Download ISC491 Mastery Exam Questions and Answers: Marketing Terminology and Concepts and more Exams Social Sciences in PDF only on Docsity!
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Price, Place, Promotion, Product - correct answer ✅4 Ps American Association of Advertising Agencies - correct answer ✅AAAA American Advertising Federation - correct answer ✅AAF Agency on Record - correct answer ✅AOR Attention, Interest, Desire, Action - correct answer ✅AIDA Business to Business - correct answer ✅B2B Business to Consumer - correct answer ✅B2C
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Brand Development Index - correct answer ✅BDI Category Development Index - correct answer ✅CDI Call for Proposal - correct answer ✅CFP Cost per Thousand - correct answer ✅CPM Cost per Acquisition - correct answer ✅CPA Cost per Click - correct answer ✅CPC Cost per Conversion - correct answer ✅CPC (2nd)
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Gross Rating Point - correct answer ✅GRP Interactive Advertising Bureau - correct answer ✅IAB Institute of Sales Promotion/Internet service provider - correct answer ✅ISP Key Performance Indicator - correct answer ✅KPI Location Based Marketing - correct answer ✅LBM Lifetime value - correct answer ✅LTV Mobile Marketing Association - correct answer ✅MMA
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Multimedia Messaging Service - correct answer ✅MMS National Advertising Review Board - correct answer ✅NARB Net Promoter Score - correct answer ✅NP Score Public Relations Society of America - correct answer ✅PRSA Point of purchase - correct answer ✅POP Point of sale - correct answer ✅POS Public Service Announcement - correct answer ✅PSA
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Research Question - correct answer ✅RQ Securities & Exchange Commission - correct answer ✅SEC Search Engine Optimization - correct answer ✅SEO Search Engine Marketing - correct answer ✅SEM Short Message Service - correct answer ✅SMS Strengths, Weaknesses, Opportunities, Threats - correct answer ✅SWOT Specific, Measurable, Actionable, Realistic, Time-focused - correct answer ✅SMART
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Social Media Press Release - correct answer ✅SMPR Target Rating Point - correct answer ✅TRP Unique Selling Point - correct answer ✅USP Universal Minimum Advertised Price - correct answer ✅UMAP User Generated Content - correct answer ✅UGC Video News Release - correct answer ✅VNR Virtual Reality - correct answer ✅VR
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-Introduce digital sampling -Launch a rewards program Tai Pei Tactics - correct answer ✅-ThruVu -Influencer Kits -Festival appearances -Millennial Madness, etc. Marketing Objective - correct answer ✅Include business goals The group of goals set by a business when promoting its products or services to potential consumers that should be achieved within a given time frame. Communication Objective - correct answer ✅Desired outcomes resulting from communicating with desired publics (i.e. Goals) Meeting these objectives leads to attaining marketing goal.
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- Change in behavior
- Change in attitude (feelings & beliefs) / New or existing
- Increase awareness Objective - correct answer ✅a goal for a campaign Strategy - correct answer ✅your planned mode of communication to achieve the objectives. Includes insights, facts, and direction. Channels. Roadmap. Tactic - correct answer ✅the specific actions you take as part of your strategic plan as you work to obtain the communication objective Quantitative Data - correct answer ✅involves information or data in the form of numbers. this allows us to measure or to quantify a whole range of things ex: survey
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Roadblocking - correct answer ✅in television, the placement of commercials in all major television networks in the same period of time Traditional Roadblocking - correct answer ✅in television, media buyers sometimes use roadblocking, which means the placement of commercials in all major television networks in the same period of time. no matter which television channel an audience member tunes in at that time, they have the opportunity to watch the commercial. this approach has become more expensive and less effective recently because of increasing fragmentation of television audience. Online Roadblocking - correct answer ✅a media planner can buy all the advertising on a web site for a 24 hour period, such as Coke did for its launch of C and Ford did for its launch of the F- Target Audience - correct answer ✅the people whom the media plan attempts to influence through various forms of brand contact
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Demographics - correct answer ✅including gender, age, education, household income, marital status, employment status, type of residence, and number of children in the household Psychographics - correct answer ✅a generic terms for consumers' personality traits (serious, funny, conservative), beliefs and attitudes about social issues (opinions about abortion, environment, globalization), personal interests (music, sports, movies), and shopping orientations (recreational shoppers, price-sensitive shoppers, convenience shoppers) General Cohorts - correct answer ✅like to have had similar experiences during their formative years, they maintain analogous social views, attitudes, and values. Each of them possesses distinct characteristics in their lifestyles and often serves as a reference group from which finer segments of the target audiences can be selected for specific advertising campaigns Brand Usage - correct answer ✅the use of a specific brand such as Special K cereal or Dove soap
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Frequency - correct answer ✅the average number of times an audience is reached by media vehicles Gross Rating Point - correct answer ✅equal to reaching 1% of a universe CPM - correct answer ✅cost per thousand circulation or impressions. equals Cost/Audience x 1000. used to compare the cost efficiency of media vehicles Social Media Metrics - correct answer ✅mentions, sentiment, reach/exposure, engagement, share of voice, influence Mentions - correct answer ✅The act of tagging another user's handle or account name in a social media message. Typically trigger a notification for that user and are a key part of what makes social media "social".
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Sentiment - correct answer ✅an attempt to understand how an audience feels about a brand, company, or product based on data collected from social media Reach/exposure - correct answer ✅a data metric that determines the potential size of audience any given message could reach. it does not mean that the entire audience will see your social media post, but rather tells you the maximum amount of people your post could potentially reach. Engagement - correct answer ✅the acts of talking to, messaging or otherwise interacting with other people on social networks. at this simplest, social media engagement is any interaction you have with other users. Share of Voice - correct answer ✅a metric for understanding how many social media mentions a particular brand is receiving in relation to its competition. usually measured as a percentage of total mentions within an industry or among a defined group of competitors.
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EX: in virtual worlds, where users communicate and interact in real time can be used to connect with customers, provide info and experiences and obtain customer input satisfaction - correct answer ✅this can only happen if interaction between a seller and a customer, or among the members of a community including seller and customers because of this seller and customer will stay connected and continue to interact with one another and progress towards engagement retention - correct answer ✅can result from either overall satisfaction over time or highly positive emotions commitment - correct answer ✅calculative - more rational and results from a lack of choice or switching costs affective - more emotional and results from the trust and reciprocity in a relationship
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advocacy - correct answer ✅customers who are happy with the experience they encounter with your brand are likely to recommend your brand to their peers. empowers them with the ability to easily spread the word on behalf of your business engagement - correct answer ✅requires affective commitment as well as calculative commitment or trust as well as commitment between sellers and customers. expands the role of customers by including them in the value adding process as co-creators of value. Breakaway Campaign - correct answer ✅campaign that stands out in the crowd because it cuts through the clutter, connects with the customer, differentiates the brand from all of it's competitors, at its sells. it "has legs" and can live beyond the initial launch; it sustains a brand by evolving over time. it is high risk for high reward
