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

A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement. The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products. This is an example of ________.

To carefully integrate and coordinate the company's many communications channels and produce greater sales impact, some companies appoint a(n) ________.

Explain the concept of integrated marketing communications (IMC).

Sales promotion involves building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

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. -When starting their business, John and Barb would most likely have benefitted from understanding ________.

________ consists of strong short-term incentives that invite and reward quick responses from customers.

Advertisements for prescription drugs often feature potential benefits and negative side effects that consumers may experience with use of the medication. These ads present two-sided arguments.

While using the ________ method for setting an advertising budget, a company starts with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising.

Of the following actions, which is permitted in personal selling activities?

Explain how the message source affects consumers' perceptions of the message.

Which of the following terms best describes the channels through which two or more people communicate directly with each other, including face-to-face, mail, e-mail, texting, or an Internet chat?

Suppose Amazon.com has offered you free shipping on your next purchase of more than $35. This offer is an example of ________.

Which of the following promotion categories is most likely to use the promotion tools of press releases, sponsorships, events, and Web pages?

Why are profound changes in marketing communications creating both exciting and scary times for marketing communicators?

Advertising involves a personal presentation by the firm's sales force for the purpose of making sales and building customer relationships.

Which of the following is the first step in developing an effective integrated communications and promotion program?

What is personal selling? What are the advantages and disadvantages of a firm using personal selling to promote a product or service?

Which of the following is most likely a shortcoming of advertising?

Under which promotional mix strategy does the producer direct its marketing activities toward channel members to induce them to carry the product and promote it to final consumers?

Encoding is the process by which the receiver assigns meaning to symbols.