Intro

Question 1

This is the optimal combination and coordination of the promotional mix elements designed to provide clarity, consistency, and maximum communications impact

Answer 1

Integrated Marketing Communications (IMC)

Question 2

The structured and composed non-personal communication of information
Usually paid for
Usually persuasive in nature

Answer 2

Advertising

Question 3

Pull strategy

Answer 3

To induce consumers to try the brand and to suggest re-use

Question 4

Push strategy

Answer 4

To stimulate the distribution of a brand

Question 5

4 reasons you would want to slow demand

Answer 5

Bad behaviors (smoking, texting/drinkingwhile driving)
New iterations of iPhone
Competitor/competitive analysis
Exclusivity of brands

Question 6

Product parity

Answer 6

Companies can copy each other quickly and compete by price, consumers are not brand loyal (toothpaste)

Question 7

Sound bite decision making

Answer 7

Too much to take in, process things at a surface level
Deal with inundation of information (advertising)
Consistency allows you to process more information

Question 8

When companies can copy each other quickly and compete by price, customers are not brand loyal

Answer 8

Product parity

Question 9

When there is too much to take in, process things at a surface level, deal with inundation of information (advertising)

Answer 9

Sound bite decision making

Question 10

Communication source

Answer 10

Party who formulates an idea

Question 11

Communication encoding

Answer 11

Translates the idea into a message

Question 12

Message

Answer 12

Idea to be sent

Question 13

Communication Channel

Answer 13

Medium or set of media carrying message

Question 14

Party who formulates an idea (communication)

Answer 14

Source

Question 15

Translates the idea into a message (communication)

Answer 15

Encoding

Question 16

Idea to be sent (communication)

Answer 16

Message

Question 17

Medium or set of media carrying message (communication)

Answer 17

Channel

Question 18

Source examples

Answer 18

Company or organization

Spokesperson

Question 19

Example of personal channel

Answer 19

Personal selling

Question 20

Example of non personal channel

Answer 20

Television
Newspaper
Magazines
Radio
Billboards

Question 21

Marketing communication receiver

Answer 21

Consumer

Question 22

Marketing communication decoding

Answer 22

Consumers’ interpretation of an advertisement

Depends on aspects of consumer behavior (attitudes, perceptions, personality)

Question 23

Noise

Answer 23

Hundreds of advertisements consumers encounter

Question 24

Marketing communication feedback

Answer 24

Acknowledgement of received message
Redeemed coupons, increase in in store traffic, banner ad clicks, etc
Importance of direct response mechanisms or tracking mechanisms

Question 25

Three types of memory encoding models

Answer 25

Replacement model
Accumulation model
Judgement model

Question 26

Marketing communications messages will not be processed if (4)

Answer 26

They are not recognizable
They are not related to each other
They conflict with what has already been stored
They are unrelated or unimportant to the person