UCF MAR 3023 Exam 5 Review (Ch 18, 19, 20, 3) |
88 Q’s and A’s
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-What is *Integrated Marketing Communications (IMC)*? - -Represents the promotion
dimension of the four 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.
-What is *Objective-and-Task Method*? - -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.
-What is *Frequency*? - -Measure of how often the audience is exposed to a
communication within a specified period of time.
-What is *Reach*? - -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.
-What is *Relevance*? - -Describes how useful an ad message is to the consumer doing the
search.
-What is *Sentiment Analysis*? - -Sentiment analysis allows marketers to analyze
comments posted by consumers on sites such as Facebook and Twitter, to assess the
favorableness or unfavorableness about a company and its products.
-What is an *Advertising Schedule*? - -The specification of the timing and duration of
advertising.
-What is a *Continuous Schedule*? - -Runs steadily throughout the year and therefore is
suited to products and services that are consumed continually at relatively steady rates and
that require a steady level of persuasive or reminder advertising.
-What is a *Flighting Schedule*? - -An advertising schedule implemented in spurts, with
periods of heavy advertising followed by periods of no advertising.
-What is a *Pulsing Schedule*? - -Combines the continuous and flighting schedules by
maintaining a base level of advertising but increasing advertising intensity during certain
periods.
, -What are *Gross Rating Points (GRP)*? - -Measure used for various media advertising—
print, radio, or television; GRP = Reach × Frequency.
-What is *Rule-of-Thumb Method*? - -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.
-What are the steps of the *Communication Process*? - -Sender, Transmitter Encodes
Message, Communications Channel, Receiver Decodes Message, Noise, Feedback Loop
-What is the *Sender*? - -The firm from which an IMC message originates; the sender must
be clearly identified to the intended audience.
-What is the *Transmitter*? - -An agent or intermediary with which the sender works to
develop the marketing communications; for example, a firm's creative department or an
advertising agency.
-What is *Encoding*? - -The process of converting the sender's ideas into a message,
which could be verbal, visual, or both.
-What is the *Communication Channel*? - -The medium—print, broadcast, the Internet—
that carries the message.
-What is the *Receiver*? - -The person who reads, hears, or sees and processes the
information contained in the message or advertisement.
-What is *Decoding*? - -The process by which the receiver interprets the sender's
message.
-What is *Noise*? - -Any interference that stems from competing messages, a lack of
clarity in the message, or a flaw in the medium; a problem for all communication channels.
-What is the *Feedback Loop*? - -Allows the receiver to communicate with the sender and
thereby informs the sender whether the message was received and decoded properly.
-How do Consumers perceive Communication? - -Receivers Decode Messages Differently,
Senders Adjust Messages According to the Medium and Receivers' Traits
-What is the *AIDA Model*? - -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.
-What is *Brand Awareness*? - -Measures how many consumers in a market are familiar
with the brand and what it stands for; created through repeated exposures of the various
88 Q’s and A’s
If you found this helpful, *Venmo* me @*ASerros* to show your appreciation! Good luck! -
-
-What is *Integrated Marketing Communications (IMC)*? - -Represents the promotion
dimension of the four 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.
-What is *Objective-and-Task Method*? - -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.
-What is *Frequency*? - -Measure of how often the audience is exposed to a
communication within a specified period of time.
-What is *Reach*? - -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.
-What is *Relevance*? - -Describes how useful an ad message is to the consumer doing the
search.
-What is *Sentiment Analysis*? - -Sentiment analysis allows marketers to analyze
comments posted by consumers on sites such as Facebook and Twitter, to assess the
favorableness or unfavorableness about a company and its products.
-What is an *Advertising Schedule*? - -The specification of the timing and duration of
advertising.
-What is a *Continuous Schedule*? - -Runs steadily throughout the year and therefore is
suited to products and services that are consumed continually at relatively steady rates and
that require a steady level of persuasive or reminder advertising.
-What is a *Flighting Schedule*? - -An advertising schedule implemented in spurts, with
periods of heavy advertising followed by periods of no advertising.
-What is a *Pulsing Schedule*? - -Combines the continuous and flighting schedules by
maintaining a base level of advertising but increasing advertising intensity during certain
periods.
, -What are *Gross Rating Points (GRP)*? - -Measure used for various media advertising—
print, radio, or television; GRP = Reach × Frequency.
-What is *Rule-of-Thumb Method*? - -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.
-What are the steps of the *Communication Process*? - -Sender, Transmitter Encodes
Message, Communications Channel, Receiver Decodes Message, Noise, Feedback Loop
-What is the *Sender*? - -The firm from which an IMC message originates; the sender must
be clearly identified to the intended audience.
-What is the *Transmitter*? - -An agent or intermediary with which the sender works to
develop the marketing communications; for example, a firm's creative department or an
advertising agency.
-What is *Encoding*? - -The process of converting the sender's ideas into a message,
which could be verbal, visual, or both.
-What is the *Communication Channel*? - -The medium—print, broadcast, the Internet—
that carries the message.
-What is the *Receiver*? - -The person who reads, hears, or sees and processes the
information contained in the message or advertisement.
-What is *Decoding*? - -The process by which the receiver interprets the sender's
message.
-What is *Noise*? - -Any interference that stems from competing messages, a lack of
clarity in the message, or a flaw in the medium; a problem for all communication channels.
-What is the *Feedback Loop*? - -Allows the receiver to communicate with the sender and
thereby informs the sender whether the message was received and decoded properly.
-How do Consumers perceive Communication? - -Receivers Decode Messages Differently,
Senders Adjust Messages According to the Medium and Receivers' Traits
-What is the *AIDA Model*? - -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.
-What is *Brand Awareness*? - -Measures how many consumers in a market are familiar
with the brand and what it stands for; created through repeated exposures of the various
