MAR 3023 Final Exam Questions & Answers 2024/2025
Integrated marketing communications(IMC) - ANSWERSadvertising, personal selling, sales promotion, public relations, direct marketing, and online marketing
The communication process - ANSWERSSender, Transmitter, Encoding, Communication Channe...
Integrated marketing communications(IMC) - ANSWERSadvertising, personal selling, sales promotion,
public relations, direct marketing, and online marketing
The communication process - ANSWERSSender, Transmitter, Encoding, Communication Channel,
Receiver, Noise, Feedback Loop
sender - ANSWERSwhere the message originates, must clearly identified to the intended audience
transmitter - ANSWERSa marketing department or external agency that receives the information and
transforms it
encoding - ANSWERSconverting the sender's ideas into a message, which could be verbal, visual, or both.
communication channel - ANSWERSthe medium-print, broadcast, internet- that carries the messgae
Receiver - ANSWERSthe person who reads, hears, or sees and processes the information contained in the
message and/or advertiesment
Decoding - ANSWERSthe process by which the receiver interprets the sender's message
Noise - ANSWERSany interference that stems from competing messages, a lack of clarity in the message,
or a flaw in the medium
Feedback loop - ANSWERSallows the receiver to communicate with the sender and thereby informs the
sender whether the message was received and decoded properly
, AIDA model - ANSWERSAwareness-> Interest-> Desire-> Action
Brand Awareness - ANSWERSpotential customer's ability to recognize or recall that the brand name is a
particular type of retailer or product/service
Aided recall - ANSWERSwhen consumers indicate they know the brand
Top-of-Mind awareness - ANSWERSthe highest level of awareness, occurs when consumers mention a
specific brand name first when they are asked about a product or service
Lagged effect - ANSWERSa delayed response to a marketing communication campaign
Advertising - ANSWERSentails the placement of announcements and persuasive message in time or
space purchased in any of the mass media by business firms, nonprofit organizations, government
agencies, and individuals who seeks to inform and or persuade members of a particular target market or
audience about their products, services, organizations, or ideas
Public Relations - ANSWERSthe organizational function that manages the firm's communications to
achieve a variety of objectives, including building and maintaining a positive image, handling or head off
unfavorable stories or events, and intimating positive relations with the media
sales promotions - ANSWERSspecial 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 - ANSWERSthe two-way flow of communication between a buyer and a seller that is
designed to influence the buyer's purchase decision
direct marketing - ANSWERSmarketing that communicates directly with target customer to generate a
response or transaction
mobile marketing - ANSWERSmarketing through handheld devices, such as cellphones
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