2
MGMT-322 EXAM 3 with verified detailed answers || || || || || ||
Communication (matching) ||
the process by which we exchange or share meaning through a common set of symbols
|| || || || || || || || || || || || || ||
Promotional mix (matching) || ||
the combination of promotional tools—including advertising, public relations, personal
|| || || || || || || || ||
selling, sales promotion, and social media—used to reach the target market and fulfill the
|| || || || || || || || || || || || || ||
organization's overall goals || ||
Paid media (matching)
|| ||
a category of promotional tactic based on the traditional advertising model, whereby a
|| || || || || || || || || || || || ||
brand pays for media space
|| || || ||
Earned media (matching) || ||
a category of promotional tactic based on a public relations or publicity model that gets
|| || || || || || || || || || || || || || ||
customers talking about products or services || || || || ||
Owned media (matching) || ||
a new category of promotional tactic based on brands becoming publishers of their own
|| || || || || || || || || || || || || ||
content in order to maximize the brands' value to customers
|| || || || || || || || ||
Reach (matching) ||
the number of target consumers exposed to a commercial at least once during a specific
|| || || || || || || || || || || || || || ||
period, usually four weeks|| || ||
Frequency (matching) ||
the number of times an individual is exposed to a given message during a specific period
|| || || || || || || || || || || || || || ||
Public relations (matching)
|| ||
the element in the promotional mix that evaluates public attitudes, identifies issues that
|| || || || || || || || || || || || ||
may elicit public concern, and executes programs to gain public understanding and
|| || || || || || || || || || || ||
acceptance
Publicity (matching) ||
, 2
an effort to capture media attention, often initiated through press releases that further a
|| || || || || || || || || || || || || ||
corporation's public relations plans || || ||
Sales promotion (matching) || ||
marketing communication activities other than advertising, personal selling, and public
|| || || || || || || || || ||
relations, in which a short-term incentive motivates consumers or members of the
|| || || || || || || || || || || ||
distribution channel to purchase a good or service immediately, either by lowering the price || || || || || || || || || || || || || ||
or by adding value
|| || ||
Social commerce (matching) || ||
a subset of e-commerce that involves the interaction and user contribution aspects of social
|| || || || || || || || || || || || || ||
online media to assist online buying and selling of products and services
|| || || || || || || || || || ||
Social media monitoring (matching) || || ||
the process of identifying and assessing what is being said about a company, individual,
|| || || || || || || || || || || || || ||
product, or brand || ||
Microblogs (matching) ||
blogs with strict post length limits|| || || || ||
Social news sites (matching) || || ||
websites that allow users to decide which content is promoted on a given website by voting
|| || || || || || || || || || || || || || || ||
that content up or down || || || ||
Review sites (matching) || ||
websites that allow consumers to post, read, rate, and comment on opinions regarding all
|| || || || || || || || || || || || || ||
kinds of products and services || || || ||
Price (matching) ||
that which is given up in an exchange to acquire a good or service
|| || || || || || || || || || || || ||
Demand (matching) ||
the quantity of a product that will be sold in the market at various prices for a specified
|| || || || || || || || || || || || || || || || || ||
period
Supply (matching) ||
the quantity of a product that will be offered to the market by a supplier at various prices for
|| || || || || || || || || || || || || || || || || ||
a specified period
|| || ||
MGMT-322 EXAM 3 with verified detailed answers || || || || || ||
Communication (matching) ||
the process by which we exchange or share meaning through a common set of symbols
|| || || || || || || || || || || || || ||
Promotional mix (matching) || ||
the combination of promotional tools—including advertising, public relations, personal
|| || || || || || || || ||
selling, sales promotion, and social media—used to reach the target market and fulfill the
|| || || || || || || || || || || || || ||
organization's overall goals || ||
Paid media (matching)
|| ||
a category of promotional tactic based on the traditional advertising model, whereby a
|| || || || || || || || || || || || ||
brand pays for media space
|| || || ||
Earned media (matching) || ||
a category of promotional tactic based on a public relations or publicity model that gets
|| || || || || || || || || || || || || || ||
customers talking about products or services || || || || ||
Owned media (matching) || ||
a new category of promotional tactic based on brands becoming publishers of their own
|| || || || || || || || || || || || || ||
content in order to maximize the brands' value to customers
|| || || || || || || || ||
Reach (matching) ||
the number of target consumers exposed to a commercial at least once during a specific
|| || || || || || || || || || || || || || ||
period, usually four weeks|| || ||
Frequency (matching) ||
the number of times an individual is exposed to a given message during a specific period
|| || || || || || || || || || || || || || ||
Public relations (matching)
|| ||
the element in the promotional mix that evaluates public attitudes, identifies issues that
|| || || || || || || || || || || || ||
may elicit public concern, and executes programs to gain public understanding and
|| || || || || || || || || || || ||
acceptance
Publicity (matching) ||
, 2
an effort to capture media attention, often initiated through press releases that further a
|| || || || || || || || || || || || || ||
corporation's public relations plans || || ||
Sales promotion (matching) || ||
marketing communication activities other than advertising, personal selling, and public
|| || || || || || || || || ||
relations, in which a short-term incentive motivates consumers or members of the
|| || || || || || || || || || || ||
distribution channel to purchase a good or service immediately, either by lowering the price || || || || || || || || || || || || || ||
or by adding value
|| || ||
Social commerce (matching) || ||
a subset of e-commerce that involves the interaction and user contribution aspects of social
|| || || || || || || || || || || || || ||
online media to assist online buying and selling of products and services
|| || || || || || || || || || ||
Social media monitoring (matching) || || ||
the process of identifying and assessing what is being said about a company, individual,
|| || || || || || || || || || || || || ||
product, or brand || ||
Microblogs (matching) ||
blogs with strict post length limits|| || || || ||
Social news sites (matching) || || ||
websites that allow users to decide which content is promoted on a given website by voting
|| || || || || || || || || || || || || || || ||
that content up or down || || || ||
Review sites (matching) || ||
websites that allow consumers to post, read, rate, and comment on opinions regarding all
|| || || || || || || || || || || || || ||
kinds of products and services || || || ||
Price (matching) ||
that which is given up in an exchange to acquire a good or service
|| || || || || || || || || || || || ||
Demand (matching) ||
the quantity of a product that will be sold in the market at various prices for a specified
|| || || || || || || || || || || || || || || || || ||
period
Supply (matching) ||
the quantity of a product that will be offered to the market by a supplier at various prices for
|| || || || || || || || || || || || || || || || || ||
a specified period
|| || ||
