MKTG455 (MKTG455)

MKTG455 Exam 3: Marketing Communications and Strategy Exam What percentages of buying decisions are made after entering the store? - ANS: 76% Reasons for power shift to retailer - ANS: 1.Way more options for retailing mediums 2.Retailers are demanding it What is sales promotion? - ANS: 1.All promotional activities that stimulate SHORT-TERM behavioral responses from: - Consumers - Trade [distributors, wholesalers, retailers] 2. Company's sales force* Incentivizes targets beyon...

MKTG455 Exam 2: Marketing Communications and Strategy Exam with Verified Answers How many current DMA's are there? - ANS: 210 Columbia, Greenville, and Charleston DMA count? - ANS: 75, 88, 35 Syndicated ads - ANS: Sold within syndicated programming, so network affiliates may be different across geographic markets Ads placed in shows, Seinfield, judge judy, etc. Cable TV - ANS: Allows for more refined targeting Much more economical than network Highly targetable because of ...

Why is good positioning important? - Ans: clearly reflects a brand's competitive edge (I.e. competitive advantage, differentiating proposition) AND motivates consumers to action and purpose What is Brand Loyalty? - Ans: It is a consumer's commitment to continuing using or advocating a brand, as demonstrated not only by repeat purchases, but also by other positive brand behaviors (word of mouth advocacy, brand identification) Why is Brand Loyalty Important? - Ans: it is much cheaper t...