MARK 3000 - Test 3 - UGA Grantham. Exam
Questions With Correct Answers.
Represents the promotion dimension of the four p's.
Encompasses a variety of communication disciplines; general advertisement,
personal selling, sales promotion, public relations, direct marketing, and
electronic media; in combination to provide clarity, consistency, and maximum
communicative impact - (ANSWER)Integrated Marketing Communications
What does the AIDA Model consist of? - (ANSWER)Awareness
Interest
Desire
Action
The sender first must gain the attention - (ANSWER)Awareness
A multichannel approach increases.... - (ANSWER)The likelihood the message will
be received
The customer must want to further investigate the product/service -
(ANSWER)Interest
A common model of the series of mental stages through which consumers move
as a result of marketing communications. - (ANSWER)AIDA Model
,Measures how many consumers in a market are familiar with the brand and what
is stands for.
Created through repeated exposures of the various brand elements in the firms
communication to consumers. - (ANSWER)Brand Awareness
Occurs when consumers recognize a name that has been presented to them. -
(ANSWER)Aided Recall
A prominent place in people's memories that triggers a response without them
having to put any thought into it. - (ANSWER)Top-of-mind Awareness
Advertising does not always have Immediate impact, Multiple exposures are
needed, It is difficult to determine which exposure led to purchase -
(ANSWER)Lagged effect
A paid form of communication from an identifiable course, delivered through a
communication channel, and designed to persuade the receiver to take some
action, now or in the future - (ANSWER)Advertising
The organizational function that manages the firms 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. PR becoming more important than marketing. -
(ANSWER)Public Relations
, 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. Used in conjunction with other forms of IMC. Can be
used for short-term and long-term objectives - (ANSWER)Sales Promotion
The two-way flow of communication between a buyer and a seller that is
designed to influence the buyer's purchase decision. Most expensive form. -
(ANSWER)Personal Selling
Sales and promotional techniques that deliver promotional materials individually.
Includes e-mail and m-commerce, good for multicultural groups -
(ANSWER)Direct Marketing
Advertising is the .... - (ANSWER)Most visible element of IMC and extremely
effective at creating awareness and generating interest
Public relations is also know as? - (ANSWER)"Free" media attentions
Personal selling is the more _______ forms of promotion - (ANSWER)Expensive
What falls under the category of online marketing? - (ANSWER)Websites
Blogs
Social Media
Questions With Correct Answers.
Represents the promotion dimension of the four p's.
Encompasses a variety of communication disciplines; general advertisement,
personal selling, sales promotion, public relations, direct marketing, and
electronic media; in combination to provide clarity, consistency, and maximum
communicative impact - (ANSWER)Integrated Marketing Communications
What does the AIDA Model consist of? - (ANSWER)Awareness
Interest
Desire
Action
The sender first must gain the attention - (ANSWER)Awareness
A multichannel approach increases.... - (ANSWER)The likelihood the message will
be received
The customer must want to further investigate the product/service -
(ANSWER)Interest
A common model of the series of mental stages through which consumers move
as a result of marketing communications. - (ANSWER)AIDA Model
,Measures how many consumers in a market are familiar with the brand and what
is stands for.
Created through repeated exposures of the various brand elements in the firms
communication to consumers. - (ANSWER)Brand Awareness
Occurs when consumers recognize a name that has been presented to them. -
(ANSWER)Aided Recall
A prominent place in people's memories that triggers a response without them
having to put any thought into it. - (ANSWER)Top-of-mind Awareness
Advertising does not always have Immediate impact, Multiple exposures are
needed, It is difficult to determine which exposure led to purchase -
(ANSWER)Lagged effect
A paid form of communication from an identifiable course, delivered through a
communication channel, and designed to persuade the receiver to take some
action, now or in the future - (ANSWER)Advertising
The organizational function that manages the firms 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. PR becoming more important than marketing. -
(ANSWER)Public Relations
, 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. Used in conjunction with other forms of IMC. Can be
used for short-term and long-term objectives - (ANSWER)Sales Promotion
The two-way flow of communication between a buyer and a seller that is
designed to influence the buyer's purchase decision. Most expensive form. -
(ANSWER)Personal Selling
Sales and promotional techniques that deliver promotional materials individually.
Includes e-mail and m-commerce, good for multicultural groups -
(ANSWER)Direct Marketing
Advertising is the .... - (ANSWER)Most visible element of IMC and extremely
effective at creating awareness and generating interest
Public relations is also know as? - (ANSWER)"Free" media attentions
Personal selling is the more _______ forms of promotion - (ANSWER)Expensive
What falls under the category of online marketing? - (ANSWER)Websites
Blogs
Social Media
