Integrated Marketing Communications correct answers Coordination of promotion and other marketing efforts for maximum informational and persuasive impact
Fosters long-term relationships and efficient use of promotional resources
Coordinating multiple marketing tools to produce this synergistic ef...
Marketing 350 Exam 4 || Already Graded A+.
Integrated Marketing Communications correct answers Coordination of promotion and other
marketing efforts for maximum informational and persuasive impact
Fosters long-term relationships and efficient use of promotional resources
Coordinating multiple marketing tools to produce this synergistic effect requires a marketer to
employ a broad perspective
Consistent message to customers
Coordinate/manage promotional efforts
Synchronization of promotional elements
Use more precisely targeted promotional tools
Use of database marketing
Protect consumer privacy
Communications: correct answers A sharing of meaning through the transmission of information
Source: correct answers A person, group, or organization with a meaning it tries to share with a
receiver or an audience
Receiver: correct answers The individual, group, or organization that decodes a coded message
Coding Process (Encoding): correct answers Converting meaning into a series of signs or
symbols
Communication Channel: correct answers The medium of transmission that carries coded
message from the source to the receiver.
Decoding Process: correct answers Converting signs or symbols into concepts and ideas
Noise: correct answers Anything that reduces the communications clarity
Feedback: correct answers The receiver's response to a decoded message
Channel Capacity: correct answers The limit on the volume of information a communication
channel can handle effectively (number of words or time in commercial)
Sales Promotion: correct answers Activity or material that acts as direct inducement, offering
added value or incentive for product to resellers, salespeople, or consumers
, Comparative advertising: correct answers compares the sponsored brand with one or more
identified brands on the basis of one or more product characteristics.
Reminder advertising correct answers used to remind consumers about an established brand's
uses, characteristics and benefits
Reinforcement advertising: correct answers Assures users they chose the right brand and tells
them how to get the most satisfaction from it
The target audience: correct answers (Step 1)
is the group of people at whom advertisements are aimed
This may include everyone in the firm's target market or only a portion of the target market
Identifying and analyzing the target audience are critical processes as the information yielded
helps determine other steps in developing the campaign
The more an advertiser knows about the target audience, the more likely the firm is to develop an
effective advertising campaign
Advertising platforms correct answers (Step 3)
are basic issues or selling points to be included in an advertising campaign
The platform should consist of issues important to customers
A single advertisement in an advertising campaign may contain one or several issues from the
platform
Because the platform is a base on which to build the advertising message, marketers should
analyze this stage carefully.
The advertising appropriation: correct answers (Step 4)
is the advertising budget for a specific time period
Many factors affect a firm's decision about how much to appropriate for advertising
Geographic size of the market
Distribution of buyers within the market
The type of product
The firm's sales volume relative to competitors' sales volumes
Business products have small appropriations relative to sales, while consumer convenience items
have large appropriations relative to sales.
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