MARK MCMANUS 3000/3001 TEST 3 LATEST 2025 WITH
CORRECT QUESTIONS AND DETAILED
ANSWERS/ALREADY GRADED A+
Integrated Marketing Communications - CORRECT ANSWER-integration of
Customer, results, and the communication channel
How Consumers Perceive Communication - CORRECT ANSWER--Receivers
decode messages differently
- senders adjust messages according to the medium and receivers traits
Objective of Promotions: The AIDA Model - CORRECT ANSWER-Awareness
(think)
Interest, Desire (feel)
Action (do)
the Lagged effect - CORRECT ANSWER-a delayed response to a marketing
campaign
,- there isn't always an immediate impact, sometimes multiple exposures are
necessary, and marketers frequently dont know which exposure led to a purchase
Channels Used in an Integrated Marketing Communications (IMC) Strategy -
CORRECT ANSWER-Interactive, Online, Passive, Offline
Advertising - CORRECT ANSWER-- the most visible element of IMC
- effectively creates interest and brings awareness
Public Relations - CORRECT ANSWER--"free" media attention
-importance of PR has grown as cost of other media has increased
-consumers becoming more skeptical about marketing, PR becoming more
important
sales promotion - CORRECT ANSWER-Short-term incentives to encourage the
purchase or sale of a product or service
- can be aimed at end consumers or channel members
- used in conjunction with other forms of IMC
- used for both long and short term objectives
personal selling - CORRECT ANSWER--some products require the help of a
salesperson
, -more expensive than other forms of promotion
-salespeople can add significant value, which makes the expense worth it
direct marketing - CORRECT ANSWER-Email, mobile marketing, etc
- Communicating directly with target customer to generate a response of
purchase
- Growing element of IMC
- Ability to carefully target consumers
- Improvements in the database have contributed to the rapid growth
Online marketing - CORRECT ANSWER-Marketing via the Internet using
company Web sites, online ads and promotions, e-mail, online video, and blogs.
Planning and Measuring IMC Success - CORRECT ANSWER--understand the
outcome they hope to achieve before they begin
-short-term or long-term
-should be explicitly defined and measured
Setting and Allocating the IMC Budget - CORRECT ANSWER-Objective-and-task
method
Rule-of-thumb methods
CORRECT QUESTIONS AND DETAILED
ANSWERS/ALREADY GRADED A+
Integrated Marketing Communications - CORRECT ANSWER-integration of
Customer, results, and the communication channel
How Consumers Perceive Communication - CORRECT ANSWER--Receivers
decode messages differently
- senders adjust messages according to the medium and receivers traits
Objective of Promotions: The AIDA Model - CORRECT ANSWER-Awareness
(think)
Interest, Desire (feel)
Action (do)
the Lagged effect - CORRECT ANSWER-a delayed response to a marketing
campaign
,- there isn't always an immediate impact, sometimes multiple exposures are
necessary, and marketers frequently dont know which exposure led to a purchase
Channels Used in an Integrated Marketing Communications (IMC) Strategy -
CORRECT ANSWER-Interactive, Online, Passive, Offline
Advertising - CORRECT ANSWER-- the most visible element of IMC
- effectively creates interest and brings awareness
Public Relations - CORRECT ANSWER--"free" media attention
-importance of PR has grown as cost of other media has increased
-consumers becoming more skeptical about marketing, PR becoming more
important
sales promotion - CORRECT ANSWER-Short-term incentives to encourage the
purchase or sale of a product or service
- can be aimed at end consumers or channel members
- used in conjunction with other forms of IMC
- used for both long and short term objectives
personal selling - CORRECT ANSWER--some products require the help of a
salesperson
, -more expensive than other forms of promotion
-salespeople can add significant value, which makes the expense worth it
direct marketing - CORRECT ANSWER-Email, mobile marketing, etc
- Communicating directly with target customer to generate a response of
purchase
- Growing element of IMC
- Ability to carefully target consumers
- Improvements in the database have contributed to the rapid growth
Online marketing - CORRECT ANSWER-Marketing via the Internet using
company Web sites, online ads and promotions, e-mail, online video, and blogs.
Planning and Measuring IMC Success - CORRECT ANSWER--understand the
outcome they hope to achieve before they begin
-short-term or long-term
-should be explicitly defined and measured
Setting and Allocating the IMC Budget - CORRECT ANSWER-Objective-and-task
method
Rule-of-thumb methods
