How does Integrated Marketing Communications techniques add value for customers?

  

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Question 1 (1 point)
How does Integrated Marketing Communications techniques add value for customers?
Question 1 options:
IMC integrates all of the product features and benefits into a compelling message.
IMC creates a visually exciting and compelling message that can be used in both
advertising and public relations.
IMC delivers a clear, consistent, and compelling message about the offering that
consumers can understand however they are exposesd to the message.
IMC identifies the basis for the sale to the right target market.
Question 2 (1 point)
Mobile marketing means _______.
Question 2 options:
communicating messages that can have multiple meanings depending on the receiver.
communicating messages on billboards seen by the target market on their way to work.
communicating messages via cell phones or other mobile devices.
communicating messages that are designed to be received wherever a customer might be
located.
Question 3 (1 point)
Which of the following is NOT part of the promotion mix?
Question 3 options:
public relations
personal selling
promotion objectives
sales promotion
Question 4 (1 point)
What is the difference between push and pull promotion strategies?
Question 4 options:
A push strategy is more aggressive than a pull strategy.
The choice between push or pull strategy depends on the marketing communications
budget.
Push is communication aimed at the end user and pull is communication aimed at the trade.
The choice of a push or pull strategy depends on the manufacturer.
Question 5 (1 point)
If you wanted to use television advertising in a vehicle such as the Super Bowl to ensure that as
many members of your target market receive your message at least once you would be
maximizing _______.
Question 5 options:
your promotion budget.
reach.
frequency.
your time.
Question 6 (1 point)
If you had a highly complex technology product that requires a great deal of explanation and
demonstration, you would most likely use _______________ as your primary promotion mix
tool.
Question 6 options:
public relations
sales promotion
QVC network
professional selling
Question 7 (1 point)
Apple is known to launch its new products using which promotion mix tool?
Question 7 options:
Extensive advertising campaign in all major daily papers and network television
Offering deep discounts on the new product to penetrate the market before competitors can
copy the Apple technology.
Educating Apple sales representations on the new product so they can explain it to their
customers
A media event attended by all major networks and trade press
Question 8 (1 point)
If a product is in the maturity stage of its product life cycle, which promotion tool would most
likely be used to extend the life of the product’s life cycle?
Question 8 options:
public relations
sales promotion
advertising
direct marketing
Question 9 (1 point)
Which stage of the communication process is focused on ensuring the unique selling proposition
is decoded by the consumer as precisely as intended?
Question 9 options:
feedback
encoding
noise
media
Question 10 (1 point)
The unique selling proposition is ________.
Question 10 options:
the ‘pitch’ used in the sales presentation.
the uniqueness of the salespeople needed to sell a product.
the unique method used to place the product on the shelf.
the reason why the consumer should buy the offering based on the benefits he will receive
to fill his needs.
Question 11 (1 point)
All of the following are frameworks for designing promotion objectives EXCEPT ______.
Question 11 options:
the AIDA model.
building selective demand.
building primary demand.
minimizing the promotion budget.
Question 12 (1 point)
Which of the following statements about public relations is most accurate?
Question 12 options:
Public relations is free advertising that companies with minimal promotion budgets can use
to sell their product.
Public relations is necessary to create awareness for an offering because if the media likes
it so will the consumers.
Public relations helps companies support their customer relationships and sales efforts by
building rapport with customers, generating excitement for the offering, and supplementing
other sales efforts.
Public relations involves convincing the media to say good things about an offering
without having to pay for expensive traditional advertising or go through the effort of
utilizing online media.
Question 13 (1 point)
Why should sales promotions be used only for a limited time?
Question 13 options:
Because sales promotions should stimulate sales by giving the customer who has a positive
attitude for the product but has not taken action a time constricted inducement to buy the
offering.
Because sales promotions make the offering look cheap and you only want to have
discounts in certain times of the year to stimulate short term sales
Because sales promotions cost the company too much money and brings them too close to
their breakeven point negatively affecting their profit goals.
Because sales promotions should only be done around major holidays
Question 14 (1 point)
Which promotion budgeting method is the best method to begin the budgeting process?
Question 14 options:
competitive parity
affordable method
objective and task method
percentage of last year’s sales method
Question 15 (1 point)
How does the promotion budget affect the choice of promotion mix tools?
Question 15 options:
Some promotion mix tools such as traditional advertising may be too expensive for the
company’s limited financial resources, so it can’t be included in the promotion mix even if
it is the best tool for achieving a promotion objective.
Small marketing communications budgets means the company can’t do anything except
less expensive public relations.
The promotion budget drives all marketing communications decisions.
Large marketing communications budgets means the company can shotgun their messages
knowing they will eventually reach all members of a target audience.

Introduction:

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Effective communication is an essential aspect of marketing that enables businesses to connect and engage with their customers. Integrated Marketing Communications (IMC) is a technique that enables businesses to deliver a clear, consistent, and compelling message about their product or service through different marketing channels. This technique is designed to add value for customers by providing them with a complete and unified experience of the brand, regardless of how they are exposed to the message.

Description:

IMC is a combination of various promotional tools that work together to create a seamless and consistent message for customers. This technique integrates advertising, public relations, personal selling, sales promotion, and direct marketing to communicate with the target audience. IMC identifies the basis for sale to the right target market and creates a compelling message that showcases all the features and benefits of the product. This technique ensures that the message is visually exciting and compelling and can be used across different channels, such as TV, radio, print, social media, or mobile devices. By delivering a clear and consistent message, IMC adds value for customers by creating a unified brand experience that is both engaging and informative.

