Terence a shimp - Study guides, Class notes & Summaries

Test Bank for Advertising, Promotion, and other aspects of Integrated Marketing Communications, 10th Edition, J. Craig Andrews, Terence A. Shim Test Bank for Advertising, Promotion, and other aspects of Integrated Marketing Communications, 10th Edition, J. Craig Andrews, Terence A. Shim Test Bank for Advertising, Promotion, and other aspects of Integrated Marketing Communications, 10th Edition, J. Craig Andrews, Terence A. Shim

Test Bank for Advertising, Promotion, and other aspects of Integrated Marketing Communications, 10th Edition, J. Craig Andrews, Terence A. Shim Test Bank for Advertising, Promotion, and other aspects of Integrated Marketing Communications, 10th Edition, J. Craig Andrews, Terence A. Shim Test Bank for Advertising, Promotion, and other aspects of Integrated Marketing Communications, 10th Edition, J. Craig Andrews, Terence A. Shim

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Sales promotions and characteristics - Answer Any incentive that is additional to the basic benefits provided by the brand and temporarily changes its perceived price or value -Short-term oriented -Capable of influencing behavior b/c it offers buyers superior value and can make them feel better about the buying experience Sales promotions examples - Answer Consumer: samples, coupons, premiums, contests, sweepstakes, etc. Trade: buying allowances, push money, advertising allowances, ...

Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition

What is Integrated Marketing Communications (contemporary definition) - Answer -ongoing process of coordinating various parts of the promotional mix that communicate with a firm's customers -Advertising - communicates the brand idenity and equity What are the benefits of an IMC plan? - Answer -presents synergy among processes -provides different methods of funding/copmensation -it is a two way street of marketing What is the goal of the IMC plan? - Answer -generate short-term returns...

Types of trade promotion, category management, and corporate advertising.

Obstacles to Implementing IMC, Promotion Management, Earned Media, and the Five Marketing Concepts.

Considerations in the Selection of Endorsers, Q-Score, Kelman’s Source Attributes, and Emotions in Advertising.

The Advertising Management Process, Disinvesting, and Elasticity.