EXAM 1

Question 1

Market Communication

Answer 1

communicates key marketing messages to target audience

Question 2

Marketing Mix

Answer 2

Four tools of product, price, plays, and promotion

Question 3

Producer Suppliers

Answer 3

Companies producers obtain materials from to produce their product

Question 4

Consumer Market

Answer 4

Selling products to general audience

Question 5

B2B

Answer 5

Organizations that produce products for other businesses in their operations or resale

Question 6

Institutional Markets

Answer 6

Nonprofits that buy products to use in delivering their services

Question 7

Channel Markets

Answer 7

Members of distribution chain including resellers

Question 8

Consumers need for the product is…

Answer 8

The goal of marketing achieved by matching the products availability to

Question 9

Supply chain

Answer 9

Complex network of vendors that produce components sold to manufacturers

Question 10

Most marketing communication dollars are spent on…

Answer 10

Consumer markets

Question 11

All communications

Answer 11

One voice

Question 12

IMC

Answer 12

Unifying all market communication efforts so they send consisten brand message to audience

Question 13

Intangible feature of brand

Answer 13

Products perceived value

Question 14

Brand equity

Answer 14

Financial value brand contributes to company

Question 15

Brand extension

Answer 15

Use of established brand name with related line of products

Question 16

Domestic approach marketing

Answer 16

Tries to make accommodations in marketing mix for cultural differences

Question 17

Brand relationship strategies

Answer 17

Build long term loyalty with customers

Question 18

Identification

Answer 18

Basic function of advertising

Question 19

Strategy

Answer 19

Measurable objectives in areas of sales and reputation

Question 20

Broadcast media

Answer 20

Radio and TV

Question 21

Advertising campaign

Answer 21

Set of related ads that are variations on a theme

Question 22

Providing information

Answer 22

Explain how product works in campaign

Question 23

PT Barnum

Answer 23

Conducted first full ad campaign

Question 24

Account executive

Answer 24

Serves as a bridge between advertising client and ad agency

Question 25

PSA

Answer 25

Type of PR that deals with public welfare issues that run for free

Question 26

Advertiser

Answer 26

Person or organization that uses advertising to send message about product

Question 27

In house agency

Answer 27

Agency within organization that performs all tasks an outside agency would

Question 28

Creative boutique

Answer 28

Small ad agency that concentrates entirely on preparing creative execution of product

Question 29

Media buying service

Answer 29

Purchase media at low cost because it can group several clients purchases together

Question 30

Key players in advertising

Answer 30

Advertiser, agency, media, suppliers

Question 31

What was the first main for of compensation ?

Answer 31

15% commission

Question 32

Social versus economic debate

Answer 32

Questions whether advertising creates or reflects social values

Question 33

Cultural imperialism

Answer 33

When western culture is imposed on others

Question 34

Federal trade commission

Answer 34

Provides regulations protecting costumers from misleading claims

Question 35

Puffery

Answer 35

Advertising that praises product with exaggerations with no facts

Question 36

Comparative advertising

Answer 36

Message strategy that compares features with another brand

Question 37

Shockvertising

Answer 37

Attracts attention

Question 38

Demand creation

Answer 38

External message creates want

Question 39

Marketing imperialism

Answer 39

Practices that result in imposing foreign cultural values on local culture with different values

Question 40

Culture imperialism

Answer 40

Impact of western culture on traditional culture

Question 41

False advertising

Answer 41

Misleading untrue message

Question 42

Endorsement

Answer 42

Advertising done by individual the make consumer believe opinion on product

Question 43

Blogola

Answer 43

Influencers paid to endorse product as a customer

Question 44

Code of ethics

Answer 44

Help guide toward ethical behavior

Question 45

Self regulation

Answer 45

Advertisers establish ethical standards that anticipate complaints

Question 46

Self discipline

Answer 46

Develop own norms

Question 47

Local group

Answer 47

Provide local businesses with advice concerning legal aspects of advertising

Question 48

FCC

Answer 48

Regulates radio and TV communications

Question 49

BATF

Answer 49

Regulates advertising and requirements for alcohol

Question 50

Deceptive advertising

Answer 50

Misleads consumer with false claims and not disclosing facts

Question 51

Claim substantiation

Answer 51

Advertiser should have reasonable basis for making claim about product performance

Question 52

Corrective advertising

Answer 52

Advertiser runs message correcting false impressions

Question 53

Consumer redress

Answer 53

Refunds or sends public notification