MAR 3023 EXAM 4 – BRADY QUESTIONS AND CORRECT ANSWERS
What cis cPromotion? c- cCORRECT cANS✔✔The clink cbetween cmanufacturer cand cthe cbuyer, cthey care ctrying cto cinfluence cthe
cconsumer cand cinform cthem cabout cthe cbenefits cof cthe cproduct cand cpersuade cthem cto cbuy cthe cproduct
Promotion cMix c- cCORRECT cANS✔✔The clevers cand cstrategic ctools cthat ccompanies ccan cuse cto cturn cthe cdial cin cterms cof
chow cyou cbecome caware cand cpersuaded cof ca cparticular cproduct
Advertising c- cCORRECT cANS✔✔a cpaid, cnon-personal ccommunication cabout can corganization cand cits cproducts ctransmitted cto
ca ctarget caudience cthrough cmass cmedia
Personal cSelling c- cCORRECT cANS✔✔a cpaid, cpersonal ccommunication cthat caims cto cinform ccustomers cand cpersuade cthem
cto cpurchase cproducts cin can cexchange csituation
Public cRelations c- cCORRECT cANS✔✔a cbroad cset cof ccommunication cefforts cused cto ccreate cand cmaintain cfavorable
crelationships cbetween can corganization cand cits cstakeholders
Sales cPromotion c- cCORRECT cANS✔✔is can cactivity cor cmaterial cthat cacts cas ca cdirect cinducement coffering cadded cvalue cor
cincentive cfor cthe cproduct cto cresellers, csalespeople, cor ccustomers; cfree csamples, cgames, crebates, csweepstakes, ccontests,
cpremiums, cand ccoupons
Integrated cMarketing cCommunications c- cCORRECT cANS✔✔Coordination cof cpromotion cand cmarketing cefforts cfor cmaximum
cimpact
Goals cof cIMC c- cCORRECT cANS✔✔Consistent: c
-Consistent cmessage cto ccustomers
Coordinated:
-Coordinate/manage cpromotional cefforts cto cbe clogically cconnected
Complementary:
-Synchronization cto ccreate ca cgreater coverall ccampaign
Continuity:
-Use cmore cprecisely ctargeted cpromotional ctools cover ctime
Two cGeneral cPromo cStrategies c- cCORRECT cANS✔✔-Push cPolicy
-Pull cPolicy
Push cPolicy c- cCORRECT cANS✔✔-The cfirm cis ctargeting csomeone cwithin cthe cdistribution cnetwork
-Promoting ca cproduct conly cto cthe cnext cinstitution cdown cthe cmarketing cchannel
-The cproducer cpromotes cthe cproduct cto cwholesalers, cthe cwholesalers cpromote cit cto cretailers, cand cthe cretailers cpromote cit cto
cconsumers
-Trade cshows cand cpersonal cselling
-Push cmoney: calso cknown cas c"spiffs". cAn cextra ccommission cpaid cto cretail cemployees cto cpush cproducts
Pull cPolicy c- cCORRECT cANS✔✔-Promoting ca cproduct cdirectly cto cconsumers cto cdevelop cstrong cdemand cthat cpulls cproducts
cthrough cthe cmarketing cchannel
-Children's ctoys
-Ford cAustralia conly cproduces ca ccar cwhen cone cis cordered cby ca ccustomer; cDell cdid cthe csame cthing
Communication cProcess c- cCORRECT cANS✔✔-The cprocess cthat cdescribes cthe cexchange cof cinformation cbetween ctwo cor
cmore cpeople
-Messages care csent cthrough cchannels:
letters, cemail, cin cperson
The cSource c- cCORRECT cANS✔✔-the cperson cor corganization cthat chas cinformation cto cshare
-Company
, -Salesperson
-Celebrities cQ-scores
Q-scores c(Celebrities) c- cCORRECT cANS✔✔-The cway ccelebs cget cpaid cfor cpromotions
-Measure cof cfamiliarity cand cliking c
