UCF MAR 3023 Exam Best Review 2025

UCF MAR 3023 Exam Best Review 2025 What is *Integrated Marketing Communications (IMC)*? - Correct Ans-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. What is *Objective-and-Task Method*? - Correct Ans-An IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives; process entails setting objectives, choosing media, and determining costs. What is *Frequency*? - Correct Ans-Measure of how often the audience is exposed to a communication within a specified period of time. What is *Reach*? - Correct Ans-Measure of consumers' exposure to marketing communications; the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once. What is *Relevance*? - Correct Ans-Describes how useful an ad message is to the consumer doing the search. What is *Sentiment Analysis*? - Correct Ans-Sentiment analysis allows marketers to analyze comments posted by consumers on sites such as Facebook and Twitter, to assess the favorableness or unfavorableness about a company and its products. What is an *Advertising Schedule*? - Correct Ans-The specification of the timing and duration of advertising. What is a *Continuous Schedule*? - Correct Ans-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. What is a *Flighting Schedule*? - Correct Ans-An advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising. What is a *Pulsing Schedule*? - Correct Ans-Combines the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods. UCF UCF What are *Gross Rating Points (GRP)*? - Correct Ans-Measure used for various media advertising—print, radio, or television; GRP = Reach × Frequency. What is *Rule-of-Thumb Method*? - Correct Ans-Budgeting methods that base the IMC budget on either the firm's share of the market in relation to competition, a fixed percentage of forecasted sales, or what is left after other operating costs and forecasted sales have been budgeted. What are the steps of the *Communication Process*? - Correct Ans-Sender, Transmitter Encodes Message, Communications Channel, Receiver Decodes Message, Noise, Feedback Loop What is the *Sender*? - Correct Ans-The firm from which an IMC message originates; the sender must be clearly identified to the intended audience. What is the *Transmitter*? - Correct Ans-An agent or intermediary with which the sender works to develop the marketing communications; for example, a firm's creative department or an advertising agency. What is *Encoding*? - Correct Ans-The process of converting the sender's ideas into a message, which could be verbal, visual, or both. What is the *Communication Channel*? - Correct Ans-The medium—print, broadcast, the Internet—that carries the message. What is the *Receiver*? - Correct Ans-The person who reads, hears, or sees and processes the information contained in the message or advertisement. What is *Decoding*? - Correct Ans-The process by which the receiver interprets the sender's message. What is *Noise*? - Correct Ans-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. What is the *Feedback Loop*? - Correct Ans-Allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly. How do Consumers perceive Communication? - Correct Ans-Receivers Decode Messages Differently, Senders Adjust Messages According to the Medium and Receivers' Traits What is the *AIDA Model*? - Correct Ans-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. UCF UCF What is *Brand Awareness*? - Correct Ans-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. What is *Aided Recall*? - Correct Ans-Occurs when consumers recognize a name (e.g., of a brand) that has been presented to them. What is *Top-of-Mind Awareness*? - Correct Ans-A prominent place in people's memories that triggers a response without them having to put any thought into it. What is the *Lagged Effect*? - Correct Ans-A delayed response to a marketing communication campaign. What is *Advertising*? - Correct Ans-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. What is *Public Relations*? - Correct Ans-The organizational function that manages the firm's communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media. What is *Sales Promotions*? - Correct Ans-Special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and point-of-purchase displays. What is *Personal Selling*? - Correct Ans-The two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision. What is *Direct Marketing*? - Correct Ans-Sales and promotional techniques that deliver promotional materials individually. What is *Mobile Marketing*? - Correct Ans-Marketing through wireless handheld devices. What is a *Blog*? - Correct Ans-A web page that contains periodic posts; corporate blogs are a new form of marketing communications. What is *Social Media*? - Correct Ans-Media content used for social interactions such as YouTube, Facebook, and Twitter. What is the 1st step in Planning and Executing an Ad Campaign? - Correct Ans-Identify Target Audience UCF UCF What is the 2nd step in Planning and Executing an Ad Campaign? - Correct Ans-Set Advertising Objectives What is the *Advertising Plan*? - Correct Ans-A section of the firm's overall marketing plan that explicitly outlines the objectives of the advertising campaign, how the campaign might accomplish those objectives, and how the firm can determine whether the campaign was successful. What is a *Pull Strategy*? - Correct Ans-Strategy in which orders for merchandise are generated at the store level on the basis of demand data captured by point-of-sales terminals. What is a *Push Strategy*? - Correct Ans-Designed to increase demand by motivating sellers—wholesalers, distributors, or salespeople—to highlight the product, rather than the products of competitors, and thereby push the product onto consumers. What