CSUF MKTG 351 Final Exam Review
UPDATED ACTUAL Questions and
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 should have call to action- go out and buy it
factors affecting promotional mix - CORRECT ANSWER✔✔- -nature of the product
-stages in the product life cycle
-type of buying decision
-push and pull strategies
nature of the product - CORRECT ANSWER✔✔- mass media (advertising) will work well
for mass produced, consumer products where personal selling will work better for
customized, business products
Stages of Product Life Cycle - CORRECT ANSWER✔✔- early stage: advertising/public
relation for awareness and sales promotion to induce trial
growth stage: advertising and public relations for establishing differential advantage, reduce
sales promotion
maturity stage: persuasive reminder advertising and sales promotion to increase sales
decline stage: advertising reduced, personal selling efforts continue
, Type of Buying Decision - CORRECT ANSWER✔✔- simple/routine: require no
deliberation, reminder advertising and sales promotion can be very effective
complex/ high involvement: personal selling can work well
Push and Pull Strategies - CORRECT ANSWER✔✔- Push: incentivize wholesalers or
retailers to carry the product (ex. trade discounts)
Pull: incentivizes end consumers directly
advertising - CORRECT ANSWER✔✔- impersonal, one-way mass communication paid for
by a marketer to increase sales in the long run
advertising response function - CORRECT ANSWER✔✔- elongated S shaped figure- starts
with too little to do much for sales, moves over to relatively high effectiveness where
increase will lead to increase in sales, then to a saturation point where more advertisement
won't do much
Major Types of Advertising - CORRECT ANSWER✔✔- institutional and product
institutional advertising - CORRECT ANSWER✔✔- Advertising that promotes
organizational image as a whole; makes sense for parent brands and advocacy advertising
advocacy advertising - CORRECT ANSWER✔✔- a form of advertising in which companies
promote a positive image or try to overcome negative perceptions
product advertising - CORRECT ANSWER✔✔- promotes individual products; three types:
pioneer, competitive, and comparative advertising
pioneer advertising - CORRECT ANSWER✔✔- early stages of product; explaining benefits
of product class, not brands
competitive advertising - CORRECT ANSWER✔✔- growth stage of product; new
companies enter market; shift to focus on persuasion of individual brands
UPDATED ACTUAL Questions and
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 should have call to action- go out and buy it
factors affecting promotional mix - CORRECT ANSWER✔✔- -nature of the product
-stages in the product life cycle
-type of buying decision
-push and pull strategies
nature of the product - CORRECT ANSWER✔✔- mass media (advertising) will work well
for mass produced, consumer products where personal selling will work better for
customized, business products
Stages of Product Life Cycle - CORRECT ANSWER✔✔- early stage: advertising/public
relation for awareness and sales promotion to induce trial
growth stage: advertising and public relations for establishing differential advantage, reduce
sales promotion
maturity stage: persuasive reminder advertising and sales promotion to increase sales
decline stage: advertising reduced, personal selling efforts continue
, Type of Buying Decision - CORRECT ANSWER✔✔- simple/routine: require no
deliberation, reminder advertising and sales promotion can be very effective
complex/ high involvement: personal selling can work well
Push and Pull Strategies - CORRECT ANSWER✔✔- Push: incentivize wholesalers or
retailers to carry the product (ex. trade discounts)
Pull: incentivizes end consumers directly
advertising - CORRECT ANSWER✔✔- impersonal, one-way mass communication paid for
by a marketer to increase sales in the long run
advertising response function - CORRECT ANSWER✔✔- elongated S shaped figure- starts
with too little to do much for sales, moves over to relatively high effectiveness where
increase will lead to increase in sales, then to a saturation point where more advertisement
won't do much
Major Types of Advertising - CORRECT ANSWER✔✔- institutional and product
institutional advertising - CORRECT ANSWER✔✔- Advertising that promotes
organizational image as a whole; makes sense for parent brands and advocacy advertising
advocacy advertising - CORRECT ANSWER✔✔- a form of advertising in which companies
promote a positive image or try to overcome negative perceptions
product advertising - CORRECT ANSWER✔✔- promotes individual products; three types:
pioneer, competitive, and comparative advertising
pioneer advertising - CORRECT ANSWER✔✔- early stages of product; explaining benefits
of product class, not brands
competitive advertising - CORRECT ANSWER✔✔- growth stage of product; new
companies enter market; shift to focus on persuasion of individual brands
