MAR 3023 FSU BRADY EXAM 4 QUESTIONS AND ANSWERS
WITH COMPLETE SOLUTIONS GRADED A++ LATEST UPDATE
Chapter 17
Integrated Marketing Communications
Promotion (4)
Name the four that are apart of the promotion mix.
Promotion refers to any type of marketing communication used to inform or persuade
target audiences of the relative merits of a product, service, brand or issue. The aim of
promotion is to increase awareness, create interest, generate sales or create brand
loyalty.
Advertising
Personal Selling
Public Relations
Sales Promotion
Advertising
Examples?
,Most popular form of advertising?
Top digital advertiser?
Where does most spending occur?
What's the first ad?
Top advertiser in the world?
A paid, non-personal communication about an organization and its products transmitted
to a target audience through mass media.
Examples: print ads in magazines, trade journals and newspapers, radio and TV
announcements, Web-based visibility-building, and billboards.
Digital Media
Google
A newsletter was the first ad.
Cable Television is where most spending occurs.
,Proctor and Gamble are the top advertisers in the world.
Personal Selling
A paid, personal communication that seeks to inform customers and persuade them to
purchase products in an exchange situation
Examples: department stores that stage employees on perfume and cosmetic counters.
Public Relations
A broad set of communication efforts used to create and maintain favorable
relationships between an organization and its stakeholders.
Examples: generating an article featuring a client, rather than paying for the client to be
advertised next to the article.
Sales Promotion
An activity or material that acts as a direct inducement offering added value or incentive
for the product to resellers, salespeople, or customers;
It's almost like an incentive to buy something today and not tomorrow.
Examples: BOGO, contests, coupons, freebies, loss leaders, point of purchase displays,
premiums, prizes, product samples and rebates.
What is Integrated Marketing Communication and why is it used?
What are the three characteristics?
, Integrated Marketing Communication allows companies to cut through the clutter of
other marketing messages that are being sent out to customers and get their message
across. They do this by sending out a coordinated message so that people are seeing
the same stimuli through different media channels all day and everyday.
Three characteristics:
- Traditional Marketing
-Promotions
-Social Media
Traditional Promotion Mix
Promotion and marketing efforts were separate between media channels and it wasn't
very consistent and did not communicate well
1) Traditional promotion mix worked in the past because there weren't very many
messages and people could keep them all in their head.
2) Not the case anymore because there are so many messages out in consumer space.
Goals of Integrated Marketing Communications (4)
1. Consistent
2. Coordinated
3. Complementary
4. Continuity
Consistent
Keeping a consistent message to customers that allows them to cut through all the
clutter that consumers deal with
WITH COMPLETE SOLUTIONS GRADED A++ LATEST UPDATE
Chapter 17
Integrated Marketing Communications
Promotion (4)
Name the four that are apart of the promotion mix.
Promotion refers to any type of marketing communication used to inform or persuade
target audiences of the relative merits of a product, service, brand or issue. The aim of
promotion is to increase awareness, create interest, generate sales or create brand
loyalty.
Advertising
Personal Selling
Public Relations
Sales Promotion
Advertising
Examples?
,Most popular form of advertising?
Top digital advertiser?
Where does most spending occur?
What's the first ad?
Top advertiser in the world?
A paid, non-personal communication about an organization and its products transmitted
to a target audience through mass media.
Examples: print ads in magazines, trade journals and newspapers, radio and TV
announcements, Web-based visibility-building, and billboards.
Digital Media
A newsletter was the first ad.
Cable Television is where most spending occurs.
,Proctor and Gamble are the top advertisers in the world.
Personal Selling
A paid, personal communication that seeks to inform customers and persuade them to
purchase products in an exchange situation
Examples: department stores that stage employees on perfume and cosmetic counters.
Public Relations
A broad set of communication efforts used to create and maintain favorable
relationships between an organization and its stakeholders.
Examples: generating an article featuring a client, rather than paying for the client to be
advertised next to the article.
Sales Promotion
An activity or material that acts as a direct inducement offering added value or incentive
for the product to resellers, salespeople, or customers;
It's almost like an incentive to buy something today and not tomorrow.
Examples: BOGO, contests, coupons, freebies, loss leaders, point of purchase displays,
premiums, prizes, product samples and rebates.
What is Integrated Marketing Communication and why is it used?
What are the three characteristics?
, Integrated Marketing Communication allows companies to cut through the clutter of
other marketing messages that are being sent out to customers and get their message
across. They do this by sending out a coordinated message so that people are seeing
the same stimuli through different media channels all day and everyday.
Three characteristics:
- Traditional Marketing
-Promotions
-Social Media
Traditional Promotion Mix
Promotion and marketing efforts were separate between media channels and it wasn't
very consistent and did not communicate well
1) Traditional promotion mix worked in the past because there weren't very many
messages and people could keep them all in their head.
2) Not the case anymore because there are so many messages out in consumer space.
Goals of Integrated Marketing Communications (4)
1. Consistent
2. Coordinated
3. Complementary
4. Continuity
Consistent
Keeping a consistent message to customers that allows them to cut through all the
clutter that consumers deal with
