WorksheetsPBMF 12.1 Integrated Marketing Communications
Total questions: 6
Worksheet time: 23mins
Integrated marketing communications (IMC) is a promotional strategy that combines the elements of the promotional mix to create a unified marketing message. All of the pieces of the promotional mix do not need to be used at one time. However, when multiple components are used, each must complement the other to effectively convey a clear and consistent message. All of the promotional elements used should present a unified image about the product or business.
Integrated marketing communications _________ require all of the pieces of the promotional mix to be used at one time.
does
does not
Each element of the promotional mix must _______ the other to effectively convey a clear and consistent message.
be different than
be opposite of
complement
The coordination of marketing communications to achieve a specific goal is a promotional campaign. It is also called a promotional plan. Included in the plan is a detailed list of goals, dates, and other activities that are carefully researched and documented. This serves as a guideline to make sure that the business can reach its goals effectively.
What is the coordination of marketing communications to achieve a specific goal called?
advertising
promotional campaign
business
selling
A promotional campaign can also be called a promotional (a) .
Which option does NOT correctly complete the following statement?
A promotional plan ...
includes a detailed list of goals.
includes dates.
is carefully resesarched.
does not require documentation.
A component of the promotional plan is electronic promotion. Electronic promotion is any promotion that uses the Internet, e-mail, or other digital technology. It is also called digital marketing. Social media is an important part of digital marketing.
Any promotion that uses the Internet, e-mail, or other digital technology is called (a) promotion.
Electronic promotion is also called
digital marketing
e-selling
digital ads
e-promotion
Participatory marketing is a promotion strategy that uses multiple elements to communicate and interact with customers. It is also referred to as engagement marketing. It requires the strategy of communicating with customers rather than communicating at customers. This strategy works on the premise that many customers will participate in marketing activities when they think they will benefit. Contests, free samples, and an opportunity to voice an opinion are examples of ways in which customers can participate in marketing activities. Twitter, Facebook, and Instagram are some of the digital vehicles used by marketers to encourage customers to participate virtually.
Participatory marketing is a promotion strategy that uses multiple elements to communicate and (a) with customers.
Engagement marketing requires the strategy of communicating (a) customers rather than communicating at customers.
Engagement marketing works on the premise that many customers will participate in marketing activities when they ...
are at home.
see others participating.
think the product is pretty.
believe they will benefit.
Identify three examples of digital vehicles used by marketers to encourage customers to participate virtually.
Billboards
Promotional plans are designed to encourage customers to buy. Each element of the promotional mix is focused on attracting customer attention, interest, desire, and action. The acronym for these activities is called AIDA.
Attention: Getting customers to look at the product or promotion is the first step in the AIDA process. The design or sound elements used should gain the attention of viewers and listeners. Customers should know exactly what the business offers.
Interest: Customers must be interested in the business or product to make a purchase. The promotion should identify the features and benefits most important to the customers. It should show that the business is interested in the specific needs of customers.
Desire: The promotion should encourage customers to sample, use, or touch the product. This persuades customers to experience and want it.
Action: It should be convenient for customers to buy. The promotion should explain exactly how, where, and when the product can be bought.
Each element of the promotional mix is focused on attracting customer attention, interest, desire, and action. The acronym for these activities is called (a)
Getting customers to look at the product or promotion is the ____ step in the AIDA process.
1st
2nd
3rd
4th
Customers must be (a) in the business or product to make a purchase.
The third step of the AIDA process is (a)
The promotion should explain exactly ____ the product can be bought.
who, what, & why
how, where, & when
Place the steps of the AIDA process in the correct order.
attention
interest
desire
action
