MAR – Exam 4 | Complete Exam Notes on
Promotion, Advertising & Integrated
Marketing Communications|Questions
Provided with A+ Graded Rationales
Latest Updated 2026
Promotion
Communication by marketers that informs, persuades, and reminds potential buyers of a
product in order to influence an opinion or elicit a response
Purposes of Promotion
inform, persuade, remind
Elements of the Promotion mix
advertising, sales promotion, personal selling, public relations
Integrated Marketing Communications (IMC)
the careful coordination of all promotional messages for a product or a service to ensure the
consistency of messages at every contact point at which a company meets the consumer
difference between traditional promotion mix and IMC
Traditional = all over the place
IMC = one coherent whole
What is a push promotion strategy?
Promoting a product to the next institution down the marketing channel. (P-W-R)
What is a pull promotion strategy?
Promoting a product directly to consumers to develop strong demand that pulls products
through the marketing channel. (P-C)
Communication process
The process that describes the exchange of information between two or more people
Channels
Letters, emails, in person
, elements of the communication process
1. Source (has information)
2. Encoding Information (coding process)
3. Message Developement
4. Communications Channel (medium)
5. Decoding the Message
6. Receiver
7. Feedback
Noise
Noise is constantly trying to interrupt the communication process
stages of response models
1. Cognitive stage
2. Affective stage
3. Behavioral stage
Cognitive Stage
where the receiver becomes aware of the message (thinking stage)
Affective Stage
where the receiver forms a liking or preference for the ad object (feeling stage)
Behavioral Stage
where the receiver acts on the preference (doing stage)
Advertising
A paid form of nonpersonal communication that is transmitted to a target audience through
mass media
What effective advertising can do for a company
can influence customers purchasing behavior throughout their lifetimes
Different advertising mediums
Movies, TV, Video Games, Newspaper, direct mail, magazines, sports, internet
Advertising Pervasiveness
The average American is exposed to more than 3,000 ads per day
Promotion, Advertising & Integrated
Marketing Communications|Questions
Provided with A+ Graded Rationales
Latest Updated 2026
Promotion
Communication by marketers that informs, persuades, and reminds potential buyers of a
product in order to influence an opinion or elicit a response
Purposes of Promotion
inform, persuade, remind
Elements of the Promotion mix
advertising, sales promotion, personal selling, public relations
Integrated Marketing Communications (IMC)
the careful coordination of all promotional messages for a product or a service to ensure the
consistency of messages at every contact point at which a company meets the consumer
difference between traditional promotion mix and IMC
Traditional = all over the place
IMC = one coherent whole
What is a push promotion strategy?
Promoting a product to the next institution down the marketing channel. (P-W-R)
What is a pull promotion strategy?
Promoting a product directly to consumers to develop strong demand that pulls products
through the marketing channel. (P-C)
Communication process
The process that describes the exchange of information between two or more people
Channels
Letters, emails, in person
, elements of the communication process
1. Source (has information)
2. Encoding Information (coding process)
3. Message Developement
4. Communications Channel (medium)
5. Decoding the Message
6. Receiver
7. Feedback
Noise
Noise is constantly trying to interrupt the communication process
stages of response models
1. Cognitive stage
2. Affective stage
3. Behavioral stage
Cognitive Stage
where the receiver becomes aware of the message (thinking stage)
Affective Stage
where the receiver forms a liking or preference for the ad object (feeling stage)
Behavioral Stage
where the receiver acts on the preference (doing stage)
Advertising
A paid form of nonpersonal communication that is transmitted to a target audience through
mass media
What effective advertising can do for a company
can influence customers purchasing behavior throughout their lifetimes
Different advertising mediums
Movies, TV, Video Games, Newspaper, direct mail, magazines, sports, internet
Advertising Pervasiveness
The average American is exposed to more than 3,000 ads per day