-Consumers clevel cof cfamiliarity cwith ca cname c- c% cwho chave cheard cof cher/him
-The cnumber cof crespondents cwho cindicate cthat ca cperson, cprogram cor ccharacter cis ca cfavorite
-The cscore cis ccalculated cby cdividing cthe ctwo cnumbers
-Some cargue cthat cQ cis cbetter cthan cNielsen
Encoding c- cCORRECT cANS✔✔-the cprocess cof cputting cwords, cthoughts, cmessages cinto csymbolic cform cin csuch ca cway cthat
cthey cwill cbe cunderstood cby cthe creceiver/consumer
- csymbols care cparticularly cgood cfor cthis
The cChannel c- cCORRECT cANS✔✔how cthe ccommunication ctravels cfrom cthe csource cto cthe creceiver
The cChannel cTwo cTypes c- cCORRECT cANS✔✔Nonpersonal cchannels: c
-no cpersonal ccontact cwith cconsumer
-Print, cbroadcast
Personal cchannels: c
-involves cdirect ccontact
-Direct cselling
-Salespeople
-WOM
-"Buzz cmarketing"
Buzz cMarketing c- cCORRECT cANS✔✔-a csubset cof c"viral cmarketing" cwherein ccompanies chire csocially cactive cconsumers cto
cpromote cproducts cto ctheir cfriends, crelatives, cand cacquaintances.
-consumers care ctypically cunaware cthat cthe cperson cis con cthe c"payroll"
Decoding c- cCORRECT cANS✔✔-The cprocess cof ctransforming cthe cmessage cback cinto cthought.
-The ckey cis cfor cthe cdecoded cmessage cto cresemble cthe cencoded cmessage.
-Problems ccan coccur cif cthere cis ctoo cmuch
Noise c- cCORRECT cANS✔✔-Anything cthat cinterferes cwith cor cdistorts cthe cmessage
Feedback c- cCORRECT cANS✔✔-The cfinal cpiece cof cthe ccommunications cprocess
-The creceiver's cresponse cto cthe cmessage.
-Can cbe cdifficult cto cassess
-One cway cto cget cfeedback cfrom cobjective csources
Response cMethods c- cCORRECT cANS✔✔Describe cthe cprocess cthat creceivers cmust cgo cthrough cbefore ca cdesired cbehavior
coccurs
Each cModel chas cthree csuccessive cstages: c- cCORRECT cANS✔✔Cognitive cstage: c
-the c"thinking" cstage c
-Where cthe creceiver cbecomes caware cof cthe cmessage
Affective cstage: c
-the c"feeling" cstage
-Where cthe creceiver cforms ca cliking cor cpreference cfor cthe cad cobject
Behavioral cstage: c
-the c"doing" cstage c
-Where cthe creceiver cacts con cthe cpreference
AIDA cModel c(attention c- cinterest c- cdesire c- caction) c- cCORRECT cANS✔✔-developed cfor cpersonal cselling c
-represents cthe cstages ca csalesperson cmust ctake ca ccustomer cthrough cto cinduce cpurchase
What cis cAdvertising? c- cCORRECT cANS✔✔-A cpaid cform cof cnonpersonal ccommunication cthat cis ctransmitted cto ca ctarget
caudience cthrough cmass cmedia
-Effective cadvertising ccan cinfluence ccustomers' cpurchasing cbehavior cthroughout ctheir clifetimes
-Most corganizations, ceven cnonprofits, cengage cin cadvertising
The cFirst cAds c- cCORRECT cANS✔✔-Newspaper c(1704)
-P&G cIvory cSoap c(1882 c- c$11,000)
-Coca-Cola c(1886)
-Automobile c(1898)
-Radio c- cHawthorne cCourt cApts, cQueens, cNY c(1922)
-Television c(1941)
-Banner cAd c(1994) c- cWired.com
Advertising cMediums c- cCORRECT cANS✔✔Movies, cTV, cand cVideo cGames:
-Product cplacement
-Mentions
-Interactivity
