MGMT 105 Ch. 13

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​________ 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

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

Which type of advertising seeks to influence public opinion in areas that serve the public​ interest, such as texting while​ driving?

Advocacy

According to this video, companies use celebrities in Super Bowl ads for which of the following reasons

All of these

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?

Attitudinal measures

​________ 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 is an example of owned​ media?

Blogs

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 advantage that direct mail has over​ catalogs?

Direct mail can be personalized for each recipient.

Which of these is an example of the​ one-to-one model of marketing​ communication?

Direct marketing

​________ refers to any​ one-to-one communication from a company to a consumer or business recipient designed to generate a response in the form of an​ order, a request for further​ information, or a visit to a store or other place of business for purchase of a product.

Direct marketing

​________ 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

Which of the following refers to a measure used for comparing the effectiveness of different media vehicles—average reach times​ frequency?

Gross rating points​ (GRPs)

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

Which of the following is a process of combining traditional marketing activities with activities on social​ media?

Multichannel promotion strategy

​________ 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

Putting a celebrity in an ad to increase desire for a product and move consumers toward a purchase is part of what multi-stage promotional model?

The hierarchy of effects

During which step of developing the promotion mix do marketers consider the hierarchy of effects and the need to​ "push" the consumer through various stages from awareness to​ loyalty?

When establishing communication objectives​ (Step 2)

At millions of dollars per ad, the Super Bowl is by far the most expensive television media program. The video suggests that this high expense can be well worth it for companies because

all of the above contribute to the value of a Super Bowl ad

During the Super Bowl, there are dozens of ads, each trying to stand out and get viewers' attention over the other ads and the game itself. This barrage of messages is known as

clutter

​A(n) ________ is a fancy term for an​ opt-in incentive to persuade someone to join an email mailing list.

ethical bribe

So far as major advertising decisions, incorporating a celebrity into an ad falls into the category of

execution format or creative tactics

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

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

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 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

In which of the following promotion budgeting techniques does an organization first define specific communication goals and then try to calculate what kind of promotion will be needed to meet those​ goals?

​Objective-task method

Which of the following types of advertising content is created when consumers discuss a product using digital​ technology?

​User-generated content​ (UGC)

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


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