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MAR | 3023 |UCF |EXAM | 5 |QUESTIONS |
WITH |ANSWERS
advertising |- |CORRECT |ANSWERS |✔✔A |paid |form |of |communication | from |an |identifiable |source, |delivered |through |a |communication | channel, |and |designed |to |persuade |the |receiver |to |take |some | action |now |or |in |the |future. AIDA |model |- |CORRECT |ANSWERS |✔✔A |common |model |of |the | series |of |mental |stages |through |which |consumers |move |as |a |result | of |marketing |communications: |Awareness |leads |to |Interests, |which | lead |to |Desire, |which |leads |to |Action. aided |recall |- |CORRECT |ANSWERS |✔✔An |awareness |metric |that | occurs |when |consumers |recognize |a |name |(e.g., |of |a |brand) |that | has |been |presented |to |them. blog |(weblog) |- |CORRECT |ANSWERS |✔✔An |online |diary |with | periodic |posts; |corporate |blogs |are |a |new |form |of |marketing | communications. brand |awareness |- |CORRECT |ANSWERS |✔✔Measures |how |many | consumers |in |a |market |are |familiar |with |the |brand |and |what |it | stands |for; |created |through |repeated |exposures |of |the |various |
brand |elements |(brand |name, |logo, |symbol, |character, |packaging, | or |slogan) |in |the |firm's |communications |to |consumers. click-through |rate |(CTR) |- |CORRECT |ANSWERS |✔✔The |number |of | times |a |user |clicks |on |an |online |ad |divided |by |the |number |of | impressions. communication |channel |- |CORRECT |ANSWERS |✔✔The |medium— print, |broadcast, |the |Internet—that |carries |the |message. decoding |- |CORRECT |ANSWERS |✔✔The |process |by |which |the | receiver |interprets |the |sender's |message. direct |marketing |- |CORRECT |ANSWERS |✔✔Sales |and |promotional | techniques |that |communicate |directly |with |target |customers |to | generate |a |response |or |transaction. encoding |- |CORRECT |ANSWERS |✔✔The |process |of |converting |the | sender's |ideas |into |a |message, |which |could |be |verbal, |visual, |or | both. feedback |loop |- |CORRECT |ANSWERS |✔✔Allows |the |receiver |to | communicate |with |the |sender |and |thereby |informs |the |sender | whether |the |message |was |received |and |decoded |properly.
noise |- |CORRECT |ANSWERS |✔✔Any |interference |that |stems |from | competing |messages, |a |lack |of |clarity |in |the |message, |or |a |flaw |in | the |medium; |a |problem |for |all |communication |channels. objective-and-task |method |- |CORRECT |ANSWERS |✔✔An |IMC | budgeting |method |that |determines |the |cost |required |to |undertake | specific |tasks |to |accomplish |communication |objectives; |process | entails |setting |objectives, |choosing |media, |and |determining |costs. personal |selling |- |CORRECT |ANSWERS |✔✔The |two-way |flow |of | communication |between |a |buyer |and |a |seller |that |is |designed |to | influence |the |buyer's |purchase |decision. public |relations |(PR) |- |CORRECT |ANSWERS |✔✔The |organizational | function |that |manages |the |firm's |communications |to |achieve |a | variety |of |objectives, |including |building |and |maintaining |a |positive | image, |handling |or |heading |off |unfavorable |stories |or |events, |and | maintaining |positive |relationships |with |the |media. reach |- |CORRECT |ANSWERS |✔✔Measure |of |consumers' |exposure |to | marketing |communications; |the |percentage |of |the |target | population |exposed |to |a |specific |marketing |communication, |such | as |an |advertisement, |at |least |once.
receiver |- |CORRECT |ANSWERS |✔✔The |person |who |reads, |hears, |or | sees |and |processes |the |information |contained |in |the |message |or | advertisement. relevance |- |CORRECT |ANSWERS |✔✔In |the |context |of |search |engine | marketing |(SEM), |it |is |a |metric |used |to |determine |how |useful |an | advertisement |is |to |the |consumer. return |on |marketing |investment |(ROMI) |- |CORRECT |ANSWERS | ✔✔The |amount |of |profit |divided |by |the |value |of |the |investment. |In | the |case |of |an |advertisement, |the |ROI |is |(Sales |revenue |generated | by |ad |− |Ad's |cost) |÷ |Ad's |cost. rule-of-thumb |methods |- |CORRECT |ANSWERS |✔✔Budgeting |methods |that |base |the |IMC |budget |on |either |the |firm's |share |of |the |market | in |relation |to |competition, |a |fixed |percentage |of |forecasted |sales, | or |what |is |left |after |other |operating |costs |and |forecasted |sales |have |been |budgeted. sales |promotions |- |CORRECT |ANSWERS |✔✔Special |incentives |or | excitement-building |programs |that |encourage |the |purchase |of |a | product |or |service, |such |as |coupons, |rebates, |contests, |free | samples, |and |point-of-purchase |displays.
