Promotion & Advertising
Chapters 1-2 | Study
Guide, Exam Review &
Practice Questions
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Updated 2026 Questions and Answers
100% Verified Exam Prep and Comprehensive
Rationales
Included
, Terms in this set (121)
IMC Integrated Marketing Communications
Purpose of IMC To coordinate various promotional elements and marketing activities so they
communicate a consistent, unified image across all media.
IMC formula Consistency + Continuity = Cumulative Effect
Brand The backbone for all marketing and advertising activity; the overall meaning
and associations consumers have with a company/product.
Brand touchpoint Every opportunity a customer has to see, hear, or experience a company
and/or its brands.
Why brand touchpoints matter Every interaction with a brand can build or hurt the brand's equity.
6 elements of the promotional mix Advertising; Direct Marketing; Digital/Internet Marketing; Sales Promotion;
Public Relations; Publicity.
Advertising Any paid form of nonpersonal communication about an organization, product,
service, or idea from an identified sponsor.
Advertising characteristics Paid, nonpersonal, mass media, message transmitted to large groups, and no
opportunity for immediate feedback.
National advertising Advertising done on a nationwide basis or in most regions of the country.
Retail/local advertising Advertising designed to encourage consumers to shop at a specific store,
patronize a particular establishment, or use a local service.
Primary-demand advertising Advertising that stimulates demand for an entire industry or product category.
Selective-demand advertising Advertising that creates demand for a specific brand.
Chapters 1-2 | Study
Guide, Exam Review &
Practice Questions
|Guaranteed success|
Updated 2026 Questions and Answers
100% Verified Exam Prep and Comprehensive
Rationales
Included
, Terms in this set (121)
IMC Integrated Marketing Communications
Purpose of IMC To coordinate various promotional elements and marketing activities so they
communicate a consistent, unified image across all media.
IMC formula Consistency + Continuity = Cumulative Effect
Brand The backbone for all marketing and advertising activity; the overall meaning
and associations consumers have with a company/product.
Brand touchpoint Every opportunity a customer has to see, hear, or experience a company
and/or its brands.
Why brand touchpoints matter Every interaction with a brand can build or hurt the brand's equity.
6 elements of the promotional mix Advertising; Direct Marketing; Digital/Internet Marketing; Sales Promotion;
Public Relations; Publicity.
Advertising Any paid form of nonpersonal communication about an organization, product,
service, or idea from an identified sponsor.
Advertising characteristics Paid, nonpersonal, mass media, message transmitted to large groups, and no
opportunity for immediate feedback.
National advertising Advertising done on a nationwide basis or in most regions of the country.
Retail/local advertising Advertising designed to encourage consumers to shop at a specific store,
patronize a particular establishment, or use a local service.
Primary-demand advertising Advertising that stimulates demand for an entire industry or product category.
Selective-demand advertising Advertising that creates demand for a specific brand.
