Marketing 441 Exam 1 – Study Guide, Practice Questions & Exam Review
Exposure - ✔✔People are exposed to 3,000 ads per day. Consistency and multiple exposure
helps people remember your ad.
Value - ✔✔Benefit vs Cost
Marketing Mix - ✔✔Product, Price, Place, Promotion
Importance of IMC - ✔✔Fragmented media consumption, so many medium, and it reaches
and surrounds people more.
Elements of the Promotional Mix - ✔✔1. advertising
2. direct marketing
3. digital/internet marketing
4. sales promotion
5. publicity/public relations
6. personal selling
Advertising - ✔✔Paid and non-personal, not targeting one person but rather 1,000s. Brand
equity, reaches many, could be for a class or industry, etc.
Direct Marketing - ✔✔Communicates directly with customer to elicit immediate response.
Database management and direct selling, telemarketing, DM, etc.
Digital Marketing - ✔✔Interactive media, social media, mobile marketing (w/location), easy to
track results.
, Sales Promotion - ✔✔Extra value incentives, coupons, sales, urgency (expiration date), sales
contests, rebates, etc.
Primary Demand - ✔✔Stimulates demand for the general product class or entire industry
Selective Demand - ✔✔Creates demand for a specific company's brands
PR/ Publicity - ✔✔Non-personal but not directly paid for or run under identified sponsorship.
High credibility, low/no costs.
Pros and Cons of PR - ✔✔Pro: can set a positive image.
Con: negative stories can be damaging.
Personal Selling - ✔✔Salesperson (1-1), used to sell big items, tailor with individual messages.
B2B - ✔✔Target businsses
Mobile Marketing - ✔✔Phone (location based)
Direct Response Advertising - ✔✔a direct marketing approach that allows the consumer to
respond to a message by immediately contacting the provider to ask questions or order the
product (coupons, etc)
Professional Selling - ✔✔Selling to law firms, etc.
Contact and Touch Points - ✔✔Every opportunity a person has to interact with your brand
throughout their day.
Exposure - ✔✔People are exposed to 3,000 ads per day. Consistency and multiple exposure
helps people remember your ad.
Value - ✔✔Benefit vs Cost
Marketing Mix - ✔✔Product, Price, Place, Promotion
Importance of IMC - ✔✔Fragmented media consumption, so many medium, and it reaches
and surrounds people more.
Elements of the Promotional Mix - ✔✔1. advertising
2. direct marketing
3. digital/internet marketing
4. sales promotion
5. publicity/public relations
6. personal selling
Advertising - ✔✔Paid and non-personal, not targeting one person but rather 1,000s. Brand
equity, reaches many, could be for a class or industry, etc.
Direct Marketing - ✔✔Communicates directly with customer to elicit immediate response.
Database management and direct selling, telemarketing, DM, etc.
Digital Marketing - ✔✔Interactive media, social media, mobile marketing (w/location), easy to
track results.
, Sales Promotion - ✔✔Extra value incentives, coupons, sales, urgency (expiration date), sales
contests, rebates, etc.
Primary Demand - ✔✔Stimulates demand for the general product class or entire industry
Selective Demand - ✔✔Creates demand for a specific company's brands
PR/ Publicity - ✔✔Non-personal but not directly paid for or run under identified sponsorship.
High credibility, low/no costs.
Pros and Cons of PR - ✔✔Pro: can set a positive image.
Con: negative stories can be damaging.
Personal Selling - ✔✔Salesperson (1-1), used to sell big items, tailor with individual messages.
B2B - ✔✔Target businsses
Mobile Marketing - ✔✔Phone (location based)
Direct Response Advertising - ✔✔a direct marketing approach that allows the consumer to
respond to a message by immediately contacting the provider to ask questions or order the
product (coupons, etc)
Professional Selling - ✔✔Selling to law firms, etc.
Contact and Touch Points - ✔✔Every opportunity a person has to interact with your brand
throughout their day.
