MAR 3023 FINAL EXAM 400+ QUESTIONS WITH ALL VERIFIED ANSWERS (3 BEST
VERSIONS INCLUDED)
MAR3023 Final Exam version 1
Marketing Communications - correct answer Remembering your favorite ad
Overall U.S spending on advertising and promotion - correct answer Less than $40 billion in
1980, rising to $220 billion in 2018
Top Digital advertisers - correct answer Google
Facebook
Where Advertising spending occurs - correct answer Cable tv, Network tv, magazines,
newspapers, internet, radio
Top Advertisers - correct answer Comcast $6 bil
AT&T
Amazon
P&G
GM
Disney
Advertising - correct answer A paid, non-personal communication about an organization and
its products transmitted to a target audience through mass media
Personal Selling - correct answer A paid, personal communication that seeks to inform
customers and persuade them to purchase products in an exchange situation
Public Relations - correct answer A broad set of communication efforts used to create and
maintain favorable relationship between an organization and its stakeholders
Sales Promotion - correct answer An activity or material that acts as a direct inducement
offering added value or incentive for the product to resellers, salespeople, or customers; free
samples, games, rebates, sweepstakes, contests, coupons
Integrated marketing communications - correct answer Coordination of promotion and
marketing efforts for maximum impact
ex: traditional marketing, promotions, web/media
Traditional Promotion Mix - correct answer Media Advertising; Point of purchase, publicity,
special events, packaging, direct marketing, interactive marketing, direct response
,MAR 3023 FINAL EXAM 400+ QUESTIONS WITH ALL VERIFIED ANSWERS (3 BEST
VERSIONS INCLUDED)
IMC - correct answer integrated marketing communications
Goals of IMC - correct answer *Consistent* messages with customers
*Coordinated*
*Complementary* to make a greater campaign
*Continuity* usage of promotional tools overtime
2 General Promotion Strategies - correct answer Push and Pull Policy
Push Policy - correct answer Promoting a product only to the next institution down the
marketing channel
Marketing Channel - correct answer Producer promotes product to wholesalers --->
wholesalers promote to retailers ---> retailers promote to consumers
Push Money - correct answer Also known as "spiffs" - an extra commission paid to retail
employees to push products
Pull Policy - correct answer Promoting a product directly to consumers to develop strong
demand that pulls products through the marketing channel
ex: children's toys
Communication Process - correct answer The process that describes the exchange of
information between two or more people
ex: email, phone, in person
Elements in the communication process - correct answer Source (has info)--->Encoding
information--->Message development--->Communications Channel (medium)--> Decoding the
message-->Receiver-->Feedback
The Source - correct answer The person or organization that has information to share
Ex; company, salesman
Q-Scores - correct answer Measure of familiarity and liking/ the number of respondents who
indicate they're a favorite, or negative Q-Scores who tell us who is disliked
Ecoding - correct answer The process of putting words, thoughts, messages into symbolic
form in such a way that they will be understood by the receiver/consumer
The channel - correct answer How the communication travels from the source to the
receiver
,MAR 3023 FINAL EXAM 400+ QUESTIONS WITH ALL VERIFIED ANSWERS (3 BEST
VERSIONS INCLUDED)
Non personal channels - correct answer No personal contact with the consumer
ex: email
Personal Channels - correct answer Involves direct contact
ex: Salesman
Buzz Marketing - correct answer A subset of "viral marketing" wherein companies hire
socially active consumers to promote products to their friends, relatives, and acquaintances
-consumers are typically unaware that this person is on payroll
Decoding - correct answer The process of transforming the message back into thought. They
key is for the decoded message to resemble the encoded message
Noise - correct answer Anything that interferes with or distorts the message
Decoding gone wrong - correct answer "touch woody - the internet pecker"
unintentional messages
Feedback - correct answer The final piece of the communication process - the receiver's
response to the message
- can be difficult to asses
Response Models - correct answer Describe the process that receivers must go through
