IMC Exam #3 - Chapters (13-17 & 22)
Which movie won the award for achievement for product placement in a single film in 2015?
Fast and Furious
Consumer franchise-building promotions contribute to the development of a _____ by communicating its distinctive features and benefits.
Favorable brand image
Which of the following statements is true of the objectives that companies seek to achieve through the use of the internet?
For small companies with limited budgets, the Web offers an excellent opportunity to create awareness.
Which of the following is a reason for the increase in the importance of sales promotion?
Fragmentation of consumer market
In personal selling, salespeople alter the marketing message in ways the marketer did not intend.
True
Maintains a panel where viewers take an online quiz about the previous night's prime-time programs, the commercials, and product placements therein.
Nelsen-IAG Research
Pay-per-click advertising is a tool used by advertisers to reach consumers through ______ search.
Nonorganic
Katherine saw a television commercial for a juicer. The commercial contained all essential details about product usage and flashed a toll-free number that one could dial to order the product. This is an example of:
Direct-response advertising
From a marketer's perspective, an advantage of direct marketing is that _____.
Direct-response advertising can be much more timely than other media.
In general, TV spots include ______.
Direct-response commercials
One of the primary reasons for marketers to use social media is to ______.
Drive traffic to their website
Which of the following allows for more specific tailoring of the message and more personal communications than most other media?
Dyadic communication
Mailing lists used in direct mail have become more current and specific, which has
Eliminated waste coverage.
Social media helps in ______.
Getting immediate feedback
Which of the following are typical elements of a direct-response offer?
-A toll-free number -A form that requests mailing information
Which of the following types of direct-response media?
-Internet -Telemarketing -Direct mail -Print
Identify an example of a nontraditional support media.
Ads on manhole covers
Which of the following is an example of in-store media.
Aisle displays
One disadvantage of advertising on the internet is _____. which refers to the reduced likelihood that a given advertisement will be seen as the number of advertisements grows.
Clutter
Twitter enables marketers to _______.
Communicate with their customers
Provides information on the expenses incurred on outdoor media by major advertisers.
Competitive Media Reports
Pree uses sales promotions and promotional dollars to stress how her brand is different from competitive brands and to keep her brand in consumers' minds. Based on her approach, at what stage of the product life cycle is Pree's brand?
Growth
In the context of direct marketing, a difference between regular mail and e-mail is that e-mail _________.
Has lower advertising costs
Traditional catalogs ______ compared with online catalogs.
Have a higher emotional appeal
The internet provides platforms to sell directly to customers _____.
In both consumer and business-to-business markets
Assume that an advertiser incurs a cost of $2,800 to develop a broadcast commercial and targets a $4 return per order. In this scenario, the ad is considered effective if it generates ______.
More than 700 orders.
Conceptually, ______ is like an advertorial, which is a paid placement attempting to look like an article.
Native advertising
Identify a form of broadcast media used in direct-response advertising.
TV Commercials
Sales promotion tools are one of the primary vehicles in _______.
Targeting specific markets
A common form of transit advertising is advertising associated with ______.
Taxis
A technique of direct marketing that involves the use of telephones to make sales is known as ______.
Telemarketing
Provides information about ridership statistics, studies, and other transit usage.
The American Public Transportation Association
Wikitude provides users with _______.
Geographically relevant information
A limitation of direct marketing is that ______.
The cost of generating a lead or a mailing list can be high
Which of the following is an example of mobile billboard advertising?
Ads painted on trucks
A form of branded entertainment in which advertisers design online games to promote their products is known as an ______.
Advergame
LinkedIn is primarily used by ______ to network.
Business Professionals
The sales of products and services to consumers in their homes using personal presentation and demonstration is known as _______.
Direct selling
What is a disadvantage of direct marketing?
Direct-mail and online services are unlikely to create a desirable mood.
Which of the following statements about direct mail are correct?
-Advertisers spend more on direct mail than on almost any other advertising medium -Direct mail is commonly called "junk mail" -Financial services commonly use direct mail
In the context of direct marketing, what are the similarities between regular mail and e-mail?
-Both can use targeted messages -Both can rely heavily on mailing lists -Both attempt to achieve demographic selectivity
An advantage of miscellaneous alternative media is that they ______.
