Marketing > A-Level Question Paper > DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS (All)

DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS

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1) In direct‐order marketing, most direct marketers seek a measurable response. Explain what that would be for a direct marketer, such as Avon. Answer: Most direct marketers seek a measurable res ... ponse, usually a customer order. 2) What aspects need to be considered when designing a company Web site? Answer: Companies must design Web sites that embody or express their purpose, history, products, and vision and that are attractive on first viewing and interesting enough to encourage repeat visits. The Web site should be physically attractive and easy to use. 3) Direct mail continues to grow in popularity. Moosehead Breweries has recently developed a direct mail component to their communications strategy to further engage its customers. What makes this marketing communications tool so attractive to Moosehead, as well as other marketers? Answer: Direct mail is popular because it permits target market selectivity, can be personalized, is flexible, and allows early testing and response measurement. Although the cost per thousand people reached is higher than with mass media, the people reached are much better prospects. 2 4) One of the great advantages of direct marketing is the ability to test, under real marketplace conditions, different elements of an offer strategy. The response rate is only a part of the campaignʹs impact. Suppose an insurance company collects a 1.5% response to their direct mail program. What else may they have achieved, beyond the new orders? Answer: The campaign may also have increased awareness, intention to buy, and word of mouth. 5) List the ways television is used by direct marketers and provide a marketer example for each. Answer: Television is used in direct‐response advertising, at‐home shopping channels and infomercials. 6) Explain the SPIN method to build long‐term relationships. Answer: 1. Situation questions—these ask about facts of explore the buyer’s present situation. 2. Problem questions—these deal with problems, difficulties, and dissatisfactions. 3. Implication questions—these ask about the consequences or effects of a buyer’s problems, difficulties, or dissatisfactions. 4. Need‐payoff questions—these ask about the value or usefulness of a proposed solution. 7) Interactive marketing offers many unique benefits. List and identify these benefits. Name three marketers that you think would benefit most from using the Web, explaining why. Answer: Companies can send tailored messages that engage consumers by reflecting their special interests and behavior. Interactive marketing is highly accountable and its effects can easily be traced. Marketers can build or tap into online communities, inviting participation from consumers and creating a long‐term marketing asset in the process. The Web offers the advantage of ʺcontextual placementsʺ; marketers can buy ads from sites that are related to their offerings, as well as place advertising based on contextual keywords. In that way, the Web can reach people when they have actually started the buying process [Show More]

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