UGA MARK 3000 GRANTHAM EXAM
3 ACTUAL SCRIPT QUESTIONS AND
SOLUTIONS
● sender. Answer: the firm from which an IMC message originates; the
sender must be clearly identified to the intended audience
● AIDA Model. Answer: A common model of the series of mental stages
through which consumers move as a result of marketing
communications: Awareness leads to Interests, which lead to Desire,
which leads to Action.
● brand awareness. Answer: Measures how many consumers in a market
are familiar with the brand and what it stands for; created through
repeated exposures of the various brand elements (brand name, logo,
symbol, character, packaging, or slogan) in the firm's communications to
consumers.
● aided recall. Answer: An awareness metric that occurs when
consumers recognize a name (e.g., of a brand) that has been presented to
them.
,● top of mind awareness. Answer: a prominent place in people's
memories that triggers a response without them having to put any
thought into it
● lagged effect. Answer: a delayed response to a marketing
communication campaign
● advertising. Answer: a paid form of communication delivered through
media from an identifiable source about an organization, product,
service, or idea designed to persuade the receiver to take some action
now or in the future
● public relations. Answer: the organizational function that manages the
firm's communications to achieve a variety of objectives, including
building and maintaining a positive image, handling or heading off
unfavorable stories or events, and maintaining positive relationships
with the media
● sales promotions. Answer: Special incentives or excitement-building
programs that encourage the purchase of a product or service, such as
coupons, rebates, contests, free samples, and point-of-purchase displays.
● personal selling. Answer: The two-way flow of communication
between a buyer and a seller that is designed to influence the buyer's
purchase decision.
, ● direct marketing. Answer: sales and promotional techniques that
communicate directly with target customers to generate a response or
transaction
● mobile marketing. Answer: marketing through wireless handheld
devices, such as cellular telephones
● blog (weblog). Answer: An online diary with periodic posts that
allows people to share their thoughts, opinions, and feelings with the
entire world
● social media. Answer: the online and mobile technologies that
distribute content to facilitate interpersonal interactions, with the
assistance of various firms that offer platforms, services, and tools to
help consumers and firms build their connections
● objective and task method. Answer: an IMC budgeting method that
determines the cost required to undertake specific tasks to accomplish
communication objectives; process entails setting objectives, choosing
media, and determining costs
● rule of thumb methods. Answer: budgeting methods that base the IMC
budget on either the firm's share of the market in relation to competition,
a fixed percentage of forecasted sales, or what is left after other
operating costs and forecasted sales have been budgeted
3 ACTUAL SCRIPT QUESTIONS AND
SOLUTIONS
● sender. Answer: the firm from which an IMC message originates; the
sender must be clearly identified to the intended audience
● AIDA Model. Answer: A common model of the series of mental stages
through which consumers move as a result of marketing
communications: Awareness leads to Interests, which lead to Desire,
which leads to Action.
● brand awareness. Answer: Measures how many consumers in a market
are familiar with the brand and what it stands for; created through
repeated exposures of the various brand elements (brand name, logo,
symbol, character, packaging, or slogan) in the firm's communications to
consumers.
● aided recall. Answer: An awareness metric that occurs when
consumers recognize a name (e.g., of a brand) that has been presented to
them.
,● top of mind awareness. Answer: a prominent place in people's
memories that triggers a response without them having to put any
thought into it
● lagged effect. Answer: a delayed response to a marketing
communication campaign
● advertising. Answer: a paid form of communication delivered through
media from an identifiable source about an organization, product,
service, or idea designed to persuade the receiver to take some action
now or in the future
● public relations. Answer: the organizational function that manages the
firm's communications to achieve a variety of objectives, including
building and maintaining a positive image, handling or heading off
unfavorable stories or events, and maintaining positive relationships
with the media
● sales promotions. Answer: Special incentives or excitement-building
programs that encourage the purchase of a product or service, such as
coupons, rebates, contests, free samples, and point-of-purchase displays.
● personal selling. Answer: The two-way flow of communication
between a buyer and a seller that is designed to influence the buyer's
purchase decision.
, ● direct marketing. Answer: sales and promotional techniques that
communicate directly with target customers to generate a response or
transaction
● mobile marketing. Answer: marketing through wireless handheld
devices, such as cellular telephones
● blog (weblog). Answer: An online diary with periodic posts that
allows people to share their thoughts, opinions, and feelings with the
entire world
● social media. Answer: the online and mobile technologies that
distribute content to facilitate interpersonal interactions, with the
assistance of various firms that offer platforms, services, and tools to
help consumers and firms build their connections
● objective and task method. Answer: an IMC budgeting method that
determines the cost required to undertake specific tasks to accomplish
communication objectives; process entails setting objectives, choosing
media, and determining costs
● rule of thumb methods. Answer: budgeting methods that base the IMC
budget on either the firm's share of the market in relation to competition,
a fixed percentage of forecasted sales, or what is left after other
operating costs and forecasted sales have been budgeted
