chapter 10 - april 4th Flashcards
1
Q
is the most visible way that that company communicates its strategies
A
Integrated Marketing Communication (IMC)
2
Q
defined as ‘an audience-driven business process of strategically managing stakeholders, content, channels, and results of brand
communication programs
A
Integrated Marketing Communication (IMC)
3
Q
- Budget available
- Stage in the product life cycle
- Type of Product and type of purchase decision
- Target market
- Characteristics and consumers readiness to purchase
- Consumers preferences for various media
- Regulataions, competitors, and environmental factors
- Availability of media
- Push vs pull strategy
A
Factors Affecting Promotional Choices
4
Q
name types of medium for promotion:
A
- tv
- radio
- magazines
- newspapers
- digital social media
- out of home bill boards
- direct mail
- media
5
Q
Websites
Customer service
Sales
packaging
A
owned media
6
Q
Advertising
A
paid media
7
Q
Social sites
Twitter
Youtube
Facebook
Instagram
A
shared media
8
Q
Word of mouth and PR
A
earned media
9
Q
- Coupons
- Sweepstakes or contests
- Premiums
- Samples
- Loyalty programs
- Point of purchase displays
A
B2B sales promotion
10
Q
- Trade shows and conventions
- Sales contest
- Trade and advertising
- Product demonstration
- Training
- Free merchandise
A
B2C sales promotion
11
Q
AIDA model?
A
- attention
- interest
- desire
- action
12
Q
- Senders first gain attention from consumers
- A multichannel approach increases likelihood the message will be received
A
attention
13
Q
- Customer must be persuaded
- Want to investigate product/service further
A
interest
14
Q
- After customer is aware, they must have desire
- From i like it - i want it
A
desire
15
Q
- Purchase is just one type of action
- What other actions can consumers be asked
A
action
