Quick reading check 2

It is the first step to make a successful IMC plan:

• Focus on a particular target market

• Make a clear positioning strategy

• Analyze the context and establish specific marketing communication goals.

• Comply with an established budget.

influence in the purchase behavior and in the reactions to marketing communications:

Values, lifestyle, attitudes, are part of this type of segmentation:

• Behavioral

• Psychographic

• Demographic

• Geography

People that live close to each other in the same neighborhood or who share similar postal codes, show similar characteristics and homogenous lifestyles. This description is for:

• The population structure

• The society structure

• Geodemographic

• Psychographic

Complete the sentence with the right concept: Marketers must identify a positioning concept, meaning, the ___________ that encompasses the meaning of the brand and its difference from the competitors.

It is the key attribute, benefit or image that is found on the minds of the target market:

• Branding strategy

• Benefits

• The IMC plan

• The positioning of a brand

It is the process of examining the company's internal and external environmental factors:

• Internal weakness

• Context analysis

• Marketing environment

• For creating a value proposition

These are the practical methods used by the businesses to assign a marketing communications budget:

• Goal according to a sales percentage, Goal-task method and according to competitors.

• There are no methods due to the difficulty in measuring.

• Invest in advertising as much as you can.

• Margin cost, low cost, additional sales.

Choose all the requirements for establishing proper goals

• Specific statement

  (What, who, when)

• Quantitative and measurable

• Pre sales goals

• Realistic and clear

• Value proposition creation