jan kennethobartop 10 questions

TOP 10 Learning Questions for

Ch 17: Designing and Managing Integrated

Marketing Communication

Jan Kenneth ObarApril 15, 2011

http://jankenneth-obar.blogspot.com

1. This is the part of the receiver’s response that the receiver communicates back to the sender?

A. ReplyB. ResponseC. FeedbackD. ReactionE. Comment

8 Elements of the Communication Process

Feedback: The part of receiver’s response that the receiver communicates back to the sender

1. This is the part of the receiver’s response that the receiver communicates back to the sender?

A. ReplyB. ResponseC. FeedbackD. ReactionE. Comment

2. Marketing Tool that is well suited to highly targeted marketing efforts

A. Public relationsB. Direct MarketingC. AdvertisingD. Personal sellingE. Sales Promotion

Marketing Communication Mix

Direct Marketing –Characteristics: Nonpublic, Immediate, Customized; well suited for highly targeted marketing efforts.

Examples:-

Telemarketing

-Direct Mail-Online

2. Marketing Tool that is well suited to highly targeted marketing efforts

A. Public relationsB. Direct MarketingC. AdvertisingD. Personal sellingE. Sales Promotion

3. The 3 stages of Consumer Response Model are Cognitive Stage, Affective Stage and ____________ Stage.

A. LikingB. PreferenceC. ConvictiveD. Agreement E. Behavior

Consumer Response Model:Buyers passes through 3 stages in order.

Aims to lead consumers to make the final step.

Examples:-Discounts

-Premiums

-Samples

3. The 3 stages of Consumer Response Model are Cognitive Stage, Affective Stage and ____________ Stage.

A. LikingB. PreferenceC. ConvictiveD. Agreement E. Behavior

4. The First Step in the 8 Steps in developing Effective Communication

A. Product awarenessB. Determine ObjectivesC. Identify Target AudienceD. Establish BudgetE. Initial survey

8 Steps in Developing effective Communication

Start with a clear target audience in mind.

Examples:Potential Buyers, Current Users, Deciders,

Influencersc

4. The First Step in the 8 Steps in developing Effective Communication

A. Product awarenessB. Determine ObjectivesC. Identify Target AudienceD. Establish BudgetE. Initial survey

5. Which is not an example of a category need communication

A. Electric cars B. Electronic cigarette to help quit

smokingC. Promoting condom use to aid

population controlD. Apple I-touch as personal all around

media device E. GPS device

Determine Communication Objectives:

Establishing a product or service category as necessary:

Examples: -Electric Cars-Electric Cigarette

Note:Less focused on

the brand but to the entire category.

5. Which is not an example of a category need communication

A. Electric cars B. Electronic cigarette to help quit

smokingC. Promoting condom use to aid

population controlD. Apple I-touch as personal all around

media device E. GPS device

6. Identify 2 that is not included in the three problems to be solved by the Design Communications?

A. When to say the message? B. Where to say the message?C. What to say in the message? D. Who to say the message?E. How to say the message?

Concept 6: Design the Communications:Desired response will require solving three problems.

Message Strategy

Creative Strategy

Message Source

What to say? How to say? Who to say?

Message Strategy “What to say?”

Creative Strategy “How to say?”

Message Source “Who to say?”

6. Identify 2 that is not included in the three problems to be solved by the Design Communications?

A. When to say the message? B. Where to say the message?C. What to say in the message? D. Who to say the message?E. How to say the message?

7. Which is not an example of challenges in developing global communications program

A. Alcoholic beverages cannot be advertised or sold in Muslim countries.

B. In some countries no Ads may be directed at children under 12

C. Comparative ads are common in some countries but is illegal in other countries.

D. Water is more expensive than oil in the middle eastern countries.

E. Restrictions to tobacco products in most countries

Multinational companies wrestle with challenges in developing global communications program.

Many products are restricted or forbidden in certain parts of the world.

ProductAlcoholic beverages cannot be advertised or sold in Muslim countries.

Tobacco Products restrictions

Market SegmentIn some countries (Norway and sweden) no ads can be directed at children under 12.

StyleComparative ads are common in Us and Brazil and India.l

7. Which is not an example of challenges in developing global communications program

A. Alcoholic beverages cannot be advertised or sold in Muslim countries.

B. In some countries no Ads may be directed at children under 12

C. Comparative ads are common in some countries but is illegal in other countries.

D. Water is more expensive than oil in the middle eastern countries.

E. Restrictions to tobacco products in most countries

8. Which is not an example of Communication Channel?

A. Ads in Medical Journal

B. Direct Mail

C. Telemarketing

D. Free Samples

E. Premium Items

Concept 8: Select Communication Channels:

Situation in Pharmaceutical Industry

94,000 Sales Reps

Only 40% of sales calls lead

to seeing the Doctor A Med Sales Rep only get 2

minutes of Doctors Time

Pharmaceutical companies turned to other Communication Channels such as:

1) Ads in medical Journal

2) direct mail

3) free samples

4) telemarketing

5) Sponsored conferences

8. Which is not an example of Communication Channel?

A. Ads in Medical Journal

B. Direct Mail

C. Telemarketing.

D. Free Samples

E. Premium Items

9. A tool used to draw a stronger and quicker response. To push target audience to make the final step.

A. Sales Promotions

B. Free Samples

C. Interactive Marketing

D. Sponsored events

E. Direct Selling

Sales Promotion:

-Lead target audience to make the final step (purchase).

Sales Promotion:Tools used to draw a stronger and quicker buyer response.

-Coupons

-Contests

-Premiums

9. A tool used to draw a stronger and quicker response. To push target audience to make the final step.

A. Sales Promotions

B. Free Samples

C. Interactive Marketing

D. Sponsored events

E. Direct Selling

10. Integrating various marketing method to achieve one goal .

A. Product Launching Campaign

B. Consumer Event

C. Multiple Stage Communication Campaign

D. All media simultaneous Marketing

E. Brand Management

Concept 10:Multiple – Stage Communication Campaign

New Campaign

about a new product

Paid AD withA responsemechanism

Direct Mail Outbound Telemarketing

Face to Face Salescall

OngoingCommunication

10. Integrating various marketing method to achieve one goal .

A. Product Launching Campaign

B. Consumer Event

C. Multiple Stage Communication Campaign

D. All media simultaneous Marketing

E. Brand Management

jan kennethobartop 10 questions

countries http

sender http

influencersc http

effective communication

communication process

budget initial survey

media device gps device

message strategywhat

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