Model, headquarters or Locally </li></ul><ul><li>Product, market Segment, Style , Local Or Global </li></ul><ul><li>Brand, Channel, Message source, headquarters or Locally </li></ul><ul><li>Product, Channel, Style , Local Or Glob al </li></ul>http://zhaointote.blogspot.com/
  31. 31. 8.Choose one of four important personal selling contributions of an effectively trained company sales force <ul><li>Increased stock position </li></ul><ul><li>Enthusiasm building </li></ul><ul><li>Missionary selling </li></ul><ul><li>High credibility </li></ul><ul><li>Key account management </li></ul>http://zhaointote.blogspot.com/
  32. 32. Personal selling <ul><li>Increased stock position. </li></ul><ul><li>Enthusiasm building </li></ul><ul><li>Missionary Selling </li></ul><ul><li>Key Account Management </li></ul>http://zhaointote.blogspot.com/
  33. 33. Four Important Contribution in Personal selling <ul><li>Increased stock position </li></ul><ul><li>Sales reps can persuade dealers to take more stock and devote mote </li></ul><ul><li>shelf space to the company’s brand. </li></ul><ul><li>Enthusiasm building </li></ul><ul><li>Sales reps can building dealer enthusiasm by dramatizing planned advertising and sales promotion backup </li></ul><ul><li>Missionary Selling </li></ul><ul><li>Sales reps can sign up more dealers </li></ul><ul><li>Key Account Management </li></ul><ul><li>Sales Reps can take responsibility for growing business with the most important accounts. </li></ul>http://zhaointote.blogspot.com/
  34. 34. 8.Correct contribution of an effectively trained company sales force <ul><li>Increased stock position </li></ul><ul><li>Enthusiasm building </li></ul><ul><li>Missionary selling </li></ul><ul><li>High credibility </li></ul><ul><li>Key account management </li></ul>http://zhaointote.blogspot.com/
  35. 35. 9. Which is NOT True? <ul><li>Integrated marketing communications is a concept of marketing communications planning that recognizes the added value of a comprehensive plan. </li></ul><ul><li>Communications objectives may involves category needs, brand awareness, brand attitude, or brand purchase intention. </li></ul><ul><li>The communications process consists of nine elements: senders, receivers, message, media, encoding, decoding, response, feedback, and noise. </li></ul><ul><li>Each possible market-logistic system will lead to the follow cost: M = FW+ VW+ S </li></ul>http://zhaointote.blogspot.com/
  36. 36. The Cost of market-logistic <ul><li>M=T+FW+VW+S </li></ul><ul><li>M: Total market-logistic cost of proposed system </li></ul><ul><li>T: Total freight cost of proposed system </li></ul><ul><li>FW: Total fixed warehouse cost of proposed system </li></ul><ul><li>VW: Total variable warehouse costs (including inventory) of </li></ul><ul><li>proposed system </li></ul><ul><li>S: Total cost of lost sales due to average delivery delay under </li></ul><ul><li>proposed system </li></ul>http://zhaointote.blogspot.com/
  37. 37. M=T+FW+VW+S M T FW VW S http://zhaointote.blogspot.com/
  38. 38. Which is NOT True? <ul><li>Integrated marketing communications is a concept of marketing communications planning that recognizes the added value of a comprehensive plan. </li></ul><ul><li>Communications objectives may involves category needs, brand awareness, brand attitude, or brand purchase intention. </li></ul><ul><li>The communications process consists of nine elements: senders, receivers, message, media, encoding, decoding, response, feedback, and noise. </li></ul><ul><li>Each possible market-logistic system will lead to the follow cost: M=FW+ VW+ S </li></ul>http://zhaointote.blogspot.com/
  39. 39. 10.Ethical in Marketing Communications <ul><li>Went to personal room without permission. </li></ul><ul><li>Telling the buyer to buy a house which is kind of investment. </li></ul><ul><li>A celebrity making a commercial of being given acceptable price. </li></ul><ul><li>Tell the buyer the functions and warranty of product. </li></ul>http://zhaointote.blogspot.com/
  40. 40. Why Unethical? <ul><li>A person who without permission went inside the personal room or office. It is unethical. Because that is belongs to personal space. </li></ul><ul><li>Well-known presenters. In order to earn more money, do weight loss product spokesperson. In fact, he is a very thin girl. </li></ul>http://zhaointote.blogspot.com/
  41. 41. Tell the Truth! <ul><li>As a human, everybody wants to be treated fairly. So we should build self confidence. In marketing communications, the best way that we can do is to telling the truth, so that we can earn more and more loyalty customers to followed by our products . </li></ul>http://zhaointote.blogspot.com/
  42. 42. 10.Ethical in Marketing Communications <ul><li>Went to personal room without permission </li></ul><ul><li>Telling the buyer to buy a house which is kind of investment. </li></ul><ul><li>A celebrity making a commercial of being given acceptable price. </li></ul><ul><li>Tell the buyer of a product functions and warranty. </li></ul>http://zhaointote.blogspot.com/
  43. 43. Thanks!

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