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IMC Test #1 Review

by: ranakurban Notetaker

IMC Test #1 Review MKT336-OM1

ranakurban Notetaker

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About this Document

These notes cover ch. 1-3 as well as other class notes
Integrated Marketing Communication
Dr. Toler
Class Notes




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This 4 page Class Notes was uploaded by ranakurban Notetaker on Thursday September 15, 2016. The Class Notes belongs to MKT336-OM1 at Stevenson University taught by Dr. Toler in Fall 2016. Since its upload, it has received 7 views. For similar materials see Integrated Marketing Communication in Marketing at Stevenson University.

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Date Created: 09/15/16
MKT 336- OM1 TEST #1 REVIEW While these are suggestions for studying, the exam questions can consist of anything within Chapters 1-3 and anything discussed within class. This is a basic guide to begin your studying. The exam will consist of multiple- choice questions, short answer questions and one advertising analysis (50 points total). Chapter 1: Integrated-Everything stays consistent Marketing-Similar to communications Communications-how we translate the message forward (i.e. email, website, social media) • Know the steps in and understand the communications process SenderEncodingTransmission DeviceDecodingReceiverFeedback • Emerging trends in marketing communications -Info. Technology -Changes in channel power -Increase in competition (Global Competitors) -Brand Parity-The perception that most products and services are essentially the same -Integration of Info. -Decline in effectiveness of television ads -Emphasis on Customer Engagement -Increase in Micro-Marketing -Emphasis on accountability and measurable results -Changes in tasks performed by key individuals (acct. planners, act. Executive, Brand/Product manager, and Creatives) -Emergence of alternative media • Know the pyramid that this text is built on Chapter 2 Brand Management: Corporate/Brand Image-What a company stands for and how it is known in the marketplace • Understand the role of corporate image from both a consumer and business perspective: Consumer Perspective -Provides confidence regarding purchase decisions -Gives Assurance about the purchase when the buyer has little or no previous experience -Reduces Search time -Provides psychological reinforcement and social acceptance of the purchase -Provides assurance (unfamiliar settings, little or no previous experience) Company Perspective -Extension of positive customer feelings to new products -Ability to charge a higher price or fee -Consumer loyalty leading to more frequent purchases -Positive word-of-mouth endorsements -Higher level of channel power -Ability to attract quality employees -More favorable ratings by financial observers and analysts IMAGE is EVERYTHING Image is composed of Tangible and Intangible Components: Tangible Elements Intangible Elements -Packaging -Mission and value of -Person company -Name -Culture -Logo -Ideals and beliefs -Visuals -Media Reports -Employees -Corporate, Personnel, -Advertising, Promotions and environmental -Communications policies -Retail Outlets where product is sold • Know the types of corporate names: 1. Implied Names-containing recognizable words/word parts that convey what a company does 2. Iconoclastic Names-Representing something unique, different, and memorable 3. Conceptual Names-Captures the essence of what a company offers 4. Overt Names-Reveals what a company does What’s the Purpose of Branding? -Provides quality assurance -Reduces search time -Allows company to charge more -Reduces brand parity -Transference to other brands sold -Consumer choose brands that are salient, memorable, and noteworthy Chapter 3: • Understand the components of the consumer decision making process: 1. Problem Recognition 2. Info. Search 3. Evaluation of Alternatives 4. Purchase Decision 5. Post-Purchase Evaluation • Understand the components of consumer attitude formation: Attitude-mental position taken towards a topic, person, or event influencing the holder’s feelings, perceptions, learning processes, and subsequent behaviors 1. Affective-Emotional component (Feeling/Emotion) 2. Cognitive-A person’s mental images, understanding, and interpretations (Thought) 3. Conative-An Individual’s intentions, actions, or behaviors (Behavior) • Students will be required to use information from all three chapters to analyze and advertisement in essay format. You should know the structure of a 5 paragraph essay!


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