SRM Final Exam
Branding - correct answer ✔✔The promotion of a product or service by identifying it with distinct
characteristics (usually associated with public perception, quality or effectiveness)
Advertising objective - correct answer ✔✔Develop around desired benefits
Promotional objective - correct answer ✔✔to inform, to persuade, to remind, to phase out
Promotional appeals - correct answer ✔✔Fear, humor, sex appeal, drama
Hierarchy of effects - correct answer ✔✔1. Unawareness
2. Awareness
3. Knowledge
4. Liking - goodwill
5. Conviction
6. Action
BCG Matrix - correct answer ✔✔a means of evaluating strategic business units on the basis of (1) their
business growth rates and (2) their share of the market
4 P's of Marketing - correct answer ✔✔Product, Price, Place, Promotion
Sponsorship agreements can include - correct answer ✔✔- Right to use logo, name, trademark
- Right to an exclusive association
- Right to use phrases/catch words
- Right to conduct promotional activities
Branding - correct answer ✔✔The promotion of a product or service by identifying it with distinct
characteristics (usually associated with public perception, quality or effectiveness)
Advertising objective - correct answer ✔✔Develop around desired benefits
Promotional objective - correct answer ✔✔to inform, to persuade, to remind, to phase out
Promotional appeals - correct answer ✔✔Fear, humor, sex appeal, drama
Hierarchy of effects - correct answer ✔✔1. Unawareness
2. Awareness
3. Knowledge
4. Liking - goodwill
5. Conviction
6. Action
BCG Matrix - correct answer ✔✔a means of evaluating strategic business units on the basis of (1) their
business growth rates and (2) their share of the market
4 P's of Marketing - correct answer ✔✔Product, Price, Place, Promotion
Sponsorship agreements can include - correct answer ✔✔- Right to use logo, name, trademark
- Right to an exclusive association
- Right to use phrases/catch words
- Right to conduct promotional activities
