MKTG 2101 Ch. 13 Quiz

________ occurs when a company tries to move its products through the channel by convincing channel members to offer them and entice customers to buy them. A. A push strategy B. Bottom-up budgeting techniques C. The AIDA model D. The hierarchy of effects E. A pull strategy

A push strategy

Which of the following refers to a member of the account management department who combines research and account strategy to act as the voice of the consumer in creating effective advertising? A. Creative services B. Media planner C. Account planner D. Account executive E. Research and marketing services

Account planner

When evaluating advertising results, what post testing technique can be used to measure consumer's beliefs or feelings about a product before and after exposure to the ad? A. Fear appeals B. Aided recall C. Unaided recall D. Attitudinal measures E. Testimonials

Attitudinal measures

________ provide(s) most or all of the services needed to mount a campaign, including research, creation of ad copy and art, media selection, and production of the final messages. A. Creative services B. An advertising campaign C. A​ limited-service agency D. A​ full-service agency E. An account executive

A​ full-service agency

Which of the following is an example of owned media? A. Sponsorships B. Blogs C. Word of mouth D. Keyword search results E. Display ads

Blogs

Which of the following refers to an allocation of the promotion budget based on identifying promotion goals and allocating enough money to accomplish them? A. Top-down budgeting technique B. Percentage-of-sales method C. Competitive-parity method D. Bottom-up budgeting techniques E. Objective-task method

Bottom-up budgeting techniques

Which of the following refers to advertising that promotes the company as a whole instead of a firm's individual products? A. Institutional advertising B. Corporate advertising C. Advocacy advertising D. Public service advertisements​ (PSAs) E. Product advertising

Corporate advertising

A marketer utilizing the hierarchy of effects would use which of the following promotional efforts to accomplish the purchase objective? A. Brochures B. Slogans and jingles C. Coupons D. Product placement E. Celebrity endorsements

Coupons

Utilizing the models of marketing communication, which of the following tactics is used in the one-to-one model? A. Sales promotion B. Public relations C. Buzz building D. Direct marketing E. Advertising

Direct marketing

Which of the following refers to the process of translating an idea into a form of communication that will convey meaning? A. Receiver B. Medium C. Encoding D. Source E. Message

Encoding

Which of the following allows a marketer to determine the right communication program for each target audience? A. Determine and allocate the communication budget B. Establishing the communication objective C. Design the promotion mix D. Identifying target audiences E. Evaluate the effectiveness of the communication program

Establishing the communication objective

Which of the following refers to a measure used for comparing effectiveness of different media vehicles - average reach frequency? A. Attitudinal measures B. Aided recall C. Cost per thousand​ (CPM) D. Gross rating points​ (GRPs) E. Unaided recall

Gross rating points​ (GRPs)

Which of the following refers to a strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences? A. Promotion B. Multichannel promotional strategy C. Communication model D. Word-of-mouth communication E. Integrated marketing communication​ (IMC)

Integrated marketing communication​ (IMC)

Which communication objective requires explaining the benefit of a new product relative to other similar products offered by competitors? A. Desire B. Awareness C. Purchase D. Loyalty E. Knowledge

Knowledge

Which of the following are included when establishing advertising objectives? A. Execution format and comparative advertising B. Message and budget objectives C. Tonality and advertising appeal D. Advertising appeal and unique selling proposition E. Creative strategy and brief

Message and budget objectives

Which of the following refers to claims made in advertising of product superiority that cannot be proven true or untrue? A. Corrective advertising B. Crowdsourcing C. ​Do-it-yourself (DIY) ads D. Greenwashing E. Puffery

Puffery

Which of the following allows consumers to engage with a product using their mobile phone? A. Ad blocking B. Search marketing C. Video sharing D. Conversion rates E. QR code advertising

QR code advertising

Utilizing the models of marketing communication, which of the following tactics is used in the many-to-many model? A. Social media B. Database marketing C. Sales promotion D. Personal selling E. Public relations

Social media

Which of the following refers to paid ads that appear at the top of the Internet search engine results? A. Sponsored search ads B. Ad blocking C. In-app advertising D. Click fraud E. QR codes

Sponsored search ads

Utilizing the communication model, which of the following is an example of a medium? A. Brand loyalty B. Sales promotion C. Company D. Advertising E. Television

Television

Which of the following best describes frequency? A. The cost effectiveness of different media exposures B. the quantity of media included in the media plan C. The number of times an individual is exposed to a message D. The percentage of the target market exposed to the media vehicle E. The use of automated browsers to generate views of the advertisement

The number of times an individual is exposed to a message

Which of the following refers to an allocation of the promotion budget based on management's determination of the total amount to be devoted to marketing communication? A. Top-down budgeting technique B. Percentage-of-sales method C. Objective-task method D. Bottom-up budgeting techniques E. Competitive-parity method

Top-down budgeting technique

Which of the following refers to online consumer comments, opinions, advice and discussions, reviews, photos, images, videos, podcasts, webcasts, and product-related stories available to other consumers? A. Do-it-yourself (DIY) ads B. User-generated content​ (UGC) C. Crowdsourcing D. Greenwashing E. Advertising campaign

User-generated content​ (UGC)

Many consumers today are concerned about​ _____, a practice in which companies promote their products as environmentally friendly when in truth the brand provides little ecological benefit. A. greenwashing B. ecomarketing C. environmental fibbing D. puffery E. corrective advertising

greenwashing

When marketers combine traditional marketing communications​ (advertising, sales​ promotion, public​ relations, and direct​ marketing) activities with social media and other online​ buzz-building activities, it is known as​ _____. A. B2B sales promotion B. multichannel promotion strategy C. permission marketing D. traditional combination approach E. public service advertising

multichannel promotion strategy