Aacsb analytic blooms apply difficulty 3 hard

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AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 16-04 Explain the various ways used to allocate the IMC budget. Topic: Planning For and Measuring IMC Success 142. (p. 350) Julie is developing a budget for her firm's IMC program. First, she decides what she wants to accomplish. Then she chooses media, and finally she determines the cost for each product to be promoted. What type of IMC budgeting process is Julie using? She is using an objective-and-task method. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 16-04 Explain the various ways used to allocate the IMC budget. Topic: Planning For and Measuring IMC Success 143. (p. 351) Tom asks you how to measure gross rating points and how to compare results from various media. How would you respond? Gross rating points are calculated by multiplying the reach (the percentage of the target population exposed to the message) by the frequency, which is how often the audience is exposed to the message. GRP can be measured for print, radio, or television, but should not be compared across media. AACSB: Analytic Blooms: Understand Difficulty: 3 Hard Learning Objective: 16-05 Identify marketing metrics used to measure integrated marketing communications (IMC). Topic: Planning For and Measuring IMC Success
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144. (p. 339- 340) List the steps in the AIDA model and explain why each step is important to marketers. Awareness--in this step, marketers are looking to gain brand awareness and top of mind awareness to ensure that a consumer will think of a specific brand name first when they are asked about a product or a service. Interest--in this step, marketers try to convince consumers that the product is worth investigating. They do so by ensuring that the ad's message includes attributes that are of interest to the target audience. Desire--marketers want consumers to move from "I like it" to "I want it." They do this by emphasizing product benefits and encouraging consumers to demand access to the product or service. Action--the ultimate goal for marketers is to have consumers search for the product and make a purchase. AACSB: Analytic Blooms: Analyze Difficulty: 3 Hard Learning Objective: 16-02 Explain the four steps in the AIDA model. Topic: Communicating with Consumers 145. (p. 352) If sales revenue for Becky Balloon's was $35 a day and the advertising cost was $10, what would be the return on investment? ROI = Sales Revenue - Advertising cost/Advertising cost = (35-10)/10 = 2.5 = 250% The return would be 250%. AACSB: Analytic Blooms: Analyze Difficulty: 3 Hard Learning Objective: 16-02 Explain the four steps in the AIDA model. Topic: Planning For and Measuring IMC Success 146. (p. 351) If you were advertising your company's watches in Vogue magazine and you had 5 ads in the magazine, how would you calculate your gross rating points (GRP)? The GRP is equal to reach times frequency. If you were to have 5 ads in Vogue, you would multiply the reach by five to get GRP.
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