Integrated Advertising, Promotion, and Marketing Communications Clow 6th Edition Test Bank

This is completed downloadable Integrated Advertising, Promotion, and Marketing Communications Clow 6th Edition Test Bank

 

Product Details:

• ISBN-10 ‏ : ‎ 0133126250
• ISBN-13 ‏ : ‎ 978-0133126259
• Author:  Kenneth E. Clow, Donald E. Baack 

Directed primarily toward undergraduate Marketing college/university majors, this text also provides practical content to current and aspiring industry professionals.

The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing readers with the information they need to understand the process and benefits of successful IMC campaigns.

 

Table of Content:

1. Part 1 The IMC Foundation
2. Chapter 1 Integrated Marketing Communications
3. Learning Objectives
4. Overview
5. The Nature of Communication
6. Lending Tree
7. Integrated Marketing Communications
8. An Integrated Marketing Communications Plan
9. Emerging Trends in Marketing Communications
10. Emphasis on Accountability and Measurable Results
11. Mobile Marketing
12. Integration of Media Platforms
13. Changes in Channel Power
14. Increases in Global Competition
15. Increases in Brand Parity
16. Emphasis on Customer Engagement
17. Focus on Convenience
18. Cause-related Marketing and Advertising
19. The Role of Integrated Marketing Communications
20. IMC Components and the Design of this Text
21. IMC Foundation
22. Advertising
23. Digital, Mobile, and Alternative
24. Selling Components
25. Integration
26. International Implications
27. Summary
28. Key Terms
29. Review Questions
30. Critical Thinking Exercises
31. Integrated Learning Exercises
32. Blog Exercises
33. Student Project Creative Corner
34. Case 1 KFC Changes Spokespersons
35. Case 2 Mike’s Old-Time Ice Cream and Chocolate Shop
36. Chapter 2 Brand Management
37. Learning Objectives
38. Overview
39. Michelin
40. Corporate and Brand Image
41. Components of Brand Image
42. The Role of Brand Image—Consumer Perspective
43. The Role of Brand Image—Company Perspective
44. Brand Names and Brand Types
45. Family Brands
46. Brand Extensions
47. Flanker Brands
48. Co-Branding
49. Brand Logos
50. Identifying the Desired Brand Image
51. Creating the Right Brand Image
52. Rejuvenating a Brand’s Image
53. Changing a Brand’s Image
54. Developing and Building Powerful Brands
55. Brand Loyalty
56. Brand Equity
57. Private Brands
58. Advantages to Retailers
59. Responses from Manufacturers
60. Packaging
61. Labels
62. Ethical Issues in Brand Management
63. International Implications
64. Summary
65. Key Terms
66. Review Questions
67. Critical Thinking Exercises
68. Integrated Learning Exercises
69. Blog Exercises
70. Student Project Creative Corner
71. Products
72. Case 1 Creating a Company Name
73. Case 2 Brand Alliances and Brand Resurrections
74. Chapter 3 Buyer Behaviors
75. Learning Objectives
76. Overview
77. Nescafé
78. Information Searches and the Consumer Purchasing Process
79. Internal Search
80. External Search
81. Ability to Search
82. Level of Motivation
83. Costs versus Benefits
84. Consumer Attitudes
85. Consumer Values
86. Cognitive Mapping
87. Cognitive Linkages
88. Processing New Information
89. Retaining Information
90. New Concepts
91. Marketing Messages
92. Evaluation of Alternatives
93. The Evoked Set Method
94. The Multiattribute Approach
95. Affect Referral
96. Trends in the Consumer Buying Environment
97. Age Complexity
98. Gender Complexity
99. Active, Busy Lifestyles
100. Diverse Lifestyles
101. Communication Revolution
102. Experience Pursuits
103. Health Emphasis
104. Business-to-Business Buyer Behaviors and Influences
105. Organizational Influences
106. Individual Factors
107. Personality
108. Roles
109. Motivation
110. Level of Power
111. Risk
112. Levels of Cognitive Involvement
113. Personal Objectives
114. Types of Business-to-Business Sales
115. The Business-to-Business Buying Process
116. Identification of Needs
117. Establishment of Specifications
118. Identification of Vendors
119. Vendor Evaluation
120. Vendor Selection
121. Negotiation of Terms
122. Postpurchase Evaluation
123. Dual Channel Marketing
124. Spin-Off Sales
125. Marketing Decisions
126. International Implications
127. Summary
128. Key Terms
129. Review Questions
130. Critical Thinking Exercises
131. Integrated Learning Exercises
132. Blog Exercises
133. Student Project Creative Corner
134. Case 1 Electric, Hybrid, or Fossil Fuel?
135. Case 2 Choosing a Life Insurance Policy
136. Chapter 4 The IMC Planning Process
137. Learning Objectives
138. Overview
139. Co-Marketing and IMC Planning
140. Communications Research
141. Market Segmentation by Consumer Groups
142. Segments Based on Demographics
143. Gender
144. Age
145. Age and Lifestage
146. Income
147. Ethnicity
148. Psychographics
149. Based on Generations
150. Segmentation by Geographic Area
151. Geodemographic Segmentation
152. Benefit Segmentation
153. Usage Segmentation
154. Business-to-Business Market Segmentation
155. Segmentation by Industry
156. Segmentation by Size
157. Segmentation by Geographic Location
158. Segmentation by Product Usage
159. Segmentation by Customer Value
160. Product Positioning
161. Approaches to Positioning
162. Product Attributes
163. Competitors
164. Use or Application
165. Price-Quality Relationship
166. Product User
167. Product Class
168. Cultural Symbol
169. Other Elements of Positioning
170. International Positioning
171. Marketing Communications Objectives
172. Types of Budgets
173. Percentage of Sales
174. Meet the Competition
175. “What We Can Afford”
176. Objective and Task
177. Payout Planning
178. Quantitative Models
179. Communications Schedules
180. IMC Components
181. International Implications
182. Summary
183. Key Terms
184. Review Questions
185. Critical Thinking Exercises
186. Integrated Learning Exercises
187. Blog Exercises
188. Student Project Creative Corner
189. Case 1 Landscape Designs and Moore
190. Case 2 Phase 2 Fitness Center
191. Part 2 IMC Advertising Tools
192. Chapter 5 Advertising Campaign Management
193. Learning Objectives
194. Overview
195. Zehnder Communications
196. Advertising Theory
197. Hierarchy of Effects
198. Means–End Theory
199. Verbal and Visual Images
200. Visual Esperanto
201. Business-to-Business
202. The Impact of Advertising Expenditures
203. Threshold Effects
204. Diminishing Returns
205. Carryover Effects
206. Wear-Out Effects
207. Decay Effects
208. In-House versus External Advertising Agencies
209. Budget Allocation Considerations
210. Crowdsourcing
211. Choosing an Agency
212. Goal Setting
213. Selection Criteria
214. Agency Size
215. Relevant Experience
216. Creative Reputation and Capabilities
217. Production and Media-Purchasing Capabilities
218. Other Criteria
219. Creative Pitch
220. Agency Selection
221. Roles of Advertising Personnel
222. Account Executives
223. Creatives
224. Traffic Managers
225. Account Planners
226. Data Scientists
227. Digital and Social Media Managers and Consultants
228. Specialist Positions
229. Advertising Campaign Parameters
230. Advertising Goals
231. Build Brand Awareness
232. Provide Information
233. Persuasion
234. Supporting Marketing Efforts
235. Encouraging Action
236. Media Selection
237. Taglines
238. Consistency
239. Positioning
240. Campaign Duration
241. The Creative Brief
242. The Objective
243. The Target Audience
244. The Message Theme
245. The Support
246. The Constraints
247. International Implications
248. Summary
249. Key Terms
250. Review Questions
251. Critical Thinking Exercises
252. Integrated Learning Exercises
253. Blog Exercises
254. Student Project Creative Corner
255. Project Details
256. Project Description and Rationale
257. Business Objectives/Revenue/Profit Goals:
258. Four P’s Analysis
259. Target Audience
260. Research
261. Competitive Landscape
262. Preliminary Design/Messaging Ideas
263. List everything you DO NOT want to see/hear in the new creative:
264. Case 1 Ben’s Bug Out
265. Case 2 Jake’s Trophy Shop
266. Chapter 6 Advertising Design
267. Learning Objectives
268. Overview
269. Mcgarrybowen
270. Message Strategies
271. Cognitive Message Strategies
272. Generic Messages
273. Preemptive Messages
274. Unique Selling Proposition
275. Hyperbole
276. Comparative Advertising
277. Affective Message Strategies
278. Resonance
279. Emotional
280. Conative Message Strategy
281. Types of Advertising Appeals
282. Fear Appeals
283. Severity and Vulnerability
284. Rewards to Response Efficacy
285. Appeal Strength
286. Humor Appeals
287. Sex Appeals
288. Subliminal Approach
289. Sensuality
290. Sexual Suggestiveness
291. Nudity or Partial Nudity
292. Overt Sexuality
293. Decorative Models
294. Effectiveness of Sex Appeals
295. Societal Trends
296. Criticisms of Sex Appeals
297. Music Appeals
298. Rational Appeals
299. Emotional Appeals
300. Scarcity Appeals
301. Executional Frameworks
302. Animation Executions
303. Slice-of-Life Executions
304. Storytelling Executions
305. Testimonial Executions
306. Authoritative Executions
307. Demonstration Executions
308. Fantasy Executions
309. Informative Executions
310. Sources and Spokespersons
311. Celebrity Spokespersons
312. Additional Celebrity Endorsements
313. CEO Spokespersons
314. Experts
315. Typical Persons
316. Source Characteristics
317. Credibility
318. Attractiveness
319. Similarity
320. Likeability
321. Trustworthiness
322. Expertise
323. A Key Source Characteristic: Character Issues
324. Matching Source Types and Characteristics
325. International Implications
326. Summary
327. Key Terms
328. Review Questions
329. Critical Thinking Exercises
330. Integrated Learning Exercises
331. Blog Exercises
332. Student Project Creative Corner
333. Case 1 Home Security Marketing
334. Case 2 Felicity’s Fine Formalwear
335. Chapter 7 Traditional Media Channels
336. Learning Objectives
337. Overview
338. Mother’s Day Marketing
339. The Media Strategy
340. Media Planning
341. Media Planners
342. Media Buyers
343. Small versus Large Markets
344. Advertising Terminology
345. Frequency
346. Opportunities to See
347. Gross Rating Points
348. Cost
349. Ratings and Cost per Rating Point
350. Continuity
351. Impressions
352. Achieving Advertising Objectives
353. The Three-Exposure Hypothesis
354. Recency Theory
355. Effective Reach and Frequency
356. Brand Recognition
357. Brand Recall
358. Media Selection
359. Television
360. Advantages of Television Advertising
361. Disadvantages of Television Advertising
362. Ratings
363. C3 Ratings
364. Ratings Providers
365. Local and Regional Television Advertising
366. Dynamic Advertising
367. Social Media and Television
368. YouTube and Television
369. Super Bowl Advertising
370. Radio
371. Advantages of Radio Advertising
372. Disadvantages of Radio Advertising
373. Out-of-Home Advertising
374. Advantages of Out-of-Home Advertising
375. Disadvantages of Out-of-Home Advertising
376. Print Media
377. Magazines
378. Advantages of Magazine Advertising
379. Disadvantages of Magazine Advertising
380. Newspapers
381. Advantages of Newspaper Advertising
382. Disadvantages of Newspaper Advertising
383. Media Mix
384. Media Selection in Business-to-Business Markets
385. International Implications
386. Summary
387. Key Terms
388. Review Questions
389. Critical Thinking Exercises
390. Integrated Learning Exercises
391. Blog Exercises
392. Student Project Creative Corner
393. Case 1 Bass Pro Shops
394. Case 2 Cindy’s Auto Body Repair Shop
395. Part 3 Digital, Mobile, and Alternative Marketing
396. Chapter 8 Digital and Mobile Marketing
397. Learning Objectives
398. Overview
399. Artificial Intelligence, Programmatic Advertising, and Chatbots
400. Digital Marketing
401. Consumer Shopping Patterns
402. E-Commerce
403. Mobile Marketing
404. Digital Strategies
405. Interactive Marketing
406. Content Marketing and Native Advertising
407. Location-Based Advertising
408. Remarketing
409. Behavioral Targeting
410. Blogs, Podcasts, and Newsletters
411. Email Marketing
412. Web Advertising
413. Programmatic Advertising
414. Widgets
415. Impact of Online Advertising
416. Offline Advertising
417. Search Engine Optimization (SEO)
418. International Implications
419. Summary
420. Key Terms
421. Review Questions
422. Critical Thinking Exercises
423. Integrated Learning Exercises
424. Blog Exercises
425. Student Project Creative Corner
426. Case 1 Ski and Snowboard Specialists
427. Case 2 Donuts by Denise
428. Chapter 9 Social Media
429. Learning Objectives
430. Overview
431. Wholly Guacamole
432. Social Networks
433. Social Media Sites
434. Facebook
435. YouTube
436. Instagram
437. Twitter
438. Pinterest
439. Snapchat
440. TikTok
441. Social Media Marketing
442. Social Media Marketing Strategies
443. Building a Social Media Presence
444. Content Seeding
445. Behavioral Targeting
446. Real Time Marketing
447. Video Marketing
448. Influencer Marketing
449. Interactive Blogs
450. Consumer-Generated Reviews
451. Viral Marketing
452. International Implications
453. Summary
454. Key Terms
455. Review Questions
456. Critical Thinking Exercises
457. Integrated Learning Exercises
458. Blog Exercises
459. Student Project Creative Corner
460. Case 1 Shelby’s Stables
461. Case 2 L’Oréal
462. Chapter 10 Alternative Marketing
463. Learning Objectives
464. Overview
465. The Country Music Awards
466. Alternative Marketing Programs
467. Buzz Marketing
468. Consumers Who Like a Brand
469. Sponsored Consumers
470. Brand Ambassadors
471. House or Block Parties
472. Company Employees
473. Buzz Marketing Stages
474. Buzz Marketing Preconditions
475. Buzz Marketing and Fund Raising
476. Stealth Marketing
477. Guerrilla Marketing
478. Lifestyle Marketing
479. Experiential Marketing
480. Product Placements and Branded Entertainment
481. Product Placements
482. Branded Entertainment
483. Achieving Success
484. Company Tactics
485. The Media’s Perspective
486. Alternative Media Venues
487. Video Game Advertising
488. Mobile Games
489. New Video Game Technology
490. Females and Video Games
491. Benefits of Video Game Advertising
492. Cinema Advertising
493. Other Alternative Media
494. In-Store Marketing
495. In-Store Marketing Tactics
496. Point-of-Purchase Marketing
497. Designing Effective Point-of-Purchase Displays
498. Measuring Point-of-Purchase Effectiveness
499. Brand Communities
500. International Implications
501. Summary
502. Key Terms
503. Review Questions
504. Critical Thinking Exercises
505. Integrated Learning Exercises
506. Blog Exercises
507. Student Project Creative Corner
508. Case 1 Alternative Marketing: Ethnic Holidays
509. Case 2 Matt and Jerry’s Disc Golf Course
510. Part 4 IMC Promotional Tools
511. Chapter 11 Database and Direct Response Marketing and Personal Selling
512. Learning Objectives
513. Overview
514. Sephora
515. Database Marketing
516. Building a Data Warehouse
517. Email, Mobile, and Internet Data
518. Purchase and Communication Histories
519. Personal Preference Profiles
520. Customer Information Companies
521. Geocoding
522. Database Coding and Analysis
523. Lifetime Value Analysis
524. Customer Clusters
525. Location Data Tracking
526. Data Mining
527. Database-Driven Marketing Communications
528. Identification Codes
529. Personalized Communications
530. Customized Content
531. Inbound Telemarketing
532. Trawling
533. Database-Driven Marketing Programs
534. Permission Marketing
535. Keys to Success in Permission Marketing
536. Permission Marketing Enticements
537. Frequency Programs
538. Goals
539. Principles
540. Data-Driven Customization
541. Maximize Motivation
542. Customer Relationship Management
543. Direct Response Marketing
544. Mobile Marketing
545. Direct Mail
546. Types of Commercial Lists
547. Catalogs
548. Traditional Media
549. Search Engines and Email
550. Direct Sales
551. Telemarketing
552. Personal Selling
553. Generating Leads
554. Qualifying Prospects
555. Knowledge Acquisition
556. The Sales Presentation
557. Handling Objections
558. Closing the Sale
559. Follow-Up
560. International Implications
561. Summary
562. Key Terms
563. Review Questions
564. Critical Thinking Exercises
565. Integrated Learning Exercises
566. Blog Exercises
567. Student Project Creative Corner
568. Case 1 Salon Sensational
569. Case 2 The Racquet Club
570. Chapter 12 Sales Promotions
571. Learning Objectives
572. Overview
573. Mentos: Gumming up an Imc Program
574. Consumer Promotions
575. Coupons
576. Coupon Distribution
577. Services
578. Disadvantages of Coupons
579. Premiums
580. Types of Premiums
581. Services
582. Keys to Successful Premium Programs
583. Contests and Sweepstakes
584. Contests
585. Services
586. Sweepstakes
587. Perceived Value
588. The Internet and Social Media
589. Goals of Contests and Sweepstakes
590. Refunds and Rebates
591. Sampling
592. Sample Distribution
593. Services
594. Benefits of Sampling
595. Successful Sampling Programs
596. Bonus Packs
597. Types of Bonus Packs
598. Services
599. Keys to Successful Bonus Packs
600. Price-Offs
601. Benefits of Price-Offs
602. Services
603. Problems with Price-Offs
604. Overlays and Tie-Ins
605. Planning for Consumer Promotions
606. Trade Promotions
607. Trade Allowances
608. Slotting Fees
609. Exit Fees
610. Trade Allowance Complications
611. Trade Contests
612. Trade Incentives
613. Cooperative Merchandising Agreements
614. Premiums and Bonus Packs
615. Cooperative Advertising
616. Trade Shows
617. Recent Event
618. Concerns with Trade Promotions
619. International Implications
620. Summary
621. Key Terms
622. Review Questions
623. Critical Thinking Exercises
624. Integrated Learning Exercises
625. Blog Exercises
626. Student Project Creative Corner
627. Case 1 Marketing Sports Equipment
628. Case 2 Razor Wars and Sales Promotion Tactics
629. Chapter 13 Public Relations and Sponsorship Programs
630. Learning Objectives
631. Overview
632. Racism Incidents and Public Relations
633. Public Relations
634. Internal versus External Public Relations
635. Public Relations Tools
636. Public Relations Functions
637. Identifying Stakeholders
638. Internal Stakeholders
639. External Stakeholders
640. Assessing Corporate Reputation
641. Corporate Social Responsibility
642. Creating Positive Image-Building Activities
643. Cause-Related Marketing
644. Benefits to Nonprofit Organizations
645. Green Marketing and Pro-Environmental Activities
646. Promoting Green Activities
647. Greenwashing
648. Preventing or Reducing Image Damage
649. Proactive Prevention Strategies
650. Reactive Damage-Control Strategies
651. Internet Interventions
652. Crisis Management
653. Apology Strategies
654. Impression Management
655. The Coronavirus Challenge
656. Sponsorships
657. Forms of Sponsorships
658. Social Media and Blogs
659. Sponsorship Objectives
660. Event Marketing
661. Selecting Sponsorships and Events
662. Determining Objectives
663. Matching the Audience to the Company’s Target Market
664. Promoting the Event
665. Advertising at the Event
666. Tracking Results
667. Cross-Promotions
668. International Implications
669. Summary
670. Key Terms
671. Review Questions
672. Critical Thinking Exercises
673. Integrated Learning Exercises
674. Blog Exercises
675. Student Project Creative Corner
676. Case 1 Lean Cuisine’s #Itall Campaign
677. Case 2 Olive Garden: Meet the Girls Next Door
678. Part 5 IMC Ethics, Regulation, and Evaluation
679. Chapter 14 Regulations and Ethical Concerns
680. Learning Objectives
681. Overview
682. Lumosity Pays $2 Million Settlement
683. Marketing Communications Regulations
684. Governmental Regulatory Agencies
685. The Federal Trade Commission
686. Unfair and Deceptive Marketing Practices
687. Deception Versus Puffery
688. Substantiation of Marketing Claims
689. Comparative Advertising
690. How Investigations Begin
691. FTC Settlements
692. Consent Order
693. Administrative Complaints
694. Courts and Legal Channels
695. Corrective Advertising
696. Trade Regulation Rulings
697. Industry Oversight of Marketing Practices
698. Council of Better Business Bureaus
699. National Advertising Division
700. National Advertising Review Board
701. Children’s Advertising Review Unit
702. Advantages of Self-Regulation
703. IMC and Ethics
704. Ethics and Advertising
705. Perpetuating Stereotypes
706. Advertising Unsafe Products
707. Offensive Advertisements
708. Advertising to Children
709. Marketing and Ethics
710. Brand Infringement
711. Marketing of Professional Services
712. Gifts and Bribery in Business-to-Business Marketing Programs
713. Spam and Cookies
714. Ambush Marketing
715. Stealth Marketing
716. Responding to Ethical Challenges
717. Ethics Programs
718. Ethics Training Programs
719. Codes of Ethics
720. Ethics Consulting Systems
721. International Implications
722. Summary
723. Key Terms
724. Review Questions
725. Critical Thinking Exercises
726. Integrated Learning Exercises
727. Blog Exercises
728. Student Project Creative Corner
729. Case 1 Fanduel, Draftkings, and Legalized Sports Gambling
730. Case 2 Herbal Remedies, Oils, and Alternative Medicine
731. Chapter 15 Evaluating an Integrated Marketing Program
732. Learning Objectives
733. Overview
734. Closing the Loop: Interstate Batteries
735. Evaluation Metrics
736. Matching Methods with IMC Objectives
737. Message Evaluations
738. Advertising Tracking Research
739. Ad Tracking Methodology
740. Report Cards and Benchmarks
741. Copytesting
742. Testing Emotional Reactions
743. Verbatim Comments
744. Copytesting Controversies
745. Emotional Reaction Tests
746. Cognitive Neuroscience
747. Evaluation Criteria
748. Online Evaluation Metrics
749. Behavioral Evaluations
750. Test Markets
751. Competitive Responses
752. Scanner Data
753. Purchase Simulation Tests
754. International Implications
755. Summary
756. Key Terms
757. Review Questions
758. Critical Thinking Exercises
759. Integrated Learning Exercises
760. Blog Exercises
761. Student Project Creative Corner
762. Case 1 The Vaseline Healing Project
763. Case 2 Home Repair Referrals: Two Levels of Evaluation
764. Endnotes
765. Name Index