MKTG 455 EXAM 2 Questions with Verified Correct
Answers| Latest Update 2024/2025
4 P's of Marketing - ✔✔Product, Price, Place, Promotion
What are Marketing Communications? - ✔✔The collection of all elements in an
organization's marketing mix that facilitates exchange by establishing shared meaning with its
customers.
Marketing Mix - ✔✔Direct Marketing, Advertising, Public Relations, Sales Promotion,
Online/Social Media Marketing, Personal Selling
Advertising - ✔✔any paid form of non-personal presentation and promotion of ideas, goods,
or services by an identified sponsor
Examples of Advertising - ✔✔TV Ads, Print, Billboards
Public Relations - ✔✔Organizational activity involved with fostering goodwill between a
company and its various publics (ex: increasing brand awareness through editorial, events,
press releases, celebrity endorsements).
Examples of Public Relations - ✔✔Event sponsorships, celebrity endorsements, editorial
pieces, product/logo placement, charitable activities
Sales Promotion - ✔✔Consists of all promotional activities that attempt to stimulate short-
term buyer behavior (vs. advertising/PR which encourage long-term loyalty with brand).
Examples of Sales Promotion - ✔✔Sales promotion are directed at the trade (wholesalers,
distributors and retailers); the most common form of Sales Promotions are industry trade
shows where independent brands set-up display booths to promote and sell product.
, Direct Marketing - ✔✔Represents an interactive system of marketing which uses one or
more advertising media to effect a measurable response and/or transaction at any location
Examples of Direct Marketing - ✔✔Direct marketing is now delivered in both postal and
digital format (email), but is always directed at a personal address. Stella Artois launched La
Societe, an "exclusive" club fans could sign-up for which promoted direct mail regarding club
benefits and events.
Personal Selling - ✔✔Is paid, person-to-person communication in which a seller determines
needs and wants of prospective buyers and attempts to persuade these buyers to purchase the
company's products or services.
Examples of Personal Selling - ✔✔Most CPG (Consumer-packaged goods) companies enlist
the services of an insider or outside sales team who forecast the needs and manage the
relationships with all retail buyers (wholesalers).
Online Marketing - ✔✔Is the promotion of products and services over the Internet (ex:
search engine marketing, banner ads, mobile advertising and location based apps).
Social Media Marketing - ✔✔Represents forms of electronic communication through user-
generated content. Can be shared within the user's social network.
Integrated Marketing Communications 1) Media Advertising - ✔✔
Integrated Marketing Communications 2) Direct Response Advertising - ✔✔
Integrated Marketing Communications 3) Store Signage and Point-of-Purchase (POP)
Advertising - ✔✔
Answers| Latest Update 2024/2025
4 P's of Marketing - ✔✔Product, Price, Place, Promotion
What are Marketing Communications? - ✔✔The collection of all elements in an
organization's marketing mix that facilitates exchange by establishing shared meaning with its
customers.
Marketing Mix - ✔✔Direct Marketing, Advertising, Public Relations, Sales Promotion,
Online/Social Media Marketing, Personal Selling
Advertising - ✔✔any paid form of non-personal presentation and promotion of ideas, goods,
or services by an identified sponsor
Examples of Advertising - ✔✔TV Ads, Print, Billboards
Public Relations - ✔✔Organizational activity involved with fostering goodwill between a
company and its various publics (ex: increasing brand awareness through editorial, events,
press releases, celebrity endorsements).
Examples of Public Relations - ✔✔Event sponsorships, celebrity endorsements, editorial
pieces, product/logo placement, charitable activities
Sales Promotion - ✔✔Consists of all promotional activities that attempt to stimulate short-
term buyer behavior (vs. advertising/PR which encourage long-term loyalty with brand).
Examples of Sales Promotion - ✔✔Sales promotion are directed at the trade (wholesalers,
distributors and retailers); the most common form of Sales Promotions are industry trade
shows where independent brands set-up display booths to promote and sell product.
, Direct Marketing - ✔✔Represents an interactive system of marketing which uses one or
more advertising media to effect a measurable response and/or transaction at any location
Examples of Direct Marketing - ✔✔Direct marketing is now delivered in both postal and
digital format (email), but is always directed at a personal address. Stella Artois launched La
Societe, an "exclusive" club fans could sign-up for which promoted direct mail regarding club
benefits and events.
Personal Selling - ✔✔Is paid, person-to-person communication in which a seller determines
needs and wants of prospective buyers and attempts to persuade these buyers to purchase the
company's products or services.
Examples of Personal Selling - ✔✔Most CPG (Consumer-packaged goods) companies enlist
the services of an insider or outside sales team who forecast the needs and manage the
relationships with all retail buyers (wholesalers).
Online Marketing - ✔✔Is the promotion of products and services over the Internet (ex:
search engine marketing, banner ads, mobile advertising and location based apps).
Social Media Marketing - ✔✔Represents forms of electronic communication through user-
generated content. Can be shared within the user's social network.
Integrated Marketing Communications 1) Media Advertising - ✔✔
Integrated Marketing Communications 2) Direct Response Advertising - ✔✔
Integrated Marketing Communications 3) Store Signage and Point-of-Purchase (POP)
Advertising - ✔✔
