...Advertising and Public Relations 1) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. A) sales promotion B) direct marketing C) advertising D) personal selling E) public relations Answer: C Diff: 2 Page Ref: 430 Skill: Concept Objective: 15-1 2) A company's total marketing communications package consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________. A) the communications method B) integrated marketing C) the promotion mix D) competitive marketing E) target marketing Answer: C Diff: 1 Page Ref: 428 Skill: Concept Objective: 15-1 3) According to the opening scenario, GEICO has become the fourth-largest insurance company by ________. A) integrating humor and creativity into its minicampaigns B) targeting a niche market of people with exceptional driving records C) offering cost savings directly to customers without sales personnel D) marketing its product through creative print ads in major magazines E) creating a website that is appealing to both young and old drivers Answer: A Diff: 3 Page Ref: 428 Skill: Concept Objective: 15-1 4) All of the following are important decisions during the process of developing an advertising program EXCEPT ________. A) setting advertising...
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...|MKTG 3596 - Integrated Marketing Communications |Instructor: Charles F. Byers | |Lec. #94665 |Office: Lucas Hall 216W | |Santa Clara University |Phone: 408-310-9244 | |MBA Winter 2014 |E-mail: cbyers@scu.edu & byers.charles@ yahoo.com | |Meeting Times: Sat. – 8:30 – 11:15 p.m. |Office Hours: Sat. 11:15 a.m. – 12:15 p.m. or by appointment | |Meeting Place: Lucas Hall 307 | | Integrated Marketing Communications Textbooks & Materials Byers & Barr, “Integrated Marketing Communications Custom Edition for Santa Clara University 3E”: Pearson Learning Solutions, 2014. CoursePack Reader – “Marketing 596 – Winter 2014” Course Description This course is designed as an introduction to the concept and practice of integrated marketing communications (IMC). It takes the participant through communication, marketing, branding, and integrated marketing theory, planning and IMC program coordination. The course also addresses the marketing communications tactics of advertising, public relations, direct...
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...BBA in Marketing Management Major in Marketing More than any other business discipline, Marketing deals with customers. Indeed, the heart of Marketing is building relationships with customers. Anyone involved with any facet of Marketing is concerned with providing customers with value and satisfaction. The concern is always with managing and improving the Current customer relationships and developing new relationships. This is accomplished by learning about and understanding customer needs and, in turn, developing products and services that respond to these needs while, at the same time, providing superior value. The Department of Marketing offers a wide variety of courses to meet the specific career orientations of students interested in any facet of the marketing process. The Department of Marketing has three distinct tracks: Marketing, International Marketing, Advertising and Marketing Communication. The requirements for the Marketing Track are as follows: Required courses: MKT 3400 International Business Principles MKT 3600 Marketing Research MKT 3605 Consumer Behavior MKT 5750 Marketing Strategy Four additional courses to be chosen from any offered by the department as follows*: MKT 3520 Advertising and Marketing Communications MKT 4120 Media Planning MKT 4130 Copywriting MKT 4151 Direct Marketing I: Strategies and Tactics MKT 4152 Direct Marketing II: Database Marketing; Managing Creative Process MKT 4410 International Trade Operations ...
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...MARKETING (WH) {MKTG} L/R 101. Introduction to Marketing. (C) Niedermeier. The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in assessing and solving marketing problems. The course is also a foundation for advanced electives in Marketing as well as other business/social disciplines. Topics include marketing strategy, customer behavior, segmentation, market research, product management, pricing, promotion, sales force management and competitive analysis. 211. (MKTG773) Consumer Behavior. (C) Cutright, Reed. Prerequisite(s): MKTG 101. This course is concerned with how and why people behave as consumers. Its goals are to: (1) provide conceptual understanding of consumer behavior, (2) provide experience in the application of buyer behavior concepts to marketing management decisions and social policy decision-making; and (3) to develop analytical capability in using behavioral research. 212. (MKTG756) Marketing Research. (C) Shen, Eliashberg. Prerequisite(s): MKTG 101, STAT 101. Students are highly encouraged to take statistics in the semester immediately preceding this course. This course examines the role of marketing research in the formulation and solution of marketing problems, and the development of the student's basic skills in conducting and evaluating marketing research projects. Special emphasis is placed on problem formulation, research design, alternative methods...
