CSUF MKTG 351 Final Exam Review 2023 with 100% correct answers

Promotional Mix - correct answer -1) advertising 2) public relations 3) sales promotions 4) personal selling 5) social media promotion - correct answer -Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response promotional strategy - correct answer -a plan for the optimal use of the elements of promotion to elicit a particular response; main goal is to convince buyers that the products offer competitive advantage advertising - correct answer -mass communication, high control, relatively low cost per customer, low credibility public relations - correct answer -unpaid, effective, limited control, higher credibility sales promotion - correct answer -all non-advertising and public relations activities that focus on promoting sales; typically short-term although may have spillover long-term effect; intended to induce product trial and additional sales personal selling - correct answer -in-person selling, more costly; more effective; works well for high cost items; aimed to inform and influence customers social media - correct answer -recent addition to promotional mix, shift of control of communication efforts to consumers Integrated Marketing Communications (IMC) - correct answer -aims to align all elements of the promotional mix for the best possible results marketing communication - correct answer -the process by which marketers impress on the buyers the value that their products have to offer Promotional Goals - correct answer -informing (early stages), persuading (late intro/ early maturity), reminding (later stages), connecting (ongoing) AIDA concept - correct answer -Attention: gain awareness of target market Interest: create appealing message for target market Desire: convince to create preference for Action: communication