before a desired behavior occurs
Each model has 3 successive stages - correct answer Cognitive - "thinking" stage. receiver
becomes aware
Affective - "feeling" stage. receiver forms a liking or disliking
Behavioral - "doing" stage. receiver acts on their preference
AIDA Model - correct answer Attention, Interest, Desire, Action - developed for personal
selling, represents the stages a salesperson must take a customer through to induce a purchase
What is Advertising? - correct answer A paid form of nonpersonal communication that is
transmitted to a target audience through mass media
-effective advertising can influence customers purchasing behavior throughout their lifetimes
The first ads - correct answer - Newspaper (1704)-Bofton Newspaper
- P&G (1882) -Ivory soap
, MAR 3023 FINAL EXAM 400+ QUESTIONS WITH ALL VERIFIED ANSWERS (3 BEST
VERSIONS INCLUDED)
- Coca-Cola (1886)
- Automobile (1898) ($1,000)
- Radio - Apartments (1992)
- Television (1941) -Bullava
- Banner ad (1994) - Wired.com
- Facebook (2004)
Advertising Mediums - correct answer Movies, TV, video games
Newspaper, direct mail, magazines
Sports
Internet
How many ads does the average American see each day? - correct answer 3,000
Types of Advertising - correct answer product advertising, pioneer advertising, competitive
advertising retail and local advertising
Product advertising - correct answer Promotes the uses, features, and benefits of specific
products
Pioneer Advertising - correct answer Focuses on a product category
Competitive Advertising - correct answer Points out a brands advantages relative to
competing brands
Three types of competitive ads - correct answer comparative, reminder, reinforcement
Comparative Ads - correct answer Compares two or more brands on one or more
characteristics
Reminder advertising - correct answer Reminds customers of an established brands
characteristics and benefits
Reinforcement Ads - correct answer Assures current users they have made the right choice
Advocacy Ads - correct answer Conveys a firms position on a public issue
Cutting through the clutter - correct answer Customers are avoiding ads, so companies are
going to great length to reach customers, embedded messages in programs, "the idea is to not
look and feel like ads"
VERSIONS INCLUDED)
MAR3023 Final Exam version 1
Marketing Communications - correct answer Remembering your favorite ad
Overall U.S spending on advertising and promotion - correct answer Less than $40 billion in
1980, rising to $220 billion in 2018
Top Digital advertisers - correct answer Google
Where Advertising spending occurs - correct answer Cable tv, Network tv, magazines,
newspapers, internet, radio
Top Advertisers - correct answer Comcast $6 bil
AT&T
Amazon
P&G
GM
Disney
Advertising - correct answer A paid, non-personal communication about an organization and
its products transmitted to a target audience through mass media
Personal Selling - correct answer A paid, personal communication that seeks to inform
customers and persuade them to purchase products in an exchange situation
Public Relations - correct answer A broad set of communication efforts used to create and
maintain favorable relationship between an organization and its stakeholders
Sales Promotion - correct answer An activity or material that acts as a direct inducement
offering added value or incentive for the product to resellers, salespeople, or customers; free
samples, games, rebates, sweepstakes, contests, coupons
Integrated marketing communications - correct answer Coordination of promotion and
marketing efforts for maximum impact
ex: traditional marketing, promotions, web/media
Traditional Promotion Mix - correct answer Media Advertising; Point of purchase, publicity,
special events, packaging, direct marketing, interactive marketing, direct response
,MAR 3023 FINAL EXAM 400+ QUESTIONS WITH ALL VERIFIED ANSWERS (3 BEST
VERSIONS INCLUDED)
IMC - correct answer integrated marketing communications
Goals of IMC - correct answer *Consistent* messages with customers
*Coordinated*
*Complementary* to make a greater campaign
*Continuity* usage of promotional tools overtime
2 General Promotion Strategies - correct answer Push and Pull Policy
Push Policy - correct answer Promoting a product only to the next institution down the
marketing channel
Marketing Channel - correct answer Producer promotes product to wholesalers --->
wholesalers promote to retailers ---> retailers promote to consumers
