MKT 380 Exam 3 UPDATED ACTUAL Questions And Correct Answers
C
Terms in this set (68)
Promotion Mix The set of tools marketers use to communicate with the target market: advertising,
personal selling, sales promotion, direct marketing, digital marketing, and public
relations.
Why use multiple promotion mix tools? Using multiple tools reinforces the message, reaches different audiences, and
increases marketing effectiveness.
Communication Process Steps Sender → Encoding → Message → Medium → Decoding → Receiver →
Feedback.
Noise (Communication) Any distraction or interference that prevents a message from being received
clearly.
Encoding Problem When the sender's message is unclear or poorly expressed, causing
misunderstanding.
IMC (Integrated Marketing Communications) Coordinating all promotional channels to deliver a consistent, unified brand
message.
Benefits of IMC Consistency, clearer messaging, increased brand trust, reduced confusion, and
improved efficiency.
5A Framework Stages Aware → Appeal → Ask → Act → Advocate.
Rational Appeal Uses logical arguments, facts, product features, and benefits.
Emotional Appeal Uses emotions such as joy, fear, humor, nostalgia, or excitement to persuade.
Moral Appeal Appeals to a sense of right and wrong; promotes ethical or socially important
themes.
Points of Difference What makes a brand unique compared to competitors.
Points of Parity Features a brand shares with competitors; required to compete in the market.
Objective and Task Budgeting Method Best budgeting method; sets goals, identifies tasks to reach them, and calculates
cost.
Top-Down Budgeting Method Executives set the total promotional budget and allocate downward.
, Percentage of Sales Budgeting Method Budget based on a percentage of past or forecasted sales.
Affordable Budgeting Method Budget is whatever the company can afford after other expenses.
Competitive Parity Method Budget matches competitors' spending levels.
Continuous Scheduling Ads run evenly throughout the year.
Flighting Scheduling Ads run during specific periods with breaks in between.
Pulsing Scheduling Continuous advertising with periodic increases in intensity.
Digital Marketing Advantages Highly targeted, measurable, adaptable in real time, and lower cost.
Social Media Marketing Opportunity Allows direct engagement, global reach, and personalized content.
Social Media Marketing Challenge Lack of control over comments and constantly changing trends.
Mobile Marketing Key Idea Consumers are always connected, allowing more touchpoints for marketers.
Sales Funnel Stages Awareness → Interest → Desire → Action.
Website Traffic Total number of visitors to a website.
Bounce Rate Percentage of visitors who leave a site immediately without interacting.
Conversion Rate Percentage of users who complete the desired action (purchase, signup, etc.).
Cost Per Click (CPC) The amount paid each time a digital ad is clicked.
Engagement Metrics Likes, comments, shares, and interactions on social media.
Ethical Issues in Marketing Transparency, avoiding deception, sponsorship disclosure, privacy protection, and
proper data tracking.
What IMC principle is being violated when a company Lack of message consistency
runs ads with different tones and messages?
Which promotion tool should a brand use to quickly build Advertising
awareness for a new product?
Which 5A stages occurred when a customer sees an ad, Aware → Ask → Act
Googles the product, reads reviews, and then buys it?
What digital metric suggests a problem if a social media Low conversion rate
ad receives many clicks but very few purchases?
C
Terms in this set (68)
Promotion Mix The set of tools marketers use to communicate with the target market: advertising,
personal selling, sales promotion, direct marketing, digital marketing, and public
relations.
Why use multiple promotion mix tools? Using multiple tools reinforces the message, reaches different audiences, and
increases marketing effectiveness.
Communication Process Steps Sender → Encoding → Message → Medium → Decoding → Receiver →
Feedback.
Noise (Communication) Any distraction or interference that prevents a message from being received
clearly.
Encoding Problem When the sender's message is unclear or poorly expressed, causing
misunderstanding.
IMC (Integrated Marketing Communications) Coordinating all promotional channels to deliver a consistent, unified brand
message.
Benefits of IMC Consistency, clearer messaging, increased brand trust, reduced confusion, and
improved efficiency.
5A Framework Stages Aware → Appeal → Ask → Act → Advocate.
Rational Appeal Uses logical arguments, facts, product features, and benefits.
Emotional Appeal Uses emotions such as joy, fear, humor, nostalgia, or excitement to persuade.
Moral Appeal Appeals to a sense of right and wrong; promotes ethical or socially important
themes.
Points of Difference What makes a brand unique compared to competitors.
Points of Parity Features a brand shares with competitors; required to compete in the market.
Objective and Task Budgeting Method Best budgeting method; sets goals, identifies tasks to reach them, and calculates
cost.
Top-Down Budgeting Method Executives set the total promotional budget and allocate downward.
, Percentage of Sales Budgeting Method Budget based on a percentage of past or forecasted sales.
Affordable Budgeting Method Budget is whatever the company can afford after other expenses.
Competitive Parity Method Budget matches competitors' spending levels.
Continuous Scheduling Ads run evenly throughout the year.
Flighting Scheduling Ads run during specific periods with breaks in between.
Pulsing Scheduling Continuous advertising with periodic increases in intensity.
Digital Marketing Advantages Highly targeted, measurable, adaptable in real time, and lower cost.
Social Media Marketing Opportunity Allows direct engagement, global reach, and personalized content.
Social Media Marketing Challenge Lack of control over comments and constantly changing trends.
Mobile Marketing Key Idea Consumers are always connected, allowing more touchpoints for marketers.
Sales Funnel Stages Awareness → Interest → Desire → Action.
Website Traffic Total number of visitors to a website.
Bounce Rate Percentage of visitors who leave a site immediately without interacting.
Conversion Rate Percentage of users who complete the desired action (purchase, signup, etc.).
Cost Per Click (CPC) The amount paid each time a digital ad is clicked.
Engagement Metrics Likes, comments, shares, and interactions on social media.
Ethical Issues in Marketing Transparency, avoiding deception, sponsorship disclosure, privacy protection, and
proper data tracking.
What IMC principle is being violated when a company Lack of message consistency
runs ads with different tones and messages?
Which promotion tool should a brand use to quickly build Advertising
awareness for a new product?
Which 5A stages occurred when a customer sees an ad, Aware → Ask → Act
Googles the product, reads reviews, and then buys it?
What digital metric suggests a problem if a social media Low conversion rate
ad receives many clicks but very few purchases?
