Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Marketing Communication > Chapter 1 & 2 > Flashcards

Chapter 1 & 2 Flashcards

1
Q

What are the tools of the promotional mix? (6)

A
  • advertising
  • sales promo
  • PR
  • direct marketing
  • internet marketing
  • personal selling
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

What are the 4 ways to communicate a product?

A
  • value (product for money)
  • attributes/benefits (symbolism included)
  • brand identity (positive view)
  • brand equity (asset value or goodwill)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Part of the promo mix is advertising it is:

A
  • nonpersonal
  • pervasive
  • creates brand images
  • strikes cord
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

What does sales promo do?

A

-provide extra value or incentive. Either consumer or trade promo

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

What is PR for

A
  • evaluate attitudes
  • gain public understanding or acceptance
  • identify policy and procedures
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

What is publicity?

A
  • nonpersonal comm. regarding org., product, service or idea

- not directly paid for

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

What is direct marketing?

A

-comm directly to consumer

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

what is internet marketing?

A
  • two way comm
  • modification
  • execution of each element of marketing mix
  • interactivity
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

What is personal selling?

A
  • person-to-person

- direct contact

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

Who participates in promo process?

A
  • advertiser
  • agency
  • media org. (or specialized)
  • collateral service
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

What is an IMC?

A

-strategic business process used to:
-plan
-develop
-execute/evaluate
comm programs with consumers (etc.)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

What does a IMC allow?

A
  • unified comm. with consistent message
  • diff comm to diff groups
  • database comm for tangible results
  • relationship fostering with customers
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Why is an IMC important?

A
  • audience contacts
  • customer’s point of view
  • relationship marketing
  • consumer adoption of tech and media
  • planning efficiently and effectiveness
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

What are some ways to contact your IMC audience?

A
  • broadcast
  • print
  • pr
  • internet
  • direct marketing
  • sales promo
  • product placement
  • events and sponsorship
  • word of mouth
  • point of purchase
  • personal selling
  • out of home (eg. billboards)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

What are the steps to IMC planning (5)

A
  • review marketing plan
  • situation assessment
  • determine IMC objectives
  • develop IMC programs
  • implement and control plan
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

What are 5 major things an IMC allows for?

A
  • understanding marketing comm
  • articulate message
  • deliver message
  • strengthen message
  • advertising and society
17
Q

True or false: advertising can be performed by in-house or external agencies

A

TRUE

18
Q

What are some pros of in-house agencies?

A
  • cost saving
  • more control
  • better coordination
19
Q

What are some cons of in-house agencies?

A
  • less experience
  • less objectivity
  • less flexibility
20
Q

What do agencies generally offer as services?

A
  • account management
  • interactive services
  • planning and research
  • production
  • creative concepts
  • media buying
  • other special services
21
Q

What are the 3 forms of agency compensation?

A
  • fixed-fee (commissions)
  • cost-plus agreement
  • incentive-based
22
Q

What is the role of sales promo agencies?

A
  • promotion planning
  • creative
  • research
  • coordination with advertising
  • premium design
  • database marketing
  • contest/sweepstakes management
23
Q

True or false: companies must decide whether to use a specialized organization for each marketing comm. function or consolidate them with a large ad. agency that offers all of these services

A

TRUE

24
Q

What are some pros of integrated services?

A
  • consistent message
  • synergy
  • client convenience
  • single image
25
Q

what are some cons of integrated services?

A
  • wrangling over budgets
  • lack of comm.
  • did not achieve synergy
  • insufficient staffing
  • not fully cognizant of multiple target audiences
26
Q

what are the 4Ps of the marketing mix?

A

price, place, product, promotion

Marketing Communication (2 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions