UGA MARK 3000 - Grantham Exam 3 Questions
With Correct Answers
Integrated |Marketing |Communications |(IMC) |- |CORRECT |ANSWER✔✔-represents |the |
promotion |dimension |of |the |4 |Ps; |encompasses |a |variety |of |communication |disciplines- |
general |advertising, |personal |selling, |sales |promotion, |public |relations, |direct |marketing, |and |
electronic |media- |in |combination |to |provide |clarity, |consistency, |and |maximum |communicative
|impact
sender |- |CORRECT |ANSWER✔✔-the |firm |from |which |an |IMC |message |originates; |the |sender |
must |be |clearly |identified |to |the |intended |audience
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✔✔-An |awareness |metric |that |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
lagged |effect |- |CORRECT |ANSWER✔✔-a |delayed |response |to |a |marketing |communication |
campaign
,advertising |- |CORRECT |ANSWER✔✔-a |paid |form |of |communication |delivered |through |media |
from |an |identifiable |source |about |an |organization, |product, |service, |or |idea |designed |to |
persuade |the |receiver |to |take |some |action |now |or |in |the |future
public |relations |- |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.
direct |marketing |- |CORRECT |ANSWER✔✔-sales |and |promotional |techniques |that |communicate
|directly |with |target |customers |to |generate |a |response |or |transaction
mobile |marketing |- |CORRECT |ANSWER✔✔-marketing |through |wireless |handheld |devices, |such
|as |cellular |telephones
blog |(weblog) |- |CORRECT |ANSWER✔✔-An |online |diary |with |periodic |posts |that |allows |people |
to |share |their |thoughts, |opinions, |and |feelings |with |the |entire |world
social |media |- |CORRECT |ANSWER✔✔-the |online |and |mobile |technologies |that |distribute |
content |to |facilitate |interpersonal |interactions, |with |the |assistance |of |various |firms |that |offer |
platforms, |services, |and |tools |to |help |consumers |and |firms |build |their |connections
, 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
frequency |- |CORRECT |ANSWER✔✔-measure |of |how |often |the |audience |is |exposed |to |a |
communication |within |a |specified |period |of |time
reach |- |CORRECT |ANSWER✔✔-Measure |of |consumers' |exposure |to |marketing |
communications; |the |percentage |of |the |target |population |exposed |to |a |specific |marketing |
communication, |such |as |an |advertisement, |at |least |once.
gross |rating |points |(GRP) |- |CORRECT |ANSWER✔✔-measure |used |for |various |media |advertising
|- |print, |radio, |or |television; |GRP |= |reach |x |frequency
web |tracking |software |- |CORRECT |ANSWER✔✔-Software |used |to |assess |how |much |time |
viewers |spend |on |particular |web |pages |and |the |number |of |pages |they |view.
social |shopping |- |CORRECT |ANSWER✔✔-using |the |internet |to |communicate |about |product |
preferences |with |other |shoppers
search |engine |marketing |(SEM) |- |CORRECT |ANSWER✔✔-an |activity |used |in |online |searches |to |
increase |the |visibility |of |a |firm |by |using |paid |searches |to |appear |higher |up |in |results
impressions |- |CORRECT |ANSWER✔✔-the |number |of |times |an |advertisement |appears |in |front |
of |the |user
With Correct Answers
Integrated |Marketing |Communications |(IMC) |- |CORRECT |ANSWER✔✔-represents |the |
promotion |dimension |of |the |4 |Ps; |encompasses |a |variety |of |communication |disciplines- |
general |advertising, |personal |selling, |sales |promotion, |public |relations, |direct |marketing, |and |
electronic |media- |in |combination |to |provide |clarity, |consistency, |and |maximum |communicative
|impact
sender |- |CORRECT |ANSWER✔✔-the |firm |from |which |an |IMC |message |originates; |the |sender |
must |be |clearly |identified |to |the |intended |audience
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✔✔-An |awareness |metric |that |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
lagged |effect |- |CORRECT |ANSWER✔✔-a |delayed |response |to |a |marketing |communication |
campaign
,advertising |- |CORRECT |ANSWER✔✔-a |paid |form |of |communication |delivered |through |media |
from |an |identifiable |source |about |an |organization, |product, |service, |or |idea |designed |to |
persuade |the |receiver |to |take |some |action |now |or |in |the |future
public |relations |- |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.
direct |marketing |- |CORRECT |ANSWER✔✔-sales |and |promotional |techniques |that |communicate
|directly |with |target |customers |to |generate |a |response |or |transaction
mobile |marketing |- |CORRECT |ANSWER✔✔-marketing |through |wireless |handheld |devices, |such
|as |cellular |telephones
blog |(weblog) |- |CORRECT |ANSWER✔✔-An |online |diary |with |periodic |posts |that |allows |people |
to |share |their |thoughts, |opinions, |and |feelings |with |the |entire |world
social |media |- |CORRECT |ANSWER✔✔-the |online |and |mobile |technologies |that |distribute |
content |to |facilitate |interpersonal |interactions, |with |the |assistance |of |various |firms |that |offer |
platforms, |services, |and |tools |to |help |consumers |and |firms |build |their |connections
, 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
frequency |- |CORRECT |ANSWER✔✔-measure |of |how |often |the |audience |is |exposed |to |a |
communication |within |a |specified |period |of |time
reach |- |CORRECT |ANSWER✔✔-Measure |of |consumers' |exposure |to |marketing |
communications; |the |percentage |of |the |target |population |exposed |to |a |specific |marketing |
communication, |such |as |an |advertisement, |at |least |once.
gross |rating |points |(GRP) |- |CORRECT |ANSWER✔✔-measure |used |for |various |media |advertising
|- |print, |radio, |or |television; |GRP |= |reach |x |frequency
web |tracking |software |- |CORRECT |ANSWER✔✔-Software |used |to |assess |how |much |time |
viewers |spend |on |particular |web |pages |and |the |number |of |pages |they |view.
social |shopping |- |CORRECT |ANSWER✔✔-using |the |internet |to |communicate |about |product |
preferences |with |other |shoppers
search |engine |marketing |(SEM) |- |CORRECT |ANSWER✔✔-an |activity |used |in |online |searches |to |
increase |the |visibility |of |a |firm |by |using |paid |searches |to |appear |higher |up |in |results
impressions |- |CORRECT |ANSWER✔✔-the |number |of |times |an |advertisement |appears |in |front |
of |the |user
