Page 482 - Foundations of Marketing

Integrated Marketing Communications | Chapter 15 449

Go to www.cengagebrain.com for resources to help you master the content in this
chapter as well as for materials that will expand your marketing knowledge!

Key Concepts

integrated marketing decoding process 431 promotion mix 436 word-of-mouth
communications 429 noise 431 kinesic communication communication 444
communication 430 feedback 432 438 buzz marketing 445
source 430 channel capacity 432 proxemic viral marketing 446
receiver 430 promotion 432 communication 438 product placement 446
coding process 430 primary demand 434 tactile communication 438
communications pioneer promotion 434 push policy 443
channel 431 selective demand 434 pull policy 444

Issues for Discussion and Review

1. What does the term integrated marketing communica- Assume a company is planning to promote a cereal to
tions mean? both adults and children. Along what major dimensions
2. Define communication and describe the communication would these two promotional efforts have to differ from
process. Is it possible to communicate without using all each other?
the elements in the communication process? If so, which 9. How can a product’s characteristics affect the composi-
elements can be omitted? tion of its promotion mix?
3. Identify several causes of noise. How can a source 10. Evaluate the following statement: “Appropriate adver-
reduce noise? tising media are always available if a company can
4. What is the major task of promotion? Do firms ever use afford them.”
promotion to accomplish this task and fail? If so, give 11. Explain the difference between a pull policy and a push
several examples. policy. Under what conditions should each policy be
5. Describe the possible objectives of promotion and used?
discuss the circumstances under which each objective 12. In which ways can word-of-mouth communication
might be used. influence the effectiveness of a promotion mix for a
6. Identify and briefly describe the four promotional meth- product?
ods an organization can use in its promotion mix. 13. Which criticisms of promotion do you believe are the
7. What forms of interpersonal communication besides most valid? Why?
language can be used in personal selling? 14. Should organizations be allowed to promote offen-
8. How do target market characteristics determine which sive, violent, sexual, or unhealthy products that can be
promotional methods to include in a promotion mix? legally sold and purchased? Support your answer.

Marketing Applications

1. The overall objective of promotion is to stimulate two television commercials, one aimed at stimulating
demand for a product. Through television advertising, primary demand and one aimed at stimulating selective
the American Dairy Association promotes the benefits demand. Describe each commercial and discuss how
of drinking milk, a campaign that aims to stimulate each attempts to achieve its objective.
primary demand. Advertisements for a specific brand 2. Developing a promotion mix is contingent on many
of milk focus on stimulating selective demand. Identify factors, including the type of product and the product’s

Copyright 2014 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.