Question 2:

Mobile marketing means _______.

Answer:

Communicating messages via cell phones or other mobile devices.

Question 3:

Which of the following is NOT part of the promotion mix?

Answer:

Public relations.

Question 4:

What is the difference between push and pull promotion strategies?

Answer:

Push strategies focus on communicating with the trade, such as wholesalers, distributors, and retailers, to persuade them to stock and sell the product to the end consumer. Pull strategies, on the other hand, focus on communicating with the end consumer to create demand for the product and persuade them to purchase it from the retailer.

Question 5:

If you wanted to use television advertising in a vehicle such as the Super Bowl to ensure that as many members of your target market receive your message at least once, you would be maximizing _______.

Answer:

Reach.

Question 6:

If you had a highly complex technology product that requires a great deal of explanation and demonstration, you would most likely use _______________ as your primary promotion mix tool.

Answer:

Professional selling.

Question 7:

Apple is known to launch its new products using which promotion mix tool?

Answer:

A media event attended by all major networks and trade press.

Question 8:

If a product is in the maturity stage of its product life cycle, which promotion tool would most likely be used to extend the life of the product’s life cycle?

Answer:

Sales promotion.

Question 9:

Which stage of the communication process is focused on ensuring the unique selling proposition is decoded by the receiver?

Answer:

The decoding stage.

the receiver?

Question 9 options:

Encoding
Feedback
Decoding
Noise

Objectives and Learning Outcomes:

1. Integrated Marketing Communications
– Objective: To understand the value added for customers by implementing IMC techniques
– Learning outcomes:
– Explain how IMC techniques create a clear, consistent, and compelling message about the offering
– Identify the target market and basis for the sale through IMC
– Understand how IMC integrates all product features and benefits into a message

2. Mobile Marketing
– Objective: To define mobile marketing
– Learning outcomes:
– Identify mobile devices used for communication
– Understand the purpose of mobile marketing
– Differentiate mobile marketing from other forms of marketing

3. Promotion Mix
– Objective: To identify the components of promotion mix
– Learning outcomes:
– Identify public relations, personal selling, and sales promotion as part of promotion mix
– Understand promotion objectives and their role in promotion mix

4. Push and Pull Promotion Strategies
– Objective: To differentiate push and pull promotion strategies
– Learning outcomes:
– Understand the purpose and characteristics of push and pull promotion strategies
– Identify factors that determine the choice between push and pull promotion strategies

5. Reach and Frequency
– Objective: To understand the concept of reach and frequency
– Learning outcomes:
– Define reach and frequency
– Identify the use of television advertising in maximizing reach and frequency

6. Promotion Mix Tools
– Objective: To identify appropriate promotion mix tools for a product
– Learning outcomes:
– Identify the appropriate promotion mix tool for a highly complex technology product
– Understand the purpose and characteristics of public relations, sales promotion, QVC network, and professional selling

7. Apple’s Promotion Mix Strategy
– Objective: To identify Apple’s preferred promotion mix tool for launching new products
– Learning outcomes:
– Understand the purpose and characteristics of media events
– Identify the benefits of a media event for launching a new product

8. Extending Product Life Cycle
– Objective: To identify promotion tool for extending a product’s life cycle
– Learning outcomes:
– Identify the stage of the product life cycle where sales promotion is most effective
– Understand the purpose and characteristics of public relations, advertising, and direct marketing

9. Communication Process
– Objective: To identify the stage of the communication process focused on decoding USP
– Learning outcomes:
– Identify the different stages of the communication process
– Understand the importance of decoding in ensuring effective communication.

the receiver?

Question 9 options:
Encoding
Decoding
Feedback
Noise

Solution 1:
Integrated Marketing Communications (IMC) is a crucial element that adds value for customers. IMC integrates all of the product features and benefits into a compelling message, creating a visually exciting and compelling message that can be used in both advertising and public relations. Furthermore, IMC delivers a clear, consistent, and compelling message about the offering that consumers can understand however they are exposed to the message. By using IMC, businesses could identify the basis for the sale to the right target market, which could further increase the value of the product or service for the customers.

Solution 2:
Mobile marketing means communicating messages via cell phones or other mobile devices. This marketing approach is designed to be received wherever a customer might be located. With the proliferation of mobile devices, mobile marketing has become an essential marketing tool for businesses to reach out to their customers. By sending personalized and relevant messages, businesses could engage and add value to their customers, resulting in increased brand loyalty and revenue. Therefore, mobile marketing is a crucial marketing tool that enables businesses to connect with their customers on a more personal level, which enhances the value of their products and services.

Suggested Resources/Books:
1. Integrated Advertising, Promotion, and Marketing Communications by Kenneth E Clow and Donald E Baack
2. Advertising and Integrated Brand Promotion by Thomas O’Guinn and Chris Allen
3. The New Marketing Communications by Keith J. Tuckwell

Similar Questions:
1. What is Integrated Marketing Communications (IMC) and how does it benefit a brand?
2. What are the key elements of an effective Integrated Marketing Communications strategy?
3. How does IMC foster customer loyalty and improve brand equity?
4. What are some examples of successful IMC campaigns?
5. How has technology impacted the implementation of IMC techniques?

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