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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
Q

Reformers are…

A

equitable, sarcastic, and perfectionists

26
Q

Helpers are…

A

relationship driven, empathetic, tend to not take care of themselves

27
Q

Achievers are…

A

Goal oriented, organized, and efficient

28
Q

Investigators are…

A

Curious, exploratory, and isolated

29
Q

Individualists are…

A

sensitive, self aware, melancholy

30
Q

Loyalists are…

A

hardworking, reliable, anxious

31
Q

Enthusiasts are…

A

Future oriented, eager, excessive

32
Q

Challengers are…

A

Assertive, blunt, cynical

33
Q

Peacemakers are…

A

Patient, agreeable, laid back

34
Q

Reformers struggle with this at work

A

implementing a good idea, perfectionism

35
Q

Helpers struggle with this at work

A

Personal boundaries

36
Q

Achievers struggle with this at work

A

struggle to fight burnout

37
Q

Individualists struggle with this at work

A

taking things too personally

38
Q

Investigators struggle with this at work

A

seeing people as means to an end, valuing more than just intelligence

39
Q

Loyalists struggle with this at work

A

doubt becoming demotivating

40
Q

Enthusiasts struggle with this at work

A

acknowledging limitations and focusing on the task at hand

41
Q

challengers struggle with this at work

A

avoiding creating unnecessary content, being nice

42
Q

Peacemakers struggle with this at work

A

struggle to prioritize tasks and stick up for themselves

43
Q

Demographics

A

Age, sex, race, ethnicity, class

44
Q

Geodemographics

A

Zip code, neighborhood, location

45
Q

Psychographics

A

Lifestyle, attitude, values, motivation

46
Q

Behaviorgraphics

A

past search history, targeting

47
Q

VALS

A

Values and Lifestyles Survey

48
Q

8 VALS Types

A

Innovators, thinkers, believers, achievers, strivers, experiencers, makers, and survivors

49
Q

Innovators

A

take charge, sophistocated

50
Q

Thinkers

A

Mature, comfortable, motivated by ideals

51
Q

Believers

A

motivated by ideals, predictable, USA products

52
Q

Achievers

A

Desire to achieve, goal oriented

53
Q

Strivers

A

trendy, fun loving, impulsive as money allows

54
Q

Experiencers

A

self expression, look good, have cool stuff

55
Q

makers

A

value over luxury, self expression

56
Q

Survivors

A

narrowly focused lives, loyal to brands

57
Q

Kids

A

ages 4-12

58
Q

Tweens

A

ages 8-12

59
Q

Teens

A

ages 13-17

60
Q

Gen Y years

A

1982-1996

61
Q

baby boomer years

A

1946-1964

IMC Exam 1 (2 decks)

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