MKT 308 - Marketing in the Digital Age

AIDA MODEL 1. countdown tweets til release of phone 2. youtube video showing features of phone 3. tweet for location w nearest phone retailer 4. snapchat of lady gaga w phone

1. awareness 2. interest 3. action 4. desire

steps of consumer decision making process

1. need recognition 2. information search 3. evaluation of alternatives 4. purchase 5. postpurchase behavior

1. The person who reads, hears, or sees and processes the message being communicated. 2. any interference in the communications process 3. After seeing a television commercial for the Chevy Volt, Roger feels more positively about electric cars than he was before seeing the advertisement. 4. Trying to understand the meaning of a TV commercial. 5.a brand manufacturer

1. receiver 2. noise 3. response 4. decoding 5. source

Which of the following comparisons between primary in-home readers, pass-along readers, and out-of-home readers is true?

Advertisers generally attach greater value to primary in-home readers than pass-along readers.

which of the following elements represent a brand

ads, packaging, good sold, environmental policies, media reports

Which of the following is one of the critical components of the creative brief?

development of the major selling idea

true/false. Implied brand names capture the essence of what a company has to offer in regards to product/service.

false

true/false. Logos that are complex in design lead to higher recall and recognition from the consumer.

false

How does the integrated marketing communications (IMC) plan approach differ from traditional approaches to promotion?

imc recognizes that marketers must be able to use a wide range of marketing and promotional tools to present a consistent image to target audiences

Which of the following is true of integrated marketing communication?

it calls for a big picture approach to promotional activities

An airline company set the following objective for its new advertising campaign: "To increase the percentage of consumers who know our fares are lower than the competitors' to 75 percent over the next six months." Using the criteria outlined by the DAGMAR approach to setting objectives, identify what is wrong with this objective.

it does not contain a benchmark starting point and the degree of change sought?

With respect to advertising messages, which of the following best defines creative strategy?

it involves determining what the advertising message will say or communicate

Which of the following is true of the final stage of the integrated marketing communications (IMC) planning process?

it involves monitoring, evalutaing, and controlling the promotional program

A small-town automobile dealer wants to market and advertise its deals in the neighborhoods nearby. The dealer has a limited advertising budget and wishes to advertise within a 20-mile radius. Which of the following types of announcements would best suit the company's purpose?

local advertising

Dividing the market into smaller homogeneous chunks is a process known as

market segmentation

Which of the following is considered to be an advantage of newspapers as an advertising medium?

offer several valuable specialized services to advertisers

Select the advantages associated with advertising in magazines . Check all that apply. You may select more than one answer.

permanence, increased reproduction quality

Changing the elements of the marketing mix to reach a new target segment is known as

repositioning

Which of the following statements about the POE model is true?

spreading your branded message consistently across all the media types is the key

Reaching out to a specific group of consumers with specific offerings to maximize your marketing efficiency is known as

target marketing

When writing objectives using the DAGMAR Theory, it is important to make sure that your written objectives contain 5 specific characteristics. Identify those characteristics:

communications task, target audience, benchmark, degree of change, time period

The growth of digital has caused marketers to decrease the use of mass media advertising and increase the use of integrated marketing communications (IMC). Which of the following is NOT a valid reason why?

consumers have become more passive recipients of information