Chapter 17 Designing and Managing Integrated Marketing

Zhu , Chaofan (James)Dec.13.2010

1.How many major modes of marketing communication mix?

A. 5 B. 6 C. 7 D. 8 E. 9

Marketing Communication Mixes

1. Advertising2. Sales Promotion3. Events and experience4. Public relations and publicity5. Direct Marketing6. Interactive Marketing7. Word- of –Mouth Marketing8. Personal Selling

Counts the Marketing Communication Mixes

Advertising-Any paid form of nonpersonal and promotion of ideas, goods, or services by an identified sponsor.

Sales Promotion- A variety of short-term incentives to encourage trial or purchase of a product or service

Events and experience-Company-sponsored activities and programs designed to create daily or special brand-related interactions

Public relations and publicity- A variety of programs designed to promote or protect a company’s image or its individual products

Direct Marketing- User of mail, telephone, fax , e-mail, or Internet to communicate directly with or solicit response or dialogue from specific, customers and prospects.

Interactive Marketing-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

Word- of –Mouth Marketing-People-to-people oral, written, or electronic communications that related to merits or experiences of purchasing or using products or services.

Personal Selling-Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders.

How many major modes of marketing communication mix?

A. 5 B. 6 C. 7 D. 8 E. 9

2.To select the correct sequence for Macromodel of the Communication Process

A. Message, Media, Sender ,Encoding, Decoding, Receiver ,Noise , Response, Feedback

B. Sender ,Encoding, Decoding, Receiver ,Noise , Message, Media , Response, Feedback

C. Sender ,Encoding, . Message, Media, Encoding, Decoding, Receiver ,Noise , Response, Feedback

D. Encoding, Decoding, Receiver ,Noise , Sender ,Encoding, . Message, Media, Response, Feedback

Correct Sequence of Macromodel of the Communication process

Two represent the major parities in a communication- sender and receiver, two represent major communication tools-message and media. Four represent major communication functions-encoding, decoding, response and feedback. The last element in the system is noise.

Sequence in the Chart

2.To select the correct sequence for Macromodel of the Communication Process

A. Message, Media, Sender ,Encoding, Decoding, Receiver ,Noise , Response, Feedback

B. Sender ,Encoding, Decoding, Receiver ,Noise , Message, Media , Response, Feedback

C. Sender ,Encoding, . Message, Media, Encoding, Decoding, Receiver ,Noise , Response, Feedback

D. Encoding, Decoding, Receiver ,Noise , Sender ,Encoding, . Message, Media, Response, Feedback

3.Select the hierarchy-of-effects in marketing communications.

A. Attention-Interest-Desire-Action B. Awareness-Knowledge-Liking-Preference

—Conviction-Purchase C. Exposure-Reception-Cognitive

Response-Attitude-Intention-Behavior D. Awareness-Interest-Evaluation-Trial- Adoption

The model of Hierarchy-off-Effects

Awareness Knowledge Liking Preference Conviction Purchase

Chart of the Models

3.Select the hierarchy-of-effects in marketing communications.

A. Attention-Interest-Desire-Action B. Awareness-Knowledge-Liking-Preference

—Conviction-Purchase C. Exposure-Reception-Cognitive

Response-Attitude-Intention-Behavior D. Awareness-Interest-Evaluation-Trial- Adoption

4.Which is not following is not Nonpersonal Communication Channels?

A. MediaB. Sales PromotionsC. Brand AwarenessD. Events and ExperiencesE. Public relations

Nonpersonal Communications in 4 Channels

Media

Sales Promotions

Events and Experiences

Public Relations

Concepts of Nonpersonal Communications

Brand Awareness is not belonging to Nonpersonal communications

Media-Consist of print media(Newspaper and magazines); Broadcast media radio and Television);network media;Most nonpersonal messages come through paid media.

Sales Promotion- Consist of consumer promotions; trade promotions; and business and sale-force promotions.

Events and Experiences-Include sports, arts, entertainment, and cause events as well as less formal activities that create novel brand interactions with consumers

Public Relations- Include communications directed internally to employees of the company or externally to consumers, other firms, the government, and media.

4.Which is not following is not Nonpersonal Communication Channels?

A. MediaB. Sales PromotionsC. Brand AwarenessD. Events and ExperiencesE. Public relations

5. True and false A. 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.

B. Communication effectiveness depends on how a message is being expressed.

C. 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.

D. Today, more and more multinational companies are attempting to build a global brand image by using the same advertising in all marketing.

E. There are two useful communications process models are: Macro model and Micro model

The Correct Concept

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.

Communicators VS esteem of audience

Celebrity Communicators Brand

5. True and false A. 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.

B. Communication effectiveness depends on how a message is being expressed.

C. 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.

D. Today, more and more multinational companies are attempting to build a global brand image by using the same advertising in all marketing.

E. There are two useful communications process models are: Macro model and Micro model

6.What conditions NOT being considered in percentage-of-sale Method?