web-tracking |software |- |CORRECT |ANSWERS |✔✔Software |used |to | assess |how |much |time |viewers |spend |on |particular |web |pages |and | the |number |of |pages |they |view. advertising |- |CORRECT |ANSWERS |✔✔A |paid |form |of |communication | from |an |identifiable |source, |delivered |through |a |communication | channel, |and |designed |to |persuade |the |receiver |to |take |some | action |now |or |in |the |future. advertising |plan |- |CORRECT |ANSWERS |✔✔A |section |of |the |firm's | overall |marketing |plan |that |explicitly |outlines |the |objectives |of |the | advertising |campaign, |how |the |campaign |might |accomplish |those | objectives, |and |how |the |firm |can |determine |whether |the |campaign | was |successful. advertising |schedule |- |CORRECT |ANSWERS |✔✔The |specification |of | the |timing |and |duration |of |advertising. body |copy |- |CORRECT |ANSWERS |✔✔The |main |text |portion |of |an |ad. brand |elements |- |CORRECT |ANSWERS |✔✔Characteristics |that |identify |the |sponsor |of |a |specific |ad. cause-related |marketing |- |CORRECT |ANSWERS |✔✔Commercial | activity |in |which |businesses |and |charities |form |a |partnership |to |
market |an |image, |a |product, |or |a |service |for |their |mutual |benefit; | a |type |of |promotional |campaign. contest |- |CORRECT |ANSWERS |✔✔A |brand-sponsored |competition | that |requires |some |form |of |skill |or |effort. continuous |advertising |schedule |- |CORRECT |ANSWERS |✔✔An | advertising |schedule |that |runs |steadily |throughout |the |year |and | therefore |is |suited |to |products |and |services |that |are |consumed | continually |at |relatively |steady |rates |and |that |require |a |steady |level | of |persuasive |or |reminder |advertising. coupon |- |CORRECT |ANSWERS |✔✔Provides |a |stated |discount |to | consumers |on |the |final |selling |price |of |a |specific |item; |the |retailer | handles |the |discount. cross-promoting |- |CORRECT |ANSWERS |✔✔Efforts |of |two |or |more | firms |joining |together |to |reach |a |specific |target |market. deal |- |CORRECT |ANSWERS |✔✔A |type |of |short-term |price |reduction | that |can |take |several |forms, |such |as |a |"featured |price," |a |price | lower |than |the |regular |price; |a |"buy |one, |get |one |free" |offer; |or |a | certain |percentage |"more |free" |offer |contained |in |larger |packaging; | can |involve |a |special |financing |arrangement, |such |as |reduced | percentage |interest |rates |or |extended |repayment |terms.
informative |advertising |- |CORRECT |ANSWERS |✔✔Communication | used |to |create |and |build |brand |awareness, |with |the |ultimate |goal | of |moving |the |consumer |through |the |buying |cycle |to |a |purchase. institutional |advertisement |- |CORRECT |ANSWERS |✔✔A |type | ofadvertising |that |promotes |a |company, |corporation, |business, | institution, |or |organization. |Unlike |product-focused |advertisements, | it |is |not |intended |to |sell |a |particular |product |or |service. lift |- |CORRECT |ANSWERS |✔✔Additional |sales |caused |by |advertising. loyalty |program |- |CORRECT |ANSWERS |✔✔Specifically |designed |to | retain |customers |by |offering |premiums |or |other |incentives |to | customers |who |make |multiple |purchases |over |time. mass |media |- |CORRECT |ANSWERS |✔✔Channels |that |are |ideal |for | reaching |large |numbers |of |anonymous |audience |members; |include | national |newspapers, |magazines, |radio, |and |television. media |buy |- |CORRECT |ANSWERS |✔✔The |actual |purchase |of |airtime | or |print |pages. media |mix |- |CORRECT |ANSWERS |✔✔The |combination |of |the |media | used |and |the |frequency |of |advertising |in |each |medium.
media |planning |- |CORRECT |ANSWERS |✔✔The |process |of |evaluating | and |selecting |the |media |mix |that |will |deliver |a |clear, |consistent, | compelling |message |to |the |intended |audience. niche |media |- |CORRECT |ANSWERS |✔✔Channels |that |are |focused | and |generally |used |to |reach |narrow |segments, |often |with |unique | demographic |characteristics |or |interests. persuasive |advertising |- |CORRECT |ANSWERS |✔✔Communication | used |to |motivate |consumers |to |take |action. point-of-purchase |(POP) |display |- |CORRECT |ANSWERS |✔✔A | merchandise |display |located |at |the |point |of |purchase, |such |as |at | the |checkout |counter |in |a |grocery |store. posttesting |- |CORRECT |ANSWERS |✔✔The |evaluation |of |an |IMC | campaign's |impact |after |it |has |been |implemented. premium |- |CORRECT |ANSWERS |✔✔An |item |offered |for |free |or |at |a | bargain |price |to |reward |some |type |of |behavior, |such |as |buying, | sampling, |or |testing.
