Marketing 3000 Exam 4 - Joel Poor
Practice Test Questions with Correct
Verified Answers 2025-2026 Edition.
Major Advertising Decisions - Answer Objectives Setting
Budget Decisions
Message Decisions
Media Decisions
Campaign Evaluation
-- Message Decisions and Media Decisions lead to campaign evaluation
Advertising Objectives - Answer - specific communication task
- accomplished with specific target audience
- during a specific period of time
Consists of:
- Informative Advertising
- persuasive advertising
- comparison advertising
- reminder advertising
Informative Advertising - Answer - build primary demand
- used in intro stage of PLC
Persuasive Advertising - Answer - build selective demand
- used in growth stage of PLC
primary demand - Answer demand for a product category rather than for a specific brand
selective demand - Answer demand for a specific brand
,Reminder Advertising - Answer - keeps consumers thinking about a product
- used in maturity stage of PLC
-- most $ spent in maturity
reach - Answer number of households that view a message in a given time period (usually
month)
*if brand awareness is valued over recall than reach should be higher and frequency lower
(more diverse media set with limited exposures in each over given time could be used here
frequency - Answer amount of times seen in given time period
impact - Answer reach x frequency
- used to determine effectiveness
-- i.e. did we gain brand awareness increase
Basic communication model - Answer sender (source) --> message (media) --> channel
(medium) --> receiver (consumer)
- and then the receiver has an arrow back to the sender for feedback (response), which is what
the receiver has decoded from what was transferred to them by the encoded message from the
sender
Examples of good ads - Answer - apple ipad ad
- Mcdonalds ad for european countries
noise - Answer - problem in the communication process
- noise that could occur at any stage of the process
- i.e. phone, someone talking in the background, static, bad connection, etc.
Barrier to Communication - Answer - selective perception
- psychological noise
-- perceiving ads the way we want to
- our mood affects our processing of ads; good ad affect is very important for routinely
,- i.e. idea of ad message going into the top of a funnel (wide side) and coming out the smaller
end as the "message perceived"
Issues in Credibility - Answer - credibility of informal sources: actors
- credibility of formal sources: doctors, experts
- credibility of spokespersons and endorsers: celebrities
- message credibility: i.e. if Kia runs a commercial saying they're better than mercedes it has to
be credible (backed up)
-- especially important for persuasive and comparison ads
issues in designing persuasive communications - Answer - communications strategy
- media strategy
- message strategies
i.e. advertising outside is seen as more relaible than advertising inside
order effects - Answer first and last ads are more likely to be remembered
Advertising Appeals - Answer Fear
Humor: i.e Goldfish ad (actual fish not the snack)
Sex in advertising
Wow Experience
Abrasive Advertising: i.e. abrasive shock ad by Ford
Audience Participation
AI uses in advertising - Answer - Media selection/Performance Spend Optimization
- Ad creation
- Targeting: used often in promo for targeted ads
-- Internet behavior
-- Phone behavior
- i.e. you see an ad for something right after you talked about it
, - lobbying, community, employee and investor relations
3 Keys for Good PR
- avoid hype
- write like a journalist (3rd person)
- keep it short
Publicity - Answer - efforts to capture media attention
- includes press relations and product publicity
Managing Unfavorable Publicity - Answer Have successful crisis management
- having plans in place
-- have support of top management
- having good media relations
- tell the truth and address the problem directly
Event Sponsorship - Answer - ford, wrangler etc. sponsor PBR tour
- B of A official sponsor for Olympics
- Sprint official sponsor of the Tony Awards
Issue Sponsorship - Answer - Education, health care and social program investment
-- i.e. Public broadcasting, NAACP scholarships, food bank partnering
- very effective is genuine and not hyped
ambush marketing - Answer when someone who is not sponsoring an event advertises to tie
into it so people think they are sponsoring it (do not directly say it, people just mentally
associate the two)
- companies who are sponsoring events need to back it up with advertising to avoid ambush
Sales Promotion - Answer Short-term activity to. motivate buying
- usually by lowering price or adding value
-- i.e. online coupons
Practice Test Questions with Correct
Verified Answers 2025-2026 Edition.
