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Integrated Marketing Communications Introduction to Integrated Marketing Communications Understanding Promotion The Promotion Mix Selecting the Promotion Mix for a Particular Product Integrated Marketing Communications Boundless.com/marketing?campaign_content=book_36_c hapter_12&campaign_term=Marketing&utm_campaign=po werpoint&utm_medium=direct&utm_source=boundless Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications > Introduction to Integrated Marketing Communicat... Introduction to Integrated Marketing Communications • Introduction to Integrated Marketing Communications • The Communication Process • Consumer Perception of Communication • AIDA Model Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing?campaign_content=book_36_chapter_12&campaign_term=Marketing&utm_campaign=powerpoint&utm_medium =direct&utm_source=boundless Integrated Marketing Communications > Introduction to Integrated Marketing Communicat... Introduction to Integrated Marketing Communications • Integrated marketing communications is an approach used by organizations to brand and coordinate their marketing efforts across multiple communication channels. • As marketing efforts have shifted from mass advertising to niche marketing, companies have increasingly used IMC to develop more cost-effective campaigns that still deliver consumer value. • Typically, communication tools for IMC encompass both traditional and digital media, such as blogs, webinars, search engine optimization, radio, television, billboards, and magazines. Promotional Tools View on Boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/introduction-to-integratedmarketing-communications-81/introduction-to-integrated-marketing-communications-403- Integrated Marketing Communications > Introduction to Integrated Marketing Communicat... The Communication Process • The communications process involves two or more persons attempting to consciously or unconsciously influence each other through the use of symbols or words. • Our ability to receive, communicate, and process information and external stimuli all play a part in the way we perceive advertising and promotional messages. • The nature of a person's role and their environment and personal characteristics both affect the way he or she perceives marketing messages and company brands. Two-way Communication View on Boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/introduction-to-integratedmarketing-communications-81/the-communication-process-404- Integrated Marketing Communications > Introduction to Integrated Marketing Communicat... Consumer Perception of Communication • With more and more brands cluttering the marketplace, consumers screen out the inconvenient and irrelevant messages that fail to address their needs and desires. • Failure to consider customer preferences can make communications efforts ineffective and costly for marketing organizations. • The timing and context of messages are important for brands seeking to cut through clutter and improve their marketing communications strategy. Consumer Perception of Communication View on Boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/introduction-to-integratedmarketing-communications-81/consumer-perception-of-communication-405- Integrated Marketing Communications > Introduction to Integrated Marketing Communicat... AIDA Model • AIDA stands for attention, interest, desire, and action. • The AIDA model can be used by organizations to guide marketers to target a market effectively. • American advertising and sales pioneer, Elias St. Elmo Lewis, is credited for developing the AIDA model. Car Advertisement View on Boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/introduction-to-integratedmarketing-communications-81/aida-model-406- Integrated Marketing Communications > Understanding Promotion Understanding Promotion • Defining Promotion • The Many Goals of Persuasion • Identifying Prospects • Encouraging Product Trials • Stimulating Demand • Reminding and Retaining Customers Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing?campaign_content=book_36_chapter_12&campaign_term=Marketing&utm_campaign=powerpoint&utm_medium =direct&utm_source=boundless Integrated Marketing Communications > Understanding Promotion Defining Promotion • A promotional plan identifies where, when, and how advertising, personal selling, PR, sales promotion, and direct marketing tactics will be used to support sales and branding objectives. • Promotional tools are used to increase sales, build brand value and recognition, strengthen market positioning, and launch new products. • Online banner advertisements, store rebates, contests, events, and media placement are all examples of communications tactics used in the promotional mix. Cingular Rewards Card View on Boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/understanding-promotion82/defining-promotion-407- Integrated Marketing Communications > Understanding Promotion The Many Goals of Persuasion • To convince consumers to purchase their products over competing brands, companies focus on differentiating their products, building brand awareness and loyalty, and providing consumer education. • Companies employ a myriad of design techniques to shape consumers' perception of the physical products displayed in stores, on the street, or in the digital space. • Some of the promotional tools used to convince and persuade consumers to make purchasing decisions include reward programs, positive consumer reviews, and attractive advertisements. T-Mobile Promotion View on Boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/understanding-promotion82/the-many-goals-of-persuasion-408- Integrated Marketing Communications > Understanding Promotion Identifying Prospects • Personal selling functions as an essential component within a company's larger integrated marketing communications strategy. • The first step in identifying a target market is analyzing whether there is a strong correlation between product benefits and customer needs. • Cold-calling, trade shows, direct mailings, product seminars, webinars, and advertisements are some of the promotional tools used to generate new leads. Sales Presentation View on Boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/understanding-promotion82/identifying-prospects-409- Integrated Marketing Communications > Understanding Promotion Encouraging Product Trials • Adjusting price, product, and place enhances both the trial offer and appeal of the final product or service for consumers. • Repackaging the offering so that consumers can test the product allows them to assess whether product benefits outweigh price and other factors during the buying process. • Radio and television advertisements, public relations events, and mailings comprise some of the tools companies use to promote the availability and appeal of product trials. Free Samples View on Boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/understanding-promotion82/encouraging-product-trials-410- Integrated Marketing Communications > Understanding Promotion Stimulating Demand • Before a consumer is motivated to purchase a product, there must be a physical, mental, or emotional need for the product or service. • The source of motivation driving consumer demand can be internal, environmental, or psychological. • Studies on consumer motivation have led to the development of segmentation or personality profiles that factor traits such as age, sex, income, and lifestyle. • Companies can tailor their marketing communications strategy based on consumer segmentation to stimulate demand for products and services. Grocery Shopping View on Boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/understanding-promotion82/stimulating-demand-411- Integrated Marketing Communications > Understanding Promotion Reminding and Retaining Customers • Personalized promotional tactics via websites and email marketing are particularly useful for customer retention programs. • Marketing tactics used to remind and retain customers include discounts, offer redemptions, reward programs, and cross-promotions. • Relationship marketing programs help companies counterbalance new customers and opportunities with current and existing customers to maximize profit. Using Existing Customer to Gain New Customers View on Boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/understanding-promotion82/reminding-and-retaining-customers-412- Integrated Marketing Communications > The Promotion Mix The Promotion Mix • Advertising • Personal Selling • Sales Promotion • Public Relations • Social Media • Direct Marketing Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing?campaign_content=book_36_chapter_12&campaign_term=Marketing&utm_campaign=powerpoint&utm_medium =direct&utm_source=boundless Integrated Marketing Communications > The Promotion Mix Advertising • Through advertising, a marketer hopes to communicate a message to a targeted consumer group via means including print, electronic (radio and television), the Internet and mobile phones. • The media plan, developed simultaneously with the creative strategy, schedules how and when consumers see advertisements. • Effective advertising illustrates the product's value and gives consumers a reason to take action and/or buy. • A target audience is defined through information gathered from focus groups, demographics and by understanding how certain consumer groups think. Mar Com Matrix View on Boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/the-promotion-mix83/advertising-413- Integrated Marketing Communications > The Promotion Mix Personal Selling • A successful personal seller must utilize aggressive sales tactics that influence and control the process, presenting it as a mutually beneficial, interpersonal exchange of goods or services for equitable value. • To be successful in personal sales, the salesperson must understand how to sell to the needs of a customer. • Selling is defined as an interaction whereby an item of value is exchanged for a different item, which is usually money. Personal Selling View on Boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/the-promotion-mix-83/personalselling-414- Integrated Marketing Communications > The Promotion Mix Sales Promotion • Sales Promotions - increase the perceived value of a product and are usually offered for a limited amount of time. • Consumer Sales Promotions - target the end user or the customer such as coupons or point of purchase displays. • Trade Sales Promotions - target organizational customers such as dealers, distribution channels or sales teams that stimulate immediate sales such as sales incentive contests or dealer wholesale price discounts. • Retail Sales Promotions – are devised and initiated by in-store management such as "buy one get one free" programs or "kids eat free" nights. • Promotional Mix – a marketing plan's seven components consisting of sales Price Deals View on Boundless.com promotion, advertising, personal selling, direct marketing, publicity/public relations, corporate image and exhibition. Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/the-promotion-mix-83/salespromotion-415- Integrated Marketing Communications > The Promotion Mix Public Relations • Public relations is communicated through the media in the form of publicity events, speaking opportunities, press releases including video and audio news releases, newsletters, blogs, social media, press kits, and outbound communication to members of the press. • The ideal end result of public relations is for the information to serve both the source and the public interest. • All audiences or publics are stakeholders, groups or individuals that can affect or be affected by the actions of the business as a whole, but not all stakeholders are audiences. Edward Bernays -the father of Public Relations View on Boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/the-promotion-mix-83/publicrelations-416- Integrated Marketing Communications > The Promotion Mix Social Media • As a marketing tool, social media is distinct from industrial or traditional media and is versatile, far-reaching, fast , relatively inexpensive, and fosters brand awareness and improves customer service. • Social media used as a marketing tool provides useful and valuable measurable data on trends, consumer interaction, feedback, public opinion, brand activity, and customer buying habits. • The Internet has overtaken television as the largest advertising market of all as banner and pop-up ads showcase a vast array of products and services. US Patents - Social Media Technology View on Boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/the-promotion-mix-83/socialmedia-417- Integrated Marketing Communications > The Promotion Mix Direct Marketing • Direct marketing targets individual members of defined consumer groups. • The message is based upon a clear "call to action" delivered directly to predisposed consumers. • Direct marketing provides valuable and reliable consumer and sales data, as well as clear, quantifiable success metrics for analysis. Direct Mail View on Boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/the-promotion-mix-83/directmarketing-418- Integrated Marketing Communications > Selecting the Promotion Mix for a Particular Pr... Selecting the Promotion Mix for a Particular Product • Promotional Objectives • Stages in the Product Life Cycle • Target Market Characteristics • Characteristics of the Product • Types of Buying Decisions • Funds Available Relative to Costs • Push and Pull Strategies • Trade vs. Consumer Promotions Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing?campaign_content=book_36_chapter_12&campaign_term=Marketing&utm_campaign=powerpoint&utm_medium =direct&utm_source=boundless Integrated Marketing Communications > Selecting the Promotion Mix for a Particular Pr... Promotional Objectives • Increase demand: These strategies are used during the product life cycle in order to increase sales. • Present information about the product: In order for customers and consumers to want the product they need to understand what the product is. • Differentiate a product: This is especially important if there are multiple competitors in the same market. Marketing Mix View on Boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/selecting-the-promotion-mixfor-a-particular-product-84/promotional-objectives-419- Integrated Marketing Communications > Selecting the Promotion Mix for a Particular Pr... Stages in the Product Life Cycle • The introduction stage of the product life cycle is where a new product is launched into a market. • In the growth stage of the product life cycle, the market has accepted the product and sales begin to increase. • In the maturity stage of the product life cycle, sales will reach their peak. • In the decline stage of the product life cycle, sales will begin to decline as the product reaches its saturation point. • There is no set schedule for the stages of a product life cycle. Firm Life Cycle View on Boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/selecting-the-promotion-mixfor-a-particular-product-84/stages-in-the-product-life-cycle-420- Integrated Marketing Communications > Selecting the Promotion Mix for a Particular Pr... Target Market Characteristics • A geographic target market can be consumers in a city, state, or country. • A demographic or socioeconomic target market would focus on a specific gender, age group, income level, or education level. • A psychographic target market would be a market that has similar attitudes, values, or lifestyle. • The behavioral target market focuses on occasions and degree of loyalty. • Product-related segmentation describes a target approach for customers who already own a specific product. • Determining a target market approach to sales has many benefits. It can create a Geographic Target View on Boundless.com more specific marketing campaign, increase sales, and decrease the number of competitors in the market. Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/selecting-the-promotion-mixfor-a-particular-product-84/target-market-characteristics-421- Integrated Marketing Communications > Selecting the Promotion Mix for a Particular Pr... Characteristics of the Product • The characteristics of the product are the features that differentiate it from other products on the market. • When companies create a product they have specific features in mind. It can be characteristics that improve on an existing product or ones that fill a currently unfilled need. Promoting these features can be a successful approach. • Characteristics of a product also help to determine the price of a product. Premium features may be able to fetch a premium price. • It is the combination of demand for a product and its price that help to determine the marketing mix. Products View on Boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/selecting-the-promotion-mixfor-a-particular-product-84/characteristics-of-the-product-422- Integrated Marketing Communications > Selecting the Promotion Mix for a Particular Pr... Types of Buying Decisions • Buying decisions are based on buying behavior. Consumer behavior and business behavior can differ because their buying processes are different. • Consumers will often buy on emotion or impulse whereas businesses will buy based on need. • The type of buying decision impacts the marketing mix and the promotional mix for a product. It will also affect the product life cycle. • Sometimes the type of product will make a difference in the buying decision. For consumers, large ticket items, such as an appliance, a car, or a home, aren't impulse items. Market • A company needs to know about the features of a product and how it will help fill View on Boundless.com a specific need. Businesses are also worried about price and return on investment. Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/selecting-the-promotion-mixfor-a-particular-product-84/types-of-buying-decisions-423- Integrated Marketing Communications > Selecting the Promotion Mix for a Particular Pr... Funds Available Relative to Costs • Each type of advertising is sold at a different rate and a company has a limited budget in which to promote a product. • To determine the best type of promotional strategy, a company should look at its target market. Consumers in each type of market will have a preferred form of advertising. • Other factors that affect the funds available for product promotion include the budget for the overall product launch and the expected length of the introduction phase. Tram Advertisement View on Boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/selecting-the-promotion-mixfor-a-particular-product-84/funds-available-relative-to-costs-424- Integrated Marketing Communications > Selecting the Promotion Mix for a Particular Pr... Push and Pull Strategies • A push strategy places the product in front of the customer to make sure the consumer is aware of the existence of the product. This can work well when manufacturers have an established relationship with customers or when the product is an impulse purchase-type item. • Push strategies include trade shows, showrooms, getting retailers to stock a product, and creating a supply chain to facilitate distribution. • A pull strategy motivates customers to actively seek out a specific product and it best for new products or in the case when a manufacturer has a strong and visible brand. Push-Pull Strategy • Pull strategies include mass media advertising, referrals, customer relationship View on Boundless.com management, and sales promotions. • Companies usually use a combination of push and pull strategies in a marketing mix. Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/selecting-the-promotion-mixfor-a-particular-product-84/push-and-pull-strategies-425- Integrated Marketing Communications > Selecting the Promotion Mix for a Particular Pr... Trade vs. Consumer Promotions • The purpose of trade promotions is to help companies differentiate a product, increase product visibility, and increase the product purchase rate. • The purpose of consumer promotions is to increase brand awareness and market acceptance. • There are various types of trade and consumer promotions. • Consumer promotion activities include rebates, coupons, premiums, contests, kids eat free programs,reward programs, and free samples. Point of Purchase Display View on Boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/selecting-the-promotion-mixfor-a-particular-product-84/trade-vs-consumer-promotions-426- Integrated Marketing Communications > Integrated Marketing Communications Integrated Marketing Communications • Setting Goals • Determining a Budget • Measuring Success • The Growing Importance of Word of Mouth Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing?campaign_content=book_36_chapter_12&campaign_term=Marketing&utm_campaign=powerpoint&utm_medium =direct&utm_source=boundless Integrated Marketing Communications > Integrated Marketing Communications Setting Goals • Integrated Marketing Communication (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand's core message. • Some of the most common goals of IMC campaigns include increasing brand awareness, generating sales and reinforcing repeat purchases. • Only changes in the marketplace, new competitive forces, or new promotional opportunities should cause companies to alter strategies and reassess IMC goals. Integrated Marketing View on Boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/integrated-marketingcommunications-85/setting-goals-427- Integrated Marketing Communications > Integrated Marketing Communications Determining a Budget • Budgeting also helps coordinate the activities of the organization by compelling managers to examine relationships between their own operation and those of other departments. • Two big budgeting decisions should be resolved up front: how shall marketing efforts be funded, and who will benefit from the new program? • Components of IMC include: the foundation, the corporate culture, the brand focus, consumer experience, communications tools, promotional tools, and integration tools. Integrated Marketing Budgets View on Boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/integrated-marketingcommunications-85/determining-a-budget-428- Integrated Marketing Communications > Integrated Marketing Communications Measuring Success • It is important to put both quantities and timescales into marketing strategies. • The most important elements of marketing performance include sales analysis, market share analysis, expense analysis, and financial analysis. • Indirect measures like market research, tracking lost business and tracking customer complaints can also indicate the organization's performance over a long period of time. Measuring Success Of Marketing Efforts View on Boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/integrated-marketingcommunications-85/measuring-success-429- Integrated Marketing Communications > Integrated Marketing Communications The Growing Importance of Word of Mouth • Marketing was once seen as a one way relationship, with firms broadcasting their offerings and value proposition. • The goal of an organization is to create and maintain communication with its own employees and customers. • To understand new forms of word of mouth marketing involves knowing the right touch points to use to reach consumers and understanding how and where they consume different types of media. Word Of Mouth Marketing View on Boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/integrated-marketingcommunications-85/the-growing-importance-of-word-of-mouth-430- Appendix Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Key terms • advertisement A commercial solicitation designed to sell some commodity or service. • Aisle interrupters product signs that jut into the aisle from the shelf, a point of purchase sales promotion device • Backlinks Are clickable and bring traffic back to a company's website. • bottom line The final balance; the amount of money or profit left after everything has been tallied. • brand A name, symbol, logo, or other item used to distinguish a product, a service, or its provider. • brand awareness Brand awareness is the extent to which a brand is recognized by potential customers and is correctly associated with a particular product. • Brand Character Statement sets the tone of an advertisement and defines what the targeted consumer group should do or feel when they are exposed to it. • budget An itemized summary of intended expenditure, usually coupled with expected revenue. • buyer behavior the process used to decide whether to purchase a product • communication the concept or state of exchanging data or information between entities • community campaign the use of flyers and brochures that are delivered to homes. • competitive analysis An assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context to identify opportunities and threats. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications • customer relationship management Customer Relations Management (CRM) is concerned with (among other things) the conversion rate: percentage of customers who "try and buy" the product. • differentiate To show, or be the distinction between two things. • differentiate To show, or be the distinction between two things. • differentiation The process of distinguishing a product or offering from others to make it more attractive to a particular target market. • Direct Marketing Marketing that reaches customers by communications directly addressed to the customer. • Engagement Means that both customers and stakeholders are participants rather than passive viewers. • Federal Trade Commission an independent agency of the United States government that seeks to promote consumer protection and the eliminate and prevent anti-competitive business practices, such as coercive monopoly • fragmentation The act of fragmenting or something fragmented; disintegration. • Gaining Commitment This involves closing the deal or making the sale. • Image an attitude or lifestyle advertisers attempt to link to a product. • integrated composed and coordinated to form a whole • latent Existing or present but concealed or inactive. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications • loss leader a sales promotion device that offers a temporary reduction on a popular product's price to stimulate sales on other products being offered. • marketing mix A business tool used in marketing products; often crucial when determining a product or brand's unique selling point. Often synonymous with the four Ps: price, product, promotion, and place. • marketing mix A business tool used in marketing products; often crucial when determining a product or brand's unique selling point. Often synonymous with the four Ps: price, product, promotion, and place. • Messaging to construct a consistent and specific story around a P.R. event or project. • opt-in The property of having to choose explicitly to join or permit something; a decision having the default option being exclusion or avoidance; used particularly with regard to mailing lists and advertisement. • personality a set of qualities that make a person (or thing) distinct from another • personalization The act of changing an option of a multi-user software product to change the product's behavior or style for one user. • pique To excite someone to action; to stimulate a feeling or emotion. • price index A statistical estimate of the price level of some class of goods or services. • product life cycle The process wherein a product is introduced to a market, grows in popularity, and is then removed as demand drops gradually to zero. • product life cycle The process wherein a product is introduced to a market, grows in popularity, and is then removed as demand drops gradually to zero. • Promotion dissemination of information about a product, product line, brand, or company Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications • Prospecting This involves finding and identifying buyers who are most likely to buy the product or service. • psycho-graphics understanding how a certain group thinks . • Public includes people who look, think, and act the same as well as those who do not. • publicity Advertising or other activity designed to rouse public interest in something. • pull strategy communication not demanded by the buyer • push strategy communication demanded by the buyer • QR Code a quick response bar code scanned via mobile phone • receiver the agent who gets the encoded message from the sender • Regression analysis a statistical technique for estimating the relationships among variables. • relative share market share in relation to the market leaders. • sales pipeline A visualization of the sales process of a company. • sales promotion media and non-media marketing communication employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications • sales promotion device A type of offer, in the form of a rebate, coupon or price deal that stimulates product sales or prompts a customer to take action • search engine optimization the use of various techniques to improve a website's ranking in search engines in the hopes of attracting more visitors • segment share market share in the specific, targeted segment. • segmentation The act or an instance of dividing into segments. • Social Bookmarking Enables users to add, annotate, edit, and share bookmarked Web documents for future use. • spin an effect that colors the truth by selectively presenting facts that support a desired position and can sway public opinion. • stakeholder a person or organization with a legitimate interest in a given situation, action, or enterprise • stimuli Something external that influences an activity. • target market a group of people whose needs and preferences match the product range of a company and to whom those products are marketed • target market a group of people whose needs and preferences match the product range of a company and to whom those products are marketed • target market a group of people whose needs and preferences match the product range of a company and to whom those products are marketed • trade Those engaged in an industry or group of related industries. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications • unique selling proposition Any aspect of an object that differentiates it from similar objects. • value proposition the benefit offered by an organization's product or service • value proposition The benefit (such as profit or convenience) offered by an organization's product or service. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Promotional Tools IMC unifies promotional tools across all marketing communication channels. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr. "All sizes | Photo-0099.jpeg | Flickr - Photo Sharing!." CC BY http://www.flickr.com/photos/jlai321/3136355192/sizes/o/ View on Boundless.com Integrated Marketing Communications T-Mobile Promotion Companies such as T-Mobile use special promotions to drive repeat business and brand loyalty. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr. "All sizes | Is this for real?T-mobile unlimited for $49.99 month?| Flickr - Photo Sharing!." CC BY-SA http://www.flickr.com/photos/adriarichards/3427619452/sizes/o/ View on Boundless.com Integrated Marketing Communications Car Advertisement Advertisers can target a precise market by using the AIDA model to identify a narrow subset of consumers that may be perceptive to the product offering. Car advertisements are especially made to grab attention, pique interest, meet desires, and evoke action in consumers. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr. CC BY http://www.flickr.com/photos/earlwilkersonphotography/5726568942/sizes/l/ View on Boundless.com Integrated Marketing Communications Market Buyer behavior shapes buying decisions Free to share, print, make copies and changes. Get yours at www.boundless.com Wikimedia. "Byward Market." CC BY-SA http://commons.wikimedia.org/wiki/File:Byward_Market.jpg View on Boundless.com Integrated Marketing Communications Word Of Mouth Marketing Social media sites that allow sharing have brought about a new word of mouth form of marketing. