MARK 3000 - Test 3 - UGA Grantham Questions With Revised Answers
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Module
UGA Grantham
Institution
UGA Grantham
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...
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.
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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