Chapter 13 Marketing Quiz
Which of the following is an example of owned media?
Blogs
________ involves a company trying to move its products through the channel by convincing channel members to offer them and entice customers to buy them.
A Push Strategy
________ 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
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
When evaluating advertising results, what technique can be used to measure consumer's beliefs or feelings about a product before and after exposure to the ad?
Altitudinal Measures
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
Which of the following refers to advertising that promotes the company as a whole instead of a firm's individual products?
Corporate Advertising
Which of these is an example of the one-to-one model of marketing communication?
Direct Marketing
Which of these is an advantage that direct mail has over catalogs?
Direct mail can be personalized for each recipient.
Which of the following is a direct marketing approach that allows the consumer to respond to a message by immediately contacting the provider to ask questions or order the product?
Direct-response advertising
_______ is the illegal practice of advertising one price and then, by the time the sale is completed, presenting a total on which additional hidden fees have been added.
Drip Pricing
In the communication process model, which of the following refers to the process of translating an idea into a form of communication that will convey meaning?
Encoding
A(n) ________ is a fancy term for an opt-in incentive to persuade someone to join an email mailing list.
Ethical Bribe
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
Which of the following refers to a measure used for comparing the effectiveness of different media vehicles—average reach times frequency?
Gross Rating Points (GRP's)
When a company has its own staff perform most of its advertising functions, this group of people is referred to as a(n) ________.
In-House Agency
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?
Integrated marketing communication (IMC)
Which of the following is a common name for a limited-service agency that provides a variety of services for digital marketing, including the creation of websites, design and implementation of SEO strategies, creation of articles for online publications, and creation of online email and social media strategies?
Interactive Agency
Which communication objective related to the hierarchy of effects requires explaining the benefit of a new product relative to other similar products offered by competitors?
Knowledge
________ is one of the names used to describe the use of algorithms and software to buy digital advertising, thus providing greater efficiency, control, and cost savings.
Programmatic Advertising
Which of the following refers to claims made in advertising of product superiority that cannot be proven true or untrue?
Puffery
Which of these is an example of the many-to-many model of marketing communication?
Social Media
Which of the following refers to paid ads that appear at the top of or beside Internet search engine results?
Sponsored Search Ads
Which of the following BEST describes frequency?
The average number of times an individual will be exposed to a message
When advertisers buy an entire broadcast year's worth of national TV advertising time in order to lock in pricing and get the best time slots, they are taking advantage of ________.
Upfront TV ad Pricing
