Exam 17: Designing and Managing Integrated Marketing Communications

There are eight steps in developing effective communications. List these steps in their order of flow.

Marketing communication activities contribute to brand equity in many ways. Briefly list the eight elements of the marketing communications mix and tell how these affect brand equity.

Tourism Newfoundland and Labrador has been aggressive in promoting the unique benefits of visiting the province. This is an example of a promotion mix used in the growth stage of a service life cycle. Explain how product life-cycle stage can be a factor in setting the marketing communications mix.

A liaison is a person who connects two or more cliques without belonging to either.

Which of the following elements of the marketing communications mix involves face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders?

What celebrity has been chosen by Jenny Craig to promote its weight loss program?

Senders know that to effectively communicate they must encode their messages so that the target audience can decode them; the must transmit the message through the media that reach the target audience and develop ________ channels to monitor the responses.

Micromodels of marketing communications concentrate on consumers' specific response to communications. Please list the four classic response hierarchy models and apply each one to communication challenges faced by Assinboia University in Alberta.

The starting point in planning marketing communications is an audit of all the potential ________ that customers in the target market may have with the company and all its products and services.

________ channels consists of neighbors, friends, family members, and associates talking to target buyers.

In micromodels of marketing communications, which of the four classic response hierarchy models includes trial and adoption in the behaviour stage?

To build brand equity, communication effects created by advertising must be linked to the brand. Often, such links are difficult to create because of

Formulating the communications to achieve the desired response will require solving the problems of message strategy and creative strategy among others. Define and then describe the differences between these two strategies.

In terms of source credibility, why would a medical doctor have greater source credibility as a spokesperson speaking about the effects of a new drug than a retired actor would. In your answer, be sure to list the characteristics of source credibility.

Media coordination can occur across and within media types. A multiple media campaign deployed within a tightly defined time frame can increase message ________ and impact.

Messages delivered by attractive or popular sources can potentially achieve higher attention and recall. What is important is the spokesperson's credibility. Source credibility consists of trustworthiness, likability, and ________.

Your marketing communications mix includes mail, telephone, fax, e-mail, or the Internet to communicate directly with or solicit responses or dialogue from specific customers and prospects. Which of the six major modes of communication are you using?

Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers-directly or indirectly-about the products and brands that they sell. The marketing communications mix consists of eight major modes of communication. List and briefly explain each.

Consumers are more likely to recognize Stouffer's distinctive orange packages than recall the brand. When is brand recall important and when is brand recognition important?

In measuring the effectiveness of a firm's communications investment, ultimately ________ measures capture the real payoff.