Comm 2331 Exam 1 questions & answers rated A+-11.docx, Exams of
Nursing
IMC - ANSWER(Integrated Marketing Communications) a strategic business
process used to plan, develop, execute and evaluate coordinated,
measurable, persuasive brand communication programs with consumers,
customers, prospect employees, and other relevant external and internal
audiences
Goals of IMC - ANSWERGenerate short term financial returns and build long
term brand value. Synergy among promotional tools so that weaknesses of
one tool will be offset by another. Very difficult to target audiences and
communicate effectively; IMC develops and integrates brand
identity/consistency
Basic Elements of an IMC Plan - ANSWER1. Review of marketing plan
2. External/internal analysis
3. Understand communication process
4. Budget (what are my financial resources)
, 5. Develop integrated promotional program
6. Program implementation/execution
7. Evaluation/measurement of effectiveness/ROI
Functions of Promotion - ANSWER1. Builds awareness of products or brands
2. Creates a brand image - leads to brand equity
3. Provides information concerning the brand
4. Persuades (formation, strengthening, change)
5. Provides incentives to act
6. Provides brand reminders
7. Reinforces past purchases and brand experiences
Promotional Mix - ANSWERAdvertising, direct marketing, interactive/internet
marketing, sales promotion, publicity/public relations, and personal selling
Advertising - ANSWERPaid, non-personal communication about a product,
organization or idea - with identified sponsor and no direct feedback
Direct Marketing - ANSWERPaid, personal communication about a product
with possible immediate feedback (direct response advertising) - done
through mail, email, phone
Interactive Marketing - ANSWER-Interactive Media: internet, kiosks, social
media, interactive tv, cell phone
-Internet activities: advertise products, link ads and websites, offer coupons,
social networks, viral marketing, push vs pull
Nursing
IMC - ANSWER(Integrated Marketing Communications) a strategic business
process used to plan, develop, execute and evaluate coordinated,
measurable, persuasive brand communication programs with consumers,
customers, prospect employees, and other relevant external and internal
audiences
Goals of IMC - ANSWERGenerate short term financial returns and build long
term brand value. Synergy among promotional tools so that weaknesses of
one tool will be offset by another. Very difficult to target audiences and
communicate effectively; IMC develops and integrates brand
identity/consistency
Basic Elements of an IMC Plan - ANSWER1. Review of marketing plan
2. External/internal analysis
3. Understand communication process
4. Budget (what are my financial resources)
, 5. Develop integrated promotional program
6. Program implementation/execution
7. Evaluation/measurement of effectiveness/ROI
Functions of Promotion - ANSWER1. Builds awareness of products or brands
2. Creates a brand image - leads to brand equity
3. Provides information concerning the brand
4. Persuades (formation, strengthening, change)
5. Provides incentives to act
6. Provides brand reminders
7. Reinforces past purchases and brand experiences
Promotional Mix - ANSWERAdvertising, direct marketing, interactive/internet
marketing, sales promotion, publicity/public relations, and personal selling
Advertising - ANSWERPaid, non-personal communication about a product,
organization or idea - with identified sponsor and no direct feedback
Direct Marketing - ANSWERPaid, personal communication about a product
with possible immediate feedback (direct response advertising) - done
through mail, email, phone
Interactive Marketing - ANSWER-Interactive Media: internet, kiosks, social
media, interactive tv, cell phone
-Internet activities: advertise products, link ads and websites, offer coupons,
social networks, viral marketing, push vs pull
