Marketing Final Assessment Questions and
Answers
Promotion - ANS-Communication by marketers that informs, persuades, and
reminds potential buyers of a product in order to influence an opinion or elicit a
response.
Promotional Strategy - ANS-A plan for the optimal use of the elements of
promotion: advertising, public relations, personal selling, and sales promotion.
Advertising - ANS-impersonal, one-way mass communication about a product or
organization that is paid for by a marketer.
Public Relations - ANS-the marketing function that evaluates public attitudes,
identifies areas within the organization the public may be interested in, and
executes a program of action to earn public understanding and acceptance.
Publicity - ANS-public information about a company, product, service, or issue
appearing in the mass media as a news item
Sales Promotion - ANS-marketing activities - other than personal selling,
advertising, and public relations - that stimulate consumer buying and dealer
effectiveness
Personal Selling - ANS-A purchase situation involving a personal paid for
communication between two people in an attempt to influence each other.
Communication process - ANS-Encodes message, sends message through a channel
of communication. Noise in the transmission channel distorts the source's intended
message. Reception occurs if the message falls within the receiver's frame of
reference. The receiver decodes the message and usually provides feedback to the
source. Normally, feedback is direct for interpersonal communication and indirect
for mass communication.
AIDA - ANS-an acronym identifying four persuasive steps or desired effects that a
brand message might have on customers and prospects: attention, interest, desire,
action. Advertising increases awareness/knowledge, sales promotion is good when
customers are in purchase stage, personal selling develops interest and desire.
Push strategy - ANS-a marketing strategy that uses aggressive personal selling and
trade advertising to convince a wholesaler or a retailer to carry and sell particular
merchandise.
Pull strategy - ANS-a marketing strategy that stimulates consumer demand to
obtain product distribution.
,Integrated Marketing Communications (IMC) - ANS-the careful coordination of all
promotion messages for a product or a service to assure the consistency of
messages at every contact point where a company meets the consumer.
Institutional advertising - ANS-a form of advertising designed to enhance a
company's image rather than promote a particular product
Product advertising - ANS-a form of advertising that touts the benefits of a specific
good or service
Advocacy advertising - ANS-a form of advertising in which an organization
expresses its views on controversial issues or responds to media attacks
Pioneering advertising - ANS-a form of advertising designed to stimulate primary
demand for a new product or product category
Competitive advertising - ANS-a form of advertising designed to influence demand
for a specific brand
Comparative advertising - ANS-A form of advertising that compares two or more
specifically named or shown competing brands on one or more specific attributes
Advertising campaign - ANS-a series of related advertisements focusing on a
common theme, slogan, and set of advertising appeals
Advertising Objective - ANS-a specific communication task that a campaign should
accomplish for a specified target audience during a specified period
Advertising Appeal - ANS-a reason for a person to buy a product
Unique Selling Approach - ANS-a desirable, exclusive, and believable advertising
appeal selected as the theme for a campaign
Medium - ANS-the channel used to convey a message to a target market.
Media planning - ANS-the series of decisions advertisers make regarding the
selection and use of media, allowing the marketer to optimally and cost-efficiently
communicate the message to the target audience.
Cooperative Advertising - ANS-An arrangement in which the manufacturer and the
retailer split the cost of advertising the manufacturer's brand
Media Mix - ANS-the combination of media to be used for a promotional campaign.
Cost per contact - ANS-the cost of reaching one member of the target market
Reach - ANS-the number of target consumers exposed to a commercial at least
once during a specific period, usually four weeks
, Frequency - ANS-the number of times an individual is exposed to a given message
during a specific period.
Media schedule - ANS-designation of the media, the specific publications or
programs, and the insertion dates of advertising
Continuous Media schedule - ANS-A media scheduling strategy in which advertising
is run steadily throughout the advertising period; used for products in the later
stages of the product life cycle.
Flighted Media Schedule - ANS-a media scheduling strategy in which ads are run
heavily every other month or every two weeks, to achieve a greater impact with an
increased frequency and reach at those times
Pulsing Media Schedule - ANS-a media scheduling strategy that uses continuous
scheduling throughout the year coupled with a flighted schedule during the best
sales periods
Seasonal Media Schedule - ANS-a media scheduling strategy that runs advertising
only during times of the year when the product is most likely to be used
Product Placement - ANS-a public relations strategy that involves getting a product,
service, or company name to appear in a movie, television show, radio program,
magazine, newspaper, video game, video or audio clip, book, or commercial for
another product; on the internet; or at special events
Sponsorship - ANS-a public relations strategy in which a company spends money to
support an issue, cause, or event that is consistent with corporate objectives, such
as improving brand awareness or enhancing corporate image.
Cause-related marketing - ANS-a type of sponsorship involving the association of a
for-profit company and a nonprofit organization; through the sponsorship, the
company's product or service is promoted, and money is raised for the nonprofit.
Crisis Management - ANS-a coordinated effort to handle all the effects of
unfavorable publicity or of another unexpected unfavorable event.
Consumer Sales Promotion - ANS-sales promotion activities targeting the ultimate
consumer.
Trade sales promotion - ANS-sales promotion activities targeting a marketing
channel member, such as a wholesaler or retailer.
