Capter 1
What are the five steps that make up the communication process?
-Sender -Encoding -Transmission Device -Decoding -Receiver
What are the four Intergrated Marketing Communication (IMC) components?
1)The Foundation 2)Advertising tools 3)Promotional tools 4)Integration tools
Chapter 2
What is brand equity?
- Characteristics that are unique to a brand. And the idea that a given brand name is different or more superior.
What is complementary branding?
-The use of marketing two brands together for co-consumption. (Ex. Seagrams 7 and 7up)
Chapter 3
What is the steps involved with the consumer decision making process?
-Problem recognition -Information search -Evaluation of Alternatives -Purchase decision -Post purchase evaluation
What is the orders for the Attitude Sequence?
-Cognitive > Affective > Conative
-Affective > Conative > Cognative
-Conative > Cognative > Affective
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