UCF MAR 3023 Exam 5 Review (Ch 18, 19, 20, 3) Questions With Correct Solutions, Already Passed!!

What is *Integrated Marketing Communications (IMC)*? - Answer-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*? - Answer-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*? - Answer-Measure of how often the audience is exposed to a communication within a specified period of time. What is *Reach*? - Answer-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*? - Answer-Describes how useful an ad message is to the consumer doing the search. What is *Sentiment Analysis*? - Answer-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*? - Answer-The specification of the timing and duration of advertising. What is a *Continuous Schedule*? - Answer-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*? - Answer-An advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising