MAR 3023 Final Exam |89 Questions and
Answers
Integrated marketing communications(IMC) - -advertising, personal selling, sales
promotion, public relations, direct marketing, and online marketing
-The communication process - -Sender, Transmitter, Encoding, Communication Channel,
Receiver, Noise, Feedback Loop
-sender - -where the message originates, must clearly identified to the intended audience
-transmitter - -a marketing department or external agency that receives the information
and transforms it
-encoding - -converting the sender's ideas into a message, which could be verbal, visual, or
both.
-communication channel - -the medium-print, broadcast, internet- that carries the
messgae
-Receiver - -the person who reads, hears, or sees and processes the information contained
in the message and/or advertiesment
-Decoding - -the process by which the receiver interprets the sender's message
-Noise - -any interference that stems from competing messages, a lack of clarity in the
message, or a flaw in the medium
-Feedback loop - -allows the receiver to communicate with the sender and thereby
informs the sender whether the message was received and decoded properly
-AIDA model - -Awareness-> Interest-> Desire-> Action
-Brand Awareness - -potential customer's ability to recognize or recall that the brand
name is a particular type of retailer or product/service
-Aided recall - -when consumers indicate they know the brand
-Top-of-Mind awareness - -the highest level of awareness, occurs when consumers
mention a specific brand name first when they are asked about a product or service
-Lagged effect - -a delayed response to a marketing communication campaign
, -Advertising - -entails the placement of announcements and persuasive message in time or
space purchased in any of the mass media by business firms, nonprofit organizations,
government agencies, and individuals who seeks to inform and or persuade members of a
particular target market or audience about their products, services, organizations, or ideas
-Public Relations - -the organizational function that manages the firm's communications to
achieve a variety of objectives, including building and maintaining a positive image,
handling or head off unfavorable stories or events, and intimating positive relations with
the media
-sales promotions - -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 - -the two-way flow of communication between a buyer and a seller that
is designed to influence the buyer's purchase decision
-direct marketing - -marketing that communicates directly with target customer to
generate a response or transaction
-mobile marketing - -marketing through handheld devices, such as cellphones
-Online marketing - -Websites, blogs, social media
-Steps in Panning and Executing an Ad Campaign - -1.Identify target audience 2.Set
advertising objectives 3.Determine the advertising budget 4.convey the message 5.evaluate
and select media 6.create ads 7.assess impact
-pull strategy - -goal is to get consumers to pull the product into the marketing channel by
demanding it
-push strategies - -also exist and are designed to increase demand by focusing on
wholesalers, retailers, or salespeople
-Informative advertising - -a communication used to create and build brand awareness,
with the ultimate goal of moving the consumer through the buying cycle to a purchase
-Persuasive advertising - -to motivate consumers to take action, occurs in the growth and
early maturity stages of the product life cycle when competition is most intense
-Reminder advertising - -a communication used to remind or prompt repurchases,
especially for products that have gained market acceptance and are in the maturity stage of
their life cycle
-Product-focused advertisements - -Institutional advertisements inform, persuade, or
remind consumers about issues related to places, politics, or industry
Answers
Integrated marketing communications(IMC) - -advertising, personal selling, sales
promotion, public relations, direct marketing, and online marketing
-The communication process - -Sender, Transmitter, Encoding, Communication Channel,
Receiver, Noise, Feedback Loop
-sender - -where the message originates, must clearly identified to the intended audience
-transmitter - -a marketing department or external agency that receives the information
and transforms it
-encoding - -converting the sender's ideas into a message, which could be verbal, visual, or
both.
-communication channel - -the medium-print, broadcast, internet- that carries the
messgae
-Receiver - -the person who reads, hears, or sees and processes the information contained
in the message and/or advertiesment
-Decoding - -the process by which the receiver interprets the sender's message
-Noise - -any interference that stems from competing messages, a lack of clarity in the
message, or a flaw in the medium
-Feedback loop - -allows the receiver to communicate with the sender and thereby
informs the sender whether the message was received and decoded properly
-AIDA model - -Awareness-> Interest-> Desire-> Action
-Brand Awareness - -potential customer's ability to recognize or recall that the brand
name is a particular type of retailer or product/service
-Aided recall - -when consumers indicate they know the brand
-Top-of-Mind awareness - -the highest level of awareness, occurs when consumers
mention a specific brand name first when they are asked about a product or service
-Lagged effect - -a delayed response to a marketing communication campaign
, -Advertising - -entails the placement of announcements and persuasive message in time or
space purchased in any of the mass media by business firms, nonprofit organizations,
government agencies, and individuals who seeks to inform and or persuade members of a
particular target market or audience about their products, services, organizations, or ideas
-Public Relations - -the organizational function that manages the firm's communications to
achieve a variety of objectives, including building and maintaining a positive image,
handling or head off unfavorable stories or events, and intimating positive relations with
the media
-sales promotions - -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 - -the two-way flow of communication between a buyer and a seller that
is designed to influence the buyer's purchase decision
-direct marketing - -marketing that communicates directly with target customer to
generate a response or transaction
-mobile marketing - -marketing through handheld devices, such as cellphones
-Online marketing - -Websites, blogs, social media
-Steps in Panning and Executing an Ad Campaign - -1.Identify target audience 2.Set
advertising objectives 3.Determine the advertising budget 4.convey the message 5.evaluate
and select media 6.create ads 7.assess impact
-pull strategy - -goal is to get consumers to pull the product into the marketing channel by
demanding it
-push strategies - -also exist and are designed to increase demand by focusing on
wholesalers, retailers, or salespeople
-Informative advertising - -a communication used to create and build brand awareness,
with the ultimate goal of moving the consumer through the buying cycle to a purchase
-Persuasive advertising - -to motivate consumers to take action, occurs in the growth and
early maturity stages of the product life cycle when competition is most intense
-Reminder advertising - -a communication used to remind or prompt repurchases,
especially for products that have gained market acceptance and are in the maturity stage of
their life cycle
-Product-focused advertisements - -Institutional advertisements inform, persuade, or
remind consumers about issues related to places, politics, or industry
