©BRIGHTSTARS EXAM SOLUTIONS
11/16/2024 10:16 AM
MKG 420 Exam Questions With Correct
Answers
How does the AMA define marketing - answer✔creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large
Definition of Promotion - answer✔Marketing activities designed to achieve communications
objectives for products/brands
How is promotion linked to marketing - answer✔It is a part of the marketing mix
How is promotion linked to communication - answer✔It accomplishes communication
objectives
What are the three main objectives of promotion - answer✔Inform, Persuade, Remind
What is CBBE and how is it calculated - answer✔Customer based brand equity. Brand elements
and brand knowledge
Describe the promotional mix - answer✔Promotional tools to achieve communications
objectives
What are the promotional mix elements - answer✔Advertising, direct marketing, internet
media, sales promotion, promotion, public relations, corporate advertising, and personal selling
Why would a marketer adopt an IMC perspective for promotions - answer✔To coordinate
communications with customers.
To recognize added value of a comprehensive plan.
To ensure all marketing and promotional activities project a consistent unified message.
What is involved in the IMC planning process - answer✔Coordination and integration of all
marketing communication tools, avenues, and sources in a company into a seamless program
designed to maximize the impact on customers and other stakeholders
1|Page
11/16/2024 10:16 AM
MKG 420 Exam Questions With Correct
Answers
How does the AMA define marketing - answer✔creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large
Definition of Promotion - answer✔Marketing activities designed to achieve communications
objectives for products/brands
How is promotion linked to marketing - answer✔It is a part of the marketing mix
How is promotion linked to communication - answer✔It accomplishes communication
objectives
What are the three main objectives of promotion - answer✔Inform, Persuade, Remind
What is CBBE and how is it calculated - answer✔Customer based brand equity. Brand elements
and brand knowledge
Describe the promotional mix - answer✔Promotional tools to achieve communications
objectives
What are the promotional mix elements - answer✔Advertising, direct marketing, internet
media, sales promotion, promotion, public relations, corporate advertising, and personal selling
Why would a marketer adopt an IMC perspective for promotions - answer✔To coordinate
communications with customers.
To recognize added value of a comprehensive plan.
To ensure all marketing and promotional activities project a consistent unified message.
What is involved in the IMC planning process - answer✔Coordination and integration of all
marketing communication tools, avenues, and sources in a company into a seamless program
designed to maximize the impact on customers and other stakeholders
1|Page
