BRIGHTSTARS EXAM STUDY SOLUTIONS 8/15/2024 2:05 PM
BUAD 307 Final Exam Questions With
Correct Answers
Understand basic types of social media (3) - answer✔✔Three types of social media that all aim
to 1) allow members to promote themselves 2) allow sites to gain members 3) allow companies
to promote products/services to potential consumers on the site. The three types of social media
are Social Networks, Media-Sharing Sites, and Thought Sharing Blogs. Social networks are like
facebook or linkedin where users to promote relationships, professional lives, information, or
talent. These sites are good for creating excitement. Media-Sharing sites are like instagram and
youtube that all consumers to experience and engage with company products. Thought sharing
sites are blogs that encourage experience, education, and engagement with products/services.
Recognize and understand 3 components of a social media strategy. (listen, analyze, do). -
answer✔✔Listen: Firms must listen to consumers likes, dislikes, ect. by tuning in to their social
media habits. Sites can generate a lot of data about consumers by tracking their movements
online. Companies such as salesforce.com help firms gather info through **sentiment analysis**
to make real time marketing decisions. After data is gathered its important to Analyze the data to
determine the best way to promote the firms product/service. Analysis looks into the amount of
traffic on the site, who are the users that visit the site and how are they engaged, and why/how
they arrived at the site through keywords or random searches. Finally, the firm must put the
listening and analysis to action and apply their findings to their media strategy.
Explain the 4 steps in the AIDA model (17). - answer✔✔Awareness: Firm must generate brand
awareness where the consumer relates the brand to a specific product. In order to reach the
purchase stage (action) the firm must first generate an awareness of the product/service.
Interest: Once awareness is completed the firm generates curiosity in the product/service.
Desire: Change consumer from "i like it" to "i want it"
Action: Drive consumer to purchase product. There is sometimes a **laggard effect** where the
consumer does not immediately act because it takes multiple exposures of the product for them
to fully process it.
Describe the various integrative communication
,BRIGHTSTARS EXAM STUDY SOLUTIONS 8/15/2024 2:05 PM
channels (17). - answer✔✔Channels marketers use include advertisements, public relations,
direct marketing, personal selling, sales promotion.
Identify marketing metrics used to measure IMC
success (17) - answer✔✔Traditional media: Uses **Frequency** which is the number of times
the audience is exposed to the message over a period of time and **reach** which is the percent
of target market that sees the message to determine the **Gross Rating Point** (GRP).
GRP = Frequency X Reach
Web-Based Media: Uses Rate of Investment (ROI) to see the ads return on investment.
ROI = (Sales revenue - advertising cost / advertising cost ) X 100. To calculate the **Click
Through Rate** Firms takes the # of times a user clicks an ad / # of impressions. Impressions are
the # of times an ad appears in front of a user.
Describe the steps in designing and executing an advertising campaign (18). - answer✔✔Seven
steps.
1) Identify Target Market: Conduct research to establish who the market is the advertising will
target.
2) Create Advertising Objectives: Objects align with the overall marketing program and are used
later to assess success or failure of campaign. Advertising objectes aim to inform, persuade, and
remind customers. Objectives towards consumers are **pull strategy** while objectives towards
wholesalers/retailers are **push strategy**.
3) Determine the advertising budget based on product, objectives, product life cycle, and nature
of the market.
4) Convey the Message: Convey advertisement through messages (slogans) and appeals. There
are two kinds of appeal one that uses logic and facts to persuade (informative) while the other
uses emotion and desire (emotional) to persuade.
5) Select media plan: Media plan is the combinations of media to be used and frequency of
advertisements in each medium.
6) Create Advertisement: Bring everything together to create the advertisement itself.
, BRIGHTSTARS EXAM STUDY SOLUTIONS 8/15/2024 2:05 PM
7) Assess impact using market metrics: Campaigns must be assessed before launch through
pretests to make sure all components align with each other and function as they should, during
the launch through tracking sale volume and profits to see if ad campaign is working, or if there
are problems that need to be fixed, and after with posttests to determine the impact after the
campaign ends.
Describe the different ways that advertisers appeal to consumer - answer✔✔Informative and
emotional. Informative uses facts,logic, and reason to persuade while emotional uses emotion
and desire. Used in different situations with equal effectiveness
Identify the various types of sales promotions (18) - answer✔✔...
Describe the characteristics of each integrated marketing communication (IMC) mix element. (3
elements) - answer✔✔There are three elements. The consumer, the channels through which the
message is delivered, and the evaluation of the results of the communication.
The channels refer to the different marketing mediums that are used to advertise products such as
advertisements, personal selling, direct marketing, promotions, coupons, ect. All work together
to achieve the same goal.
Evaluation refers to calculating the Gross Rating Point, Rate of Investment, and Click per site
that help marketers assess whether the IMC was effective.
Compare and contrast 2 ways for measuring marketing communication effectiveness (direct test
vs. indirect test, explicit vs. implicit). - answer✔✔Measure effectiveness of IMC
- Direct tests (explicit tests): Redeemable coupons.
- Indirect tests (implicit tests): Before and after tests to measure awareness, attention to buy, ect.
Describe "public relations" and its role in IMC. - answer✔✔Public relations refers to an internal
component of an organization that focuses on preserving, protecting, and enhancing a company
and its products image through free media attention. Public relations is one channel that
marketers use.
Calculate ROI for a marketing communication campaign. - answer✔✔ROI: (Revenue sales -
Advertising cost / Advertising cost) X 100
Compare and contrast the differences between push and pull promotion strategies. -
answer✔✔Pull strategy is consumer oriented and aims to persuade the consumer to pull the
product into the market such as TV ads that present an ideal product the consumer wants to pull