Push Money - correct answer Also known as "spiffs" - an extra commission paid to retail
employees to push products
Pull Policy - correct answer Promoting a product directly to consumers to develop strong
demand that pulls products through the marketing channel
ex: children's toys
Communication Process - correct answer The process that describes the exchange of
information between two or more people
ex: email, phone, in person
Elements in the communication process - correct answer Source (has info)--->Encoding
information--->Message development--->Communications Channel (medium)--> Decoding the
message-->Receiver-->Feedback
The Source - correct answer The person or organization that has information to share
Ex; company, salesman
Q-Scores - correct answer Measure of familiarity and liking/ the number of respondents who
indicate they're a favorite, or negative Q-Scores who tell us who is disliked
Ecoding - correct answer The process of putting words, thoughts, messages into symbolic
form in such a way that they will be understood by the receiver/consumer
The channel - correct answer How the communication travels from the source to the
receiver
,MAR 3023 FINAL EXAM 400+ QUESTIONS WITH ALL VERIFIED ANSWERS (3 BEST
VERSIONS INCLUDED)
Non personal channels - correct answer No personal contact with the consumer
ex: email
Personal Channels - correct answer Involves direct contact
ex: Salesman
Buzz Marketing - correct answer A subset of "viral marketing" wherein companies hire
socially active consumers to promote products to their friends, relatives, and acquaintances
-consumers are typically unaware that this person is on payroll
Decoding - correct answer The process of transforming the message back into thought. They
key is for the decoded message to resemble the encoded message
Noise - correct answer Anything that interferes with or distorts the message
Decoding gone wrong - correct answer "touch woody - the internet pecker"
unintentional messages
Feedback - correct answer The final piece of the communication process - the receiver's
response to the message
- can be difficult to asses
Response Models - correct answer Describe the process that receivers must go through
before a desired behavior occurs
Each model has 3 successive stages - correct answer Cognitive - "thinking" stage. receiver
becomes aware
Affective - "feeling" stage. receiver forms a liking or disliking
Behavioral - "doing" stage. receiver acts on their preference
AIDA Model - correct answer Attention, Interest, Desire, Action - developed for personal
selling, represents the stages a salesperson must take a customer through to induce a purchase
What is Advertising? - correct answer A paid form of nonpersonal communication that is
transmitted to a target audience through mass media
-effective advertising can influence customers purchasing behavior throughout their lifetimes
The first ads - correct answer - Newspaper (1704)-Bofton Newspaper
- P&G (1882) -Ivory soap
, MAR 3023 FINAL EXAM 400+ QUESTIONS WITH ALL VERIFIED ANSWERS (3 BEST
VERSIONS INCLUDED)
- Coca-Cola (1886)
- Automobile (1898) ($1,000)
- Radio - Apartments (1992)
- Television (1941) -Bullava
- Banner ad (1994) - Wired.com
- Facebook (2004)
Advertising Mediums - correct answer Movies, TV, video games
Newspaper, direct mail, magazines
Sports
Internet
How many ads does the average American see each day? - correct answer 3,000
Types of Advertising - correct answer product advertising, pioneer advertising, competitive
advertising retail and local advertising
Product advertising - correct answer Promotes the uses, features, and benefits of specific
products
Pioneer Advertising - correct answer Focuses on a product category
Competitive Advertising - correct answer Points out a brands advantages relative to
competing brands
Three types of competitive ads - correct answer comparative, reminder, reinforcement
Comparative Ads - correct answer Compares two or more brands on one or more
characteristics
Reminder advertising - correct answer Reminds customers of an established brands
characteristics and benefits
Reinforcement Ads - correct answer Assures current users they have made the right choice
Advocacy Ads - correct answer Conveys a firms position on a public issue
Cutting through the clutter - correct answer Customers are avoiding ads, so companies are
going to great length to reach customers, embedded messages in programs, "the idea is to not
look and feel like ads"
