MK 12 Integrated Marketing Communications I

Question 1

AIDA Model

Answer 1

Awareness
Interest
Desire
Action

Question 2

Aided recall

Answer 2

When consumer know the brand when the name is given to them

Question 3

Top-of-mind Awareness

Answer 3

Consumer mention brand name when asked about product

Question 4

Channels used in IMC strategy

Answer 4

• online
• personal selling
• direct marketing
• advertising
• public relations
• sales promotion

Question 5

Objective-and-task Method

Answer 5

Establish a set of communication objectives
determine the best media to reach target
how much will it cost

Question 6

Rule-of-thumb Method

Answer 6

use prior sales and communication activities to determine the preset communication budget

Question 7

Impressions

Answer 7

Number of times an ad appears in front of a user

Question 8

Click-through rate (CTR)

Answer 8

The number of times a user clicks on an ad / the number of impressions.

Question 9

Return on Marketing Investment (ROMI)

Answer 9

= (Gross Margin - Marketing expenditure)/ (Marketing Expenditure)

Question 10

Steps in Planning and Executing an Ad Campaign

Answer 10

1. Identify the target audience
2. Set objectives
3. Determine Ad budget
4. Convey Message
5. Evaluate and Select Media
6. Create an Advertisement
7. Assess Impact

Question 11

Pull Strategy

Answer 11

get consumers to pull the product into the market channel by demanding it

Question 12

Push strategies

Answer 12

Focus on demand on wholesalers, retailers by pushing to consumers

Question 13

Informative Advertising

Answer 13

communication used to create and build brand awareness with the goal of moving the consumer through the buying cycle to purchase

Question 14

Persuasive Advertising

Answer 14

when the product has gained a certain level of awareness, used to motivate consumers to take action.
- Growth and early maturity phases, when competition most intense

Question 15

Reminder Advertising

Answer 15

remind or prompt repurchase

- gained market acceptance and in maturity phases

Question 16

Institutional advertisement

Answer 16

promotes a company, not intended to sell a product/ service

Question 17

Public Service advertising

Answer 17

focus on public welfare, sponsored by nonprofit

• inform, persuade on the betterment of society
• form of social marketing

Question 18

Unique Selling Proposition (USP)

Answer 18

a common theme or slogan in an advertising campaign

Question 19

Information Appeal

Answer 19

helps the consumer make purchase decisions by offering factual information that encourages consumers to evaluate the brand favorably

Question 20

Emotional Appeals

Answer 20

satisfy consumers’ empotional desires rather than their utilitairan needs

Question 21

Media Planning

Answer 21

process of evaluating and selecting media mix that will deliver a clear message to the audience

Question 22

Media mix

Answer 22

combination of media used and the frequency of advertising in each medium

Question 23

3 types if advertising schedules

Answer 23

continuous schedule
flighting
pulsing

Question 24

Continuous schedule

Answer 24

runs steadily throughout the year and suited for products that are consumed continuously at a steady rate (detergent)

Question 25

Flighting

Answer 25

periods of heavy advertising followed by periods of no advertising (Sunscreen)

Question 26

Pulsing

Answer 26

Combining continuous and flighting, increase during certain periods (Airlines, hotels)

Question 27

lift

Answer 27

additional sales caused by the advertising

Question 28

reach

Answer 28

percentage of the target population exposed to a certain marketing communication at least once within a certain time

Question 29

Frequency

Answer 29

of times reached target consumers are exposed to an ad within a certain time.

Question 30

Cost per Thousand CPM

Answer 30

total cost of ad/ targeted circulation *1,000

Question 31

Communication Process

Answer 31

Sender
Transmitted encodes messgage
Communications channel
Reciever decodes message