IMC 104 Final Exam Questions and Answers |Complete Solutions Graded A+ |100% Correct
Direct Marketing (def/objectives/programs) system of marketing by which organizations
communicate directly with customers to create a response or transaction/ usually behavioral
(test drives, votes)/ direct mail, telemarketing, etc
Sales Promotion (def/objectives/programs) direct inducement that offers extra valuable
incentive for the product to the sales force/ to cause immediate sale/ encourage customers to
try out a new product
6 Principles of Persuasions reciprocity, scarcity, authority, consensus, liking, consistency
Left Digit Effect (bias) 14.99 seems like less than 15
Consequences of Sales Promotion Abuse loss of a brand's perceived value/ sales promotion
trap
Public Relations strategic communication process that builds mutually beneficial
relationships between organizations and their publics
Roles of PR anticipating and analyzing public opinion and current issues/ counseling and
management at all levels/ protecting reputation/ planning and implementing the organization's
efforts to change public policy
Functions of PR corporate, crisis , executive, internal, investor relations, imc, and media
relations communications/ reputation management
Edelman Trust ability, dependability, integrity, purpose, self & relevancy
Publicity the generation of news about a person, product, or service that appears in media
, Marketing PR raising awareness, informing and educating, gaining understanding building
trust, giving consumers a reason to buy, and motivating consumer acceptance
Publicity Advantages word of mouth from loyal consumers/ news value/ credibility/ media
endorsement
Publicity Limitations not always accepted by media/ has to be timely and interesting/
inability to control time of release
Corporate Advertising Objectives designed to promote the firm overall/ positive image,
diversify companies, identity, boost employee morale
Consumer Behavior process and activities people engage in when searching for, purchasing,
and using products
Consumer Decision Making Process can result from a long process but sometimes its more
incidental
Problem Recognition occurs when a consumer receives a need and becomes motivated to
solve the problem. caused by a difference between the consumer's ideal state and actual state
Maslow's Hierarchy of Needs Ideal State- what the consumers wants the situation to be like/
Actual State- reality of situation/ Physiological Needs- basic level of necessities/ Safety Needs-
need for security and protection/ Social Needs- need for relationships/ Esteem Needs- need for
respect and accomplishment/ Self Actualization Needs- need for self fulfillment
Internal vs External Search use memory to recall past experiences and knowledge VS seeking
additional info by using external sources
Direct Marketing (def/objectives/programs) system of marketing by which organizations
communicate directly with customers to create a response or transaction/ usually behavioral
(test drives, votes)/ direct mail, telemarketing, etc
Sales Promotion (def/objectives/programs) direct inducement that offers extra valuable
incentive for the product to the sales force/ to cause immediate sale/ encourage customers to
try out a new product
6 Principles of Persuasions reciprocity, scarcity, authority, consensus, liking, consistency
Left Digit Effect (bias) 14.99 seems like less than 15
Consequences of Sales Promotion Abuse loss of a brand's perceived value/ sales promotion
trap
Public Relations strategic communication process that builds mutually beneficial
relationships between organizations and their publics
Roles of PR anticipating and analyzing public opinion and current issues/ counseling and
management at all levels/ protecting reputation/ planning and implementing the organization's
efforts to change public policy
Functions of PR corporate, crisis , executive, internal, investor relations, imc, and media
relations communications/ reputation management
Edelman Trust ability, dependability, integrity, purpose, self & relevancy
Publicity the generation of news about a person, product, or service that appears in media
, Marketing PR raising awareness, informing and educating, gaining understanding building
trust, giving consumers a reason to buy, and motivating consumer acceptance
Publicity Advantages word of mouth from loyal consumers/ news value/ credibility/ media
endorsement
Publicity Limitations not always accepted by media/ has to be timely and interesting/
inability to control time of release
Corporate Advertising Objectives designed to promote the firm overall/ positive image,
diversify companies, identity, boost employee morale
Consumer Behavior process and activities people engage in when searching for, purchasing,
and using products
Consumer Decision Making Process can result from a long process but sometimes its more
incidental
Problem Recognition occurs when a consumer receives a need and becomes motivated to
solve the problem. caused by a difference between the consumer's ideal state and actual state
Maslow's Hierarchy of Needs Ideal State- what the consumers wants the situation to be like/
Actual State- reality of situation/ Physiological Needs- basic level of necessities/ Safety Needs-
need for security and protection/ Social Needs- need for relationships/ Esteem Needs- need for
respect and accomplishment/ Self Actualization Needs- need for self fulfillment
Internal vs External Search use memory to recall past experiences and knowledge VS seeking
additional info by using external sources