Newspaper, cdirect cmail, cmagazines:
What cis cPromotion? c- cCORRECT cANS✔✔The clink cbetween cmanufacturer cand cthe cbuyer, cthey care ctrying cto cinfluence cthe
cconsumer cand cinform cthem cabout cthe cbenefits cof cthe cproduct cand cpersuade cthem cto cbuy cthe cproduct
Promotion cMix c- cCORRECT cANS✔✔The clevers cand cstrategic ctools cthat ccompanies ccan cuse cto cturn cthe cdial cin cterms cof
chow cyou cbecome caware cand cpersuaded cof ca cparticular cproduct
Advertising c- cCORRECT cANS✔✔a cpaid, cnon-personal ccommunication cabout can corganization cand cits cproducts ctransmitted cto
ca ctarget caudience cthrough cmass cmedia
Personal cSelling c- cCORRECT cANS✔✔a cpaid, cpersonal ccommunication cthat caims cto cinform ccustomers cand cpersuade cthem
cto cpurchase cproducts cin can cexchange csituation
Public cRelations c- cCORRECT cANS✔✔a cbroad cset cof ccommunication cefforts cused cto ccreate cand cmaintain cfavorable
crelationships cbetween can corganization cand cits cstakeholders
Sales cPromotion c- cCORRECT cANS✔✔is can cactivity cor cmaterial cthat cacts cas ca cdirect cinducement coffering cadded cvalue cor
cincentive cfor cthe cproduct cto cresellers, csalespeople, cor ccustomers; cfree csamples, cgames, crebates, csweepstakes, ccontests,
cpremiums, cand ccoupons
Integrated cMarketing cCommunications c- cCORRECT cANS✔✔Coordination cof cpromotion cand cmarketing cefforts cfor cmaximum
cimpact
Goals cof cIMC c- cCORRECT cANS✔✔Consistent: c
-Consistent cmessage cto ccustomers
Coordinated:
-Coordinate/manage cpromotional cefforts cto cbe clogically cconnected
Complementary:
-Synchronization cto ccreate ca cgreater coverall ccampaign
Continuity:
-Use cmore cprecisely ctargeted cpromotional ctools cover ctime
Two cGeneral cPromo cStrategies c- cCORRECT cANS✔✔-Push cPolicy
-Pull cPolicy
Push cPolicy c- cCORRECT cANS✔✔-The cfirm cis ctargeting csomeone cwithin cthe cdistribution cnetwork
-Promoting ca cproduct conly cto cthe cnext cinstitution cdown cthe cmarketing cchannel
-The cproducer cpromotes cthe cproduct cto cwholesalers, cthe cwholesalers cpromote cit cto cretailers, cand cthe cretailers cpromote cit cto
cconsumers
-Trade cshows cand cpersonal cselling
-Push cmoney: calso cknown cas c"spiffs". cAn cextra ccommission cpaid cto cretail cemployees cto cpush cproducts
Pull cPolicy c- cCORRECT cANS✔✔-Promoting ca cproduct cdirectly cto cconsumers cto cdevelop cstrong cdemand cthat cpulls cproducts
cthrough cthe cmarketing cchannel
-Children's ctoys
-Ford cAustralia conly cproduces ca ccar cwhen cone cis cordered cby ca ccustomer; cDell cdid cthe csame cthing
Communication cProcess c- cCORRECT cANS✔✔-The cprocess cthat cdescribes cthe cexchange cof cinformation cbetween ctwo cor
cmore cpeople
-Messages care csent cthrough cchannels:
letters, cemail, cin cperson
The cSource c- cCORRECT cANS✔✔-the cperson cor corganization cthat chas cinformation cto cshare
-Company
, -Salesperson
-Celebrities cQ-scores
Q-scores c(Celebrities) c- cCORRECT cANS✔✔-The cway ccelebs cget cpaid cfor cpromotions
-Measure cof cfamiliarity cand cliking c
-Consumers clevel cof cfamiliarity cwith ca cname c- c% cwho chave cheard cof cher/him
-The cnumber cof crespondents cwho cindicate cthat ca cperson, cprogram cor ccharacter cis ca cfavorite
-The cscore cis ccalculated cby cdividing cthe ctwo cnumbers
-Some cargue cthat cQ cis cbetter cthan cNielsen
Encoding c- cCORRECT cANS✔✔-the cprocess cof cputting cwords, cthoughts, cmessages cinto csymbolic cform cin csuch ca cway cthat
cthey cwill cbe cunderstood cby cthe creceiver/consumer
- csymbols care cparticularly cgood cfor cthis
The cChannel c- cCORRECT cANS✔✔how cthe ccommunication ctravels cfrom cthe csource cto cthe creceiver
The cChannel cTwo cTypes c- cCORRECT cANS✔✔Nonpersonal cchannels: c
-no cpersonal ccontact cwith cconsumer
-Print, cbroadcast
Personal cchannels: c
-involves cdirect ccontact
-Direct cselling
-Salespeople
-WOM
-"Buzz cmarketing"
Buzz cMarketing c- cCORRECT cANS✔✔-a csubset cof c"viral cmarketing" cwherein ccompanies chire csocially cactive cconsumers cto
cpromote cproducts cto ctheir cfriends, crelatives, cand cacquaintances.
-consumers care ctypically cunaware cthat cthe cperson cis con cthe c"payroll"
Decoding c- cCORRECT cANS✔✔-The cprocess cof ctransforming cthe cmessage cback cinto cthought.
-The ckey cis cfor cthe cdecoded cmessage cto cresemble cthe cencoded cmessage.
-Problems ccan coccur cif cthere cis ctoo cmuch
Noise c- cCORRECT cANS✔✔-Anything cthat cinterferes cwith cor cdistorts cthe cmessage
Feedback c- cCORRECT cANS✔✔-The cfinal cpiece cof cthe ccommunications cprocess
-The creceiver's cresponse cto cthe cmessage.
-Can cbe cdifficult cto cassess
-One cway cto cget cfeedback cfrom cobjective csources
Response cMethods c- cCORRECT cANS✔✔Describe cthe cprocess cthat creceivers cmust cgo cthrough cbefore ca cdesired cbehavior
coccurs
Each cModel chas cthree csuccessive cstages: c- cCORRECT cANS✔✔Cognitive cstage: c
-the c"thinking" cstage c
-Where cthe creceiver cbecomes caware cof cthe cmessage
Affective cstage: c
-the c"feeling" cstage
-Where cthe creceiver cforms ca cliking cor cpreference cfor cthe cad cobject
Behavioral cstage: c
-the c"doing" cstage c
-Where cthe creceiver cacts con cthe cpreference
AIDA cModel c(attention c- cinterest c- cdesire c- caction) c- cCORRECT cANS✔✔-developed cfor cpersonal cselling c
-represents cthe cstages ca csalesperson cmust ctake ca ccustomer cthrough cto cinduce cpurchase
What cis cAdvertising? c- cCORRECT cANS✔✔-A cpaid cform cof cnonpersonal ccommunication cthat cis ctransmitted cto ca ctarget
caudience cthrough cmass cmedia
-Effective cadvertising ccan cinfluence ccustomers' cpurchasing cbehavior cthroughout ctheir clifetimes
-Most corganizations, ceven cnonprofits, cengage cin cadvertising
The cFirst cAds c- cCORRECT cANS✔✔-Newspaper c(1704)
-P&G cIvory cSoap c(1882 c- c$11,000)
-Coca-Cola c(1886)
-Automobile c(1898)
-Radio c- cHawthorne cCourt cApts, cQueens, cNY c(1922)
-Television c(1941)
-Banner cAd c(1994) c- cWired.com
Advertising cMediums c- cCORRECT cANS✔✔Movies, cTV, cand cVideo cGames:
-Product cplacement
-Mentions
-Interactivity
Newspaper, cdirect cmail, cmagazines:
