The Promotional Mix Elements Working Together (11) Flashcards Preview

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Flashcards in The Promotional Mix Elements Working Together (11) Deck (20)
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1

All of the pieces should ______ to promote the product.

coalesce

2

What is integrated marketing communications?

a cohesive combination of marketing communications activities, techniques, and media designed to deliver a coordinated message to a target market with a powerful or synergistic effect, while achieving a common objective or set of objectives.

3

a cohesive combination of marketing communications activities, techniques, and media designed to deliver a coordinated message to a target market with a powerful or synergistic effect, while achieving a common objective or set of objectives is called...

Integrated marketing communications

4

What is IMC designed to deliver?

a coordinated message to a target marker

5

what comprises IMC?

it is a cohesive combination of marketing communications activities, techniques, and media

6

What is a well-known theory of how consumers decide on a product?

the AIDA model

7

what are the elements of the AIDA model?

1. attention 2. interest 3. Desire 4. action

8

what does the AIDA model theorize?

that consumers first become aware of a product (a stimulus) and move through the four stages until they take action and purchase (a response)

9

In the attention phase, the consumer becomes _____ of a product, sometimes through promotion

aware

10

How does a consumer become aware of a product?

through promotion

11

In which stage of the AIDA model does a consumer become aware through promotion?

attention

12

In the interest phase the consumer wants to ______ about the product, attributes, and benefits

learn

13

in which stage does the consumer want to learn about the product, attributes and benefits?

interest

14

In the desire phase the consumer develops a _____ view of the brand

positive

15

In the desire stage is the view the consumer has of the product positive or negative?

positive

16

In the action action phase the consumer wishes to _______ the brand, looks at options, and purchases

purchase

17

In the action stage, does the consumer actually purchase the brand or just wish to purchase it and investigate further?

latter

18

How long ago was the AIDA model developed?

over 100 years ago

19

What does the AIDA model closely line up/correspond with?

the buyer behavior process

20