MGT 103 UPDATED SETS ANSWERS AND QUESTIONS
SET A+
✔✔Integrated Marketing Communications (IMC) - ✔✔coordinating all promotional
activities to deliver one consistent message across audiences.
✔✔IMC includes - ✔✔advertising, personal selling, sales promotion, public relations,
direct marketing.
✔✔Marketing communication goals - ✔✔awareness, inform, persuade, remind, build
relationships.
✔✔Multichannel promotional strategy - ✔✔ombines traditional media with nontraditional
buzz-building activities. Benefits: stronger brand awareness and better effectiveness.
✔✔Promotional mix - ✔✔advertising, selling/personal selling, direct marketing, sales
promotion, public relations.
✔✔Communication model - ✔✔source encodes message through a medium; receiver
decodes it; noise interferes; feedback shows response.
✔✔Noise - ✔✔competing messages or distractions that reduce communication
effectiveness.
✔✔Push strategy - ✔✔promotion is directed to intermediaries, who then push the
product to consumers.
✔✔Pull strategy - ✔✔promotion is directed to consumers, who then demand the product
from retailers.
✔✔Direct marketing - ✔✔direct communication with consumers to generate a response:
order, request for info, or store visit.
, examples: face-to-face selling, direct mail/email, catalogs, telemarketing, text
messaging, direct response ads, direct selling. pros: targeted, customizable.Cons:
disliked by customers, high cost per contact, requires updated database.
✔✔Three direct marketing responses - ✔✔direct orders, lead generation, traffic
generation.
✔✔Advertising - ✔✔paid, non-personal communication from an identified sponsor using
mass media.Pros: reaches many people quickly, low cost per person.Cons: high
absolute cost, no immediate feedback.
✔✔Institutional advertising: - ✔✔promotes company/image/organization.
✔✔Pioneering advertising - ✔✔used in introduction stage; explains what the product is
and where to find it.
✔✔Competetive advertising - ✔✔promotes a brand's features/benefits.
✔✔Comparative advertising - ✔✔directly compares one brand against another.
✔✔Consumer-oriented sales promotions - ✔✔coupons, samples, contests, rebates,
premiums, loyalty programs.
✔✔Trade-oriented sales promotions - ✔✔incentives aimed at retailers/wholesalers,
such as allowances, displays, training, trade shows.
✔✔Public Relations (PR): - ✔✔communication activities that create or maintain a
positive image of a firm/product and reduce negative image.
PR pros: credible. PR cons: hard to get media cooperation, less control over message.
✔✔Publicity - ✔✔Unpaid media coverage; most used type of PR.
✔✔Crisis management - ✔✔needed when brand image is at risk. Four key
requirements: acknowledge, apologize, rectify, and have a leader deliver the message.
✔✔Many-to-many model - ✔✔Communication where consumers and firms all interact
with each other, especially online.
✔✔Groundswell - ✔✔social trend where people use technology to get what they need
from each other instead of traditional institutions
✔✔Crowdsourcing - ✔✔generating ideas/actions from large numbers of people; firms
may outsource tasks/ideas to user communities
SET A+
✔✔Integrated Marketing Communications (IMC) - ✔✔coordinating all promotional
activities to deliver one consistent message across audiences.
✔✔IMC includes - ✔✔advertising, personal selling, sales promotion, public relations,
direct marketing.
✔✔Marketing communication goals - ✔✔awareness, inform, persuade, remind, build
relationships.
✔✔Multichannel promotional strategy - ✔✔ombines traditional media with nontraditional
buzz-building activities. Benefits: stronger brand awareness and better effectiveness.
✔✔Promotional mix - ✔✔advertising, selling/personal selling, direct marketing, sales
promotion, public relations.
✔✔Communication model - ✔✔source encodes message through a medium; receiver
decodes it; noise interferes; feedback shows response.
✔✔Noise - ✔✔competing messages or distractions that reduce communication
effectiveness.
✔✔Push strategy - ✔✔promotion is directed to intermediaries, who then push the
product to consumers.
✔✔Pull strategy - ✔✔promotion is directed to consumers, who then demand the product
from retailers.
✔✔Direct marketing - ✔✔direct communication with consumers to generate a response:
order, request for info, or store visit.
, examples: face-to-face selling, direct mail/email, catalogs, telemarketing, text
messaging, direct response ads, direct selling. pros: targeted, customizable.Cons:
disliked by customers, high cost per contact, requires updated database.
✔✔Three direct marketing responses - ✔✔direct orders, lead generation, traffic
generation.
✔✔Advertising - ✔✔paid, non-personal communication from an identified sponsor using
mass media.Pros: reaches many people quickly, low cost per person.Cons: high
absolute cost, no immediate feedback.
✔✔Institutional advertising: - ✔✔promotes company/image/organization.
✔✔Pioneering advertising - ✔✔used in introduction stage; explains what the product is
and where to find it.
✔✔Competetive advertising - ✔✔promotes a brand's features/benefits.
✔✔Comparative advertising - ✔✔directly compares one brand against another.
✔✔Consumer-oriented sales promotions - ✔✔coupons, samples, contests, rebates,
premiums, loyalty programs.
✔✔Trade-oriented sales promotions - ✔✔incentives aimed at retailers/wholesalers,
such as allowances, displays, training, trade shows.
✔✔Public Relations (PR): - ✔✔communication activities that create or maintain a
positive image of a firm/product and reduce negative image.
PR pros: credible. PR cons: hard to get media cooperation, less control over message.
✔✔Publicity - ✔✔Unpaid media coverage; most used type of PR.
✔✔Crisis management - ✔✔needed when brand image is at risk. Four key
requirements: acknowledge, apologize, rectify, and have a leader deliver the message.
✔✔Many-to-many model - ✔✔Communication where consumers and firms all interact
with each other, especially online.
✔✔Groundswell - ✔✔social trend where people use technology to get what they need
from each other instead of traditional institutions
✔✔Crowdsourcing - ✔✔generating ideas/actions from large numbers of people; firms
may outsource tasks/ideas to user communities
