Marketing quiz 4 – Flashcards
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Personal selling, advertising, public relations and direct marketing are all part of
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integrated marketing communications.
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The IMC communication process model includes all of the following EXCEPT
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the objective and task method.
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The steps in the AIDA model include awareness, action, interest, and
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desire.
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The first goal of a marketing communication is to
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gain the attention of the consumer
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For any communications campaign to succeed, the firm must deliver the right _______ to the right audience through the right media
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message
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The form of direct marketing that communicates with consumers' wireless handheld devices (such as smart phones) has been used for innovative applications to address the personal needs of consumers. This practice is known as
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mobile marketing
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When customers use the Internet to interact among themselves, sharing their thoughts and evaluations about a firm's products, they are engaged in
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social media.
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Comparative parity, percentage-of-sales, and available budget are all _______ used to set budgets.
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rule-of-thumb methods
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To reach out to new customers using the Internet, some marketers use _____ to ensure that customers searching for the firm's products have every opportunity to find them.
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search engine marketing
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When measuring success of integrated marketing communication programs, _____ refers to the percentage of the target population exposed to a specific marketing communication.
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gross rating points
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Which of the following is NOT one of the defining characteristics of advertising?
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Advertising gets people to buy products and services they would not otherwise buy.
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An advertising plan is crucial to an ad campaign because it will later be used
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to measure the success or failure of the campaign.
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The three broad objectives of advertising are to
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inform, persuade, or remind.
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A campaign theme or slogan that helps to differentiate a product or service by establishing its benefits in a way no competitor can claim is a(n)
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unique selling proposition.
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A(n) _______ advertising message will appeal to consumers' fears, sense of humor, nostalgia, or other feelings.
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emotional
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An advertising schedule that is implemented in spurts, with periods of heavy advertising followed by periods of no advertising is known as
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flighting.
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Which of the following is NOT one of the federal agencies that regulates advertising activities?
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IRS
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_____ involves building and maintaining a positive image for the firm, handling or heading off unfavorable stories or events and maintaining positive relationships with the press, and it should be considered an integral part of marketing communications.
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Public relations
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If Tara needs to provide a short-term stimulus to her firm's marketing efforts, she will likely turn to
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sales promotion.
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Which of the following is NOT one of the kinds of sales promotions marketers use?
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direct mail
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AIDA model
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which suggests that awareness, leads to Interest, which leads to desire, which leads to action
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personal selling
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is the two way flow of communicating between a buyer and a seller that is designed to influence the buyer's purchase decision
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direct marketing
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or marketing that communicates directly with target customers to generate a response or transaction
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online marketing
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we now examine in greater depth several electronic media vehicles: websites, blogs, and social media
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setting and allocating the IMC budget (integrate marketing communication)
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firms use a variety of methods to plan their marketing communications budget
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objective and task method
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determines the budget required to undertake specific tasks to accomplish communications objectives to use the method, marketers first establish a set of communication objectives, then determine which media best reach the target and how much it will cost to run the number and types of communications necessary to achieve the objectives
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rule of thumb method
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use prior sales and communication activities to determine the present communication budget although they are easy to implement, they have various limitations
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sender
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provides a message to a transmitter
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transmitter
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that develops or encodes the message for transmission through a communication channel
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encoding
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means converting the sender's ideas into a message, which could be verbal, visual or both
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receipt
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receives the message it may have been altered by noise in the environment
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feedback
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the sender needs to receive ______ from the receipt
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advertising interrogative channel
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has long been the primary channel for marketing communication and is still on constant presence, but other media channels have been more prominent
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percentage of sales method
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uses a fixed percentage of sales as the amount of the budget
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marketing metrics used to measure IMC success
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firms estimate the degree to which customers are exposed to a message by multiplying frequency by reach (the percentage of target population exposed to a markeitng communication)
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measure of IMC effectiveness
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requires different measures, such as click through tracking that measures how many times users click on banner advertising or websites
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pull strategy
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for advertising to consumers, in which the goal is to get consumers to pull the product into the marketing channel by demanding it
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push strategy
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are designed to increase demand by focusing on wholesalers, retailers, or salespeople
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describe the steps in designing and executing an advertising campaign
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1. identify their target market 2. set advertising objectives 3. set the advertising budget 4. depict their product or service 5. evaluate and select the media 6. create the ad 7. assess and impact the ad
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informative advertising
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is communication used to create and build brand awareness
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persuasive advertising
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is communication used to motivate consumers to take action
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reminder advertising
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is communication used to remind or prompt repurchases
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informational appeals
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influence purchase decisions with factual information and strong arguments built around relevant key benefits that encourage consumers to evaluate the brand favorably
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emotional appeals
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indicate how the products satisfies emotional desires rather than utilitarian needs
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mass media channels
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like newspapers or television to reach large numbers of anonymous audience members
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niche media
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such as cable television and specialty magazines are generally used to reach narrower segments with unique demographic characteristics or interest
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when choosing media
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firms must match their objectives to that channel. also certain media are better at reaching a particular target audience than others
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FTC
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which protects consumers against general deceptive advertising
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FCC
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which has jurisdiction over radio, television, wire, satellite, and cable and covers issues regarding the use of tobacco products and objective language
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FDA
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which regulates food, dietary supplements, drugs, cosmetics, and medical devices.
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describe the elements of of a public relations toolkit
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publications, video and audio programs, public service announcements, annual reports, media kits, news releases, and electronic media
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sales promotions
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are special incentives or excitement building programs that encourage purchases and include coupons, deals, premiums, contest, sweepstakes, and samples
