Exam Term 4 Flashcards
(151 cards)
1
Q
WHAT is Integrated Marketing Communication?
A
An approach to create an experience for customers to interact with the brand
2
Q
“To ensure all messaging & communication strategies are consistent across all channels and cantered on the customer” is considered What, why, or how?
A
Why
3
Q
“Combining all aspects of marketing communication so it can work together” is what, how or why?
A
How
4
Q
What is the planning system for Marketing Communication?
A
SOSTAC Planning System
5
Q
What does SOSTAC Planning System consist of?
A
S: Situation Analysis O: Objectives S: Strategy T: Tactics A: Action C: Control
6
Q
Select the FALSE options of the final deliverables of IMC Plan!
a. Communication Plan
b. Communication Objectives
c. Target Audience
d. Communication Goals
e. Strategic Approach
f. Analysis Market
g. Creative Concept & Messaging
h. Communication Mix
i. Communication Tool
j. Organisation
A
A & F
7
Q
In communication objectives there are 2 approaches, what are they?
A
Branding & Advertising
8
Q
In communication objectives, we use ……. as an approach to see the communication effect. What is the dot?
A
AIDA Model
9
Q
We use AIDA Model to see?
A
The impact/effect we want to achieve with communications
10
Q
What does AIDA stand for?
A
A: Attention
I: Interest
D: Desire
A: Action
11
Q
“To position the service as the friendliest in the market within a 12-month period among 70% of heavy chocolate users” is a statement of?
A
Communication Objective
12
Q
What is the template for communication objectives in a sentence?
A
The impact, %, time, event, users
13
Q
What does strategic approach mean?
A
Strategic approach is how the objectives will be achieved
14
Q
Strategic Approach consists of?
A
Brand positioning & communication approach
15
Q
What does marketing objectives mean?
A
All about targeting sales numbers
16
Q
What does marketing objectives intend to?
A
Targeting all about sales numbers in a period of time (Growth Oriented)
17
Q
There are 2 approaches to see the mental stages in communication objectives, what are they?
A
DAGMAR & AIDA
18
Q
What does DAGMAR stand for?
A
Designing Advertising Goals to Measure Advertising Responses
19
Q
What are the 4 stages in DAGMAR?
A
Awareness -> Comprehension -> Conviction -> Action
20
Q
What is KPI Pyramid?
A
A way to categorise different objectives for different parties in a company
21
Q
There are 3 parties in KPI Pyramid, what are they? (primary, secondary, user objectives)
A
- Primary Objectives: C-Suite
- Secondary Objectives: Managerial
- Users Objectives: Analytics Team
22
Q
Page views, duration, key phrases, top content, top landing pages, page rank, engagement, followers/likes, comments, shares, costs per visitor & like
Above are the objectives for what party & considered as what objective in a company?
A
Analytics Team, Users Objective
23
Q
ROI, Sales, Market Share, Acquisition vs Retention, NPS, Sentiment Score
Above are the objectives for what party & considered as what objective in a company?
A
C-Suite, Primary Objective
24
Q
Visits, Visitors, Conversation rates, Subscribers/Customers, Orders, Cost per visitor/lead/order/customer acquired
Above are the objectives for what party & considered as what objective in a company?
A
Managerial, Secondary Objective
25
What are the 4 stages in Sales Funnel from the top to bottom?
1. Visitors
2. Prospects
3. HOT Prospects
4. Customers
26
In communication objectives, there is the term AIDA. Along with AIDA, there's also 3Ms to measure communication objectives. What do 3Ms consist of?
1. Men & Women (Human Resource)
2. Money
3. Minutes
27
In advertising, there's PRE and POST digital advertising, mention 3 of each characteristics of them!
1. Pre-Digital Ads: traditional media, targeting the masses, only to create ads
2. Post-Digital Ads: Multi-channel delivery, targeting individuals, different message voices
28
There are 2 alternatives of the interruptive styles of advertising, what are they?
Traditional Media and Digital Advertising
29
"The ads blended with the experience" is a definition of which Alternative to interruptive styles of advertising?
Digital Advertising
30
What is the style of advertising in Traditional Media?
The ads don't interrupt the experience
31
What are 2 examples of advertising style in traditional media?
