MKT 315 EXAMS SET 2025/2026 QUESTIONS AND
SOLUTIONS MARKED A+
✔✔Make the Core offer sale - ✔✔prospects are much more likely to buy now that they
have developed a relationship
✔✔Develop Brand Advocates - ✔✔-testimonials
-reviews
you build this relationship by adding value and delivering on your promise
-delivering consistently quality products
-more passive than a promoter
✔✔Grow Brand Promoters - ✔✔-promoters go beyond advocates
-the brand is part of their life
-a promoter is more active than an advocate
✔✔Digital Campaign - ✔✔-objective based
-Multi-parted
-seamless and subtle
-in flux
✔✔Objective Based - ✔✔coordinated actions intended to achieve a specific business
goal
✔✔Multi-parted - ✔✔content, landing pages, ads
✔✔Seamless and Subtle - ✔✔make your Call to Action simple
✔✔In Flux - ✔✔much simpler to pivot/tweak digitally than traditionally
✔✔Types of Campaigns - ✔✔-Acquisition Campaigns
-Monetization Campaigns
-Engagement Campaigns
✔✔Acquisition Campaigns - ✔✔Acquire new prospects/customers
-do the work on the front end of the customer journey
-not all about profit
-aware,engage,subscribe,convert
-new business
✔✔Monetization Campaigns - ✔✔generate revenue from existing leads/customers
-make profitable sales/offers to the leads/customers you acquired with your acquisition
campaign.
-Ascend, Excite
-Existing leads
, ✔✔Engagement Campaign - ✔✔Create communities of brand advocates and promoters
-Customer Interactions should go beyond the simple transaction of buying goods and
services
-advocate, promote
-comfortable
✔✔Types of EPO's - ✔✔-Ungated
-Gated
-Deep Discount
✔✔Ungated - ✔✔does not require contact info or a purchase to get value
ex: blog post, video, or podcast
-entertainment: use short content
-inspiration: challenge a buyer
-education: give buyer the knowledge
✔✔Gated - ✔✔requires contact info to get value
-need contact info in order to graduate someone from prospect to lead
-exchange value for the right to contact lead in the future
-specificity is important because it increases relevancy
-what MATTERS: promise, example,shortcut,solution, discount
✔✔Tools to Generate Leads - ✔✔-handout/cheat sheet: similar to free report
-Resource list: share tools
-Template: resume template, can be put to immediate use
-Software: offer a trial to capture an email address
-discount and coupon clubs
-quizzes and surveys
-assessment
✔✔Factors in Gated Offer - ✔✔1. is your offer extremely specific?
-if so make your promise and solution specific
2. are you offering too much?
-focus on one big thing
3. Does the offer speak to an end result?
-promise a solution
4. does the offer deliver instant gratification?
-be specific about timeline
5. Does the offer shift the relationship?
-move prospects to the purchase stage
6. Does the offer have a high perceived value?
7.Does the offer have a high actual value?
8. does the offer allow for rapid consumption?
SOLUTIONS MARKED A+
✔✔Make the Core offer sale - ✔✔prospects are much more likely to buy now that they
have developed a relationship
✔✔Develop Brand Advocates - ✔✔-testimonials
-reviews
you build this relationship by adding value and delivering on your promise
-delivering consistently quality products
-more passive than a promoter
✔✔Grow Brand Promoters - ✔✔-promoters go beyond advocates
-the brand is part of their life
-a promoter is more active than an advocate
✔✔Digital Campaign - ✔✔-objective based
-Multi-parted
-seamless and subtle
-in flux
✔✔Objective Based - ✔✔coordinated actions intended to achieve a specific business
goal
✔✔Multi-parted - ✔✔content, landing pages, ads
✔✔Seamless and Subtle - ✔✔make your Call to Action simple
✔✔In Flux - ✔✔much simpler to pivot/tweak digitally than traditionally
✔✔Types of Campaigns - ✔✔-Acquisition Campaigns
-Monetization Campaigns
-Engagement Campaigns
✔✔Acquisition Campaigns - ✔✔Acquire new prospects/customers
-do the work on the front end of the customer journey
-not all about profit
-aware,engage,subscribe,convert
-new business
✔✔Monetization Campaigns - ✔✔generate revenue from existing leads/customers
-make profitable sales/offers to the leads/customers you acquired with your acquisition
campaign.
-Ascend, Excite
-Existing leads
, ✔✔Engagement Campaign - ✔✔Create communities of brand advocates and promoters
-Customer Interactions should go beyond the simple transaction of buying goods and
services
-advocate, promote
-comfortable
✔✔Types of EPO's - ✔✔-Ungated
-Gated
-Deep Discount
✔✔Ungated - ✔✔does not require contact info or a purchase to get value
ex: blog post, video, or podcast
-entertainment: use short content
-inspiration: challenge a buyer
-education: give buyer the knowledge
✔✔Gated - ✔✔requires contact info to get value
-need contact info in order to graduate someone from prospect to lead
-exchange value for the right to contact lead in the future
-specificity is important because it increases relevancy
-what MATTERS: promise, example,shortcut,solution, discount
✔✔Tools to Generate Leads - ✔✔-handout/cheat sheet: similar to free report
-Resource list: share tools
-Template: resume template, can be put to immediate use
-Software: offer a trial to capture an email address
-discount and coupon clubs
-quizzes and surveys
-assessment
✔✔Factors in Gated Offer - ✔✔1. is your offer extremely specific?
-if so make your promise and solution specific
2. are you offering too much?
-focus on one big thing
3. Does the offer speak to an end result?
-promise a solution
4. does the offer deliver instant gratification?
-be specific about timeline
5. Does the offer shift the relationship?
-move prospects to the purchase stage
6. Does the offer have a high perceived value?
7.Does the offer have a high actual value?
8. does the offer allow for rapid consumption?