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...Integrated Advertising, Promotion, and Marketing Communications, 6e (Clow/Baack) Chapter 1 Integrated Marketing Communications 1) Communication is defined as transmitting, receiving, and processing information. Answer: TRUE Diff: 1 Question Tag: Definition (Concept) AACSB Categories: AACSB: Communication abilities Objective: 1-1 2) When an advertising creative takes an idea and transforms it into an ad, the process is known as decoding in a communications model. Answer: FALSE Diff: 2 Question Tag: Definition (Concept) Objective: 1-1 3) The process of creating television commercials, print ads, and retail coupons are examples of encoding. Answer: TRUE Diff: 2 Question Tag: Definition (Concept) Objective: 1-1 4) Televisions carrying advertisements and billboards that are available for new ads are examples of senders in the communication process. Answer: FALSE Diff: 2 Question Tag: Definition (Concept) Objective: 1-1 5) When a customer smells a perfume sample in a magazine while reading an ad, decoding is taking place. Answer: TRUE Diff: 3 Question Tag: Application Objective: 1-1 6) Typically, advertising messages are decoded in the same way by large numbers of consumers because of the standard nature of the decoding process. Answer: FALSE Diff: 3 Question Tag: Critical Thinking Objective: 1-1 7) Noise is anything that distorts or disrupts a message and can occur at any stage in the communication process. Answer:...
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...Management (New Scheme) SEMESTER SCHEME OF EXAMINATION UNDER SEMESTER : BBM COURSE SEM NO. PAPER NO. 1.1 TITLE OF THE PAPER LECTURE HOURS 04 MARKS UE 90 RM 10 TOTAL MARKS 100 I 1.2 1.3 1.4 1.5 1.6 2.1 II 2.2 2.3 2.4 2.5 2.6 3.1 3.2 3.3 3.4 3.5 3.6 3.7 4.1 4.2 4.3 4.4 4.5 4.6 4.7 5.1 5.2 5.3 5.4 5.5 5.6 III IV V LANGUAGE: KANNADA/SANSKRIT/URDU/TAMIL/ TELUGU/ADDITIONAL ENGLISH/ MARATHI/HINDI ENGLISH BUSINESS ECONOMICS FUNDAMENTALS OF ACCOUNTING BUSINESS MANAGEMENT BUSINESS MATHEMATICS TOTAL LANGUAGE: KANNADA/SANSKRIT/URDU/TAMIL/ TELUGU/ADDITIONAL ENGLISH/ MARATHI/HINDI ENGLISH BUSINESS STATISTICS FINANCIAL ACCOUNTING ORGANISATIONAL BEHAVIOUR BUSINESS ENVIRONMENT TOTAL BUSINESS COMMUNICATION HUMAN RESOURCE MANAGEMENT MARKETING MANAGEMENT CORPORATE ACCOUNTING SERVICES MANAGEMENT INTERNATIONAL BUSINESS INDIAN CONSTITUTION TOTAL BUSINESS RESEARCH METHODS BUSINESS LAW COST ACCOUNTING FINANCIAL MANAGEMENT PRODUCTION & OPERATIONS MANAGEMENT LAW AND PRACTICE OF BANKING COMPUTER FUNDAMENTALS TOTAL INCOME TAX STRATEGIC MANAGEMENT MANAGEMENT ACCOUNTING COMPUTER APPLICATION IN BUSINESS PROJECT MANAGEMENT ENTREPRENEURIAL DEVELOPMENT TOTAL 04 04 04 04 04 24 04 90 90 90 90 90 540 90 10 10 10 10 10 60 10 100 100 100 100 100 600 100 04 04 04 04 04 24 04 04 04 04 04 04 04 28 04 04 04 04 04 04 04 28 04 04 04 04 04 04 24 90 90 90 90 90 540 90 90 90 90 90 90 90 630 90 90 90 90 90 90 90 630 90 90 90 90 90 90 540 10 10 10 10 10 60 10 10 10 10 10 10 10 70 10 10...