Product placement & sponsored content
32
What are 2 examples of Digital Advertising?
Youtube & Instagram Ads
33
Why digital advertising is popular nowadays?
a. Able to measure performance effectively
b. Not cheap
c. Reflects consumer media consumption habits
d. More effective in targeting specific audiences
e. Doesn't allow to store data to targeting ads
A, C, D
34
There are 5 types of Digital Advertising, what are they?
1. Contextual Advertising (Behaviour)
2. Location Advertising (Proximity)
3. Remarketing/Retargeting
4. Native advertising
5. User-Generated Advertising
35
What are the 3 most striking differences between Geotargeting & Geofencing?
1. Geotargeting: targets specific users location
Geofencing: Symbolises a fence that targets a much specific zone
2. Geotargeting: uses IP Address to detect location
Geofencing: uses GPS to detect location
3. Geotargeting: SPECIFIC users criteria/characteristics
Geofencing: Not differentiate specific users
36
How does contextual advertising work?
It matches the ads with the content that is being displayed to the viewers & based on the identity of the viewers
37
"Integrates mobile advertising with location-based services" is what type of digital advertising?
Location-Based Advertising
38
What are the 3 different types of location-based advertising?
Geotargeting, Geofencing, Beaconing
39
Little physical objects that can be placed to enables unprompted messages to be sent to your mobile as you move around either outside or inside a store is called?
BEACONING
40
Is this statement true?
| "Beaconing use WIFI to detect users devices"
FALSE.
| It uses BLUETOOTH to detect users devices
41
There are 2 conditions of how to deliver Remarketing/Retargeting to the users. What are 2 of the conditions?
1. Deliver to previous visitors of our site
| 2. Deliver to people who are searching similar products to ours
42
An online advertising that looks like editorial, blends in on the website, and called sponsored content in an article/website is called?
Native Advertising
43
What does User Generated Ads mean?
Users are invited to create an ad for the brand
44
Native advertising is also called as?
sponsored content in articles/websites
45
An internet user -> visits your site -> leaves your site -> your ad will appear on other sites -> your ad captures their interest -> user converts into a loyal customer
Above is the scenario of which type of digital advertising?
Remarketing/Retargeting
46
Programmatic advertising means?
How digital advertising is bought & sold
47
What are the steps of buying & selling digital advertising space?
1. Publishers with ad inventories sell the spaces to advertisers
2. Advertisers bid through RTB Platform (managing inventory of ad)
3. Advertisers bid for those spaces via real-time auction
48
What does RTB stand for & mean?
Real-Time Bidding, is an ad space from publishers on a cost per mille (CPM) basis
49
What does FILMSTRIP ad look like? IMAGINE & match with the correct answer in your notes!
check notes
50
What does adhesion banner ad look like? IMAGINE & match with the correct answer in your notes!
check ur notes
51
What does SLIDER ad look like? IMAGINE & match with the correct answer in your notes!
check ur notes
52
What does PUSH ad look like? IMAGINE & match with the correct answer in your notes!
check ur notes
53
There are 3 youtube video ad formats, what are they? EXPLAIN EACH OF THEM
1. Skippable: can be skipped
2. "Bumper": 6 seconds non-skippable
3. Non-Skippable: 15-30 seconds non-skippable
54
A marketing technique that places ads and unusual objects in unusual locations to catch consumers' attention is called?
Ambient Media
55
Advertising is changing, but the purpose remains the same. What is the purpose of advertising?
Inform, persuade, and remind
56
- Customers are driven by habit and that advertising reinforces rather than drives initial sales
- Advertising could increase/maintain awareness & knowledge, but only for those brands that customers were already buying/have prior knowledge of
Above are the statements related to?
Weak Theory of Advertising
57
Who coined the Weak Theory of Advertising?
Prof. Andrew Ehrenberg
58
Prof. Endre Ehrenberg invented the ATR Model, what does it stand for?
Awareness - Trial - Reinforcement
59
Some watch main events on TV and extend the show via social media. That condition is called?
Second Screen
60
In the marketing book, there are 3 types of media. What are they?
