ADV EXAM 1| 130 QUESTIONS| VERIFIED
4 P's and defined Correct Answer: Product- good, service
Place-distribution
Price- $, value, need
Promotions-PR, advertising
Marketing def Correct Answer: activity, set of institutions, & process for creating,
comm, delivering, & exchange offerings that have value for customers, clients,
partners, & society at large
PR def Correct Answer: strategic comm process that buids mutually beneficial
relationships btw orgs & publics
Advertising def Correct Answer: marketing comm intended to modify or maintain
attitudes, beliefs, or behaviors
What is a consumer? Correct Answer: person who ID a need or desire, makes a
purchase, & then disposes of the product
Consumption process Correct Answer: Google doc
Demographics Correct Answer: statistics to measure observable aspects of a pop
-age
-gender
-family structure
-social class/income
-race/ethnicity
geography
TX demographics compared to US at large Correct Answer: Younger than US
More Hispanic
Less educated
Poorer
Less blacks/asians
More whites
Gender the same
, Market segmentation Correct Answer: Generic ads to reach everyone will fail b/c
no single everyone
ID groups of consumers similar to one another
Nature campaign aimed at African-Americans Correct Answer: Encourage AA to
spend time w/ children in nature
Purpose not always to sell a product-targeting demographics.
Lifestyles Correct Answer: * coined psychographics
-Personality
-Values
-Attitudes
-Interests
-Sense of self
-Sense of belonging
-activities we do in spare time
Wine consumers from lecture Correct Answer: -open to new experiences
-following their own path
-info savvy & confident
-desirous of intangibles, experiences, & emotions
-Having priorities in order
Eschewing brands or badges
-women
Love Marks Correct Answer: A brand that creates loyalty beyond reason. Kevin
Roberts, former CEO of Saatchi & Saatchi, presented this concept
Meaning of consumption Correct Answer: people often buy products not for what
they do, but for what they mean
User-generated content Correct Answer: When everyday people voice their
opinion or share info in a public online forum
Tiger Woods example from lecture Correct Answer: Example of UGC
Minute someone saved & shared on YouTube is UGC -->instant viral ad for Nike
golf
Motivation Correct Answer: Centers on behavior & why people:
-initiate them
4 P's and defined Correct Answer: Product- good, service
Place-distribution
Price- $, value, need
Promotions-PR, advertising
Marketing def Correct Answer: activity, set of institutions, & process for creating,
comm, delivering, & exchange offerings that have value for customers, clients,
partners, & society at large
PR def Correct Answer: strategic comm process that buids mutually beneficial
relationships btw orgs & publics
Advertising def Correct Answer: marketing comm intended to modify or maintain
attitudes, beliefs, or behaviors
What is a consumer? Correct Answer: person who ID a need or desire, makes a
purchase, & then disposes of the product
Consumption process Correct Answer: Google doc
Demographics Correct Answer: statistics to measure observable aspects of a pop
-age
-gender
-family structure
-social class/income
-race/ethnicity
geography
TX demographics compared to US at large Correct Answer: Younger than US
More Hispanic
Less educated
Poorer
Less blacks/asians
More whites
Gender the same
, Market segmentation Correct Answer: Generic ads to reach everyone will fail b/c
no single everyone
ID groups of consumers similar to one another
Nature campaign aimed at African-Americans Correct Answer: Encourage AA to
spend time w/ children in nature
Purpose not always to sell a product-targeting demographics.
Lifestyles Correct Answer: * coined psychographics
-Personality
-Values
-Attitudes
-Interests
-Sense of self
-Sense of belonging
-activities we do in spare time
Wine consumers from lecture Correct Answer: -open to new experiences
-following their own path
-info savvy & confident
-desirous of intangibles, experiences, & emotions
-Having priorities in order
Eschewing brands or badges
-women
Love Marks Correct Answer: A brand that creates loyalty beyond reason. Kevin
Roberts, former CEO of Saatchi & Saatchi, presented this concept
Meaning of consumption Correct Answer: people often buy products not for what
they do, but for what they mean
User-generated content Correct Answer: When everyday people voice their
opinion or share info in a public online forum
Tiger Woods example from lecture Correct Answer: Example of UGC
Minute someone saved & shared on YouTube is UGC -->instant viral ad for Nike
golf
Motivation Correct Answer: Centers on behavior & why people:
-initiate them
