MARK 3000 UGA - Test 3 – McManus questions with
verified answers
5 Service Quality Dimensions Ans✓✓✓ - reliability
- responsiveness
- assurance
- empathy
- tangibles
Advantages of Internet as a medium Ans✓✓✓ - can be linked to
detailed content (ex. direct to webpage)
- highly flexible and interactive (updated in real time)
- allows for specific targeting (know viewing history)
Advantages of Magazines as a medium Ans✓✓✓ - very targeted
(magazine for everything)
- subscribers pass magazines along to others
- colorful
Advantages of Newspaper as a medium Ans✓✓✓ - flexible
- timely (don't have to plan out months ahead of time)
- able to localize and target local viewers
,Advantages of Outdoors (ex. bus, billboard, sky writing, plane ads, etc.)
as a medium Ans✓✓✓ - relatively inexpensive
- offers opportunities for repeated exposure
Advantages of Radio as a medium Ans✓✓✓ - relatively inexpensive
- can be selectively targeted (different stations = different
demographics)
- wide reach
Advantages of TV as a medium Ans✓✓✓ - wide reach
- incorporates sound and video -> showcases what product can do
Advertising Ans✓✓✓ - paid communication from an identified source
- mass media
- most visible element of IMC
- more interactive due to noice (ex. McDonald's slider puzzle)
- extremely effective at creating awareness and generating interest
- *goal is to capture our interest and make us process the message
more deeply*
Advertising goals/objectives Ans✓✓✓ - inform (providing information
about the product to potential customers)
- persuade (show why your product is the best option)
,- remind (big brands don't have to tell use what the product is; use
advertising to remind us why we like the product
AIDA Model: Action Ans✓✓✓ - getting customers to take action ->
purchasing, visiting website, etc.
AIDA Model: Awareness Ans✓✓✓ - consumers must know about your
product to be able to buy it
AIDA Model: Desire Ans✓✓✓ - persuade customers into wanting your
product
AIDA Model: Interest Ans✓✓✓ - want consumers to be interested in
learning more about the product
Areas of Integrated Marketing Communications Ans✓✓✓ - customers
- communication channel
- results
Assurance Ans✓✓✓ - will product work like we were told?
Available budget Ans✓✓✓ - marketers forecast their sales and
expenses, excluding communication, during the budgeting period
, - the difference between the forecast sales and expenses plus desired
profit is reserved for the communication budget
- *the communication budget is the money available after operating
costs and profits have been budgeted*
Available budget limitations Ans✓✓✓ - assumes communication
expenses do not stimulate sales and profit
Bait and switch pricing Ans✓✓✓ - lure customers through false or
misleading price advertising
- ex. car dealerships
Blogs Ans✓✓✓ - info on products
- back and forth interaction with consumers
Break even analysis Ans✓✓✓ - used to set "must have" price (or
minimum quantity that must be sold)
- in most cases, adjustments made upward of break even
- amount added above break even price = profit
(not the same as contribution margin, which equals selling price - VC
per unit)
Channel members Ans✓✓✓ - retailers normally set final price to
consumer
verified answers
5 Service Quality Dimensions Ans✓✓✓ - reliability
- responsiveness
- assurance
- empathy
- tangibles
Advantages of Internet as a medium Ans✓✓✓ - can be linked to
detailed content (ex. direct to webpage)
- highly flexible and interactive (updated in real time)
- allows for specific targeting (know viewing history)
Advantages of Magazines as a medium Ans✓✓✓ - very targeted
(magazine for everything)
- subscribers pass magazines along to others
- colorful
Advantages of Newspaper as a medium Ans✓✓✓ - flexible
- timely (don't have to plan out months ahead of time)
- able to localize and target local viewers
,Advantages of Outdoors (ex. bus, billboard, sky writing, plane ads, etc.)
as a medium Ans✓✓✓ - relatively inexpensive
- offers opportunities for repeated exposure
Advantages of Radio as a medium Ans✓✓✓ - relatively inexpensive
- can be selectively targeted (different stations = different
demographics)
- wide reach
Advantages of TV as a medium Ans✓✓✓ - wide reach
- incorporates sound and video -> showcases what product can do
Advertising Ans✓✓✓ - paid communication from an identified source
- mass media
- most visible element of IMC
- more interactive due to noice (ex. McDonald's slider puzzle)
- extremely effective at creating awareness and generating interest
- *goal is to capture our interest and make us process the message
more deeply*
Advertising goals/objectives Ans✓✓✓ - inform (providing information
about the product to potential customers)
- persuade (show why your product is the best option)
,- remind (big brands don't have to tell use what the product is; use
advertising to remind us why we like the product
AIDA Model: Action Ans✓✓✓ - getting customers to take action ->
purchasing, visiting website, etc.
AIDA Model: Awareness Ans✓✓✓ - consumers must know about your
product to be able to buy it
AIDA Model: Desire Ans✓✓✓ - persuade customers into wanting your
product
AIDA Model: Interest Ans✓✓✓ - want consumers to be interested in
learning more about the product
Areas of Integrated Marketing Communications Ans✓✓✓ - customers
- communication channel
- results
Assurance Ans✓✓✓ - will product work like we were told?
Available budget Ans✓✓✓ - marketers forecast their sales and
expenses, excluding communication, during the budgeting period
, - the difference between the forecast sales and expenses plus desired
profit is reserved for the communication budget
- *the communication budget is the money available after operating
costs and profits have been budgeted*
Available budget limitations Ans✓✓✓ - assumes communication
expenses do not stimulate sales and profit
Bait and switch pricing Ans✓✓✓ - lure customers through false or
misleading price advertising
- ex. car dealerships
Blogs Ans✓✓✓ - info on products
- back and forth interaction with consumers
Break even analysis Ans✓✓✓ - used to set "must have" price (or
minimum quantity that must be sold)
- in most cases, adjustments made upward of break even
- amount added above break even price = profit
(not the same as contribution margin, which equals selling price - VC
per unit)
Channel members Ans✓✓✓ - retailers normally set final price to
consumer
