Test 4 Review

Test 4 Review - Chapter 15 Review Questions Integrated...

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Chapter 15 Review Questions Integrated Marketing Communications (IMC) TERMS YOU WILL BE HELD RESPONSIBLE FOR THE FOLLOWING MATERIAL: IMC encompass what? How does IMC relate to the 4 Ps? Why is it important? What does it provide? What are the three elements in an IMC strategy? o Clarity, consistency, maximum impact What and who is involved in the communications process? What does each entity entail? What is important for marketers to understand when it comes to how consumers perceive communications? What is the AIDA model and what does it suggest? What is entailed in each step of the mental stages? What is the lagged effect? Why is it important to understand? o No immediate effect, repetition might be needed What are the six types of communication elements discussed in the book as being part of an IMC strategy? What are the definitions of each? What are the advantages and disadvantages of each? What are examples of each (i.e. tools)? When measuring success, what is important when setting strategic goals? o Outcome they are hoping to achieve o Short/long term o Defined and measured o Budget What are types of methods used to plan a marketing communications budget? What do they entail? o Objective and task 1. Set objective 2. Determine what you need 3. Choose media 4. Estimate costs o Rule of thumb (easiest to do) 1. Look at current market share 2. Forecast sales 3. Create budget after operating costs How do marketing communications managers state their media objectives? What does this entail? o Frequency – how often audience is exposed to a communication o Reach - % of the target population exposed at least once o Gross rating points – frequency x reach o Deal with lagged effect How do marketers measure communications online? What does each entail? o Web tracking software – time spent on web pages and # of pages viewed
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o Click through tracking – how many times a banner is clicked o Online couponing – print a coupon off and redeem in store o Online referring – fill out form and are referred to an offline deal What is commercial speech? What is non-commercial speech? o Commercial – economic motivation, persuade to purchase o Non commercial – no economic motivation, 1 st amendment (PR) What is stealth marketing? o Deliver sales message in unconventional ways o Customers don’t realize it has selling intent What is viral marketing? o Encourage people to pass along message to other consumers What are the caveats marketers must keep in mind when putting together an IMC strategy? o Consumers bombarded with messages o Confusion of company images, brand positions, and customer relationships o Failed integration – lost opportunity
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Chapter 16 Review Questions TERMS Advertising – a paid form of communication from an identifiable source, delivered through a communication channel, designed to persuade the receiver to take some action,
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Test 4 Review - Chapter 15 Review Questions Integrated...

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