Session 1

Question 1

IMC -

Answer 1

the practice of coordinating all brand communication messages

Question 2

Promotion mix:

Answer 2

1. Advertising
2. PR
3. Personal selling
4. Sales promotion
5. Direct marketing

Question 3

Marketing funnel:

Answer 3

1. Awareness
2. Interest
3. Consideration
4. Intent
5. Evaluation
6. Purchase

Question 4

Functions of advertising:

Answer 4

1. Provide product and brand information
2. Provide incentives to take action
3. Provide reminders and reinforcement

Question 5

Good ads work on 2 levels:

Answer 5

1. Satisfy the customer’s objectives by engaging them and delivering a relevant message
2. Achieve the sponsor’s objectives