promotional mix

Question 1

integrated marketing communication

Answer 1

encompasses a variety of communication disciplines: general advertising, personal selling, sales promotions, public relations, direct marketing and electronic media. in combination, these disciplines can provide clarity, consistency and maximum communicative impact

Question 2

planning process

Answer 2

designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time

Question 3

each element of an IMC strategy must

Answer 3

have well defined purpose and should support and extend the message delivered by all other elements

Question 4

three elements in any IMC strategy

Answer 4

the consumer, the channels through which the message is communicated, and the evaluation of the results of the communication

Question 5

the sender

Answer 5

who originates the IMC message must be clearly identified to the intended audience

Question 6

the transmitter

Answer 6

an agent or intermediary with which the sender works to develop the marketing communication

Question 7

encoding

Answer 7

the process of converting the senders ideas into a message, could be verbal, visual or both. whats important is not whats sent but whats received

Question 8

communication channel

Answer 8

the medium, print broadcast the internet that carries the message

Question 9

receiver

Answer 9

the person who reads, hears, or sees and processes the info in the message decoding refers to the process by which the receiver interprets the message

Question 10

noise

Answer 10

any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium, a problem for all communications channels

Question 11

selective distortion

Answer 11

the tendency of people to interpret information in a way that they already believe

Question 12

selective retention

Answer 12

process when people more accurately remember messages that are closer to their interests, values and beliefs than those that are in contrast with their values and beliefs selecting what to keep in the memory

Question 13

selective attention

Answer 13

process by which a person can selectively pick out one message from a mixture of messages occurring simultaneously

Question 14

the lagged effect and elements of an IMC strategy

Answer 14

advertising does not always have an immediate impact. multiple exposures are often necessary, it is difficult to determine what exposure led to purchase

Question 15

advertising

Answer 15

a paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action now or in the future. most visible element of IMC

Question 16

public relation

Answer 16

the organizational function that manages the firms communications to achieve a variety of objectives including building and maintaining a positive image, handling or heading off unfavorable stories or events and maintaining positive relationships with the media

Question 17

sales promotions

Answer 17

special incentives or excitement building programs that encourage the purchase of a product or service. coupons, rebates, contests, free samples, and POP displays

Question 18

personal selling

Answer 18

the two way flow of communication between a buyer and a seller that is designed to influence the buyers purchase decision

Question 19

direct marketing

Answer 19

sales and promotional techniques that deliver promotional materials individually to potential customers

Question 20

mobile marketing

Answer 20

marketing through wireless handheld devices not here yet-but soon

Question 21

internet marketing

Answer 21

websites increasing the hub for marketing communications. blogs thought leadership humanize the web

Question 22

social media

Answer 22

an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures

Question 23

content marketing

Answer 23

the art of creating, curating, and distributing valuable content, combines with the science of measuring its impact on awareness lead generation and customer acquisition

Question 24

objective-and-task method

Answer 24

determines the budget required to undertake specific tasks to accomplish communication objectives

Question 25

rule-of-thumb methods

Answer 25

use prior sales and communication activities to determine the present communication budget