Owned, Earned, and Paid Media
61
- Engagement, word of mouth (comments, shares)
- Have little control
- Triggered by marketing content & social media messages
Above are the characteristics of which type of media?
Earned Media
62
- More control
- Faster way to spread message
Above are the characteristics of which type of media?
Paid Media
63
- Your own channels/media
- Have control over your message
Above are the characteristics of which type of media?
Owned Media
64
Website, Email, Podcast, Social media post, live events are all examples of which type of media?
Owned Media
65
Social media ads, display ads, paid search, sponsorships, retargeting are all examples of which type of media?
Paid Media
66
Mentions, shares, reviews, reports are all examples of which type of media?
Earned Media
67
A man updates “Just got engaged!” will be served ads about wedding venues is the example of which type of digital advertising?
Contextual Ads
68
If you visited PRIMARK, a PRIMARK website banner ad will pop up when you visit other sites to lure you back to them is the example of which type of digital advertising?
Remarketing/Retargeting
69
- It matches your audience list with its own database to create lookalike audiences
- Used to target similar users with similar characteristics in common with your audience
Above are the characteristics of which type of data driven ad campaign?
Custom Audience
70
There are 2 types of target audience in google/FB ads based on the book, what are they?
Warm & Cold Audience
71
Have NOT visited your website is called warm/cold audience?
Cold audience
72
What does warm audience mean?
Audiences that have already visited your site
73
- Abstract, unconventional, not using the audience/product in the ads
- Doesn’t promote a brand’s values nor have any apparent link to the brand can work but has a relevant expressions or emotions inside the ads
Above are the characteristics of which type of creativity in ads?
postmodern ads
74
- Blends in editorial or content
- Looks like normal posts or updates from your friends and followers
What is the type of digital advertising that match to the above descriptions?
Native advertising
75
What is the function of Public Relations?
To maintain & develop a good relationship with different publics
76
There are many branches of public relations, one of them is product PR. What does it mean?
It focuses only on market, customers, distributors, and competitors
77
Products PR uses the tool or technique of?
Publicity
78
Unpaid promotion done by third party and involves circulation of NEWS or information is called?
Publicity
79
Select 5 correct characteristics of Publicity!
a. Paid promotion
b. Short-Term news
c. Uncontrolled message
d. Low credibility
e. Messages can be + or -
f. Third party involvement
B, C, E, and F
80
There are 5 different tools of Public Relations, what are they?
1. Media Relations
2. Press Conferences & Interviews
3. Publicity Stunts
4. Viral marketing
5. Events
81
What does Media Relations do?
All about having a reliable relationships with relevant media to distribute your story
82
Choose the correct answers of how Media Relations distribute their story with:
A. Free publicity websites
B. Unprofessional Youtube Channels
C. Traditional media outlets (offline & online)
D. Bloggers & Influencers
E. Company’s own website & media channels
A, C, D, E
83
- Used to release information to journalists, newspapers, blogs, radio, and TV stations
- Pre-prepared press packs, ideally rehearsed Q&As
- Key staff need to be trained for press interviews
Above are the explanations of which type of PR Tool?
Press Conference & Interviews
84
Something done just to get the attention of the public by providing unique, catch attention, tap into the right emotions, value consistent tactics, with higher risk of error than the other tools is referred as which type of PR Tool?
Publicity Stunts
85
Select which ones are the contents done by Public Relations!
a. Instagram Post
b. Media Releases
c. Editorial Content
d. Blogspot
e. White Papers
f. Photography
B, C, E, and F
86
An official statement delivered to members of the news media for the purpose of providing information, creating an official statement, or making an announcement directed to the public is called as which type of PR Content?
Media Release
87
What does Editorial Content mean in PR Content?
A content that's published to inform, educate, or entertain the readers and NOT TO SELL
88
- A deeply researched report on a specific topic that presents a solution to a problem
- Written by a company to illustrate their knowledge & expertise through facts & evidence
- It should not advertise or endorse a company’s product
Above are the descriptions of which type of PR Content?
White Paper or Research Report
89
What does Direct Marketing mean?
It's any marketing communications tools that interact DIRECTLY with customers WITHOUT advertising middleman
90
What are the 3 key methods of Direct Marketing?
