Chapter 12-14

In​ lecture, the Communication Process was explored and two distinct loops were shown. Who does the​ "sender" represent? A. the Consumer B. an Advertiser C. a Regulatory Entity D. a Marketer

A marketer

In lecture we went over how Salespeople spend their time. ​ Comparatively, where is the least amount of time​ spent? A. Administrative Activities B. Traveling C. Actively Selling D. Problem Solving

Actively Selling

Which of the following statements about blogs is​ correct? A. Companies cannot gain insights from their blogs. B. Blogs are a​ company-controlled medium. C. They are expensive to start and maintain. D. Blogs can be difficult for the company to control. E. For​ consumers, they are impersonal.

Blogs can be difficult for the company to control.

Which of the following statements is correct regarding the use of advertising as a promotional​ tool? A. The cost per exposure of advertising is high. B. Advertising reaches many people slowly. C. Advertising can reach masses of people only if they are geographically concentrated. D. Consumers tend to view advertised products as more legitimate. E. Advertising allows marketers to communicate with buyers in a personal way.

Consumers tend to view advertised products as more legitimate.

Which of the following statements about coordinating marketing and sales is​ correct? A. The sales force only needs to coordinate its efforts with marketing planners. B. Coordinating marketing and sales has little effect on customer relations. C. Coordinating marketing and sales can be improved by increasing communication between the two groups. D. Marketing and sales do not require coordination. E. Coordination between marketing and sales is not necessary because companies today see them as the same function.

Coordinating marketing and sales can be improved by increasing communication between the two groups.

Logos, stationery,​ brochures, signs, business​ forms, business​ cards, buildings,​ uniforms, and company cars and trucks are examples of which promotional​ tool? A. Public service activities B. Written materials C. Corporate identity materials D. Special events E. News

Corporate Identity Materials

What are the two major elements in developing advertising​ strategy? A. Creating advertising messages and selecting advertising media B. Determining the target audience and selecting advertising media C. Creating advertising messages and setting the advertising budget D. Determining the advertising budget and evaluating results E. Creating advertising messages and selecting advertising agencies

Creating advertising messages and selecting advertising media

Which promotional tool is best suited to deliver a personalized and immediate message to a specific customer or customer​ community? A. Public relations B. Direct marketing C. Sales promotion D. Personal selling E. Advertising

Direct Marketing

Specific promotional tools used in​ ______ include direct​ mail, catalogs, online and social​ media, mobile​ marketing, and more. A. advertising B. personal selling C. direct and digital marketing D. public relations E. sales promotion

Direct and Digital marketing

​________ involves sending an​ offer, announcement,​ reminder, or other item to a person at a particular address. A. Direct-mail marketing B. ​Direct-response television marketing C. Kiosk marketing D. Catalog marketing E. Telemarketing

Direct-mail marketing

In​ lecture, the Communication Process was shown. It was discussed that at​ times, a Promotion Communication can be misunderstood​ (like in the Energizer Bunny​ example) by the bulk of consumers. With this example in​ mind, the main issue that needs​ correction/elimination according to the process​ is? A. Feedback Timing B. Noise C. Encoding D. Media Vehicle Choice

Encoding

Advertising objectives that utilize persuasion​ as​ it's main focus are typically promoting products​ in​ the______________stage of the Product Lifecycle A. Growth B. Decline C. Maturity D. Introduction

Growth

In​ lecture, the steps in developing effective Marketing Communications were identified. Which of the following is the first step in the​ process? A. Identify the target​ audience/segment B. Design the message C. Determine the communication objectives D. Select the message source

Identify the target audience/segment

Which advertising objective is used heavily when introducing a new product​ category? A. Comparative B. Reminder C. Informative D. Attack E. Persuasive

Informative

​____________ is perhaps the toughest public policy issue now confronting the direct marketing industry. A. Irritation B. Invasion of privacy C. Deceptive pricing D. Junk mail E. Deceptive advertising

Invasion of Privacy

Many consumers today rent DVDs from a vending machine called​ Redbox, which can be found in retail stores and other locations. Redbox is type of direct marketing tool called​ a(n) _________. A. infomercial B. website C. iTV D. DRTV E. kiosk

Kiosk

Which of the following statements about personal selling is​ correct? A. Many customers are unable to distinguish the salesperson from the company. B. The role of personal selling is very consistent from company to company. C. Personal selling is a fairly new profession. D. Personal selling is the nonpersonal arm of the promotional mix. E. Salespeople represent the company to​ customers, but they do not represent customers to the company.

