IMC 104 Final Exam Questions and Answers |Complete Solutions Graded A+ |100% Correct
Publicity The generation of news about a person, product, or service that appears in
broadcast, digital, or print media
An outcome of: Press Release ,Interviews, Community, Involvement, Internet/Social Media
Press Release Information provided through the media
- Information must be factual, true, and of interest to the news media & audience
- Must be newsworthy and shareable
- Can be written or broadcasted
Internet/Social Media: One mistake can generate negative publicity
Advantages of Publicity - Perceived as credible with news value
- Creates word of mouth communications
Disadvantages of Publicity - Lack of control of reactions
- Positive publicity might be short-term
Corporate Advertising Designed to promote overall firm - NOT any one product or service
- Creating positive image for the firm
,- Establish Identity
- Boosts employee morale and smoothing employee relations
Image Advertising Promoting company's overall image: Creating a position for the company
internally and externally
Creating an image of the brand
Designed to create image of brand in mind of consumer
Can assist in re-positioning a company
Advocacy Advertising Spreading ideas and explaining controversial social issues of public
importance.
Spreading ideas and explaining controversial issues
Consumer Behavior Process & activities people engage in with relation to products &
services to satisfy their needs and wants
Maslow's Hierarchy of Needs Lower-level physiological and safety needs must be satisfied
before higher-order needs become meaningful
Since many lower levels are usually met, companies often sell products by appealing to higher-
level needs
,Information Search Once consumers perceive a problem or need, they begin to search for
information needed to make a purchase decision
Advertising practitioners should know: - How consumers select and use sources of
information
- How information is interpreted and given meaning
Basic Model of Consumer Decision making Consumers compare the various brands or
products
Compare a few specific brands that they have identified as potential purchase options
These brands are known as the consumer's evoked set (consideration set)
Alternate Evauation Advertising aims to increase the chances of a brand being included in
the consumer's evoked set
Attitude formation Attitude: Individual's overall feelings toward or evaluation of object
Learned predispositions to respond to an object
Positive or negative feelings and behavioral tendencies
Attitude Change Change perceived performance of brand's attributes (i.e. quality)
Changing consumers' perceptions of the importance of the attribute (e.g., importance of price)
, Basic Model of Consumer Decision making Purchase Intention: Predisposition to buy a
certain brand by matching purchase motives with attributes of brand
Brand Loyalty: Preference for a particular brand that results in repeated purchases.
After using the product or service, the consumer compares the level of performance with
expectations
Classic Conditioning learning is an associative process with an existing relationship between
a stimulus and a response
Repetition is Key
Marketers strive to associate their products and services with positive perceptions, images, and
emotions
Marketing Process of creating, communicating, delivering and exchanging offerings that
have VALUE for consumers
Value Customer's perception of functional, experiential, and psychological BENEFITS of a
product or service against the COST of acquiring and consuming it. - Understand that Value is all
about perception
Creating Value What We Want: Develop & sustain relationships with consumer
What we are trying to gain: more than one time exchange Ultimate End Result: Building
powerful brand in consumer's mind
Four P's Price, Place, Product, Promotion
Publicity The generation of news about a person, product, or service that appears in
broadcast, digital, or print media
An outcome of: Press Release ,Interviews, Community, Involvement, Internet/Social Media
Press Release Information provided through the media
- Information must be factual, true, and of interest to the news media & audience
- Must be newsworthy and shareable
- Can be written or broadcasted
Internet/Social Media: One mistake can generate negative publicity
Advantages of Publicity - Perceived as credible with news value
- Creates word of mouth communications
Disadvantages of Publicity - Lack of control of reactions
- Positive publicity might be short-term
Corporate Advertising Designed to promote overall firm - NOT any one product or service
- Creating positive image for the firm
,- Establish Identity
- Boosts employee morale and smoothing employee relations
Image Advertising Promoting company's overall image: Creating a position for the company
internally and externally
Creating an image of the brand
Designed to create image of brand in mind of consumer
Can assist in re-positioning a company
Advocacy Advertising Spreading ideas and explaining controversial social issues of public
importance.
Spreading ideas and explaining controversial issues
Consumer Behavior Process & activities people engage in with relation to products &
services to satisfy their needs and wants
Maslow's Hierarchy of Needs Lower-level physiological and safety needs must be satisfied
before higher-order needs become meaningful
Since many lower levels are usually met, companies often sell products by appealing to higher-
level needs
,Information Search Once consumers perceive a problem or need, they begin to search for
information needed to make a purchase decision
Advertising practitioners should know: - How consumers select and use sources of
information
- How information is interpreted and given meaning
Basic Model of Consumer Decision making Consumers compare the various brands or
products
Compare a few specific brands that they have identified as potential purchase options
These brands are known as the consumer's evoked set (consideration set)
Alternate Evauation Advertising aims to increase the chances of a brand being included in
the consumer's evoked set
Attitude formation Attitude: Individual's overall feelings toward or evaluation of object
Learned predispositions to respond to an object
Positive or negative feelings and behavioral tendencies
Attitude Change Change perceived performance of brand's attributes (i.e. quality)
Changing consumers' perceptions of the importance of the attribute (e.g., importance of price)
, Basic Model of Consumer Decision making Purchase Intention: Predisposition to buy a
certain brand by matching purchase motives with attributes of brand
Brand Loyalty: Preference for a particular brand that results in repeated purchases.
After using the product or service, the consumer compares the level of performance with
expectations
Classic Conditioning learning is an associative process with an existing relationship between
a stimulus and a response
Repetition is Key
Marketers strive to associate their products and services with positive perceptions, images, and
emotions
Marketing Process of creating, communicating, delivering and exchanging offerings that
have VALUE for consumers
Value Customer's perception of functional, experiential, and psychological BENEFITS of a
product or service against the COST of acquiring and consuming it. - Understand that Value is all
about perception
Creating Value What We Want: Develop & sustain relationships with consumer
What we are trying to gain: more than one time exchange Ultimate End Result: Building
powerful brand in consumer's mind
Four P's Price, Place, Product, Promotion