-Can target specific interest groups -Generally do not have very high absolute or relative costs -Can attract significant customer attention
Which of the following factors in American society have led to the increased attractiveness of direct marketing?
-Changing values and lifestyles of people -An increase in "money-rich" and "time-poor" families -An increase in the use of credit cards -Technological advancement of the electronic media
Identify the characteristics of direct marketing.
-Email advertising is an inexpensive medium. -The CPM for direct mail may be very high on an absolute and a relative basis.
Identify the marketing objectives for which blogs and discussion boards can be particularly useful.
-Evaluation -Consideration
The internet has been used to help support direct selling by:
-Helping identify sales leads in the form of visitors to company websites -Serving as a source of information for clients and potential customers -Stimulating trial through demonstrations or samples offered online
What are the disadvantages of promotional products marketing?
-Increased usage of this medium in the marketplace can reduce the value of the specialty item -This medium requires a longer lead time than most other media -Television advertising has a greater reach compared to this medium -The company can develop a poor image in the market by a poorly designed advertising form.
Which of the following are disadvantages of outdoor advertising?
-It cannot accurately measure the reach and frequency of an ad. -It displays short messages due to short exposure time. -It results in exposure to an ad message.
Identify advantages of branded entertainment.
-It generally has a low cost per thousand -It increases the potential exposure of a product -It can support other promotional media -It increases the chances of repeat exposures
What are the advantages of transit advertising?
-It has a low cost per thousand on a relative basis -It increases the potential number of people exposed to an ad. -It results in a high frequency of exposure.
What are the disadvantages of branded entertainment?
-It has increased competition among advertisers to get their products placed. -It can have very high absolute costs. -It generally has limited time of exposure -It can result in negative placements
An advantage of movie theater advertising is that _______.
-It has low absolute and relative costs per exposure -It does not face the problem of advertising clutter -It offers demographic selectivity -It provides a broad base of exposure
Identify advantages of outdoor advertising.
-It is effective and enhances creativity and cost-efficiency. -It has a rapid turnaround time and can lead to a high level of awareness. -It offers wide coverage of local markets and has high levels of frequency. -It achieves geographic selectivity.
What are the disadvantages of movie theater advertising?
-It tends to have higher cost per thousand compared with other media -It may lead to increased irritation and dissatisfaction among consumers
Which of the following statements are correct about Eyes On, a measurement system introduced by the Outdoor Advertising Association of America (OAAA)?
-It uses a "likely to see" metric in place of the traditional measure of "opportunity to see." -It can provide demographic data about consumers -Its data includes eye tracking.
For an effective sampling program, products are _______.
-Of relatively low unit value -Easily broken into small sample sizes -Expected to have short purchase cycles
Identify the traditional measures used by companies to measure the effectiveness of the internet.
-Sales and tracking -Surveys -Return on investment
The internet and social media in general ______.
-Serve as vital links in the integrative process -Complement other IMC media -Are complemented by other IMC media
Which of the following statements are true about the direct-marketing strategy called the two-step approach?
-The first step is designed to screen, or qualify, potential buyers. -The second step can be carried out using personal selling.
Which of the following are disadvantages of mobile for marketing?
-The viewer may be on the move -Mobile users share what they see less than desktop users do -The limitation of a small screen
Identify the disadvantage of miscellaneous alternative media.
-They can have a negative impact on an advertiser's image -They increase the chances of wearout
Which of the following statements are true about blogs?
-Tumblr is the largest worldwide blog host -Consumers often use information from blogs in making purchase decisions -Many bloggers promote brands they like or do not like
Identify the products that are commonly sold through direct selling.
-Wellness products -Family durables
A study by FordDirect showed that ______ of auto shoppers used smartphones to research different autos.
81 percent
Identify an example of a company using the one-step approach to direct marketing.
A TV commercial urging customers to place an order immediately by using a toll-free number
Identify an example of a company combining direct marketing with support media.
A car manufacturer sending out mailers that include key chains to its customers.
Identify an example of parking lot ads used to promote products.
A fast food chain displaying ads in parking spaces of malls.
Identify an example of companies combining direct marketing with personal selling.
