UGA MARK 3000 - Grantham Exam 3 Updated 2024/2025 Actual Questions and answers with complete solutions

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 advertising plan - Answer-a subsection of the firm's overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the advertising campaign, clarifies a specific strategy for accomplishing those objectives, and indicates how the firm can determine whether the campaign was successful advertising schedule - Answer-the specification of the timing and duration of advertising 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. aided recall - Answer-An awareness metric that occurs when consumers recognize a name (e.g., of a brand) that has been presented to them. blog (weblog) - Answer-An online diary with periodic posts that allows people to share their thoughts, opinions, and feelings with the entire world body copy - Answer-the main text portion of an ad bottom of the pyramid - Answer-A term used for economic settings in which consumers earn very low wages. 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. brand elements - Answer-characteristics that identify the sponsor of a specific adcause related marketing - Answer-commercial activity in which businesses and charities form a partnership to market an image, a product, or a service for their mutual benefit; a type of promotional campaign click through rate (CTR) - Answer-the number of times a user clicks on an online ad divided by the number of impressions cold calls - Answer-a method of prospecting in which salespeople telephone or go to see potential customers without appointments communication gap - Answer-a type of service gap; refers to the difference between the actual service provided to customers and the service that the firm's promotion program promises contest - Answer-a brand-sponsored competition that requires some form of skill or effort continuous advertising schedule - Answer-An advertising schedule that runs steadily throughout the year and therefore is suited to products and services that are consumed continually at relatively steady rates and that require a steady level of persuasive or reminder advertising. control phase - Answer-the part of the strategic marketing planning process when managers evaluate the performance of the marketing strategy and take any necessary corrective actions coupon - Answer-Provides a stated discount to consumers on the final selling price of a specific item; the retailer handles the discount. cross promoting - Answer-efforts of two or more firms joining together to reach a specific target market customer excellence - Answer-involves a focus on retaining loyal customers and excellent customer service customer service - Answer-specifically refers to human or mechanical activities firms undertake to help satisfy their customers' needs and wantsdeal - Answer-A type of short-term price reduction that can take several forms, such as a "featured price," a price lower than the regular price; a "buy one, get one free" offer; or a certain percentage "more free" offer contained in larger packaging; can involve a special financing arrangement, such as reduced percentage interest rates or extended repayment terms. delivery gap - Answer-a type of service gap; the difference between the firm's service standards and the actual service it provides to customers direct investment - Answer-when a firm maintains 100% ownership of its plants, operation facilities, and offices in a foreign country, often through the formation of wholly owned subsidiaries