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MOS 3322: Midterm Questions and Correct
Answers
Integrated marketing communications Ans: The coordination of
all marketing communications in a unified program that
maximizes the impact on the intended target audience. Comprised
of advertising, public relations, sales promotion, personal selling,
experiential marketing, direct response and digital
communications all surrounding target market
Advertising Ans: A paid, media-delivered message by an identified
sponsor designed to stimulate a positive response from a target
audience. Includes product and promotional advertising
Product advertising Ans: Advertising that provides information
about a branded product to help build its image in the minds of
customers
Promotional advertising Ans: Advertising that communicates a
specific offer to encourage an immediate response from the target
audiences
Direct response communication Ans: The delivery of a message to
a target audience of one; the message can be distributed by direct
mail, direct response television, or telemarketing. Direct response
communications have a significant advantage over traditional
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mass media advertising; the direct results of the investment can be
determined
Digital (interactive) communications Ans: The placement of an
advertising message on a website, or an ad delivered by email or
through mobile communications devices. Includes customer
relationship management
Customer relationship management (CRM) Ans: A process that
enables an organization to develop an ongoing relationship with
valued customers; the organization captures and uses information
about its customers to its advantage in developing the relationship
Sales promotion Ans: An activity that provides incentives to bring
about immediate response from customers, distributors, and an
organization's sales force
Public relations Ans: A form of communications designed to gain
public understanding and acceptance
Experiential marketing Ans: A form of marketing that creates an
emotional connection with the consumer in personally relevant
and memorable ways. Includes event marketing and sponsorship
Event marketing Ans: The process planned by a sponsoring
organization, of integrating a variety of communications elements
behind a single event theme
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Sponsorship Ans: The act of financially supporting an event in
return for certain advertising rights and privileges
Personal selling Ans: Face-to-face communication involving the
presentation of features and benefits of a product or service to a
buyer; the objective is to make a sale
Key issues and trends affecting marketing and marketing
communications practices Ans: 1. Consumers' media habits are
shifting toward digital media alternatives
2. The popularity of social media networks that presents
challenges and opportunities for organizations
3. Mobile communications are positioned to become the next "big
thing" in marketing communications
4. The role of database marketing and direct forms of
communications to reach individuals is expanding
5. The demand for efficiency and accountability in organizations is
increasing
Database management Ans: A system that collects information
about customers for analysis by managers to facilitate sound
business decisions
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Consumer behaviour Ans: The combined acts carried out by
individuals choosing and using goods and services, including the
decision-making processes that determine these acts
Needs Ans: The perception of the absence of some necessity
Motives Ans: A condition that prompts an individual to take
action to satisfy a need
Maslow's hierarchy of needs Ans: 1. Self-actualization
2. Esteem needs
3. Social needs
4. Safety needs
5. Physiological needs
Personality Ans: A person's distinguishing psychological
characteristics that lead to relatively and enduring responses to
the environment in which that person lives
Four components of self-concept Ans: 1. Real self
2. Self image
3. Looking glass self
© 2025 All rights reserved
MOS 3322: Midterm Questions and Correct
Answers
Integrated marketing communications Ans: The coordination of
all marketing communications in a unified program that
maximizes the impact on the intended target audience. Comprised
of advertising, public relations, sales promotion, personal selling,
experiential marketing, direct response and digital
communications all surrounding target market
Advertising Ans: A paid, media-delivered message by an identified
sponsor designed to stimulate a positive response from a target
audience. Includes product and promotional advertising
Product advertising Ans: Advertising that provides information
about a branded product to help build its image in the minds of
customers
Promotional advertising Ans: Advertising that communicates a
specific offer to encourage an immediate response from the target
audiences
Direct response communication Ans: The delivery of a message to
a target audience of one; the message can be distributed by direct
mail, direct response television, or telemarketing. Direct response
communications have a significant advantage over traditional
© 2025 All rights reserved
, 2 | Page
mass media advertising; the direct results of the investment can be
determined
Digital (interactive) communications Ans: The placement of an
advertising message on a website, or an ad delivered by email or
through mobile communications devices. Includes customer
relationship management
Customer relationship management (CRM) Ans: A process that
enables an organization to develop an ongoing relationship with
valued customers; the organization captures and uses information
about its customers to its advantage in developing the relationship
Sales promotion Ans: An activity that provides incentives to bring
about immediate response from customers, distributors, and an
organization's sales force
Public relations Ans: A form of communications designed to gain
public understanding and acceptance
Experiential marketing Ans: A form of marketing that creates an
emotional connection with the consumer in personally relevant
and memorable ways. Includes event marketing and sponsorship
Event marketing Ans: The process planned by a sponsoring
organization, of integrating a variety of communications elements
behind a single event theme
© 2025 All rights reserved
, 3 | Page
Sponsorship Ans: The act of financially supporting an event in
return for certain advertising rights and privileges
Personal selling Ans: Face-to-face communication involving the
presentation of features and benefits of a product or service to a
buyer; the objective is to make a sale
Key issues and trends affecting marketing and marketing
communications practices Ans: 1. Consumers' media habits are
shifting toward digital media alternatives
2. The popularity of social media networks that presents
challenges and opportunities for organizations
3. Mobile communications are positioned to become the next "big
thing" in marketing communications
4. The role of database marketing and direct forms of
communications to reach individuals is expanding
5. The demand for efficiency and accountability in organizations is
increasing
Database management Ans: A system that collects information
about customers for analysis by managers to facilitate sound
business decisions
© 2025 All rights reserved
, 4 | Page
Consumer behaviour Ans: The combined acts carried out by
individuals choosing and using goods and services, including the
decision-making processes that determine these acts
Needs Ans: The perception of the absence of some necessity
Motives Ans: A condition that prompts an individual to take
action to satisfy a need
Maslow's hierarchy of needs Ans: 1. Self-actualization
2. Esteem needs
3. Social needs
4. Safety needs
5. Physiological needs
Personality Ans: A person's distinguishing psychological
characteristics that lead to relatively and enduring responses to
the environment in which that person lives
Four components of self-concept Ans: 1. Real self
2. Self image
3. Looking glass self
© 2025 All rights reserved