Phone, Email, Post
91
Businesses send letters, postcards or other printed promotional materials to past, current or potential customers or clients is an example of?
Direct Marketing
92
What are the 4 success factors of direct mail?
1. Unique
2. Fun Effect
3. Want to Keep
4. Strong CTA (Call to Actions)
93
The key to long-term success of Publicity & Public Relations is to develop .... before raising ....
Fill-in the dots above!
To develop CREDIBILITY before raising VISIBILITY
94
In direct marketing, there are 2 objectives of it. What are they?
Customer acquisition & Customer retention
95
In customer acquisition of Direct Mail objective, there are 3 techniques inside of it. What are they?
Cold Email, Co-Branded Email, Third Party Newsletters
96
- The recipient receives & agrees for an opt-in email from an organisation
- Important to use ‘statement of origination” as not spam email
- Have a higher CPA (Cost Per Acquisition)
Above are the characteristics of which type of Customer Acquisition technique in Direct Mail objective?
Cold Email
97
What is Personal Selling?
one person tries to convince customers in buying the product
98
Select which of the options below are correct regarding pre-purchase activities in functions of selling!
a. Forecasting
b. Sell
c. Gather intelligence
d. Customer care
e. Feedback mechanism
f. Build relationships
g. Consultative function
B, C, F
99
There are 5 steps in managing the sales force, mention each of them!
Recruiting, Training, Motivating, Controlling, Time
100
What is salesforce?
the management employee responsible for making the sales
101
There are 4 types of salespeople, what are they?
Closing, Consultative, Relationship, Display
102
Understanding needs, attention to detail, sales focus are characteristics of which type of salespeople?
Consultative
103
Explain what closing salespeople is!
- No time!
- Establish need quick!
- No fear of rejection
104
This business depends on long-term relationship & trust
Above are the explanation of which type of salespeople?
Relationship
105
Explain what display salespeople is!
- Retail staff
- Helping customers
- no commision
106
Sales promotions targeted at the consumer are called?
Consumer sales promotions
107
What does SALES PROMOTIONS mean?
A marketing strategy where the product is promoted using temporary campaign/initiatives to increase demand & sales
108
# Choose the FALSE statement regarding personal selling!
a. Have to invest in managing a team
b. Works well for complex products
c. Building relationships
d. Cheap to undertake
e. Can't spread message very quickly
f. Gathering intelligence
D. NOT CHEAP BUT EXPENSIVE
109
Sales promotions targeted at retailers and wholesale are called?
Trade sales promotions
110
There are 4 Consumer types that respond to Promotions. What are they all called?
1. Promotion-prone consumers
2. Brand Loyal
3. Brand Preferred
4. Price Sensitive
111
a luck-based promotion with winners chosen at random is called?
sweepstakes
112
a discount given to a customer at the time of purchase, or money sent to a customer after they've paid the full price is called?
rebates
113
sampling, sweepstakes, contests, premiums are very good sales promotion strategies for what type of buyer? (price sensitive etc)
Brand preferred
114
Loyalty marketing & bonus packs are great ways to promote products to what kind of buyer?
Brand Loyal
115
Trade deals & price-lowering promotions are great ways to promote products to what kind of buyer?
promotion-prone consumers
116
Coupons, price-off, packages, refunds, trade deals are very good sales promotion strategies for what type of buyer?
price sensitive
117
Selling has moved away from recruiting and training combative salespeople, into ‘customer servants.’ Selling today is more about ... and .....
partnering AND relationship building
118
The function of selling is not only to sell, but ?
gather intelligence & relationship building
119
Is responsive or prescriptive selling technique work best and enhance purchase rates?
Prescriptive selling
120
What does prescriptive selling mean?
Giving a recommendation to customers backed with reasons WHY it's the best solution for them
121
What does KAM (Key Account Management) mean?
KAM is managing the most important customer relationships
122
It forces marketing and sales teams to work together to deliver personalized account-specific messaging for each client. This is called?
a. Co-Branded Email
b. Product PR
c. Key Account Management
d. Sales force
e. Account-Based Marketing
E. Account-Based Marketing
123
Managing the most important customer relationships is called?
Key Account Management
124
What are the 3 important knowledge the Professional Salesperson must have?
