978-1305405769 Chapter 15 Part 2

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Chapter 15: Integrated Marketing Communications

http://www.youtube.com/watch?v=foJ2eT0BwZQ

Chapter 15: Integrated Marketing Communications

CLASS EXERCISES

Class Exercise 1: Increasing Promotion Mix Effectiveness

This exercise focuses on how components of the communication process influence the effectiveness of

the promotion mix. Pose the exercise questions after the following activity:

Bring a necktie to class for this exercise. Select a student volunteer who knows how to tie a necktie

properly. Select another volunteer who knows nothing about tying a necktie. Ask the volunteers to stand

back to back in front of the class. Give the tie to the second student, and ask the first student to explain

how to tie the tie. Occasionally, you’ll have students who can communicate the procedure, but generally

the second student is left wearing something less than a perfectly tied tie.

Prompt for students:

1. What promotion mix element was this communication process most like?

2. What problems did the source have with the coding process?

3. How did noise affect the decoding process?

4. How is feedback different in a personal selling situation versus using mass communications? What

are the pros and cons associated with each form?

5. How does channel capacity affect the ability to properly share meaning? Did the source (and other

sources of noise) exceed the receiver’s ability to effectively decode all information?

6. How might it have helped if the source had been able to use kinesic and tactile communication? How

might the receiver respond with proxemic communication?

Answers:

1. This is personal selling in that immediate feedback was available and the source was trying to inform

Chapter 15: Integrated Marketing Communications

5. Often the first student will be trying to explain something while the second student is still trying to

process the last command (and while the audience is offering their advice).

6. Demonstration with body language and touching would have helped.

Class Exercise 2: Classifying Promotions

This exercise should teach students that promotional efforts cannot always be easily and clearly classified

into advertising, public relations, sales promotion, or personal selling. In the real business world, each

category often overlaps with the others.

Prompt for students:

The promotion mix includes advertising, public relations, sales promotion, and personal selling. How

would you classify each of the following promotion efforts?

1. McDonald’s uses television to tell consumers about how they can receive free french fries with the

purchase of a Big Mac.

2. A Toyota salesperson tells customers about the quality of Michelin tires.

3. CNN has a story about Energizer’s latest ad campaign. The story features a commercial with the

Energizer bunny.

4. Quaker Oats places an ad in Good Housekeeping magazine with a coupon attached.

5. A pharmaceutical salesperson leaves free samples with a physician.

Answers:

Class Exercise 3: Using Your IMC Tools

In this chapter, you were introduced to an array of tools marketing managers use in IMC or integrated

marketing communication. In this exercise, you will consider how each of these tools can be used to build

a coherent brand message.

Step 1: Identify all of the IMC components currently used by your university to attract student applicants.

Step 2: Evaluate the effectiveness of each tool identified in step one.

Step 3: Which tools, if any, do you feel the university could add to their IMC mix? How do you feel these

tools will help better communicate with prospective students?

Step 4: Write a memo to the university’s communications officer, evaluating how effectively you feel the

university is using IMC to attract prospective students. Explain in detail what you feel they could do to

improve.

Chapter 15: Integrated Marketing Communications

CHAPTER QUIZ

1. Face-to-face communication such as product sampling and personal selling provides marketers with

a. the highest quality feedback.

b. nonverbal feedback only.

c. verbal feedback only.

d. instant feedback.

e. highly coded feedback.

2. In marketing communication terms, the speed of an Internet connection relates to

a. decoding.

b. feedback.

c. encoding.

d. noise.

e. channel capacity.

3. The basic function of promotion is

a. information.

b. manipulation.

c. communication.

d. interpretation.

e. image enhancement.

4. Promotion is communication that is

a. managed.

b. deceptive.

c. persuasive.

d. informal.

e. product-related.

Chapter 15: Integrated Marketing Communications

SEMESTER PROJECT

In this chapter, you learned about the variety of tools marketing managers use in IMC. In this exercise,

you will examine how you can use each of these tools to effectively communicate information about your

brand, you.

