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Exam of 7 pages for the course TTT at TTT (TTT)
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TTTA story about a company product in a newscast or newspaper that is not paid for by the
company is an example of which form of Integrated Marketing Communications (IMC)? -
answer Public Relations
When Red bull sends out teams to hand out samples, the company is using which
marketing communication tool? - answer Experiential Marketing
Integrated Marketing Communications (IMC) involves? - answer The coordination of all
forms of marketing into a unified program that maximizes the impact on customers
The goal of Integrated Marketing Communications (IMC) is to coordinate the various
components of communications to achieve common objectives. What are the 7 major
elements of this? - answer- Advertising
- Interactive Communications
- Direct Response Communication
- Public Relations
- Sales Promotion
- Personal Selling
- Experiential Marketing
The marketing communications industry in Canada is highly regulated. What are the
three primary resources? - answer- Canadian Radio-Television Communications
Commission (CRTC)
- Advertising Standards Canada (ASC)
- Competition Bureau
List the four Advertising Agency Roles and Responsibilities - answer- Provide
experience and expertise in communications
- Provide planning assistance
- Provide objectivity in the planning process
- Promote active liaison with clients
Name the 3 key positions of the media department - answer- Media Planner
- Media Buyer
- Media Director
6 Types of Advertising Agencies - answer1. Full-service agencies
2. Account management
3. Creative department
4. Media department
, 5. Creative boutiques
6. Media buying service
Name the 3 main functions of the media department - answer- Media Planning
- Media Buying
- Media Research
Name 4 reason for account shifting - answer- Clients dissatisfied with the quality of
advertising or services provided
- New communications demands required by clients not adequately met
- Philosophical differences
- Lack of team chemistry between the two organizations
List the 6 primary groups that comprises the Canadian Advertising Industry - answer-
Advertisers
- Advertising agencies
- Media
- Advertising Support Companies
- Media Support Services
- Research and Audience Measurement Companies
List the 4 Client Side Advertising Managers - answer- Brand Manager
- Category Manager
- Regional Management System
- International Management System
List the 4 components of the Self Concept Theory. - answer- Real self: Who you really
are
- Self-image: How you see yourself
- Looking-glass self: How you think others see you
- Ideal self: How you would like to be
List the 5 levels of Maslow's Hierarchy of Needs - answer- Physiological needs: hunger,
thirst, sex, shelter
- Safety needs: security, protection, comfort
- Social needs: sense of belonging, love from family and friends
- Esteem needs: recognition, achievement, status, to excel
- Self-actualization needs: fulfillment, to realize potential (achieve what you believe you
can achieve
List the 4 key target market concepts. - answer- Demographics:
Age, Gender, Education, Occupation, Marital Status, Household Composition
_ Psychographics:
Lifestyles, Activities, Interests, Opinions
- Geographics:
Region, City, Urban, Suburban, Rural
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