A. Completely Ignores the role of promotion as an investment and immediate impact of promotion on sales volume.

B. Promotion expenditures will vary with what the company can afford.

C. Encouraging management to think of relationship among promotion cost, selling price, and profit per unit.

D. Encouraging stability when completing firms spend approximately the same percentage of their sales on promotion

Percentage-of-Sales Method

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

Total Marketing Communication target

1. Affordable Method- Completely Ignores the role of promotion as an investment and immediate impact of promotion on sales volume.

2. Percentage-of-Sales Method3. Competitive-Parity Method- Company set their promotion

budget to achieve share-of-voice parity with competitors. 4. Objective-and-Task Method –calls upon marketers to

develop promotion budgets by defining specific objectives, determining the tasks that must be performed to achieve these objectives, determining the tasks that must be performed to achieve these objectives , and estimating the costs of performing these tasks.

6.What conditions NOT being considered in percentage-of-sale Method?

A. Completely Ignores the role of promotion as an investment and immediate impact of promotion on sales volume.

B. Promotion expenditures will vary with what the company can afford.

C. Encouraging management to think of relationship among promotion cost, selling price, and profit per unit.

D. Encouraging stability when completing firms spend approximately the same percentage of their sales on promotion

7.Fill the blank 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 ____.

A. Brand, product, Model, headquarters or LocallyB. Product, market Segment, Style , Local Or GlobalC. Brand, Channel, Message source, headquarters or LocallyD. Product, Channel, Style , Local Or Global

Global Adaptations

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.

Four Factors of Adaptations

Product-Many product are restricted or forbidden in certain parts of the world.

Market Segment Style-Comparative ads, although acceptable and even

common in the US and Canada, are less commonly used in UK, unacceptable in Japan. Local and Global- Today, more and more multinational companies are attempting to build a global brand image by using the same ad in all markets.

7.Fill the blank 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 ____.

A. Brand, product, Model, headquarters or LocallyB. Product, market Segment, Style , Local Or GlobalC. Brand, Channel, Message source, headquarters or LocallyD. Product, Channel, Style , Local Or Global

8.Pick one out of four important personal selling contributions of an effectively trained company sales force

A. Increased stock positionB. Enthusiasm buildingC. Missionary sellingD. High credibility E. Key account management

Personal selling

1. Increased stock position.

2. Enthusiasm building

3. Missionary Selling

4. Key Account Management

Four Important Contribution in Personal selling

1. Increased stock position- Sales reps can persuade dealers to take more stock and devote mote shelf space to the company’s brand.

2. Enthusiasm building- Sales reps can building dealer enthusiasm by dramatizing planned advertising and sales promotion backup

3. Missionary Selling- Sales reps can sign up more dealers

4. Key Account Management –Sales Reps can take responsibility for growing business with the most important accounts.

8.Pick one of four important contributions of an effectively trained company sales force

A. Increased stock positionB. Enthusiasm buildingC. Missionary sellingD. High credibility E. Key account management

9. Which is NOT True?

A. Integrated marketing communications is a concept of marketing communications planning that recognizes the added value of a comprehensive plan.

B. Communications objectives may involves category needs, brand awareness, brand attitude, or brand purchase intention.

C. The communications process consists of nine elements: senders, receivers, message, media, encoding, decoding, response, feedback, and noise.

D. Each possible market-logistic system will lead to the follow cost: M=FW+ VW+ S

The Cost of market-logistic

M=T+FW+VW+SM is total market-logistic cost of proposed systemT is Total freight cost of proposed systemFW is total fixed warehouse cost of proposed

systemVW is total variable warehouse costs( including

inventory) of proposed systemS is total cost of lost sales due to average

delivery delay under proposed system

M=T+FW+VW+S

Which is NOT True?

A. Integrated marketing communications is a concept of marketing communications planning that recognizes the added value of a comprehensive plan.

B. Communications objectives may involves category needs, brand awareness, brand attitude, or brand purchase intention.

C. The communications process consists of nine elements: senders, receivers, message, media, encoding, decoding, response, feedback, and noise.

D. Each possible market-logistic system will lead to the follow cost: M=FW+ VW+ S

10.Ethical in Marketing Communications

A. Told that installment a house is kind of investment.

B. A celebrity making a commercial of being given acceptable price.

C. Ads posted a far away with actual one

D. Tell the buyer of a product functions and warranty.

Why Unethical?

Such as, a house selling price is 1 million, and installment price is 2 million, therefore, buyer will pay addition 1 million, that’s not investment.

The shampoo the Jackie Chen had endorsed with carcinogen in it.

True as True!

As a people, we always wanted to be treated fairly. In marketing communications, the best way that we can do it tell the true, so that we can earn more and more loyalty clients to followed by our products.

10.Ethical in Marketing Communications

A. Told that installment a house is kind of investment.

B. A celebrity making a commercial of being given acceptable price.

C. Ads posted a far away with actual one

D. Tell the buyer of a product functions and warranty.