Advertising — goal?
Motivate purchase, raise awareness, build loyalty
Advertising — primary goal?
Motivate purchase and build awareness
Publicity — role?
Media exposure managed by PR
Promotional mix components?
Advertising, sales promotion, PR, personal selling, direct marketing
Promotion — techniques?
Coupons, samples, contests
IMC — what?
Consistent messages across all channels
4Ps of marketing?
Product, Price, Place, Promotion
Greenwashing — meaning?
Superficial or false eco-friendly claims
Storytelling — purpose?
Engage emotions and strengthen memory
Push vs Pull strategies?
Push: force products; Pull: attract demand
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1. Which of the following best describes the concept of Integrated Marketing Communications (IMC)?
2. What is the primary purpose of advertising as defined in the revision sheet?
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