MAR 3023 FSU BRADY FINAL EXAM 2026
COMPREHENSIVE STUDY GUIDE COMPLETE
SOLUTIONS VERIFIED
◉ Non personal channels. Answer: no personal contact with
consumer. Ex - Print or broadcast
◉ Personal channels. Answer: Involves direct contact with
consumer. Ex - Direct selling, salespeople, word of mouth, buzz
marketing
◉ Buzz marketing. Answer: Companies hire socially active
consumers to promote products to friends, relatives, etc.
◉ Decoding. Answer: The process of transforming the message back
into thought
◉ Feedback. Answer: The receivers response to the message.
◉ Response Model. Answer: Describes the process that receivers
must go through before a desired behavior occurs.
, ◉ Cognitive response stage. Answer: The "thinking" stage where the
receiver becomes aware of the message (Attention + Interest)
◉ Affective response stage. Answer: The "feeling" stage where the
receiver forms a liking or preference for the ad object (Interest +
Desire)
◉ Behavioral response stage. Answer: the "doing" stage where the
receiver acts on the preference (Action)
◉ AIDA Model. Answer: Attention, Interest, Desire, Action. The
stages a salesperson must take a customer through to induce
purchase.
◉ Advertising Mediums. Answer: The way or channel by which we
advertise. Movies, TV, Video Games, Newspaper, Direct mail,
magazines, Sports
◉ Product Advertising. Answer: Promotes the uses, features, and
benefits of specific products.
◉ Pioneer advertising. Answer: Focuses on a product category.
Example - Got Milk? aims at a product category, not specific brands.
COMPREHENSIVE STUDY GUIDE COMPLETE
SOLUTIONS VERIFIED
◉ Non personal channels. Answer: no personal contact with
consumer. Ex - Print or broadcast
◉ Personal channels. Answer: Involves direct contact with
consumer. Ex - Direct selling, salespeople, word of mouth, buzz
marketing
◉ Buzz marketing. Answer: Companies hire socially active
consumers to promote products to friends, relatives, etc.
◉ Decoding. Answer: The process of transforming the message back
into thought
◉ Feedback. Answer: The receivers response to the message.
◉ Response Model. Answer: Describes the process that receivers
must go through before a desired behavior occurs.
, ◉ Cognitive response stage. Answer: The "thinking" stage where the
receiver becomes aware of the message (Attention + Interest)
◉ Affective response stage. Answer: The "feeling" stage where the
receiver forms a liking or preference for the ad object (Interest +
Desire)
◉ Behavioral response stage. Answer: the "doing" stage where the
receiver acts on the preference (Action)
◉ AIDA Model. Answer: Attention, Interest, Desire, Action. The
stages a salesperson must take a customer through to induce
purchase.
◉ Advertising Mediums. Answer: The way or channel by which we
advertise. Movies, TV, Video Games, Newspaper, Direct mail,
magazines, Sports
◉ Product Advertising. Answer: Promotes the uses, features, and
benefits of specific products.
◉ Pioneer advertising. Answer: Focuses on a product category.
Example - Got Milk? aims at a product category, not specific brands.
