1
UGA MARK 3000 - Grantham Exam
3 Questions With Verified
Solutions
Integrated Marketing Communications (IMC) - correct-answer - represents the
promotion dimension of the 4 Ps; encompasses a variety of communication
disciplines- general advertising, personal selling, sales promotion, public relations,
direct marketing, and electronic media- in combination to provide clarity,
consistency, and maximum communicative impact
sender - correct-answer - the firm from which an IMC message originates; the
sender must be clearly identified to the intended audience
AIDA Model - correct-answer - A common model of the series of mental stages
through which consumers move as a result of marketing communications:
Awareness leads to Interests, which lead to Desire, which leads to Action.
brand awareness - correct-answer - Measures how many consumers in a market
are familiar with the brand and what it stands for; created through repeated
exposures of the various brand elements (brand name, logo, symbol, character,
packaging, or slogan) in the firm's communications to consumers.
, 2
aided recall - correct-answer - An awareness metric that occurs when consumers
recognize a name (e.g., of a brand) that has been presented to them.
top of mind awareness - correct-answer - a prominent place in people's memories
that triggers a response without them having to put any thought into it
lagged effect - correct-answer - a delayed response to a marketing
communication campaign
advertising - correct-answer - a paid form of communication delivered through
media from an identifiable source about an organization, product, service, or idea
designed to persuade the receiver to take some action now or in the future
public relations - correct-answer - the organizational function that manages the
firm's communications to achieve a variety of objectives, including building and
maintaining a positive image, handling or heading off unfavorable stories or
events, and maintaining positive relationships with the media
sales promotions - correct-answer - Special incentives or excitement-building
programs that encourage the purchase of a product or service, such as coupons,
rebates, contests, free samples, and point-of-purchase displays.
personal selling - correct-answer - The two-way flow of communication between a
buyer and a seller that is designed to influence the buyer's purchase decision.
, 3
direct marketing - correct-answer - sales and promotional techniques that
communicate directly with target customers to generate a response or
transaction
mobile marketing - correct-answer - marketing through wireless handheld
devices, such as cellular telephones
blog (weblog) - correct-answer - An online diary with periodic posts that allows
people to share their thoughts, opinions, and feelings with the entire world
social media - correct-answer - the online and mobile technologies that distribute
content to facilitate interpersonal interactions, with the assistance of various
firms that offer platforms, services, and tools to help consumers and firms build
their connections
objective and task method - correct-answer - an IMC budgeting method that
determines the cost required to undertake specific tasks to accomplish
communication objectives; process entails setting objectives, choosing media, and
determining costs
rule of thumb methods - correct-answer - budgeting methods that base the IMC
budget on either the firm's share of the market in relation to competition, a fixed
percentage of forecasted sales, or what is left after other operating costs and
forecasted sales have been budgeted
UGA MARK 3000 - Grantham Exam
3 Questions With Verified
Solutions
Integrated Marketing Communications (IMC) - correct-answer - represents the
promotion dimension of the 4 Ps; encompasses a variety of communication
disciplines- general advertising, personal selling, sales promotion, public relations,
direct marketing, and electronic media- in combination to provide clarity,
consistency, and maximum communicative impact
sender - correct-answer - the firm from which an IMC message originates; the
sender must be clearly identified to the intended audience
AIDA Model - correct-answer - A common model of the series of mental stages
through which consumers move as a result of marketing communications:
Awareness leads to Interests, which lead to Desire, which leads to Action.
brand awareness - correct-answer - Measures how many consumers in a market
are familiar with the brand and what it stands for; created through repeated
exposures of the various brand elements (brand name, logo, symbol, character,
packaging, or slogan) in the firm's communications to consumers.
, 2
aided recall - correct-answer - An awareness metric that occurs when consumers
recognize a name (e.g., of a brand) that has been presented to them.
top of mind awareness - correct-answer - a prominent place in people's memories
that triggers a response without them having to put any thought into it
lagged effect - correct-answer - a delayed response to a marketing
communication campaign
advertising - correct-answer - a paid form of communication delivered through
media from an identifiable source about an organization, product, service, or idea
designed to persuade the receiver to take some action now or in the future
public relations - correct-answer - the organizational function that manages the
firm's communications to achieve a variety of objectives, including building and
maintaining a positive image, handling or heading off unfavorable stories or
events, and maintaining positive relationships with the media
sales promotions - correct-answer - Special incentives or excitement-building
programs that encourage the purchase of a product or service, such as coupons,
rebates, contests, free samples, and point-of-purchase displays.
personal selling - correct-answer - The two-way flow of communication between a
buyer and a seller that is designed to influence the buyer's purchase decision.
, 3
direct marketing - correct-answer - sales and promotional techniques that
communicate directly with target customers to generate a response or
transaction
mobile marketing - correct-answer - marketing through wireless handheld
devices, such as cellular telephones
blog (weblog) - correct-answer - An online diary with periodic posts that allows
people to share their thoughts, opinions, and feelings with the entire world
social media - correct-answer - the online and mobile technologies that distribute
content to facilitate interpersonal interactions, with the assistance of various
firms that offer platforms, services, and tools to help consumers and firms build
their connections
objective and task method - correct-answer - an IMC budgeting method that
determines the cost required to undertake specific tasks to accomplish
communication objectives; process entails setting objectives, choosing media, and
determining costs
rule of thumb methods - correct-answer - budgeting methods that base the IMC
budget on either the firm's share of the market in relation to competition, a fixed
percentage of forecasted sales, or what is left after other operating costs and
forecasted sales have been budgeted
