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UCF MAR 3023 Exam 5 Review Questions with Correct Answers
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UCF MAR 3023 Exam 5 Review Questions with Correct Answers
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UCF MAR 3023 Exam 5 Review Questions withCorrect Answers
If you found this helpful, *Venmo* me @*ASerros* to show your
appreciation! Good luck! Correct Answer-
What is *Integrated Marketing Communications (IMC)*? Correct
Answer-Represents the promotion dimension of the four Ps;
encompasses a variety of communication disciplines—general
advertising, personal selling, sales promotion, public relations, direct
marketing, and electronic media—in combination to provide clarity,
consistency, and maximum communicative impact.
What is *Objective-and-Task Method*? Correct Answer-An IMC
budgeting method that determines the cost required to undertake specific
tasks to accomplish communication objectives; process entails setting
objectives, choosing media, and determining costs.
What is *Frequency*? Correct Answer-Measure of how often the
audience is exposed to a communication within a specified period of
time.
What is *Reach*? Correct Answer-Measure of consumers' exposure to
marketing communications; the percentage of the target population
exposed to a specific marketing communication, such as an
advertisement, at least once.
, What is *Relevance*? Correct Answer-Describes how useful an ad
message is to the consumer doing the search.
What is *Sentiment Analysis*? Correct Answer-Sentiment analysis
allows marketers to analyze comments posted by consumers on sites
such as Facebook and Twitter, to assess the favorableness or
unfavorableness about a company and its products.
What is an *Advertising Schedule*? Correct Answer-The specification
of the timing and duration of advertising.
What is a *Continuous Schedule*? Correct Answer-Runs steadily
throughout the year and therefore is suited to products and services that
are consumed continually at relatively steady rates and that require a
steady level of persuasive or reminder advertising.
What is a *Flighting Schedule*? Correct Answer-An advertising
schedule implemented in spurts, with periods of heavy advertising
followed by periods of no advertising.
What is a *Pulsing Schedule*? Correct Answer-Combines the
continuous and flighting schedules by maintaining a base level of
advertising but increasing advertising intensity during certain periods.
What are *Gross Rating Points (GRP)*? Correct Answer-Measure used
for various media advertising—print, radio, or television; GRP = Reach
× Frequency.
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