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...all managers. True False 2. The three basic jobs in the marketing management process are planning, implementation, and control. True False 3. Strategic planning is a top management job that includes planning only for marketing areas. True False 4. Strategic planning is the managerial process of developing and maintaining a match between an organization's resources and its market opportunities. True False 5. Finding attractive opportunities and developing profitable marketing strategies are the tasks included in the marketing manager's marketing strategy planning job. True False 6. A marketing strategy is composed of two interrelated parts--a target market and a marketing mix. True False 7. A marketing strategy is composed of two interrelated parts--planning and implementation. True False 8. The two parts of a marketing strategy are an attractive opportunity and a target market. True False 9. Mass marketing means focusing on some specific customers, as opposed to assuming that everyone is the same and will want whatever the firm offers. True False 10. The terms mass marketing and mass marketers mean the same thing. True False 11. Potential customers are all alike. True False 12. "Mass marketers" like Target usually try to aim at clearly defined target markets. True False 13. The "four Ps" of the marketing mix are Product, Position, Promotion, and Price. True False 14. The "four Ps" of the marketing mix are People, Products, Price, and Promotion. True False...
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...the why the consulting firm is well suited to the skills of the team D’s members. The team members agreed on the name TD Sports Consultants. This particular name was chosen because it was inclusive of all the team members’ and their skills and ideas. Because most of the team members are sports fans, it was suiting that we named a sports consulting firm after the founders. The purpose of the consulting firm is to help sport teams locate sponsors that can come up with innovative ideas and advertisements to promote their products. The firm will produce results that are not being filled by marketing companies. The strategy of TD Sports Consultants is to find out why other companies are not getting the desired results and to fill the gap by providing the needed services to the teams. Description of the TD Sports Consultants (Wally) Sports marketing is an industry worth billions (Kuriloff, 2007) in the US annually. Franchises have marketing departments to improve the perception of their team as well as advertising salespeople to maximize the team’s profit from licensing and advertising space. Interested companies can buy walls, bleachers, uniforms, programs, and whole stadiums as an advertisement. On the other side of the coin, advertising agencies have individuals who specialize in sports advertising. These specialists focus on getting endorsements from the celebrity players and finding the right advertising...
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...Marketing Plan & Strategies of PBS The information for this article was derived from many sources, including Michael Porter's book Competitive Advantage and the works of Philip Kotler. Concepts addressed include 'generic' strategies and strategies for pricing, distribution, promotion, advertising and market segmentation. Factors such as market penetration, market share, profit margins, budgets, financial analysis, capital investment, government actions, demographic changes, & emerging technologies. There are two major components to your marketing strategy: * how your enterprise will address the competitive marketplace * how you will implement and support your day to day operations. In today's very competitive marketplace a strategy that insures a consistent approach to offering your product or service in a way that will outsell the competition is critical. However, in concert with defining the marketing strategy you must also have a well defined methodology for the day to day process of implementing it. In the process of creating a marketing strategy you must consider many factors. Of those many factors, some are more important than others. Because each strategy must address some unique considerations, it is not reasonable to identify 'every' important factor at a generic level. However, many are common to all marketing strategies. Some of the more critical are described below. You begin the creation of your strategy by deciding what the overall objective...
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...in a field. Similarly when an individual decides to pursue a career in advertising field, heor she needs to start from an entry level posiiton. This is an ideal job profile for a person trying to get an overview of the field and can get opportunities to work in different departments like sales, marketing, copywrighting or administration. The candidate in this role might be required to handle various responsibilities right from pitching the adverting campaigns to potential clients to maintaining a report on the feedback about the same. An entry level advertiser usually works as an assistant...
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...Salary/Wage: Salary commensurate with experience Status: Per Diem Temporary/Contract/Project Job Category: Marketing/Product Occupations: Brand/Product Marketing Direct Marketing (CRM) General/Other: Marketing/Product Relevant Work Experience: 2+ to 5 Years Career Level: Experienced (Non-Manager) Industry: Broadcasting, Music, and Film Education Level: Bachelor's Degree Reference Code: 9474BR.1290 About CBS CBS Corporation (NYSE: CBS.A and CBS) is a mass media company with constituent parts that reach back to the beginnings of the broadcast industry, as well as newer businesses that operate on the leading edge of the media industry. The Company, through its many and varied operations, combines broad reach with well-positioned local businesses, all of which provide it with an extensive distribution network by which it serves audiences and advertisers in all 50 states and key international markets. It has operations in virtually every field of media and entertainment, including broadcast television (CBS and The CW — a joint venture between CBS Corporation and Warner Bros. Entertainment), cable television (Showtime Networks and CBS College Sports Network), local television (CBS Television Stations), television production and syndication (CBS Television Studios, CBS Studios International and CBS Television Distribution), radio (CBS Radio), advertising on out-of-home media (CBS Outdoor), publishing (Simon&Schuster), interactive media (CBS Interactive), music...
