POLƳTECHNIC UNIVERSITƳ OF THE PHILIPPINES
RAGAƳ BRANCH
ADVERTSING
MIDTERM EXAMINATION
NAME:____________________________COURSE:___________DATE:___________SCORE:_______
Instruction: Explain thoroughly and give what is being asked.
Good luck!!!
1. Discuss the basic components of marketing communications strategy and give one
example of the types of communication applying the whole process. (30 points)
A. sender - is the individual who initiates a message and is also called the communicator
or source of communication. The sender might be a speaker, a writer, or someone who
merely gestures.
medium- is a channel or system of communication—the means by which information
(the message) is transmitted between a speaker or writer (the sender) and an audience
(the receiver). The plural form is media, and the term is also known as a channel.
message - defined as information conveyed by words (in speech or writing), and/or
other signs and symbols. A message (verbal or nonverbal, or both) is the content of the
communication process.
receiver- the "receiver" is the listener, reader, or observer—that is, the individual (or the
group of individuals) to whom a message is directed. The receiver is also called the
"audience" or decoder.
B. Im going to use the formal communicationI because it happens in organizational
from Ceo to his employees
CeO company announce that they going to have a meeting at exactly 8 am so that he
tell to his assistant to spread the information for his employees. So the assistant
announce also the announcement to all employees who work there. After hearing those
employee they gathered and went to the meeting room at exactly 8 am. The CEO
discuss and the employee listen very well.the Ceo and employee discuss about the
meeting and they are exchanging information and thoughts that's why they have a
successful meeting because they understand very well.
The sender is the CEO of the company.
The message is they should have meeting at exactly 8 am.
The medium is the assistant that tell the other employees that they have a meeting.
The receiver are those employees who work in the company
Feedback - the employee understand the discussion because they are exchanging
information that's why they have successful meetings.
2. A. Explain thoroughly the Model of Consumer Decision Making. (20 points)
Input
(External Influences) sociocultural environment
Firm marketing efforts 1. Family- is the one who can affect in
1. Product-if the product is trendy there's a decision making because they are the one
possible that the consumer will buy the who will help and guide you in purchasing
product the physical appearance and the product.
gooe packaging can influence the customer in 2. Other non commercial sources- it xan
buying th product affect the decision making because if they
2.promotion- there is always an impact of see the advertisement made by the people
promotion on consumer decision making who are famous like political or artist they
process, but we can’t say the same for an can eaaily attract customers.
entirely new product. Because first of all we 3. Social class- It depends the income of the
have to make that product familiar in the society for example the higher class family
minds of consumers with the help of catchy can purchase more goods compare to the
advertisements along with the backing of a lower class family that they only buy what is
unique identity for the product. Once the needed.
product is familiar in their minds then we can 4. Sub culture and culture- different cultures
add some promotions tools. Because have different values, they will have different
purchase decisions are based on the buying habits. Also it depends in their culture
individual perceptions of the consumers, so on how they will buy prdouct.
we have to at least match their perception
for selling our products
3. Price- if the price of the product is
affordable they can attract customers and
also the higherr the price the higher quality
of products.
4.channel of distribution- it can affect the
decision making of customer because the
more supplier or retailer you have the more
customer will convince to buy.
Consumer decision making Pyschological field in nation wide
1. Need recognition- This can afrect the 1.motivation- the inner drive that motivate a
decision making for example Cindy needs to person to act or behave in a certain manner
buy a new phone l. Just because you and influence them to act positively towards
recognize a need doesn't mean you are going the marketed product
to make a purchase eventually. 2.perception- people have different
2.prepurchase search- Cindy go to online for perception in certain brands or product.
search or ask a friend for phone that has a Perception develop brand images which is
good quality. turn can affect the buying behahior
3.evaluation of alternative - after searching 3.learning
for the different brands you are going to 4. Personality - custimer have different
evaluate and analyse the aspects of the personality when it comes in buying a
phones. product or brand.
5.attitudes- it is a human tendency to
respond in a given manner to a particular
dituation. Consumers may develop a postive
or negative or neutral attitude toward a
certain product. Which inturn affect the
buying behavior
Post decision behavior Experience- If you are satisfied when you buy
1. Trial- you are going to test the product if t a product you are going to buy again because
is good or not. you have a good experience in using their
2. Repeat purchase- you are satisfied to the product.
benefits and performance of the product .
Post purchaze evaluation- It can affect
decision making if the actual performance
matches the expectations or the actual
performance exceed the expectations lastly if
the actual Performance below the
experctation.
B. Give example of a product showing the evaluation of alternative. (10 points)
Evaluation alternative
*Criteria for purchase of the phone
A. Camera
B. Memory
C.Processor
D. Design
* Assesing importance
A. Camera-5
B. Memory-4
C. Processor-5
D. Design-3
*Beliefs regarding product performance:
Importance Oppo. iPhone. Samsung.
:A. Camera. 5. 3. 5. 4
B. Memory. 4. 3. 4 3
C. Processor. 5. 2. 5. 4
D. Design 3. 1. 3. 2
Cindy will purchase the iPhone because the phone she's really want was in the iPhone.
3. A. Explain the marketing process. (20 points)
Marketing process is a series of steps that allow organizations to identify customer
problems, analyze market opportunities, and create marketing materials to reach the
desired audience. Marketing process involves ways that value that can be created for
the customer to satisfy their need and Also the marketing process the situations
analyze to identify opportunities, the strategy is formulated for a value of
proposition,tactical decision are taken,plan is implemented and result are monitored
Marketing Process.
B. Give a complete example of the marketing process. (Create your own product
not an existing product). (20 points)
Product : "Environmental bag can turn into a mat"
Mission: We are guided by the need to develop commercial solutions to social and
environmental problems.
Vision: The product wants to play a leading role on the market of renewable,
biodegradable and bags and mat. Therefore, the company constantly develops
innovative concepts for the please of use and environmental friendliness.
Product: our prodcut is an eco friendly product due of its material. The materials of this
are found in thr environment like buri, water lily and etc. 100 % guarantee thst there is
no harm in environment and to the people. It has two purpose it's either bag or mat in
affordable price.
Competitors: branded bags, plastic bag and online shop
SWOT ANALYSIS
Strength: product innovation, eco friendly, affordable price , it has two purposes
Weaknesses: more competitors, limited distribution channel, unknown product
Opportunities: Support Locals, Improve community, Changing social trends
Threats: old fashion, Government Taxes and market place
Recommendation:
To support the local products by the people in the community and give them a chance
to try the eco friendly bag and has double purpose that bag turns into mat and help
them to improve the product.
END OF EXAM
