exam 1; chapters 1-5

Question 1

What does IMC stand for?

Answer 1

Integrated Marketing Communications

Question 2

What does IMC involve?

Answer 2

Coordinating the various promotional elements and other marketing activities that communicate with a company’s customers.

Question 3

value definition

Answer 3

a customer perception of all the benefits of a product/service vs the costs of consuming

Question 4

4 p’s definition

Answer 4

product, price, place (distribution) and promotion

Question 5

brand identity

Answer 5

factors such as logo, symbols, design, product performance; builds relationships with consumers

Question 6

brand equity

Answer 6

trust in a brand; IMC plays a role in this

Question 7

branding pillars

Answer 7

what a company stands for; a strong brand consistently answers that question

Question 8

primary vs secondary research

Answer 8

Primary research is research you gather yourself
Secondary research is research others have gathered

Question 9

types of consumer insights

Answer 9

demographics, psychographics, lifestyle and behavior

Question 10

tools in promotional mix

Answer 10

advertising, direct marketing, digital marketing, sales promotion, publicity, professional selling

Question 11

advertising definition

Answer 11

any paid form of nonpersonal communication about a product/service by an identifiable sponsor; reaches large audiences

Question 12

direct marketing definition

Answer 12

organizations communicate directly to consumers to generate a response; mail, categories, telemarketing

Question 13

Digital Marketing definition

Answer 13

Interactive media allow for a two-way flow of communication whereby users can participate in and modify the form and content of the information they receive in real-time

Question 14

sales promotion definition

Answer 14

marketing activities such as coupons and samples that provide incentives to the consumer and sales force

Question 15

publicity definition

Answer 15

nonpersonal communications regarding an org, product, service NOT sponsored or controlled by org

Question 16

PR definition

Answer 16

the communication process that builds beneficial relationships between orgs and their consumers; sponsored and controlled by org

Question 17

personal selling definition

Answer 17

personal communication where the seller tries to persuade people to buy their product/service

Question 18

different types of touch points

Answer 18

• company created (advertisements)
• intrinsic (employee interactions)
• unexpected (word of mouth)
• customer initiated (customer contacts company)

Question 19

types of media

Answer 19

paid
owned
earned

Question 20

SWOT analysis

Answer 20

strengths, weaknesses, opportunities, threats

Question 21

strategy vs tactic

Answer 21

strategy: plan to achieve your goal (broad)
tactic: how to execute your plan

Question 22

market segmentation

Answer 22

dividing a marker into distinct groups to more efficiently market product to similar audiences

Question 22

geographic segmentation

Answer 22

division by geographic units

Question 23

demographic segmentation

Answer 23

division by sex, age, family size and income

Question 24

psychographic segmentation

Answer 24

division on personality and lifestyles

Question 25

behavioristic segmentation

Answer 25

division by product usage, loyalties and buying responses

Question 26

benefit segmentation

Answer 26

consumers look for products for their needs and wants

Question 27

external research companies for segmentation

Answer 27

VALS + PRIZM (psychographics) Nielsen (demographic)

Question 28

steps to select the target market

Answer 28

1) determine how many segments to enter 2) determine which segments offer the most potential

Question 29

undifferentiated market

Answer 29

involves ignoring segment differences and offering one product/service to the entire market

Question 30

differentiated market

Answer 30

marketing to many different segments

Question 30

concentrated market

Answer 30

one segment selected and a large part of the market is captured

Question 31

market positioning:

Answer 31

the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it apart meaningfully from the competition.

Question 32

salient attributes

Answer 32

things that are important to consumers for making a purchase

Question 33

branding

Answer 33

building and maintaining the brand identity of the company and its products/ services

Question 34

purpose of advertising

Answer 34

sell more product

Question 35

Maslow's hierarchy of needs

Answer 35

self-actualization esteem needs belongingness and love needs safety needs physiological needs

Question 36

participants in the IMC process

Answer 36

clients, advertising agencies, agencies of record, media organizations, specialized marketing communication services, collateral services

Question 37

advertising managers are responsible for

Answer 37

all promo activities except sales, the control the centralized system

Question 37

decentralized system is used when...

