MAR 3023 EXAM 4 – BRADY QUESTIONS
AND ANSWERS GRADED A+ 2025/2026
What is Promotion? - ANS The link between manufacturer and the buyer, they are trying to
influence the consumer and inform them about the benefits of the product and persuade them
to buy the product
Promotion Mix - ANS The levers and strategic tools that companies can use to turn the dial in
terms of how you become aware and persuaded of a particular product
Advertising - ANS a paid, non-personal communication about an organization and its
products transmitted to a target audience through mass media
Personal Selling - ANS a paid, personal communication that aims to inform customers and
persuade them to purchase products in an exchange situation
Public Relations - ANS a broad set of communication efforts used to create and maintain
favorable relationships between an organization and its stakeholders
Sales Promotion - ANS is an activity or material that acts as a direct inducement offering
added value or incentive for the product to resellers, salespeople, or customers; free samples,
games, rebates, sweepstakes, contests, premiums, and coupons
Integrated Marketing Communications - ANS Coordination of promotion and marketing
efforts for maximum impact
1 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
,Goals of IMC - ANS Consistent:
-Consistent message to customers
Coordinated:
-Coordinate/manage promotional efforts to be logically connected
Complementary:
-Synchronization to create a greater overall campaign
Continuity:
-Use more precisely targeted promotional tools over time
Two General Promo Strategies - ANS -Push Policy
-Pull Policy
Push Policy - ANS -The firm is targeting someone within the distribution network
-Promoting a product only to the next institution down the marketing channel
-The producer promotes the product to wholesalers, the wholesalers promote it to retailers,
and the retailers promote it to consumers
-Trade shows and personal selling
-Push money: also known as "spiffs". An extra commission paid to retail employees to push
products
Pull Policy - ANS -Promoting a product directly to consumers to develop strong demand that
pulls products through the marketing channel
-Children's toys
-Ford Australia only produces a car when one is ordered by a customer; Dell did the same thing
Communication Process - ANS -The process that describes the exchange of information
between two or more people
-Messages are sent through channels:
letters, email, in person
2 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
, The Source - ANS -the person or organization that has information to share
-Company
-Salesperson
-Celebrities Q-scores
Q-scores (Celebrities) - ANS -The way celebs get paid for promotions
-Measure of familiarity and liking
-Consumers level of familiarity with a name - % who have heard of her/him
-The number of respondents who indicate that a person, program or character is a favorite
-The score is calculated by dividing the two numbers
-Some argue that Q is better than Nielsen
Encoding - ANS -the process of putting words, thoughts, messages into symbolic form in such
a way that they will be understood by the receiver/consumer
- symbols are particularly good for this
The Channel - ANS how the communication travels from the source to the receiver
The Channel Two Types - ANS Nonpersonal channels:
-no personal contact with consumer
-Print, broadcast
Personal channels:
-involves direct contact
-Direct selling
-Salespeople
-WOM
-"Buzz marketing"
3 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
AND ANSWERS GRADED A+ 2025/2026
What is Promotion? - ANS The link between manufacturer and the buyer, they are trying to
influence the consumer and inform them about the benefits of the product and persuade them
to buy the product
Promotion Mix - ANS The levers and strategic tools that companies can use to turn the dial in
terms of how you become aware and persuaded of a particular product
Advertising - ANS a paid, non-personal communication about an organization and its
products transmitted to a target audience through mass media
Personal Selling - ANS a paid, personal communication that aims to inform customers and
persuade them to purchase products in an exchange situation
Public Relations - ANS a broad set of communication efforts used to create and maintain
favorable relationships between an organization and its stakeholders
Sales Promotion - ANS is an activity or material that acts as a direct inducement offering
added value or incentive for the product to resellers, salespeople, or customers; free samples,
games, rebates, sweepstakes, contests, premiums, and coupons
Integrated Marketing Communications - ANS Coordination of promotion and marketing
efforts for maximum impact
1 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
,Goals of IMC - ANS Consistent:
-Consistent message to customers
Coordinated:
-Coordinate/manage promotional efforts to be logically connected
Complementary:
-Synchronization to create a greater overall campaign
Continuity:
-Use more precisely targeted promotional tools over time
Two General Promo Strategies - ANS -Push Policy
-Pull Policy
Push Policy - ANS -The firm is targeting someone within the distribution network
-Promoting a product only to the next institution down the marketing channel
-The producer promotes the product to wholesalers, the wholesalers promote it to retailers,
and the retailers promote it to consumers
-Trade shows and personal selling
-Push money: also known as "spiffs". An extra commission paid to retail employees to push
products
Pull Policy - ANS -Promoting a product directly to consumers to develop strong demand that
pulls products through the marketing channel
-Children's toys
-Ford Australia only produces a car when one is ordered by a customer; Dell did the same thing
Communication Process - ANS -The process that describes the exchange of information
between two or more people
-Messages are sent through channels:
letters, email, in person
2 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
, The Source - ANS -the person or organization that has information to share
-Company
-Salesperson
-Celebrities Q-scores
Q-scores (Celebrities) - ANS -The way celebs get paid for promotions
-Measure of familiarity and liking
-Consumers level of familiarity with a name - % who have heard of her/him
-The number of respondents who indicate that a person, program or character is a favorite
-The score is calculated by dividing the two numbers
-Some argue that Q is better than Nielsen
Encoding - ANS -the process of putting words, thoughts, messages into symbolic form in such
a way that they will be understood by the receiver/consumer
- symbols are particularly good for this
The Channel - ANS how the communication travels from the source to the receiver
The Channel Two Types - ANS Nonpersonal channels:
-no personal contact with consumer
-Print, broadcast
Personal channels:
-involves direct contact
-Direct selling
-Salespeople
-WOM
-"Buzz marketing"
3 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
