Chapter 1 study

Chapter 1 study - Chapter 01 - An Introduction to...

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Chapter 01 - An Introduction to Integrated Marketing Communications Chapter 01 An Introduction to Integrated Marketing Communications Chapter 1 – An Introduction to Integrated Marketing Communications - How was advertising seen in the past? How about nowadays? Why is it difficult to target audiences nowadays? - What factors contributed to the growth of advertising and promotion? - What is marketing? - What are the two basic elements in the marketing definition? What do they mean? - Give examples of types of benefits and costs (study the definition of value) - What is marketing mix and what are the crucial elements related to this concept? - How did the IMC approach function in the past and how does it work nowadays? - What is IMC? - Study the reasons for the growth of the IMC approach - What is the promotional mix? Explain each one of the six elements (advertising, direct marketing, interactive/marketing, sales promotion, publicity/public relations, personal selling) Multiple Choice Questions 1. (p. 4) With Google's Adsense online marketing, the company: A. avoided mass media boycotts B. facilitated the opportunity for low-tech media to reach non-target markets C. refined the concept of targeted advertising D. allowed advertisers to use an undifferentiated marketing strategy E. none of the above See opening vignette. 1-1
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2. (p. 5) Google's ability to track purchases made directly through Internet advertising fulfills marketers' dream of: A. integrating online advertising into the manufacturing strategy B. efficient supply-chain communication C. replacing internal analysis with external analysis D. mastering the marketing mix E. paying for the advertising that works See opening vignette. 3. (p. 5) Why are marketers decreasing their usage of advertising in mass media to reach their target market and increasing their use of integrated marketing communications? A. The mass market has become fragmented. B. The explosion of new technologies has given consumers greater control over the communication process. C. The use of the Internet and electronic commerce is growing. D. New global markets are emerging. E. All of the above explain the increasing reliance on integrated marketing communications.
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Chapter 01 - An Introduction to Integrated Marketing Communications 4. (p. 6) According to the text, why are marketers decreasing their usage of advertising in mass media to reach their target market and increasing their use of integrated marketing communications? A. The number of new products being introduced annually is growing. B. Advertising agencies find it easier to develop effective integrated marketing communications than to use mass media advertising. C. The product life cycle is becoming shorter. D.
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This note was uploaded on 03/19/2012 for the course ADV 3008 taught by Professor Julieterazo during the Spring '11 term at FIU.

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Chapter 1 study - Chapter 01 - An Introduction to...

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