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