MKT 3401 QUESTIONS AND ANSWERS
In the review session, Karam said "after the first exam in this class, everything is about
_____ _____." - Answer -Promotional Mix
_____ is the act of communicating with the consumer in order to persuade them to buy
your product or switch to another product. - Answer -Promotion
_____ is defined as "to inform, persuade, or remind you to do something." - Answer -
Advertising
This component of the promotional mix is critical, and helps a business or person in
gaining exposure. - Answer -Advertising
Name the 4 parts of Promotional Mix - Answer -1) Advertising
2) Public relations
3) Sales promotions
4) Personal selling
Promotional Mix:
What are the two types of advertising? - Answer -1) Product Advertising
2) Institutional Advertising
Promotional Mix:
This (one of the two types of advertising) is defined as "looking at the benefits and
attributes and packing the product in an appealing way." - Answer -Product Advertising
Coca-Cola and Coke Zero changing their label to their ideal customer lead to sales
jumping 1% (a lot). - Answer -Product Advertising
This type of advertising is "aimed at the promotion and reframing of a company's
brand." (improving the brand) - Answer -Institutional Advertising
1. BP Oil
2. Walmart and veterans
3. Harley Davidson
All examples of _____ _____. - Answer -Institutional Advertising
In institutional advertising, companies must be careful not to _____ people. - Answer -
offend
, What was Harley Davidson's institutional advertising dilemma? - Answer -Rebranding
to appeal to women and international customers without offending their loyal customers.
In the review session, Karam mentioned _____ to be a significant type of Advertising,
not just in sports but in all industries. - Answer -Sponsorship
True or False
Sponsorships are a type of advertising - Answer -True
True or False
Sponsorships can fail for a multitude of reasons - Answer -True
According to Karam, companies who wish to sponsor a major organization must be
prepared to deliver a good _____ as to why they deserve the job. - Answer -
Presentation
What were the two specific methods of advertising that Karam focused on in the review
session? - Answer -1) Product Placement
2) Sponsorship
In the note set, how did "Gallery Furniture Mattress Mack" (Jim McIngvale) skyrocket to
the top of the furniture business? - Answer -Advertising via Television from 1am-3am,
boosted his sales because he found his target audience
How did "Gallery Furniture Mattress Mack" greatly increase the value of his brand in the
eyes of the public? (not tv) - Answer -He opened the doors of his warehouse to
Hurricane Harvey victims.
What is it called when a company pays to have their product shown in a movie, TV
show, broadcast? - Answer -Product Placement
M&M's and ET. Trying to get screen time - Answer -Product Placement
Karam: "In sponsorship, _____ matter." - Answer -Reputations
_____ is defined as "whenever a company enters into a contractural agreement in order
to gain access/entry into a venue for the sake of gaining certain benefits. - Answer -
Sponsorship
Name two benefits a company can reap from seeking sponsorships. - Answer -1)
Exposure
2) Visibility
"_____ is a high end form or product placement." - Answer -Sponsorship
In the review session, Karam said "after the first exam in this class, everything is about
_____ _____." - Answer -Promotional Mix
_____ is the act of communicating with the consumer in order to persuade them to buy
your product or switch to another product. - Answer -Promotion
_____ is defined as "to inform, persuade, or remind you to do something." - Answer -
Advertising
This component of the promotional mix is critical, and helps a business or person in
gaining exposure. - Answer -Advertising
Name the 4 parts of Promotional Mix - Answer -1) Advertising
2) Public relations
3) Sales promotions
4) Personal selling
Promotional Mix:
What are the two types of advertising? - Answer -1) Product Advertising
2) Institutional Advertising
Promotional Mix:
This (one of the two types of advertising) is defined as "looking at the benefits and
attributes and packing the product in an appealing way." - Answer -Product Advertising
Coca-Cola and Coke Zero changing their label to their ideal customer lead to sales
jumping 1% (a lot). - Answer -Product Advertising
This type of advertising is "aimed at the promotion and reframing of a company's
brand." (improving the brand) - Answer -Institutional Advertising
1. BP Oil
2. Walmart and veterans
3. Harley Davidson
All examples of _____ _____. - Answer -Institutional Advertising
In institutional advertising, companies must be careful not to _____ people. - Answer -
offend
, What was Harley Davidson's institutional advertising dilemma? - Answer -Rebranding
to appeal to women and international customers without offending their loyal customers.
In the review session, Karam mentioned _____ to be a significant type of Advertising,
not just in sports but in all industries. - Answer -Sponsorship
True or False
Sponsorships are a type of advertising - Answer -True
True or False
Sponsorships can fail for a multitude of reasons - Answer -True
According to Karam, companies who wish to sponsor a major organization must be
prepared to deliver a good _____ as to why they deserve the job. - Answer -
Presentation
What were the two specific methods of advertising that Karam focused on in the review
session? - Answer -1) Product Placement
2) Sponsorship
In the note set, how did "Gallery Furniture Mattress Mack" (Jim McIngvale) skyrocket to
the top of the furniture business? - Answer -Advertising via Television from 1am-3am,
boosted his sales because he found his target audience
How did "Gallery Furniture Mattress Mack" greatly increase the value of his brand in the
eyes of the public? (not tv) - Answer -He opened the doors of his warehouse to
Hurricane Harvey victims.
What is it called when a company pays to have their product shown in a movie, TV
show, broadcast? - Answer -Product Placement
M&M's and ET. Trying to get screen time - Answer -Product Placement
Karam: "In sponsorship, _____ matter." - Answer -Reputations
_____ is defined as "whenever a company enters into a contractural agreement in order
to gain access/entry into a venue for the sake of gaining certain benefits. - Answer -
Sponsorship
Name two benefits a company can reap from seeking sponsorships. - Answer -1)
Exposure
2) Visibility
"_____ is a high end form or product placement." - Answer -Sponsorship
