MKTG 2150 - Chapter 12 Exam Questions and Answers Solved Correctly
What are the elements of the promotional mix? - Answers Sales promotion and advertising.
MCQ.
Each element in a(n) ______ has a distinct role as well as a distinct purpose. - Answers IMC campaign.
In an IMC program, each element has a distinct role as well as a purpose in the overall campaign.
For example, TV ads and Internet display advertising might be used to build awareness and to drive
consumers to a website, print advertising may be used to provide details on technical specifications,
social media interactions may be used to encourage engagement, sales promotional offers may be
needed to encourage product trial, email marketing approaches may be required to create a database of
the target market, and personal selling might be needed to complete a transaction.
MCQ.
What are the stages in the customer advocacy funnel? - Answers 1. Awareness.
2. Interest.
3. Engagement.
3. Trail.
4. Purchase.
5. Loyalty.
6. Advocacy.
MCQ.
A difference between communication agencies and marketers is that communication agencies ______.
• provide company information
, • provide expertise on communication approaches
• provide insights into product positioning, previous campaigns, the competition, and budgetary
constraints
• provide target market information - Answers Provide expertise on communication approaches.
Marketers turn to marketing communication experts to navigate this terrain. Communication agencies
provide expertise on communication approaches with access to insights on new opportunities,
consumer trends, and media research. They help guide strategy development, creative development,
and media planning and buying, as well as program evaluation. Marketers shape the backdrop by
providing company, product, and target market information, as well as insights into product positioning,
previous campaigns, the competition, and budgetary constraints. They explain the balance between
consumer and trade promotion, as well as how push and pull strategies are used. They are also involved
in program creation and evaluation.
MCQ.
In the ______ approach to marketing communications, all elements should work together in a
coordinated fashion. - Answers IMC.
Today, with the multitude of communication tools available, and consumers fragmented over a wide
array of touch points, marketers follow an integrated approach to marketing communications, making
sure all elements work together to reach specific target audiences. The steps in this process, require a
marketer to:
(1) specify the IMC objectives
(2) identify the target audience
(3) set the promotional budget
(4) design the promotional program
(5) schedule and run the IMC elements, and
(6) evaluate the program and recommend changes.
What are the elements of the promotional mix? - Answers Sales promotion and advertising.
MCQ.
Each element in a(n) ______ has a distinct role as well as a distinct purpose. - Answers IMC campaign.
In an IMC program, each element has a distinct role as well as a purpose in the overall campaign.
For example, TV ads and Internet display advertising might be used to build awareness and to drive
consumers to a website, print advertising may be used to provide details on technical specifications,
social media interactions may be used to encourage engagement, sales promotional offers may be
needed to encourage product trial, email marketing approaches may be required to create a database of
the target market, and personal selling might be needed to complete a transaction.
MCQ.
What are the stages in the customer advocacy funnel? - Answers 1. Awareness.
2. Interest.
3. Engagement.
3. Trail.
4. Purchase.
5. Loyalty.
6. Advocacy.
MCQ.
A difference between communication agencies and marketers is that communication agencies ______.
• provide company information
, • provide expertise on communication approaches
• provide insights into product positioning, previous campaigns, the competition, and budgetary
constraints
• provide target market information - Answers Provide expertise on communication approaches.
Marketers turn to marketing communication experts to navigate this terrain. Communication agencies
provide expertise on communication approaches with access to insights on new opportunities,
consumer trends, and media research. They help guide strategy development, creative development,
and media planning and buying, as well as program evaluation. Marketers shape the backdrop by
providing company, product, and target market information, as well as insights into product positioning,
previous campaigns, the competition, and budgetary constraints. They explain the balance between
consumer and trade promotion, as well as how push and pull strategies are used. They are also involved
in program creation and evaluation.
MCQ.
In the ______ approach to marketing communications, all elements should work together in a
coordinated fashion. - Answers IMC.
Today, with the multitude of communication tools available, and consumers fragmented over a wide
array of touch points, marketers follow an integrated approach to marketing communications, making
sure all elements work together to reach specific target audiences. The steps in this process, require a
marketer to:
(1) specify the IMC objectives
(2) identify the target audience
(3) set the promotional budget
(4) design the promotional program
(5) schedule and run the IMC elements, and
(6) evaluate the program and recommend changes.
