MCS 1000 FINAL EXAM STUDY GUIDE | 2026 |
GUARANTEED PASS
Promotional Mix - Answers -The combination of one or more of these communications
tools: advertising, personal selling, sales promotion, public relations, and direct
marketing
Integrated Marketing Communications - Answers -The concept of designing marketing
communications programs that coordinate all promotional activities—advertising,
personal selling, sales promotion, public relations, and direct marketing—to provide a
consistent message across all audiences and to maximize the promotional budget and
impact of the communications
Communication - Answers -The process of conveying a message to others, which
requires six elements: a source, a message, a channel of communication, a receiver,
and the processes of encoding and decoding
Source - Answers -A company or person who has information to convey
Message - Answers -The information sent by a source to a receiver in the
communication process
Channel of Communication - Answers -The means of conveying a message to a
receiver
Recievers - Answers -Consumers who read, hear, or see the message sent by a
source in the communication process
Encoding - Answers -The process of having the sender transform an abstract idea into
a set of symbols
Decoding - Answers -The process of having the receiver take a set of symbols, the
message, and transform them back to an abstract idea
Field of Experience - Answers -Similar understanding and knowledge; to communicate
effectively, a sender and a receiver must have a mutually shared field of experience
Response - Answers -The impact the message had on the receiver's knowledge,
attitudes, or behaviours
Feedback - Answers -The communication flow from receiver back to the sender that
helps the sender know whether the message was decoded and understood as intended
,Noise - Answers -Extraneous factors that can work against effective communication by
distorting a message or the feedback received
Advertising - Answers -Any paid form of non-personal communication about an
organization, good, service, or idea by an identified sponsor
Personal Selling - Answers -The two-way flow of communication between a buyer and
seller, often in a face-to-face encounter, designed to influence a person's or group's
purchase decision
Public Relations - Answers -A form of communication management that seeks to
influence the feelings, opinions, or beliefs held by customers, prospective customers,
shareholders, suppliers, employees, and other publics about a company and its
products or services
Publicity - Answers -A non-personal, indirectly paid presentation of an organization,
good, or service
Sales Promotion - Answers -A short-term inducement of value offered to arouse
interest in buying a good or service
Direct Marketing - Answers -Promotional element that uses direct communication with
consumers to generate a response in the form of an order, a request for further
information, or a visit to a retail outlet
Push Strategy - Answers -Directing the promotional mix to channel members to gain
their cooperation in ordering and stocking a product
Pull Strategy - Answers -Directing the promotional mix at ultimate consumers to
encourage them to ask the retailer for the product
Hierarchy of Effects - Answers -The sequence of stages a prospective buyer goes
through, from initial awareness of a product to eventual action
Percentage of Sales Budgeting - Answers -Allocating funds to advertising as a
percentage of past or anticipated sales, in terms of either dollars or units sold
Competitive Parity Budgeting - Answers -Matching the competitors' absolute level of
spending or the proportion per point of market share
All-You-Can-Afford Budgeting - Answers -Allocating funds to promotion only after all
other budget items are covered
Objective and Task Budgeting - Answers -A budgeting approach whereby the company
(1) determines its promotion objectives, (2) outlines the tasks to accomplish these
objectives, and (3) determines the promotion cost of performing these tasks
, Direct Orders - Answers -The result of offers that contain all the information necessary
for a prospective buyer to make a decision to purchase and complete the transaction
Lead Generation - Answers -The result of an offer designed to generate interest in a
product or service and a request for additional information
Traffic Generation - Answers -The outcome of an offer designed to motivate people to
visit a business
Product Advertisements - Answers -Advertisements that focus on selling a good or
service and take three forms: (1) pioneering (or informational), (2) competitive (or
persuasive), and (3) reminder
Institutional Advertisements - Answers -Advertisements designed to build goodwill or
an image for an organization, rather than promote a specific good or service
Reach - Answers -The number of different people or households exposed to an
advertisement.
Rating - Answers -The percentage of households in a market that are tuned to a
particular TV show or radio station
Frequency - Answers -The average number of times a person in the target audience is
exposed to a message or advertisement.
