MARK 3000 - Test 3 - UGA Grantham Study Guide Questions and Answers 2024
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Module
MRKt 3000
Institution
MRKt 3000
Integrated Marketing Communications - 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, cons...
MARK 3000 - Test 3 - UGA Grantham
Study Guide Questions and Answers
2024
Integrated Marketing Communications - 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 - What does the AIDA Model consist of?
Awareness - The sender first must gain the attention
The likelihood the message will be received - A multichannel approach increases....
Interest - The customer must want to further investigate the product/service
AIDA Model - A common model of the series of mental stages through which
consumers move as a result of marketing communications.
Brand Awareness - Measures how many consumers in a market are familiar with the
brand and what is stands for.
MARK 3000 - Test 3 - UGA Grantham
, MARK 3000 - Test 3 - UGA Grantham
Created through repeated exposures of the various brand elements in the firms
communication to consumers.
Aided Recall - Occurs when consumers recognize a name that has been presented to
them.
Top-of-mind Awareness - A prominent place in people's memories that triggers a
response without them having to put any thought into it.
Lagged effect - A delayed response to a marketing communication campaign
Advertising - 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 - 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.
Sales Promotion - 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 - The two-way flow of communication between a buyer and a seller
that is designed to influence the buyer's purchase decision.
MARK 3000 - Test 3 - UGA Grantham
, MARK 3000 - Test 3 - UGA Grantham
Direct Marketing - Sales and promotional techniques that deliver promotional materials
individually.
Most visible element of IMC and extremely effective at creating awareness and
generating interest - Advertising is the ....
"Free" media attentions - Public relations is also know as?
Expensive - Personal selling is the more _______ forms of promotion
Websites
Blogs
Social Media - What falls under the category of online marketing?
Mobile Marketing - Marketing through wireless handheld devices
Blog - A web page that contains periodic posts
Social Media - Media content used for social interactions.
Youtube
Facebook
Twitter - What are the three most popular facilitators of social media?
Objective and Task Method - An IMC budgetting method that determines the cost
required to undertake specific tasks to accomplish communication objectives.
Setting Objectives
MARK 3000 - Test 3 - UGA Grantham
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