MAR 3023
In which situations would a firm be most likely to use persuasive advertising?
-A product category in the growth or early maturity stage of the product life cycle -A product category where competition is intense -A brand that the firm wishes to reposition
Which statements about measuring marketing campaigns are true?
-Factors such as the lagged effect can complicate the measurement process -The success of campaigns is measured using marketing metrics
Which factors should be considered in the process of determining an advertising budget?
-Firms must understand how advertising will help them meet objectives. -Advertising spending will fluctuate over the course of the product life cycle.
Which steps should marketers follow when using the objective-and-task method to determine a budget?
-Identify the cost of the necessary communications. -Determine which media best reach the target market. -Establish a set of communication objectives.
Which of the following are true of an advertising plan?
-It analyzes the marketing and advertising situation -It identifies the objectives of the advertising campaign -it indicates how a firm can determine whether the campaign was successful
Television is one of the most effective media outlets an advertiser can use in executing an ad campaign. There are, however, downsides to using this approach. What are some disadvantages of using television?
-It may increase awareness of competitors' products. -It is expensive to use.
To calculate return on marketing investment (ROMI), what do marketers need to know?
-Marketing expenditure -Gross Margin
Which of the following media are most appropriate for trying to reach large numbers of anonymous audience members?
-Newspapers -Radio
Which statements about personal selling are true?
-People use personal selling techniques in everyday life. -Personal selling is an important part of IMC. -A knowledge of personal selling will help in many fields.
Advertising is a paid form of communication, delivered through media from an identifiable source, about which of the following?
-Product -Service -Idea
Which of the following are some reasons that professional selling can be a satisfying career?
-flexibility -independence -autonomy
Public relations is the organizational function that oversees a company's communications to achieve which of these objectives?
-maintaining positive relationships with media -handling unfavorable stories or events -maintaining a positive image
Which of these are two axes on which marketing channels can be viewed?
-offline and online -passive and interactive
The "think, feel, do" model for the mental stages a consumer goes through is more formally called the ____ model
AIDA
What activity involves placing announcements and persuasive messages in the mass media, to inform and/or persuade a target market or audience about products, services, organizations, or ideas?
Advertising
What is the most visible form of marketing communications?
Advertising
Which of the following is the most visible IMC component?
Advertising
What type of metrics, such as aided recall, measure a potential customer's ability to recognize or recall that the brand name is a particular type of retailer or product/service?
Awareness
What is an example of a pull IMC strategy
Budweiser buys 8 ads in the Super Bowl at $3M each
Personal selling is an important component of many IMC programs, especially in _____ settings.
Business-to Business (B2B)
Which step in the advertising process has become particularly difficult when trying to reach young consumers?
Capturing their attention
Advertising, personal selling, sales promotion, direct marketing, and public relations are among the many communication disciplines that make up IMC, which refers to integrated marketing Blank______. Multiple choice question.
Communications
In the second step taken to convey the message, what do marketers do?
Decide what appeal would be most effective
Which IMC strategy involves communicating specifically with target customers to elicit a response or transaction?
Direct marketing
____ refers to the conversion of the sender's ideas into a message, which could be verbal, visual, or both
Encoding
What is the FTC's major role with regards to mass media advertising?
Enforcement
If an advertiser is assessing an advertisement's impact for the product after it has been advertised (posttesting), then in what activity is the advertiser most likely engaged? Multiple choice question.
Evaluating the overall sales changes in the product and/or service that was advertised
Which federal agency has the general purpose of regulating interstate and international communications?
FCC
When first creating an IMC campaign, firms should avoid focusing on the long term.
False
FCC stands for
Federal Communications Commission
Which step in the selling process involves generating a list of potential customers and assess their potential?
First
Which statement about marketing channels is true?
IMC combines the channels so that together they exceed the total of the individual channels.
Which of the following is the best way to raise consumer interest in an ad?
Include unique attributes that appeal to the target audience f
When an advertising campaign for a new product is first launched, which type of advertising would be most helpful in building awareness?
Informative
Which type of advertising focuses on promoting an organization or business as a whole rather than specific goods or services?
Institutional
Within the communication process, decoding can best be described as ______.
Interpretation
When marketers set communication objectives, choose media, and determine costs for each communication type chosen, they are using what IMC budget method?
Objective-and-task
What IMC strategy involves a two-way flow of communication between a buyer and a seller and is designed to influence the buyer's purchase decision?
Personal selling
Which step in the personal selling process occurs prior to meeting the customer for the first time and continues the qualification of leads research?
Preapproach
The integrated marketing communications process refers to which of the six Ps in the marketing mix?
Promotion
Which of these is a measure of how effective an ad is for the amount spent?
ROMI
What kind of advertising might firms use when products already have solid brand recognition and market acceptance and are in the maturity stage of their life cycles?
Reminder
_____ promotions are special incentives or programs that encourage consumers to purchase a product or service and may include coupons, rebates, contests, free samples, or point-of-purchase displays.
Sales
Which of the following groups is directed and controlled through sales management?
Sales force
Although reservations can come up at any time during the personal selling process, during which stage are they especially likely to arise?
Sales presentation
What is the first component in the communication process?
Sender
Jolanda is a salesperson in a retail clothing store. As a sales-minded professional, she likes to qualify potential customers who walk into the store. She notes how the shoppers are dressed and how they speak to determine how much they might spend. Why might this be ill-advised for the firm as well as potentially an illegal approach?
She may discriminate against certain customers and not serve them.
