CPM Distribution Channels & Integrated Marketing Communications Flashcards

The 'AIDA' model in marketing communications stands for:

Answer: Awareness, Interest, Desire, Action

The AIDA model describes the consumer journey through Awareness, Interest, Desire, and Action — a framework for structuring persuasive communications.

Which distribution strategy grants a single retailer exclusive rights to sell a product within a defined geographic area?

Answer: Exclusive distribution

Exclusive distribution limits product availability to one authorized dealer per territory, often used for luxury or high-involvement products to maintain brand prestige.

In the context of IMC, 'media mix' refers to:

Answer: The combination of communication channels used to reach target audiences

The media mix specifies which combination of channels (TV, digital, print, social, etc.) will be used to deliver the campaign message to target audiences.

Which type of intermediary takes title (ownership) of goods and resells them, bearing inventory risk?

Answer: Merchant wholesaler

Merchant wholesalers purchase and take title to goods, assuming inventory risk, before reselling to retailers or other businesses.

What is the goal of 'frequency' in media planning?

Answer: Ensuring the target audience sees the message enough times to take action

Frequency measures the average number of times the target audience is exposed to a message, with sufficient repetition needed to drive recall and action.

A retailer's private label brand competing directly with a manufacturer's brand on the same shelf is an example of:

Answer: Vertical channel conflict

Vertical channel conflict occurs between different levels of the same channel, such as a retailer's store brand undercutting the manufacturer's brand it also stocks.