A fitness center using telemarketing to identify potential customers.
Identify an example of guerilla marketing.
A footwear brand placing a giant shoe model in the middle of a busy street.
A direct-marketing strategy where a medium is used directly to obtain an order is known as _______.
A one-step approach
Darryl sees a television commercial for Praxis treadmill. He immediately dials the toll free number displayed on his television screen to place an order. The commercial announces that the first 200 callers to place an order will receive Praxis treadmill accessories at no additional cost. In this scenario, Praxis is utilizing:
A one-step approach to direct marketing
A sales technique in which a salesperson offers products or services to groups of people through a home or office get-together and demonstration is known as _______.
A party plan
In direct marketing, a typical objective is defined through ________.
A set response
Identify a location where advertisers use terminal posters to promote their products.
A subway platform
The use of social media is ______.
A worldwide phenomenon
Non-franchise-building promotions are modeled to _______.
Accelerate the purchase decision process
Manufacturers associate with individual retailers to develop a customized promotion that achieves mutual objectives through ______.
Account-specific marketing
The effectiveness of the sales measure can be increased by _______.
Adding demographic information
A fast food chain has developed an ad campaign in which it has produced a series of ad film episodes that will be shown on the internet. The chain is using _____ to market itself.
Advertainment
Identify an advantage of direct marketing.
Advertisers are able to reach a large number of consumers.
An advantage of outdoor advertising is that _____.
Advertisers can change digital messages based on local market conditions.
An advantage of direct marketing is that _____.
Advertisers can develop effective segmentation strategies.
Which of the following statements about combining direct marketing with advertising is true?
Advertising has been shown to support both direct and in-store sales positively.
Pizza Vertex, a chain of fast food restaurants, paid $1 million to have its new logo embossed on a blimp. Which of the following forms of advertising did Pizza Vertex make use of?
Aerial advertising
Support media, or nontraditional, media are also referred to as ______ media.
Alternative
Arenas & stadiums, airborne, marine, campuses, resorts & leisure, and digital media.
Alternative media
Ads that appear on store floors, gas pumps, washrooms stalls, elevator walls, park benches, and telephones are examples of:
Ambient advertising
At the parking lot of her office, Rhonda noticed that two of her colleagues' personal cars had small stickers of McFrank's, a multinational fast food chain, on their windows. Which of the following types of advertising do the stickers represent?
Ambient advertising
Refers to smaller digital signs that appear in restrooms, stairs, personal vehicles, and on specialty items.
Ambient advertising
Identify an example of home shopping.
An ad on a shopping channel urging viewers to place an order using a toll-free number.
Advertisement revenues through mobile come primarily through _______.
Applications
Identify the most common form of advertising on web.
Banner ads
The objective of native advertising is to _____.
Be less intrusive while catching the attention of a viewer
______ has mostly helped marketers to target audiences precisely and design messages to appeal to their specific needs and wants.
Behavior tracking
Amber observed that she received e-mails containing ads that were often related to the websites she had visited recently or the topics that she had browsed on the internet. The various ads that were sent to her e-mail were related to her previous searches. This is an example of:
Behavioral targeting.
Support media are also known as:
Below the line media
Bulletins, spectacular displays, wall murals, vinyl-wrapped posters, and 30-sheet posters.
Billboards
Identify an example of out-of-home media from the following.
Billboards
Beauty Care's 2-oz bottle of sunscreen lotion was initially priced at $3. However, while at the supermarket, Emma found that Beauty Care was offering a 5-oz bottle at the same price. This induced her to purchase two 5-oz bottles of lotion. Which of the following types of promotional methods was Beauty Care using?
Bonus pack
Sales promotions that offer a consumer an extra amount of a product at the regular price by providing larger containers or extra units are known as ______.
Bonus packs
Attempts to value brand integration in feature films.
Brand Advisors
Consumers' favorable image, impressions of differentiation, and/or strength of attachment to a brand generate an intangible asset of added value or goodwill which is known as ______.
Brand equity
Marketing and advertising executives are most concerned with the effect of the increased use of sales promotion on ______.
Brand equity
Websites are becoming more oriented to meet users' needs and wants through personalization, retargeting, and other techniques in a _____ market.
