Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

IMC Test #1 > Chapter 1 > Flashcards

Chapter 1 Flashcards

1
Q

types of promotional activities

A

direct marketing
event sponsorship
interactive marketing
PR

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

marketing

A

activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have a value for customers

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

exchange

A

something of value between parties

give something up to another party

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

benefits are

A

functional, experiential or psychological

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

costs

A

money or effort toward something

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

IMC

A

coordinate various promotional elements that communicate with firms customers. make sure activities are unified

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

IMC goal

A

short term financial returns, long term brand and shareholder value

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

promotion

A

coordination of all seller-initiated efforts to

  • set up channels of info and persuasion
  • sell goods and services or promote an idea
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

promotional mix

A

tools that accomplish an organizations communication objectives

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

elements of the promotional mix

A 
advertising
direct marketing
digital marketing
sales promotions
PR
personal selling
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

advertising

A

any paid form of nonpersonal communication about org

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

nonpersonal advertising

A

mass media
large groups see it
no immediate feedback

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

benefits of advertising

A

mass media = most cost-effective

build brand equity by influencing consumer perceptions

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

national advertising

A

done on nationwide basis/most regions in country

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

retail/local advertising

A

shop at specific store
use local service
patronize establishment

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

primary demand advertising

A

stimulate demand for general product class

17
Q

selective demand advertising

A

creates demand for specific company’s brand

18
Q

B2B advertising

A

targets individuals who buy/influence the purchase of industrial goods for their company

19
Q

professional advertsiing

A

target professionals, encourage to use company’s product in their business operations

20
Q

trade advertising

A

target MKT channel members to stock and promote the manufacturer’s branded products to their customers

21
Q

direct marketing

A

communicating directly with target customers to generate a response or transaction

22
Q

direct marketing involves

A

database management
direct selling
telemarketing

23
Q

direct response advertising

A

encourages the consumer to purchase directly from the manufacturer

24
Q

interactive media

A

allow user to modify form/content of their info they receive in real time

25
Q

social media

A

online means of communication to create/share/exchange content

26
Q

mobile marketing

A

messages delivered are specific to consumer location or consumption situation

27
Q

sales promotion

A
  • stimulate immediate sales

- MKT activities which give extra value to sales force, distrib, and consumer

28
Q

is brand loyalty increasing or decreasing

A

decreasing

29
Q

is consumer sensitivity to promotional deals increasing or decreasing

A

increasing

30
Q

publicity advantage

A

high credibility and low cost

31
Q

publicity disadvantage

A

organization doesn’t control it

negative stories can damage

32
Q

PR

A

evaluates public attitudes and maintain positive image

33
Q

contact/touch point

A

every opportunity customer has to see/hear about company

34
Q

4 types of contact/touch points

A

company created
intrinsic
unexpected
customer-initiated

35
Q

MKT plan

A 
situation analysis
MKT objectives
target market
strategy
evaluate performance
36
Q

internal analysis

A

assess firm and areas involving product/service offering

37
Q

external analysis

A

focus on characteristics of firm’s customers, segments, positioning and competitors

38
Q

MKT objectives

A

determine what wants to get done with MKT program (sales, share, profit)

39
Q

COM objectives

A

determine what firm wants done with promotional program

IMC Test #1 (5 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions