MK323 Final Exam Questions With
Correct Answers
Integrated Marketing Communication - ANSWER the concept of designing
marketing activities, advertising-personal selling-sales promotion-public
relations-online and social media, in combination to provide clarity, consistency,
and maximum communicative impact
The Communication Process - ANSWER Sender-->Transmitter encodes
message-->Communications channel-->receiver decodes message
AIDA Model - ANSWER Awareness, Interest, Desire, Action
Interactive Offline Elements of an IMC Strategy - ANSWER Personal Selling,
Sales Promotions, Direct Marketing
Passive Offline Elements of an IMC Strategy - ANSWER Advertising, Sales
Promotions, Public Relations, Direct Marketing
Interactive Online Elements of an IMC Strategy - ANSWER Direct Marketing,
Online Marketing
Passive Online Elements of an IMC Strategy - ANSWER Direct Marketing
Advertising - ANSWER the most visible element of IMC, extremely effective at
creating awareness and generating interest
Personal Selling - ANSWER involves a two-way flow of communication between a
buyer and seller designed to influence a person's or group's purchase decision,
some products require the help of a salesperson, more expensive than other
forms of promotion, salespeople can add significant value, which makes the
expense worth it
Sales Promotions - ANSWER price-related, displays, product in retail, trying to
push out through retailr
Public-Relations - ANSWER free media attention, importance of PR has grown as
cost of other media has increased, consumers becoming more skeptical about
marketing, PR becoming more important
, Direct Marketing - ANSWER growing element of IMC, includes e-mail and e-
commerce, good for niche markets, database mining
Online Marketing - ANSWER websites, blogs, social media, Web-based, google
advertising
Mobile Marketing - ANSWER depends on target market, who will see the
promotion, smaller screen
The 4E Framework for Social Media - ANSWER Excite, Educate, Experience,
Engage
Planning and Measuring IMC Success - ANSWER should be explicitly defined and
measured but be aware, you are estimating a forecast
Possible IMC Goals and Objectives - ANSWER increasing awareness, prompting
trial, increase repeat, increase sales, customer loyalty
Objective and Task Method - ANSWER setting objective and finding best options
Reach - ANSWER the percentage of the target population exposed to a specific
marketing communication at least once within a certain time period
Frequency - ANSWER # of times reached target consumers are exposed to an ad
within certain time
Wear-out Effect - ANSWER ad seen so many times that people go out their way
to avoid it
External Overlap - ANSWER accounts for similar reads between two different
media outlets
Internal Overlap - ANSWER accounts for those consumers who read more than
one issue of the same media
Point of Purchase - ANSWER in store displays, shelf "call out" card, live in-store
sampling
Noise - ANSWER any interference that stems from competing messages , a lack
of clarity in the message, or a flaw in the medium
The Sender - ANSWER Message originate from sender, who must be clearly
identified to the intended audience
The Transmitter - ANSWER receives information and transforms it for use
Correct Answers
Integrated Marketing Communication - ANSWER the concept of designing
marketing activities, advertising-personal selling-sales promotion-public
relations-online and social media, in combination to provide clarity, consistency,
and maximum communicative impact
The Communication Process - ANSWER Sender-->Transmitter encodes
message-->Communications channel-->receiver decodes message
AIDA Model - ANSWER Awareness, Interest, Desire, Action
Interactive Offline Elements of an IMC Strategy - ANSWER Personal Selling,
Sales Promotions, Direct Marketing
Passive Offline Elements of an IMC Strategy - ANSWER Advertising, Sales
Promotions, Public Relations, Direct Marketing
Interactive Online Elements of an IMC Strategy - ANSWER Direct Marketing,
Online Marketing
Passive Online Elements of an IMC Strategy - ANSWER Direct Marketing
Advertising - ANSWER the most visible element of IMC, extremely effective at
creating awareness and generating interest
Personal Selling - ANSWER involves a two-way flow of communication between a
buyer and seller designed to influence a person's or group's purchase decision,
some products require the help of a salesperson, more expensive than other
forms of promotion, salespeople can add significant value, which makes the
expense worth it
Sales Promotions - ANSWER price-related, displays, product in retail, trying to
push out through retailr
Public-Relations - ANSWER free media attention, importance of PR has grown as
cost of other media has increased, consumers becoming more skeptical about
marketing, PR becoming more important
, Direct Marketing - ANSWER growing element of IMC, includes e-mail and e-
commerce, good for niche markets, database mining
Online Marketing - ANSWER websites, blogs, social media, Web-based, google
advertising
Mobile Marketing - ANSWER depends on target market, who will see the
promotion, smaller screen
The 4E Framework for Social Media - ANSWER Excite, Educate, Experience,
Engage
Planning and Measuring IMC Success - ANSWER should be explicitly defined and
measured but be aware, you are estimating a forecast
Possible IMC Goals and Objectives - ANSWER increasing awareness, prompting
trial, increase repeat, increase sales, customer loyalty
Objective and Task Method - ANSWER setting objective and finding best options
Reach - ANSWER the percentage of the target population exposed to a specific
marketing communication at least once within a certain time period
Frequency - ANSWER # of times reached target consumers are exposed to an ad
within certain time
Wear-out Effect - ANSWER ad seen so many times that people go out their way
to avoid it
External Overlap - ANSWER accounts for similar reads between two different
media outlets
Internal Overlap - ANSWER accounts for those consumers who read more than
one issue of the same media
Point of Purchase - ANSWER in store displays, shelf "call out" card, live in-store
sampling
Noise - ANSWER any interference that stems from competing messages , a lack
of clarity in the message, or a flaw in the medium
The Sender - ANSWER Message originate from sender, who must be clearly
identified to the intended audience
The Transmitter - ANSWER receives information and transforms it for use