Answer 37

large companies with many divisions cannot manage all advertising under one system; brand manager does this job

Question 38

in house agencies

Answer 38

adv agency set up and run by advertiser; the industry is moving this way because cost-effective and product knowledge

Question 39

ad agencies

Answer 39

service org that specializes in planning and executing ad programs

Question 40

major holding companies

Answer 40

industry term used to describe the parent Advertising Agency companies that own smaller advertising agencies typically have an excess of $5 Billion dollars in gross worldwide

Question 41

types of ad agencies

Answer 41

Creative services: Create ads Copywrites: write headlines, subtitles, and copy management and finance: basic operating functions (accounting and HR)

Question 42

what is the traditional form of agency compensation?

Answer 42

commission system (15%)

Question 43

types of fee arrangement systems

Answer 43

fixed fee and fee commission combo

Question 44

cost plus agreement

Answer 44

client pays agency fee on an agreed upon profit margin

Question 45

incentive based system

Answer 45

agencies are compensated above costs if they exceed expectations

Question 46

consumer behavior def

Answer 46

process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services to satisfy their needs and desires

Question 47

what is motivation research

Answer 47

methods of research used to gain insight into consumer behavior

Question 47

stages of decision process

Answer 47

1. problem recognition 2. Information search 3. Alternative evaluation 4. purchase decision 5. post purchase evaluation

Question 48

what do advertisers try to understand

Answer 48

to understand specific needs consumers are trying to satisfy

Question 49

what is the evoked set and what does it do

Answer 49

evoked set is brands the consumer is aware of, once its established, evaluation begins of consequences and feelings

Question 50

what is the overall goal of a purchase decision

Answer 50

brand loyalty

Question 51

what kind of factors influence consumer decisions

Answer 51

external

Question 52

agency that offers its clients a full range of marketing, communications, and promotions services is a(n):

Answer 52

full service agency

Question 53

This communications model assumes consumers pass through a series of steps in sequential order from initial awareness of a product or service to actual purchase:

Answer 53

Hierarchy of effects model

Question 54

Thoughts the receiver has that are opposed to the position taken in advertised message are

Answer 54

feedback

Question 55

The coordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services or to promote an idea is considered

Answer 55

Promotion

Question 56

The document that the agency's creative department uses to guide the development of advertising ideas and concepts is the

Answer 56

creative brief

Question 57

What a product or service means to consumers and what they experience in purchasing and using it is

Answer 57

customer experience

Question 58

This statistical tool is used to develop an audience segmentation:

Answer 58

cluster analysis

Question 59

During the World Cup, McCann created a campaign for Coca-Cola that featured the soccer team from which country

Answer 59

egypt

Question 60

The creative team often includes a copywriter and a

Answer 60

art director

Question 61

Consumers choose whether or not to make themselves available to information. This is called

Answer 61

selective exposure

Question 62

In the Elaboration Likelihood Model, this route to persuasion is most effective when a consumer is in the market for a product

Answer 62

central

Question 63

When thinking about the stages in the consumer decision-making process, this stage that involves considering functional and psychosocial consequences

Answer 63

alternative evaluation

Question 64

During the post-purchase evaluation stage of the consumer decision-making process, consumers look for:

Answer 64

supportive information

Question 65

When competing against other "owned brands," it is important that brands make an effort to

Answer 65

not cannibalize each other

Question 66

The reward or favorable consequence associated with a particular response is a(

Question 67

Thoughts the receiver has that are opposed to the position taken in advertised message are:

Question 67

Consumers often try different brands due to their:

Question 68

The reinforcement of successive acts that lead to a desired behavior pattern or response is known as:

Answer 68

shaping

Question 69

The standard learning model, one of the alternative response hierarchies, posits that consumers' sequence is ordered as:

Answer 69

learn, feel, do

Question 70

An outside firm that specializes in the creation, production, and/or placement of the communications message and that may provide other services to facilitate the marketing and promotions process is an:

Answer 70

advertising agency

Question 71

Color can be associated with five brand personality dimensions which include all of the following except:

Answer 71

longing

Question 72

The person responsible for understanding the advertiser's marketing and promotions needs and interpreting them to agency personnel is the:

Answer 72

account executive

Question 73

Advertising targeted to marketing channel members such as wholesalers, distributors, and retailers is considered:

Answer 73

trade advertising

Question 74

The cost/benefit analysis in which consumers engage is known as the:

Answer 74

value equation