The Promotional Mix Elements Working Together (11)

Question 1

All of the pieces should ______ to promote the product.

Answer 1

coalesce

Question 2

What is integrated marketing communications?

Answer 2

a cohesive combination of marketing communications activities, techniques, and media designed to deliver a coordinated message to a target market with a powerful or synergistic effect, while achieving a common objective or set of objectives.

Question 3

a cohesive combination of marketing communications activities, techniques, and media designed to deliver a coordinated message to a target market with a powerful or synergistic effect, while achieving a common objective or set of objectives is called…

Answer 3

Integrated marketing communications

Question 4

What is IMC designed to deliver?

Answer 4

a coordinated message to a target marker

Question 5

what comprises IMC?

Answer 5

it is a cohesive combination of marketing communications activities, techniques, and media

Question 6

What is a well-known theory of how consumers decide on a product?

Answer 6

the AIDA model

Question 7

what are the elements of the AIDA model?

Answer 7

1. attention 2. interest 3. Desire 4. action

Question 8

what does the AIDA model theorize?

Answer 8

that consumers first become aware of a product (a stimulus) and move through the four stages until they take action and purchase (a response)

Question 9

In the attention phase, the consumer becomes _____ of a product, sometimes through promotion

Answer 9

aware

Question 10

How does a consumer become aware of a product?

Answer 10

through promotion

Question 11

In which stage of the AIDA model does a consumer become aware through promotion?

Answer 11

attention

Question 12

In the interest phase the consumer wants to ______ about the product, attributes, and benefits

Answer 12

learn

Question 13

in which stage does the consumer want to learn about the product, attributes and benefits?

Answer 13

interest

Question 14

In the desire phase the consumer develops a _____ view of the brand

Answer 14

positive

Question 15

In the desire stage is the view the consumer has of the product positive or negative?

Answer 15

positive

Question 16

In the action action phase the consumer wishes to _______ the brand, looks at options, and purchases

Answer 16

purchase

Question 17

In the action stage, does the consumer actually purchase the brand or just wish to purchase it and investigate further?

Answer 17

latter

Question 18

How long ago was the AIDA model developed?

Answer 18

over 100 years ago

Question 19

What does the AIDA model closely line up/correspond with?

Answer 19

the buyer behavior process