MAR 3023 UCF EXAM 5 QUESTIONS WITH ANSWERS

MAR 3023 UCF EXAM 5 QUESTIONS \| \| \| \| \| \|




WITH ANSWERS \|




advertising - CORRECT ANSWERS ✔✔A paid form of \| \| \| \| \| \| \| \|


communication from an identifiable source, delivered through a \| \| \| \| \| \| \| \|


communication channel, and designed to persuade the receiver \| \| \| \| \| \| \| \|


to take some action now or in the future.
\| \| \| \| \| \| \| \|




AIDA model - CORRECT ANSWERS ✔✔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 - CORRECT ANSWERS ✔✔An awareness metric that
\| \| \| \| \| \| \| \| \|


occurs when consumers recognize a name (e.g., of a brand) that
\| \| \| \| \| \| \| \| \| \| \|


has been presented to them.
\| \| \| \|




blog (weblog) - CORRECT ANSWERS ✔✔An online diary with
\| \| \| \| \| \| \| \| \|


periodic posts; corporate blogs are a new form of marketing
\| \| \| \| \| \| \| \| \| \|


communications.


brand awareness - CORRECT ANSWERS ✔✔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.
\| \| \| \| \| \| \| \|

,click-through rate (CTR) - CORRECT ANSWERS ✔✔The number of
\| \| \| \| \| \| \| \| \|


times a user clicks on an online ad divided by the number of
\| \| \| \| \| \| \| \| \| \| \| \| \|


impressions.


communication channel - CORRECT ANSWERS ✔✔The medium— \| \| \| \| \| \|


print, broadcast, the Internet—that carries the message.
\| \| \| \| \| \|




decoding - CORRECT ANSWERS ✔✔The process by which the
\| \| \| \| \| \| \| \| \|


receiver interprets the sender's message.
\| \| \| \|




direct marketing - CORRECT ANSWERS ✔✔Sales and promotional
\| \| \| \| \| \| \| \|


techniques that communicate directly with target customers to
\| \| \| \| \| \| \| \|


generate a response or transaction.
\| \| \| \|




encoding - CORRECT ANSWERS ✔✔The process of converting the
\| \| \| \| \| \| \| \| \|


sender's ideas into a message, which could be verbal, visual, or
\| \| \| \| \| \| \| \| \| \| \|


both.


feedback loop - CORRECT ANSWERS ✔✔Allows the receiver to
\| \| \| \| \| \| \| \| \|


communicate with the sender and thereby informs the sender\| \| \| \| \| \| \| \| \|


whether the message was received and decoded properly.
\| \| \| \| \| \| \|




frequency - CORRECT ANSWERS ✔✔Measure of how often the
\| \| \| \| \| \| \| \| \|


audience is exposed to a communication within a specified
\| \| \| \| \| \| \| \| \|


period of time.
\| \|

, gross rating points (GRP) - CORRECT ANSWERS ✔✔Measure used
\| \| \| \| \| \| \| \| \|


for various media advertising—print, radio, or television; GRP =
\| \| \| \| \| \| \| \| \|


Reach × Frequency.\| \|




impressions - CORRECT ANSWERS ✔✔The number of times an
\| \| \| \| \| \| \| \| \|


advertisement appears in front of the user. \| \| \| \| \| \|




integrated marketing communications (IMC) - CORRECT
\| \| \| \| \| \|


ANSWERS ✔✔Represents the promotion dimension of the four
\| \| \| \| \| \| \| \|


Ps; encompasses a variety of communication disciplines—
\| \| \| \| \| \|


general advertising, personal selling, sales promotion, public
\| \| \| \| \| \| \|


relations, direct marketing, and electronic media—in
\| \| \| \| \| \|


combination to provide clarity, consistency, and maximum
\| \| \| \| \| \| \|


communicative impact. \|




lagged effect - CORRECT ANSWERS ✔✔A delayed response to a
\| \| \| \| \| \| \| \| \| \|


marketing communication campaign. \| \|




mobile marketing - CORRECT ANSWERS ✔✔Marketing through
\| \| \| \| \| \| \|


wireless handheld devices. \| \|




noise - CORRECT ANSWERS ✔✔Any interference that stems from
\| \| \| \| \| \| \| \| \|


competing messages, a lack of clarity in the message, or a flaw
\| \| \| \| \| \| \| \| \| \| \| \|


in the medium; a problem for all communication channels.
\| \| \| \| \| \| \| \|




objective-and-task method - CORRECT ANSWERS ✔✔An IMC \| \| \| \| \| \| \|


budgeting method that determines the cost required to
\| \| \| \| \| \| \| \|


undertake specific tasks to accomplish communication objectives;
\| \| \| \| \| \|