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UGA MARK 3000 - Grantham Exam 3
Questions With Revised Answers
Integrated Marketing Communications (IMC) - answer✔✔represents the promotion dimension
of the 4 Ps; encompasses a variety of communication disciplines- general advertising, personal
selling, sales promotion, public relations, direct marketing, and electronic media- in combination
to provide clarity, consistency, and maximum communicative impact
sender - answer✔✔the firm from which an IMC message originates; the sender must be clearly
identified to the intended audience
AIDA Model - answer✔✔A common model of the series of mental stages through which
consumers move as a result of marketing communications: Awareness leads to Interests, which
lead to Desire, which leads to Action.
brand awareness - answer✔✔Measures how many consumers in a market are familiar with the
brand and what it stands for; created through repeated exposures of the various brand elements
(brand name, logo, symbol, character, packaging, or slogan) in the firm's communications to
consumers.
aided recall - answer✔✔An awareness metric that occurs when consumers recognize a name
(e.g., of a brand) that has been presented to them.
top of mind awareness - answer✔✔a prominent place in people's memories that triggers a
response without them having to put any thought into it
lagged effect - answer✔✔a delayed response to a marketing communication campaign
advertising - answer✔✔a paid form of communication delivered through media from an
identifiable source about an organization, product, service, or idea designed to persuade the
receiver to take some action now or in the future
public relations - answer✔✔the organizational function that manages the firm's 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
, ©THEBRIGHTSTARS 2024
sales promotions - answer✔✔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 - answer✔✔The two-way flow of communication between a buyer and a seller
that is designed to influence the buyer's purchase decision.
direct marketing - answer✔✔sales and promotional techniques that communicate directly with
target customers to generate a response or transaction
mobile marketing - answer✔✔marketing through wireless handheld devices, such as cellular
telephones
blog (weblog) - answer✔✔An online diary with periodic posts that allows people to share their
thoughts, opinions, and feelings with the entire world
social media - answer✔✔the online and mobile technologies that distribute content to facilitate
interpersonal interactions, with the assistance of various firms that offer platforms, services, and
tools to help consumers and firms build their connections
objective and task method - answer✔✔an IMC budgeting method that determines the cost
required to undertake specific tasks to accomplish communication objectives; process entails
setting objectives, choosing media, and determining costs
rule of thumb methods - answer✔✔budgeting methods that base the IMC budget on either the
firm's share of the market in relation to competition, a fixed percentage of forecasted sales, or
what is left after other operating costs and forecasted sales have been budgeted
frequency - answer✔✔measure of how often the audience is exposed to a communication within
a specified period of time
reach - answer✔✔Measure of consumers' exposure to marketing communications; the
percentage of the target population exposed to a specific marketing communication, such as an
advertisement, at least once.
gross rating points (GRP) - answer✔✔measure used for various media advertising - print, radio,
or television; GRP = reach x frequency
web tracking software - answer✔✔Software used to assess how much time viewers spend on
particular web pages and the number of pages they view.
social shopping - answer✔✔using the internet to communicate about product preferences with
other shoppers
UGA MARK 3000 - Grantham Exam 3
Questions With Revised Answers
Integrated Marketing Communications (IMC) - answer✔✔represents the promotion dimension
of the 4 Ps; encompasses a variety of communication disciplines- general advertising, personal
selling, sales promotion, public relations, direct marketing, and electronic media- in combination
to provide clarity, consistency, and maximum communicative impact
sender - answer✔✔the firm from which an IMC message originates; the sender must be clearly
identified to the intended audience
AIDA Model - answer✔✔A common model of the series of mental stages through which
consumers move as a result of marketing communications: Awareness leads to Interests, which
lead to Desire, which leads to Action.
brand awareness - answer✔✔Measures how many consumers in a market are familiar with the
brand and what it stands for; created through repeated exposures of the various brand elements
(brand name, logo, symbol, character, packaging, or slogan) in the firm's communications to
consumers.
aided recall - answer✔✔An awareness metric that occurs when consumers recognize a name
(e.g., of a brand) that has been presented to them.
top of mind awareness - answer✔✔a prominent place in people's memories that triggers a
response without them having to put any thought into it
lagged effect - answer✔✔a delayed response to a marketing communication campaign
advertising - answer✔✔a paid form of communication delivered through media from an
identifiable source about an organization, product, service, or idea designed to persuade the
receiver to take some action now or in the future
public relations - answer✔✔the organizational function that manages the firm's 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
, ©THEBRIGHTSTARS 2024
sales promotions - answer✔✔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 - answer✔✔The two-way flow of communication between a buyer and a seller
that is designed to influence the buyer's purchase decision.
direct marketing - answer✔✔sales and promotional techniques that communicate directly with
target customers to generate a response or transaction
mobile marketing - answer✔✔marketing through wireless handheld devices, such as cellular
telephones
blog (weblog) - answer✔✔An online diary with periodic posts that allows people to share their
thoughts, opinions, and feelings with the entire world
social media - answer✔✔the online and mobile technologies that distribute content to facilitate
interpersonal interactions, with the assistance of various firms that offer platforms, services, and
tools to help consumers and firms build their connections
objective and task method - answer✔✔an IMC budgeting method that determines the cost
required to undertake specific tasks to accomplish communication objectives; process entails
setting objectives, choosing media, and determining costs
rule of thumb methods - answer✔✔budgeting methods that base the IMC budget on either the
firm's share of the market in relation to competition, a fixed percentage of forecasted sales, or
what is left after other operating costs and forecasted sales have been budgeted
frequency - answer✔✔measure of how often the audience is exposed to a communication within
a specified period of time
reach - answer✔✔Measure of consumers' exposure to marketing communications; the
percentage of the target population exposed to a specific marketing communication, such as an
advertisement, at least once.
gross rating points (GRP) - answer✔✔measure used for various media advertising - print, radio,
or television; GRP = reach x frequency
web tracking software - answer✔✔Software used to assess how much time viewers spend on
particular web pages and the number of pages they view.
social shopping - answer✔✔using the internet to communicate about product preferences with
other shoppers
