MAR 3023 FSU Brady Final Exam |124 Questions
and Answers
Advertising - -A PAID, NON-PERSONAL COMMUNICATION about an organization ant its
products transmitted to a target audience through MASS MEDIA
-Personal Selling - -A PAID, PERSONAL COMMUNICATION that seeks to inform customers
and persuade them to purchase products in an exchange situation.
-Public Relations - -A BROAD set of communication efforts used to create and maintain
favorable relationships between an organization and its stakeholders
-Sales promotion - -An activity or material that acts as a DIRECT INDUCEMENT offering
-Integrated Marketing Communications - -Coordination of promotion and marketing
efforts for maximum impact
-Traditional Promotion mix - -Promotion and marketing efforts are separate between
media channels, and it wasn't very consistent and did not communicate well
-Consistent IMC - -Keep a consistent message to customers that allows them to cut
through the clutter
-Coordinated IMC - -Coordinate/Manage promotional efforts to be logically connected
-Complementary IMC - -Synchronized to create a greater overall campaign. Each
promotion message builds on another.
-Continuity IMC - -Use more precisely targeted promotional tools over time. Have the
same message over time.
-The two general promotion strategies - -Push Policy, Pull Policy
-Push Policy - -Business to Business (B2B), Promotes a product to only the next institution
down the marketing channel. Producer to wholesaler, wholesaler to retailers, retailers to
consumers.
-Pull Policy - -Promoting a product directly to consumers to develop strong demand.
Companies target consumers.
-Communication Process - -Describes the exchange of information between two or more
people.
-Messages are sent through... - -Channels
, -Communication Channels include - -Letters, email, in person
-7 Elements of Communication Process - -Source, Encoding Information, Message
Development, Communications Channel, Decoding the Message, Receiver, Feedback.
-Noise - -Constantly trying to interrupt the communication process in some way
-The Source - -The person or organization that has information to share.
-Q Score - -Measure of FAMILIARITY and LIKING. Familiarity - % who have heard of
him/her. Liking - % that list the person is a favorite.
-Encoding Information - -The process of putting words, thoughts, messages into symbolic
form in such a way that they will be understood by the receiver/consumer.
-Communications Channel - -How the communications travels from the source to the
receiver
-Two Types of Communications channels - -Non personal channels, Personal channels
-Non personal channels - -no personal contact with consumer. Ex - Print or broadcast
-Personal channels - -Involves direct contact with consumer. Ex - Direct selling,
salespeople, word of mouth, buzz marketing
-Buzz marketing - -Companies hire socially active consumers to promote products to
friends, relatives, etc.
-Decoding - -The process of transforming the message back into thought
-Feedback - -The receivers response to the message.
-Response Model - -Describes the process that receivers must go through before a desired
behavior occurs.
-Cognitive response stage - -The "thinking" stage where the receiver becomes aware of the
message (Attention + Interest)
-Affective response stage - -The "feeling" stage where the receiver forms a liking or
preference for the ad object (Interest + Desire)
-Behavioral response stage - -the "doing" stage where the receiver acts on the preference
(Action)
and Answers
Advertising - -A PAID, NON-PERSONAL COMMUNICATION about an organization ant its
products transmitted to a target audience through MASS MEDIA
-Personal Selling - -A PAID, PERSONAL COMMUNICATION that seeks to inform customers
and persuade them to purchase products in an exchange situation.
-Public Relations - -A BROAD set of communication efforts used to create and maintain
favorable relationships between an organization and its stakeholders
-Sales promotion - -An activity or material that acts as a DIRECT INDUCEMENT offering
-Integrated Marketing Communications - -Coordination of promotion and marketing
efforts for maximum impact
-Traditional Promotion mix - -Promotion and marketing efforts are separate between
media channels, and it wasn't very consistent and did not communicate well
-Consistent IMC - -Keep a consistent message to customers that allows them to cut
through the clutter
-Coordinated IMC - -Coordinate/Manage promotional efforts to be logically connected
-Complementary IMC - -Synchronized to create a greater overall campaign. Each
promotion message builds on another.
-Continuity IMC - -Use more precisely targeted promotional tools over time. Have the
same message over time.
-The two general promotion strategies - -Push Policy, Pull Policy
-Push Policy - -Business to Business (B2B), Promotes a product to only the next institution
down the marketing channel. Producer to wholesaler, wholesaler to retailers, retailers to
consumers.
-Pull Policy - -Promoting a product directly to consumers to develop strong demand.
Companies target consumers.
-Communication Process - -Describes the exchange of information between two or more
people.
-Messages are sent through... - -Channels
, -Communication Channels include - -Letters, email, in person
-7 Elements of Communication Process - -Source, Encoding Information, Message
Development, Communications Channel, Decoding the Message, Receiver, Feedback.
-Noise - -Constantly trying to interrupt the communication process in some way
-The Source - -The person or organization that has information to share.
-Q Score - -Measure of FAMILIARITY and LIKING. Familiarity - % who have heard of
him/her. Liking - % that list the person is a favorite.
-Encoding Information - -The process of putting words, thoughts, messages into symbolic
form in such a way that they will be understood by the receiver/consumer.
-Communications Channel - -How the communications travels from the source to the
receiver
-Two Types of Communications channels - -Non personal channels, Personal channels
-Non personal channels - -no personal contact with consumer. Ex - Print or broadcast
-Personal channels - -Involves direct contact with consumer. Ex - Direct selling,
salespeople, word of mouth, buzz marketing
-Buzz marketing - -Companies hire socially active consumers to promote products to
friends, relatives, etc.
-Decoding - -The process of transforming the message back into thought
-Feedback - -The receivers response to the message.
-Response Model - -Describes the process that receivers must go through before a desired
behavior occurs.
-Cognitive response stage - -The "thinking" stage where the receiver becomes aware of the
message (Attention + Interest)
-Affective response stage - -The "feeling" stage where the receiver forms a liking or
preference for the ad object (Interest + Desire)
-Behavioral response stage - -the "doing" stage where the receiver acts on the preference
(Action)