Consumer
Which of the following is true of direct marketing?
Consumer credit cards have led to the increased attractiveness of direct marketing as a tool for promotion for both buyers and sellers.
______ promotions are sales promotion activities that communicate distinctive brand attributes and contribute to the development and reinforcement of brand identity.
Consumer franchise-building
A disadvantage of direct marketing is that ________.
Consumers can be irritated by telemarketing.
Contextual advertisements are determined by the _____.
Content on a webpage
A form of branded entertainment in which advertisers do not develop their own material but fund specific programs and receive product placements and promotions in return is known as ______.
Content sponsorship
Unlike traditional media, consumers, when using the internet, are able to _____.
Control the messages to which they are exposed
Direct mail marketers are facing a threat from the Internet due to the low _____ of e-mail.
Cost
The most widely used sales promotion technique is _______.
Coupons
_______ are the most common in newspaper advertising than in magazine advertising.
Coupons
The goal of self-liquidating premiums is to ______.
Cover costs and offer value
In order to advertise products with webisodes, companies _______.
Create their own content
When advertisers create websites that bring visitors back to learn more about their products, they are ______.
Creating interest
When a brand enters the ______ stage of the product life cycle, most of the promotional support will probably be removed and expenditures on sales promotion are unlikely.
Decline
Marketers find the internet a useful medium for _____.
Developing a product's brand
Refers to screens that transmit in LED or LCD and include large bulletins found at sports and entertainment venues, malls, airport terminals, and at roadsides or large traffic locations.
Digital Billboards
Jacques received a letter from a charity organization seeking donations. The letter contained details about the charity organization, the benefits of donating, and a self-addressed envelope in which a check could be sent to the organization. Various toll-free numbers of the charitable organization were also provided for Jacques to seek further information. Which of the following techniques of promotion is illustrated in the scenario?
Direct Marketing
The primary goal of branded entertainment is to ______.
Direct consumers' attention to products
Unsolicited correspondence through post is known as ________.
Direct mail
Which of the following is an advantage of direct marketing?
Direct marketing allows for a strong ability to test the effectiveness of the overall program as well as specific elements.
The various phone calls that consumers receive from credit card companies trying to market their credit cards are examples of a combination of:
Direct marketing and personal selling
Michelle received mail from a fashion store announcing the launch of the end-of-season sale. The mail began with the headline, "Flat 50% off on all merchandise," and subsequently invited her to participate in the "Fly to Paris for free" contest. Which of the following combinations of promotional activities is illustrated in the scenario?
Direct marketing and sales promotion
A type of promotion where a company or brand is associated with an event or where a themed activity is created for the purpose of providing experiences for consumers and promoting a product or service is known as _______.
Event marketing
Package-carried premiums such as toys, balls, and items included in cereal packages provide consumers with_____.
Extra incentives to buy a product
To identify the activity of merging shopping skills with coupon use in an effort to save as much money as possible while shopping, the term ________ was coined.
Extreme couponing
The leading social media site in terms of display advertising revenues is _____, which accounts for about one-third of all display ad spending in the United States.
All companies use direct marketing with an objective to seek a behavioral response.
False
Blimps are a form of transit advertising.
False
Combining personal selling and direct marketing results in an increase of costs for the seller.
False
Direct mail and online services can effectively create a desirable mood among receivers.
False
Direct marketing and direct response media are the same thing, and can be used interchangeably.
False
In a two-step approach, the medium is used directly to obtain an order.
False
Mobile billboards are not viable for small organizations owing to the huge costs of building and maintaining them.
False
One of the greatest advantages of the internet and new media is the reliability of the research numbers generated.
False
Outdoor media tends to have a higher cost per thousand (CPM) rate when compared to other media.
False
Overuse of sales promotion is always profitable to a brand.
False
Return on investment (ROI) is an internet-specific measure employed by marketers to determine the effectiveness of the internet.
False
Support media supports only the primary media and cannot be used as the sole medium for promotion.
False
The difference between Web content and a Really Simple Syndication (RSS) feed is that the former can send out notifications whenever new material is available.
False
The first step of a direct-marketing program is to determine which markets to target through the use of a mailing list or a marketing database.
