MRKT CH 14/15/16 MC
In the context of the 4E framework of social media, offering customers interesting deals that would be relevant to them is part of: exciting the customer. experiencing a product. evaluating a product. educating the customer. engaging the customer.
Exciting the customer
Which of the following is primarily aimed at helping customers assess and understand a product before buying it? Evaluating customer response Exciting the customer Engaging the customer Educating the customer Experiencing a product or service
Experiencing a product or service
A company named DFS Inc. starts a marketing campaign to get people to try its innovative stain remover, but only 50 percent of the product trials result in actual sales. This is an example of the lagged effect. True False
FALSE
A company specializes in winter clothing. It advertises heavily in the winter and then stops advertising once the season ends. Which of the following best describes the advertising schedule adopted in the given scenario? Flighting Continuous Pulsing Deceptive Cause related
Flighting advertising
Which of the following generally enforces federal laws that ensure businesses in Canada operate in a fair and equitable manner? Advertising Standards Canada Canadian Radio-television Commission Health Canada Canada's Competition Bureau Canadian Telecommunications Commission
Canada's competition bureau
Which of the following refers to TV commercials or infomercials with a strong call to action? Direct mail Catalogues DRTV Personal selling Kiosks
DRTV Direct Response TV refers to TV commercials or infomercials with a strong call to action, usually via toll-free number, return mail address, or website.
Which of the following refers to a targeted form of communication distributed to a prospective customer's mailbox or inbox? Cause-related marketing Direct mail Kiosks Personal selling DRTV
Direct Mail
Which of the following refers to the inclusion of a product in nontraditional situations, such as in a scene in a movie or TV program? Sweepstake Product placement Point-of-purchase display Deal Contest
Product placement
WellnessCare Inc. is a large manufacturer of consumer products. The company owns more than 120 brands, and its business is stretched over 16 countries. However, most of WellnessCare's advertisements promote specific brands rather than the company itself. What are such advertisements called? Public service advertisements Operational advertisements Institutional advertisements Product-focused advertisements Societal advertisements
Product-focused advertisements
Advertisements that focus on public welfare and are generally sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups can be best categorized as: corporate announcements. product-focused advertisements. institutional advertisements. public service announcements. operational advertisements.
Public Service Announcement
examples of owned media?
-blogs, youtube, facebook
Which of the following is a similarity between professional blogs and personal blogs? Both blogs have little role to play in influencing customers perception of a product or service. Both blogs are primarily used to excite customers with offers and deals on products and services. In both blogs, bloggers write their recommendations for products and services in return for remuneration from firms. Marketers have considerably less control over the content of both blogs when compared to corporate blogs. It is possible for firms to educate their customers about their products or services using both blogs.
-Marketers have considerably less control over the content of both blogs when compared to corporate blogs
Lagged effect refers to: a flawed marketing message sent to a product's target market. a marketing message sent to an untargeted customer segment. the process of generating interest about a product or company. a delayed response to a marketing communication campaign. the process of generating awareness in a product's target market.
A delayed response to a marketing communictaion campaign
Which of the following is a key difference between cold calling and telemarketing? Cold calling is considered an intrusion into customers' privacy, whereas telemarketing does not disturb customers. Cold calling does not establish potential customers' needs ahead of time, whereas telemarketing does. Cold calling is a form of personal selling, whereas telemarketing is a form of trade promotion. Cold calling typically results in sales, whereas telemarketing does not get converted into a sale. Cold calling can involve personal meetings, whereas telemarketing does not.
