Exam 14: Engaging Customers and Communicating Customer Value: Integrated Marketing Communications Strategy

Decoding is the process by which a sender puts his or her thoughts into a symbolic form.

In the communication process, what is noise and what is its significance?

Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstrations?

New communications technologies such as cell phones and the Internet give companies new media for interacting with targeted consumers, but these new technologies also give consumers more control over the advertising messages they receive.

The communications process should start with mass media advertising in order to reach a large number of consumers.

Refer to the scenario below to answer the following question(s). John Mayes opened Sparkle Janitorial in 2005. John began his business by acquiring two contracts for office cleaning services from two local manufacturing facilities. For two years, John and his wife, Barb, performed the cleaning services alone. After acquiring three additional cleaning contracts in 2007, John hired two employees. "Up to that point, we had room to grow but we really had no advertising plan," John stated. "We were relying mostly on word-of-mouth." By 2010, Barb hired another two full-time employees to begin Sparkle's new endeavor: carpet cleaning in homes and offices. "Competition was getting tough for both of our services at that point," Barb added. "We ran a local radio spot three times each week. Then we had an advertiser print coupons on placemats. That gave us a little more exposure." John and Barb Mayes admit that they did not realize the value of a sound promotional plan earlier. "We wish we would have put together something catchy with a jingle long before now," they said. -If the pull strategy is effective, then consumers will demand the product from channel members, who will in turn demand it from producers.