Marketing 325 – Exam #3 Study Guide
The in-class exam will be worth 100 points total. It will be 50 multiple choice questions covering Chapters
12 – 15 in your text, as well as notes from lectures. Although it is your responsibility to read and understand
all the text content assigned to you, as well as notes from class lectures, the following list provides you with
topical areas of suggested extra focus.

Key Terms – bolded and listed in the outside margins of pages within each chapter. Please note: it
is recommended that you understand these terms well enough to be able to provide your own
definition and to be able to apply the concept. Please do not simply memorize.

Concepts Questions at the end of each chapter. Even though you will not have short answer
questions on the exam, you will have multiple choice questions where you are asked to apply your
knowledge. Being able to answer these questions will definitely be a plus.
Chapter 12: (in addition to above)

What is integrated marketing communications

Elements of the traditional promotion mix (and pros / cons from page 356)

Word-of-mouth and buzz marketing (be familiar with chart on page 361)

New social media and the role of Web 2.0

Push vs. pull strategies
Chapter 13:

Advertising’s role in the promotional mix

Steps in developing an advertising campaign

Types of advertising appeals (page 388)

Pros and cons of the various media vehicles (pages 393-394)

How does digital media fit into the media mix

Media scheduling – continuity vs. pulsing vs. flighting schedules

How to calculate GRP and CPM

What is public relations and what is its role in the promotion mix

Various types of consumer promotions

Types of trade promotions
Chapter 14:

What are the types of direct marketing?

The role of personal selling in the promotion mix

What is the role of sales management and what does a sales manager do?

How has technology changed sales?
Chapter 15:

What are common elements in a supply chain?

How has the internet changed distribution channels?

Wholesaling intermediaries

Types of distribution channels

Dual and hybrid distribution channels

Intensive, exclusive, and selective distribution