is *Informative Advertising*? - Correct Ans-Communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase. What is *Persuasive Advertising*? - Correct Ans-Communication used to motivate consumers to take action. What is *Reminder Advertising*? - Correct Ans-Communication used to remind consumers of a product or to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle. What is the 3rd step in Planning and Executing an Ad Campaign? - Correct Ans Determine the Advertising Budget What is the 4th step in Planning and Executing an Ad Campaign? - Correct Ans-Convey the Message What is a *Unique Selling Proposition (USP)*? - Correct Ans-A strategy of differentiating a product by communicating its unique attributes; often becomes the common theme or slogan in the entire advertising campaign. What is the 5th step in Planning and Executing an Ad Campaign? - Correct Ans Evaluate and Select Media What is the 6th step in Planning and Executing an Ad Campaign? - Correct Ans-Create Advertisements What is the 7th step in Planning and Executing an Ad Campaign? - Correct Ans-Assess Impact using Marketing Metrics UCF UCF What is *Cause-Related Marketing*? - Correct Ans-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. What is a *Coupon*? - Correct Ans-Provides a stated discount to consumers on the final selling price of a specific item; the retailer handles the discount. What is a *Deal*? - Correct Ans-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. What is a *Premium*? - Correct Ans-An item offered for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing. What is a *Contest*? - Correct Ans-A brand-sponsored competition that requires some form of skill or effort. What is a *Sweepstakes*? - Correct Ans-A form of sales promotion that offers prizes based on a chance drawing of entrants' names. What is *Sampling*? - Correct Ans-Offers potential customers the opportunity to try a product or service before they make a buying decision. What is a *Loyalty Program*? - Correct Ans-Specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time. What are * Point-of-Purchase (POP) Displays*? - Correct Ans-A merchandise display located at the point of purchase, such as at the checkout counter in a grocery store. What are *Rebates*? - Correct Ans-A consumer discount in which a portion of the purchase price is returned to the buyer in cash; the manufacturer, not the retailer, issues the refund. What is *Product Placement*? - Correct Ans-Inclusion of a product in nontraditional situations, such as in a scene in a movie or television program. What is *Cross-Promoting*? - Correct Ans-Efforts of two or more firms joining together to reach a specific target market. How is Value Added by Personal Selling? - Correct Ans-Salespeople Provide Information and Advice, Salespeople Save Time and Simplify Buying, Salespeople Build Relationships UCF UCF What is *Relationship Selling*? - Correct Ans-A sales philosophy and process that emphasizes a commitment to maintaining the relationship over the long term and investing in opportunities that are mutually beneficial to all parties. What is the 1st step to the Personal Selling Process? - Correct Ans-Generate and Qualify Leads What are *Leads*? - Correct Ans-A list of potential customers. What does *Qualify* mean? - Correct Ans-The process of assessing the potential of sales leads. What is *Inbound Marketing*? - Correct Ans-Marketing activities that draw the attention of customers through blogs, Twitter, LinkedIn, and other online sources, rather than using more traditional activities that require having to go out to get customers' attention, such as making a sales call. What is the 2nd step to the Personal Selling Process? - Correct Ans-Preapproach and the Use of CRM Systems What is *Preapproach*? - Correct Ans-In the personal selling process, occurs prior to meeting the customer for the first time and extends the qualification of leads procedure; in this step, the salesperson conducts additional research and develops plans for meeting with the customer. What is the 3rd step to the Personal Selling Process? - Correct Ans-Sales Presentation and Overcoming Reservations What is the 4th step to the Personal Selling Process? - Correct Ans-Closing the Sale What is *Closing the Sale*? - Correct Ans-Obtaining a commitment from the customer to make a purchase. What is the 5th step to the Personal Selling Process? - Correct Ans-Follow-Up What is *Sales Management*? - Correct Ans-Involves the planning, direction, and control of personal selling activities, including recruiting, selecting, training, motivating, compensating, and evaluating, as they apply to the sales force. What is a *Company's Sales Force*? - Correct Ans-Comprised of people who are employees of the selling company and are engaged in the selling process. What are *Independent Agents*? - Correct Ans-Salespeople who sell a manufacturer's products on an extended contract basis but are not employees of the manufacturer; also known as manufacturer's representatives or reps. UCF UCF What is an *Order Getter*? - Correct Ans-A salesperson whose primary responsibilities are identifying potential customers and engaging those customers in discussions to attempt to make a sale. What is an *Order Taker*? - Correct Ans-A salesperson whose primary responsibility is to process routine orders or reorders or rebuys for products. What is *Sales Support Personnel*? - Correct Ans-Employees who enhance and help with a firm's overall selling effort, such as by responding to the customer's technical questions or facilitating repairs. What are *Selling Teams*? - Correct Ans-Combinations of sales specialists whose primary duties are order getting, order taking, or sales support but who work toge