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

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