Exam 17: Designing and Managing Integrated Marketing Communications

Though we can profile the target audience in terms of any number of market segments,it's often useful to do so in terms of usage and loyalty.

The starting point in planning marketing communications is an audit of all the brands that customers in the target market have with the company.

When Chipotle entered the Manhattan market,it gave burritos away to 6,000 people,anticipating that the event would create sufficient buzz to get the store on its feet after opening.This is an example of ________ marketing.

The percentage-of-sales method of setting promotional expenditures calculates spending dollars based upon a percentage of last years' total sales.

Marketing communications perform many functions for consumers such as telling or showing how and why a product is used,by what kind of person,and where and when.

The macromodel of the communications process includes nine elements.Diagram the nine elements in the communications process.

Every ________ delivers an impression that can strengthen or weaken a customer's view of the company.

Communicators use ________ appeals such as fear,guilt,and shame to get people to do things or stop doing things.

Modern marketing calls for more than developing a good product,pricing it attractively,and making it accessible.Companies must also ________.

Marketing communications are the means by which firms attempt to inform,persuade,and remind consumers-directly or indirectly-about the products and brands that they sell.List the eight major modes of communication that make up the marketing communications mix.