ISC 261 FINAL EXAM QUESTIONS
WITH CORRECT ANSWERS
situational anaylysis (parts and purpose) - ANSWER--Brief Abstract
-Background of the Client
-Direct and Indirect Competitors
-ISC Strategies and Campaigns
-SWOT Analysis
-Situation Description
-References
secondary research - ANSWER-infomation conducted by someone else
direct and indirect competitors - ANSWER-direct: someone who makes the same
product
indirect: not the same product but serves same need
SWOT - ANSWER--identifies internal and external factors influencing future
performances
-think about brand and product
-internal (S & W)
-external (O & T)
target audience - ANSWER--group of people most likely to buy product
-who you're aiming your campain toward
-could be recommendation to break into different segment
demographics - ANSWER-information about people you can classify (where they
live, age, gender)
psychographics - ANSWER--descriptions of attitudes, values, lifestyles, beliefs
-why they buy
-how do they respond to persuasion?
-who do they trust?
buying behavior - ANSWER-habits consumer has when buying a product
media habits - ANSWER-where consumer gets into from and what sites they visit
why do we use market research tools and what are common ones - ANSWER--best
way to understand your target audience
-who's invested & could be your client
(MRI, mintel, VALS, PRIZM)
MRI - ANSWER-demographics
, mintel - ANSWER-psychographics
VALS - ANSWER--psychographic traits
-groups into specific traits
-based on primary motivation
-explains consumer attitudes & anticipates behavior
-a person's tendency to consume beyond demographics
Claritas PRIZM - ANSWER-- psychographics
- geography
persona - ANSWER--hypothetical user
-specific
-should represent entire target audience
-helps create scenarios
goals - ANSWER--express endpoints
-similar to purpose statement
-broad
objectives - ANSWER--subset of a goal
-must have infinitive verb
-single outcome
-emphasis on communication
-magnitude of action in quantifiable terms
-target date for achieveing outcome
-include target audience
strategy (2) - ANSWER-- states general methodology
- PLAN
tactic - ANSWER-- specific ACTIONS used the strategy to meet goal
goal example - ANSWER-To convince consumers that Snapple is committed to real
ingredients, including natural fruit sugars.
objective example - ANSWER-To generate traffic to Snapple's social media
presence so there is a 10% increase in consumers accessing the social media
pages at least once during the three month period.
SMART objectives - ANSWER-- specific
- measurable
- attainable
- relevant
- timely
specific - ANSWER--tangible
-relates to target audience
-details frequency
-describes message content
WITH CORRECT ANSWERS
situational anaylysis (parts and purpose) - ANSWER--Brief Abstract
-Background of the Client
-Direct and Indirect Competitors
-ISC Strategies and Campaigns
-SWOT Analysis
-Situation Description
-References
secondary research - ANSWER-infomation conducted by someone else
direct and indirect competitors - ANSWER-direct: someone who makes the same
product
indirect: not the same product but serves same need
SWOT - ANSWER--identifies internal and external factors influencing future
performances
-think about brand and product
-internal (S & W)
-external (O & T)
target audience - ANSWER--group of people most likely to buy product
-who you're aiming your campain toward
-could be recommendation to break into different segment
demographics - ANSWER-information about people you can classify (where they
live, age, gender)
psychographics - ANSWER--descriptions of attitudes, values, lifestyles, beliefs
-why they buy
-how do they respond to persuasion?
-who do they trust?
buying behavior - ANSWER-habits consumer has when buying a product
media habits - ANSWER-where consumer gets into from and what sites they visit
why do we use market research tools and what are common ones - ANSWER--best
way to understand your target audience
-who's invested & could be your client
(MRI, mintel, VALS, PRIZM)
MRI - ANSWER-demographics
, mintel - ANSWER-psychographics
VALS - ANSWER--psychographic traits
-groups into specific traits
-based on primary motivation
-explains consumer attitudes & anticipates behavior
-a person's tendency to consume beyond demographics
Claritas PRIZM - ANSWER-- psychographics
- geography
persona - ANSWER--hypothetical user
-specific
-should represent entire target audience
-helps create scenarios
goals - ANSWER--express endpoints
-similar to purpose statement
-broad
objectives - ANSWER--subset of a goal
-must have infinitive verb
-single outcome
-emphasis on communication
-magnitude of action in quantifiable terms
-target date for achieveing outcome
-include target audience
strategy (2) - ANSWER-- states general methodology
- PLAN
tactic - ANSWER-- specific ACTIONS used the strategy to meet goal
goal example - ANSWER-To convince consumers that Snapple is committed to real
ingredients, including natural fruit sugars.
objective example - ANSWER-To generate traffic to Snapple's social media
presence so there is a 10% increase in consumers accessing the social media
pages at least once during the three month period.
SMART objectives - ANSWER-- specific
- measurable
- attainable
- relevant
- timely
specific - ANSWER--tangible
-relates to target audience
-details frequency
-describes message content
