IN CLASS

What Do You Already Know About Marketing Communications?

Time: 20-25 minutes

Format: Individual written response (handwritten or typed)

Research: Not allowed write from experience and prior knowledge

Purpose

Before we explore the frameworks, models, and terminology from Kotler, I want to understand how you currently think about:

• Marketing communications
• Integrated Marketing Communications (IMC)
• Advertising and media
• Personal selling
• Direct marketing

This is exploratory. There are no wrong answers I want to see your thinking.

Part 1 Marketing Communications

In your own words:

1. What is marketing communication?
2. Why do organizations invest heavily in communications?
3. What do you think makes a communication message effective?
4. How do companies move customers from awareness to purchase?

Then reflect:

• Think of a recent advertisement (TV, YouTube, social media, billboard, etc.).
• What was the objective of the message?
• Did it persuade you? Why or why not?

Part 2 Integrated Marketing Communications (IMC)

Without looking anything up:

1. What do you think integrated marketing communications means?
2. Why might companies need multiple communication tools instead of just advertising?
3. Do you think social media alone is enough to build a strong brand? Explain.
4. What happens when company messages are inconsistent across platforms?

Apply your thinking:

• Choose a brand (Nike, Apple, Amazon, Chick-fil-A, Tesla, etc.).
• How do they communicate consistently across different channels?
• Where have you seen misalignment from a company?

Part 3 Personal Selling & Direct Marketing

1. What is personal selling?
2. How is personal selling different from advertising?
3. In what situations is personal selling more effective than digital advertising?
4. What comes to mind when you hear direct marketing?

Apply your thinking:

• Describe a time when a salesperson influenced your decision.
• What did they do well (or poorly)?
• Did they build trust?