Which of the following best describes the goals a firm should set for an IMC campaign?
Specific and measurable
What has been the result of changes in how consumers use media and the increase in the number of available communication channels?
The job of advertisers is more challenging
After the preapproach phase is completed, what is the next step in the personal selling process?
The sales presentation
What should salespeople never assume about a potential customer?
They cannot afford to make a purchase
The ____ refers to the agency or intermediary that works alongside the sender in the communication process to develop marketing communications
Transmitter
Zubi Advertising Services, Inc., has worked with American Airlines to create advertisements across various media. This ad agency is performing what role in the communication process?
Transmitter
True or false: Social shopping involves sending e-mails to specific customers about new products that may be of interest to them.
True
Imagine that a firm sends out a message in the form of a print advertisement for a product. Which element is most likely to contribute to how receivers decode the message differently?
Whether or not the receiver is a user of the firm's product
Unlike PR, ______ is a paid form of communication, delivered through media from an identifiable source.
advertisement
Imagine that you are reading one of your favorite magazines. If you see a logo and recognize the brand as it is being presented to you, this is an example of _____.
aided recall
Which element of an ad is intended to elaborate on the interest generated by the visual and headlines?
body copy
the communication ______ is the medium )e.g., print, television, radio) that carries the message from the firm to the consumer
channel
What is the term for sales prospecting by calling or visiting prospective customers without appointments?
cold calling
The ____ is the medium that carries the message for a firm, whether in print, broadcast, or Internet
communication channel
If a company chooses to sell through a(n)______, this means that it employs its own salespeople.
company sales force
What type of advertising schedule is best suited for products and services that are consumed regularly at relatively steady rates?
continuous
At what stage does an advertiser decide how the message and appeal of an ad can be creatively translated into words, pictures, colors, and/or music?
creation stage
Once a salesperson has learned about the customer, the next step is to conduct additional research and ______ for meeting with the customer.
develop plans
Telephone calls, mailed flyers, mailed catalogs, and e-mails can all be considered part of_____.
direct marketing
Advertisers combine two main types of appeals: informational and ____.
emotional
When companies consider using salespeople in the supply chain, they have to understand that salespeople are the most ______ form of sales promotion per customer.
expensive
______ refers to an advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising.
flighting
Marketers measure the ______ of exposure by how often the audience is exposed to a communication within a specified period of time.
frequency
in which stage of the product life cycle is persuasive advertising most often used?
growth
Which of these elements would be the most important for building a top-of-mind level of brand awareness?
having a memorable brand
Within the communication process, encoding is the message the sender intends to say, whereas decoding is what the receiver actually ______.
hears
Roberto is manager of a Xerox sales team that emphasizes relationship selling. His team works with customers to provide technical support and customer service. What is Roberto's relationship selling goal?
help customers find beneficial solutions
The number of times an ad appears in front of the user is known as the number of ______.
impressions
Marketing communications Blank______ consumers by making them aware that a product or service exists or by increasing their purchase intent.
influence
during the early stages of a product's life cycle, ______ advertising should be used in order to create and build brand awareness
informative
The Ecomagination campaign, launched by GE, used ______ advertising to appeal to consumers interested in cleaner technologies and green brands.
institutional
In the selling process, what term is used to describe prospective customers whose potential must be assessed?
leads
Gordon is a marketer at a bicycle manufacturer and is responsible for developing an ad focusing on his employer's newly designed titanium-frame touring bike. The goal for the ad is to take consumers from the interest stage of the AIDA model to the desire stage. In other words, the ad is intended to move the consumer from saying, "I ______ it" to "I ______ it."
like; want
What is the perspective of salespeople in relationship selling?
long-term
When a company considers putting together a sales force, it may choose to hire salespeople directly or use _____.
manufacturer's representatives
When a firm influences the actions of a consumer, the firm has probably done so through ______.
marketing communications
_____ media channels, which include radio and television, are a good way to reach large numbers of anonymous audience members.
mass
One of the largest expenses in the advertising budget is the _____ buy, which refers to the actual purchase of airtime or print pages.
media
The ____ provides the target audience with reasons to respond in the desired way
message
____ occurs when there is a discrepancy between the encoding and decoding of a message
noise
_____ refers to any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the media that subsequently creates a problem for the communication channels
noise
One of the primary characteristics of advertising is that advertising is a ____ form of mass communication
paid
An essential part of a firm's integrated marketing communications strategy is ______.
personal selling
What term is used to describe advertising focused on informing, persuading, or reminding consumers about the company's specific offerings?
product-focused
A ______ strategy is designed to motivate consumers to demand products and force the channel to carry and sell the brand, whereas a ______ strategy relies on the channel members to move the brand.
pull; push
gross rating points
reach x frequency
In the communications process, the ______ is the person who reads, hears, or sees and processes the information contained in a message and/or advertisement.
receiver
_______ selling is a sales philosophy and process that is committed to maintaining sales over the long term and investing in opportunities that are mutually beneficial to all parties.
relationship
Once background information has been obtained, and the objectives for the meeting are set, the salesperson is ready for the Blank______.
sales presentation
Firms conduct market ______ to identify their target audience and to help set the tone for their advertising program
surveys
Firms have begun to rely more heavily on communicating with their customers through ______.
their websites
______ refers to monitoring the key indicators while an advertisement is running, such as daily or weekly sales volume, to shed light on any problems with the message or the medium.
tracking
Major events attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry are called
trade shows
