ISC 161 Exam UKY 2025 With 100%
Correct Answers
What is ISC? - CORRECT ANSWER✔✔I- Integrated: different forms working together,
complimenting each otherS- Strategic: based on research, planning, goalsC- Communication:
working toward effectively conveying ideas The coordination and integration of all marketing
communication tools, avenues, and sources in a company into a seamless program designed to
maximize the impact on customers and other stakeholders.
what are the typical bases for market segmentations? - CORRECT ANSWER✔✔demographics,
psychographics, generations, geographics, geodemographics, benefits, usage, BEHAVIOR
Why is behavior segmentation preferable? - CORRECT ANSWER✔✔It's what we're trying to
influence, so it should be the starting point. How people behave is more important than what
attitudes they hold or what they claim matters to them (80/20 rule)
!The positioning approaches (apply them to an ad) : - CORRECT ANSWER✔✔-fitting the brand to
the chosen target audience
by: product attributes, competitors, use/application, price/quality relationship, product user,
product class, cultural symbols
What are the basic forms of ISC? - CORRECT ANSWER✔✔advertising, direct response, internet,
social media, mobile, sales promotion, publicity/public relations, event marketing, personal
selling
Who are the four major players? - CORRECT ANSWER✔✔clients, agencies, the media, suppliers
, Why should you use an outside agency? - CORRECT ANSWER✔✔skills, objectivity, clout: power
What are the functions of a full-service agency? - CORRECT ANSWER✔✔account services,
research, media, creative, management/finance
primary research: - CORRECT ANSWER✔✔what you collect yourself
-observation
-focus groups
-surveys
-experiments
! steps in consumer decision making process (what happens): - CORRECT ANSWER✔✔1:
problem recognition
2: information search
3: evaluation of alternatives
4: purchase decision
5: post-purchase evaluation
problem recognition: - CORRECT ANSWER✔✔Maslow's Hierarchy
-physiological needs
-safety needs
-sociaterm-30l needs
-esteem needs
-self-actualization needs
information search: - CORRECT ANSWER✔✔internal search, external search
-ability to search
Correct Answers
What is ISC? - CORRECT ANSWER✔✔I- Integrated: different forms working together,
complimenting each otherS- Strategic: based on research, planning, goalsC- Communication:
working toward effectively conveying ideas The coordination and integration of all marketing
communication tools, avenues, and sources in a company into a seamless program designed to
maximize the impact on customers and other stakeholders.
what are the typical bases for market segmentations? - CORRECT ANSWER✔✔demographics,
psychographics, generations, geographics, geodemographics, benefits, usage, BEHAVIOR
Why is behavior segmentation preferable? - CORRECT ANSWER✔✔It's what we're trying to
influence, so it should be the starting point. How people behave is more important than what
attitudes they hold or what they claim matters to them (80/20 rule)
!The positioning approaches (apply them to an ad) : - CORRECT ANSWER✔✔-fitting the brand to
the chosen target audience
by: product attributes, competitors, use/application, price/quality relationship, product user,
product class, cultural symbols
What are the basic forms of ISC? - CORRECT ANSWER✔✔advertising, direct response, internet,
social media, mobile, sales promotion, publicity/public relations, event marketing, personal
selling
Who are the four major players? - CORRECT ANSWER✔✔clients, agencies, the media, suppliers
, Why should you use an outside agency? - CORRECT ANSWER✔✔skills, objectivity, clout: power
What are the functions of a full-service agency? - CORRECT ANSWER✔✔account services,
research, media, creative, management/finance
primary research: - CORRECT ANSWER✔✔what you collect yourself
-observation
-focus groups
-surveys
-experiments
! steps in consumer decision making process (what happens): - CORRECT ANSWER✔✔1:
problem recognition
2: information search
3: evaluation of alternatives
4: purchase decision
5: post-purchase evaluation
problem recognition: - CORRECT ANSWER✔✔Maslow's Hierarchy
-physiological needs
-safety needs
-sociaterm-30l needs
-esteem needs
-self-actualization needs
information search: - CORRECT ANSWER✔✔internal search, external search
-ability to search
