MKT315 Final Exam / Study Guide
(2022/2023)
With Complete Solutions
What is the first question a marketer asks? Correct Ans ~ Who is the
target audience?
What are the elements in the communication process? Correct Ans ~
sender
message
medium
receiver
feedback
noise
If the sender encodes a message what does the receiver do? Correct Ans ~
Decodes
What is noise in communication? Correct Ans ~ Anything that gets in the
way of the receiver clearly understanding the messages sent. Can be
physical, psychological, or sociological interference.
What is IMC? Correct Ans ~ The focused use of all useful marketing
mechanisms on a target audience to promote a message
What does IMC stand for? Correct Ans ~ Integrated Marketing
Communication
What are IMC tools? Correct Ans ~ promotional tools, the promotional mix
What is the promotional mix? Correct Ans ~ tools used to accomplish IMC
—including advertising, public relations, personal selling, sales promotion,
direct marketing, and digital marketing
What is promotion? Correct Ans ~ How a company markets and gets the
message out about its organization
What is frequency in advertising? Correct Ans ~ The number of ads that
are to be communicated in a promotional campaign. The number of times a
targeted consumer may be exposed to the ad
, What is reach in advertising? Correct Ans ~ The portion of the target
market that can possibly read, watch, hear, or view a particular
advertisement based on the media vehicle chosen
What is CPM? Correct Ans ~ "Cost per thousand". A standard way of
measuring the size of an audience an advertiser will buy the media outlets.
EX: "$100 per CPM for a 30-second radio spot at midnight."
What is A/B Testing Correct Ans ~ Process of creating two or more
versions of digital marketing assets to identify which version performs
better. EX. Emails, webpages, ads with variety of changes from the color of a
button to the order info is presented.
What is push marketing? Correct Ans ~ System pushes the product
through channels from manufacturer to retailer to customer
What is pull marketing? Correct Ans ~ Customer asks for product from
retailer, who asks the wholesaler who asks the manufacturer
What is ROI? Correct Ans ~ Return on investment in some financial
investment, like marketing or an ad campaign
What is purpose of testimonials? Correct Ans ~ Third-party validation of a
product or service. Most effective are given by those who name recognition
who are also seen as an expert in the field. EX: Tiger Woods endorses golf
clubs
What is the purpose of sales promotion? Correct Ans ~ To generate sales
or other desired activity through the use of inducements for customers to act
now. EX. Coupons, contests, sweepstakes, events, prizes, loyalty programs,
etc.
What are premiums and samples? Correct Ans ~ Methods of getting
products into consumers hands and are often used as sales promotion tools'.
What is the biggest value of digital marketing? Correct Ans ~ Less costly
to reach target audience.
What is traditional advertising? Correct Ans ~ Newspapers, TV, radio,
magazines, billboards, bus stop seats, flyers, etc.
What is internet-based advertising? Correct Ans ~ Websites, search
engines, social media, etc.
(2022/2023)
With Complete Solutions
What is the first question a marketer asks? Correct Ans ~ Who is the
target audience?
What are the elements in the communication process? Correct Ans ~
sender
message
medium
receiver
feedback
noise
If the sender encodes a message what does the receiver do? Correct Ans ~
Decodes
What is noise in communication? Correct Ans ~ Anything that gets in the
way of the receiver clearly understanding the messages sent. Can be
physical, psychological, or sociological interference.
What is IMC? Correct Ans ~ The focused use of all useful marketing
mechanisms on a target audience to promote a message
What does IMC stand for? Correct Ans ~ Integrated Marketing
Communication
What are IMC tools? Correct Ans ~ promotional tools, the promotional mix
What is the promotional mix? Correct Ans ~ tools used to accomplish IMC
—including advertising, public relations, personal selling, sales promotion,
direct marketing, and digital marketing
What is promotion? Correct Ans ~ How a company markets and gets the
message out about its organization
What is frequency in advertising? Correct Ans ~ The number of ads that
are to be communicated in a promotional campaign. The number of times a
targeted consumer may be exposed to the ad
, What is reach in advertising? Correct Ans ~ The portion of the target
market that can possibly read, watch, hear, or view a particular
advertisement based on the media vehicle chosen
What is CPM? Correct Ans ~ "Cost per thousand". A standard way of
measuring the size of an audience an advertiser will buy the media outlets.
EX: "$100 per CPM for a 30-second radio spot at midnight."
What is A/B Testing Correct Ans ~ Process of creating two or more
versions of digital marketing assets to identify which version performs
better. EX. Emails, webpages, ads with variety of changes from the color of a
button to the order info is presented.
What is push marketing? Correct Ans ~ System pushes the product
through channels from manufacturer to retailer to customer
What is pull marketing? Correct Ans ~ Customer asks for product from
retailer, who asks the wholesaler who asks the manufacturer
What is ROI? Correct Ans ~ Return on investment in some financial
investment, like marketing or an ad campaign
What is purpose of testimonials? Correct Ans ~ Third-party validation of a
product or service. Most effective are given by those who name recognition
who are also seen as an expert in the field. EX: Tiger Woods endorses golf
clubs
What is the purpose of sales promotion? Correct Ans ~ To generate sales
or other desired activity through the use of inducements for customers to act
now. EX. Coupons, contests, sweepstakes, events, prizes, loyalty programs,
etc.
What are premiums and samples? Correct Ans ~ Methods of getting
products into consumers hands and are often used as sales promotion tools'.
What is the biggest value of digital marketing? Correct Ans ~ Less costly
to reach target audience.
What is traditional advertising? Correct Ans ~ Newspapers, TV, radio,
magazines, billboards, bus stop seats, flyers, etc.
What is internet-based advertising? Correct Ans ~ Websites, search
engines, social media, etc.
