ADPR 3120 Exam 1 Review (latest
update) questions well answered
What is the marketing mix? - correct answer ✔✔a combination of factors that can be controlled by a
company to influence consumers to purchase its products
What are the components of the marketing mix? - correct answer ✔✔Product, price, place, promotion
(4 Ps)
what are the components of the promotional mix? - correct answer ✔✔Advertising
public relations or publicity
sales promotion
direct marketing
personal selling
what are the key elements to consider in media planning? - correct answer ✔✔the clients marketing
plan
3 Ps of integrated marketing
Marketing objective
Advertising objective
Media objective
What are the parts of integrated marketing? - correct answer ✔✔3 Ps: people, process, physical
environment
What is a media plan? - correct answer ✔✔A strategic plan to help solve marketing problems that inhibit
business growth or capitalize on marketing opportunities. They are essentially developed based around
the marketing plans.
, What are the 4 media categories in the Geskey book? - correct answer ✔✔Traditional media
Digital media
Alternative media
Marketing service media (below the line)
What is below the line media? - correct answer ✔✔Media the ad department is not responsible for.
Direct mail, sales promotion, telemarketing.
Whats the difference between inter media vs intra-media effectiveness? - correct answer ✔✔inter-
media: TV vs Mobile
Intra-media: Red & Black vs New York Times
What are the benefits of using a media mix? - correct answer ✔✔Higher reach %
Synergy
More diverse media to reach people through
What does "the medium is the message" mean? - correct answer ✔✔Focus on how the medium conveys
information, not on the specific content.
Attention and engagement
Context
Existing perceptions of media
What are some measures of media impact? - correct answer ✔✔Attractiveness
Involvement
Context
Relevance
What is a situational analysis? What is its purpose? - correct answer ✔✔Research that provides
background for media planners to prepare a plan. Descriptive, not prescriptive. Once completed, you can
move to marketing objectives.
update) questions well answered
What is the marketing mix? - correct answer ✔✔a combination of factors that can be controlled by a
company to influence consumers to purchase its products
What are the components of the marketing mix? - correct answer ✔✔Product, price, place, promotion
(4 Ps)
what are the components of the promotional mix? - correct answer ✔✔Advertising
public relations or publicity
sales promotion
direct marketing
personal selling
what are the key elements to consider in media planning? - correct answer ✔✔the clients marketing
plan
3 Ps of integrated marketing
Marketing objective
Advertising objective
Media objective
What are the parts of integrated marketing? - correct answer ✔✔3 Ps: people, process, physical
environment
What is a media plan? - correct answer ✔✔A strategic plan to help solve marketing problems that inhibit
business growth or capitalize on marketing opportunities. They are essentially developed based around
the marketing plans.
, What are the 4 media categories in the Geskey book? - correct answer ✔✔Traditional media
Digital media
Alternative media
Marketing service media (below the line)
What is below the line media? - correct answer ✔✔Media the ad department is not responsible for.
Direct mail, sales promotion, telemarketing.
Whats the difference between inter media vs intra-media effectiveness? - correct answer ✔✔inter-
media: TV vs Mobile
Intra-media: Red & Black vs New York Times
What are the benefits of using a media mix? - correct answer ✔✔Higher reach %
Synergy
More diverse media to reach people through
What does "the medium is the message" mean? - correct answer ✔✔Focus on how the medium conveys
information, not on the specific content.
Attention and engagement
Context
Existing perceptions of media
What are some measures of media impact? - correct answer ✔✔Attractiveness
Involvement
Context
Relevance
What is a situational analysis? What is its purpose? - correct answer ✔✔Research that provides
background for media planners to prepare a plan. Descriptive, not prescriptive. Once completed, you can
move to marketing objectives.
