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IMC Tutorial 2 Flashcards | StudBud
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IMC Tutorial 2
IMC Tutorial 2
15 terms
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Recap of Marketing Concepts
Flashcards
15 cards
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Practice quiz
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Questions
15
Answers
1
After seeing a Levi's ad, Denise thinks perhaps she should get a pair of new jeans too. This is an example of ...
Recognition of need / problem
Evaluation of Alternatives
Purchase decision
Postpurchase evaluation
2
All of these are examples of communication noise (clutter)
except
...
scrolling past internet ads without looking at them.
examining a limited-time-only sales advertisement in a magazine.
scanning the newspaper for articles to read.
driving with radio playing in the background
3
The joint venture of 2 or more brands in a product (e.g. American Express & Singapore Airlines Kris Flyer) is known as..
Ingredient Branding
Complementary Branding
Cooperative Branding
4
Communication Process
: Rose smells the fragrance of a perfume on an advertisement in a magazine. What is taking place?
Encoding
Transmission
Feedback
Decoding
5
Televisions carrying advertisements are examples of decoding in the communication process.
False
True
6
Coca-Cola's consistent use of the same logo, theme, colours on packages & in adverts is an example of IMC approach.
False
True
7
Which luxury company was used as an example in the lecture video?
Dolce & Gabbana
Gucci
Coach
Louis Vuitton
8
Consumer Decision-Making Process
: What's the role of IMC in 'Post-purchase Evaluation' stage?
To address emotions
To call for action
To be more searchable
To build loyalty
9
The marketing of two brands together for co-consumption (e.g. Selling Coca-Cola in McDonald's outlets) is known as ...
Complementary Branding
Ingredient Branding
Cooperative Branding
10
The second step in the buying consumer decision-making process is an evaluation of alternative brands.
False
True
11
What is
NOT
a characteristic of a good logo or brand name?
Meaning should be consensual
Unique from competitors
Easily recognisable
Familiar to people
12
Consumer Decision-Making Process
: What's the role of IMC in 'Purchase Decision' stage?
To build loyalty
To be more searchable
To address emotions
To call for action
13
Consumer Decision-Making Process
: What's the role of IMC in 'Problem / Need Recognition' stage?
To address emotions
To trigger
To be more searchable
To call for action
14
Brands marketed by an organisation and sold within the same organisation's outlets (e.g. Meadows) is known as ...
Flanker or Multi-Brands
Private Brands
Family Brands
Brand Extension
15
In marketing mix (4Ps), where does integrated marketing communications (IMC) belong?
Pricing
Place (Distribution)
Promotion
Product Design
