Key Point 1: MC Functions
- What is advertising, and what is its primary use?
- What is direct marketing, and how is it used?
- What is the greatest strength of publicity?
- Why is sales promotion so important in a marketing program?
- What is the primary advantage of personal selling?
- Why is packaging considered a marketing communication tool?
- What benefits are derived from using events and sponsorships?
- Why is customer service included in the list of functional areas of marketing communication?
- What is a marketing communication mix?
- How is IMC defined? What are the key elements in the definition?
- How do the concept and the process of IMC differ?
- Explain the difference between a stakeholder and a customer.
- Why do marketers care about building relationships with their customers?
- What does synergy mean? How does synergy relate to marketing communication?
- What is a one-voice, one-look strategy?
- Why must keeping customers be an ongoing process?
- What is the relationship between evaluating and planning?
- What is the difference between one-way and two-way brand messages?
- Why shouldn't marketers simply focus on creating sales transactions rather than spending time and money building strong relationships with customers?
- Explain how IMC "spins off" either strong or weak brand relationships.
- What has been the impact of brand and product proliferation on marketing communication?
- In what ways does integration create greater efficiencies in marketing communication?
- How do integrated communication programs build trust?
- A focus on departmentalization has what effect on marketing communication?
- How does IMC cut through message clutter? Choose a major brand, and develop a list of the marketing communication tools it uses in its marketing communication mix. Is the brand using a one-voice, one-look strategy?