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MGT 103 CH 17 + 18 Exam Questions and Answers
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MGT 103 CH 17 + 18 Exam Questions and Answers
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MGT 103 CH 17 + 18 Exam Questionsand Answers
Integrated Marketing Communications (IMC) - Answers -carefully integrating and
coordinating the company's many communications channels to deliver a clear,
consistent, and compelling message about the organization and its products
multichannel promotional strategy - Answers -a marketing communication strategy
where they combine traditional advertising, sales promotion, and public relations
activities with online buzz-building activities
Value of coherence - Answers -Consistent and compelling message can help
significantly in creating a consistent and compelling position for the brand
Promotional Mix - Answers -Advertising, selling, direct marketing, sales promotions,
public relations
Communication Model - Answers -Source - company or person who has information to
convey
Message- info sent to the source
Channel of communication - message is conveyed by..ie salesperson
Receivers - consumers who read, hear, or see message
Encoding - Answers -Encoding is the process of having the sender transform an idea
into a set of symbols
Decoding - Answers -Decoding is the reverse, or the process of having the receiver take
a set of symbols, the message, and transform the symbols into an idea
Performed by receivers according to their own frame of reference: their attitudes,
values, beliefs
3 models of communication - Answers -one to one, one to many, many to many
direct marketing - Answers -sales and promotional techniques that deliver promotional
materials individually
personal selling - Answers -a purchase situation involving a personal, paid-for
communication between two people in an attempt to influence each other
pros and cons of direct marketing - Answers -Advantages- more targeted
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