Step 1: Identify all of the IMC components and list how you can use each of these components to

communicate about your brand.

Step 2: What themes, images, and colors will you use to unify your campaign across these components?

Step 3: What IMC materials will you need to create? For example, will assets, such as a résumé, business

cards, stationery, and website, be required?

Step 4: What media channels will you use to communicate your message?

Step 5: Develop your IMC portfolio containing all of your assets.

Chapter 15: Integrated Marketing Communications

ANSWERS TO ISSUES FOR DISCUSSION AND REVIEW

1. What does the term integrated marketing communications mean?

2. Define communication and describe the communication process. Is it possible to communicate

without using all the elements in the communication process? If so, which elements can be

omitted?

3. Identify several causes of noise. How can a source reduce noise?

4. What is the major task of promotion? Do firms ever use promotion to accomplish this task and

fail? If so, give several examples.

5. Describe the possible objectives of promotion and discuss the circumstances under which each

objective might be used.

Promotional objectives vary widely from one organization to another and within organizations over

brands, or brand extensions. Creating awareness is important for existing products when marketers

6. Identify and briefly describe the four promotional methods an organization can use in its

promotion mix.

Advertising is a paid form of nonpersonal communication about an organization and/or its products

7. What forms of interpersonal communication besides language can be used in personal selling?

8. How do target market characteristics determine which promotional methods to include in a

promotion mix? Assume a company is planning to promote a cereal to both adults and

children. Along what major dimensions would these two promotional efforts have to differ

from each other?

9. How can a product’s characteristics affect the composition of its promotion mix?

10. Evaluate the following statement: “Appropriate advertising media are always available if a

company can afford them.”

11. Explain the difference between a pull policy and a push policy. Under what conditions should

each policy be used?

12. In which ways can word–of-mouth communication influence the effectiveness of a promotion

mix for a product?

13. Which criticisms of promotion do you believe are the most valid? Why?

14. Should organizations be allowed to promote offensive, violent, sexual, or unhealthy products

that can be legally sold and purchased? Support your answer.

This is an effective question for raising the issue of what is legal and what is ethical with regard to

Chapter 15: Integrated Marketing Communications

ANSWERS TO DEVELOPING YOUR MARKETING PLAN

The information obtained from these questions should assist students in developing various aspects of

their marketing plan found in the Interactive Marketing Plan exercise at www.cengagebrain.com.

1. Review the communication process in Figure 15.1. Identify the various players in the

communication process for promotion of your product.

2. What are your objectives for promotion? Use Table 15.2 as a guide in answering this

question.

Students’ answers will differ depending on the product they chose. Whether it is a new good, new

3. Which of the four elements of the promotional mix are most appropriate for accomplishing

your objectives? Discuss the advantages and disadvantages of each.

4. What role should word–of-mouth communications, buzz marketing, or product placement

play in your promotional plan?

Chapter 15: Integrated Marketing Communications

COMMENTS ON VIDEO CASE 15: FRANK PEPE’S PIZZERIA

NAPOLETANA USES POSITIVE WORD-OF-MOUTH TO BECOME A

PREMIERE PIZZERIA

Summary

This case discusses how a pizzeria successfully uses integrated marketing communication. Positive word–

of–mouth marketing about the company’s products has increased its customer base. The pizzeria uses

personal selling to communicate the value of its products when customers enter the store. It also uses

advertising such as direct mail and digital marketing on sites like Facebook and Twitter. A major form of

sales promotion that the pizzeria uses is free pizza the week before opening a new store. Finally, the

company makes use of public relations through fundraisers and donations. Frank Pepe’s Pizzeria

Napoletana has become an expert at using all four parts of the promotion mix to attract customers.

Questions for Discussion

1. What are the various promotion elements that Pepe’s uses to communicate with customers?

2. What role does word of mouth play in Pepe’s integrated marketing communications?

3. Evaluate free pizza as a form of sales promotion in Pepe’s success.