False
The high cost of commercials on cable and satellite channels has led to a decline in the use of infomercials as a direct-marketing media.
False
The internet allows for immediate feedback and two-way interaction, so it is as effective as a face-to-face situation.
False
The internet does not offer the opportunity to sell directly to customers in the business-to-business market.
False
The internet offers ease and flexibility to traditional marketers in creating a brand image.
False
The persuader stage in selling evolution is associated with a differentiated and growing market.
False
The sampling technique of promotion is less preferred by marketers and consumers as it entails a lot of risk.
False
True or False: Do not call lists exist for landline but not for cell phones.
False
True or false: Branding and image-creating strategies on the internet should be the same as those in traditional media.
False
True or false: Creation of buzz is one of the main disadvantages of the web.
False
Using Customer Lifetime Value (CLTV), advertisers can evaluate the relative effectiveness of an ad in only a few minutes based on the number of calls generated.
False
When it comes to reach, frequency, and other effects, outdoor advertising is easy to accurately measure.
False
Cheery Inc. offers a free toy inside every $1 pack of Cheery Creamy Chips. which of the following types of promotional methods is using in this scenario?
Free premium
A coffeehouse chain has started an ad campaign at gas stations to promote its new range of beverages. It plans to attract consumers by displaying ads on screens that appear on gas pumps. The chain is using _____ to market itself.
Gas station pump ads
Tia sees ads for "betty's Butter" on the shopping carts at Windford, a retail outlet. This is an example of:
In-store advertising
Freestanding coupons are the most popular way of delivering coupons because they ______.
Include high-quality four-color graphics
In recent years, the number of persons who shop online and then purchase offline has continued to ______.
Increase
In recent years, the spending on online advertising has continued to ________.
Increase
Which of the following is a disadvantage of the internet?
Increased irritation due to clutter.
Which of the following is an advantage of couponing?
Induces repeat purchases
A long advertisement designed to be viewed as regular TV shows and to fit into a 30-minute or 1-hour time slot is known as an _______.
Infomercial
The greatest advantage of the internet is its _______.
Information access
In Los Angeles, a public service message about the importance of recycling is being displayed above the seats of public buses. This form of ad placement is an example of an ______.
Inside card
A web 2.0 site provides a platform for its users to _______.
Interact with each other
As a result of digital revolution, transformations in the marketing environment are forcing marketers to rethink almost everything they do. This digital revolution is the unprecedented advancement of the _______.
Internet
Full-page ads that appear on a user's screen while the user waits for a website's content to download are known as _____.
Interstitials
Macy noticed that each time she began downloading videos of Tunnel Vision, a TV soap opera, ads would appear on her computer screen. These ads are examples of:
Interstitials.
The internet is known as a direct-response medium because:
It allows users to both purchase and sell products through e-commerce.
Identify a true statement about the internet.
It can be useful in creating a strong brand for a product
From a marketer's perspective, an advantage of direct marketing is that ______.
It can cater to specific needs and interests of consumers.
Identify a benefit of direct marketing.
It can evaluate the effectiveness of specific elements in the marketing program.
Identify a disadvantage of outdoor advertising.
It can have a high absolute and relative costs.
Which of the following statements about out-of-home (outdoor) advertising are correct?
It can make use of digital messages
Identify a disadvantage of transit advertising.
It is effective in reaching a mass audience.
Which of the following is a benefit of direct marketing as an advertising medium?
It is the best medium to measure the effectiveness of its marketing efforts.
Which of the following is a limitation of direct-response advertising?
It limits mood creation to the surrounding program and/or editorial content.
Identify an advantage of promotional products marketing.
It results in a low level of waste coverage.
An advantage of the internet is:
Its availability as an information source.
Facebook _____ the pages that its members like and visit as well as their interests, which makes advertisement targeting more precise.
Knows all
When compared to advertising using the internet, mass-media advertising has the advantage of _______.
Larger reach
Pop-ups, one of the common forms of advertising on the internet, are generally _______.
Larger than banner ads
Creatively designed sites can ______.
Lead to repeat visits by consumers
Which of the following sales promotion techniques are also known as frequency programs?
