ADV 318J Exam 1 UPDATED ACTUAL
QUESTIONS AND CORRECT ANSWERS
Mobile marketing - CORRECT ANSWER the new world of advertising and IBP;
funnels consumers to retail sites and online shopping and purchasing
Advertising - CORRECT ANSWER -a communications process/identified source using
paid media to reach a selected audience with a persuasive message
Criteria:
-paid for
-delivered via mass media
-attempting persuasion
*does not include psas (noncommercial)
Integrated Brand Promotion - CORRECT ANSWER process of using a wide range of
promotional tools that work together to create widespread brand exposure
Includes: advertising, sales promotions, in-store/point-of-purchase ads, direct marketing,
personal selling, social networks, messaging, event sponsorships, branded entertainment,
outdoor signage, PR, influencer marketing (peer-to-peer persuasion)
Client/sponsor - CORRECT ANSWER the company or organization that pays for
advertising
Advertising campaign - CORRECT ANSWER series of coordinated advertisements
that communicate a reasonably cohesive and integrated theme about a brand
Mass communication - CORRECT ANSWER a process where people, institutions, and
messages interact
2 components:
-production (by the sender)
-reception (by the receiver)
,Reception - CORRECT ANSWER *in relation to mass communication components*
-accomodate the perceived multiple meanings and personal agendas
-negotiate a meaning according to individual life experiences and value systems
Audience - CORRECT ANSWER group of individuals who receive and interpret
messages sent from companies or organizations
Target audience - CORRECT ANSWER particular group of consumers singled out by
an organization for an advertising or IBP campaign
-household consumers
-members of business organizations
-members of a trade channel
-professionals
-government officials and employees - CORRECT ANSWER audience categories
Global advertising - CORRECT ANSWER -used worldwide with only minor changes
in the visual and message content
-not common
-typically these brands are considered "citizens of the world"
International advertising - CORRECT ANSWER -when firms prepare and place
different advertising in different national markets for the same brand outside their home
market
-each international market may require unique advertising due to product adaptations or
tailored message appeals
National advertising - CORRECT ANSWER reaches all geographic areas of a single
nation
, Regional advertising - CORRECT ANSWER carried out by producers, wholesalers,
distributers, and retailers that concentrate their efforts in a relatively large, but not national,
geographic region
Local advertising - CORRECT ANSWER *in relation to geographic subsets of
advertising*
-directed at any audience in a single trading area, either a city or state
Cooperative/co-op advertising - CORRECT ANSWER sharing of advertising expenses
between national companies and local merchants
Marketing - CORRECT ANSWER process of planning and executing the conception,
pricing, promotion, and distribution, of ideas, goods, and services to create exchanges that
satisfy individual and organizational objectives
-contributing to the market mix
-developing and managing the brand
-achieving effective market segmentation
-contributing to revenue and profit generation - CORRECT ANSWER aspects of the
marketing process
Marketing mix - CORRECT ANSWER -the mix of responsibility and decision making
in marketing
-conception, pricing, promotion, distribution
Brand - CORRECT ANSWER -identifies one seller's good or service as distinct from
those or other sellers
-name, term, sign, symbol, etc.
Brand extension/variant - CORRECT ANSWER an adaptation of an existing brand to a
new product area
QUESTIONS AND CORRECT ANSWERS
Mobile marketing - CORRECT ANSWER the new world of advertising and IBP;
funnels consumers to retail sites and online shopping and purchasing
Advertising - CORRECT ANSWER -a communications process/identified source using
paid media to reach a selected audience with a persuasive message
Criteria:
-paid for
-delivered via mass media
-attempting persuasion
*does not include psas (noncommercial)
Integrated Brand Promotion - CORRECT ANSWER process of using a wide range of
promotional tools that work together to create widespread brand exposure
Includes: advertising, sales promotions, in-store/point-of-purchase ads, direct marketing,
personal selling, social networks, messaging, event sponsorships, branded entertainment,
outdoor signage, PR, influencer marketing (peer-to-peer persuasion)
Client/sponsor - CORRECT ANSWER the company or organization that pays for
advertising
Advertising campaign - CORRECT ANSWER series of coordinated advertisements
that communicate a reasonably cohesive and integrated theme about a brand
Mass communication - CORRECT ANSWER a process where people, institutions, and
messages interact
2 components:
-production (by the sender)
-reception (by the receiver)
,Reception - CORRECT ANSWER *in relation to mass communication components*
-accomodate the perceived multiple meanings and personal agendas
-negotiate a meaning according to individual life experiences and value systems
Audience - CORRECT ANSWER group of individuals who receive and interpret
messages sent from companies or organizations
Target audience - CORRECT ANSWER particular group of consumers singled out by
an organization for an advertising or IBP campaign
-household consumers
-members of business organizations
-members of a trade channel
-professionals
-government officials and employees - CORRECT ANSWER audience categories
Global advertising - CORRECT ANSWER -used worldwide with only minor changes
in the visual and message content
-not common
-typically these brands are considered "citizens of the world"
International advertising - CORRECT ANSWER -when firms prepare and place
different advertising in different national markets for the same brand outside their home
market
-each international market may require unique advertising due to product adaptations or
tailored message appeals
National advertising - CORRECT ANSWER reaches all geographic areas of a single
nation
, Regional advertising - CORRECT ANSWER carried out by producers, wholesalers,
distributers, and retailers that concentrate their efforts in a relatively large, but not national,
geographic region
Local advertising - CORRECT ANSWER *in relation to geographic subsets of
advertising*
-directed at any audience in a single trading area, either a city or state
Cooperative/co-op advertising - CORRECT ANSWER sharing of advertising expenses
between national companies and local merchants
Marketing - CORRECT ANSWER process of planning and executing the conception,
pricing, promotion, and distribution, of ideas, goods, and services to create exchanges that
satisfy individual and organizational objectives
-contributing to the market mix
-developing and managing the brand
-achieving effective market segmentation
-contributing to revenue and profit generation - CORRECT ANSWER aspects of the
marketing process
Marketing mix - CORRECT ANSWER -the mix of responsibility and decision making
in marketing
-conception, pricing, promotion, distribution
Brand - CORRECT ANSWER -identifies one seller's good or service as distinct from
those or other sellers
-name, term, sign, symbol, etc.
Brand extension/variant - CORRECT ANSWER an adaptation of an existing brand to a
new product area
