STC 114 FINAL EXAM QUESTIONS
WITH CORRECT DETAILED
ANSWERS
ambush marketing - Answer-promotional stunts at events from companies that are not
official sponsors (example: Adidas sponsored the 2012 Olympics but was
overshadowed by Nike)
loyalty programs - Answer-also known as "community programs," reward customers for
continued patronage. help marketers track your purchases
partnership programs - Answer-including co-branding, licensing, and cross-promotions.
ways in which retailers and manufacturers develop marketing communication together
push strategy - Answer-offers promotional incentives for retailers to market a product for
the seller. manufacturer of a product needs to perform to get the product to the
customer. setting up distribution channels and persuading middle men and retailers to
stock your product. before a brand is well-known
pull strategy - Answer-directs marketing communication efforts at consumers and tries
to intensify consumer demand. customer actively seeking out your product. requires a
highly visible brand which can be developed through mass media advertising or similar
tactics
when should certain testing be performed for an IMC campaign? - Answer-before a
campaign goes live, perform concept testing, semiotic testing and pretesting. after a
campaign, measure cumulative communication effects including mental responses to
messages, liking, intent to purchase, and sales
concept testing - Answer-when a simple statement or initial idea is tested on a sample
of the target audience
semiotic testing - Answer-testing the signs, symbols and imagery before it goes live
pretesting - Answer-testing the nearly finished product on a sample
how does one measure effects of an IMC campaigns? - Answer-organizations will
conduct the evaluation research for a fee
which organizations will conduct evaluation research for a fee? - Answer-Ameritest
Google's Adwords
, tracking studies - Answer-you continually conduct studies throughout a campaign and
compare results (example: poll)
scanner analysis - Answer-everything has a barcode and most retail stores have a
barcode scanner. mostly for stores with a rewards/membership program. see what
stores are popular, what time of day your product is being purchased, what else is being
purchased, etc.
single-source research - Answer-similar to field experiments. some organizations
randomly choose homes in America to test commercials within. you don't know it's a
test so you react to it naturally. scanner research is used to see if your exposure to the
message influenced your purchasing
memory tests - Answer-seeks to find out if you can recall specifics about the brand or
the ad and recognition is simply remembering some sort of association
inquiry tests - Answer-How many people have called, online-chatted, e-mailed, used a
coupon, entered a contest or somehow interacted with the company since the start of
the campaign?
page views - Answer-visitors to a site
click through rates - Answer-how many clicked?
cost per lead - Answer-did the click get you paid?
COO effect - Answer-(country-of-origin effect) sometimes, where a product comes from
is respected (example: Italian leather)
sometimes downplayed (example: Coke in other countries)
reverse engineering - Answer-sometimes an idea or product does not transfer and you
need something new
imitation - Answer-producing a virtually identical copy (example: fake bags)
priority in registration - Answer-in Europe and elsewhere, the first firm to register a
trademark is considered the rightful owner
priority in use - Answer-U.S. and Britain: rights are established and maintained through
use. has to be registered of course, and "use" is legally defined and differs by country
interference with trademark - Answer-a foreign government will supersede your
business interests (example: Coke's use of "diet" in European countries)
preemption - Answer-when the law permits wholesale registration of brand names
WITH CORRECT DETAILED
ANSWERS
ambush marketing - Answer-promotional stunts at events from companies that are not
official sponsors (example: Adidas sponsored the 2012 Olympics but was
overshadowed by Nike)
loyalty programs - Answer-also known as "community programs," reward customers for
continued patronage. help marketers track your purchases
partnership programs - Answer-including co-branding, licensing, and cross-promotions.
ways in which retailers and manufacturers develop marketing communication together
push strategy - Answer-offers promotional incentives for retailers to market a product for
the seller. manufacturer of a product needs to perform to get the product to the
customer. setting up distribution channels and persuading middle men and retailers to
stock your product. before a brand is well-known
pull strategy - Answer-directs marketing communication efforts at consumers and tries
to intensify consumer demand. customer actively seeking out your product. requires a
highly visible brand which can be developed through mass media advertising or similar
tactics
when should certain testing be performed for an IMC campaign? - Answer-before a
campaign goes live, perform concept testing, semiotic testing and pretesting. after a
campaign, measure cumulative communication effects including mental responses to
messages, liking, intent to purchase, and sales
concept testing - Answer-when a simple statement or initial idea is tested on a sample
of the target audience
semiotic testing - Answer-testing the signs, symbols and imagery before it goes live
pretesting - Answer-testing the nearly finished product on a sample
how does one measure effects of an IMC campaigns? - Answer-organizations will
conduct the evaluation research for a fee
which organizations will conduct evaluation research for a fee? - Answer-Ameritest
Google's Adwords
, tracking studies - Answer-you continually conduct studies throughout a campaign and
compare results (example: poll)
scanner analysis - Answer-everything has a barcode and most retail stores have a
barcode scanner. mostly for stores with a rewards/membership program. see what
stores are popular, what time of day your product is being purchased, what else is being
purchased, etc.
single-source research - Answer-similar to field experiments. some organizations
randomly choose homes in America to test commercials within. you don't know it's a
test so you react to it naturally. scanner research is used to see if your exposure to the
message influenced your purchasing
memory tests - Answer-seeks to find out if you can recall specifics about the brand or
the ad and recognition is simply remembering some sort of association
inquiry tests - Answer-How many people have called, online-chatted, e-mailed, used a
coupon, entered a contest or somehow interacted with the company since the start of
the campaign?
page views - Answer-visitors to a site
click through rates - Answer-how many clicked?
cost per lead - Answer-did the click get you paid?
COO effect - Answer-(country-of-origin effect) sometimes, where a product comes from
is respected (example: Italian leather)
sometimes downplayed (example: Coke in other countries)
reverse engineering - Answer-sometimes an idea or product does not transfer and you
need something new
imitation - Answer-producing a virtually identical copy (example: fake bags)
priority in registration - Answer-in Europe and elsewhere, the first firm to register a
trademark is considered the rightful owner
priority in use - Answer-U.S. and Britain: rights are established and maintained through
use. has to be registered of course, and "use" is legally defined and differs by country
interference with trademark - Answer-a foreign government will supersede your
business interests (example: Coke's use of "diet" in European countries)
preemption - Answer-when the law permits wholesale registration of brand names
