Download another - mktg.nelson.com

Welcome to
Created for MKTG, 1st CDN Ed.,
by Lamb, Hair, McDaniel, Kapoor, Klaise, and Appleby
Nelson Education
Chapter 14 – Integrated
Marketing Communication
Created by John T. Drea, Western Illinois University
Click here to start
Select
another
chapter
Who Wants to Be a Marketer?
Chapter 14 – Integrated
Marketing Communications
Go to
Final Challenge!
Is AIDA
Basic Communication Mix It Up Something to Promotional
Basics
Tasks
Terms
Sing About?
100
200
300
400
500
100
200
300
400
500
100
200
300
400
500
100
200
300
400
500
100
200
300
400
500
Click on a point value to select an answer/question
Whoops! You’ve clicked on an
area other than a point value or
button. Please click below to
return to the main answer board.
Click to Return to the Answer Board
Basic Terms - 100 points
• Answer: It is communication by marketers
that informs, persuades, and reminds potential
buyers of a product in order to influence an
opinion or elicit a response.
• Question:
What is promotion?
Back to the answer board
Basic Terms - 200 points
• Answer: This two-word term describes a plan
for the optimal use of the promotional elements.
It is determined with the other elements of the
marketing mix (price, product, and
distribution.)
• Question:
What is a promotional strategy?
Back to the answer board
Basic Terms - 300 points
• Answer: It is the combination of promotion
tools - including advertising, public relations,
personal selling, and sales promotion - used to
reach the target market and fulfill the
organization’s overall goals
• Question:
What is the promotional mix?
Back to the answer board
Basic Terms - 400 points
• Answer: This one-word term describes the
process by which we exchange or share
meanings through a common set of symbols.
• Question:
What is communication?
Back to the answer board
Basic Terms - 500 points
• Answer: This term describes the method of
carefully coordinating all promotional
activities to produce a consistent, unified
message that is customer-focused.
• Question:
What is integrated marketing
communications?
Back to the answer board
Communication Basics - 100 points
• Answer: This is the name given to the
originator of the message in the
communication process.
• Question:
Who is the sender?
Back to the answer board
Communication Basics - 200 points
• Answer: It is the term that describes the
conversion of the sender’s ideas and thoughts
into a message, usually in the form of words
or signs.
• Question:
What is encoding?
Back to the answer board
Communication Basics - 300 points
• Answer: It is the one-word term that
describes anything that interferes with,
distorts, or slows down the transmission of
information.
• Question:
What is noise?
Back to the answer board
Communication Basics - 400 points
• Answer: It is the interpretation of the
language and symbols sent by the source
through a channel.
• Question:
What is decoding?
Back to the answer board
Communication Basics - 500 points
• Answer: Of the four elements of the
promotional mix, it is the one that features
direct and personal two-way communication
between buyers.
• Question:
What is personal selling?
Back to the answer board
Mix It Up - 100 points
• Answer: It is defined as impersonal, one-way
mass communication about a product or
organization that is paid for by a marketer.
• Question:
What is advertising?
Back to the answer board
Mix It Up - 200 points
• Answer: It is a planned presentation to one or
more prospective buyers for the purpose of
making a sale.
• Question:
What is personal selling?
Back to the answer board
Mix It Up - 300 points
• Answer: A coupon falls into this category of
promotion activity.
• Question:
What is sales promotion?
Back to the answer board
Mix It Up - 400 points
• Answer: It is a marketing function that evaluates
public attitudes, identifies areas within the
organization that the public may be interested in,
and executes a program of action to earn public
understanding ands acceptance.
• Question:
What is public relations?
Back to the answer board
Mix It Up - 500 points
• Answer: Related to public relations, this is public
information appearing as a news item about a
company, good or service.
• Question:
What is publicity?
Back to the answer board
Is AIDA Something to Sing About? - 100 points
(answers/questions about AIDA and promotion)
• Answer: It is what the first “A” in AIDA
represents.
• Question:
What is attention?
Back to the answer board
Is AIDA Something to Sing About? - 200 points
(answers/questions about AIDA and promotion)
• Answer: They are the two elements of the
promotional mix that are generally weakest
during the action stage of AIDA.
• Question:
What are advertising and
public relations?
Back to the answer board
Is AIDA Something to Sing About? - 300 points
(answers/questions about AIDA and promotion)
• Answer: They are the two stages of AIDA
that are the strengths of sales promotion.
• Question:
What are desire and action?
Back to the answer board
Determine how much of your total
you want to wager, then click below.
Go to the
Open Challenge
Question!
Is AIDA Something to Sing About? - Challenge
(answers/questions about AIDA and promotion)
• Answer: According to the AIDA concept,
consumers respond to marketing messages in
this sequence.
– Affective, then cognitive, then conative
– Conative, then cognitive, then affective
– Cognitive, then affective, then conative.
• Question:
What is cognitive, then
affective, then conative?
Back to the answer board
Is AIDA Something to Sing About? - 500 points
(answers/questions about AIDA and promotion)
• Answer: They are the two elements of the
promotional mix that are generally most
effective during the attention stage of AIDA.
• Question:
What are advertising and
public relations?
Back to the answer board
Promotional Tasks - 100 points
• Answer: They are the three tasks of
promotion.
• Question:
What are informing,
persuading, and reminding?
Back to the answer board
Promotional Tasks - 200 points
• Answer: Of the three primary promotional
tasks, it is the one that would be the primary
task for a new product entering a market to
compete against well-established products.
• Question:
What is informing?
Back to the answer board
Promotional Tasks - 300 points
• Answer: Examples of this type of
promotional task include “encouraging brand
switching” and “influencing customers to buy
now.”
• Question:
What is persuading?
Back to the answer board
Promotional Tasks - 400 points
• Answer: An example of this promotion task
would be an advertisement to maintain
consumer awareness of a company’s product.
• Question:
What is reminding?
Back to the answer board
Promotional Tasks - 500 points
• Answer: Examples of this type of
promotional task include “explaining how a
product works” and “suggesting new uses for
a product.”
• Question:
What is informing?
Back to the answer board
And now, it’s time for
Directions:
•Get two pieces of paper.
•On one piece, write your team’s wager.
•Use the other piece of paper to write the
“question” for the final challenge “answer.”
Click here for the Final Challenge Answer
Final Challenge!
• Answer: Of the four elements of the
promotional mix, they are the three elements
that are generally impersonal, one-way means
of mass communication with little/no
opportunity for direct feedback.
• Question:
What are
– advertising
– public relations
– sales promotion