MKG420 Exam 1 With
Complete Solution
True or False: "Marketing is only advertising." Explain your answer by
referring to the AMA definition of marketing from class. - ANSWER False,
Marketing also has to do with communicating, delivering, and exchanging
offerings that have value to customers.
What are the three basic functions of promotion? Think of examples of
promotions that cover these functions. - ANSWER Inform:
Persuade:
Remind
Describe the promotional mix and list its elements - ANSWER Promotional
tools; digital media, advertising, direct marketing, sales promotion, PR,
Corporate advertising, personal selling.
· Think about the two pictures on approaches to promotion that you saw in
your class video. How does the traditional approach to promotion differ from
the IMC approach? Which approach shows a complete picture of the brand? -
ANSWER The traditional approach differs because it does not present a
complete and unified product like the IMC approach does. The IMC approach
presents information about a brand/product in a complete and unified way.
, Define IMC according to (1) Belch & Belch and (2) Clow and Baack - ANSWER
(1) Coordinate promotional mix into a comprehensive plan to project a
consistent, unified brand image
(2) The coordination and integration of all marketing communications tools,
avenues, and sources in a company into a seamless program designed to
maximize the impact on customers and other stakeholders
· Why would a marketer adopt an IMC perspective for promotions? -
ANSWER A marketer would adopt an IMC perspective to understand what is
going to be the most pleasing to the consumer
What is CBBE? Why are promotions and IMC relevant to CBBE? - ANSWER
CBBE: Customer Based Brand Equity, Differential effect that
Brand knowledge has on consumer response to marketing of that brand.
If a brand has consistent promotions that are created with an IMC
perspective, then consumers are more likely to develop brand recognition
easier. This development of brand recognition will make consumers more
likely to choose your brand over another as displayed in the Beer example
from lecture 1.
What is the first step in the IMC planning process?o Why is this step
necessary in planning for IMC? - ANSWER Review the marketing plan, It is
important to know the marketing plan before making any other decisions
about communicating so you know what you will be communicating about.
Complete Solution
True or False: "Marketing is only advertising." Explain your answer by
referring to the AMA definition of marketing from class. - ANSWER False,
Marketing also has to do with communicating, delivering, and exchanging
offerings that have value to customers.
What are the three basic functions of promotion? Think of examples of
promotions that cover these functions. - ANSWER Inform:
Persuade:
Remind
Describe the promotional mix and list its elements - ANSWER Promotional
tools; digital media, advertising, direct marketing, sales promotion, PR,
Corporate advertising, personal selling.
· Think about the two pictures on approaches to promotion that you saw in
your class video. How does the traditional approach to promotion differ from
the IMC approach? Which approach shows a complete picture of the brand? -
ANSWER The traditional approach differs because it does not present a
complete and unified product like the IMC approach does. The IMC approach
presents information about a brand/product in a complete and unified way.
, Define IMC according to (1) Belch & Belch and (2) Clow and Baack - ANSWER
(1) Coordinate promotional mix into a comprehensive plan to project a
consistent, unified brand image
(2) The coordination and integration of all marketing communications tools,
avenues, and sources in a company into a seamless program designed to
maximize the impact on customers and other stakeholders
· Why would a marketer adopt an IMC perspective for promotions? -
ANSWER A marketer would adopt an IMC perspective to understand what is
going to be the most pleasing to the consumer
What is CBBE? Why are promotions and IMC relevant to CBBE? - ANSWER
CBBE: Customer Based Brand Equity, Differential effect that
Brand knowledge has on consumer response to marketing of that brand.
If a brand has consistent promotions that are created with an IMC
perspective, then consumers are more likely to develop brand recognition
easier. This development of brand recognition will make consumers more
likely to choose your brand over another as displayed in the Beer example
from lecture 1.
What is the first step in the IMC planning process?o Why is this step
necessary in planning for IMC? - ANSWER Review the marketing plan, It is
important to know the marketing plan before making any other decisions
about communicating so you know what you will be communicating about.
