ADV 318J Exam 1 Questions with Correct Answers Latest Update

ADV 318J Exam 1 Questions with Correct Answers Latest Update Mobile Marketing - Answers communicating with target markets through mobile devices Advertising - Answers is a paid, mass-mediated attempt to persuade Client/Sponsor - Answers the company or organization that pays for advertising Integrated Brand Promotion (IBP) - Answers the process of using a wide range of promotional tools that work together to create widespread brand exposure. Advertisement - Answers specific message that an organization has created to persuade an audience Advertising Campaign - Answers a series of coordinated advertisements that communicate a reasonably cohesive and integrated theme about a brand Audience - Answers a group of individuals who receive and interpret messages sent from companies or organizations Target Audience - Answers a particular group of consumers singled out by an organization for an advertising or IBP campaign Household Consumers - Answers the most conspicuous audience in that most mass media advertising is directed at them Members of Business Organizations - Answers the focus of advertising for firms that produce business and industrial goods and services Professionals - Answers form a special target audience and are defined as having special training or certification Trade Journals - Answers magazines published specifically for members of a trade and carry highly technical articles Government Officials and Employees - Answers an audience because of high volume purchases International Advertising - Answers firms prepare and place different advertising in different national markets for the same brand outside their home market National Advertising - Answers reaches all geographic areas of a single nation Regional Advertising - Answers concentrate their efforts on a large, but not national level Local Advertising - Answers in a single trading area, city or state Cooperative (Co-op) Advertising - Answers sharing of advertisements expenses between national companies and local merchants Marketing - Answers the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchange that satisfy individual and organizational objectives Marketing Mix - Answers blend of product vs. price vs. promotion vs. distribution Brand - Answers a name, term, sign, symbol, or any feature that identifies one seller's good or service as distinct from others Brand Extension/Variant - Answers adaptation of an existing brand to a new product area Brand Loyalty - Answers occurs when a consumer repeatedly purchases the same brand to the exclusion of competitors' brands Brand Equity - Answers set of brand assets linked to a brand, like its name and symbol Market Segmentation - Answers process of breaking down a large,widely varied market into submarkets, or segments, that are more similar to consumer characteristics Differentiation - Answers process of creation a perceived difference, in the mind of the consumer, between a brand and its competition Positioning - Answers process of designing a brand so that it can occupy a distinct and valued place in the target consumer's mind relative to other brands External Positioning - Answers the niche the brand will pursue relative to all the competitive brands on the market Internal Positioning - Answers regard to the other, similar brands the firm itself markets Repositioning - Answers occurs when a firm believes that a brand needs to be revived or updated to address changing market or competitive conditions Inelasticity of Demand - Answers brand loyal consumers are generally less sensitive to price increases for the brand Primary Demand Stimulation - Answers a company would be trying to create demand for an entire product category Selective Brand Stimulation - Answers point out a brand's unique benefits compared to the competition; proper role for advertising Direct Response Advertising - Answers asks consumers to act immediately Delayed Response Advertising - Answers relies on imagery and message themes that emphasize the benefits and satisfying characteristics of a brand Corporate Advertising - Answers promote attitude toward a company as a whole Brand Advertising - Answers communicates the specific features, values, and benefits of a particular brand offered for sale by a particular organization; preference for the product Institutional Advertising - Answers corporate advertising takes place in a trade channel (store advertising) Gross Domestic Product (GDP) - Answers measure of the value of goods and services produced within an economic system Value - Answers password for successful marketing; refers to a perception by consumers that a brand provides satisfaction beyond the cost incurred to obtain that brand Symbolic Value - Answers what a product or service means to consumers in a nonliteral way Social Meaning - Answers what a product or service means in a societal context Integrated Marketing Communications (IMC) - Answers concept of mixing various promotional tools