Final Exam

Question 1

360-degree marketing planning communication

Answer 1

refers to the idea that the communication is universal and the vision of the brand stays consistent. The “view” extends beyond communications to customer service, sales, product quality, etc.

Question 2

Advertising

Answer 2

paid persuasive. communication that. uses mass and. interactive media to connect to an identified sponsor

Question 3

?

Answer 3

the firm is responsible for creating ads. and. commercials and purchasing. mediator them to run on behalf of the advertising client is..

Question 4

Those who write and design advertising are generally considered to be part of which advertising agency department?

Answer 4

The creative department

Question 5

The job function inside an advertising agency that acts as “liaison” with the client and takes responsibility for the way the account is managed and tended?

Answer 5

Account service

Question 6

This type of advertising is usually done on behalf of a good cause.

Answer 6

Public Service Advertising

Question 7

This type of advertising can help to establish a corporate identity or help win people over to the organization’s point of few

Answer 7

?

Question 8

This various marketing communication messages and brand experiences. that. create and maintain. a. brand are referred to collectively as..

Answer 8

Brand communication/branding

Question 9

T or F. A stakeholder is always the same thing as a target or a public

Answer 9

False

Question 10

Advertising agencies are paid based on..?

Answer 10

fees, commissions, and retainers

Question 11

the management function that establishes mutually beneficial relationships between an organization and the publics on whom its success or failure

Answer 11

PR

Question 12

direct-response advertising

Answer 12

a type of marketing communication that achieves an action-oriented objective as a result of the advertising message

Question 13

integrated marketing communication (IMC)

Answer 13

the practice of unifying all marketing communication efforts so they send a consistent brand message to target audiences

Question 14

four key components of advertising

Answer 14

strategy, message, media, evaluation

Question 15

AIDA stands for

Answer 15

Attention Interest Desire Action

Question 16

Sales promotion seeks to what kind of effects/results?

Answer 16

Immediate

Question 17

Logos; Pathos

Answer 17

Cognition (think/understand); Emotion (feel)

Question 18

This facet refers to how consumers search for and make sense of info as well as how they learn and understand something

Answer 18

Cognition

Question 19

Since promotions are so focused on action, what is the primary measure of effectiveness?

Answer 19

Sales volume

Question 20

A term used in the radio industry to refer to the idea of making a narrative come to life over the radio. Radio writers are fulfilling this strategy by making sure that any listener can visualize the story even though they cannot physically see it and they do this by using sound effects, voices, and music to place visuals in the listeners’ imagination.

Answer 20

Theater of mind

Question 21

4 P’s in Marketing Communications

Answer 21

Produce Place, Price, Promotion