978-1305769786 Chapter 16 Solution Manual

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DISCUSSION STARTERS

Discussion Starter 1: Selling You the Brand Using Integrated Marketing Communication

ASK: How could integrating marketing tools assist you in getting the job you want?

Integrated marketing forces managers to pay attention to all of the various communication channels

within the firm. They need to ensure that all of the various forms of communication deliver a consistent

Discussion Starter 2: Web2.0 and Social Media

ASK: How many of you use Facebook or Google+ every day?

Given the increasing use of social media, such as Google+ and Facebook, marketing communication

ASK: Why are organizations that use social media as part of the IMC program cautioned to have “a

thick skin”?

Since these are interactive and open forums, marketers will hear both the good and the bad about the

Discussion Starter 3: Integrated Marketing Strategy

Chevrolet introduced its seventh generation of the Corvette Stingray with an innovative integrated

marketing strategy. Chevy promoted the Stingray through more exclusive avenues such as auto shows and

cover stories in major newspapers and auto magazines. The company also created a digitalized version of

ASK: Students to describe how Chevy uses different elements of the promotion mix in its integrated

marketing strategy?

Discussion Starter 4: Building Awareness for Insurance

ASK: How has Farmers Insurance Group used integrated marketing communication to increase

consumer awareness? Has it been effect?

with a certain product or service or otherwise on a password–protected website for classroom use.

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.

1. Review the communication process in Figure 16.1. Identify the various players in the

communication process for promotion of your product.

Students should think about all the potential individuals and organizations who might be involved in

2. What are your objectives for promotion? Use Table 16.2 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.

The four elements of the promotion mix are advertising, personal selling, public relations, and sales

promotion. Students’ answer will vary on which of the four elements are most appropriate for

with a certain product or service or otherwise on a password–protected website for classroom use.

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

in your promotional plan?

Word-of-mouth communications, buzz marketing, and product placement are all increasingly

important elements of a promotional plan. Students will likely find all three of these to be essential

1. What does the term integrated marketing communications mean?

Integrated marketing communications is the coordination of promotion and other marketing efforts to

ensure the maximum informational and persuasive impact on customers. Coordinating multiple

marketing tools so they have this kind of synergistic effect requires a marketer to employ a broad

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?

Communication is a sharing of meaning. The communication process involves several steps. First, the

source places the meaning into a code, a process sometimes called coding. The source must use signs

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

Noise may arise from faulty printing processes, interference or static in television or radio

transmissions, laryngitis, or the use of unfamiliar signs which have multiple meanings.

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

fail? If so, give several examples.

The major task of promotion is to directly or indirectly communicate with individuals, groups, or

organizations to facilitate exchanges by influencing one or more of them to accept the organization’s

with a certain product or service or otherwise on a password–protected website for classroom use.

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

time. A considerable amount of promotion is directed at creating awareness of new products, new

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

want to increase brand awareness, product feature awareness, awareness of image-related issues, or

awareness of operational characteristics. When an organization is the first to introduce an innovative

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

promotion mix.

Advertising is a paid form of non-personal communication about an organization and/or its products

which is transmitted to a target audience through a mass medium. Personal selling is informing

customers and persuading them to purchase products through personal communication in an exchange

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

Communication may be accomplished through the use of kinesic, proxemic, or tactile

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?

Market characteristics which influence the composition of the promotion mix include the size,

geographic distribution, and demographic characteristics of the market. If a company was promoting

with a certain product or service or otherwise on a password–protected website for classroom use.

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

Both the type of product being promoted and the characteristics of that product affect the composition

of the promotion mix. Whether the product is a business or consumer good will affect the

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

company can afford them.”

Availability of media is an important consideration in the formulation of a promotion mix. Even

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?

Word-of-mouth communication is personal informal exchanges of communication customers share

with one another about products, brands, and companies. Effective marketers who understand the

importance of word-of-mouth communication attempt to identify opinion leaders and encourage them

strategy to get Internet users to share ads and promotions among friends.

13. Which criticisms of promotion do you believe to be 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

promotional activity. Some of the possible concerns students should consider: a) Does restriction of