MKTG 3340 COMPREHENSIVE EXAM UPDATED QUESTIONS
AND SOLUTIONS RATED A+
✔✔Channel Strategies - ✔✔Achieving control of the channel flow from product to
intermediaries and ultimately to consumers.
Push & Pull
✔✔Push Stategy - ✔✔directing the promotional mix to channel members to gain their
cooperation in ordering and stocking the product. Focus on personal selling and sales
promotion.
By pushing the product through the channel, the goal is to get the channel members to
push it through to their customers.
✔✔Pull Strategy - ✔✔directing its promotional mix at ultimate consumers to encourage
the consumer to ask the retailer for a product.
Demand from ultimate consumers causes retailers to order the product through
wholesalers and thus pulled through intermediaries.
Example: Pharmaceutical companies focus on direct to customer prescription drug
advertising to compliment personal selling and sales promotions in order to encourage
consumers to ask their doctor for a specific drug by name, pulling it through the
channel.
✔✔Trial - ✔✔the consumer's actual first purchase and use of the product or brand
(promotion objective)
✔✔Product Advertisements - ✔✔focused on selling a good/service, takes 3 types:
1.pioneering
2.competitive
3.reminder
✔✔Pioneering Ads - ✔✔used in the introduction stage, they tell what a product is,
where it can be found, and what it can do
✔✔Competitive Ads - ✔✔promotes specific brand features and benefits
Objective is to persuade the target market to select the firm's brand over a competitors.
✔✔Reminder Ads - ✔✔reinforce previous knowledge of a product, and assures current
users that they've made the right choice
✔✔Institutional Advertisements - ✔✔to build goodwill or an image for an
organization/brand. support the public relations plans or counter advertise publicity.
4 types:
advocacy
pioneering
, competitive
reminder
✔✔Advocacy Ads - ✔✔state the position of a company on an issue.
✔✔Pioneering Institutional Ads - ✔✔what a company is, what it can do, and where it's
located.
✔✔Competitive Institutional Ads - ✔✔Promote the advantages of one product class
over another and are used in markets where different product classes compete for the
same buyer.
Ex: GOT MILK campaign advocates for milk drinking opposed to other beverages.
✔✔Reminder Institutional Ads - ✔✔Bring the company's name to the attention of the
target audience.
✔✔Reach - ✔✔number of diff people/households exposed to an advertisement
(definition varies between mediums).
✔✔Rating - ✔✔TV and radio stations way of describing their reach (percent of
households tuned in)
Goal is to maximize reach at lowest cost
✔✔Frequency - ✔✔the average number of times a person in the target audience is
exposed to an ad
✔✔Gross Rating Points (GRP) - ✔✔When reach (expressed as a percent of the total
market) is multiplied by frequency. To obtain the desired GRP for the ad campaigns
objective the media blanner must balance reach and frequency (balance is influenced
by cost).
✔✔CPM (Cost per THOUSAND) - ✔✔the cost of reaching 1000 ppl/households with the
ad message in a given medium.
✔✔Transit ADV - ✔✔allows selectivity, but during heavy travel times users aren't
observing the ads posted around them
✔✔Coupons - ✔✔stimulate demand
Adv: encourage retailer support
Dis: consumers delay purchases
Ex: $2 off face cream
✔✔Deals - ✔✔Increase trial, retaliate against competitors actions.
• Adv: reduce consumer risk
• Dis: consumers delay purchases; reduce perceived product value
AND SOLUTIONS RATED A+
✔✔Channel Strategies - ✔✔Achieving control of the channel flow from product to
intermediaries and ultimately to consumers.
Push & Pull
✔✔Push Stategy - ✔✔directing the promotional mix to channel members to gain their
cooperation in ordering and stocking the product. Focus on personal selling and sales
promotion.
By pushing the product through the channel, the goal is to get the channel members to
push it through to their customers.
✔✔Pull Strategy - ✔✔directing its promotional mix at ultimate consumers to encourage
the consumer to ask the retailer for a product.
Demand from ultimate consumers causes retailers to order the product through
wholesalers and thus pulled through intermediaries.
Example: Pharmaceutical companies focus on direct to customer prescription drug
advertising to compliment personal selling and sales promotions in order to encourage
consumers to ask their doctor for a specific drug by name, pulling it through the
channel.
✔✔Trial - ✔✔the consumer's actual first purchase and use of the product or brand
(promotion objective)
✔✔Product Advertisements - ✔✔focused on selling a good/service, takes 3 types:
1.pioneering
2.competitive
3.reminder
✔✔Pioneering Ads - ✔✔used in the introduction stage, they tell what a product is,
where it can be found, and what it can do
✔✔Competitive Ads - ✔✔promotes specific brand features and benefits
Objective is to persuade the target market to select the firm's brand over a competitors.
✔✔Reminder Ads - ✔✔reinforce previous knowledge of a product, and assures current
users that they've made the right choice
✔✔Institutional Advertisements - ✔✔to build goodwill or an image for an
organization/brand. support the public relations plans or counter advertise publicity.
4 types:
advocacy
pioneering
, competitive
reminder
✔✔Advocacy Ads - ✔✔state the position of a company on an issue.
✔✔Pioneering Institutional Ads - ✔✔what a company is, what it can do, and where it's
located.
✔✔Competitive Institutional Ads - ✔✔Promote the advantages of one product class
over another and are used in markets where different product classes compete for the
same buyer.
Ex: GOT MILK campaign advocates for milk drinking opposed to other beverages.
✔✔Reminder Institutional Ads - ✔✔Bring the company's name to the attention of the
target audience.
✔✔Reach - ✔✔number of diff people/households exposed to an advertisement
(definition varies between mediums).
✔✔Rating - ✔✔TV and radio stations way of describing their reach (percent of
households tuned in)
Goal is to maximize reach at lowest cost
✔✔Frequency - ✔✔the average number of times a person in the target audience is
exposed to an ad
✔✔Gross Rating Points (GRP) - ✔✔When reach (expressed as a percent of the total
market) is multiplied by frequency. To obtain the desired GRP for the ad campaigns
objective the media blanner must balance reach and frequency (balance is influenced
by cost).
✔✔CPM (Cost per THOUSAND) - ✔✔the cost of reaching 1000 ppl/households with the
ad message in a given medium.
✔✔Transit ADV - ✔✔allows selectivity, but during heavy travel times users aren't
observing the ads posted around them
✔✔Coupons - ✔✔stimulate demand
Adv: encourage retailer support
Dis: consumers delay purchases
Ex: $2 off face cream
✔✔Deals - ✔✔Increase trial, retaliate against competitors actions.
• Adv: reduce consumer risk
• Dis: consumers delay purchases; reduce perceived product value
