Exam 17: Designing and Managing Integrated Marketing Communications

Personal communications channels derive their effectiveness through individualized presentation and feedback. In addition, we can distinguish between three channels: advocate channels, expert channels, and social channels. How would you characterize a seminar directed to retirees on buying real estate with no money down?

The objective-and-task method calls upon marketers to develop promotion budgets by defining specific objectives, determining the tasks that must be performed to achieve these objectives, and estimating the costs of performing these tasks.

How do opinion leaders mediate the influence of mass communications? Apply this concept to marketing communications for personal computer products.

In deciding on the marketing communications mix, companies must allocate the budget over the eight major modes of communication.

You choose to use the AIDA model of consumers' response hierarchy models. In the cognitive stage of the AIDA model, your campaign is designed just to ________.

Micromodels of marketing communications concentrate on consumers' specific responses to communications. There are four classic response hierarchy models. List each model and outline their processes from the cognitive stage, affective stage, and behaviour stage.

There are eight steps in developing an effective communications program.

The repetition of the local car dealers' commercials on late night television, besides being universally terrible, are examples of what characteristic of the advertising component of the communications mix.

An informational appeal elaborates on product or service attributes or benefits.

One implication of the concept of brand equity is that the manner in which brand associations are formed does not matter. In other words, if a consumer has an equally strong, favourable, and unique brand association the impact in terms of brand equity should be identical.

A catchy slogan can get in the way of consumer involvement.

We can also conduct ________ analysis by profiling the target audience in terms of brand knowledge.

________ refer to the marketing communications element that involves company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers.

Communications that use cute babies, puppies, or provocative sex appeals are often employed to attract consumer attention and raise their involvement with an ad. What are some of the usages for "borrowed interest" devices?

The eight steps in developing effective communications starts with the basics: identifying the target audience, determining the objectives, designing the communications, ________, and establishing the budget.

The four common methods that companies use to decide on a promotion budget includes the affordable method, the percentage-of-sales method, ________, and the objective-and-task method.

The premise surrounding public relations and publicity is that news stories and features about your company's product are more authentic and ________ to readers than advertisements.

Selecting efficient channels to carry the message becomes more difficult as channels of communication become more fragmented and cluttered.

In developing effective communications, the first step that you have to take is to identify your target audience. It is often useful to define target audience in terms of ________ and loyalty.

Senior managers want to know the outcomes and revenues resulting from their communications investments. Too often, however, their communications directors supply only ________ and expenses.