An advertiser who formats its factual information so that it is easier to
will increase the chances that their information is perceived to be true
_ involve(s) the use of an unexpected twist or artful deviation in how
a message is communi
Perception is a process that begins with consumer exposure and attention to marketing
stimuli and ends with consumer _.
Which of the following is NOT a step in the information-processing model?
The fact that all aspects
Typical marketing objective: Sales, Profits, Market Share, ROI
Generally stated in the firms marketing plan, achieved through the overall marketing plan
Quantifiable, such as sales, market share, ROI, to be accomplished in a given peri
Developing an integrated marketing communication plan requires
Planning -> Execution -> Evaluating -> Controlling (cycle)
Advertising History, Category <- Brand
Example: Camera Kodak
Why it doesnt work?
Too many brands, Too
Which side of the brain deals with pictorial, geometric, timeless, and
nonverbal information without the individual being able to verbally report it?
Which of the following statements is true regarding subliminal stimuli?
A subliminal ad is di
A series of activities by which stimuli are perceived, transformed into
information, and stored is called _.
Which of the following are the two interrelated components of memory?
short-term and long-term memory
Internet Sales, Direct Mail, Direct Response Advertising, Telemarketing, Catalogs, Shopping
Users participate in and modify the form and content of information
Happens in real ti
Determines what the advertising message will say or communicate
Take what we learned in the Situation Analysis
Think about objectives &Consider boundaries
Translate all of this into a basic strategy
and a guide for specific execution (t
Relationship between the two
IMC:a strategic business process used to plan, develop, execute and evaluate coordinated,
measurable, persuasive brand communication program with consumers, customers, prospects,
employees and other relevant external and
Which of the following is NOT considered a stimulus factor affecting
Attention generally _ across repeated exposures, and repetition often
Which of the following statements is true regarding stimu