MK 323 EXAM QUESTIONS ANSWERED CORRECTLY LATEST UPDATE 2026
integrated marketing communications - Answers coordinating and integrating all marketing
communication tools to deliver
influence consumer behavior, strengthen brand image, support marketing objectives , increase
awareness
use multiple communication channels together, goal is combined impact > individual channels
IMC goals - Answers short term: increase awareness, generate interest/inquiries, encourage trial
long-term: increase sales, grow market share, and build customer loyalty
AIDA Model - Answers Awareness (consumers become aware of product/brand)
Interest (consumers seek more information, must show value/benefits)
Desire (consumers develop preference/want)
Action (consumers purchase product)
paid media - Answers traditional advertising --> print, television, display, radio, direct mail, paid
search, retail/channel
targets general customers
owned media - Answers corporate websites, campaign microsite, blog, brand community, mobile,
etc.
targets customers
earned media - Answers word of mouth, twitter mentions, vine, blogs, forums, review sites
target super fans
promotions - Answers stimulating short-term sales
encouraging immediate purchases
focused on bottom of AIDA model
push vs. pull strategy - Answers push: manufacturer pushes product through channel members
(training for sales associates, incentives)
flow: manufacturer --> wholesalers --> retailer -- consumer
use: low brand loyalty, brand choice is made through the store
pull: manufacture promotes directly to consumers
goal: consumers demand product from retailers
use when there is high brand loyalty and high category involvement
downsides of promotions - Answers long term effects: promotions may make consumers deal-prone
and reduce willingness to pay the full price
competitors may match discounts and increase promotions --> promotion wars
types of media - Answers 1) paid media (company pays for exposure - television, radio, print) targets
general consumers
2) owned media (media controlled by the company - corporate websites, blogs, etc) targets existing
customers
3) earned media (publicity gained through customer engagement - reviews/word of mouth) targets
super fans
IMC principles - Answers consistency (same message), coordination (messages tailored to target
audience), complementarity (different media supports one another)
IMC budget decisions - Answers strategic goals, product life cycle stage, competition, time period
objective-and-task method - Answers BEST METHOD
Determines the budget required to undertake specific tasks to accomplish communication objectives
Determine how much it will cost to run the number
, Sum all costs = total budget
IMC budgeting methods - Answers objective-and-task method (determine objectives + estimate
costs), rule of thumb methods (based on experience), competitive parity (match competitors
spending), and percentage of sales , available budget (spending whatever funds are available)
rule of thumb methods - Answers competitive party (match competitors spending)
percentage of sales (budget = % of forecasted sales)
available budget (spending what's left after costs + profit)
click-through rate (CTR) - Answers CTR = clicks / impressions x 100
percentage clicking ad after viewing
conversion rate (CR) - Answers CR = conversion / visitors x 100
return on marketing investment (ROMI) - Answers ROMI = gross margin - marketing expenditure /
marketing expenditure (cost) x 100
reach - Answers reach = audience exposed / target population x 100
percentage of the target population exposed to a specific marketing communication
frequency - Answers # of times target audience sees ad
increases recall and reinforces the message
cost per thousand (CPM) - Answers CPM = advertising cost / audience size x 1000
cost per click (CPC) - Answers CPC = advertising cost / clicks
aided recall - Answers consumer recognizes brand when prompted
top of mind awareness - Answers first brand that comes to mind, highest level of awareness
major IMC communication channels - Answers advertising, public relations (PR), sales promotions,
personal selling
advertising - IMC - Answers placement of announcements and persuasive messages
paid mass media to inform and persuade target audiences
goal is to build awareness and generate interest (TV commercials, magazine ads)
public relations - IMC - Answers organizational function that manages communications, company
image, and reputation
maintain positive image, handle negative publicity
often unpaid/free exposure and focuses on credibility
sales promotions - IMC - Answers short term incentives designed to increase sales and create
excitement
coupons, contests, free samples, POP displays etc.
