ch17: designing and managing integrated marketing communications

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Chapter 17: Designing and Managing Integrated Marketing Communications

Brian Joseph GarciaDecember 17, 2010

TOP 10 Learning Questions for


1. All of these are the primary functions of marketing communications except

A. They can contribute to brand equityB. Allow companies to link their brands to

other people, places, events, experiences, etc.

C. Show consumers how and why a product is used

D. To reveal the company’s strengths and weaknesses relative to various competitors

E. So consumers can learn about who makes the product and what the company and brand stands for


Marketing Communications is..

a means to inform, persuade and remind consumers directly or indirectly about the products and brands they sell

the voice of the company and their brands are the means to establish a dialogue and build relationships with consumers


Marketing Communications..

To reveal the company’s strengths and weaknesses relative to various competitors a customer value analysis must be conducted


1. All of these are functions of marketing communications except

A. They can contribute to brand equityB. Allow companies to link their brands to

other people, places, events, experiences, etc.

C. Show consumers how and why a product is used

D. To reveal the company’s strengths and weaknesses relative to various competitors

E. So consumers can learn about who makes the product and what the company and brand stands for


2. These are all direct examples of brand contact except

A. Company’s stationeryB. Company’s mission and visionC. Product’s styling and priceD. Shape and color of packageE. Salesperson’s manner and dress


Brand Contact delivers an impression that can strengthen or

weaken a customer’s view of a company Examples: all communicate something to

Product’s styling and price Shape and color of package Salesperson’s manner and dress Store décor Company’s stationery buyers


2. These are all direct examples of brand contact except

A. Company’s stationeryB. Company’s mission and visionC. Product’s styling and priceD. Shape and color of packageE. Salesperson’s manner and dress


3. Technology changed the way consumers process communications. Which of the following statements is FALSE

A. Technology has eroded the effectiveness of mass media

B. Technology has fragmented the audiences

C. Technology has created a proliferation of media and entertainment options

D. Technology like DVRs made advertising programs more effective

E. Technology created different venues for marketing


Technology changed the way consumers process communications.

Technology has eroded the effectiveness of mass media

Thee has been a fragmentation of the audiences Proliferation of media and entertainment options

hundreds of cable TV and radio stations, thousands of magazines and uncountable websites, blogs, cell phone screens,etc.

Technology was able to present more choices of media to use

Technology like DVRs allow consumer to eliminate commercials with the push of a fast forward button

In terms of the Internet people can choose whether to view an ad by clicking on an icon


3. Technology changed the way consumers process communications. Which of the following statements is FALSE

A. Technology has eroded the effectiveness of mass media

B. Technology has fragmented the audiences

C. Technology has created a proliferation of media and entertainment options

D. Technology like DVRs made advertising programs more effective

E. Technology created different venues for marketing


4. Which of the following steps is FALSE if a company is using the Objective-and-Task Method in establishing the total communications budget?

A. Establish the market share goalB. Determine the number of gross rating points

that would have to be purchasedC. Determine the percentage of the market that

should be reached by advertisingD. Determine the percentage of aware prospects

that should be persuaded to try the brandE. Determine and set the promotion budget at

what the company can afford


Establishing Total Marketing Communications Budget

Four Methods Affordable Method Percentage-of-Sales Method Competitive-Parity method Objective-and-Task Method


Objective-and-Task Method

Calls upon the marketers to develop promotion budgets by defining specific objectives, determine the tasks to be performed to achieve these objectives, estimate the costs of performing these tasks


Affordable Method

Determining and set the promotion budget at what the company can afford


4. Which of the following steps is FALSE if a company is using the Objective-and-Task Method in establishing the total communications budget?

A. Establish the market share goalB. Determine the number of gross rating points

that would have to be purchasedC. Determine the percentage of the market that

should be reached by advertisingD. Determine the percentage of aware prospects

that should be persuaded to try the brandE. Determine and set the promotion budget at

what the company can afford


5. The Coca-Cola Company is one of the longest-standing corporate partners of FIFA World Cup. This is primarily a form of

A. Direct MarketingB. Sales PromotionC. Interactive PromotionD. Events and experiencesE. Word-of-mouth marketing


Marketing Communications Mix (8 major modes of communication)

Advertising Sales promotion Events and

experiences Public relations

and publicity

Direct marketing Interactive

marketing Word-of-mouth

marketing Personal selling


Marketing Communications Mix Direct Marketing – use of mail, telephone, fax, email

or internet to communicate directly with or solicit response or dialogue from specific customers and prospects

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

Interactive promotion – online activities and programs to raise awareness, improve image, or elicit sales of products/services

Events and experiences – company-sponsored activities and programs to create daily or special brand-related interactions

Word-of-mouth marketing – people to people oral, written or electronic communications that relate to the merits or experiences of purchasing or using products/services


5. The Coca-Cola Company is one of the longest-standing corporate partners of

FIFA World Cup. This is primarily a form of

A. Direct MarketingB. Sales PromotionC. Interactive PromotionD. Events and experiencesE. Word-of-mouth marketing


6. Hanes undershirt TV commercial features Michael Jordan and this ad has also shown the “bacon neck” as a way to describe a worn out, frayed, and sagging undershirt collar comparing it to Hanes’ lay flat collar undershirt. The ad generally used which creative strategy?

A. Informational AppealB. Transformational AppealC. Informational and

Transformational AppealD. Humor AppealE. Fame Appeal


Two General Creative Strategies that can be employed

Informational Appeal – elaborate on the product or service attributes or benefits. Logic and reason rule

Examples: problem solution ad, problem demonstration ad, product comparison ad, testimonial from unknown or celebrity endorsers

Transformational Appeal – elaborates on a non-product related benefit or image. It might depict what kind of person uses the brand or what experience results from using the brand. Stir up emotion that will motivate purchase


Transformational Appeal Transformational Appeal include

positive and negative appeals Humor Fear Guilt Love Joy Pride Shame


6. Hanes undershirt TV commercial features Michael Jordan and this ad has also shown the “bacon neck” as a way to describe a worn out, frayed, and sagging undershirt collar comparing it to Hanes’ lay flat collar undershirt. The ad generally used which creative strategy?

A. Informational AppealB. Transformational AppealC. Informational and

Transformational AppealD. Humor AppealE. Fame Appeal


7. Johnnie Walker, a liquor company, failure to advertise and sell their products in a Muslim country like Sudan pertains to the company’s inability in adapting their…

A. ProductB. Market SegmentC. StyleD. Local or GlobalE. Niche Market


Global Adaptations

Companies wrestle with a number of challenges in developing global communications program


Global Adaptations

Decide whether product is appropriate for a country

Make sure the market segment they address is both legal and customary

Must decide whether the style of the ad is acceptable

Must decide whether ads should be created at headquarters or locally


7. Johnnie Walker, a liquor company, failure to advertise and sell their products in a Muslim country like Sudan pertains to the company’s inability in adapting their…

A. ProductB. Market SegmentC. StyleD. Local or GlobalE. Niche Market


8. A pharmaceutical company is giving out flyers about their new product’s benefits and stating what diseases it can cure. What does this practice mainly tries to do to consumers?

A. Build AwarenessB. Disseminate knowledgeC. Create a LikingD. Create a PreferenceE. Create a Conviction


The Communications Process Models

Macromodel of the Communications Process

Micromodel of Consumer Responses


Micromodel of Consumer Responses – concentrate consumer’s specific responses to communications

Awareness – name recognition Knowledge – might have brand awareness but

not know much more Liking - how consumers feel about the brand Preference- comparing it to quality, value and

performance and other features to likely competitors

Conviction- building conviction and purchase intent

Purchase - offering low price, letting consumers try it out, offer a premium


8. A pharmaceutical company is giving out flyers about their new product’s benefits and stating what diseases it can cure. What does this practice mainly tries to do to consumers?

A. Build AwarenessB. Disseminate knowledgeC. Create a LikingD. Create a PreferenceE. Create a Conviction


9. In determining the communications objectives, evaluating the brand with respect to its perceived ability to meet a currently relevant need refers to _________ objective.

A. Brand AwarenessB. Category Need C. Brand Attitude D. Brand Purchase Intention E. Customer Service


Eight Steps in Developing Effective Communications

1. Identify the Target Audience2. Determine the Communications

Objectives3. Design the Communications4. Select the Communication

Channels


Eight Steps in Developing Effective Communications

5. Establish the Total Marketing Communications Budget

6. Decide on the Media Mix7. Measure results8. Manage integrated marketing

communications


In determining the Communications Objectives there are four possible objectives

Category need Brand Awareness Brand Attitude Brand Purchase Intention


Brand Attitude is evaluating the brand with respect to its perceived ability to meet a currently relevant need

Relevant need may be negatively oriented

Problem removal Problem Avoidance Incomplete

satisfaction Normal depletion

Relevant need may be positively oriented

sensory gratification intellectual

stimulation social approval


9. In determining the communications objectives, evaluating the brand with respect to its perceived ability to meet a currently relevant need refers to _________ objective.

A. Brand AwarenessB. Category Need C. Brand Attitude D. Brand Purchase Intention E. Customer Service


10. ________________ is a concept of marketing communications planning that recognizes the added value of a comprehensive plan.

A. Planned Marketing Communications

B. Value Chain AnalysisC. Added Value Marketing

CommunicationsD. Sound Marketing CommunicationsE. Integrated Marketing

Communications


Integrated Marketing Communications

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



Such a plan evaluates the strategic roles of a variety of communications disciplines and combines these disciplines to provide clarity, consistency and maximum impact through the seamless integration of messages



Examples of communications disciplines: general advertising direct response sales promotion public relations


10. ________________ is a concept of marketing communications planning that recognizes the added value of a comprehensive plan.

A. Planned Marketing Communications

B. Value Chain AnalysisC. Added Value Marketing

CommunicationsD. Sound Marketing CommunicationsE. Integrated Marketing

Communications


Source

Marketing Management Philip Kotler and Kevin Lane Keller 13th Edition


Chapter 17: Designing and Managing Integrated Marketing Communications

Brian Joseph GarciaDecember 17, 2010

TOP 10 Learning Questions for

ch17: designing and managing integrated marketing communications

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