ISC 161 Exam 1 Questions with Correct Answers Already Passed
ISC major paths at UK - Answers Creative Advertising, PR, Direct Response, Account Managment
Two student organizations for UK's ISC major - Answers Public Relations Student Society of America
(PRSSA) and Ad Club
What does ISC stand for? - Answers Integrated Strategic Communications
What does IMC stand for? - Answers Integrated Marketing Communications
What is the definition for ISC/ IMC? - Answers The process of coordinating and integrated all marketing
communication into a seamless program to help the company achieve its objectives.
What is marketing? - Answers The activity, set of institutions and processes for creating, communicating,
delivering and exchanging offerings that have value for the customers, clients, partners, and society at
large.
What does the marketing mix consist of? - Answers The four P's: Product, price, promotion, place
ISC professionals focus on which element in the marketing mix? - Answers Promotion
Elements of marketing strategy and analysis: opportunity analysis - Answers What market place trends
can we take advantage of?
Elements of marketing strategy and analysis: competitive analysis - Answers Unique value of product in
a category is stressed.
Elements of marketing strategy and analysis: target market selection - Answers What is the best
prospect for our product or service?
Elements of marketing strategy and analysis: Cost leadership - Answers Underpricing the competition/
we are the best bottom line/ this leads to price wars
Element of marketing strategy and analysis: Market segmentation - Answers Target segment of the
audience instead of everyone
What are the steps involved in target marketing? - Answers 1. Identifying markets with unfulfilled needs
2. determining market segmentation
3. selecting a target market
4. positioning a brand through market strategies
What is market segmentation? - Answers "Dividing up the market into distinct groups that have
common needs and will respond similarly to a marketing strategy."
, What are common ways of segmentation? - Answers Demographics, geographics, socioeconomic status,
pyschographics, behavioral
The best way to segment a market is... - Answers Behavioral segmentation
What are the steps to product/brand placement? - Answers 1. Identify competition
2. Evaluate consumer perceptions of competition
3. Determine competition's position(s)
4. Analyze consumer preferences
5. Make positioning decision
How are products and brands placed in product placement? - Answers
When deciding how to introduce a brand, what is a pull strategy? - Answers Advertisers use a softer
message to draw-in potential customers, such as emotional appeals.
When deciding how to introduce a brand, what is a push strategy? - Answers Advertising for this
strategy is more structured.
What are basic forms of ISC - Answers Public Relations, direct marketing, sales promotion, personal
selling.
What type of objectives do ISC professionals focus on the most? - Answers Promotion, communication
objectives.
Marketing concept - Answers when a business focuses on the consumers' wants and needs for profit
Extended marketing concept - Answers when a business focuses on exceeding consumers' expectations.
Why do we need ISC? - Answers Consumers are smarter and harder to reach. Companies are more
concerned about results. Marketplace power has shifted from manufacturers to retailers.
What are clients in ISC process? - Answers Key participants. They have the things needed to be
marketed.
What is an advertising manager in a company's advertising department? - Answers Responsible for all
promotional material
What is a centralized system? - Answers When a manager controls all of a company's brands
What is a decentralized system? - Answers When one brand manager is in control of a single brand of
many companies
ISC major paths at UK - Answers Creative Advertising, PR, Direct Response, Account Managment
Two student organizations for UK's ISC major - Answers Public Relations Student Society of America
(PRSSA) and Ad Club
What does ISC stand for? - Answers Integrated Strategic Communications
What does IMC stand for? - Answers Integrated Marketing Communications
What is the definition for ISC/ IMC? - Answers The process of coordinating and integrated all marketing
communication into a seamless program to help the company achieve its objectives.
What is marketing? - Answers The activity, set of institutions and processes for creating, communicating,
delivering and exchanging offerings that have value for the customers, clients, partners, and society at
large.
What does the marketing mix consist of? - Answers The four P's: Product, price, promotion, place
ISC professionals focus on which element in the marketing mix? - Answers Promotion
Elements of marketing strategy and analysis: opportunity analysis - Answers What market place trends
can we take advantage of?
Elements of marketing strategy and analysis: competitive analysis - Answers Unique value of product in
a category is stressed.
Elements of marketing strategy and analysis: target market selection - Answers What is the best
prospect for our product or service?
Elements of marketing strategy and analysis: Cost leadership - Answers Underpricing the competition/
we are the best bottom line/ this leads to price wars
Element of marketing strategy and analysis: Market segmentation - Answers Target segment of the
audience instead of everyone
What are the steps involved in target marketing? - Answers 1. Identifying markets with unfulfilled needs
2. determining market segmentation
3. selecting a target market
4. positioning a brand through market strategies
What is market segmentation? - Answers "Dividing up the market into distinct groups that have
common needs and will respond similarly to a marketing strategy."
, What are common ways of segmentation? - Answers Demographics, geographics, socioeconomic status,
pyschographics, behavioral
The best way to segment a market is... - Answers Behavioral segmentation
What are the steps to product/brand placement? - Answers 1. Identify competition
2. Evaluate consumer perceptions of competition
3. Determine competition's position(s)
4. Analyze consumer preferences
5. Make positioning decision
How are products and brands placed in product placement? - Answers
When deciding how to introduce a brand, what is a pull strategy? - Answers Advertisers use a softer
message to draw-in potential customers, such as emotional appeals.
When deciding how to introduce a brand, what is a push strategy? - Answers Advertising for this
strategy is more structured.
What are basic forms of ISC - Answers Public Relations, direct marketing, sales promotion, personal
selling.
What type of objectives do ISC professionals focus on the most? - Answers Promotion, communication
objectives.
Marketing concept - Answers when a business focuses on the consumers' wants and needs for profit
Extended marketing concept - Answers when a business focuses on exceeding consumers' expectations.
Why do we need ISC? - Answers Consumers are smarter and harder to reach. Companies are more
concerned about results. Marketplace power has shifted from manufacturers to retailers.
What are clients in ISC process? - Answers Key participants. They have the things needed to be
marketed.
What is an advertising manager in a company's advertising department? - Answers Responsible for all
promotional material
What is a centralized system? - Answers When a manager controls all of a company's brands
What is a decentralized system? - Answers When one brand manager is in control of a single brand of
many companies
