Integrated Advertising, Promotion, and Marketing Communications
IMC is the coordination and integration of all mktg comm. Tools, avenues, and sources
within a company into a seamless program which maximizes the impact on consumers and
other end users at a
MKTG Chapter 1 Notes
Marketing creating, communicating, delivering and exchanging
offerings that have value for customers, clients, partners and society at
Positively reinforcement vacations (things you like)
Negatively reinforcement insurance,
MKTG 230 Chapter 3 Notes
Leveraging brand equity the additional value that a product gets
because of the brand.
Identifying and responding to major macro-environment forces
Household patterns - poverty over time
Marketing- Chapter 8 notes
Process of defining a marketing problem and opportunity,
systematically collecting and analyzing information, and
1. Define problem
Chapter 6 notes
Marketing of goods and services to companies, governments, or
not-for-profit organizations for use in creation of goods and services that
they can produce and market to others
Those manufacturers, w
Chap 10 notes
A good, service, or idea consisting of a bundle of tangible and
intangible attributes that satisfies consumers needs and is received in
exchange for money or something else of value
Tangible attributes that a consumers 5 senses
Chap 11 notes
Product life cycle
Describes the stages a new product goes through in the
o When product is introduced to intended target market
o Rapid increases in sales
o Slowing of total industry sales or
Chapter 7 notes
GDP (Gross Domestic Product)
Monetary value of all goods and services produced in a country
during 1 year.
Balance of trade
Difference between the monetary value of a nations exports and
Exports > Imports = surplus
Exports < Import
Chapter 2 notes
-Public- distributed in dividends
-Private- can have shares; exclusive group of people
-Nongovernmental organization that serves customers but does NOT profit as
an organizational goal.
Chapter 3 notes
total amount of money made in 1 year by a person, household, or
Net/ Disposable incomeo
amount of money your check actually reads; money left over
after paying taxes to use for necessities
Chapter 4 notes
Employees who report unethical or illegal actions of employers.
Personal moral philosophy that considers certain individual rights
or duties as universal, regardless of outcome.
Chapter 5 notes
The actions a person takes in purchasing and using products and
services, including mental and social processes that comes before and
after these actions.
Purchase decision process
Stages a buy
The information on the website did not change my perception of tattoos at all because of
my own preconceived notions. The website did enlighten me because it provided information
about tattoos that many tattoo artist should know before doing tattoos. F
1. As an advertising executive who is working with a creative, which advertising
theory do you think best fits the release and subsequent advertising for Kindle?
2. What should be the leverage point in a commercial for kindle?
A leverage point
Case 1: Nikes Dilemma
3. Should Nike try to develop new brands to accompany the Crush, ONE, Power Distance, Hole
in One and Juice Plus 312 balls? If so what kinds of brands should be introduced?
The best bet for Nike would be developing a golf ball that i
Advertising Appeals: the type of appeal should be based on a review of the creative brief, the
objective of the ad and the means end chain to be conveyed.
Fear- ex. Insurance companies, toothpaste, dandruff, mouthwash
1. What are (IN ORDER) the five steps in the consumer decision making process and
define when an individual purchase will feel the need to enter into this process?
Problem Recognition- In this stage the consu
FINAL EXAM STUDY GUIDE
Social responsibility is an ethical ideology or theory that an entity, be it an organization or
individual, has an obligation to act to benefit society at large. Social responsibility is a duty every
individual or orga
MKTG 538 (Marketing Research) Final Study Guide
Exam 1 Material
What is difference between primary and secondary research? When do you use one, or
both, or neither.
o Primary Information- information collected specifically for the problem
Exam 2 Study Guide
PP Chapters 6&7
The uses of secondary data (and sources of). When used and why?
Secondary data is information has been previously gathered.
Secondary data can come from many different sources and is often available for
Chapter 8: Traditional Media (57 questions)
Know the elements and individuals involved in media planning:
marketing analysis-provides a comprehensive review of the marketing program.
advertising analysis- States the primary advertising strategy and budget
Chapter 9 Notes Part 2
Activation of the Strategic Decision Process
a. Induced: Manager defines the market that is in line with the organizations
b. Autonomous: Managers define a market that diverges from the organizations
Nature of Sc
Chapter 13 Notes
Effective supply chain management includes:
1. Integrated computer systems that provide the production schedule and demand
forecasts to all supply chain members.
2. Collaborative program management tools that allow manufacturers and supp
Chapter 1 Notes
Business Marketing or Industrial Marketing are used interchangeably
50% of all business school graduates join firms that directly compete in the
Because of interest in high-tech markets and the size of industrial markets,
Chapter 2 Notes
Almost two-thirds of U.S. manufacturers employ fewer than 20 people.
5 million small businesses in the U.S. employ less than 6 people.
This is an important market to serve because of the numbers.
However, this is a very difficult market to
Chapter 3 Notes
A machine breaks down
Someone needs to order an MRO product
Someone recognizes an opportunity that can be captured by acquiring the product
Once a need is recognized, the purchasing department works with
Please BRIEFLY/CONCISELY answer the following questions. If you do not know the exact
answer, please write something. You all will do well. Just breathe.
1. The overarching purpose of intermediaries is to facilitate exc
Chapter 4 Notes
Central to every relationship is an exchange process where each side gives
something in return for a payoff of greater value.
The take $ side of the transaction must offer a perceived payoff of greater
value to the buying side for