Answer the following questions by using Module 5 as your reference.

Activity 1. DEFINITION OF TERMS (20 points). Define the following business terms in one to
three sentences. You may use the Module 4 PPT or reliable websites from the internet as your
basis in providing their respective definitions and remember to paraphrase.

1. Marketing Communications - An essential and complicated component of a company's

marketing initiatives is marketing communication (MarCom). Marketing Communications is a
broad term that refers to all the messages and media you use to reach the market.
2. Current brand knowledge - Brand knowledge describes the ideas, emotions, and
experiences that a customer associates with a company or a brand of a business. The
company creates its logo, has an ambassador to represent it, and engages in
interactions in the form of advertisements, communication, etc., but only its customers
can truly identify the brand.
3. Integrated Marketing Communications - IMC is described as "a planning process
designed to ensure that all brand contacts for a product, service, or organization
received by a customer or prospect are relevant to that person and consistent over time"
by the American Marketing Association. Allow marketers to inform, persuade, provide
incentives, and remind consumers directly or indirectly.
4. Advertising - A product or service's customers can be reached through advertising.
According to the Advertising Association of the UK, advertisements are messages that
are paid for by those who send them and are meant to inform or influence people who
receive them.
5. Event Marketing - An in-person or in-the-moment engagement is used by marketers as
part of their event marketing strategy to promote their brand, product, or service.
Companies can take part in these events as hosts, participants, or sponsors, and they
can take place offline or online. For promotional purposes, marketers employ both
inbound and outbound event marketing techniques.
6. Ideal Ad Campaign - An advertising campaign is a collection of advertisements with a
single message. They are designed to accomplish a particular business objective and
increase conversions. Advertising campaigns can aim to achieve a variety of business
objectives, including raising brand recognition for a new good or service, increasing
sales of a particular good or service, and generating leads by getting potential customers
to sign up for a mailing list, subscription, or other free offers.
7. Personal selling - Personal selling, also referred to as face-to-face selling, is a sales
technique where a single salesperson tries to persuade a customer to purchase a
product. It is a method of promotion where the salesperson employs their knowledge
and skills in an effort to close a deal.
8. Public relations and publicity - Publicity is concerned with media presence. It
increases a brand's visibility in the public. It is advertising, used to draw interest. Public
relations uses a wide range of tactics to reach the right audiences with messages that
advance an organization's objectives.
9. Promotions - All of the activities that inform consumers about a product, brand, or
service are referred to as promotions. The goal is to raise awareness, draw customers
in, and persuade them to choose the product over rivals.
10. Place - Place advertising, also called out-of-home advertising, is a broadly defined
category that captures advertising outside traditional media. It is also often called
“nontraditional”, “alternative” or “support” advertising, because it has arisen in recent
years as a means to complement more traditional advertising media.
Activity 2. MODIFIED TRUE OR FALSE (10 POINTS). Write TRUE if the statement is correct
and write FALSE if otherwise. Change the words or phrases that make the statements wrong.
1. Radio is a powerful advertising medium because it allows for sight, sound and motion and
reaches a broad spectrum of consumers. – FALSE (Television)
2. Versatility is the extent to which information contained in a communication option works with
different types of consumers. – TRUE
3. Public sponsorship of events or activities related to sports, art, entertainment, or social
causes is known as event sponsorship. – FALSE (event marketing)
4. IMV allows marketers to inform, persuade, provide incentives, and remind consumers directly
or indirectly. – FALSE (IMC)
5. The extent to which different associations and linkages are emphasized across
communication options is commonality. – FALSE (complementarity)

6. Personal selling is face-to-face interaction with one or more prospective purchasers for the
purpose of making sales. – TRUE
7. Advertising is a short-term incentives to encourage trial or usage of a product or service. –
FALSE (A powerful means of creating strong, favorable, and unique brand
associations and eliciting positive judgments and feelings)
8. Billboard also called out-of-home advertising, is a broadly defined category that captures
advertising outside traditional media. – FALSE (Place advertising)
9. Direct response uses mail, telephone, internet, and other contact tools to communicate with
or solicit a response from specific customers and prospects.-TRUE

Activity 3. INTERNET SEARCH (35 POINTS). Complete the table below:

Type of Marketing Strategy Definition Example

/Concept of a Brand (3 points) (3 points)

Personal selling is when a salesperson

1. Personal selling meets a potential buyer or buyers face-to- Retail store like Ikea
face with the aim of selling a product or
service.

Event marketing is a type of marketing that

implies promoting a brand, product, or
2. Event marketing Google I/O
service by holding, participating in, or
attending events.
 Publicity is the communication about a
brand, offering, or a business by placing
3. Publicity commercially significant news about it in the Star Wars: Passing The Baton
media without paying for time and space
directly.
Coca Cola’s Drinkable Ad
It is a broad category including many campaign for Coke Zero
4. Places creative and unexpected forms to grab through interconnected billboards, T
consumers’ attention. and beverage dispensers for their
Place Advertising.
Direct response marketing is a marketing
5. Direct response tactic that demands a quick response from Social Media Ads
consumers who are exposed to it.

 
Activity 4. INTERNET SEARCH (30 POINTS).

1. Using reliable sources from the internet, search for three good examples of integrated
marketing communications.
- Three good examples of integrated marketing communications are Nike, Ford
and Apple.
2. These integrated marketing communications can be of any form (digital, print, etc.).
-

3. Explain what the marketers did for each example that you chose then insert pictures/links to
provide better information and visualization.
- Nike is a company that has used IMC effectively. The company has a long
history of using television and print advertising to reach its target audience. It has
also adopted the use of PPC advertising, SEO, and social media to reach an
even wider audience. Nike packages its products in a way that is consistent with
its brand identity. This includes using the same colors, logos, and fonts across all
of its channels. Its efforts have led to high levels of brand awareness and sales.
 (https://panmore.com/nike-marketing-communications-mix)

- Ford is a company that has used IMC to great effect. It has utilized advertising as
a component of IMC since the early days of the automobile industry. The new
advertising avenues complement the traditional methods to reach potential
customers. Its use of multi-channels helps to create a consistent message that
leads to brand awareness and sales.

(http://buytheway.ascjclass.org/fords-new-communications-strategy-built-ford-
proud/
https://www.youtube.com/watch?v=YnmiSNI2HEU&feature=youtu.be)

- Apple is a popular brand and Steve Jobs was a master of marketing. The
company uses a variety of channels to reach its target audience, including
television, radio, print, and digital.
(https://www.linkedin.com/pulse/apple-think-different-nischal-upreti)