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strategy is to
and consumers.
All of the following trends have driven the transition from mass
communications to integrated marketing communications
EXCEPT
organizations.
a Culture
Genetics
c Age
Taste
After deciding on the brands that appeal most to them, consumers then
move to the stage in the perception process where they
sources of information.
Question 6/61
service.
a Advertising
b Sales promotion
Product marketing
d Direct marketing
behavior
a Personal selling
b Industry endorsements
Public relations
Direct mailers
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Question 13/61
Question 15/61
a Cross-selling
b Cross Promotions
Product bundling
d Loyalty programs
Question 16/61
b Future coupons
Monthly newsletter
d Discounted subscription
Question 17/61
leads.
b opportunities.
c contacts.
customers.
Question 18/61
a positioning
b packaging
differentiation
d branding
Question 19/61
a pull strategy
promotion
c media mix
push strategy
simultaneously.
mediums.
to target audiences.
advertising.
a Customer interactions
c Customer feedback
Question 23/61
multiple stakeholders.
PR is a spontaneous activity.
Question 26/61
Blogs
b Viral videos
c QR codes
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a neckers.
b rebates.
lipstickboards.
free-standing inserts.
The step in the personal selling process where salespeople find and
identify buyers who are most likely to buy the product or service is
referred to as
a pre-approach.
b gaining commitment.
c need assessment.
prospecting.
audience
Advertising ___.
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a direct marketing
b sales promotion
c advertising
e personal selling
A personalized message
e A sales promotion
Direct marketing
b PR
c A sales promotion
Personal selling
e Advertising
Question 34/61
b personal selling
sales promotions
advertising
e direct marketing
direct marketing
c advertising
d sales promotion
e personal selling
buy.
d There is no difference, they both buy based upon product features.
At what stage, in a product's life cycle, does a company make the most
profit?
a Introduction.
b Decline.
Maturity.
Growth.
a Maturity.
Decline.
c Growth.
Introduction
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Question 40/61
How the product fulfills the needs of the target consumer group.
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a Psychographic
b Geographic.
c Demographic.
Behavioral.
Behavioral.
b Demographic.
c Product Related.
Psychographic.
through.
Differentiation.
b Supply.
c Consumer Knowledge.
d Demandoptomization.
Their primary purpose is to appeal to the end user and motivate them
to buy.
d They include bonuses and incentives for the salesperson who has
Next Question
quantities.
Which of the following best describes the rationale for the amount of
funds available relative to costs in the promotion mix?
The advertising that will connect with targeted market and if the
product is new or established.
d The cost of the product being sold so that marketing costs can be
easily recouped.
In what stage of the product life cycle does the good or service
experience competitive disadvantages?
a growth
decline
product development
d introduction
e maturity
In what stage of the product life cycle does the marketing team
emphasize promotion and initial distribution?
a growth
introduction
c maturity
d decline
e product development
In what stage of the product life cycle does a good or service get tested
for viability?
product development
introduction
c maturity
d decline
e growth
push strategy
b deceptive strategy
c pull strategy
d sorting strategy
a Publicity
b Personal selling
c Direct marketing
Advertising
Promotional mix
a Push strategy
IMC strategy
Pull strategy
d Frequency
e Communication process
a Advertisement
PR technique
Push strategy
d Encoding
e Dull strategy
In what stage of the product life cycle does the good or service
experience acceptance by consumers?
a introduction
product development
growth
d decline
e maturity
push strategy
b sorting strategy
pull strategy
d deceptive strategy
Which of the following best describes why the Internet has increased the
role of word-of-mouth in integrated marketing communications?
reach consumers.
a sales analysis.
financial analysis.
d expense analysis.
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Consumer experience
b Corporate culture
c Promotional tools
Communications tools
Value
customer's perception of all of the benefits of a product or
service weighed against all costs of acquiring it.
Benefits
can be functional, experiential, and/or psychological
functional benefit
performance of a product
experiential benefit
what it feels like to use the product
psychological benefit
feels such as self-esteem or status that result from owning
a particular product
primary-demand advertising
primary demand advertising is designed to stimulate
demand for the general product class or entire industry
selective-demand advertising
selective-demand advertising focuses on creating demand
for a specific company's brands
trade advertising
trade advertising is targeted to marketing channel
members such as wholesalers, distributors, and retailers.
the goal is to encourage channel members to stock,
promote, and resell the manufacturer's branded products
to their customers.
sales promotion
sales promotion: those marketing activities that provide
extra value or incentives to the sales force, the distributors,
or the ultimate consumer and can stimulate sales
public relations
public relations uses publicity and a variety of other toolsincluding special publications, participation in community
activities, fund-raising, sponsorship of special events, and
other various public affairs activities to enhance the
organization's image.
internal analysis
analyze the image of the company as an efficient
manufacturer, and assess the strengths and weaknesses of
a firm or the brand from an image perspective
external analysis
examines the characteristics and buying patterns of the
firm's customers, their decision process, and factors
influencing their purchase decisions
branding
a brand can be described as a promise to the customer
market opportunity
areas where there are favorable demand trends, where the
company believes customers needs and opportunities are
not being satisfied, and where it can complete effectively
competitive advantage
something special a firm does or has that gives it an edge
over competitors
market segmentation
dividing up a market into distinct groups that 1) have
common needs and 2) will respond similarly to a marketing
action
demographic variables
age, sex, family size, education, income, and social class
demographic segmentation
dividing up the market based on demographic variables
benefits sought
consumers are generally trying to satisfy specific needs
and/or wants
benefit segmentation
grouping of customers on the basis of attributes sought in
a product
positioning
the art and science of fitting the product of service to one
or more segments of the broad market in such a way as to
set it meaningfully apart from the competition
brand equity
intangible asset of added value of goodwill that results
from the favorable image, impressions of differentiation,
and/or the strength of consumer attachment to a brand
name
brand equity
allows a brand to earn greater sales volume and/or higher
margins than it could without the name, providing the
company with a competitive advatnage
geographic segmentation
markets can be divided according to different climates
product repositioning
change in advertising theme
creation services
responsible for the creation and execution of
advertisements. copywriters are in this department and
conceive the ideas for ads, write headlines, subheads, and
body copy.
creative boutiques
provide creative services to clients- small ad agencies
collateral services
include marketing research companies, package design
firms, consultants, photographers, printers, video
production houses, and event marketing services
companies
PACT
Positioning Advertising Copy Testing - defines copy testing
as research, which is undertaken when a decision is to be
Halo effect
rate an ad good on all characteristics because they like a
few things and overlook specific weaknesses. this tendency
distorts the ratings and defeats the ability to control for
specific components
inquiry tests
designed to measure advertising effectiveness on the basis
of inquiries generated from ads appearing in various print
media, often referred to as "bingo cards"
eye tracking
is a physical measure, can identify strengths and
weaknesses of ads, has been used to measure
effectiveness of internet advertising, and is used to
determining which element of the ad is attracting attention
deceptive advertising
when ads are misleading or untrue, and deceive customers
shock advertising
marketers use nudity, sexual suggestiveness, or other
startling images to get consumers attention
economic censorship
when media avoid certain topics or even present biased
news coverage, due to advertiser demands
brand positioning
is often based on how customers and prospects see it in
relation to competing brands
Advertising
paid, non-personal communication
narrowcasting
segmenting voters and creating individual political
messages targeted to their specific concerns, issues, or
lifestyles
SWOT analysis
focuses on internal and external factors that give you
advantages or disadvantages relative to competitors and
must be updated and maintained