Loyalty programs
Which of the following statements is true of direct mail?
Mailing lists are the key to the success of direct mail
Identify the demographic segment that has been the most favorable in adopting mobile as a marketing medium.
Millennials
An outdoor medium that involves displaying ads on vehicles is known as a ________.
Mobile billboard
After finishing lunch at a local cafe, Clara used her smartphone to get a discount on the bill. She is most likely using a ________.
Mobile coupon
Which of the following statements are correct about advertising in movie theaters?
Movie theaters ads include commercials shown before the movie and ads in theater lobbies.
The technology that enables marketers to deliver content through an embedded chip which permits wireless communications just by touching the material or being in close proximity to a tag is known as ______.
Near field communication
Which of the following statements is an advantage of outdoor advertising?
Wide coverage of local markets
A form of direct selling in which a salesperson visits a buyer's home, job site, or other location to sell infrequently purchased products and services is known as _______.
Nonrepetitive person-to-person selling
The internet is an interactive medium. This means that consumers can:
Not only control the content they are exposed to, but can also provide their own content.
Jezebel is running a consumer-oriented sales promotion that provides free access to her company's razors, as well as a coupon for a discount off of the cartridges. Which of the following does this promotion represent?
Obtaining trial and repurchase
Which of the following is NOT an example of a web-related activity marketers are using for lead generation and social media growth?
Offering a free trip to the sales force
Identify a tool on the internet for providing information useful in evaluating products and brands.
Online discussion boards
Typically, customers of a salesperson buy the same quantity from him. In some purchases the buyer could change his requirements slightly. This salesperson can be classified as an ________.
Order taker
Identify a form of transit advertising that includes ads displayed on the roof of a bus.
Outside poster
Camilla is a consultant at Mesmeric Inc., a cosmetics manufacturer. She frequently hosts social events at her friends' homes where she invites groups of people and demonstrates the uses of Mesmeric's products. She explains the proper product usage by applying it on herself. Which of the following forms of direct marketing is illustrated in this scenario?
Party Plan
Which of the following is a qualitative measure that is used to evaluate sales-related activities of the sales force?
Personal characteristics
When parents with children at different age levels can be approached with their child's name in the appeal, it is leveraging the __________ advantage of direct marketing.
Personalization
A buyers' market is most likely associated with the ______ stage of the evolution of selling.
Persuader
A primary feature of the social network Instagram is the ability to share ______.
Photos
______ is a pinboard-style photo-sharing website that offers a platform for users to develop and manage theme-based image collections such as events and interests.
Triton Motors, a car manufacturer, has a "Triton TV channel" in its dealership stores across the country. The channel advertises products and services offered by the company. In this scenario, the company is using ______ to market itself.
Place-based media
A medium that uses the Internet to distribute audio and video files for downloading into iPods, iPads, and other portable devices is referred to as _______.
Podcasting
Which of the following is a major disadvantage of personal selling?
Poor reach in the target market
With YouTube, marketers can _______.
Post videos of their products
Coupons make it possible to offer a price reduction only to those consumers who are _______.
Price-sensitive
A form of product placement where a product is woven throughout a program or becomes the program itself is known as ______.
Product integration
Cafe Refrez, a coffee shop, has signed an agreement with a popular TV show to feature its beverages in various episodes. This is an example of _______.
Product placement
Nonfranchise-building promotions communicate ________.
Promotional offers that induce immediate purchases
An advertising medium that uses items such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives to attract consumers is known as_______.
Promotional products marketing
Which of the following is an example of a mobile billboard ad?
Samantha sees a truck painted with an ad for "Glory Jeans."
George is the service engineer for a leading kitchen equipment manufacturer. During his routine visits to the customers' houses he takes orders for accessories such as detergents. Most of his orders are straight rebuys. George functions in the ______ stage of the evolution of selling.
Provider
The promotional Products association international (PPAI):
Provides public relations support for specialty advertising.
Lattice Inc., an oil manufacturing company, has undertaken an initiative to support a non-profit organization that promotes recycling. The company uses telemarketing and direct-mail in order to inform consumers of its efforts and request for funds. In this scenario, the company is combining direct marketing with ______ in order to promote its initiative.
Public relations
Cash payments that are made directly to a retailer's or wholesaler's staff to encourage them to promote and sell a manufacturer's product are known as ____ money.
Push
Value-added premiums reflect a product's _______.
Quality
Generally, ______ consists of titles and brief descriptions of about 10 articles elsewhere on the website.
RSS feeds
Which of the following is a form of broadcast media?
Radio
_____ -time data available from computerized checkout scanners make it possible for retailers to monitor promotions and track the results they yield on a daily basis.
Real
Studies have shown that combining advertising with personal selling results in:
Reduced costs
Which of the following activities are involved in consumer-oriented sales promotion?
Refunds and rebates
A corporate sponsorship of a page, which does not provide content, on a magazine's website is an example of ______.
Regular sponsorship
_________ and product integration valuation company iTVX have combined efforts to measure Results-Oriented integration for product placements.
Rentrak
A form of direct selling in which a salesperson visits a consumer's home, job site, or other location to sell frequently purchased products or services is known as _______.
Repetitive person-to-person selling
Which of the following is NOT one of the factores Deist & Johnson recommend that sales managers consider in the sales review process?
Reprimands and criticisms
You want to get information about a water purifier and you conduct an internet search with the phrase "carbon filtration system." Which of the following would represent the organic search results?
Results that appear only because of their relevance to the words in the search
In the advertising strategy known as _____, a user is shown ads on participating websites for a website that the user has visited but left without making a purchase.
Retargeting
All content that is created in flash is considered to be _______.
Rich media
An airline sending out e-mails to its customers to notify them about ticket discounts and frequent-flier programs is an example of combining direct marketing with ______.
Sales promotions
Yummy Foods gave away 25-ounce packs from its range of oatmeal products to consumers, free of charge. The company distributed the packs to those who shopped at select grocery stores around the state of Pennsylvania. Which of the following types of promotion did Yummy Foods employ?
Sampling
The method of enhancing the amount of traffic, driven to one's site by a search engine through unpaid results as opposed to paid inclusions is known as ______.
Search Engine Optimization
In order to think beyond the short-term sales fix of sales promotions, managers need to ______.
Set clearly defined objectives
Identify an example of a medium used in aerial advertising.
Skywriting
The social media app that originally developed as a way of sending pictures that quickly disappeared is ______.
Snapchat
Internet-based applications that have been developed on the ideological and technological foundations of Web 2.0 and that allow the generation and exchange of user-generated content are known as ______.
Social Media
Marketers are able to have a more direct and involved relationship with customers with the help of ______.
Social media
The electronic equivalent of junk mail that is considered a nuisance by consumers is referred to as _____.
Spam
Speed Inc. is a sports manufacturing company. Ron, an employee in a car retail store, makes $3,000 for every Speed Inc. car he sells. Speed Inc. pays this bonus along with his regular salary at the end of each month. Which of the following types of promotion is used by Speed Inc.?
Spiffs
The content of Web 1.0 consists mainly of _____.
Static sites
Which of the following products is most likely to be dependent on personal selling?
Steam turbines
A clothing brand's website offers consumers a 50% discount on every product on their first purchase. This is an example of a marketer trying to _____.
Stimulate trial
StuffToBuy.com, an online retail store, offers electronic coupons to individuals. A consumer can select any coupon of interest, download it, and redeem it at the place of purchase. Such coupons are provided in order to:
Stimulate trial
Urban furniture, convenience stores, shopping malls, and bus shelters.
Street furniture
A form of advertising that is designed to aid and assist other forms of advertising is known as ______.
Support advertising
Starboard Inc., an electronics brand, includes a promotional product in mailers sent to its customers. The company is using a combination of direct marketing and _____ in order to promote its products.
Support media
Identify a public relation activity that private companies promote using direct-response techniques.
Supporting environmental issues
Identify the most effective integrated marketing communications element for achieving the objective of creating public awareness for larger companies.
Television advertising
Serves as the primary trade association of the industry.
The Outdoor Advertising Association of the industry
Conducts traffic counts on which the published rates are based.
The Traffic Audit Bureau
Which of the following forms of support media is considered the final link in a buying cycle?
The Yellow pages
Which of the following traits of personal selling can be both advantageous and disadvantageous?