purpose is to drive immediate action and stimulate short-term sales
personal selling - IMC - Answers two-way communication between the buyer and the seller to
influence purchase decisions
face to face, phone, online
direct marketing - IMC - Answers marketing that communicates directly with target consumers to
generate responses and generate transactions
mail, catalogs, email, text
online marketing - IMC - Answers website made to build the brand image, educate consumers,
provide product information, and show purpose locations
blogs, social media
the marketing communication process - Answers Sender - company/brand sending the message
Transmitter - converts the message into communication form
Encoding - turning ideas into messages
integrated marketing communications - Answers coordinating and integrating all marketing
communication tools to deliver
influence consumer behavior, strengthen brand image, support marketing objectives , increase
awareness
use multiple communication channels together, goal is combined impact > individual channels
IMC goals - Answers short term: increase awareness, generate interest/inquiries, encourage trial
long-term: increase sales, grow market share, and build customer loyalty
AIDA Model - Answers Awareness (consumers become aware of product/brand)
Interest (consumers seek more information, must show value/benefits)
Desire (consumers develop preference/want)
Action (consumers purchase product)
paid media - Answers traditional advertising --> print, television, display, radio, direct mail, paid
search, retail/channel
targets general customers
owned media - Answers corporate websites, campaign microsite, blog, brand community, mobile,
etc.
targets customers
earned media - Answers word of mouth, twitter mentions, vine, blogs, forums, review sites
target super fans
promotions - Answers stimulating short-term sales
encouraging immediate purchases
focused on bottom of AIDA model
push vs. pull strategy - Answers push: manufacturer pushes product through channel members
(training for sales associates, incentives)
flow: manufacturer --> wholesalers --> retailer -- consumer
use: low brand loyalty, brand choice is made through the store
pull: manufacture promotes directly to consumers
goal: consumers demand product from retailers
use when there is high brand loyalty and high category involvement
downsides of promotions - Answers long term effects: promotions may make consumers deal-prone
and reduce willingness to pay the full price
competitors may match discounts and increase promotions --> promotion wars
types of media - Answers 1) paid media (company pays for exposure - television, radio, print) targets
general consumers
2) owned media (media controlled by the company - corporate websites, blogs, etc) targets existing
customers
3) earned media (publicity gained through customer engagement - reviews/word of mouth) targets
super fans
IMC principles - Answers consistency (same message), coordination (messages tailored to target
audience), complementarity (different media supports one another)
IMC budget decisions - Answers strategic goals, product life cycle stage, competition, time period
objective-and-task method - Answers BEST METHOD
Determines the budget required to undertake specific tasks to accomplish communication objectives
Determine how much it will cost to run the number
, Sum all costs = total budget
IMC budgeting methods - Answers objective-and-task method (determine objectives + estimate
costs), rule of thumb methods (based on experience), competitive parity (match competitors
spending), and percentage of sales , available budget (spending whatever funds are available)
rule of thumb methods - Answers competitive party (match competitors spending)
percentage of sales (budget = % of forecasted sales)
available budget (spending what's left after costs + profit)
click-through rate (CTR) - Answers CTR = clicks / impressions x 100
percentage clicking ad after viewing
conversion rate (CR) - Answers CR = conversion / visitors x 100
return on marketing investment (ROMI) - Answers ROMI = gross margin - marketing expenditure /
marketing expenditure (cost) x 100
reach - Answers reach = audience exposed / target population x 100
percentage of the target population exposed to a specific marketing communication
frequency - Answers # of times target audience sees ad
increases recall and reinforces the message
cost per thousand (CPM) - Answers CPM = advertising cost / audience size x 1000
cost per click (CPC) - Answers CPC = advertising cost / clicks
aided recall - Answers consumer recognizes brand when prompted
top of mind awareness - Answers first brand that comes to mind, highest level of awareness
major IMC communication channels - Answers advertising, public relations (PR), sales promotions,
personal selling
advertising - IMC - Answers placement of announcements and persuasive messages
paid mass media to inform and persuade target audiences
goal is to build awareness and generate interest (TV commercials, magazine ads)
public relations - IMC - Answers organizational function that manages communications, company
image, and reputation
maintain positive image, handle negative publicity
often unpaid/free exposure and focuses on credibility
sales promotions - IMC - Answers short term incentives designed to increase sales and create
excitement
coupons, contests, free samples, POP displays etc.
purpose is to drive immediate action and stimulate short-term sales
personal selling - IMC - Answers two-way communication between the buyer and the seller to
influence purchase decisions
face to face, phone, online
direct marketing - IMC - Answers marketing that communicates directly with target consumers to
generate responses and generate transactions
mail, catalogs, email, text
online marketing - IMC - Answers website made to build the brand image, educate consumers,
provide product information, and show purpose locations
blogs, social media
the marketing communication process - Answers Sender - company/brand sending the message
Transmitter - converts the message into communication form
Encoding - turning ideas into messages
