MIE201 Chapter 16 Questions
Which of the following is the biggest category of consumer promotion? A. Point-of-purchase displays B. Coupons C. Event sponsorship D. Samples E. Rebates
B. coupons
Which of the following represents the latest in ethical concerns as they relate to online marketing? A. Creating legal and binding contracts B. Supporting evidence C. Behavioral targeting D. Bait-and-switch advertising E. Messages aimed at children
C. Behavioral Targeting
As a salesperson, Jane advises and helps her customers in discovering the best products to meet their personal requirements. Jane is utilizing which of the following approaches? A. Consultative selling B. Specialty advertising C. Direct marketing D. Prospecting E. Personal selling
A. consultative selling
Which of the following represents the most significant point about a product or company that a promoter wants to deliver to a specific market? A. Core message B. Advertising appeal C. Emotion D. Humor E. Logic
A. core message
_____ involves organizing and assimilating messaging and marketing attempts with consumers to ensure increased productivity and effectiveness. A. Integrated marketing communications B. Institutional advertising C. Point-of-purchase display D. Public relations E. Specialty advertising
A. integrated marketing communications
Which step in the movement of products to a potential customer involves persuading the consumer to actually make a purchase? A. Stimulating action B. Building preference C. Generating awareness D. Reminding past customers E. Providing information and generating positive emotional connections
A. stimulating action
To develop effective communications using social media, it is vital to establish a strategy that does which of the following? A. Stimulates action. B. Generates awareness. C. Develops a cost-effective media mix. D. Creates positive emotional connections. E. Builds preferences.
C. develops a cost-effective media mix
________ is a promotional technique that involves motivating intermediaries to inspire consumers to purchase specific products. A. Advocacy advertising B. A pull strategy C. Product placement D. A push strategy E. Direct marketing
D. a push strategy
Which of the following represents a promotional messaging method that involves presenting a business's views on community matters? A. Specialty advertising B. Institutional advertising C. Direct response television D. Advocacy advertising E. Conversation marketing
D. advocacy advertising
Which of the following can be used to describe today's social communication model? A. Passive B. One-sided C. Unidirectional D. Conversational E. Structured
D. conversational
Which of the following types of advertising appeals is best for business-to-business sales with concerns such as profitability, quality, and technical matters and usually involves rational, fact-based persuasion? A. Emotion B. Humor C. Scarcity D. Logic E. Celebrity
D. logic
Which of the following is an approach based on collaborative societal media and verbal messaging techniques? A. Conversation marketing B. Integrated marketing communications C. Institutional advertising D. Social communication model E. Direct response television
D. social communication model
Another name for word-of-mouth marketing is _________. A. social media marketing B. community participation marketing C. voluntary marketing D. viral marketing E. user-generated content marketing
D. viral marketing
Ads that highlight how one product is better than another use what type of advertising? A. Appeal B. Advocacy C. Product D. Attack E. Comparative
E. comparative
Which type of direct marketing media involves the utilization of media to influence an instant purchasing reaction from consumers? A. Direct response online B. Email C. Direct mail D. Search engine marketing E. Direct response television
E. direct response television
The ability of companies to "speak with one voice" is a strategy accomplished by which of the following? A. Use of social media B. Personal selling C. Advertising D. Sales promotions E. Integrated marketing
E. integrated marketing
Which type of sales promotions includes offering no-cost or very lowdash-cost items to consumers to motivate them to purchase a certain product? A. Point-of-purchase displays B. Trade allowances C. Rebates D. Coupons E. Premiums
E. premiums
Which of the following is a short message sent to the media on a topic of potential news interest? A. Press conference B. Direct-to-consumer press release C. Social media release D. Public relations release E. Press release
E. press release
Which step in the personal selling process involves discovering and ensuring that consumers meet certain requirements? A. Aligning with customer needs B. Preparing C. Approaching potential customers D. Closing E. Prospecting
E. prospecting
Which of the following describes a technique that involves motivating customer demand for a product through promotional and messaging attempts which create product attraction from the end customer? A. Specialty advertising B. Institutional advertising C. Push strategy D. Prospecting E. Pull strategy
E. pull strategy
Which of the following describes a technique that involves inspiring intermediaries to encourage consumers to purchase certain products? A. Advocacy advertising B. Direct marketing C. Pull strategy D. Product placement E. Push strategy
E. push strategy
What is one of the greatest advantages of direct marketing? A. Website links can easily be embedded. B. There is a larger target audience. C. There is greater ability for product placement. D. There is less need for multichannel marketing efforts. E. The results are measurable.
E. the results are measurable