MKT 201 Final Exam Review
Questions and Answers
integrated marketing communications (IMC) ✅✅represents the promotion dimension of
the four Ps (product, price, place, promotion
feedback loop ✅✅allows receiver in IMC to communicate with the sender and thereby
informs the sender whether the message was received and decoded properly
AIDA model ✅✅suggests that awareness leads to interest, which leads to desire, which
leads to action
brand awareness ✅✅measures how many consumers in a market are familiar with the
brand and what it stands for
aided recall ✅✅when consumers indicate they know the brand when the name is presented
to them
,top of mind awareness ✅✅occurs when customers mention a specific brand name first
when asked about a product or service; response triggered without any thought put into it
lagged effect ✅✅advertising doesn't always have an immediate impact on the consumer,
multiple exposures are often necessary
advertising ✅✅placement of announcements and persuasive messages in time or space
purchased in any of the mass media by business firms, nonprofit organizations, government
agencies, and individuals who seek to inform and/or persuade members of a particular target
market or audience about their products, services, organizations, and ideas
public relations ✅✅organizational function that manages the firm's communications to
achieve a variety of objectives
sales promotions ✅✅special incentives or excitement-building programs that encourage
the purchase of a product or service
, personal sellign ✅✅two way flow of communication between a buyer and a seller that's
designed to influence the buyer's purchase decision
direct marketing ✅✅communicates directly with target customers to generate a response
or transaction
online marketing ✅✅done electronically through websites, blogs, and social media
competitive parity ✅✅the communication budget is set so that the firm's share of
communication expenses equals its share of the market
percentage of sales ✅✅the communication budget is a fixed percentage of forecasted sales
affordable budgeting ✅✅marketers forecast their sales and expenses, excluding
communication, during the budgeting period. the communication budget is the money
available after operating costs and profits have been budgeted
Questions and Answers
integrated marketing communications (IMC) ✅✅represents the promotion dimension of
the four Ps (product, price, place, promotion
feedback loop ✅✅allows receiver in IMC to communicate with the sender and thereby
informs the sender whether the message was received and decoded properly
AIDA model ✅✅suggests that awareness leads to interest, which leads to desire, which
leads to action
brand awareness ✅✅measures how many consumers in a market are familiar with the
brand and what it stands for
aided recall ✅✅when consumers indicate they know the brand when the name is presented
to them
,top of mind awareness ✅✅occurs when customers mention a specific brand name first
when asked about a product or service; response triggered without any thought put into it
lagged effect ✅✅advertising doesn't always have an immediate impact on the consumer,
multiple exposures are often necessary
advertising ✅✅placement of announcements and persuasive messages in time or space
purchased in any of the mass media by business firms, nonprofit organizations, government
agencies, and individuals who seek to inform and/or persuade members of a particular target
market or audience about their products, services, organizations, and ideas
public relations ✅✅organizational function that manages the firm's communications to
achieve a variety of objectives
sales promotions ✅✅special incentives or excitement-building programs that encourage
the purchase of a product or service
, personal sellign ✅✅two way flow of communication between a buyer and a seller that's
designed to influence the buyer's purchase decision
direct marketing ✅✅communicates directly with target customers to generate a response
or transaction
online marketing ✅✅done electronically through websites, blogs, and social media
competitive parity ✅✅the communication budget is set so that the firm's share of
communication expenses equals its share of the market
percentage of sales ✅✅the communication budget is a fixed percentage of forecasted sales
affordable budgeting ✅✅marketers forecast their sales and expenses, excluding
communication, during the budgeting period. the communication budget is the money
available after operating costs and profits have been budgeted