Major Advertising Decisions - Answer Objectives Setting
Budget Decisions
Message Decisions
Media Decisions
Campaign Evaluation
-- Message Decisions and Media Decisions lead to campaign evaluation
Advertising Objectives - Answer - specific communication task
- accomplished with specific target audience
- during a specific period of time
Consists of:
- Informative Advertising
- persuasive advertising
- comparison advertising
- reminder advertising
Informative Advertising - Answer - build primary demand
- used in intro stage of PLC
Persuasive Advertising - Answer - build selective demand
- used in growth stage of PLC
primary demand - Answer demand for a product category rather than for a specific brand
selective demand - Answer demand for a specific brand
,Reminder Advertising - Answer - keeps consumers thinking about a product
- used in maturity stage of PLC
-- most $ spent in maturity
reach - Answer number of households that view a message in a given time period (usually
month)
*if brand awareness is valued over recall than reach should be higher and frequency lower
(more diverse media set with limited exposures in each over given time could be used here
frequency - Answer amount of times seen in given time period
impact - Answer reach x frequency
- used to determine effectiveness
-- i.e. did we gain brand awareness increase
Basic communication model - Answer sender (source) --> message (media) --> channel
(medium) --> receiver (consumer)
- and then the receiver has an arrow back to the sender for feedback (response), which is what
the receiver has decoded from what was transferred to them by the encoded message from the
sender
Examples of good ads - Answer - apple ipad ad
- Mcdonalds ad for european countries
noise - Answer - problem in the communication process
- noise that could occur at any stage of the process
- i.e. phone, someone talking in the background, static, bad connection, etc.
Barrier to Communication - Answer - selective perception
- psychological noise
-- perceiving ads the way we want to
- our mood affects our processing of ads; good ad affect is very important for routinely
,- i.e. idea of ad message going into the top of a funnel (wide side) and coming out the smaller
end as the "message perceived"
Issues in Credibility - Answer - credibility of informal sources: actors
- credibility of formal sources: doctors, experts
- credibility of spokespersons and endorsers: celebrities
- message credibility: i.e. if Kia runs a commercial saying they're better than mercedes it has to
be credible (backed up)
-- especially important for persuasive and comparison ads
issues in designing persuasive communications - Answer - communications strategy
- media strategy
- message strategies
i.e. advertising outside is seen as more relaible than advertising inside
order effects - Answer first and last ads are more likely to be remembered
Advertising Appeals - Answer Fear
Humor: i.e Goldfish ad (actual fish not the snack)
Sex in advertising
Wow Experience
Abrasive Advertising: i.e. abrasive shock ad by Ford
Audience Participation
AI uses in advertising - Answer - Media selection/Performance Spend Optimization
- Ad creation
- Targeting: used often in promo for targeted ads
-- Internet behavior
-- Phone behavior
- i.e. you see an ad for something right after you talked about it
, - lobbying, community, employee and investor relations
3 Keys for Good PR
- avoid hype
- write like a journalist (3rd person)
- keep it short
Publicity - Answer - efforts to capture media attention
- includes press relations and product publicity
Managing Unfavorable Publicity - Answer Have successful crisis management
- having plans in place
-- have support of top management
- having good media relations
- tell the truth and address the problem directly
Event Sponsorship - Answer - ford, wrangler etc. sponsor PBR tour
- B of A official sponsor for Olympics
- Sprint official sponsor of the Tony Awards
Issue Sponsorship - Answer - Education, health care and social program investment
-- i.e. Public broadcasting, NAACP scholarships, food bank partnering
- very effective is genuine and not hyped
ambush marketing - Answer when someone who is not sponsoring an event advertises to tie
into it so people think they are sponsoring it (do not directly say it, people just mentally
associate the two)
- companies who are sponsoring events need to back it up with advertising to avoid ambush
Sales Promotion - Answer Short-term activity to. motivate buying
- usually by lowering price or adding value
-- i.e. online coupons
