MARK 3000 - UGA Grantham Final Exam (Covers Promotion and Price. Chapters 17, 18, 19, & 14) Questions & Answers

MARK 3000 - UGA Grantham Final Exam (Covers Promotion and Price. Chapters 17, 18, 19, & 14) Questions & Answers Integrated Marketing Communications - Correct ️️ 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 - Correct ️️ What does the AIDA Model consist of? Awareness - Correct ️️ The sender first must gain the attention The likelihood the message will be received - Correct ️️ A multichannel approach increases.... Interest - Correct ️️ The customer must want to further investigate the product/service AIDA Model - Correct ️️ A common model of the series of mental stages through which consumers move as a result of marketing communications. Brand Awareness - Correct ️️ 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 - Correct ️️ Occurs when consumers recognize a name that has been presented to them. Top-of-mind Awareness - Correct ️️ A prominent place in people's memories that triggers a response without them having to put any thought into it. Lagged effect - Correct ️️ Advertising does not always have Immediate impact, Multiple exposures are needed, It is difficult to determine which exposure led to purchase Advertising - Correct ️️ 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 - Correct ️️ 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 - Correct ️️ 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 - Correct ️️ 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 - Correct ️️ 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 - Correct ️️ Advertising is th