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UGA MARK 3000 - Grantham Exam 3 Questions With Revised Answers $10.49
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UGA MARK 3000 - Grantham Exam 3 Questions With Revised Answers
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UGA MARK 3000 - Grantham Exam 3 Questions With Revised Answers Integrated Marketing Communications (IMC) - answerrepresents the promotion dimension of the 4 Ps; encompasses a variety of communication disciplines- general advertising, personal selling, sales promotion, public relations, direct m...

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  • September 8, 2024
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  • 2024/2025
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  • uga mark 3000 grantham exam 3 questions with rev

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©THEBRIGHTSTARS 2024



UGA MARK 3000 - Grantham Exam 3
Questions With Revised Answers

Integrated Marketing Communications (IMC) - answer✔✔represents the promotion dimension
of the 4 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

sender - answer✔✔the firm from which an IMC message originates; the sender must be clearly
identified to the intended audience

AIDA Model - answer✔✔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.

brand awareness - answer✔✔Measures how many consumers in a market are familiar with the
brand and what it stands for; created through repeated exposures of the various brand elements
(brand name, logo, symbol, character, packaging, or slogan) in the firm's communications to
consumers.

aided recall - answer✔✔An awareness metric that occurs when consumers recognize a name
(e.g., of a brand) that has been presented to them.

top of mind awareness - answer✔✔a prominent place in people's memories that triggers a
response without them having to put any thought into it

lagged effect - answer✔✔a delayed response to a marketing communication campaign

advertising - answer✔✔a paid form of communication delivered through media from an
identifiable source about an organization, product, service, or idea designed to persuade the
receiver to take some action now or in the future

public relations - answer✔✔the organizational function that manages the firm's communications
to achieve a variety of objectives, including building and maintaining a positive image, handling
or heading off unfavorable stories or events, and maintaining positive relationships with the
media

, ©THEBRIGHTSTARS 2024


sales promotions - answer✔✔Special incentives or excitement-building programs that encourage
the purchase of a product or service, such as coupons, rebates, contests, free samples, and point-
of-purchase displays.

personal selling - answer✔✔The two-way flow of communication between a buyer and a seller
that is designed to influence the buyer's purchase decision.

direct marketing - answer✔✔sales and promotional techniques that communicate directly with
target customers to generate a response or transaction

mobile marketing - answer✔✔marketing through wireless handheld devices, such as cellular
telephones

blog (weblog) - answer✔✔An online diary with periodic posts that allows people to share their
thoughts, opinions, and feelings with the entire world

social media - answer✔✔the online and mobile technologies that distribute content to facilitate
interpersonal interactions, with the assistance of various firms that offer platforms, services, and
tools to help consumers and firms build their connections

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

rule of thumb methods - answer✔✔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

frequency - answer✔✔measure of how often the audience is exposed to a communication within
a specified period of time

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.

gross rating points (GRP) - answer✔✔measure used for various media advertising - print, radio,
or television; GRP = reach x frequency

web tracking software - answer✔✔Software used to assess how much time viewers spend on
particular web pages and the number of pages they view.

social shopping - answer✔✔using the internet to communicate about product preferences with
other shoppers

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