Gross Rating Points (GRP's) - Answers -A reference number for advertisers, created by
multiplying reach (expressed as a percentage of the total market) by frequency
Cost per Thousand (CPM) Infomericals - Answers -The cost of reaching 1,000
individuals or households with an advertising message in a given medium
User-Generated Content (UGC) - Answers -Media generated by users (customers) and
disseminated via various channels, in particular, the Internet
Pre-Tests - Answers -Tests conducted before an advertisement is placed to determine
whether it communicates the intended message or to select among alternative versions
of an advertisement
Full-Service Agency - Answers -An advertising agency providing the most complete
range of services, including market research, media selection, copy development,
artwork, and production
Limited Service Agency - Answers -Specialize in one aspect of the advertising process,
such as providing creative services to develop the advertising copy or buying previously
unpurchased media space
GUARANTEED PASS
Promotional Mix - Answers -The combination of one or more of these communications
tools: advertising, personal selling, sales promotion, public relations, and direct
marketing
Integrated Marketing Communications - Answers -The concept of designing marketing
communications programs that coordinate all promotional activities—advertising,
personal selling, sales promotion, public relations, and direct marketing—to provide a
consistent message across all audiences and to maximize the promotional budget and
impact of the communications
Communication - Answers -The process of conveying a message to others, which
requires six elements: a source, a message, a channel of communication, a receiver,
and the processes of encoding and decoding
Source - Answers -A company or person who has information to convey
Message - Answers -The information sent by a source to a receiver in the
communication process
Channel of Communication - Answers -The means of conveying a message to a
receiver
Recievers - Answers -Consumers who read, hear, or see the message sent by a
source in the communication process
Encoding - Answers -The process of having the sender transform an abstract idea into
a set of symbols
Decoding - Answers -The process of having the receiver take a set of symbols, the
message, and transform them back to an abstract idea
Field of Experience - Answers -Similar understanding and knowledge; to communicate
effectively, a sender and a receiver must have a mutually shared field of experience
Response - Answers -The impact the message had on the receiver's knowledge,
attitudes, or behaviours
Feedback - Answers -The communication flow from receiver back to the sender that
helps the sender know whether the message was decoded and understood as intended
,Noise - Answers -Extraneous factors that can work against effective communication by
distorting a message or the feedback received
Advertising - Answers -Any paid form of non-personal communication about an
organization, good, service, or idea by an identified sponsor
Personal Selling - Answers -The two-way flow of communication between a buyer and
seller, often in a face-to-face encounter, designed to influence a person's or group's
purchase decision
Public Relations - Answers -A form of communication management that seeks to
influence the feelings, opinions, or beliefs held by customers, prospective customers,
shareholders, suppliers, employees, and other publics about a company and its
products or services
Publicity - Answers -A non-personal, indirectly paid presentation of an organization,
good, or service
Sales Promotion - Answers -A short-term inducement of value offered to arouse
interest in buying a good or service
Direct Marketing - Answers -Promotional element that uses direct communication with
consumers to generate a response in the form of an order, a request for further
information, or a visit to a retail outlet
Push Strategy - Answers -Directing the promotional mix to channel members to gain
their cooperation in ordering and stocking a product
Pull Strategy - Answers -Directing the promotional mix at ultimate consumers to
encourage them to ask the retailer for the product
Hierarchy of Effects - Answers -The sequence of stages a prospective buyer goes
through, from initial awareness of a product to eventual action
Percentage of Sales Budgeting - Answers -Allocating funds to advertising as a
percentage of past or anticipated sales, in terms of either dollars or units sold
Competitive Parity Budgeting - Answers -Matching the competitors' absolute level of
spending or the proportion per point of market share
All-You-Can-Afford Budgeting - Answers -Allocating funds to promotion only after all
other budget items are covered
Objective and Task Budgeting - Answers -A budgeting approach whereby the company
(1) determines its promotion objectives, (2) outlines the tasks to accomplish these
objectives, and (3) determines the promotion cost of performing these tasks
, Direct Orders - Answers -The result of offers that contain all the information necessary
for a prospective buyer to make a decision to purchase and complete the transaction
Lead Generation - Answers -The result of an offer designed to generate interest in a
product or service and a request for additional information
Traffic Generation - Answers -The outcome of an offer designed to motivate people to
visit a business
Product Advertisements - Answers -Advertisements that focus on selling a good or
service and take three forms: (1) pioneering (or informational), (2) competitive (or
persuasive), and (3) reminder
Institutional Advertisements - Answers -Advertisements designed to build goodwill or
an image for an organization, rather than promote a specific good or service
Reach - Answers -The number of different people or households exposed to an
advertisement.
Rating - Answers -The percentage of households in a market that are tuned to a
particular TV show or radio station
Frequency - Answers -The average number of times a person in the target audience is
exposed to a message or advertisement.
Gross Rating Points (GRP's) - Answers -A reference number for advertisers, created by
multiplying reach (expressed as a percentage of the total market) by frequency
Cost per Thousand (CPM) Infomericals - Answers -The cost of reaching 1,000
individuals or households with an advertising message in a given medium
User-Generated Content (UGC) - Answers -Media generated by users (customers) and
disseminated via various channels, in particular, the Internet
Pre-Tests - Answers -Tests conducted before an advertisement is placed to determine
whether it communicates the intended message or to select among alternative versions
of an advertisement
Full-Service Agency - Answers -An advertising agency providing the most complete
range of services, including market research, media selection, copy development,
artwork, and production
Limited Service Agency - Answers -Specialize in one aspect of the advertising process,
such as providing creative services to develop the advertising copy or buying previously
unpurchased media space
