Marketing 300 FINAL EXAM pt3

Chapter 18 (11 questions on final exam)

purpose of Integrated Marketing Communications (IMC)

ensure all the various marketing elements work together to deliver a consistent message

Communication process

Sender (encodes) → Message + Noise + Communication Channel → Receiver (Decodes)

^ ← ← ← ← ← ← ← ← ← Feedback loop: Receiver’s response ← ← ← ← ← ← ← ← ← ^

AIDA Model

Awareness (think)

Interest (feel)

Desire (feel)

Action (do)

The lagged effect

a delayed response to a marketing communication campaign (part of the Action step of AIDA model)

Channels of an IMC marketing Strategy

Either Interactive or Passive

Either Offline or Online.

Interactive and Offline

Physical stores encourage engagement and experiences (Personal selling, telemarketing)

Passive and Offline

Customers browse and purchase on their own. (Grocery stores, coupons, catalogs)

Interactive and Online examples

Digital channels with two-way communication (social media, live chats)

Passive and Online

Websites display information and enable transactions (websites, email marketing)

Direct Marketing

communicating directly with target customers to generate a response or transaction (emails and mobile marketing)

Rule of thumb methods

Method of setting an advertising budget

arbitrary, simple guidelines, often based on past spending or competitors

Objective and task methods

Method of setting an advertising budget.

strategic, based on the company’s specific tasks and goals.

Click-through rate

The number of times a user clicks on an online ad divided by the number of impressions.