Integrated Marketing Communications BUS 2283 Exam 1 Review PDF

# Chapter 1 ## Define integrated marketing communications and explain its importance. -IMC is the coordination of all marketing channels to deliver a consistent brand message, ensuring better customer engagement and stronger brand impact. Importance (consistency, efficiency, improved customer expe...

# Chapter 1 ## Define integrated marketing communications and explain its importance. -IMC is the coordination of all marketing channels to deliver a consistent brand message, ensuring better customer engagement and stronger brand impact. Importance (consistency, efficiency, improved customer experience) ## Define advertising and distinguish it from other forms of marketing communications. -Advertising is paid, mass communication to promote products, while other marketing forms like PR focus on reputation, sales promotions offer short-term incentives, and personal selling involves direct interaction. ## Explain the role advertising plays in business and marketing. -Advertising helps businesses build brand awareness, attract customers, drive sales, and differentiate products in a competitive market. ## Illustrate the functions of advertising in a free-market economy. In a free-market economy, advertising informs consumers, creates competition, drives demand, supports economic growth, and helps businesses differentiate their products. ## Discuss how advertising evolved with the history of commerce. Advertising evolved from simple signs and word-of-mouth in early commerce to mass media ads, digital platforms, and targeted online campaigns, reflecting advancements in communication and technology. ## Describe the impact of advertising on society. Advertising shapes consumer behaviour, influences cultural trends, drives economic growth, but can also create unrealistic expectations and contribute to materialism. # Chapter 2 ## Describe the impact of advertising on the economy. -Advertising stimulates demand, boosts sales, creates jobs, and drives competition, contributing to economic growth and market efficiency. -Effect on the value of products. -Effect on prices. -Effect on competition ## Examine the validity of the various social criticisms of advertising. -Social criticisms of advertising, like promoting materialism, unrealistic ideals, and exploiting vulnerable groups, are valid but can be addressed through ethical practices and regulations. ## Explain the difference between social responsibility and ethics in advertising. -Social responsibility in advertising focuses on promoting positive societal values, while ethics ensures honesty, transparency, and fairness in advertising practices. ## Describe how government agencies regulate advertising to protect both consumers and competitors. -Government agencies regulate advertising through laws and guidelines to prevent false claims, protect consumer rights, ensure fair competition, and maintain transparency in marketing practices. ## Discuss the activities of nongovernment organizations in fighting fraudulent and deceptive advertising. -Nongovernment organizations combat fraudulent advertising by raising awareness, advocating for stricter regulations, and holding companies accountable through consumer campaigns and legal action. # Chapter 3 ## List the various groups in the advertising business and explain their relationships. The main groups in advertising include advertisers (clients), advertising agencies (creatives and strategists), media (platforms for ad placement), and suppliers (production companies); they collaborate to create and deliver ads to target audiences. ## Discuss the differences between local, national, and transnational advertisers. Local advertisers focus on regional markets, national advertisers target the entire country, while transnational advertisers operate across multiple countries, tailoring campaigns for diverse global audiences. ## Demonstrate how advertisers organize themselves to manage their advertising both here and abroad. Advertisers organize through in-house teams, local agencies, or global networks to manage campaigns, adapting strategies for domestic and international markets while ensuring consistency across regions. ## Describe the main types of advertising agencies. The main types of advertising agencies are full-service agencies (offering complete marketing solutions), specialized agencies (focusing on specific services or industries), digital agencies (focusing on online and digital campaigns), and creative boutiques (focusing on innovative, high-quality ad design). ## Explain the tasks people perform in an ad agency and an in-house advertising department. In an ad agency, people perform tasks like strategy development, creative design, media planning, and client management, while in-house teams focus on brand consistency, internal campaigns, and aligning ads with company goals. ## Show how agencies get new clients and how they make money. Agencies get new clients through pitches, referrals, and networking, and make money by charging fees, commissions, or retainers for their services. # Chapter 4 ## Describe the role of advertising in marketing. -Advertising plays a key role in marketing by promoting products or services, increasing brand awareness, and influencing consumer decisions. ## Illustrate the methods advertisers use to segment and aggregate markets. Advertisers segment markets by demographics, location, behavior, and psychographics, then aggregate similar groups for broader reach. ## Explain how defining a target market enhances marketing strategy. -It allows companies to better market their products to specific targets. ## List the elements of the marketing mix and the role advertising plays in each. -The marketing mix includes Product, Price, Place, and Promotion; advertising helps by creating awareness, conveying value, driving distribution, and boosting sales. # Chapter 7 ## Describe the role and importance of a marketing plan. -The marketing plan directs a company’s marketing effort. * Assembles relevant facts * Forces all departments to focus on the customer. * Lists goals and objectives for specific periods of * Length and complexity varieties depending on the size of the company. * Ongoing activity; plan changes with the facts. ## Distinguish between objectives, strategies, and tactics in marketing and advertising plans. ## Show what makes IMC planning different from traditional methods. -IMC (Integrated Marketing Communication) planning aligns all messaging across channels, while traditional methods often treat each channel separately. ## Explain how to establish specific, realistic, and measurable advertising objectives. -To establish clear advertising objectives, define specific goals, ensure they are achievable, and set measurable criteria like sales targets or audience reach. ## Review the pros and cons of the various approaches for determining advertising budgets. -The pros and cons of advertising budget methods include: -Percentage-of-sales: Easy but may underfund growth. -Objective-and-task: Targeted but time-intensive. -Competitive parity: Ensures competitiveness but may ignore unique needs. -Affordable: Flexible but may lack strategic focus. ## What is advertising Marketing Communications * Efforts and tools used to communicate with customers. ## What is marketing Marketing The activity, set of institutions, and processes for creating, communicating delivering, and exchanging offerings that have value for the following: Customers, Clients, Partners, Society at large. Marketing is a process.