Comm 223 Review - Lecture 10

Front 1

The integrated marketing communication consists of which five components?

Back 1

1. Advertising.
2. Sales promotion.
3. Public relations.
4. Personal selling.
5. Direct selling.

Front 2

What is the AIDA micro model of marketing communication?

Back 2

Attention => Interest => Desire => Action

Front 3

What is the consumer readiness stages model?

Back 3

Awareness => Knowledge => Liking => Preference => Conviction => Purchase

Front 4

What is the innovation adoption model?

Back 4

Awareness => Interest => Evaluation => Trial => Adoption

Front 5

What is the communications model?

Back 5

Exposure => Recognition => Cognitive Response => Attitudes => Intention => Behavior

Front 6

What are the five steps of developing an effective communication plan?

Back 6

1. Identifying target audience.
- Target selection affects what, how, when, where decisions.
2. Determining communication objectives.
- Determines response sought.
3. Designing the message.
- Micro models of marketing communication.
4. Selecting the media.
- Communication channel.
5. Measuring feedback.
- Aware? Satisfied?

Front 7

Who might a target audience include?

Back 7

- Potential buyers or current users.
- Deciders or influencers.
- Individuals or groups.
- Particular publics or general publics.

Front 8

What are the four possible objectives of your communication?

Back 8

1. Category need.
2. Brand awareness.
3. Brand attitude.
4. Brand purchase intention.

Front 9

What are three types of appeals or themes you can design?

Back 9

1. Rational appeals: relates to the audience's self interest.
2. Emotional appeals: stir up negative or positive feelings using humor, pride, joy, or even disgust.
3. Moral appeals: relate to the audience's sense of right versus wrong.

Front 10

What are the four types of non-personal communication channels?

Back 10

1. Media (print, broadcast, network).
2. Sales promotions (e.g. samples, coupons, premiums).
3. Events and experiences (e.g. sports, arts, entertainment, games).
4. Public relations.

Front 11

What are the three types of personal communication?

Back 11

1. includes face-to-face, phone, mail, and internet chat.
2. Word-of-mouth influence.
3. Buzz marketing to cultivate opinion leaders.

Front 12

What are three ways to measure the effects of promotion?

Back 12

1. ROPI (Return on Promotion Investment)
2. Sales / profits
3. Communication per se (field expeiments, neuroscience)

Front 13

Push strategies include:

Back 13

- Marketing activities towards channel members.
- The channel members promote the product to final consumers.
- Personal selling, trade promotion.

Front 14

Pull strategies include:

Back 14

- Marketing activities toward end users.
- The end user demands the product from channel members.
- Advertising, consumer promotions.

Front 15

Why are we in an era of push marketing?

Back 15

- Mass media is less efficient due to increasing amount of information.
- Mass media is less efficient due to increasing diversity in consumer preferences.
- Little meaningful product differences due to increasing competition.
- Growing strength of mega-retailers.

Front 16

What are the four special effects of advertising?

Back 16

1. Establish awareness within target market.
2. Influence consumer perceptions.
3. Influence preferences.
4. Influence behaviour.

Front 17

What are the three objectives of advertising?

Back 17

1. Inform: new products, new uses, company image, hot "it" works, reduce risk/fears.
2. Persuade: growth products, brand preference, perception of features, change attitudes, buy NOW, brand switching.
3. Reminding: mature products, top of mind, brand equity.

Front 18

When do you want to...
... inform?
... persuade?
... remind?

Back 18

Inform: Development, introduction
Persuade: Introduction, growth
Remind: Maturity, decline

Front 19

Due to concerns about the clutter and resistance of modern media, what new forms are used?

Back 19

- Product placement.
- Buzz marketing.
- Word of mouth.

Front 20

What are the two frequencies of advertising?

Back 20

1. Continuity:
- Schedule ads evenly within a period. Ex. Once a week for one year.
2. Pulsing:
- Scheduling ads unevenly over a given period. Ex. Intense ads during the holidays within a year.

Front 21

What is bait-and-switch advertising (or pricing)?

Back 21

- Advertising items that cannot actually be provided.
- 50% sale on new iPhone!.. and then none or few are in stock.
- Draw consumers to a store and make them buy other items that are not on sale.

Front 22

Examples of public relations include...

Back 22

- News release (about favourable case histories or positive test results).
- Press tours.
- Special events.
- Public-service activities.

Front 23

Examples of consumer promotions include...

Back 23

- Contests, sweeps, games.
- Price packs.
- Premiums.
- Samples.
- Coupons.

Front 24

Examples of trade promotion include...

Back 24

- Co-operative advertising.
- Merchandising allowances.
- Free goods or discounts.

Front 25

What are the four sales force strategies/strucutes?

Back 25

1. Territorial sales force structure.
2. Product sales force structure.
3. Customer sales force structure.
4. Complex sales force structure.

Front 26

Careful recruiting and selecting of salespeople can:

Back 26

- Increase overall sales force performance.
- Reduce turnover.
- Reduce recruiting and training costs.

Front 27

What are three ways to supervise salespeople?

Back 27

1. Sales quotas.
2. Sales meetings.
3. Positive incentives.

Front 28

What are three ways to evaluate sales people?

Back 28

1. Sales reports.
2. Call reports.
3. Expense reports.

Front 29

What are the seven steps of the personal selling process?

Back 29

1. Prospecting and qualifying.
2. Pre-approach.
3. Approach.
4. Presentation and demonstration.
5. Handling objections.
6. Closing.
7. Follow-up.