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Marketing Final Exam

16 3 top aacsb reflective msc blooms application 138

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Unformatted text preview: as a result of this ad. In terms of the communication process, this is the desired: a. noise b. encoding c. reception d. channel e. feedback ANS: E Feedback is the response to the promotional message. PTS: 1 REF: 254 Thinking 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: a. create interest in the Methodist Church b. draw attention to the Methodist Church c. act on unfulfilled needs of the unchurched d. augment current knowledge e. create a desire to attend the Methodist Church ANS: B AIDA is attention, interest, desire, and action. PTS: 1 REF: 257 Thinking 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)? a. Ads built using the IMC concept are not as closely regulated by the Federal Trade Commission. b. Noise can be eliminated from the communication channel with the use of IMC concepts. c. Correct decoding is guaranteed with the application of IMC concepts. d. The application of IMC concepts allows marketers to reach a more fragmented market. e. 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. PTS: 1 REF: 263 OBJ: 16-7 Thinking 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? ANS: 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 competition. PTS: 1 REF: 249 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. ANS: 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 publicity...
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