The knowledge of: Product, Market, and Company
125
What does SPONSORSHIP mean?
A form of promotion where a firm provides money or other resources to support an event/organisation/people in order to obtain publicity in return
126
There are 4 types of Sponsorships, what are they?
1. Financial sponsors
2. In-Kind sponsors
3. Media sponsors
4. Promotional sponsors
127
what does in-kind sponsors mean?
we provide goods or services to support an event
128
Individual people who have a large following on social media can promote your organisation's event to their individual fan base is a type of which sponsorship?
Promotional sponsors
129
To provide financial aid in securing media coverage for your event, for example to pay for an advertisement in a local paper or cover the cost of filming a TV commercial is which kind of sponsporship?
Media sponsors
130
The only medium that brings the whole market together –buyers, sellers and competitors – all under one roof for a few days is called?
Exhibitions
131
Everything you do to promote and sell your products once the potential customer is in (inside or outside) your store is called?
Merchandising
132
1. Presenting products in a visually favourable light, to try and encourage purchases
2. Products/services available for sale, typically in a retail (online/offline) setting
3. Challenge for retailers is how to add value to the customer experience when inside the store
Above are the descriptions of what?
Merchandising
133
Which of these options are not included in merchandise tools inside the Retail strategy?
a. Packaging display
b. Store layout
c. Colour blocking
d. Store Image
e. Merchandise Ranges
f. Online merchandising
g. Point-of-sale displays
h. Retail sale promotions
A and F
134
"The silent salesman" is referred to?
Packaging
135
There are 3 basic functions of packaging, what are they?
Protect, convenience, communicate
136
Select which one is incorrect regarding packaging communication objectives!
a. Grab attention
b. Build brand personality
c. Decrease loyalty
d. Inform how to best use the product
e. Convince the promise match with contents
C
137
There are 6 variables/tools a designer can use, select the correct ones!
a. Logo
b. Shape
c. Size
d. Colour
e. Brand claims
f. Graphics
g. Materials
h. Smell
B, C, D, F, G, H
138
There are 4 ways to make a successful website, what are they?
1. Drive traffic using SEO
2. Enhance quality customer experience
3. Convert visitors into customers
4. Convert customers into lifetime customers
139
In internet marketing, there are 2 branches, what are they?
Search Engine Marketing (SEM) & Social Media Marketing (SMM)
140
In Search Engine Marketing (SEM) there are 2 branches, what are they?
Search engine optimisation (SEO) & Search engine advertising (SEA)
141
Social media marketing divided into two parts, what are they?
Social media advertising (SMA) & social media optimisation (SMO)
142
For SEO there are 3 areas we need to focus on, mention each of them!
1. OnSO (On Site Optimisation)
2. OffSO (Off Site Optimisation)
3. Technical SEO
143
What does Search Engine Advertising (SEA) mean?
We pay to make our website VISIBLE on the search engines (Pay per clicks)
144
A form of Internet marketing that promotes websites by increasing their visibility in search engine results pages (SERPs) that is done by a combination of ORGANIC & PAID – aka EARNED & PAID is?
Search Engine Marketing (SEM)
145
The pages displayed by search engines in response to a query by a searcher is called?
Search Engine Result Pages (SERPs)
146
- Techniques to boost your rankings in search engine (unpaid)
- A way to influence where your website will sit within the organic search results
Above is the descriptions of?
SEO (Search Engine Optimisation)
147
What does SMM (Social Media Marketing) mean?
We create ads on social media to boost posts (pay per clicks)
148
Specific words/phrases that you think your potential visitors might use in a search engine hoping to find a site like yours is called?
Targeted Keywords
149
The practice of increasing the quantity and quality of traffic to your website through organic search engine results is called?
SEO (Search Engine Optimisation)
150
All the things that you can do so that search engine spiders can crawl your website more easily refers to?
a. SEM
b. SEO
c. SEA
d. OnSO
e. Technical SEO
E. Technical SEO
151
Which of these options are the SEO recipe to boost ranks in SERPs?
a. Images on sites
b. Titles
c. Words
d. Tagline
e. Links
f. Words in Links
g. Reputation
B, W, E, F, G
