MKT 4310 Exam 2 Questions AND Correct Answers
_____ is a process that involves conducting research and gathering all relevant information about a
client's product or service, brand, and consumers in the target audience. - ✔✔account planning
A channel is... - ✔✔the method by which the communication travels from the source or sender to the
receiver
Two types:
nonpersonal - are those that carry a message without direct, interpersonal contact between the sender
and receiver. referred to as mass media since they are usually directed to more than one person and
often to sent to many at once. two types: print and broadcast
personal - involve direct communication between two or more persons and can occur through
interpersonal contact (face-to-face) or via other methods such as e-mail or through social media. ex.
members of one's social networks such as friends, neighbors, associates, co-worker, or family members.
-represents word of mouth. they generate positive WOM by buzz marketing, consumer generated
marketing, viral marketing
A major objective of most ____ ______ programs is to generate short-term increases in sales. - ✔✔sales
promotion
According to Robert Smith, the two ways in which relevance can be achieved are - ✔✔ad - to - consumer
refers to situations where the ad contains execution elements that are meaningful to consumers
brand to consumer - siuations where the ad brand of a product or service is of personal interest to
consumers
Advertising creativity is the ability to... - ✔✔generate fresh, unique, and appropriate or relevant ideas
that can be used as solutions to communication problems
affordable method - ✔✔"all you can afford method"
, the firm determines the amount to be spent in various areas such as production and operations. Then it
allocates whats left to ad and prom, considering this to be the amount that it can afford.
arbitrary allocation - ✔✔budget is determined by management solely on the basis of what is felt to be
necessary.
no theoretical basis is considered and the budgetary amount is often set by fiat.
Comparative advertising is the practice of ... - ✔✔either directly or indirectly naming competitors in an
ad and comparing one or more specific attributes.
direct comparison of brands would provide better product info, giving consumers a more rational basis
for making purchase decisions.
competitive parity - ✔✔managers est budget amounts by matching the competitions's percentage of
sales expenditures. the argument is that setting budgets in this fashion takes advantage of the collective
wisdom of the industry
Describe the sequence involved in the standard learning model - ✔✔Learn > feel > do.
Info and knowledge acquired or learned about the various brands and are bias for developing affect, or
feelings, that guide what the consumer will do (ex. actual trial or purchase)
the consumer is viewed as an active participant in the communication process who gathers info through
active learning. highly involved and much differentiation among competitive brands.
Direct source versus indirect source - ✔✔direct source: is a spokesperson who delivers a message and/
or endorses a product or service
indirect source: a model, doesn't actually deliver a message but draws attention to and/or enhances the
appearance of the ad
_____ is a process that involves conducting research and gathering all relevant information about a
client's product or service, brand, and consumers in the target audience. - ✔✔account planning
A channel is... - ✔✔the method by which the communication travels from the source or sender to the
receiver
Two types:
nonpersonal - are those that carry a message without direct, interpersonal contact between the sender
and receiver. referred to as mass media since they are usually directed to more than one person and
often to sent to many at once. two types: print and broadcast
personal - involve direct communication between two or more persons and can occur through
interpersonal contact (face-to-face) or via other methods such as e-mail or through social media. ex.
members of one's social networks such as friends, neighbors, associates, co-worker, or family members.
-represents word of mouth. they generate positive WOM by buzz marketing, consumer generated
marketing, viral marketing
A major objective of most ____ ______ programs is to generate short-term increases in sales. - ✔✔sales
promotion
According to Robert Smith, the two ways in which relevance can be achieved are - ✔✔ad - to - consumer
refers to situations where the ad contains execution elements that are meaningful to consumers
brand to consumer - siuations where the ad brand of a product or service is of personal interest to
consumers
Advertising creativity is the ability to... - ✔✔generate fresh, unique, and appropriate or relevant ideas
that can be used as solutions to communication problems
affordable method - ✔✔"all you can afford method"
, the firm determines the amount to be spent in various areas such as production and operations. Then it
allocates whats left to ad and prom, considering this to be the amount that it can afford.
arbitrary allocation - ✔✔budget is determined by management solely on the basis of what is felt to be
necessary.
no theoretical basis is considered and the budgetary amount is often set by fiat.
Comparative advertising is the practice of ... - ✔✔either directly or indirectly naming competitors in an
ad and comparing one or more specific attributes.
direct comparison of brands would provide better product info, giving consumers a more rational basis
for making purchase decisions.
competitive parity - ✔✔managers est budget amounts by matching the competitions's percentage of
sales expenditures. the argument is that setting budgets in this fashion takes advantage of the collective
wisdom of the industry
Describe the sequence involved in the standard learning model - ✔✔Learn > feel > do.
Info and knowledge acquired or learned about the various brands and are bias for developing affect, or
feelings, that guide what the consumer will do (ex. actual trial or purchase)
the consumer is viewed as an active participant in the communication process who gathers info through
active learning. highly involved and much differentiation among competitive brands.
Direct source versus indirect source - ✔✔direct source: is a spokesperson who delivers a message and/
or endorses a product or service
indirect source: a model, doesn't actually deliver a message but draws attention to and/or enhances the
appearance of the ad
