Exam 2 Questions

Chapter 4:
1. What are the five steps in developing a promotion opportunity analysis?

A. Conducting a communications marketing analysis.
B. Establishing objectives.
C. Creating a budget.
D. Preparing a promotional strategy.
E. Matching tactics with the strategy.

2. Name the three types of customers.

A. Current Company Customers
B. The Competitions Customers
C. Potential New Customers

Chapter 5

1. What are the 5 criteria when deciding to use in-house department or external agencys?

A. The size of the account.
B.The money that can be spent on media.
C. The objectivity factor.
D. The complexity of t5.
E. Creativity concerns

2. What are factors in agency selection?

A. Chemistry
B. Heavy Hitter - Person who has the task of "closing the deal"
C. Make choice and notify all competing companies of the decision

Chapter 6

1. What are the elements of a creative breif?

A. The Objective of the ad
B. The target audience
C. The message theme
D. The support
E. Any constraints to be included

2. What are the 6 steps a consumer goes through when contemplating the purchase of a product?

A. Awareness
B. Knowledge
C. Liking
D. Preference
E. Conviction
F. The actual purchase