MRKG 1311-003 Midterm Exam

What is an advertising platform most commonly based upon?

Customer surveys about what they consider the most important issues

Which of the following is least likely to be directly involved in making sales?

Support sales personnel

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?

The difficulty in keeping customers because they are fickle.

Why should a benchmark statement be included in advertising objectives?

Without a reference point, it is difficult to determine to what degree objectives have been accomplished.

One advantage of the non-price competition is that

a firm can build customer loyalty.

In establishing sales promotion objectives, a marketer should always

align these objectives with the organization's overall objectives.

An advertising platform is the

basic issue or selling point that an advertiser wishes to include in an advertising campaign.

At the____stage of the personal selling process, a salesperson asks the prospect to buy the product

closing

Dan is responsible for developing the promotional campaign for Under Armor's new line of footwear for teens. He will be writing advertising campaign objectives that are aimed at making the target customers' attitudes more favorable toward Under Armor, which should be stated in terms of____.

communication

If an advertising campaign is aimed at increasing brand awareness and consumers' knowledge of a product's features, the advertising objective should be stated in terms of____.

communication

If PepsiCo sets its twelve-pack price to match the price charged by Coca-Cola, Pepsi is using____pricing methods?

competition-based

If Target were to base its advertising appropriation on the amount that Walmart spends, it would be using the____approach

competition-matching

When Volvo's advertising campaign mentions that the Volvo CX60 has the highest safety rating of any European sedan, it is using____advertising.

competitive

Coors Inc. advertises that its beer is the only one that is kept cold from the brewery to the store. This type of advertising is called____.

competitive advertising

Advertising appropriations are largest for____.

convenience goods

Marketers generally view____as the minimum price a product can be sold for.

costs

Customer density and distribution are important factors in

creating sales territories.

The step in developing an advertising campaign that directly precedes campaign execution is

creating the advertising message.

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by

defining the advertising objectives.

The three primary bases for developing prices are

demand, competition, and cost.

If a product is priced based on how many or how few people want it at a particular time and place,____pricing is being used.

demand-based

When establishing prices, a marketer's first step is to

develop pricing objectives.

After the advertising budget is determined, the next step in creating an advertising campaign is

developing the media plan.

The fact that senior citizens are charged a lower price at movie theaters than younger adults is an example of____pricing.

differential

The last stage in the development of any advertising campaign is

evaluating the effectiveness of advertising.

Advertisements that encourage customers to send in reply cards for additional information aids salespeople in____.

finding prospects

The purpose of the____stage in personal selling is to determine customers' problems and questions about using the product

follow-up

The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times. This is advertising____.

frequency

An ad's____is designed to attract readers' attention and develop interest so that they will read the entire advertisement.

headline

As Will reads the copy for South Beach Hotel's upcoming magazine ad in Southern Living, he worries that no one will spend the time to read all the details of the facilities his resort has to offer. Wanting to have the greatest impact, Will focuses his creative efforts on the____.

headline

The first stage in the development of any advertising campaign is

identifying the advertising target audience.

Personal selling goals include finding prospects, convincing prospects to buy, and

keeping customers satisfied.

A marketer who wants to include detailed information in advertisements would most likely use____.

magazines

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n)____.

media plan

As Oscar Meyer puts together its advertising campaign for the summer, it will need to keep in mind that its desire to use outdoor advertising will have strong effects on its selection of the advertising____.

message

Marketers at organizations engaged in price competition

need competitive price information to make sure that their products are priced at approximately the same level as the prices of competing brands.

Creative selling, which requires that salespeople recognize a potential buyer's needs and then provide the prospect with the necessary information, is performed by

order getters.

Dylan is a sales person for Whole Foods. In his position, he is primarily responsible for seeking repeat sales. Dylan is most likely a(n)

order taker.

The target audience for an advertising campaign is the

people at whom advertisements are aimed.

When marketers emphasize price as an issue and match or beat the prices of other companies, they are engaging in

price competition.

The pricing of Clinique makeup, considerably higher than brands such as Cover Girl, Revlon, and Maybelline, is most likely used to communicate____.

product quality

Lucy buys a new dress at T.J. Maxx that has a price tag with "Compare at $150.00, our Price $89.99." This is an example of the use of

reference pricing.

Executives in Japan decided to price Lexus luxury cars in the United States at $55,000 while pricing them at $66,000 in their own country. This is an example of

secondary-market pricing.

When developing an advertising campaign, benchmarks need to be included in the____.

statement of advertising objectives

Brian and Tiffany are discussing the media plan for the opening of their new laundromat called Soap and Suds. While talking to Tiffany, Brian agrees that____has a tremendous impact. However, he feels that the upfront costs for such a campaign cannot be covered, at present, in their modest budget.

television

The step of the personal selling process in which a salesperson contacts a potential customer is called

the approach.

The owner of a professional baseball team asks the account representative of an advertising agency to develop an advertising campaign to bring more teenagers to the ballpark. At this point, the account representative logically begins to discuss establishing____for the campaign.

the target audience(?) NOT "objectives" or "a budget" (I don't know the answer.)

Sales force objectives are generally established for

the total sales force and each salesperson.

Marketers improve their ability to establish prices appropriately when

they know the prices charged for competing brands.

If a product has an inelastic demand and the manufacturer raises its price

total revenue will increase.