MOS 3322 EXAM STUDY GUIDE
Integrated Marketing Communications - Answer -The coordination of all forms of
marketing communications into a unified program to maximize the impact on the
intended target audience
3 C's of IMC - Answer -Consistent, Clear, and Compelling, company and brand
messages
Barriers to IMC - Answer --Organizational Structure
-Organizational Culture
-Compensation Issues
Integrated Marketing Communications Mix - Answer -Advertising
P.R
Sales Promotion
Personal Selling
Experiential Marketing
Direct Response
Digital (interactive) Communications
all work towards target market
Advertising - Answer -A paid-for media-delivered message by an identified sponsor
designed to stimulate a positive response from a target audience
Product Advertising - Answer -Advertising that provides information about a branded
product to help build its image in the minds of its customers
Promotional Advertising - Answer -Advertising that communicates a specific offer to
encourage an immediate response from the target audience
Direct Response Communications - Answer -the delivery of a message to a target
audience of one
i.e. direct mail, Direct response Television (DRTV), Telemarketing
Sales Promotion - Answer -An activity that provides incentives to bring about
immediate response from customers, distributors and an organizations sales force
Consumer Promotion - Answer -Pull strategy
Trade Promotion - Answer -Push Strategy
, Digital (Interactive) Communications - Answer -The use of electronic devices to reach
target markets
-internet
-smartphone
Customer Relationship Management (CRM) - Answer -process that enables an
organization to develop an ongoing relationship with valued customers; the organization
captures and uses information about is customers to its advantage in developing the
relationship
Public Relations - Answer -Communications directed towards gaining public
understanding and acceptance
Experiential Marketing - Answer -Form of marketing that creates an emotional
connection with the consumer in personally relevant and memorable ways
Event marketing - Answer -planning, organizing, and marketing an event for a company
or a brand
Sponsorship - Answer -Financially supporting an event in return for specified marketing
privileges
Personal Selling - Answer -Face-to-Face communication where the objective is to
make a sale
Database Management Systems - Answer -A system that collects information about
customers for analysis by managers to facilitate sound business decisions
Consumer behaviour - Answer -The acts that individuals perform in obtaining and using
products, services, and activities, including the decision-making processes that precede
and determine these acts
Needs - Answer -Perceptions of the absence of something useful
Motives - Answer -Condition that prompts action to satisfy a need
Maslow's Hierarchy of Needs - Answer -
Personality - Answer -A person's distinguishing psychological characteristics that lead
to relatively consistent and enduring responses to the environment in which that person
lives
Real self - Answer -Objective evaluation of one's self
Self-image - Answer -How you see yourself
Integrated Marketing Communications - Answer -The coordination of all forms of
marketing communications into a unified program to maximize the impact on the
intended target audience
3 C's of IMC - Answer -Consistent, Clear, and Compelling, company and brand
messages
Barriers to IMC - Answer --Organizational Structure
-Organizational Culture
-Compensation Issues
Integrated Marketing Communications Mix - Answer -Advertising
P.R
Sales Promotion
Personal Selling
Experiential Marketing
Direct Response
Digital (interactive) Communications
all work towards target market
Advertising - Answer -A paid-for media-delivered message by an identified sponsor
designed to stimulate a positive response from a target audience
Product Advertising - Answer -Advertising that provides information about a branded
product to help build its image in the minds of its customers
Promotional Advertising - Answer -Advertising that communicates a specific offer to
encourage an immediate response from the target audience
Direct Response Communications - Answer -the delivery of a message to a target
audience of one
i.e. direct mail, Direct response Television (DRTV), Telemarketing
Sales Promotion - Answer -An activity that provides incentives to bring about
immediate response from customers, distributors and an organizations sales force
Consumer Promotion - Answer -Pull strategy
Trade Promotion - Answer -Push Strategy
, Digital (Interactive) Communications - Answer -The use of electronic devices to reach
target markets
-internet
-smartphone
Customer Relationship Management (CRM) - Answer -process that enables an
organization to develop an ongoing relationship with valued customers; the organization
captures and uses information about is customers to its advantage in developing the
relationship
Public Relations - Answer -Communications directed towards gaining public
understanding and acceptance
Experiential Marketing - Answer -Form of marketing that creates an emotional
connection with the consumer in personally relevant and memorable ways
Event marketing - Answer -planning, organizing, and marketing an event for a company
or a brand
Sponsorship - Answer -Financially supporting an event in return for specified marketing
privileges
Personal Selling - Answer -Face-to-Face communication where the objective is to
make a sale
Database Management Systems - Answer -A system that collects information about
customers for analysis by managers to facilitate sound business decisions
Consumer behaviour - Answer -The acts that individuals perform in obtaining and using
products, services, and activities, including the decision-making processes that precede
and determine these acts
Needs - Answer -Perceptions of the absence of something useful
Motives - Answer -Condition that prompts action to satisfy a need
Maslow's Hierarchy of Needs - Answer -
Personality - Answer -A person's distinguishing psychological characteristics that lead
to relatively consistent and enduring responses to the environment in which that person
lives
Real self - Answer -Objective evaluation of one's self
Self-image - Answer -How you see yourself