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...Demand is supported by the large number of customers. These conditions create market always changing. Marketing is satisfying people's the needs and the wants by the values of the product. Include: Realize needs - wants, investigate the market, segment the target of market: product strategy, price strategy, place strategy, promotion strategy. Order to become a marketer: We need: knowledge about marketing, perseverance, Creative. Marketing is creating value. Marketing Management is the process of planning and implementation of such plans, pricing, promotion and distribution of goods, services and ideas to create exchanges with target groups, meet goals customer and the organization. Increasing the effectiveness of marketing activities and put businesses ahead of the market. Marketing environment is affect by the abilities of manager such as create and carry out the plans that satisfy target market needs. II. The strategies of marketing of Chief Marketing Officer: A chief marketing officer (CMO) is a corporate executive responsible for marketing activities in an organization. To obtain strategic target investors should outline the specific objectives to get a desired result, it should be directed to the potential customers, helping Chief Marketing Officer (CMO) get many benefits profit. Need to consider the following steps: + Identify customer current and future strategies for most...
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...Marketing Plan & Strategies of PBS The information for this article was derived from many sources, including Michael Porter's book Competitive Advantage and the works of Philip Kotler. Concepts addressed include 'generic' strategies and strategies for pricing, distribution, promotion, advertising and market segmentation. Factors such as market penetration, market share, profit margins, budgets, financial analysis, capital investment, government actions, demographic changes, & emerging technologies. There are two major components to your marketing strategy: * how your enterprise will address the competitive marketplace * how you will implement and support your day to day operations. In today's very competitive marketplace a strategy that insures a consistent approach to offering your product or service in a way that will outsell the competition is critical. However, in concert with defining the marketing strategy you must also have a well defined methodology for the day to day process of implementing it. In the process of creating a marketing strategy you must consider many factors. Of those many factors, some are more important than others. Because each strategy must address some unique considerations, it is not reasonable to identify 'every' important factor at a generic level. However, many are common to all marketing strategies. Some of the more critical are described below. You begin the creation of your strategy by deciding what the overall objective of...
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...BSBMKG603B Manage the marketing process ASSESSMENT 1 1. Marketing activities: Any activities that a business or organization undertakes to build brand awareness are known as marketing activities. Even in a time period in which it is easier to create robust marketing materials than ever, the irony is that the larger number of resources means that the competition is only getting stiffer every day. Engaging in marketing activities on a daily basis is vital for ensuring the growth and success of any company. The marketing plan for Houzit stores was developed over 12 months ago and I am actively engaged in implementing the strategies to achieve the marketing objectives. Specifically, I am instigating those marketing activities that meet the marketing objectives of a 12% market share (up from 11%) and an increase in sales by 8.5% over last year’s result. Some of the marketing activities are listed below: ● magazine advertising and PR ● in-store promotions ● web based promotions. 2. Integration of organisational activities: Integration relates to how the different areas of the company coordinate their operations. A highly-integrated company has strong connections between departments and product lines, with each section working under a cohesive set of rules and strategies. Integrated companies are highly vertical and hierarchical in nature. These companies operate from a "topdown" mindset, where the management dictates the structure of each department rather than allowing the individual...
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...relating to word count, plagiarism and collusion for all tasks. This assignment is a result of my own independent work/ investigation except where otherwise stated. Other sources are acknowledged in the body of the text and/or a bibliography is appended. The work that I have submitted has not previously been accepted in substance for any other award. I further confirm that I have not shared my work with other candidates’ Prepared for : Zimbabwe Newspapers Prepared by : Marketing Manager Date : January 2012 Subject :Medium – term Marketing planning to address threats in the external environment of Zimbabwe Newspapers TABLE OF CONTENTS Content Page Executive Summary 4 Corporate Mission 5 Summary of audit findings 5 SWOT Analysis 6 Marketing objectives 6 - 7 Marketing Strategies 7 - 10 Marketing mix decisions 11 - 12 Budgets 12 Implementation 12 Evaluation and Control 13 APPENDICES Appendix 1 : Organizational background Appendix 2 : Audit Findings Appendix 3 : Gabriel’s credibility Matrix Appendix 4 : Implementation / Schedule of activities Evaluation Report References EXECUTIVE SUMMARY Zimbabwe Newspapers (1980) Ltd is the oldest newspaper publisher and commercial printer in Zimbabwe, as well...
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