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Learning Goal: I’m working on a marketing practice test / quiz and need an explanation and answer to help me learn.Final Exam Study Guide Know the (Kotler) formula for writing a proper, one-sentence positioning statement!
DMA
To be a good businessperson, you must be informed!
Exposures
Brand recall / brand recognition
POD /POP
CPM
Marketing budgets:The best method
Why the other methods are no good
Impact
Q-factor
Ranking the elements of a display ad
MSA
Media planning methods:Pulsing
Flighting
Continuity
Concentration
Reach and frequency
GRP
IP
Cash is King!
MPR
Informational/transformational appeals (in terms of marketing communications)
Another of Marc’s axioms: “It’s not what you make, etc.”
Consortia
Self Reference Criterion (SRC)
Ethnocentrism
Requirements: NA
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