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Principles of Marketing

Chapter 13

Principles of MarketingChapter 13

13.1 Knowledge Check

1.
a. The goal of IMC is to communicate a clear and consistent message through various promotional mix methods that will reach the various segments of the target market.
2.
b. The promotional mix method of advertising is a paid form of nonpersonal communication.
3.
c. Advertising is a paid form of nonpersonal communications meant to reach a large audience.
4.
a. Sales promotion includes coupons that help to induce sales in the short term.
5.
b. Public relations encompasses nonpaid activities that promote a product, service, idea, or person.

13.2 Knowledge Check

1.
a. The celebrity is the paid spokesperson of the company, and they are the sender of the message.
2.
b. Noise is anything that gets in the way of the sender and the message intended for the receiver.
3.
c. Television advertising is the medium through which the message is delivered.
4.
a. Encoding is the process of taking ideas and information and putting them into symbolic form.
5.
a. The Tennessee Department of Tourist Development sent the message, so it is the source.

13.3 Knowledge Check

1.
c. The combination of product placement, paid advertising, and the screening of the film on the British Airways flights is an example of integrated marketing communications.
2.
a. Integrated marketing communications seeks to have all of the promotions send a consistent and unified image to the customer.
3.
c. Sally’s ability to recall and think of Taco Bell to fulfill her needs is a benefit of improved brand awareness.
4.
d. Because Tina is satisfied and educated on all the ways to shop at Walgreens, she is exhibiting customer satisfaction.
5.
c. Using multiple promotional methods to send a consistent message is the goal of integrated marketing communications.

13.4 Knowledge Check

1.
c. The process should begin with a complete understanding of the target audience for the promotional efforts.
2.
d. Jennifer is acting on the promotional method Panera Bread used to reach her in the customer journey.
3.
b. With continuity scheduling, an advertiser is showing its advertisement on a continuous schedule without variation.
4.
b. Nestlé Tollhouse is working to create an emotional connection with the consumer.
5.
c. Wendy’s would be using all that their budget could afford for the marketing promotions.
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