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UGA Marketing Grantham Exam 3
2026 | Complete Questions And
Correct Answers
AIDA model - correct-answer -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.
brand awareness - correct-answer -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.
aided recall - correct-answer -Occurs when consumers recognize a name (e.g., of a
brand) that has been presented to them.
top-of-mind awareness - correct-answer -a prominent place in people's memories
that triggers a response without them having to put any thought into it
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lagged effect - correct-answer -a delayed response to a marketing communication
campaign
Advertising - correct-answer -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
Public Relations (PR) - correct-answer -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
sales promotions - correct-answer -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.
personal selling - correct-answer -The two-way flow of communication between a
buyer and a seller that is designed to influence the buyer's purchase decision.
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direct marketing - correct-answer -sales and promotional techniques that deliver
promotional materials individually
mobile marketing - correct-answer -marketing through wireless handheld devices
blog (weblog) - correct-answer -a web page that contains periodic posts;
corporate blogs are a new form of marketing communications
Social media - correct-answer -Media content used for social interactions such as
YouTube, Facebook, and Twitter.
Objective-and-task method - correct-answer -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
rule-of-thumb methods - correct-answer -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
UGA Marketing Grantham Exam 3
2026 | Complete Questions And
Correct Answers
AIDA model - correct-answer -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.
brand awareness - correct-answer -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.
aided recall - correct-answer -Occurs when consumers recognize a name (e.g., of a
brand) that has been presented to them.
top-of-mind awareness - correct-answer -a prominent place in people's memories
that triggers a response without them having to put any thought into it
,2|Page
lagged effect - correct-answer -a delayed response to a marketing communication
campaign
Advertising - correct-answer -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
Public Relations (PR) - correct-answer -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
sales promotions - correct-answer -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.
personal selling - correct-answer -The two-way flow of communication between a
buyer and a seller that is designed to influence the buyer's purchase decision.
, 3|Page
direct marketing - correct-answer -sales and promotional techniques that deliver
promotional materials individually
mobile marketing - correct-answer -marketing through wireless handheld devices
blog (weblog) - correct-answer -a web page that contains periodic posts;
corporate blogs are a new form of marketing communications
Social media - correct-answer -Media content used for social interactions such as
YouTube, Facebook, and Twitter.
Objective-and-task method - correct-answer -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
rule-of-thumb methods - correct-answer -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
