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MARK 3000 - Test 3 - UGA Grantham Questions With Revised Answers
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MARK 3000 - Test 3 - UGA Grantham Questions With Revised Answers Integrated Marketing Communications - answerRepresents the promotion dimension of the four p's. Encompasses a variety of communication disciplines; general advertisement, personal selling, sales promotion, public relations, direc...

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  • September 6, 2024
  • 15
  • 2024/2025
  • Exam (elaborations)
  • Questions & answers

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  • mark 3000 test 3 uga grantham questions with r

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MARK 3000 - Test 3 - UGA Grantham
Questions With Revised Answers


Integrated Marketing Communications - answer✔✔Represents the promotion dimension of the
four p's.
Encompasses a variety of communication disciplines; general advertisement, personal selling,
sales promotion, public relations, direct marketing, and electronic media; in combination to
provide clarity, consistency, and maximum communicative impact
Awareness
Interest
Desire

Action - answer✔✔What does the AIDA Model consist of?

Awareness - answer✔✔The sender first must gain the attention

The likelihood the message will be received - answer✔✔A multichannel approach increases....

Interest - answer✔✔The customer must want to further investigate the product/service

AIDA Model - answer✔✔A common model of the series of mental stages through which
consumers move as a result of marketing communications.

Brand Awareness - answer✔✔Measures how many consumers in a market are familiar with the
brand and what is stands for.
Created through repeated exposures of the various brand elements in the firms communication to
consumers.

Aided Recall - answer✔✔Occurs when consumers recognize a name 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.

, ©THEBRIGHTSTARS 2024


Lagged effect - answer✔✔Advertising does not always have Immediate impact, Multiple
exposures are needed, It is difficult to determine which exposure led to purchase

Advertising - answer✔✔A paid form of communication from an identifiable course, delivered
through a communication channel, and designed to persuade the receiver to take some action,
now or in the future

Public Relations - answer✔✔The organizational function that manages the firms
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. PR becoming more important than marketing.

Sales Promotion - 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. Used in conjunction with other forms of IMC. Can be used for short-term
and long-term objectives

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. Most expensive form.

Direct Marketing - answer✔✔Sales and promotional techniques that deliver promotional
materials individually. Includes e-mail and m-commerce, good for multicultural groups
Most visible element of IMC and extremely effective at creating awareness and generating
interest - answer✔✔Advertising is the ....

"Free" media attentions - answer✔✔Public relations is also know as?

Expensive - answer✔✔Personal selling is the more _______ forms of promotion
Websites
Blogs

Social Media - answer✔✔What falls under the category of online marketing?

Mobile Marketing - answer✔✔Marketing through wireless handheld devices

Blog - answer✔✔A web page that contains periodic posts

Social Media - answer✔✔Media content used for social interactions.
Youtube
Facebook

Twitter - answer✔✔What are the three most popular facilitators of social media?

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