UMass Amherst Marketing 301 Exam 2 questions with
verified answers
Advertising Campaign Components Ans✓✓✓ - Objectives: Inform,
persuade, remind, awareness, etc...
- Target: To whom one wants to communicate
- Advertisement: How message is constructed and
conveyed
- Media: Vehicles thru which message is delivered
- Scheduling: Frequency and timing of ad delivery
AIDA Ans✓✓✓ - Awareness/Attention
- Interest
- Desire
- Action
Aided Recall Ans✓✓✓ Occurs when consumers recognize a name that
has been presented to them
Attract and Connect Ans✓✓✓ - Providers seeking consumers who
value their product/solution
- Consumers seeking products/solutions for their problems
,Attract and Connect Example: Supermarkets Ans✓✓✓ - Attract thru
things such as selection, promotion, quality, price, service, bakery,
pharmacy, etc...
- Connect thru the physical store, shelving, lighting, end aisle displays,
free samples, etc...
- Availability: Location, store hours, online ordering, delivery, etc...
Brand Community Ans✓✓✓ Group of consumers who develop
relationships based on shared interests or product usage
Break Even Point Ans✓✓✓ The level of sales at which profit is zero
Break Even Point Equation Ans✓✓✓ Total fixed costs / Contribution
per unit to fixed costs
Brick and Mortar Retailers Ans✓✓✓ Traditional retailers that sell
goods to customers from physical stores, rather than over the Internet
Examples: Specialty stores, supermarkets, convenience stores, pop up
shops, department stores...
Bundle Pricing Ans✓✓✓ - Selling several items as a package for a set
price
- Buy one get one half off deals
, Capacity Management Ans✓✓✓ Integrates the service component of
the marketing mix with efforts to influence consumer demand
Click Through Rate (CTR) Ans✓✓✓ The number of times a user clicks
on an online ad divided by the number of impressions
Communication (BIG PICTURE) Ans✓✓✓ - Finding consumers
- Getting attention
- Delivering a message that reduces uncertainty
- Staying in front/in contact with consumers
- Influencing/bringing about desired behaviors
Consumer Related Theft Ans✓✓✓ Consumers can steal from producers
and vice versa. For example, consumers can steal products while
producers can steal information without the consumers consent
Consumer Segments Ans✓✓✓ Diverse/new or changing segments
present opportunities to retailers.
Example: Uber saw an opportunity to make travel more convenient for
people and jumped on it.
verified answers
Advertising Campaign Components Ans✓✓✓ - Objectives: Inform,
persuade, remind, awareness, etc...
- Target: To whom one wants to communicate
- Advertisement: How message is constructed and
conveyed
- Media: Vehicles thru which message is delivered
- Scheduling: Frequency and timing of ad delivery
AIDA Ans✓✓✓ - Awareness/Attention
- Interest
- Desire
- Action
Aided Recall Ans✓✓✓ Occurs when consumers recognize a name that
has been presented to them
Attract and Connect Ans✓✓✓ - Providers seeking consumers who
value their product/solution
- Consumers seeking products/solutions for their problems
,Attract and Connect Example: Supermarkets Ans✓✓✓ - Attract thru
things such as selection, promotion, quality, price, service, bakery,
pharmacy, etc...
- Connect thru the physical store, shelving, lighting, end aisle displays,
free samples, etc...
- Availability: Location, store hours, online ordering, delivery, etc...
Brand Community Ans✓✓✓ Group of consumers who develop
relationships based on shared interests or product usage
Break Even Point Ans✓✓✓ The level of sales at which profit is zero
Break Even Point Equation Ans✓✓✓ Total fixed costs / Contribution
per unit to fixed costs
Brick and Mortar Retailers Ans✓✓✓ Traditional retailers that sell
goods to customers from physical stores, rather than over the Internet
Examples: Specialty stores, supermarkets, convenience stores, pop up
shops, department stores...
Bundle Pricing Ans✓✓✓ - Selling several items as a package for a set
price
- Buy one get one half off deals
, Capacity Management Ans✓✓✓ Integrates the service component of
the marketing mix with efforts to influence consumer demand
Click Through Rate (CTR) Ans✓✓✓ The number of times a user clicks
on an online ad divided by the number of impressions
Communication (BIG PICTURE) Ans✓✓✓ - Finding consumers
- Getting attention
- Delivering a message that reduces uncertainty
- Staying in front/in contact with consumers
- Influencing/bringing about desired behaviors
Consumer Related Theft Ans✓✓✓ Consumers can steal from producers
and vice versa. For example, consumers can steal products while
producers can steal information without the consumers consent
Consumer Segments Ans✓✓✓ Diverse/new or changing segments
present opportunities to retailers.
Example: Uber saw an opportunity to make travel more convenient for
people and jumped on it.
