Advertising and Promotion Test Exam 2024
Obstacles of implementing IMC:
-few providers have the skills required to execute
-mass media campaigns easier than direct- to-customer
-the real challenge is to make sure that tools are consistently executed
marketing communications
-the collect...
Integrated Marketing Communications (IMC) - answer the coordination of the promotional mix elements
with each other and with other elements of the brand's marketing mix such that all elements speak with
one voice
Key Features (5) of IMC: - answer 1.) Start with the customer or prospect
2.) Use any form of relevant contact or touch point
3.) Speak with a single voice
4.) Build relationships
5.) Affect behavior
Obstacles of implementing IMC: - answer -few providers have the skills required to execute
-mass media campaigns easier than direct- to-customer
-the real challenge is to make sure that tools are consistently executed
marketing communications - answer -the collection of all elements of a firm's marketing mix that
facilitate exchange by establishing shared meaning with the firm's customers
-B2B, B2C, non-profits
promotion management - answer coordination of promotional mix elements in setting objectives,
establishing budgets, designing programs, evaluating performance, and taking corrective action
The Tools of Marketing Communications (10) - answer 1.) Media Advertising
2.) Direct Response Advertising
, 3.) Place Advertising
4.) Store Signage and Point-of-Purchase Advertising
5.) Trade and Consumer-Oriented Promotions
6.) Event Marketing and Sponsorships
7.) Marketing-Oriented Public Relations and Publicity
8.) Personal Selling
9.) Social Media
10.) Online Marketing
brand - answer a name, term, sign, symbol, or design, or a combination of them intended to identify the
goods and services of one seller or group of sellers and to differentiate them from those of the
competition
brand equity - answer the goodwill (equity) that an established brand has built up over its existence
brand awareness - answer the extent to which consumers are familiar with the distinctive qualities or
image of a particular brand of goods or services
recall - answer -trying to access a memory of something by prompting with that concept
- ex.prompt using the actual advertisement
recognition - answer -when one prompts with a brand name while looking for feedback on the memory
of the advertise- meant
- ex. prompts with the unbranded advertisement while looking for feedback on the brand that is being
advertised
brand associations - answer anything which is deep seated in customer's mind about the brand
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