MNM2607 PUBLIC RELATIONS Exam Questions with Correct Answers

MNM2607 PUBLIC RELATIONS Exam Questions with Correct Answers Interactive communication - Answer-is an exchange of ideas where both participants, whether human, machine or art form, are active and can have an effect on one another Interactive marketing communication - Answer-refers to the evolving trend in marketing whereby marketing has moved from a transaction-based effort to a conversation Brand equity - Answer-is a phrase used in the marketing industry which describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name Communication and business synergy - Answer-To establish the mutual beneficial relationship among the different part s of an organization . To achieve the targeted interest of the organization through unified integrated communication. Communication custodians - Answer-The public relations team of the organization Customers and consumers - Answer-Purchase goods and services from organizations Integrated communications (IC) - Answer-the strategic management process of organizationally controlling or influencing all messages and encouraging purposeful, data-driven dialog to create and nourish long-term, profitable relationships with stakeholders Integrated marketing communication (IMC) - Answer-is the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other. Stakeholders - Answer-the community from which the business draws its resources that can affect or be affected by the organization's actions, objectives and policies. differences between integrated marketing communications and integrated communications - Answer-Integrated Marketing is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise. Integrated communications is the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each overall objective of an IC process is to provide a unified and consistent delivery of information, The evolution of IC - Answer-Integration has become a widely used concept in marketing. Marketing theory that was established during the discipline's formative years has been overtaken by the complexities of real-time, multi modal, multi directional communication Theoretical components of IC - Answer-two-way symmetrical communication managing stakeholder relationships brand relationships and brand equity streamlined integrated communication (one voice , one look) cross-functional processes and planning