Questions from General Marketing

Q: What is promotion? What is integrated marketing communication? What are

What is promotion? What is integrated marketing communication? What are multichannel promotional strategies?

Q: Describe the traditional communication model.

Describe the traditional communication model.

Q: List the elements of the promotion mix and describe how they are

List the elements of the promotion mix and describe how they are used to deliver personal and mass appeals.

Q: List and explain the steps in promotion planning.

List and explain the steps in promotion planning.

Q: Explain the hierarchy of effects and how it is used in communication

Explain the hierarchy of effects and how it is used in communication objectives.

Q: Describe the major ways in which firms develop marketing communication budgets.

Describe the major ways in which firms develop marketing communication budgets.

Q: Explain some of the different types of trade sales promotions marketers frequently

Explain some of the different types of trade sales promotions marketers frequently use.

Q: Describe push versus pull strategies. What is advertising, and what

Describe push versus pull strategies. What is advertising, and what types of advertising do marketers use most often? What is an advertising campaign?

Q: Firms may seek the help of full-service or limited-

Firms may seek the help of full-service or limited-service advertising agencies for their advertising. Describe each.

Q: What is consumer-generated advertising and why is it growing in

What is consumer-generated advertising and why is it growing in importance? What is crowdsourcing and how is it used in advertising?