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Unformatted text preview: as a result of this ad. In terms of the communication process, this is the
Feedback is the response to the promotional message.
KEY: CB&E Model Strategy OBJ: 16-3 TOP: AACSB Reflective MSC: BLOOMS Application 138. Refer to Methodist Church. According to the AIDA concept, the ads must first:
create interest in the Methodist Church
draw attention to the Methodist Church
act on unfulfilled needs of the unchurched
augment current knowledge
create a desire to attend the Methodist Church
AIDA is attention, interest, desire, and action.
KEY: CB&E Model Strategy OBJ: 16-5 TOP: AACSB Reflective MSC: BLOOMS Application 139. Refer to Methodist Church. How might the United Methodist Church benefit from use of
integrated marketing communications (IMC)?
Ads built using the IMC concept are not as
closely regulated by the Federal Trade
Noise can be eliminated from the
communication channel with the use of IMC
Correct decoding is guaranteed with the
application of IMC concepts.
The application of IMC concepts allows
marketers to reach a more fragmented market.
None of these statements explains how the
United Methodist Church could benefit from
the use of IMC.
ANS: D Nothing can eliminate noise or guarantee correct decoding.
KEY: CB&E Model Strategy| CB&E Model Promotion TOP: AACSB Reflective
MSC: BLOOMS Application ESSAY
1. What is promotion? Why is it a vital part of a company’s marketing mix?
Promotion is communication by marketers that informs, persuades, and/or reminds potential
buyers of a product in order to influence an opinion or elicit a response. It is a vital part of the
marketing mix because few goods or services, no matter how well developed, can survive in the
marketplace without effective promotion. It also informs the consumer of the product’s benefits,
thus positioning it in the marketplace. The main function of promotion is to convince target
customers that the goods and services offered provide a competitive advantage over the
KEY: CB&E Model Promotion OBJ: 16-1
TOP: AACSB Analytic
MSC: BLOOMS Synthesis 2. The promotional mix is made up of a blend of four promotional tools. Name and briefly define
each of these four tools.
ADVERTISING is impersonal, one-way mass communication about a product or organizer that is
paid for by the marketer. Advertising is transmitted by different media, including television,
radio, newspapers, magazines, books, direct mail, billboards, and transit cards.
PUBLIC RELATIONS is the marketing function that evaluates public attitudes, identifies areas
within the organization the public may be interested in, and executes a program of action to earn
public understanding and acceptance. A solid public relations program can generate favorable
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This document was uploaded on 09/29/2013.
- Fall '13