Cold calling can involve personal meetings, whereas telemarketing does not. Cold calling - method of prospecting in which salespeople telephone or go to see potential customers without appointments Telemarketing- occurs over telephone only
Which of the following refers to the method of determining a communications budget in which the firm's share of the communication expenses is in line with its market share? Percentage-of-sales method Brand equity method Affordable budgeting method Competitive parity method Objective-and-task method
Competitive parity method
A company manufactures bikes. Its advertising schedule runs steadily throughout the year. Which of the following best describes the bike manufacturing company's advertising schedule? Continuous Flighting Deceptive Pulsing Cause-related
Continuous - runs steadily throughout the year and therefore suited to products/services that are consumed continually at relatively steady rates and require steady level of persuasive or reminder advertising
Which of the following terms can be best defined as the efforts of two or more firms joining together to reach a specific target market? Loyalty program Product placement Cross-promoting Cross-selling Co-operative advertising
Cross promoting
Which of the following is the first step in the personal selling process? Completing the sales preapproach Completing the sales presentation Generating and qualifying leads Developing plans for meeting customers Overcoming objections
Generating and qualifying leads -The first step in the selling process is to generate a list of potential customers (leads) and assess their potential (qualify)
Which of the following types of advertisements is used to inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation? Public service advertisements Product-focused advertisements Operational advertisements Societal advertisements Institutional advertisements
Institutional advertisements
Which of the following is NOT true with regard to Facebook? Companies can post content and information regarding products, events, news, or promotions that might be exciting to their customers. Its variation from other networking sites as being a professional, instead of a friendship-based site, makes it an exclusive forum for professionals and entrepreneurs to build their networks. The multiplier effect enabled through newsfeed and follow option makes it a very attractive platform for marketers to promote their products or services. It allows companies to access the same features as individuals do to promote their brands and engage with its customers. Its promise of more accurate targeting and segmentation increases its effectiveness as a marketing tool.
Its variation from other networking sites as being a professional, instead of a friendship-based site, makes it an exclusive forum for professionals and entrepreneurs to build their networks.
An institution that provides educational counselling to students sets up stalls in a shopping mall to provide expert counselling based on students' educational backgrounds and preferences. This is an example of: DRTV. a catalogue. personal selling. a kiosk. direct mail.
Kiosk
Which of the following is an example of a metric developed by firms to assess a person's social impact? Klout Latitude Clickstream Snoobi Radian6
Klout - combines 3 elements of a person's social impact - social reach, influence, and extended network - to define a Klout score that can range from 0-100
Which of the following sites would be most useful for employees of an HR consultancy firm to identify and recruit candidates with the right skill sets and experience? Picasa YouTube Vimeo Twitter LinkedIn
CanadianBusiness and HelloCanada are national magazines of Canada. They are examples of: mass media. media buy. media mix. niche media. media planning.
Mass media - includes national newspapers, magazines, radio, and television, and are idea for reaching large numbers of anonymous audience members
Which of the following refers to the combination of the media used and the frequency of advertising in each medium? Niche media Mass media Media buy Media mix Media planning
Media mix
An exclusive travel magazine chooses to cater only to the needs of those travellers who are hitchhikers. This is an example of: media planning. niche media. mass media. media mix. media buy.
Niche media - focused on reaching narrower segments, often with unique demographic characteristics or interests
A company manufactures laundry detergent. The company relies on door-to-door salespeople who provide information and services that save the customers time and effort. This is an example of: personal selling. a kiosk. direct mail. a weblog. DRTV.
Personal selling - two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision
A company decides to market its products by featuring them in a reality television show. The celebrities in the show sometimes use the products, which in turn promotes the products. Which of the following advertisement techniques has the company used? Loyalty program POP (point-of-purchase) display Contest Premium Product placement
Product placement
The Slivereen Charity is a charitable organization working for the welfare of people in underdeveloped countries. The firm uses mass media advertisements in developed countries to generate funds for their initiatives in the underdeveloped countries. These advertisements are best categorized as: operational advertisements. public service announcements. institutional advertisements. product-focused advertisements. corporate announcements.
