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BUAD 471 Exam #1 Bambach Questions with
Detailed Verified Answers
American Marketing Association (AMA) marketing definition
Ans: the process of planning and executing the conception, pricing, promotion, and
distribution of ideas, goods, and services to create exchanges that satisfy individual and
organizational objectives
What are consumer's perceptions of a company a combination of?
Ans: Consumers' perceptions of a company and/or its various brands are a synthesis of
the bundle of messages they receive or contacts they have, such as media
advertisements, price, package design, direct-marketing efforts, publicity, sales
promotions, websites, point-of-purchase displays, and even the type of store where a
product or service is sold
What does the IMC approach seek?
Ans: The integrated marketing communications approach seeks to have all of a
company's marketing and promotional activities project a consistent, unified image to
the marketplace; It recognizes that every customer interaction with a company or
brand across a host of contact points represents an opportunity to deliver on the brand
promise, strengthen customer relationships and deepen loyalty
Integrated Marketing Communication (IMC)
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Ans: A strategic business process used to plan, develop, execute and evaluate
coordinated, measurable, persuasive brand communications programs over time with
consumers, customers, prospects, employees, associates and other targeted relevant
external and internal audiences. The goal is to generate both short-term financial
returns and build long-term brand and shareholder value
Brand identity
Ans: Combination of name, logo, symbols, design, packaging, and performance of a
product or service as well as the image or type of associations that come to mind when
consumers think about a brand
Promotional Mix Elements (6)
Ans: -advertising
-personal selling
-public relations/publicity
-sales promotion
-direct marketing
-digital/internet marketing
Advertising
Ans: any paid form of non-personal communication about an organization, product,
service, or idea by an identified sponsor; non personal means mass media
Advertising to consumer markets
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Ans: 1. national advertising
2. retail/local advertising
3. primary/selective demand advertising
National advertising
Ans: done by large companies on a nationwide basis or in most regions of the country;
mostly well-known brands with ads on prime-time TV
Retail/local advertising
Ans: advertising done by retailers or local merchants to encourage consumers to shop
at a specific store, use a local service, or patronize a particular establishment; usually
direct-action advertising to increase foot traffic
Primary-demand advertising
Ans: designed to stimulate demand for the general product class or entire industry;
usually used when a brand dominates a market and can benefit most from market
growth
Selective-demand advertising
Ans: focuses on creating demand for a specific company's brands
Advertising to business and professional markets
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Ans: 1. Business-to-Business Advertising
2. Professional Advertising
3. Trade Advertising
Business-to-business advertising
Ans: Targets individuals who buy or influence the purchase of industrial goods or
services for their companies
Professional advertising
Ans: Targets professionals (doctors, lawyers, professors, etc.), encouraging them to use
a company's product in their business operations
Trade advertising
Ans: Targets marketing channel members, encouraging them to stock, promote, and
resell the manufacturer's branded products to their customers
Direct marketing methods
© Get it right 2025 Getaway - Stuvia US All rights reserved
BUAD 471 Exam #1 Bambach Questions with
Detailed Verified Answers
American Marketing Association (AMA) marketing definition
Ans: the process of planning and executing the conception, pricing, promotion, and
distribution of ideas, goods, and services to create exchanges that satisfy individual and
organizational objectives
What are consumer's perceptions of a company a combination of?
Ans: Consumers' perceptions of a company and/or its various brands are a synthesis of
the bundle of messages they receive or contacts they have, such as media
advertisements, price, package design, direct-marketing efforts, publicity, sales
promotions, websites, point-of-purchase displays, and even the type of store where a
product or service is sold
What does the IMC approach seek?
Ans: The integrated marketing communications approach seeks to have all of a
company's marketing and promotional activities project a consistent, unified image to
the marketplace; It recognizes that every customer interaction with a company or
brand across a host of contact points represents an opportunity to deliver on the brand
promise, strengthen customer relationships and deepen loyalty
Integrated Marketing Communication (IMC)
© Get it right 2025 Getaway - Stuvia US All rights reserved
,Click here for more: Scholars nexus
Ans: A strategic business process used to plan, develop, execute and evaluate
coordinated, measurable, persuasive brand communications programs over time with
consumers, customers, prospects, employees, associates and other targeted relevant
external and internal audiences. The goal is to generate both short-term financial
returns and build long-term brand and shareholder value
Brand identity
Ans: Combination of name, logo, symbols, design, packaging, and performance of a
product or service as well as the image or type of associations that come to mind when
consumers think about a brand
Promotional Mix Elements (6)
Ans: -advertising
-personal selling
-public relations/publicity
-sales promotion
-direct marketing
-digital/internet marketing
Advertising
Ans: any paid form of non-personal communication about an organization, product,
service, or idea by an identified sponsor; non personal means mass media
Advertising to consumer markets
© Get it right 2025 Getaway - Stuvia US All rights reserved
,Click here for more: Scholars nexus
Ans: 1. national advertising
2. retail/local advertising
3. primary/selective demand advertising
National advertising
Ans: done by large companies on a nationwide basis or in most regions of the country;
mostly well-known brands with ads on prime-time TV
Retail/local advertising
Ans: advertising done by retailers or local merchants to encourage consumers to shop
at a specific store, use a local service, or patronize a particular establishment; usually
direct-action advertising to increase foot traffic
Primary-demand advertising
Ans: designed to stimulate demand for the general product class or entire industry;
usually used when a brand dominates a market and can benefit most from market
growth
Selective-demand advertising
Ans: focuses on creating demand for a specific company's brands
Advertising to business and professional markets
© Get it right 2025 Getaway - Stuvia US All rights reserved
, Click here for more: Scholars nexus
Ans: 1. Business-to-Business Advertising
2. Professional Advertising
3. Trade Advertising
Business-to-business advertising
Ans: Targets individuals who buy or influence the purchase of industrial goods or
services for their companies
Professional advertising
Ans: Targets professionals (doctors, lawyers, professors, etc.), encouraging them to use
a company's product in their business operations
Trade advertising
Ans: Targets marketing channel members, encouraging them to stock, promote, and
resell the manufacturer's branded products to their customers
Direct marketing methods
© Get it right 2025 Getaway - Stuvia US All rights reserved
