Final Exam Flashcards
360-degree marketing planning communication
refers to the idea that the communication is universal and the vision of the brand stays consistent. The “view” extends beyond communications to customer service, sales, product quality, etc.
Advertising
paid persuasive. communication that. uses mass and. interactive media to connect to an identified sponsor
?
the firm is responsible for creating ads. and. commercials and purchasing. mediator them to run on behalf of the advertising client is..
Those who write and design advertising are generally considered to be part of which advertising agency department?
The creative department
The job function inside an advertising agency that acts as “liaison” with the client and takes responsibility for the way the account is managed and tended?
Account service
This type of advertising is usually done on behalf of a good cause.
Public Service Advertising
This type of advertising can help to establish a corporate identity or help win people over to the organization’s point of few
?
This various marketing communication messages and brand experiences. that. create and maintain. a. brand are referred to collectively as..
Brand communication/branding
T or F. A stakeholder is always the same thing as a target or a public
False
Advertising agencies are paid based on..?
fees, commissions, and retainers
the management function that establishes mutually beneficial relationships between an organization and the publics on whom its success or failure
PR
direct-response advertising
a type of marketing communication that achieves an action-oriented objective as a result of the advertising message
integrated marketing communication (IMC)
the practice of unifying all marketing communication efforts so they send a consistent brand message to target audiences
four key components of advertising
strategy, message, media, evaluation
AIDA stands for
Attention Interest Desire Action
Sales promotion seeks to what kind of effects/results?
Immediate
Logos; Pathos
Cognition (think/understand); Emotion (feel)
This facet refers to how consumers search for and make sense of info as well as how they learn and understand something
Cognition
Since promotions are so focused on action, what is the primary measure of effectiveness?
Sales volume
A term used in the radio industry to refer to the idea of making a narrative come to life over the radio. Radio writers are fulfilling this strategy by making sure that any listener can visualize the story even though they cannot physically see it and they do this by using sound effects, voices, and music to place visuals in the listeners’ imagination.
Theater of mind
4 P’s in Marketing Communications
Produce Place, Price, Promotion