puffery |- |CORRECT |ANSWERS |✔✔The |legal |exaggeration |of |praise, | stopping |just |short |of |deception, |lavished |on |a |product. pull |strategy |- |CORRECT |ANSWERS |✔✔A |strategy |in |which |the |goal | is |to |get |consumers |to |pull |the |product |through |the |marketing | channel |by |demanding |it. pulsing |(advertising |schedule) |- |CORRECT |ANSWERS |✔✔An | advertising |schedule |that |combines |the |continuous |and |flighting | schedules |by |maintaining |a |base |level |of |advertising |but |increasing | advertising |intensity |during |certain |periods. push |strategy |- |CORRECT |ANSWERS |✔✔A |strategy |designed |to | increase |demand |by |motivating |sellers—wholesalers, |distributors, | or |salespeople—to |highlight |the |product, |rather |than |the |products | of |competitors, |and |thereby |push |the |product |onto |consumers. rebate |- |CORRECT |ANSWERS |✔✔A |consumer |discount |in |which |a | portion |of |the |purchase |price |is |returned |to |the |buyer |in |cash; |the | manufacturer, |not |the |retailer, |issues |the |refund. reminder |advertising |- |CORRECT |ANSWERS |✔✔Communication |used | to |remind |consumers |of |a |product |or |to |prompt |repurchases, | especially |for |products |that |have |gained |market |acceptance |and | are |in |the |maturity |stage |of |their |life |cycle.
sales |promotions |- |CORRECT |ANSWERS |✔✔Special |incentives |or | excitement-building |programs |that |encourage |the |purchase |of |a | product |or |service, |such |as |coupons, |rebates, |contests, |free | samples, |and |point-of-purchase |displays. sampling |- |CORRECT |ANSWERS |✔✔Offers |potential |customers |the | opportunity |to |try |a |product |or |service |before |they |make |a |buying | decision. social |marketing |- |CORRECT |ANSWERS |✔✔The |content |distributed | through |online |and |mobile |technologies |to |facilitate |interpersonal | interactions. subhead |- |CORRECT |ANSWERS |✔✔An |additional |smaller |headline |in | an |ad |that |provides |a |great |deal |of |information |through |the |use |of | short |and |simple |words. sweepstakes |- |CORRECT |ANSWERS |✔✔A |form |of |sales |promotion | that |offers |prizes |based |on |a |chance |drawing |of |entrants' |names. tracking |- |CORRECT |ANSWERS |✔✔Assessments |that |monitor |key | indicators, |such |as |daily |or |weekly |sales |volume, |while |the | advertisement |is |running |to |shed |light |on |any |problems |with |the | message |or |the |medium.
inbound |marketing |- |CORRECT |ANSWERS |✔✔Marketing |activities | that |draw |the |attention |of |customers |through |blogs, |Twitter, | LinkedIn, |and |other |online |sources, |rather |than |using |more | traditional |activities |that |require |having |to |go |out |to |get | customers' |attention, |such |as |making |a |sales |call. independent |agents |- |CORRECT |ANSWERS |✔✔Salespeople |who |sell | a |manufacturer's |products |on |an |extended |contract |basis |but |are | not |employees |of |the |manufacturer; |also |known |as |manufacturer's | representatives |or |reps. leads |- |CORRECT |ANSWERS |✔✔A |list |of |potential |customers. manufacturer's |representatives |(reps) |- |CORRECT |ANSWERS | ✔✔Salespeople |who |sell |a |manufacturer's |products |on |an |extended | contract |basis |but |are |not |employees |of |the |manufacturer; |also | known |as |manufacturer's |representatives |or |reps. order |getter |- |CORRECT |ANSWERS |✔✔A |salesperson |whose |primary | responsibilities |are |identifying |potential |customers |and |engaging | those |customers |in |discussions |to |attempt |to |make |a |sale. order |taker |- |CORRECT |ANSWERS |✔✔A |salesperson |whose |primary | responsibility |is |to |process |routine |orders |or |reorders |or |rebuys |for | products.
personal |selling |- |CORRECT |ANSWERS |✔✔The |two-way |flow |of | communication |between |a |buyer |and |a |seller |that |is |designed |to | influence |the |buyer's |purchase |decision. preapproach |- |CORRECT |ANSWERS |✔✔In |the |personal |selling | process, |occurs |prior |to |meeting |the |customer |for |the |first |time | and |extends |the |qualification |of |leads |procedure; |in |this |step, |the | salesperson |conducts |additional |research |and |develops |plans |for | meeting |with |the |customer. qualify |- |CORRECT |ANSWERS |✔✔The |process |of |assessing |the | potential |of |sales |leads. relationship |selling |- |CORRECT |ANSWERS |✔✔A |sales |philosophy |and | process |that |emphasizes |a |commitment |to |maintaining |the | relationship |over |the |long |term |and |investing |in |opportunities |that | are |mutually |beneficial |to |all |parties. role |playing |- |CORRECT |ANSWERS |✔✔A |good |technique |for | practicing |the |sales |presentation |prior |to |meeting |with |a |customer; | the |salesperson |acts |out |a |simulated |buying |situation |while |a | colleague |or |manager |acts |as |the |buyer.
