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IMC Exam 1 > Exam 1 > Flashcards

Exam 1 Flashcards

1
Q

Types of promotional mix

A
  • Advertising
  • PR
  • Publicity
  • Sales Promotion
  • Personal selling
  • Direct marketing
  • Digital/social media marketing
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2
Q

Integrated Marketing Communications

A

Coordination of promotional mix elements with each other and with other elements of the brands marketing mix all “speak with one voice”

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3
Q

5 key features of IMC

A
  1. Begin with the consumer
  2. 360 branding
  3. speak with one voice
  4. build relationships
  5. ultimate goal is to affect behavior
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4
Q

Brand equity

A

Goodwill that a brand has build up over time

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5
Q

Revenue Premium

A

Allos brands to charge more than Great Value brands

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6
Q

BAV (Brand Asset Valvator)

A

Differentiation
Relevance
Esteem
Knowledge

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7
Q

What does TOMA stand for

A

Top of mind awareness

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8
Q

5 band related personality dimensions

A
  1. Sincerity
  2. Excitement
  3. Competence
  4. Sophistications
  5. Ruggedness
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9
Q

Examples of brands with sincerity personality dimensions

A

Hallmark, Disney

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10
Q

Examples of brands with excitement personality dimensions

A

Apple, Tesla

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11
Q

Examples of brands with competence personality dimensions

A

Ford, Google, Statefarm

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12
Q

Examples of brands with sophistication personality dimensions

A

Gucci, Aura

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13
Q

Enneagram 1

A

The reformers

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14
Q

Enneagram 2

A

The Helpers

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15
Q

Enneagram 3

A

The achievers

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16
Q

Enneagram 4

A

Individualists

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17
Q

Enneagram 5

A

Investigators

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18
Q

Enneagram 6

A

Loyalists

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19
Q

Enneagram 7

A

Enthusiasts

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20
Q

Enneagram 8

A

Challengers

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21
Q

Enneagram 9

A

Peacemakers

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22
Q

Numbers in the anger triad

A

8, 9, 1

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23
Q

Numbers in the shame triad

A

2, 3, 4

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24
Q

Numbers in the fear triad

A

5, 6, 7

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25
Reformers are...
equitable, sarcastic, and perfectionists
26
Helpers are...
relationship driven, empathetic, tend to not take care of themselves
27
Achievers are...
Goal oriented, organized, and efficient
28
Investigators are...
Curious, exploratory, and isolated
29
Individualists are...
sensitive, self aware, melancholy
30
Loyalists are...
hardworking, reliable, anxious
31
Enthusiasts are...
Future oriented, eager, excessive
32
Challengers are...
Assertive, blunt, cynical
33
Peacemakers are...
Patient, agreeable, laid back
34
Reformers struggle with this at work
implementing a good idea, perfectionism
35
Helpers struggle with this at work
Personal boundaries
36
Achievers struggle with this at work
struggle to fight burnout
37
Individualists struggle with this at work
taking things too personally
38
Investigators struggle with this at work
seeing people as means to an end, valuing more than just intelligence
39
Loyalists struggle with this at work
doubt becoming demotivating
40
Enthusiasts struggle with this at work
acknowledging limitations and focusing on the task at hand
41
challengers struggle with this at work
avoiding creating unnecessary content, being nice
42
Peacemakers struggle with this at work
struggle to prioritize tasks and stick up for themselves
43
Demographics
Age, sex, race, ethnicity, class
44
Geodemographics
Zip code, neighborhood, location
45
Psychographics
Lifestyle, attitude, values, motivation
46
Behaviorgraphics
past search history, targeting
47
VALS
Values and Lifestyles Survey
48
8 VALS Types
Innovators, thinkers, believers, achievers, strivers, experiencers, makers, and survivors
49
Innovators
take charge, sophistocated
50
Thinkers
Mature, comfortable, motivated by ideals
51
Believers
motivated by ideals, predictable, USA products
52
Achievers
Desire to achieve, goal oriented
53
Strivers
trendy, fun loving, impulsive as money allows
54
Experiencers
self expression, look good, have cool stuff
55
makers
value over luxury, self expression
56
Survivors
narrowly focused lives, loyal to brands
57
Kids
ages 4-12
58
Tweens
ages 8-12
59
Teens
ages 13-17
60
Gen Y years
1982-1996
61
baby boomer years
1946-1964

IMC Exam 1 (2 decks)

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