Integrated Marketing Communications

Question 1

coordination of promotion and other marketing efforts for maximum informational and persuasive impact

Answer 1

integrated marketing communications

Question 2

a sharing of meaning through the transmission of info

Answer 2

communications

Question 3

a person, group, or organization with a meaning it tries to share with a receiver or an audience

Answer 3

source

Question 4

the individual, group, or organization that decodes a coded message

Answer 4

receiver

Question 5

converting meaning into a series of signs or symbols

Answer 5

coding process (encoding)

Question 6

communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization positively and to accept its products

Answer 6

promotion

Question 7

awareness is crucial to initiating the product adoption process for new products

Answer 7

creating awareness

Question 8

demand for a product category rather than a specific brand

Answer 8

primary demand

Question 9

stimulates primary demand. promotion that informs consumers about a new product

Answer 9

pioneer promotion

Question 10

demand for a specific brand

Answer 10

selective demand

Question 11

if customers are stuck in the evaluation stage, product trials encourage them to move into the adoption phase

Answer 11

product trial

Question 12

efforts to identify and locate customers that are interested or likely to buy firm’s products. Ex: Toll-free number

Answer 12

identify prospects

Question 13

primary goal of marketing is to maintain long-term customer relationships. It costs less to keep customers rather than gain new ones Ex: frequent user club special offers to existing customers MVP e-communications

Answer 13

retain loyal customers

Question 14

strong relationships with resellers are important to maintain competitive advantage. Ex: share promotional expense special offers/buying allowances

Answer 14

facilitate reseller support

Question 15

promotional activities may aim to offset or lessen the effect of a competitors promotional and marketing activities. Usually in a highly competitive consumer market.

Answer 15

combat competitive promotional efforts

Question 16

a business cannot operate at peak efficiency when sales fluctuate widely. Ex: holidays seasonal products promotional activities are used to stimulate sales during these slumps

Answer 16

reduce sales fluctuations

Question 17

advertising, public relation, sales promotion, and personal selling

Answer 17

four elements of the promotion mix

Question 18

paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media

Answer 18

advertising

Question 19

paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation. More specific than advertising but more expensive

Answer 19

personal selling

Question 20

a nonpersonal communication in a news-story form about an organization, its products or both. transmitted through mass medium at no charge. EX: publicity annual reports event sponsorships

Answer 20

public relations

Question 21

activities or materials that act as direct inducement, offering added value or incentive for the product to resellers, salespeople, or customers EX: free samples rebates premiums coupons

Answer 21

sales promotion

Question 22

Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message

Answer 22

the AIDA concept (attention interest desire action)

Question 23

advertising plus personal selling and sales promotion to generate awareness

Answer 23

introduction stage of product life cycle

Question 24

consumer goods=advertising business advertising=personal selling and sales promotion

Answer 24

growth/maturity stage

Question 25

reduction of all promotional activities

Answer 25

decline

Question 26

advertising and sales promotion

Answer 26

routine buying decisions

Question 27

advertising and public relations

Answer 27

not routine or complex

Question 28

personal selling

Answer 28

complex buying decisions

Question 29

advertising, sales promotion

Answer 29

intensive distribution of product

Question 30

promotion mixes vary

Answer 30

selective distribution of product

Question 31

personal selling

Answer 31

exclusive distribution of product

Question 32

promoting a product to the next institution down the marketing channel

Answer 32

push policy

Question 33

promoting a product directly to consumers with the intention to develop strong consumer demand for products

Answer 33

pull policy

Question 34

an attempt to incite publicity and public excitement surrounding a product through a creative event EX: super bowl commercials

Answer 34

buzz marketing

Question 35

strategy to get consumers to share a marketers message through email, online video in a way that spreads dramatically and quickly Ex: youtube

Answer 35

viral marketing

Question 36

business’ saying they’re Americas best even though its not a fact

Answer 36

puffing