MKTG 409 Exam 3 MindTap Study Guide – Chapters 10, 16, 17 & 18 Marketing
Mix Review
*CHAPTER 16: INTEGRATED MARKETING COMMUNICATIONS* - ✔✔
Integrated marketing communications - ✔✔Coordination of promotion and other marketing
efforts for maximum informational and persuasive impact on customers
Communication - ✔✔A sharing of meaning through the transmission of information
Source - ✔✔A person, group, or organization with a meaning it tries to share with a receiver or
an audience
Receiver - ✔✔The individual, group, or organization that decodes a coded message
-Audience: two or more receivers
Coding Process - ✔✔Converting meaning into a series of signs or symbols
Communications Channel - ✔✔The medium of transmission that carries the coded message
from the source to the receiver
decoding process - ✔✔Converting signs or symbols into concepts and ideas
Noise - ✔✔Anything that reduces a communication's clarity and accuracy
feedback - ✔✔The receiver's response to a decoded message
,Channel Capacity - ✔✔The limit on the volume of information a communication channel can
handle effectively
Promotion - ✔✔Communication to build and maintain relationships by informing and
persuading one or more audiences
-General term encompassing all communications
AKA "marketing communications"
Not the same as sales promotion
Possible objectives of promotion - ✔✔*create awareness*
-Stimulate demand
-encourage product trial
-Identify prospects
*Retain Loyal customers*
-Facilitate reseller support
-Combat competitive promotional efforts
-reduce sales fluctuations
Primary demand - ✔✔Demand for a product category rather than for a specific brand
Pioneer Promotion - ✔✔Promotion that informs consumers about a new product
-no competing brands
Selective demand - ✔✔Demand for a specific brand
- marketer employs promotional efforts that point out the strengths and benefits of a specific
brand.
,-can also be stimulated by increasing the number of product uses and promoting them through
advertising campaigns, as well as through price discounts, free samples, coupons, consumer
contests and games, and sweepstakes
Promotion Mix - ✔✔A combination of promotional methods used to promote a specific
product
Encouraging Product Trial - ✔✔Techniques:
-Free samples
-Coupons
-Test drives
-Limited free-use offers
-Contests
-Games
Inform and Persuade
Key to stimulating product adoption process
Especially important for new products
The four possible elements of a promotion mix - ✔✔-Personal Selling
-Public relations
-Sales promotion
-Advertising
which Ad pulled best? - ✔✔Advertising research to investigate ad effectiveness
-2 ads run in magazines or on TV
-Which is more effective and why?
--Recall (remember)
, --Persuasion (interest increased)
--Liking (ad itself)
Watch for generalizations of good/bad techniques
Identifying prospects - ✔✔Locating and identifying customers who are interested in the firm's
products and will most likely buy.
Techniques Include:
-Direct-response forms, customer information blanks
-Contests and activities
-Recommendations
Facilitating Reseller Support - ✔✔-Maintain sound working relationships
-Resellers view promotions as form of support
-Share promotional expense
-Special offers/buying allowances
Combating Competitive Promotional Efforts - ✔✔-Typically defensive
-Designed to hold market share or positioning.
Reducing Sales Fluctuations - ✔✔Minimize seasonal variations in:
-Sales
-Production
-Inventory levels
-Personnel needs
Mix Review
*CHAPTER 16: INTEGRATED MARKETING COMMUNICATIONS* - ✔✔
Integrated marketing communications - ✔✔Coordination of promotion and other marketing
efforts for maximum informational and persuasive impact on customers
Communication - ✔✔A sharing of meaning through the transmission of information
Source - ✔✔A person, group, or organization with a meaning it tries to share with a receiver or
an audience
Receiver - ✔✔The individual, group, or organization that decodes a coded message
-Audience: two or more receivers
Coding Process - ✔✔Converting meaning into a series of signs or symbols
Communications Channel - ✔✔The medium of transmission that carries the coded message
from the source to the receiver
decoding process - ✔✔Converting signs or symbols into concepts and ideas
Noise - ✔✔Anything that reduces a communication's clarity and accuracy
feedback - ✔✔The receiver's response to a decoded message
,Channel Capacity - ✔✔The limit on the volume of information a communication channel can
handle effectively
Promotion - ✔✔Communication to build and maintain relationships by informing and
persuading one or more audiences
-General term encompassing all communications
AKA "marketing communications"
Not the same as sales promotion
Possible objectives of promotion - ✔✔*create awareness*
-Stimulate demand
-encourage product trial
-Identify prospects
*Retain Loyal customers*
-Facilitate reseller support
-Combat competitive promotional efforts
-reduce sales fluctuations
Primary demand - ✔✔Demand for a product category rather than for a specific brand
Pioneer Promotion - ✔✔Promotion that informs consumers about a new product
-no competing brands
Selective demand - ✔✔Demand for a specific brand
- marketer employs promotional efforts that point out the strengths and benefits of a specific
brand.
,-can also be stimulated by increasing the number of product uses and promoting them through
advertising campaigns, as well as through price discounts, free samples, coupons, consumer
contests and games, and sweepstakes
Promotion Mix - ✔✔A combination of promotional methods used to promote a specific
product
Encouraging Product Trial - ✔✔Techniques:
-Free samples
-Coupons
-Test drives
-Limited free-use offers
-Contests
-Games
Inform and Persuade
Key to stimulating product adoption process
Especially important for new products
The four possible elements of a promotion mix - ✔✔-Personal Selling
-Public relations
-Sales promotion
-Advertising
which Ad pulled best? - ✔✔Advertising research to investigate ad effectiveness
-2 ads run in magazines or on TV
-Which is more effective and why?
--Recall (remember)
, --Persuasion (interest increased)
--Liking (ad itself)
Watch for generalizations of good/bad techniques
Identifying prospects - ✔✔Locating and identifying customers who are interested in the firm's
products and will most likely buy.
Techniques Include:
-Direct-response forms, customer information blanks
-Contests and activities
-Recommendations
Facilitating Reseller Support - ✔✔-Maintain sound working relationships
-Resellers view promotions as form of support
-Share promotional expense
-Special offers/buying allowances
Combating Competitive Promotional Efforts - ✔✔-Typically defensive
-Designed to hold market share or positioning.
Reducing Sales Fluctuations - ✔✔Minimize seasonal variations in:
-Sales
-Production
-Inventory levels
-Personnel needs
