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 conten