Many customers are unable to distinguish the salesperson from the company.

​Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed​ a(n) ______ website A. search engine B. branded community C. ​e-mail D. phishing E. marketing

Marketing

Advertising objectives that utilize reminders of product​ quality, brand​ existence, etc. as​ it's main focus are typically promoting products in​ the______________stage of the Product Lifecycle. A. Introduction B. Maturity C. Decline D. Growth

Maturity

When advertisers determine the qualitative value of message exposure through a given​ medium, they are assessing​ ________. A. media impact B. frequency C. engagement D. reach E. impressions

Media impact

Marketers use​ __________ to engage customers​ anywhere, anytime during the buying and​ relationship-building processes. A. ​permission-based e-mail marketing B. blogs C. online advertising D. branded web communities E. mobile marketing

Mobile Marketing

To avoid being intrusive and​ annoying, most legitimate​ e-mail marketers practice​ ______, which means sending​ e-mail pitches only to customers who​ "opt in. A. spamming B. viral marketing C. ​permission-based e-mail marketing D. unsolicited​ e-mail marketing E. phishing

Permission-based email marketing

Generally, _________ is a​ company's most expensive promotional tool. A. direct and digital marketing B. Public relations C. personal selling Your answer is correct.D. Sales promotion E. Advertising

Personal Selling

Consumers may receive an​ e-mail, supposedly from their bank or credit card​ company, saying that their​ account's security has been compromised. The sender asks consumers to log on to a provided Web address and confirm their account and other personal information and then steals this private information. This is a fraudulent practice called​ ______. A. phishing B. spamming C. mobile marketing D. telemarketing E. infomercials

Phishing

It's time for the Super​ Bowl, and the​ end-of-the-aisle displays at the supermarket feature​ chips, dips, and soft drinks. What type of sales promotion tool is​ this? A. Sample B. Allowance C. Sponsorship D. ​Point-of-purchase E. Premium

Point-of-Purchase

The public relations function of​ _______ is used to build and maintain national or local community relationships. A. investor relations B. press relations C. lobbying D. development E. public affairs

Public Affairs

Specific promotional tools used in​ _______ include press​ releases, sponsorships,​ events, and web pages. A. direct and digital marketing B. advertising C. sales promotion D. public relations E. personal selling

Public Relations

Which consumer promotion tool is like coupons except that the price reduction occurs after the purchase rather than at the retail​ outlet? A. Digital coupons B. Rebates C. Samples D. Contests E. Premiums

Rebates

When it comes to the AIDA​ model, the most successful Promotion Mix​ tool/element for the Action stage​ is? A. Advertising B. Public Relations C. Sales Promotion D. Personal Selling

Sales Promotion

​________ is a​ short-term incentive to encourage the purchase or sale of a product or service. A. Personal selling B. Advertising C. Sales promotion D. Direct and digital marketing E. Public relations

Sales promotion

Which of the following statements is true regarding sellers and their use of direct and digital​ marketing? A. For​ sellers, direct and digital marketing is very inefficient. B. For​ sellers, direct and digital marketing is inflexible. C. For​ sellers, using direct and digital marketing is expensive. D. Sellers using direct and digital marketing cannot solicit questions and feedback from customers. E. Sellers have opportunities to engage in​ real-time marketing.

Sellers have opportunities to engage in​ real-time marketing.