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr. "All sizes | Social Media & Marketing | Flickr - Photo Sharing!." CC BY http://www.flickr.com/photos/rosauraochoa/3256031851/sizes/m/in/photostream/ View on Boundless.com Integrated Marketing Communications Price Deals Co-promotional, sales promotion involving two different products Free to share, print, make copies and changes. Get yours at www.boundless.com Dropbox. CC BY http://dl.dropbox.com/u/31779972/Introducing+Marketing.pdf View on Boundless.com Integrated Marketing Communications Mar Com Matrix The building blocks of successful marketing Free to share, print, make copies and changes. Get yours at www.boundless.com Wikibooks. "Advertising/Basics." CC BY-SA 3.0 http://en.wikibooks.org/wiki/Advertising/Basics View on Boundless.com Integrated Marketing Communications Grocery Shopping To stimulate demand, brands must first understand the needs and motives of consumers. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr. "All sizes | Asian Family Customers Shopping in The Super Market | Flickr - Photo Sharing!." CC BY http://www.flickr.com/photos/epsos/5652699228/sizes/l/ View on Boundless.com Integrated Marketing Communications Sales Promotion Rebates -mail in or online redemption offers customers money back on products or services Free to share, print, make copies and changes. Get yours at www.boundless.com Dropbox. CC BY http://dl.dropbox.com/u/31779972/Introducing+Marketing.pdf View on Boundless.com Integrated Marketing Communications Tram Advertisement Different forms of advertising charge different rates and can impact the promotional mix budget. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikimedia. "Škoda 14T Philips advertisment." CC BY-SA http://commons.wikimedia.org/wiki/File:%25C5%25A0koda_14T_Philips_advertisment.JPG View on Boundless.com Integrated Marketing Communications Firm Life Cycle Firms progress through stages of development, indicated by their changing profits over time. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikimedia. "Product life cycle." CC BY-SA http://commons.wikimedia.org/wiki/File:Product_life_cycle.png View on Boundless.com Integrated Marketing Communications Integrated Marketing Budgets When budgeting a marketing plan, it is important to allocate funds appropriately to the different facets of integrated marketing. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr. "All sizes | Prioritize Your Web Marketing Strategy Budget | Flickr - Photo Sharing!." CC BY http://www.flickr.com/photos/cambodia4kidsorg/2987436201/sizes/z/in/photostream/ View on Boundless.com Integrated Marketing Communications The Ad Ladder The key to successful advertising is to sell benefits, not features. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikibooks. "Advertising/Basics." CC BY-SA 3.0 http://en.wikibooks.org/wiki/Advertising/Basics View on Boundless.com Integrated Marketing Communications Integrated Marketing Integrated marketing communications can be used to develop brand awareness, increase consumer demand and change beliefs towards a product. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr. "All sizes | GPTMC-Integreted Marketing Strategy | Flickr - Photo Sharing!." CC BY http://www.flickr.com/photos/jonnygoldstein/4569092576/sizes/z/in/photostream/ View on Boundless.com Integrated Marketing Communications Personal Selling The Marketing Hub describes relationships in the promotional mix. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikipedia. "Selling." GNU FDL http://en.wikipedia.org/wiki/Selling View on Boundless.com Integrated Marketing Communications Marketing Mix The Promotional Mix is part of the Marketing Mix Free to share, print, make copies and changes. Get yours at www.boundless.com Wikimedia. "4Ps." CC BY-SA http://commons.wikimedia.org/wiki/File:4Ps.jpg View on Boundless.com Integrated Marketing Communications Direct Mail Marketing outreach via the USPS - A direct response letter Free to share, print, make copies and changes. Get yours at www.boundless.com Wikimedia. CC BY-SA http://upload.wikimedia.org/wikipedia/commons/thumb/5/5a/Frank_E._Davis_Fish_Company_marketing_letter%252C_1928.jpg/465pxFrank_E._Davis_Fish_Company_marketing_letter%252C_1928.jpg View on Boundless.com Integrated Marketing Communications Push-Pull Strategy Push-Pull Strategy Free to share, print, make copies and changes. Get yours at www.boundless.com Wikipedia. "Technology-Push Market-Pull." CC BY-SA http://en.wikipedia.org/wiki/File:Technology-Push_Market-Pull.png View on Boundless.com Integrated Marketing Communications Consumer Perception of Communication Marketing messages must use the right timing and context to be effective for consumers. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr. "All sizes | marketing to millennials | Flickr - Photo Sharing!." CC BY http://www.flickr.com/photos/jonnygoldstein/2434417624/sizes/o/ View on Boundless.com Integrated Marketing Communications Point of Purchase Display A point of purchase or end cap display can make consumers aware of new products. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikimedia. "Easter PoS Display." CC BY-SA http://commons.wikimedia.org/wiki/File:Easter_PoS_Display.JPG View on Boundless.com Integrated Marketing Communications Geographic Target A geographic target market can include a city, state, or country. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikimedia. "Worcester Street, Wolverhampton - geograph.org.uk - 1171930." CC BY-SA http://commons.wikimedia.org/wiki/File:Worcester_Street,_Wolverhampton_-_geograph.org.uk_-_1171930.jpg View on Boundless.com Integrated Marketing Communications Measuring Success Of Marketing Efforts It is important for marketing managers to constantly evaluate the performance of their marketing efforts. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr. "All sizes | How Social Are Your Press Releases - 11-2011 | Flickr - Photo Sharing!." CC BY-SA http://www.flickr.com/photos/prnewswireglobal/6330943490/sizes/z/in/photostream/ View on Boundless.com Integrated Marketing Communications Sales Presentation Salespersons conduct significant research on their target market to better market products and services to prospects. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr. "All sizes | Presentation Prep | Flickr - Photo Sharing!." CC BY http://www.flickr.com/photos/intelfreepress/6629590171/sizes/o/ View on Boundless.com Integrated Marketing Communications US Patents - Social Media Technology Social media platforms continue to grow at an astounding rate. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikimedia. CC BY-SA http://upload.wikimedia.org/wikipedia/commons/f/fb/Soc-net-paten-growth-chart.png View on Boundless.com Integrated Marketing Communications Products The characteristics of a product determine the target market and price of a product. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikimedia. "Dewar's products." CC BY-SA http://commons.wikimedia.org/wiki/File:Dewar%2527s_products.JPG View on Boundless.com Integrated Marketing Communications Two-way Communication The communications process involves two or more persons exchanging words or symbols. Free to share, print, make copies and changes. Get yours at www.boundless.com Static Flckr. CC BY-SA http://farm5.staticflickr.com/4081/4773103417_9da269f647_o.jpg View on Boundless.com Integrated Marketing Communications Free Samples Companies offer free samples to encourage consumers to participate in product trials. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr. "All sizes | FREE Samples | Flickr - Photo Sharing!." CC BY http://www.flickr.com/photos/thedigitelmyr/6199419022/sizes/l/ View on Boundless.com Integrated Marketing Communications Cingular Rewards Card Promotional tactics such as reward programs are used by companies to increase sales and customer acquisition. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr. "All sizes | Cingular Rebate Scam | Flickr - Photo Sharing!." CC BY-SA http://www.flickr.com/photos/nathangibbs/260376583/sizes/o/ View on Boundless.com Integrated Marketing Communications Using Existing Customer to Gain New Customers Nurturing customer relationships can lead to customer referrals and new business. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr. "All sizes | The New Integration: The Traditional Funnel meets The Flipped Funnel | Flickr - Photo Sharing!." CC BY http://www.flickr.com/photos/jaffejuice/4513863997/sizes/z/ View on Boundless.com Integrated Marketing Communications Edward Bernays -the father of Public Relations Bernays managed Public Relations for World War I Free to share, print, make copies and changes. Get yours at www.boundless.com Wikipedia. "Public relations." GNU FDL http://en.wikipedia.org/wiki/Public_relations View on Boundless.com Integrated Marketing Communications The primary driver behind an integrated marketing communications (IMC) strategy is to A) to create a one-way feed for consumers via one communication channel. B) to create a seamless experience for consumers across different aspects of the marketing mix. C) to create a one-way conversation conversation between marketers and consumers. D) to broadcast the same products and brand value propositions to consumers with diverse needs. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications The primary driver behind an integrated marketing communications (IMC) strategy is to A) to create a one-way feed for consumers via one communication channel. B) to create a seamless experience for consumers across different aspects of the marketing mix. C) to create a one-way conversation conversation between marketers and consumers. D) to broadcast the same products and brand value propositions to consumers with diverse needs. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications All of the following trends have driven the transition from mass communications to integrated marketing communications EXCEPT A) A larger focus on data-based marketing versus general-focus advertising and marketing. B) A larger focus on developing a "one size fits all" approach for communications activities. C) A larger focus on performance-based compensation within organizations. D) A larger focus on accountability in advertising. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications All of the following trends have driven the transition from mass communications to integrated marketing communications EXCEPT A) A larger focus on data-based marketing versus general-focus advertising and marketing. B) A larger focus on developing a "one size fits all" approach for communications activities. C) A larger focus on performance-based compensation within organizations. D) A larger focus on accountability in advertising. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications By inputting and perceiving an advertiser's television commercial, consumers are using the process of A) influence. B) perception. C) reception. D) persuasion. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications By inputting and perceiving an advertiser's television commercial, consumers are using the process of A) influence. B) perception. C) reception. D) persuasion. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications Which of the following is considered an input subsystem that allows consumers to receive messages and stimuli? A) Age B) Genetics C) Taste D) Culture Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Which of the following is considered an input subsystem that allows consumers to receive messages and stimuli? A) Age B) Genetics C) Taste D) Culture Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications After deciding on the brands that appeal most to them, consumers then move to the stage in the perception process where they A) choose which promotional messages they will expose themselves to. B) compare the products to the number of alternatives in their evoked set. C) choose to selectively listen to and remember messages that are more meaningful or important to them. D) compare the products using personal, commercial, and public sources of information. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications After deciding on the brands that appeal most to them, consumers then move to the stage in the perception process where they A) choose which promotional messages they will expose themselves to. B) compare the products to the number of alternatives in their evoked set. C) choose to selectively listen to and remember messages that are more meaningful or important to them. D) compare the products using personal, commercial, and public sources of information. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications Which of the following does NOT help brands maximize their marketing communications efforts? A) Understanding seasonal trends B) Spending advertising dollars on big television networks C) Focusing on consumer purchasing cycles D) Studying consumer usage patterns Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Which of the following does NOT help brands maximize their marketing communications efforts? A) Understanding seasonal trends B) Spending advertising dollars on big television networks C) Focusing on consumer purchasing cycles D) Studying consumer usage patterns Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications The “I” in AIDA represents the A) advertiser's ability to successfully demonstrate the advantages and benefits of the product. B) advertiser's ability to convince consumers that the product or service will satisfy their needs. C) advertiser's ability to attract consumer attention or awareness. D) advertiser's ability to get consumers to purchase a product or service. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications The “I” in AIDA represents the A) advertiser's ability to successfully demonstrate the advantages and benefits of the product. B) advertiser's ability to convince consumers that the product or service will satisfy their needs. C) advertiser's ability to attract consumer attention or awareness. D) advertiser's ability to get consumers to purchase a product or service. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications An ad for a kitchen and bathroom disinfectant touts the added benefit of Clorox bleach, which is tough on bacteria and stains. Which stage of the AIDA model is the marketer using to lead the consumer toward a buying decision? A) Interest B) Desire C) Action D) Awareness Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications An ad for a kitchen and bathroom disinfectant touts the added benefit of Clorox bleach, which is tough on bacteria and stains. Which stage of the AIDA model is the marketer using to lead the consumer toward a buying decision? A) Interest B) Desire C) Action D) Awareness Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications Which of the following is NOT a promotional subcategory? A) Product marketing B) Advertising C) Direct marketing D) Sales promotion Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Which of the following is NOT a promotional subcategory? A) Product marketing B) Advertising C) Direct marketing D) Sales promotion Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications A marketing director at a manufacturing company plans to organize a conference that brings together leading experts, customers and stakeholders in her industry. She hopes the event will build partnerships with external stakeholders, strengthen customer loyalty and enhance her company's industry credibility. Which of the following promotional tools is best suited to achieve these goals? A) Industry endorsements B) Personal selling C) Public relations D) Direct mailers Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications A marketing director at a manufacturing company plans to organize a conference that brings together leading experts, customers and stakeholders in her industry. She hopes the event will build partnerships with external stakeholders, strengthen customer loyalty and enhance her company's industry credibility. Which of the following promotional tools is best suited to achieve these goals? A) Industry endorsements B) Personal selling C) Public relations D) Direct mailers Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications The different types of marketing communications an organization uses is known as which of the following? A) media mix B) pull strategy C) push strategy D) promotion Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications The different types of marketing communications an organization uses is known as which of the following? A) media mix B) pull strategy C) push strategy D) promotion Free to share, print, make copies and changes. Get yours at www.boundless.com Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Business/ Integrated Marketing Communications A food manufacturer produces boxed baking goods. However, it shares shelf space with several competitors that offer the same products at similar prices and quality. All of the following are persuasive techniques the manufacturer can use to differentiate its brand on store shelves EXCEPT A) using captivating and clever messaging. B) using bright and attractive displays. C) placing and arranging products strategically on store floors. D) incorporating easily recognizable colors in packaging. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications A food manufacturer produces boxed baking goods. However, it shares shelf space with several competitors that offer the same products at similar prices and quality. All of the following are persuasive techniques the manufacturer can use to differentiate its brand on store shelves EXCEPT A) using captivating and clever messaging. B) using bright and attractive displays. C) placing and arranging products strategically on store floors. D) incorporating easily recognizable colors in packaging. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications Fill in the blank: ____ is an approach marketers use through promotions to show why their brand is unique when compared to other offerings in their class. A) branding B) packaging C) positioning D) differentiation Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Fill in the blank: ____ is an approach marketers use through promotions to show why their brand is unique when compared to other offerings in their class. A) branding B) packaging C) positioning D) differentiation Free to share, print, make copies and changes. Get yours at www.boundless.com Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Business/ Integrated Marketing Communications Which of the following best describes the purpose of a unique selling proposition? A) Nurturing relationships with and guiding prospects further along the buying process. B) Supplying marketing analysis to support sales efforts. C) Converting leads and contacts into business opportunities. D) Entering markets where there is greater potential to build brand equity and recognition.. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Which of the following best describes the purpose of a unique selling proposition? A) Nurturing relationships with and guiding prospects further along the buying process. B) Supplying marketing analysis to support sales efforts. C) Converting leads and contacts into business opportunities. D) Entering markets where there is greater potential to build brand equity and recognition.. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications During the sales process, prospects are usually labeled as A) leads. B) contacts. C) opportunities. D) customers. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications During the sales process, prospects are usually labeled as A) leads. B) contacts. C) opportunities. D) customers. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications All of the following tactics can be used to incentivize consumers to participate in product trials EXCEPT A) Monthly newsletter B) Free shipping & handling C) Discounted subscription D) Future coupons Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications All of the following tactics can be used to incentivize consumers to participate in product trials EXCEPT A) Monthly newsletter B) Free shipping & handling C) Discounted subscription D) Future coupons Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications Why have marketers found personality traits of target customers to be difficult to apply in marketing strategy? A) Difficulty in defining motives in consumer research B) Lack of metrics for mentally healthy consumers C) Lack of attention given to understanding consumer behavior D) Difficulty in engaging consumers in goal-directed, problem-solving behavior Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Why have marketers found personality traits of target customers to be difficult to apply in marketing strategy? A) Difficulty in defining motives in consumer research B) Lack of metrics for mentally healthy consumers C) Lack of attention given to understanding consumer behavior D) Difficulty in engaging consumers in goal-directed, problem-solving behavior Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications For there to be a demand for products and services, there must be A) consumer need and motivation. B) consumer need and action. C) consumer interest and motivation. D) consumer interest and opinion. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications For there to be a demand for products and services, there must be A) consumer need and motivation. B) consumer need and action. C) consumer interest and motivation. D) consumer interest and opinion. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications Combining several products or services into one "package" and offering them at a single price is referred to as what customer retention strategy? A) Loyalty programs B) Cross-selling C) Cross Promotions D) Product bundling Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Combining several products or services into one "package" and offering them at a single price is referred to as what customer retention strategy? A) Loyalty programs B) Cross-selling C) Cross Promotions D) Product bundling Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications Meredith, an account executive at a large ad agency, has been tasked to put together a media plan for a new client. Which of the following stages should Meredith complete to create a strong media plan for her client's advertising campaign? A) Evaluate how the client's product differs from its competition B) Evaluate how the client's messaging and target audiences relate to different types of media C) Develop the client's Unique Selling Position D) Develop the client's character statement for its target group or audience Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Meredith, an account executive at a large ad agency, has been tasked to put together a media plan for a new client. Which of the following stages should Meredith complete to create a strong media plan for her client's advertising campaign? A) Evaluate how the client's product differs from its competition B) Evaluate how the client's messaging and target audiences relate to different types of media C) Develop the client's Unique Selling Position D) Develop the client's character statement for its target group or audience Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications Advertising ___. A) is another word for marketing. B) is the process of selling goods or services to consumers. C) involves paying to disseminate a message that identifies a good or service or an organization being promoted to many people at one time. D) All of the answers. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Advertising ___. A) is another word for marketing. B) is the process of selling goods or services to consumers. C) involves paying to disseminate a message that identifies a good or service or an organization being promoted to many people at one time. D) All of the answers. Free to share, print, make copies and changes. Get yours at www.boundless.com Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Business/ Integrated Marketing Communications The step in the personal selling process where salespeople find and identify buyers who are most likely to buy the product or service is referred to as A) pre-approach. B) need assessment. C) prospecting. D) gaining commitment. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications The step in the personal selling process where salespeople find and identify buyers who are most likely to buy the product or service is referred to as A) pre-approach. B) need assessment. C) prospecting. D) gaining commitment. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications Sales promotion is a marketing function that is used to achieve which of the following? A) Improve product functionality B) Improve product availability C) Improve product sales D) Improve advertising effectiveness Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Sales promotion is a marketing function that is used to achieve which of the following? A) Improve product functionality B) Improve product availability C) Improve product sales D) Improve advertising effectiveness Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications All of the following are distribution techniques for consumer coupons EXCEPT A) lipstickboards. B) free-standing inserts. C) rebates. D) neckers. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications All of the following are distribution techniques for consumer coupons EXCEPT A) lipstickboards. B) free-standing inserts. C) rebates. D) neckers. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications Fill in the blank: ____ consists of other types of promotions that are not included in another component of the communication mix such as coupons, contests, games, rebates, and mail-in offers. A) advertising B) sales promotions C) direct marketing D) personal selling Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Fill in the blank: ____ consists of other types of promotions that are not included in another component of the communication mix such as coupons, contests, games, rebates, and mail-in offers. A) advertising B) sales promotions C) direct marketing D) personal selling Free to share, print, make copies and changes. Get yours at www.boundless.com Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Business/ Integrated Marketing Communications Spin within public relations can be best described as A) constructing a consistent and specific story to eliminate contradictory or confusing information. B) destroying or discrediting individuals and organizations using dirty secrets, misleading facts, or legitimate claims. C) developing several distinct but complementary messages for multiple stakeholders. D) coloring truth by selectively presenting facts that support a desired position and can sway public opinion. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Spin within public relations can be best described as A) constructing a consistent and specific story to eliminate contradictory or confusing information. B) destroying or discrediting individuals and organizations using dirty secrets, misleading facts, or legitimate claims. C) developing several distinct but complementary messages for multiple stakeholders. D) coloring truth by selectively presenting facts that support a desired position and can sway public opinion. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications Which of the following is NOT a core element of public relations? A) PR is a spontaneous activity. B) PR creates and retains goodwill. C) PR takes credit for positive actions. D) PR effectively communicates varying viewpoints to specific target markets. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Which of the following is NOT a core element of public relations? A) PR is a spontaneous activity. B) PR creates and retains goodwill. C) PR takes credit for positive actions. D) PR effectively communicates varying viewpoints to specific target markets. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications Fill in the blank: __________ helps improve and promote an organization's image and products by putting a positive spin on news stories. A) public relations and publicity B) advertising C) direct marketing D) personal selling Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Fill in the blank: __________ helps improve and promote an organization's image and products by putting a positive spin on news stories. A) public relations and publicity B) advertising C) direct marketing D) personal selling Free to share, print, make copies and changes. Get yours at www.boundless.com Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Business/ Integrated Marketing Communications Which of the following is important to public relations as part of the marketing process? A) Retaining as well as creating goodwill. B) precisely describing the publics that may be concerned with the behavior of the firm C) Planning the communication activities of the campaign. D) All of the answers Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Which of the following is important to public relations as part of the marketing process? A) Retaining as well as creating goodwill. B) precisely describing the publics that may be concerned with the behavior of the firm C) Planning the communication activities of the campaign. D) All of the answers Free to share, print, make copies and changes. Get yours at www.boundless.com Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Business/ Integrated Marketing Communications Social media used as a marketing tool provides useful and valuable measurable data on which of the following? A) Customer interactions B) Customer feedback C) All of these answers. D) Customer buying habits Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Social media used as a marketing tool provides useful and valuable measurable data on which of the following? A) Customer interactions B) Customer feedback C) All of these answers. D) Customer buying habits Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications A prestige beauty company wants to publish online beauty tips for its customers. Which of the following social media would be most appropriate for promoting this content via interactive dialogue and increased search engine rankings? A) Viral videos B) QR codes C) Social networking sites D) Blogs Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications A prestige beauty company wants to publish online beauty tips for its customers. Which of the following social media would be most appropriate for promoting this content via interactive dialogue and increased search engine rankings? A) Viral videos B) QR codes C) Social networking sites D) Blogs Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications One of the biggest benefits of direct marketing is that A) it allows marketers to message to numerous consumers simultaneously. B) it allows marketers to increase retail efforts in "brick and mortar" retail stores. C) it allows marketers to collect reliable sales data and quantifiable success metrics for analysis. D) it allows marketers to easily reach customers via print and electronic mediums. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications One of the biggest benefits of direct marketing is that A) it allows marketers to message to numerous consumers simultaneously. B) it allows marketers to increase retail efforts in "brick and mortar" retail stores. C) it allows marketers to collect reliable sales data and quantifiable success metrics for analysis. D) it allows marketers to easily reach customers via print and electronic mediums. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications Which of the following differentiates direct marketing from mass marketing tactics? A) Direct marketing seeks to build customer relationships with individual members of defined groups. B) Direct marketing attracts numerous competitors by developing products for niche markets. C) Direct marketing provides a multi-billion dollar business for advertising. D) Direct marketing employs tools such as TV and radio to sell products to target audiences. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Which of the following differentiates direct marketing from mass marketing tactics? A) Direct marketing seeks to build customer relationships with individual members of defined groups. B) Direct marketing attracts numerous competitors by developing products for niche markets. C) Direct marketing provides a multi-billion dollar business for advertising. D) Direct marketing employs tools such as TV and radio to sell products to target audiences. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications Direct response advertising includes which of the following? Choose one answer. A) Advertising and catalogs B) PR and damage control C) A personalized message D) An offer and a call to action Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Direct response advertising includes which of the following? Choose one answer. A) Advertising and catalogs B) PR and damage control C) A personalized message D) An offer and a call to action Free to share, print, make copies and changes. Get yours at www.boundless.com Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Business/ Integrated Marketing Communications Fill in the blank. Telemarketing is an example of ________________. Choose one answer. A) Advertising B) Direct marketing C) PR D) Personal selling Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Fill in the blank. Telemarketing is an example of ________________. Choose one answer. A) Advertising B) Direct marketing C) PR D) Personal selling Free to share, print, make copies and changes. Get yours at www.boundless.com Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Business/ Integrated Marketing Communications Fill in the blank: _____ involves delivering personalized promotional materials directly to individual consumers. A) direct marketing B) advertising C) personal selling D) public relations and publicity Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Fill in the blank: _____ involves delivering personalized promotional materials directly to individual consumers. A) direct marketing B) advertising C) personal selling D) public relations and publicity Free to share, print, make copies and changes. Get yours at www.boundless.com Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Business/ Integrated Marketing Communications What promotional mix objective is predicated on a product having the competitive edge? A) Demand optomization. B) Differentiation. C) Consumer Knowledge. D) Supply. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications What promotional mix objective is predicated on a product having the competitive edge? A) Demand optomization. B) Differentiation. C) Consumer Knowledge. D) Supply. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications Fill in the blank. The different types of marketing communications an organization uses comprise its _________________. Choose one answer. A) Promotional mix B) Personal selling C) Advertising D) Publicity Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Fill in the blank. The different types of marketing communications an organization uses comprise its _________________. Choose one answer. A) Promotional mix B) Personal selling C) Advertising D) Publicity Free to share, print, make copies and changes. Get yours at www.boundless.com Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Business/ Integrated Marketing Communications At what stage, in a product's life cycle, does a company make the most profit? A) Growth. B) Introduction. C) Decline. D) Maturity. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications At what stage, in a product's life cycle, does a company make the most profit? A) Growth. B) Introduction. C) Decline. D) Maturity. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications At what stage of a product's life cycle is competition the heaviest? A) Growth. B) Decline. C) Introduction D) Maturity. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications At what stage of a product's life cycle is competition the heaviest? A) Growth. B) Decline. C) Introduction D) Maturity. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications In what stage of the product life cycle does the good or service experience competitive disadvantages? A) product development B) decline C) introduction D) growth Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications In what stage of the product life cycle does the good or service experience competitive disadvantages? A) product development B) decline C) introduction D) growth Free to share, print, make copies and changes. Get yours at www.boundless.com Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Business/ Integrated Marketing Communications In what stage of the product life cycle does the marketing team emphasize promotion and initial distribution? A) introduction B) product development C) growth D) maturity Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications In what stage of the product life cycle does the marketing team emphasize promotion and initial distribution? A) introduction B) product development C) growth D) maturity Free to share, print, make copies and changes. Get yours at www.boundless.com Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Business/ Integrated Marketing Communications In what stage of the product life cycle does a good or service get tested for viability? A) introduction B) growth C) product development D) maturity Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications In what stage of the product life cycle does a good or service get tested for viability? A) introduction B) growth C) product development D) maturity Free to share, print, make copies and changes. Get yours at www.boundless.com Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Business/ Integrated Marketing Communications In what stage of the product life cycle does the good or service experience acceptance by consumers? A) growth B) product development C) introduction D) maturity Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications In what stage of the product life cycle does the good or service experience acceptance by consumers? A) growth B) product development C) introduction D) maturity Free to share, print, make copies and changes. Get yours at www.boundless.com Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Business/ Integrated Marketing Communications A target market characteristic that focuses on repeat business is ________. A) Geographic. B) Demographic. C) Behavioral. D) Psychographic Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications A target market characteristic that focuses on repeat business is ________. A) Geographic. B) Demographic. C) Behavioral. D) Psychographic Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications If a company selects a promotional mix based upon a target market that buys "green," the characteristic is ____________. A) Behavioral. B) Product Related. C) Demographic. D) Psychographic. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications If a company selects a promotional mix based upon a target market that buys "green," the characteristic is ____________. A) Behavioral. B) Product Related. C) Demographic. D) Psychographic. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications What product characteristics impact the selection of a promotional mix? A) All of these answers. B) Price and features. C) Improvements made to an existing product. D) How the product fulfills the needs of the target consumer group. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications What product characteristics impact the selection of a promotional mix? A) All of these answers. B) Price and features. C) Improvements made to an existing product. D) How the product fulfills the needs of the target consumer group. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications Why does consumer buying behavior differ from business buying behavior? A) Because businesses always buy items with the best terms. B) Because consumers buy at the lowest price. C) Because each goes through a different thought process before they buy. D) There is no difference, they both buy based upon product features. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Why does consumer buying behavior differ from business buying behavior? A) Because businesses always buy items with the best terms. B) Because consumers buy at the lowest price. C) Because each goes through a different thought process before they buy. D) There is no difference, they both buy based upon product features. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications Which of the following best describes the rationale for the amount of funds available relative to costs in the promotion mix? A) The cost of the product being sold so that marketing costs can be easily recouped. B) The amount of money lost on past product launches. C) If there will be a mix of trade and consumer promotions included in the marketing plan. D) The advertising that will connect with targeted market and if the product is new or established. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Which of the following best describes the rationale for the amount of funds available relative to costs in the promotion mix? A) The cost of the product being sold so that marketing costs can be easily recouped. B) The amount of money lost on past product launches. C) If there will be a mix of trade and consumer promotions included in the marketing plan. D) The advertising that will connect with targeted market and if the product is new or established. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications Goodyear Tire is a well known and highly respected brand. What marketing strategy are they using when they advertise a special rebate sale through an extensive mix of marketing channels? A) A pull strategy because they have developed a powerful and recognizable brand. B) A push strategy because retailers will need to stock product in large quantities. C) A consumer promotion strategy aimed at the end user. D) A trade promotion strategy involving retailers. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Goodyear Tire is a well known and highly respected brand. What marketing strategy are they using when they advertise a special rebate sale through an extensive mix of marketing channels? A) A pull strategy because they have developed a powerful and recognizable brand. B) A push strategy because retailers will need to stock product in large quantities. C) A consumer promotion strategy aimed at the end user. D) A trade promotion strategy involving retailers. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications The strategy in which a manufacturer convinces wholesalers, distributors, or retailers to sell its products and that also informs. consumers via advertising and other promotions that the product is available for sale is known as a (an)________. A) push strategy B) deceptive strategy C) pull strategy D) sorting strategy Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications The strategy in which a manufacturer convinces wholesalers, distributors, or retailers to sell its products and that also informs. consumers via advertising and other promotions that the product is available for sale is known as a (an)________. A) push strategy B) deceptive strategy C) pull strategy D) sorting strategy Free to share, print, make copies and changes. Get yours at www.boundless.com Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Business/ Integrated Marketing Communications Which of the following involves promoting a product to final consumers? A) Push strategy B) Communication process C) Pull strategy D) Frequency Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Which of the following involves promoting a product to final consumers? A) Push strategy B) Communication process C) Pull strategy D) Frequency Free to share, print, make copies and changes. Get yours at www.boundless.com Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Business/ Integrated Marketing Communications Offering special incentives to restaurant owners who sell a particular brand of beverages is an example of a(n) ________________. A) Encoding B) Advertisement C) Push strategy D) Dull strategy Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Offering special incentives to restaurant owners who sell a particular brand of beverages is an example of a(n) ________________. A) Encoding B) Advertisement C) Push strategy D) Dull strategy Free to share, print, make copies and changes. Get yours at www.boundless.com Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Business/ Integrated Marketing Communications The strategy that focuses on creating demand for a product among consumers so that businesses agree to sell the product is known as a ________. A) deceptive strategy B) push strategy C) sorting strategy D) pull strategy Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications The strategy that focuses on creating demand for a product among consumers so that businesses agree to sell the product is known as a ________. A) deceptive strategy B) push strategy C) sorting strategy D) pull strategy Free to share, print, make copies and changes. Get yours at www.boundless.com Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Business/ Integrated Marketing Communications A trade promotion is important to the marketing mix of a product because________. A) It motivates retailers to stock and sell one product over another. B) It provides customers with better service. C) It encourages retailers to stock products even if they are not selling through. D) It discourages competitors from vying for market share. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications A trade promotion is important to the marketing mix of a product because________. A) It motivates retailers to stock and sell one product over another. B) It provides customers with better service. C) It encourages retailers to stock products even if they are not selling through. D) It discourages competitors from vying for market share. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications Which of the following statements about consumer promotions is TRUE? A) They are never used in conjunction with trade promotions. B) They include bonuses and incentives for the salesperson who has sold the most. C) They must rely on retailer incentive programs to work properly. D) Their primary purpose is to appeal to the end user and motivate them to buy. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Which of the following statements about consumer promotions is TRUE? A) They are never used in conjunction with trade promotions. B) They include bonuses and incentives for the salesperson who has sold the most. C) They must rely on retailer incentive programs to work properly. D) Their primary purpose is to appeal to the end user and motivate them to buy. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications Which of the following is NOT a common goal of integrated marketing communications campaigns? A) To increase consumer or business demand for a product category. B) To build customer traffic to physical stores, websites or other marketing channels. C) To present the brand's image and core message using various tones and styles. D) To change or influence customer beliefs or attitudes Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Which of the following is NOT a common goal of integrated marketing communications campaigns? A) To increase consumer or business demand for a product category. B) To build customer traffic to physical stores, websites or other marketing channels. C) To present the brand's image and core message using various tones and styles. D) To change or influence customer beliefs or attitudes Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications The essential purposes of budgeting for marketing activities include all of the following EXCEPT A) To evaluate company risks and opportunities. B) To motivate managers to strive to achieve budget goals. C) To evaluate the performance of managers. D) To provide visibility into the company's performance. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications The essential purposes of budgeting for marketing activities include all of the following EXCEPT A) To evaluate company risks and opportunities. B) To motivate managers to strive to achieve budget goals. C) To evaluate the performance of managers. D) To provide visibility into the company's performance. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications A marketing director assembling an annual budget considers the amount of money spent on product design and packaging during the previous year. Which of the following IMC components is a determinant in the annual budget? A) Corporate culture B) Promotional tools C) Consumer experience D) Communications tools Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications A marketing director assembling an annual budget considers the amount of money spent on product design and packaging during the previous year. Which of the following IMC components is a determinant in the annual budget? A) Corporate culture B) Promotional tools C) Consumer experience D) Communications tools Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications A performance assessment that tracks key ratios including gross contribution to net profit, gross profit to return on investment, and net contribution to profit on sales is called a A) sales analysis. B) market share analysis. C) financial analysis. D) expense analysis. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications A performance assessment that tracks key ratios including gross contribution to net profit, gross profit to return on investment, and net contribution to profit on sales is called a A) sales analysis. B) market share analysis. C) financial analysis. D) expense analysis. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications Which of the following best describes why the Internet has increased the role of word-of-mouth in integrated marketing communications? A) The Internet facilitates one-way broadcasting to consumers. B) The Internet facilitates a "sharing" culture based on consumer connections. C) The Internet allows marketers to identify the right touch points to reach consumers. D) The Internet allows 24/7 access to goods and services. Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications Which of the following best describes why the Internet has increased the role of word-of-mouth in integrated marketing communications? A) The Internet facilitates one-way broadcasting to consumers. B) The Internet facilitates a "sharing" culture based on consumer connections. C) The Internet allows marketers to identify the right touch points to reach consumers. D) The Internet allows 24/7 access to goods and services. Free to share, print, make copies and changes. Get yours at www.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/ Integrated Marketing Communications Attribution • Wikibooks. "Sustainable Business/Marketing." CC BY-SA 3.0 http://en.wikibooks.org/wiki/Sustainable_Business/Marketing#Marketing_budgets • Wiktionary. "budget." CC BY-SA 3.0 http://en.wiktionary.org/wiki/budget • Wikipedia. "Marketing plan." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Marketing_plan#Budgets_as_managerial_tools • Boundless Learning. "Boundless." CC BY-SA 3.0 http://www.boundless.com//marketing/definition/product-life-cycle--2 • Wikipedia. "Product life cycle." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Product_life_cycle • Wikipedia. "Consumer behavior." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Consumer_behavior • Wikipedia. "competitive analysis." CC BY-SA 3.0 http://en.wikipedia.org/wiki/competitive%20analysis • Wikipedia. "Receiver (information theory)." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Receiver_(information_theory) • OER Commons. CC BY-SA http://www.oercommons.org/courses/marketing-communications-as-a-strategic-function/view • Wikipedia. "Integrated Marketing Communications." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Integrated_Marketing_Communications • Wiktionary. "communication." CC BY-SA 3.0 http://en.wiktionary.org/wiki/communication • Wikipedia. "stimuli." CC BY-SA 3.0 http://en.wikipedia.org/wiki/stimuli • Dropbox. CC BY http://dl.dropbox.com/u/31779972/Introducing%2520Marketing.pdf • Wikipedia. "AIDA (marketing)." CC BY-SA 3.0 http://en.wikipedia.org/wiki/AIDA_(marketing) • Wiktionary. "target market." CC BY-SA 3.0 http://en.wiktionary.org/wiki/target+market • Wiktionary. "pique." CC BY-SA 3.0 http://en.wiktionary.org/wiki/pique • Wiktionary. "advertisement." CC BY-SA 3.0 http://en.wiktionary.org/wiki/advertisement Free to share, print, make copies and changes. Get yours at www.boundless.com Integrated Marketing Communications • Wiktionary. "value proposition." CC BY-SA 3.0 http://en.wiktionary.org/wiki/value+proposition • Wiktionary. "search engine optimization." CC BY-SA 3.0 http://en.wiktionary.org/wiki/search+engine+optimization • Wikimedia. CC BY-SA 3.0 http://upload.wikimedia.org/wikipedia/commons/7/7b/Integrated_Marketing_Communication.pdf • Dropbox. CC BY http://dl.dropbox.com/u/31779972/Introducing%2520Marketing.pdf • Wikipedia. "Integrated Marketing Communications." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Integrated_Marketing_Communications#Importance_of_IMC • Wikipedia. "Integrated marketing communications." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Integrated_marketing_communications • Wikipedia. "Marketing plan." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Marketing_plan • Wiktionary. "fragmentation." CC BY-SA 3.0 http://en.wiktionary.org/wiki/fragmentation • Wiktionary. "integrated." CC BY-SA 3.0 http://en.wiktionary.org/wiki/integrated • Wikibooks. "Strategy for Information Markets/e-Commerce." CC BY-SA 3.0 http://en.wikibooks.org/wiki/Strategy_for_Information_Markets/e-Commerce#Direct_Marketing • Dropbox. CC BY http://dl.dropbox.com/u/31779972/Introducing+Marketing.pdf • Wikipedia. "Direct marketing." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Direct_marketing • Wikipedia. "Direct response marketing." 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