MKT 305- Exam questions and
answers graded A+
Integrated marketing communications - ANS✅✅a move towards fully integrating all business
practices that communicate something about a company's brands to present on prospective
customer's
5 elements of the MarCom mix - ANS✅✅1. personal selling
2. advertising
3. public relations
4. sales promotion
5. sponsorship marketing
-separate pieces but important to work together
MCM- personal selling - ANS✅✅-interaction between salesperson and prospect to sell products
-2 way communication-- more personal and flexible
-most effective method, but most expensive
EX-insurance, cars, real estate
MCM- advertising - ANS✅✅-informs the end customer about products and brand benefits and
ultimately influences brand choice
-one way communication
-audience is large and easy to reach w a simple message
-builds awareness/PR
MCM- public relations - ANS✅✅positive publicity for the company and its brand through
news/editorials
-unidentified/unclear sponsor
MCM- sales promotion - ANS✅✅creates an immediate response from the market
-i.e. coupons, sweepstakes
, trade oriented sales promotion - ANS✅✅manufacturer to intermediaries
consumer oriented sales promotion - ANS✅✅directed to end consumer
MCM- sponsorship marketing - ANS✅✅represents an opportunity for a company and its brands to
directly target communications toward narrow, but highly desirable audiences
-extremely focused
1. event- sponsors a music event
2. cause- walk for a cure
key changes in MarCom practice resulting from the IMC thrust - ANS✅✅1. reduced dependence
on mass-media advertising
2. increased reliance on highly targeted communication methods
3. expanded efforts to assess communications' return on investment
6 areas for managing MarCom - ANS✅✅1. selecting target markets
2. establishing objectives
3. setting budgets
4. formulating positioning strategies
5. establishing message and media strategies
6. evaluating program effectiveness
selecting target markets - ANS✅✅targeting allows market communicators to pinpoint the
products potential audience and to precisely deliver messages to that group
-media habits-- think who and where (shows, radio, events, internet)
establishing objectives - ANS✅✅-objectives must fit within the company's overall corporate and
marketing objectives
-must be realistic and stated in quantitative terms
-SMART goals
answers graded A+
Integrated marketing communications - ANS✅✅a move towards fully integrating all business
practices that communicate something about a company's brands to present on prospective
customer's
5 elements of the MarCom mix - ANS✅✅1. personal selling
2. advertising
3. public relations
4. sales promotion
5. sponsorship marketing
-separate pieces but important to work together
MCM- personal selling - ANS✅✅-interaction between salesperson and prospect to sell products
-2 way communication-- more personal and flexible
-most effective method, but most expensive
EX-insurance, cars, real estate
MCM- advertising - ANS✅✅-informs the end customer about products and brand benefits and
ultimately influences brand choice
-one way communication
-audience is large and easy to reach w a simple message
-builds awareness/PR
MCM- public relations - ANS✅✅positive publicity for the company and its brand through
news/editorials
-unidentified/unclear sponsor
MCM- sales promotion - ANS✅✅creates an immediate response from the market
-i.e. coupons, sweepstakes
, trade oriented sales promotion - ANS✅✅manufacturer to intermediaries
consumer oriented sales promotion - ANS✅✅directed to end consumer
MCM- sponsorship marketing - ANS✅✅represents an opportunity for a company and its brands to
directly target communications toward narrow, but highly desirable audiences
-extremely focused
1. event- sponsors a music event
2. cause- walk for a cure
key changes in MarCom practice resulting from the IMC thrust - ANS✅✅1. reduced dependence
on mass-media advertising
2. increased reliance on highly targeted communication methods
3. expanded efforts to assess communications' return on investment
6 areas for managing MarCom - ANS✅✅1. selecting target markets
2. establishing objectives
3. setting budgets
4. formulating positioning strategies
5. establishing message and media strategies
6. evaluating program effectiveness
selecting target markets - ANS✅✅targeting allows market communicators to pinpoint the
products potential audience and to precisely deliver messages to that group
-media habits-- think who and where (shows, radio, events, internet)
establishing objectives - ANS✅✅-objectives must fit within the company's overall corporate and
marketing objectives
-must be realistic and stated in quantitative terms
-SMART goals