One challenge of social media marketing is that​ ___________. A. it is​ cost-effective B. very few companies use it C. social networks are largely​ user-controlled D. it has not spread globally E. it is used for​ real-time marketing

Social networks re largely user-controlled

In​ lecture, we discussed a linear model that emphasized​ "buyer readiness" and was used when developing effective Marketing Communications. The model started with a step toward Awareness and finished with Purchase. The model can be paralleled​ to: A. The Product Lifecycle Process B. The five stages of the Consumer Decision Process C. The first four stages of the Consumer Decision Process D. The AIDA Process

The five stages of the Consumer Decision Process

Which of the following statements about sales promotions is​ correct? A. Sales promotions are only offered to consumers. B. Companies that use sales promotions usually do not use any other promotional mix tools. C. The use of sales promotions has declined in recent years. D. The growing use of sales promotion has resulted in promotion clutter. E. Sales promotions offer​ long-term incentives to buy a product.

The growing use of sales promotion has resulted in promotion clutter.

What is the goal of a pull​ strategy? A. To build trade demand B. To give channel members incentives to carry the product C. To save money by only focusing on consumers D. To build consumer demand E. To increase sales calls to distributors

To build consumer demand

What is the goal of integrated marketing​ communications? A. To integrate communications via online and mobile technologies B. To have different media carry different messages about a brand C. To deliver​ clear, consistent, and compelling messages about the organization and its brands D. To maximize return on investment E. To lower overall marketing expenditures

To deliver​ clear, consistent, and compelling messages about the organization and its brands

The digital version of​ word-of-mouth marketing that involves creating​ videos, ads, and other marketing content that is so infectious that customers will seek them out or pass them along to their friends is called​ _______. A. e-mail marketing B. ​omni-channel marketing C. viral marketing D. search engine marketing E. online marketing

Viral Marketing

In the promotion​ mix, ________ refers to any paid form of nonpersonal presentation and promotion of​ ideas, goods, or services by an identified sponsor. A. crowdsourcing B. personal selling C. public relations D. sales promotion E. advertising

advertising

According to​ lecture, the Product Lifecycle Stage where allocated advertising budget dollars are the least or at zero​ is? A. Decline B. Maturity C. Introduction D. Growth

decline

The benefits of direct and digital marketing for buyers are that it is​ _________. A. ​easy, private and expensive B. ​convenient, private and hard to use C. ​easy, convenient and public D. ​easy, convenient and impersonal E. ​easy, convenient and private

easy, convenient and private

In complex selling​ situations, personal selling can be more effective than advertising because it is​ ______________ A. designed to reach large groups of consumers B. only used for face to face customer interactions C. interpersonal Your answer is correct.D. less engaging than advertising E. nonpersonal

interpersonal

Forms of digital and social media marketing include​ ______. A. kiosk​ marketing, telemarketing and​ direct-response TV marketing B. online​ marketing, social media​ marketing, and mobile marketing C. ​direct-response TV​ marketing, telemarketing and​ direct-mail marketing D. ​telemarketing, face-to-face​ selling, and kiosk marketing E. ​telemarketing, direct-mail​ marketing, and catalog marketing

online​ marketing, social media​ marketing, and mobile marketing

Companies who primarily direct their promotional activities to channel members are using​ a(n) ______ strategy. A. product B. push C. sales force D. pull E. integrated

push

The​ _____________ message execution style shows one or more​ "typical" people using the product in a normal setting. A. scientific evidence B. mood or image C. lifestyle D. fantasy E. slice of life

slice of life

During​ lecture, we discussed why Public Relations can be a very effective promotion mix tool. The main reason cited​ was? A. it is very controllable B. the majority of press releases are deemed​ "news-worthy" so it is easy to receive news coverage C. the majority of media vehicles used are considered authoritative information sources D. it is​ well-targeted

the majority of media vehicles used are considered authoritative information sources

In lecture the effectiveness of Personal Sellers was discussed. One of the main reasons why Personal Selling is so impactful is​ because________________________________________________________________. A. the message can be stopped at any time during the delivery B. a Personal Seller is hired because of their appealing personality C. the message can be changed​ mid-way through the delivery D. a Personal Seller can read body language

the message can be changed​ mid-way through the delivery