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MEJO 424 Final - UNC Chapel Hill
Exam with complete solutions latest
version
Marketing - CORRECT ANSWER-The ability of organizations to serve customer's
needs and wants for certain products.
The Four P's of Marketing - CORRECT ANSWER--Product
-Price
-Place
-Promotion
Product - CORRECT ANSWER-The actual good produced for customers, as well as the
packaging.
Price - CORRECT ANSWER-Essentially an auction that is dictated by audience,
demand, and competition. In the media business, it changes seasonally and otherwise.
Place - CORRECT ANSWER-The physical location where the product is sold and steps
are taken to distribute the product.
Promotion - CORRECT ANSWER-A combination of activities to promote both
awareness among consumers and the actual selling of products.
Marketing Personnel - CORRECT ANSWER--General Sales Manager (GSM)
-Local Sales Manager (LSM)
-National Sales Manager (NSM)
-Account Executive (AE)
-Creative Services Director
Marketing Responsibilities - CORRECT ANSWER--Strategic Planning
-Targeting Audiences
-Advertising/Promotional Campaigns
-Extending the Brand
Marketing Strategies - CORRECT ANSWER--Segmentation
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-Positioning
-Branding
Segmentation - CORRECT ANSWER-Targets individual markets, and must be
measurable, profitable, and reachable.
Example: Radio, Programs in TV and Cable
Positioning - CORRECT ANSWER-Product must be clearly presented to consumers, or
audience. Builds on brand in the marketplace and establishes differences from
competitors.
Example: ESPN, CNN
Branding - CORRECT ANSWER-Differentiates products, goods, and services.
Influenced by product, packaging, name, price, advertising, and distribution.
Sales vs. Marketing - CORRECT ANSWER-The genuine recognition and goal of
serving the client's needs, or the advertisers.
The General Sales Manager - CORRECT ANSWER--Coordinates Sales with Others
-Maintains Budgets and Quotas
-Supervise Personnel
-New Business Development
-Non-Traditional Revenue
-Working with Clients
More General Sales Manager Duties - CORRECT ANSWER--Approve Copy and
Contracts
-Working with and Selection of National Rep Firm
-Credit
-Collections
Local Advertising Percentages - CORRECT ANSWER-Radio - 77%
Television - 33%
Cable - 22%
Account Executives - CORRECT ANSWER--Paid on Commission
-Rate Varies Depending on the Account
-New Business/Non Agency Higher, Maybe 10%
-Agency Business 2 to 5%, Depending on Market Size
Local Sales Manager - CORRECT ANSWER--Responsible for Local Sales
-Helps Set Revenue Projections
-Helps Manage the Inventory
Two Categories of National Advertising - CORRECT ANSWER-Spot and Network
BRAINSCAPE1
MEJO 424 Final - UNC Chapel Hill
Exam with complete solutions latest
version
Marketing - CORRECT ANSWER-The ability of organizations to serve customer's
needs and wants for certain products.
The Four P's of Marketing - CORRECT ANSWER--Product
-Price
-Place
-Promotion
Product - CORRECT ANSWER-The actual good produced for customers, as well as the
packaging.
Price - CORRECT ANSWER-Essentially an auction that is dictated by audience,
demand, and competition. In the media business, it changes seasonally and otherwise.
Place - CORRECT ANSWER-The physical location where the product is sold and steps
are taken to distribute the product.
Promotion - CORRECT ANSWER-A combination of activities to promote both
awareness among consumers and the actual selling of products.
Marketing Personnel - CORRECT ANSWER--General Sales Manager (GSM)
-Local Sales Manager (LSM)
-National Sales Manager (NSM)
-Account Executive (AE)
-Creative Services Director
Marketing Responsibilities - CORRECT ANSWER--Strategic Planning
-Targeting Audiences
-Advertising/Promotional Campaigns
-Extending the Brand
Marketing Strategies - CORRECT ANSWER--Segmentation
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-Positioning
-Branding
Segmentation - CORRECT ANSWER-Targets individual markets, and must be
measurable, profitable, and reachable.
Example: Radio, Programs in TV and Cable
Positioning - CORRECT ANSWER-Product must be clearly presented to consumers, or
audience. Builds on brand in the marketplace and establishes differences from
competitors.
Example: ESPN, CNN
Branding - CORRECT ANSWER-Differentiates products, goods, and services.
Influenced by product, packaging, name, price, advertising, and distribution.
Sales vs. Marketing - CORRECT ANSWER-The genuine recognition and goal of
serving the client's needs, or the advertisers.
The General Sales Manager - CORRECT ANSWER--Coordinates Sales with Others
-Maintains Budgets and Quotas
-Supervise Personnel
-New Business Development
-Non-Traditional Revenue
-Working with Clients
More General Sales Manager Duties - CORRECT ANSWER--Approve Copy and
Contracts
-Working with and Selection of National Rep Firm
-Credit
-Collections
Local Advertising Percentages - CORRECT ANSWER-Radio - 77%
Television - 33%
Cable - 22%
Account Executives - CORRECT ANSWER--Paid on Commission
-Rate Varies Depending on the Account
-New Business/Non Agency Higher, Maybe 10%
-Agency Business 2 to 5%, Depending on Market Size
Local Sales Manager - CORRECT ANSWER--Responsible for Local Sales
-Helps Set Revenue Projections
-Helps Manage the Inventory
Two Categories of National Advertising - CORRECT ANSWER-Spot and Network
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