Public service announcements - demand advertising that focuses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups
A company that manufactures hockey equipment uses the medium of television to advertise and promote its products. Which of the following strategies best describes the company's distribution channel strategy? Frequency Pull Impressions Reach Media buy
Pull - when advertising to consumers, the objective is a pull strategy in which the goal is to get consumers to pull the product into the supply chain by demanding retailers to carry it
Kell International manufactures air conditioners. It offers subsidies on the air conditioners to encourage retailers to sell higher volumes. Which of the following strategies best describes Kell's distribution channel strategy? Reach Frequency Media buy Impressions Push
Push
Which of the following strategies is designed to increase demand by focusing on wholesalers, distributors, or salespeople, who entice the customers, via distribution channels, to buy the product? Reach Impressions Push Frequency Media buy
Push Strategies - these campaigns attempt to motivate the seller to highlight the product, rather than the products of competitors and thereby push the product onto consumers
Which of the following types of advertising is used to prompt repurchases, especially for products that have gained market acceptance and are mostly in the maturity stage of their life cycle? Informative Interpretive Persuasive Influential Reminder
Reminder
Consumers who like to make well-informed choices are more likely to trust: promotional ads in a social networking site. display ads on social media. reviews on a professional blog. descriptions in a firm's corporate website. advertisements on television.
Reviews on a professional blog
Which of the following statements is true of coupons? They usually reduce the demand for products. They allow for direct tracing of sales. They are rarely used in supermarkets. They provide discounts on items even before they are purchased. They have high redemption rates.
They allow for direct tracing of sales
Which of the following is true of owned media? They result from word-of-mouth, buzz, or publicity. They include TV, print, radio, or display ads used to reach mass markets. They are less expensive than earned media. They are controlled by the advertiser. They are more expensive than paid media.
They are controlled by the advertiser
Mobile analytics are most likely to be useful in: tracking effectiveness of social media programs. measuring sales, downloads, or other actions important to a firm. tracking which ads direct people to a firm's app. tracking the effectiveness of social, mobile, search and display ads. understanding what's popular and what's not on a firm's website.
Tracking which ads direct people to a firm's app
Institutional advertisements are used to inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation. True False
True
Media buy is generally the largest expense in the advertising budget. True False
True Media buy refers to the purchase of airtime or print pages
A company that manufactures computers wants to project its products' advantages. It uses broadcasting media to reach customers. It pays a fee to a broadcasting channel to feature its product. The aim of the company is to persuade customers to buy its computers. Which of the following is being exemplified in this scenario? Event sponsorship Personal selling Weblog Advertising Cause-related marketing
advertising
A company sells computers. It has created a fan page on Facebook and advertises itself elsewhere on the Internet. It uses web tracking software that indicates the amount of time viewers spend on its online ad and the number of people who visit the fan page. This is an example of: frequency. gross rating points. click-through tracking. reach. encoding.
click-through tracking
A medium—print, broadcast, the Internet—that carries messages is called: frequency. an impression. a communication channel. noise. a feedback loop.
communication channel
For social media, it is easier to determine ROI than for more traditional IMC applications. True False
false
Which of the following refers to channels that include national newspapers, magazines, radio, and television, and is ideal for reaching large numbers of anonymous audience members? Media planning Media mix Niche media Media buy Mass media
mass media
Which of the following is the two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision? Co-operative selling Personal selling Trade promotion Mass broadcasting Consumer promotion
personal selling
People who use social media to appear efficient and to demonstrate their intelligence are categorized as: responders. bonders. professionals. creators. sharers.
professionals
Riders Corp. is an electric scooter brand in the country of Cambria. The brand has been growing at a high rate for many years. However, the brand's sales growth has declined in the current financial year. Riders Corp. decides to use mass advertising to attract customers to its brand again. In this scenario, which of the following types of advertising would best serve Riders Corp.'s purpose? Interpretive Reminder Persuasive Influential Informative
reminder
The number of people a person influences is called: influence. conversion rate. social reach. hits. bounce rate.
social reach
Encouraging repurchase is the major objective of loyalty programs. True False
true
The consumers who are most likely to use mobile media also are likely to buy from technology and fashion-oriented firms. True False
true
