MKTG 3310 Ch 13

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Utilizing the communication​ model, which of the following is an example of a​ medium?

Television

Which of the following best describes​ frequency?

The number of times an individual will be exposed to a message

What is the first step in developing an advertising campaign?

Understand the target audience

​________ 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 full-service agency

___________ is an approach that assumes that if consumers see the product on store shelves, they will be motivated to make a trial purchase.

A push strategy

​________ occur(s) 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 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?

Account planner

Which of the following is nonpersonal communication from an identified sponsor using the mass media?

Advertising

Which type of advertising seeks to influence public opinion in areas that serve the public​ interest, such as texting while​ driving?

Advocacy

What is advertising?

Any nonpersonal communication from an identified sponsor using the mass media

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?

Attitudinal measures

Which of the following is an example of owned​ media?

Blogs

Which of the following types of advertising content is created when consumers discuss a product using digital​ technology?

Consumer-generated

Which of the following refers to advertising that promotes the company as a whole instead of a​ firm's individual​ products?

Corporate advertising

A marketer utilizing the hierarchy of effects would use which of the following promotional efforts to accomplish the purchase​ objective?

Coupons

Which of the following describes the process whereby a receiver assigns meaning to a message?

Decoding

Utilizing the models of marketing​ communication, which of the following tactics is used in the​ one-to-one model?

Direct marketing

When Zappos began, it focused primarily on word of mouth (WOM) to get its message to people. Word of moiuth is which advertising?

Earned media

In the communication​ model, which of the following refers to the process of translating an idea into a form of communication that will convey​ meaning?

Encoding

Which of the following allows a marketer to determine the right communication program for each target​ audience?

Establishing the communication objective

What is the last step in developing an advertising campaign?

Evaluate the advertising

What is the last step in the promotional planning process?

Evaluate the effectiveness of the communication program

Which of the following refers to a measure used for comparing the effectiveness of different media vehicles

Gross rating points​ (GRPs)

What is the first step in the promotional planning process?

Identify the target audiences.

What is the name for the process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to target audiences?

Integrated marketing communication

Which of the following refer 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?

Integrated marketing communication​ (IMC)

Which communication objective requires explaining the benefit of a new product relative to other similar products offered by​ competitors?

Knowledge

Which of the following are included when establishing advertising​ objectives?

Message and budget objectives

Which of the following is a process of combining traditional marketing activities with activities on social​ media?

Multichannel promotion strategy

Zappos uses its own website to reach customers and potential customers. Companies that can control their Web sites, blogs, Facebook, and Twitter accounts use which of the following advertising mediums?

Owned media

Which promotion element has relatively low​ cost, generally high​ credibility, and has a relatively difficult understanding of its​ effectiveness?

Public relations

Which of the following refers to claims made in advertising of product superiority that cannot be proven true or​ untrue?

Puffery

Which of the following allows consumers to engage with a product using their mobile​ phone?

QR code advertising

Utilizing the models of marketing​ communication, which of the following tactics is used in the​ many-to-many model?

Social media

Which of the following refers to paid ads that appear at the top of the Internet search engine​ results?

Sponsored search ads

What is the creative strategy?

The process that turns a concept into an advertisement

Zappos' uses television commercials, indicating it uses which of the promotion mix variables?

Traditional mass media

During which step of developing the promotion mix do marketers try to create awareness and inform the market of a product and its​ benefits?

When establishing communication objectives

Which of the following is TRUE when Zappos utilized word-of-mouth advertising?

Zappos has no control over the message that is being delivered.

A promotion budgeting method in which an organization matches whatever competitors are spending is the __________ method.

competitive-parity

Dreaming up and producing the ads is the role of __________.

creative services

In the hierarchy of effects, examples of the __________ step include status appeals, sex appeals, and celebrity endorsements.

desire

Determining and allocating the marketing communication budget is the step in the promotional planning process that involves __________.

determining the total promotion budget, deciding between a push and a pull strategy, and allocating the budget to a specific promotion mix

Awareness is the __________ step a prospective customer moves through in the hierarchy of effects.

first

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.

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​ _____.

multichannel promotion strategy

Zappos uses several touch points to deliver a consistent message, including traditional marketing with social media marketing. This indicates that Zappos is using a(n) _________________.

multichannel promotional strategy

User-generated content (UGC) is __________.

online consumer comments, opinions, advice and discussions, reviews, photos, images, videos, podcasts, webcasts, and product-related stories available to other consumers

Advertising messages that promote the activities, personality, or point of view of an organization or company are known as __________.

product advertising

The major elements of marketer-controlled communication, including advertising, sales promotion, public relations, personal selling, and direct marketing, make up the __________.

promotion mix

Which of the following refers to an allocation of the promotion budget based on identifying promotion goals and allocating enough money to accomplish​ them?

​Bottom-up budgeting techniques

In which of the following budgeting techniques does an organization first define specific communication goals and then tries to calculate what kind of promotion will be needed to meet those​ goals?

​Objective-task method

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?

​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?

​User-generated content​ (UGC)


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