MAR 3023 UCF EXAM 5 correctly
answered already passed
advertising - correct answer A paid form of communication from an identifiable
source, delivered through a communication channel, and designed to persuade
the receiver to take some action now or in the future.
AIDA model - correct answer A common model of the series of mental stages
through which consumers move as a result of marketing communications:
Awareness leads to Interests, which lead to Desire, which leads to Action.
aided recall - correct answer An awareness metric that occurs when consumers
recognize a name (e.g., of a brand) that has been presented to them.
blog (weblog) - correct answer An online diary with periodic posts; corporate
blogs are a new form of marketing communications.
brand awareness - correct answer Measures how many consumers in a market
are familiar with the brand and what it stands for; created through repeated
exposures of the various brand elements (brand name, logo, symbol,
character, packaging, or slogan) in the firm's communications to consumers.
click-through rate (CTR) - correct answer The number of times a user clicks on
an online ad divided by the number of impressions.
communication channel - correct answer The medium—print, broadcast, the
Internet—that carries the message.
, decoding - correct answer The process by which the receiver interprets the
sender's message.
direct marketing - correct answer Sales and promotional techniques that
communicate directly with target customers to generate a response or
transaction.
encoding - correct answer The process of converting the sender's ideas into a
message, which could be verbal, visual, or both.
feedback loop - correct answer Allows the receiver to communicate with the
sender and thereby informs the sender whether the message was received and
decoded properly.
frequency - correct answer Measure of how often the audience is exposed to a
communication within a specified period of time.
gross rating points (GRP) - correct answer Measure used for various media
advertising—print, radio, or television; GRP = Reach × Frequency.
impressions - correct answer The number of times an advertisement appears in
front of the user.
integrated marketing communications (IMC) - correct answer Represents the
promotion dimension of the four Ps; encompasses a variety of communication
disciplines—general advertising, personal selling, sales promotion, public
relations, direct marketing, and electronic media—in combination to provide
clarity, consistency, and maximum communicative impact.
answered already passed
advertising - correct answer A paid form of communication from an identifiable
source, delivered through a communication channel, and designed to persuade
the receiver to take some action now or in the future.
AIDA model - correct answer A common model of the series of mental stages
through which consumers move as a result of marketing communications:
Awareness leads to Interests, which lead to Desire, which leads to Action.
aided recall - correct answer An awareness metric that occurs when consumers
recognize a name (e.g., of a brand) that has been presented to them.
blog (weblog) - correct answer An online diary with periodic posts; corporate
blogs are a new form of marketing communications.
brand awareness - correct answer Measures how many consumers in a market
are familiar with the brand and what it stands for; created through repeated
exposures of the various brand elements (brand name, logo, symbol,
character, packaging, or slogan) in the firm's communications to consumers.
click-through rate (CTR) - correct answer The number of times a user clicks on
an online ad divided by the number of impressions.
communication channel - correct answer The medium—print, broadcast, the
Internet—that carries the message.
, decoding - correct answer The process by which the receiver interprets the
sender's message.
direct marketing - correct answer Sales and promotional techniques that
communicate directly with target customers to generate a response or
transaction.
encoding - correct answer The process of converting the sender's ideas into a
message, which could be verbal, visual, or both.
feedback loop - correct answer Allows the receiver to communicate with the
sender and thereby informs the sender whether the message was received and
decoded properly.
frequency - correct answer Measure of how often the audience is exposed to a
communication within a specified period of time.
gross rating points (GRP) - correct answer Measure used for various media
advertising—print, radio, or television; GRP = Reach × Frequency.
impressions - correct answer The number of times an advertisement appears in
front of the user.
integrated marketing communications (IMC) - correct answer Represents the
promotion dimension of the four Ps; encompasses a variety of communication
disciplines—general advertising, personal selling, sales promotion, public
relations, direct marketing, and electronic media—in combination to provide
clarity, consistency, and maximum communicative impact.
