Chapter 1

Question 0

IMC

Answer 0

Integrated marketing communications

Question 1

Marcom

Answer 1

Marketing communications

Question 2

B2C

Answer 2

Business to consumer

Question 3

B2B

Answer 3

Business to business

Question 4

LBS

Answer 4

Location-based service

Example: mobile phone apps etc.

Question 5

QR codes

Answer 5

Quick response codes or 2D barcodes

Question 6

Marketing mix

Answer 6

Specific collections of certain levels of any brands 4Ps:
Product
Price
Place
Promotion

Question 7

Communications

Answer 7

The process whereby commonness of thought is established and meaning is shared between individuals or between organizations and individuals

Question 8

Marketing

Answer 8

The human activity directed at satisfying customers needs and wants through the exchange process

Question 9

Marketing communications

Answer 9

Represents the collection of all elements in organizations marketing mix that facilitates exchange by establishing shared meaning with its customers

Question 10

Promotional mix

Answer 10

Elements including advertising, public relations, sales promotion, personal selling, direct marketing, and online marketing/social media

Question 11

Advertising

Answer 11

Any paid form of nonpersonal communication of ideas, goods, or services by an identified sponsor

Question 12

Public relations (PR)

Answer 12

An organization no activity involved with fostering goodwill between the company and its various Publics

Question 13

Publicity

Answer 13

Like advertising, is nonpersonal communication to a mass audience

Question 14

Sales promotion

Answer 14

Promotional activities that attempt to stimulate short-term buyer behavior

Example: attempt to promote immediate sales

Question 15

Personal selling

Answer 15

Is a paid person-to-person communication in which a seller determines needs and wants of prospective buyers and attempts to persuade these buyers to purchase the company’s products or services

Question 16

Direct marketing

Answer 16

An interactive system of marketing that uses one or more advertising media to effect a measurable response and/or transaction at any location

Question 17

Online marketing

Answer 17

Is the promotion of product and services over the Internet

Example: search engine marketing, banner ads, mobile advertising, and location-based apps

Question 18

Touch point/contact

Answer 18

Are used here as interchangeable terms to mean any message medium capable of reaching target customers and presenting the brand in a favorable light

Question 19

Positioning statement

Answer 19

Is the key idea that encapsules what a brand is intended to stand for in its target markets mind and then consistently delivers the same idea across all media channels

Question 20

Relationship

Answer 20

Is an enduring link between a brand and its customers