Chapter 17 Review

Dominos is looking into magazine advertising for its pizza. The company wants to reach as many people as possible, but due to budget constraints Dominos must reach consumers as efficiently as possible. What can Domino's use to evaluate various magazines?

A cost comparison indicator

Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of the constant price-centered advertising by the firm's agency. "We have the best customer service in town, and I feel that is what we should be hanging our hats on," he states. This statement is most appropriate for use in which of the following stages of campaign development?

Creating the platform

Mary Ellen works at Hershey in the marketing department. Recently, Hershey developed a new chocolate bar that the company is excited about. Mary Ellen​'s job is to try to increase awareness of the product, get people to try it, and obtain desirable distribution at retail stores. Which consumer sales promotion method should Mary Ellen select based on these criteria?

Free samples

Which of the following is most likely to stimulate customer loyalty.

Frequent-user incentives

What is the primary justification marketers use for conducting recognition and recall tests?

People are more likely to buy a product they have seen advertised than one they have not seen advertised.

Rachel is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners' attention on the radio it will be important for her to:a. use a high level of repetition.b. buy a really long time slot to get all the information in.c. be both informal and conversational in tone.d. use a quick speaker to attract attention to the commercial.e. say the restaurant's name and location three separate times.

be both informal and conversational in tone.

savanna is a salesperson for Aeropostale. her compensation is based on a set salary plus a commission based on sales. savanna's compensation is based on a(n):

combination compensation plan

When Levi's agrees to pay JC Penney's money for providing television advertising and Sunday newspaper sales fliers emphasizing Levi's jeans, Levi's is offering

cooperative advertising.

The verbal portion of an advertisement, including headlines, body, and signature, is called the _____.

copy

Todd is developing a print advertisement for Afflac. He knows that the _____ is a critical component of the copy because _____.

headline; it is often the only part of the advertisement that is read

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

you are conducting interviews for news sales representatives for your manufacturing firm. You are primarily looking for candidates that you feel can be successful at assisting your wholesaling customers sell to their customers

missionary sales rep

Before contacting prospects, a salesperson for an industrial cleaning equipment company analyzes information about the prospects' product needs, feelings about brands, and personal characteristics. This process is called

preapproach.

If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to intensify the level of communication, a(n) _____ media schedule is being used.

pulsing

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of __________ advertising.

reinforcement

Which of the following involves building mutually beneficial long-term associations with a customer⎯usually a business customer⎯through regular communications over prolonged periods of time?

relationship selling

A salesperson should try to close the sale

several times during the sales presentation.

Jana works for Hormel Foods and she frequently sets up special displays and distributes samples of Hormel products to customers in supermarkets. Jana would best be classified as a(n):

trade salesperson.

"Mrs. Brucker, you would agree that this is the most attractive car interior in this price range, wouldn't you?" Cliff Davis, a salesperson at Midtown Ford, was using a(n) ____ when he made this statement.

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