The ability to personalize the sales message
In a contest, the winner is usually determined by ______.
The company which conducts it
Which of the following is a limitation of direct-mail marketing?
The costs of mailers and catalogs increase as print costs increase.
To improve their one-on-one relationships with customers, companies use ______.
The internet
What is an advantage of direct marketing?
The program vehicles used for direct-response TV advertising are usually the most inexpensive available.
Identify an example of a retailer using catalogs as a direct-marketing strategy.
The retailer sends out mailers of its merchandise list to customers.
For e-commerce marketers, a prime indicator of effectiveness of the internet is:
The volume of sales generated.
______ enables many smaller companies, with limited budgets, to gain worldwide exposure.
The world wide web
In the context of direct marketing, identify a negative aspect of infomercials.
They are criticized for being disguised as TV shows.
Which of the following is true of infomercials?
They are designed to be viewed as regular TV shows.
Which of the following is true of banner ads?
They are the most common form of advertising on the Web.
Identify an accurate statement about print media
They face the problem of advertising clutter.
Which of the following statements about coupons is true?
They help in indicating price-sensitive customers to purchase a product or a service.
What is the benefit of using direct communication techniques instead of personal selling?
They help reduce the selling costs.
Identify a reason why companies use Customer Lifetime Value.
To optimize service levels to existing customers
Buses, airports, subway &rail, trucksides, taxi displays, and wrapped vehicles.
Transit
Direct Marketing is a form of advertising.
True
One of the advantages of outdoor ads is they offer timely exposures due to their proximity to shopping areas and vehicles on the way to shopping areas.
True
One of the most important uses of sales promotion techniques is to encourage consumers to try a new product or service.
True
Personal selling differs from other forms of communication in that messages flow from a sender to a receiver directly.
True
Provision of marketing intelligence refers to the ability of the sales force to feed back information regarding competitive programs, customer reactions, market trends, and other factors that may be important in the development of the promotional program.
True
RFM analysis is a marketing technique used to determine quantitatively which customers are the most profitable by examining how recently a customer has purchased, how often he or she purchases, and how much money the customer spends.
True
Sales promotion can provide inducement to marketing intermediaries such as wholesalers and retailers.
True
Specialty advertising is also known as promotional products marketing.
True
True or false: Specialty advertising does not have an established ongoing audience measurement system?
True
True or false: The objective of a one-step approach to direct marketing is to generate an immediate sale.
True
True or false: The response generated in direct marketing can take the form of an inquiry, a purchase, or even a vote.
True
True or false: With the increased popularity of the internet, the traditional direct-mail business is experiencing lower response rates from customers.
True
True or false: a major objective for using the web is to provide in-depth information about a company's products and services.
True
When Dell uses advertising, direct marketing, sales promotion, and the internet to create awareness that Dell is interested in companies' business, it is positioning the company as a solutions provider to assist and enhance the sales force's efforts.
True
When properly planned and executed to work together, advertising and sales promotion can have a synergetic effect much greater than that of either promotional mix element alone.
True
Many companies provide internet measures as a part of a package, that is, they provide audience measurement information as "_____ -front" information.
Up
With YouTube, users can do which of the following?
Upload and share videos
Identify a disadvantage of promotional products marketing.
Use of this medium by multiple advertisers can reduce the impact of a message.
Statistics generated by marketing research for the internet tend to show high _______.
Variance
Refers to digital video screens that appear in offices, stores, theaters, inside transit networks, health clubs, bars, and restaurants.
Video Advertising
Ricom motors, a car manufacturing company, has created a short feature film on the future of automotive technology. It plans to distribute the film to cable operators for free. The film will be released through cable TV networks. In this scenario, the company is using ______ to promote its brand name.
Video on demand
A major indicator of effectiveness for e-commerce marketers is the ______.
Volume of sales generated
The provision of information by users as contributors of content was first made possible by _______.
Web 2.0
On the internet, ______ keep information on a company, its products, and/or its service offerings current.
Well-designed sites
In a _______ sponsorship, a company only pays to sponsor a section of a website, but in a ______ sponsorship, the company also provides text or other material for use on the site.
regular; content
