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bases the budget on either the firm’s share of the market in relation to competition, a fixed % of forecasted sales or what is left after other operating costs and forecasted sales have been budgeted. “Answer: use prior sales and communication activates to determine future budget”Frequency: how often audience is exposed to a communication within a specified period time. “An ad for Bud Light ran six times” “When Apple’s famous 1984: One”Reach: describes the percentage of the target population exposed to a specific marketing communication (such as advertisement, at least once).Gross rating points (GRP):represents reach (percentage of the target population exposed to the message) multiplied by frequency (how often the audience is exposed to the message).Reach X Frequency= Gross rating pointsBrand Awareness: potential customers ability to recognize or recallthe brand name. “Lars wants to purchase a gift”Aided recall:when consumers indicate they know the brand when the name is presented to them. “Sally could recall the brand of toothpaste” “Cheryl asked Nadia”Top-of-mind:highest level of awareness occurs when consumer mentions the brand name first when asked about a product.
1. Though a picture may be worth a thousand words, the most important facet of encoding is not what is received but what is sent(FALSE2. The sender of an integrated marketing communication controls the meaning individual receivers take from the message (3. In the communication process of marketing communications, the marketing departmentoften functions in the role of transmitter ()4. Top-of- mind awareness is when consumers indicate that they know the brand when the name is presented to them (5. After seeing advertisements for the Toyota Prius, Joel becomes interested and does some Internet research. However, after seeing the price for a new model, he decides to purchase a Ford Fusion instead. This is an example of the lagged effect. (6. The cost of communicating directly with a potential customer is low compared with other form of promotion (7. In the IMC communication process, the _____________________ is the mediumthat carries the message. 7. Marketers spend hundreds of millions of dollars annually creating and promoting symbols, colors, and images that make it easier for consumers to recognize the company, its brands or its products. These efforts facilitate ________________ in the IMC process.