Coupon - ANS-a certificate that entitles consumers to an immediate price reduction
when they buy the product
Rebate - ANS-a cash refund given for the purchase of a product during a specific
Answers
Promotion - ANS-Communication by marketers that informs, persuades, and
reminds potential buyers of a product in order to influence an opinion or elicit a
response.
Promotional Strategy - ANS-A plan for the optimal use of the elements of
promotion: advertising, public relations, personal selling, and sales promotion.
Advertising - ANS-impersonal, one-way mass communication about a product or
organization that is paid for by a marketer.
Public Relations - ANS-the marketing function that evaluates public attitudes,
identifies areas within the organization the public may be interested in, and
executes a program of action to earn public understanding and acceptance.
Publicity - ANS-public information about a company, product, service, or issue
appearing in the mass media as a news item
Sales Promotion - ANS-marketing activities - other than personal selling,
advertising, and public relations - that stimulate consumer buying and dealer
effectiveness
Personal Selling - ANS-A purchase situation involving a personal paid for
communication between two people in an attempt to influence each other.
Communication process - ANS-Encodes message, sends message through a channel
of communication. Noise in the transmission channel distorts the source's intended
message. Reception occurs if the message falls within the receiver's frame of
reference. The receiver decodes the message and usually provides feedback to the
source. Normally, feedback is direct for interpersonal communication and indirect
for mass communication.
AIDA - ANS-an acronym identifying four persuasive steps or desired effects that a
brand message might have on customers and prospects: attention, interest, desire,
action. Advertising increases awareness/knowledge, sales promotion is good when
customers are in purchase stage, personal selling develops interest and desire.
Push strategy - ANS-a marketing strategy that uses aggressive personal selling and
trade advertising to convince a wholesaler or a retailer to carry and sell particular
merchandise.
Pull strategy - ANS-a marketing strategy that stimulates consumer demand to
obtain product distribution.
,Integrated Marketing Communications (IMC) - ANS-the careful coordination of all
promotion messages for a product or a service to assure the consistency of
messages at every contact point where a company meets the consumer.
Institutional advertising - ANS-a form of advertising designed to enhance a
company's image rather than promote a particular product
Product advertising - ANS-a form of advertising that touts the benefits of a specific
good or service
Advocacy advertising - ANS-a form of advertising in which an organization
expresses its views on controversial issues or responds to media attacks
Pioneering advertising - ANS-a form of advertising designed to stimulate primary
demand for a new product or product category
Competitive advertising - ANS-a form of advertising designed to influence demand
for a specific brand
Comparative advertising - ANS-A form of advertising that compares two or more
specifically named or shown competing brands on one or more specific attributes
Advertising campaign - ANS-a series of related advertisements focusing on a
common theme, slogan, and set of advertising appeals
Advertising Objective - ANS-a specific communication task that a campaign should
accomplish for a specified target audience during a specified period
Advertising Appeal - ANS-a reason for a person to buy a product
Unique Selling Approach - ANS-a desirable, exclusive, and believable advertising
appeal selected as the theme for a campaign
Medium - ANS-the channel used to convey a message to a target market.
Media planning - ANS-the series of decisions advertisers make regarding the
selection and use of media, allowing the marketer to optimally and cost-efficiently
communicate the message to the target audience.
Cooperative Advertising - ANS-An arrangement in which the manufacturer and the
retailer split the cost of advertising the manufacturer's brand
Media Mix - ANS-the combination of media to be used for a promotional campaign.
Cost per contact - ANS-the cost of reaching one member of the target market
Reach - ANS-the number of target consumers exposed to a commercial at least
once during a specific period, usually four weeks
, Frequency - ANS-the number of times an individual is exposed to a given message
during a specific period.
Media schedule - ANS-designation of the media, the specific publications or
programs, and the insertion dates of advertising
Continuous Media schedule - ANS-A media scheduling strategy in which advertising
is run steadily throughout the advertising period; used for products in the later
stages of the product life cycle.
Flighted Media Schedule - ANS-a media scheduling strategy in which ads are run
heavily every other month or every two weeks, to achieve a greater impact with an
increased frequency and reach at those times
Pulsing Media Schedule - ANS-a media scheduling strategy that uses continuous
scheduling throughout the year coupled with a flighted schedule during the best
sales periods
Seasonal Media Schedule - ANS-a media scheduling strategy that runs advertising
only during times of the year when the product is most likely to be used
Product Placement - ANS-a public relations strategy that involves getting a product,
service, or company name to appear in a movie, television show, radio program,
magazine, newspaper, video game, video or audio clip, book, or commercial for
another product; on the internet; or at special events
Sponsorship - ANS-a public relations strategy in which a company spends money to
support an issue, cause, or event that is consistent with corporate objectives, such
as improving brand awareness or enhancing corporate image.
Cause-related marketing - ANS-a type of sponsorship involving the association of a
for-profit company and a nonprofit organization; through the sponsorship, the
company's product or service is promoted, and money is raised for the nonprofit.
Crisis Management - ANS-a coordinated effort to handle all the effects of
unfavorable publicity or of another unexpected unfavorable event.
Consumer Sales Promotion - ANS-sales promotion activities targeting the ultimate
consumer.
Trade sales promotion - ANS-sales promotion activities targeting a marketing
channel member, such as a wholesaler or retailer.
Coupon - ANS-a certificate that entitles consumers to an immediate price reduction
when they buy the product
Rebate - ANS-a cash refund given for the purchase of a product during a specific
