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The basic goal of integrated marketing communications is to

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communicate the value proposition to the target market

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As business grow, the advertising, promotion and person selling effort may not be coordinated or cohesive as the firms respond to targets of opportunity. The sooner the firm uses _____, the sooner the firm will have clarity, consistency and the maximum impact for its communications

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IMC

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in the IMC communication process, the ___ develops the marketing communication message

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transmitter

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if you ever watched a television commercial and at the end of the message wondered what were they promoting you may have trouble ___ the IMC message

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decoding

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in the AIDA model

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awareness leads to interest, which hopefully leads to desire and then action

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___ refers to a potential customers ability to recall that the brans name is a particular type of retailer, product or service

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brand awareness

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the highest level of awareness when customers mention a specific brand name when asked about a product or service. Marketers call this__

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top of mind awareness

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if marketing communications are effective they will

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result in purchases by consumers receiving the communications

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one of the difficulties in measuring the effectiveness of IMC efforts is the ___ where consumers do not act immediately after receiving a market communication

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lagged effect

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josh stays connected to his world by his cell phone. he only reads newspapers or magazines occasionally. if you were a marketer with just the right product or josh, you'd probably try__

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m commerce

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the ___ stage of the advertising campaign planning process can be described by the question "who are we trying to talk to?"

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identifying a target audience

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all advertising objectives are designed to achieve certain objectives

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to inform, persuade or remind custoemrs

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an advertising plan is crucial to an ad campaign because it

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will later be used to measure the success or failure of the campaign

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the classic "were GE, we bring good things to life" ad campaign was a __ campaign

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institutional advertising

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because PSAs are a special class of advertising, FCC rules require

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broadcasters to devote a specific amount of free time to them

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the ____ communicated by advertising needs to be unique to the brand meaningful to the customer, sustainable overtime, and supportive of repletion

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unique selling proposition

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___ help customers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues explaining key benefits of the firms products and services

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informational appeals

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__ advertising has the advantages of being flexible, highly targeted and personalization

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direct mail

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____ advertising has the advantages of being linked to detailed content, flexible and highly interactive

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internet

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a __ advertising schedule uses heavy advertising during some periods followed by periods of no advertising

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flighting

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for consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a __ advertising schedule

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continuous

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___ are special incentives or excitement building programs that encourage consumers to purchase a particular product, typically used as part of other advertising or personal selling programs

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sales promotions

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premiums can do all the following except

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change the perception from a bargain to prestige product, such as premium ice cream

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__ is when two or more firms join forces to reach a target audience in a short term effort

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cross promotion

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personal selling can take place in all of the following situations except

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through the newspaper

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one of the advantages of personal selling over other types of marketing communications is

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sales people can customize their message for a specific buyer

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as the marketing manager for a start up business software company katrina is deciding whether to hire a company sakes force. the bottom line influencing quatrains decision will be

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is a sales force worth more than it costs

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brandon is in the process qualifying leads he received from his home office. brandon will assess

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whether it is worthwhile to pursue these potential customers

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__ involves the planning, direction and control of personal selling activities including recruitment, selection, training, motivation, compensation and evaluation of members so the sales force

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sales management

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which of the following is NOT considered as one of the significant financial rewards for sales representatives?

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days off work

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social media

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offers more one to one ways to meet consumers than traditional marketing media

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using consumers to develop and market product is called

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crowdsourcing

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which of the following is an example of owned media?

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the Facebook page crated by thrifty market to let us know about daily specials

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all of the following are practical issued that marketing managers should consider when setting social media objectives except

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creating static messages to reach mass audiences

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sunlight bakery wantes to determine the conversation rate of its Facebook friends. To accomplish this the bakery should use

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social media measurement

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conversationalists are social media users who

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post status updates on social networking sites and microblogging services such as twitter

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__ is a company wide business strategy designed to optimize profitability, revenue, and customer satisfaction by focusing on highly defined and precise customer groups

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customer relationship management CRM

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customer relationship management is accomplished by all of the following except

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offering the lowest prices of all major competitors

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a company that has a __ customizes its product and service offerings based on date generated through interactions between the customer and the company

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customer centric focus

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__ is the process by which learned information from the customers is centralized and shared in order to enhance the relationship between customers and the organization

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knowledge management

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which of the following is an example of a channel through which customer data are traditionally gathered

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-store visits -conversations with salespeople -interactions via web -phone conversation

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__ involves developing product or service offerings customized for the appropriate customer segment and then pricing and communicating the offerings for the purpose of enhancing customer relationships

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campaign management

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which of the following is a common CRM marketing database application?

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-campaign management -designing targeted marketing communications -improving customer sercie -cross selling other product or service

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a print as for kraft capri sun drink packs says "take a sip of antioxidant protection" what kind of advertising appeal is this ad using

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health

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gucci, a very expensive brands of clothing and accessories, show beautiful women wearing its products in magazine ads. What kind of an advertising appeal is this

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vanity and egotism

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realemon juice relies on the slogan "fresh lemon taste made easy" what kind of an advertising appeal is this ad using

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convenience

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an ad for an AT master card offered zero percent interest on any balance transferred from another card by september 1, as well as no annual fee. what kind of advertising appeal is this

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profit

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mandy advertisements use celebrities that are linked by many people in hops that consumers will buy the product that the celebrity endorses. Using celebrities to influence consumers to buy the product is an example of which advertising appeal

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admiration

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tools for the public relations manager include all of the following except -press relations -sales -productoin publicity -lobbying -corpoate communications

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sales

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_____ is used by public relations specialists to handle the effects of unfavorable publicity

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crisis management

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