MNM2607 - PUBLIC RELATIONS EXAM QUESTIONS AND ANSWERS

MNM2607 - PUBLIC RELATIONS EXAM QUESTIONS AND ANSWERS Interactive communication - Answer- is an exchange of ideas where both participants, whether human, machine or art form, are active and can have an effect on one another Interactive marketing communication - Answer- refers to the evolving trend in marketing whereby marketing has moved from a transaction-based effort to a conversation Brand equity - Answer- is a phrase used in the marketing industry which describes the value of having a well-known brand name, based on the idea that the owner of a well- known brand name can generate more money from products with that brand name than from products with a less well known name Communication and business synergy - Answer- To establish the mutual beneficial relationship among the different part s of an organization . To achieve the targeted interest of the organization through unified integrated communication. Communication custodians - Answer- The public relations team of the organization Customers and consumers - Answer- Purchase goods and services from organizations Integrated communications (IC) - Answer- the strategic management process of organizationally controlling or influencing all messages and encouraging purposeful, data-driven dialog to create and nourish long-term, profitable relationships with stakeholders Integrated marketing communication (IMC) - Answer- is the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other. Stakeholders - Answer- the community from which the business draws its resources that can affect or be affected by the organization's actions, objectives and policies. differences between integrated marketing communications and integrated communications - Answer- Integrated Marketing is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise. Integrated communications is the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each overall objective of an IC process is to provide a unified and consistent delivery of information, The evolution of IC - Answer- Integration has become a widely used concept in marketing. Marketing theory that was established during the discipline's formative years has been overtaken by the complexities of real-time, multi modal, multi directional communication Theoretical components of IC - Answer- two-way symmetrical communication managing stakeholder relationships brand relationships and brand equity streamlined integrated communication (one voice , one look) cross-functional processes and planning Two-way Symmetrical communication - Answer- Allows for brands to have a two-way interactive marketing relationship within their environment Complexities of IC - Answer- complexities of markets coherency of communication objectives target audience and message content products or services distribution coherency of communication objectives complexities - Answer- The tactics resulting from the strategy with multiple objectives and their complexities target audience and message content complexities - TYPES OF MESSAGES (IC Complexities) - Answer- Planned messages (Messages include information that consumers receive from traditional communication media, such as promotions, personal selling, direct marketing and advertising) Inferred messages (The receiver of the message decodes the information independently) Maintenance messages (These messages are routine in nature and are used mainly to inform the stakehold