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Questions and Answers
Which of the following is NOT a component of promotion?
Which of the following is NOT a component of promotion?
- Direct response marketing
- Public relations
- Database marketing
- Investigative spider-webbing (correct)
What is the purpose of a situational analysis in an IMC plan?
What is the purpose of a situational analysis in an IMC plan?
- To evaluate performance
- To assess the current situation (correct)
- To identify marketing objectives
- To select target markets
What does content grazing refer to?
What does content grazing refer to?
- Sharing content across multiple devices
- Completing a specific task across multiple platforms
- Looking at two or more screens simultaneously
- Pursuing specific content across multiple platforms (correct)
What are the tangible components of a brand image?
What are the tangible components of a brand image?
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What are the benefits of IMC?
What are the benefits of IMC?
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Study Notes
Promotion Components
- Public Relations (PR) is a component of promotion, which involves maintaining a company's image and reputation.
- Personal Selling is a component of promotion, which involves direct communication with potential customers.
- Sales Promotion is a component of promotion, which involves short-term incentives to encourage sales.
- Advertising is a component of promotion, which involves paid communication to promote a product or service.
Situational Analysis
- The purpose of a situational analysis in an IMC plan is to analyze the internal and external environments of an organization, including its customers, competitors, and market trends.
Content Grazing
- Content grazing refers to the practice of consumers quickly scanning and browsing through online content, such as social media and websites, rather than engaging in-depth with a particular piece of content.
Brand Image
- The tangible components of a brand image include a brand's logo, packaging, and other visual elements that contribute to its overall image and identity.
IMC Benefits
- The benefits of IMC (Integrated Marketing Communications) include consistency in messaging, increased efficiency, better targeting of audiences, and improved measurement of results.
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