Recent Lessons

Show all results for ""

IMC and Media Channels

Choose a study mode

Play Quiz

Study Flashcards

Spaced Repetition

Chat to Lesson

Podcast

Play an AI-generated podcast conversation about this lesson

Download our mobile app to listen on the go

Get App

Questions and Answers

What is the primary purpose of an Integrated Marketing Communications (IMC) plan?

To describe overall marketing strategy and programs for an organization (correct)
To control the use of promotional-mix elements
To select the most effective paid media channels
To develop a viral marketing strategy

What is the main difference between owned media and paid media?

Owned media is free, while paid media is expensive
Owned media is used for social media, while paid media is used for TV and radio
Owned media is controlled by the company, while paid media is paid for by the company (correct)
Owned media is used for viral marketing, while paid media is used for traditional advertising

What is the purpose of reviewing the marketing plan in the IMC planning process?

To examine the overall marketing plan and objectives (correct)
To evaluate the performance of the IMC program
To select the target market for the IMC program
To identify the most effective advertising medium

What is earned media in the context of IMC?

Free media exposure for a company (B) Signup and view all the answers

What is the role of IMC in an organization?

To manage the use of promotional-mix elements to effectively communicate with target audiences (A) Signup and view all the answers

What is included in the marketing plan in the IMC planning process?

A detailed situation analysis and marketing objectives (B) Signup and view all the answers

What is the primary goal of public relations in IMC?

To establish and maintain a positive image among various publics (D) Signup and view all the answers

What is the characteristic of publicity that makes it a valuable tool in IMC?

It has high credibility and low cost (B) Signup and view all the answers

What is the primary goal of Integrated Marketing Communications (IMC)?

To avoid duplication and take advantage of synergy among promotional tools (D) Signup and view all the answers

What is the primary advantage of personal selling in IMC?

It allows for immediate and precise feedback (A) Signup and view all the answers

What is the main reason behind the evolution of micromarketing?

Consumers’ unresponsiveness to traditional advertising (C) Signup and view all the answers

What is the term for every opportunity a customer has to see or hear about a company and/or its brands?

Touch Point (D) Signup and view all the answers

What is the category of touch points that are initiated by customers?

Customer-initiated (D) Signup and view all the answers

What is the primary benefit of IMC in branding?

To helps develop and sustain brand identity and equity (A) Signup and view all the answers

What is the driving force behind retailers' demand for more trade promotion support from vendors?

Increased consumer sensitivity to promotional deals (D) Signup and view all the answers

What is the key aspect of the relationship era in marketing?

Recognizing the need for companies to connect with consumers based on trust, transparency, and authenticity (B) Signup and view all the answers

What is the main objective of companies addressing sustainability in marketing?

To carefully examine social and environmental impacts of their marketing strategies (B) Signup and view all the answers

What is the primary function of the promotional mix in IMC?

To coordinate all seller-initiated efforts to set up channels of information and persuasion (B) Signup and view all the answers

Flashcards are hidden until you start studying