MAR 3023 Final Exam || with 100% Error-free Answers.
Integrated marketing communications(IMC) correct answers advertising, personal selling, sales
promotion, public relations, direct marketing, and online marketing
The communication process correct answers Sender, Transmitter, Encoding, Communication
Channel, Receiver, Noise, Feedback Loop
sender correct answers where the message originates, must clearly identified to the intended
audience
transmitter correct answers a marketing department or external agency that receives the
information and transforms it
encoding correct answers converting the sender's ideas into a message, which could be verbal,
visual, or both.
communication channel correct answers the medium-print, broadcast, internet- that carries the
messgae
Receiver correct answers the person who reads, hears, or sees and processes the information
contained in the message and/or advertiesment
Decoding correct answers the process by which the receiver interprets the sender's message
Noise correct answers any interference that stems from competing messages, a lack of clarity in
the message, or a flaw in the medium
Feedback loop correct answers allows the receiver to communicate with the sender and thereby
informs the sender whether the message was received and decoded properly
AIDA model correct answers Awareness-> Interest-> Desire-> Action
Brand Awareness correct answers potential customer's ability to recognize or recall that the
brand name is a particular type of retailer or product/service
Aided recall correct answers when consumers indicate they know the brand
Top-of-Mind awareness correct answers the highest level of awareness, occurs when consumers
mention a specific brand name first when they are asked about a product or service
Lagged effect correct answers a delayed response to a marketing communication campaign
Advertising correct answers entails the placement of announcements and persuasive message in
time or space purchased in any of the mass media by business firms, nonprofit organizations,
, government agencies, and individuals who seeks to inform and or persuade members of a
particular target market or audience about their products, services, organizations, or ideas
Public Relations correct answers the organizational function that manages the firm's
communications to achieve a variety of objectives, including building and maintaining a positive
image, handling or head off unfavorable stories or events, and intimating positive relations with
the media
sales promotions correct answers 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
personal selling correct answers the two-way flow of communication between a buyer and a
seller that is designed to influence the buyer's purchase decision
direct marketing correct answers marketing that communicates directly with target customer to
generate a response or transaction
mobile marketing correct answers marketing through handheld devices, such as cellphones
Online marketing correct answers Websites, blogs, social media
Steps in Panning and Executing an Ad Campaign correct answers 1.Identify target audience
2.Set advertising objectives 3.Determine the advertising budget 4.convey the message 5.evaluate
and select media 6.create ads 7.assess impact
pull strategy correct answers goal is to get consumers to pull the product into the marketing
channel by demanding it
push strategies correct answers also exist and are designed to increase demand by focusing on
wholesalers, retailers, or salespeople
Informative advertising correct answers a communication used to create and build brand
awareness, with the ultimate goal of moving the consumer through the buying cycle to a
purchase
Persuasive advertising correct answers to motivate consumers to take action, occurs in the
growth and early maturity stages of the product life cycle when competition is most intense
Reminder advertising correct answers a communication used to remind or prompt repurchases,
especially for products that have gained market acceptance and are in the maturity stage of their
life cycle
Product-focused advertisements correct answers Institutional advertisements inform, persuade, or
remind consumers about issues related to places, politics, or industry
