AC 111 – Flashcard
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The market segmentation process
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divides a market into distinct groups that will respond similarly to marketing actions
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Dividing the market on the basis of personality and/or lifestyles is referred to as
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psychographic segmentation
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Varied versions of a product and market coverage alternatives cater to a
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differentiated/segmented market
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The process of putting thoughts, ideas, or information together in symbolic form is
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encoding
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One important purpose of setting specific advertising goals and objectives is to
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provide a benchmark against which performance can be measured
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Which is true of communications objectives?
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It is difficult to translate sales goals into communications objectives
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Why a marketer might want to emphasize creativity in the development of an advertising campaign
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Creative advertising can break through the clutter and make an impression on buyers
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Account planning
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a process that involves conducting research and gathering all relevant information about a client's product or service, brand, and consumers in the target audience
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Rational and emotional advertising
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can be used together in advertisements
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The primary objective of media planing
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is to develop a framework that will deliver a message to the target audience in the most efficient, cost-effective manner possible
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Reach
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a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
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Unlike traditional marketing, the typical goal of direct marketing is to
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generate an immediate behavioral response
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Which of the following statements is true about the growth of direct marketing?
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The Internet has made it easier for consumers to shop and for marketers to be successful in reaching the desired target markets
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Which of the following elements of the IMC program is designed to provide an extra incentive to consumers to purchase a brand?
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Sales promotion
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Public relations
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is the management function that evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program of action to earn public understanding and acceptance
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Publicity
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refers to the generation of news about a person, product or service that appears in broadcast or print media
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Communications activities designed to promote a firm's overall image, without reference to a specific product, are called
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Copy writing
