Marketing Chapter 17 & 18

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ________ advertising a.) institutional b.) product c.) organizational d.) pioneer e.) advocacy

A

A major disadvantage of personal selling is that it a.) is not remembered as well by consumers as advertising messages are b.) cannot easily adjust the message to satisfy a customer's information needs c.) is very expensive per contact d.) does not provide immediate feedback e.) is not compatible with other promotional activities

C

Brittany is choosing the type of media for a new promotional campaign for Halls cough drops. She knows that each type of media has both benefits and disadvantages. She is considering the internet as a form of media. Which of the following is NOT a disadvantage of the internet as a promotional medium? a.) costs of precise targeting are high b.) effects of promotion can be difficult to measure c.) there are concerns about privacy d.) the message must be short and simple e.) there are concerns about security

D

Personal selling is changing in today's marketplace due to several factors. Which of the following is not a factor that impacts today's promotion through personal selling? a.) the difficulty in keeping customers because they are fickle b.) new technology provides up-to-date information in the field c.) the way in which customers gain information about a company or product d.) social CRM allows companies to discover and engage customers e.) electronic sales presentations through social media technology

A

Sayyid's company has launched a new product line, and he is put in chare of sales. He decides his first step will be to find potential customers in the company's sales records. Sayyid is ___________ a.) prospecting b.) screening c.) researching d.) pre-approaching e.) surveying

A

The ________ design element of an advertisement is used to attract attention, communicate an idea quickly, or communicate ideas that are difficult to put into words; the _______ is the physical arrangement of the illustration, headline, subheadline, body copy, and the signature a.) illustration; layout b.) headline; layout c.)layout; design d.) layout; storyboard e.) signature; layout

A

All of the following are key areas of sales force management except: a.) compensating salespeople b.) coordinating sales promotion efforts c.) recruiting salespeople d.) training sales personnel e.) motivating sales personnel

B

Brands that are promoted through comparative advertising are most likely to be a.) market leaders b.) brands that are attempting to compete with market leaders c.) primarily services rather than tangible goods d.) attempting to compete on a nonprice basis e.) competing in a less competitive market

B

In one corner of its magazine advertisement for office copiers, Lexmark places a small box asking for the names and addresses of individuals or companies seeking more information. Lexmark has included this box to facilitate ________ for this communication a.) decoding b.) feedback c.) encoding d.) perceptual

B

Tropicana orange juice has a television commercial where a young boy is drinking orange juice at dinner. He remarks that he likes the great taste of Tropicana anytime. The element of the commercial that focuses on drinking orange juice at dinner would be best classified as ________, while the focus on the great taste of Tropicana would be best classified as ___. a.) comparative advertising; informative advertising b.) pioneer advertising; competitive advertising c.) institutional advertising; stimulating primary demand d.) product advertising; institutional e.) comparative advertising; competitive advertising

B

Jamba Juice offers its customers a stamp card that allows them to receive a free smoothie after they have filled an entire card. This is an example of _______ a.) free sample b.) rebate c.) frequent-user incentive d.) premium e.) consumer contest

C

Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called _________ a.) advertising b.) sales promotions c.) personal selling d.) target marketing e.) public relations

C

Product placement is the strategic location of products ___________ a.) in television commercials b.) in print advertisements c.) within entertainment media content d.) on billboards in busy intersections e.) on store shelves

C

The cost of _________ is usually substantially lower than the cost of ________. a.) stimulating primary demand; stimulating selective demand b.) identifying prospects; encouraging product trial c.) retaining existing customers; acquiring new customers d.) comparative advertising; pioneer promotion e.) personal selling; public relations

C

The target audience for an advertising campaign is the a.) information base on which to develop the campaign b.) geographic distribution of persons c.) people toward whom the advertisements are directed d.) overall goal of the advertising campaign e.) sales objective to be achieved by the campaign

C

When Volvo's advertising campaign mentions the Volvo CX60 has the highest safety rating of any European sedan, it is using _____ advertising. a.) reminder b.) reinforcement c.) competitive d.) defensive e.) institutional

C

_____ is anything that reduces an integrated marketing communication's clarity and accuracy. a.) feedback b.) channel capacity c.) noise d.) communication channel e.) coding process

C

______ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists a.) public relation firms b.) media companies c.) advertising agencies d.) production companies e.) promotion experts

C

Jake, a sales representative is returning from a week on the road. One of his activities this week is to develop _______, which are designed to identify the customers called on and to present detailed information about interaction with those clients. a.) sales invoices b.) feedback notices c.) expense notices d.) call reports e.) recall files

D

Why should a benchmark statement be included in advertising objectives? a) Shareholders want to see where a company is in relation to competition. b) It is useful in determining whether retailers have increased their sales over the year. c) It gives an indication of how the advertising message is best presented. d) Without a reference point, it is difficult to determine to what degree objectives have been accomplished. e) Objectives become more easily attainable when such a statement is included.

D

laws, government regulations, and industry self-regulation _________ deceptive promotion. a.) have done nothing to decrease b.) have caused an increase in c.) have eliminated all d.) have helped decrease e.) have created new forms of

D

Personal selling goals include finding prospects, convincing prospects to buy, and a.) monitoring new products being developed b.) being aware of competitors' sales activities c.) seeking one-sale customers d.) avoiding repeat transactions e.) keeping customers satisfied

E

The last stage in the development of any advertising campaign is a.) creating the advertising platform b.) developing the media plan c.) creating the advertising message d.) defining the advertising objectives e.) evaluating the effectiveness of advertising

E