Test

Question 1

Explain the role of marketing communications in business activity

Answer 1

The process of trading one item for another.

Question 2

Define the concepts of marketing communications

Answer 2

A management process through which an organization engages its customers.
response

Question 3

State the roles of Marketing Communications

Answer 3

To inform and make the potential consumers aware of an organizational offering.

To persuade current and potential customers of entering an exchange relationship.

To reinforce the benefits of past transactions and retain current customers to enhance profitability.

To differentiate products and brands from that of the competition

Question 4

List the elements of the marketing communications mix.

Answer 4

Advertising
Sales promotion
Public relations and publicity
Personal selling
Direct marketing

Question 5

State the elements of the communication process.

Answer 5

Source.
Encoding.
Channel.
Decoding.
Receiver.
Feedback.
Context.

Question 6

Describe the communication process within a marketing communications scenario.

Answer 6

Marketing communication is an effective way of conveying a company’s message to its customers about its brand, products, and services

Question 7

Describe the IMC Planning Process

Answer 7

Communication Research
Target Market
Product Positioning
Objects
Budget
IMC Components

Question 8

Focus Groups

Answer 8

The focus group consists of 6 to 10 customers who talk about particular topic, products, or brands in front of a moderator or panel who tracks consumer comments and ideas.

Question 9

Three Primary Research of Communications Research

Answer 9

Product-specify research

Consumer-oriented research

Target-market research