Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
21 Cards in this Set
- Front
- Back
|
What is the goal of integrated marketing communications (IMC)?
|
to coordinate all promotional activities to provide a consistent message across all audiences.
|
|
|
What are the 6 elements of communication?
|
1.) A source
2.) A message 3.) A channel of communication 4.) A recever 5.) The process of encoding 6.) The process of decoding |
|
|
What must the sender and receiver share in order for the message to be communicated effectively?
|
A field of experience which is a similar understanding and knowledge.
|
|
|
What are the 5 promotional alternatives?
|
1.) Advertising
2.) Personal Selling 3.) Public Relations 4.) Sales Promotion 5.) Direct Marketing |
|
|
Which 2 of the 5 promotional activities have customized messages?
|
1.) Personal Selling
2.) Direct Marketing |
|
|
What are the 7 things that advertising could be trying to promote?
|
1.) The product
2.) Pioneering 3.) Competitive 4.) Comparative 5.) Reminder 6.) Institutional 7.) Advocacy |
|
|
Advertising to create demand for a product or service.
|
Product
|
|
|
Advertising to create a primary demand for a product class.
|
Pioneering
|
|
|
Advertising that stresses the specific brand's features and benefits.
|
Competitive
|
|
|
Advertising to show the benefits of a brand over another.
|
Comparative
|
|
|
Advertising to reinforce previous knowledge of a product.
|
Reminder
|
|
|
Advertising to promote a company.
|
Institutional
|
|
|
Advertising to promote a certain cause.
|
Advocacy
|
|
|
What are the 6 emotions that advertising my appeal to?
|
1.) Rational
2.) Emotional 3.) Fear 4.) Sex 5.) Humor 6.) Moral |
|
|
What is the promotional objective at the INTRODUCTION phase of the Product Life Cycle?
|
To inform
|
|
|
What is the promotional objective at the GROWTH stage of the Product Life Cycle?
|
To persuade
|
|
|
What is the promotional objective at the MATURITY stage of the Product Life Cycle?
|
To remind
|
|
|
What are the 3 types of people that SALES PROMOTION can target?
|
1.) End consumers
2.) Middlemen 3.) Sales force |
|
|
What are the 4 different ways to determine promotional budgets?
|
1.) Percentage of sales
2.) Competitive parity 3.) All you can afford 4.) Objective and task |
|
|
How does competitive parity determine budgeting levels?
|
It bases it off the competition's spending.
|
|
|
In "all you can afford" budgeting, what must you do before spending money on advertising?
|
The company must pay for all other budget items first.
|
