mkt ch. 12, 14

Companies who primarily direct their promotional activities to channel members are using​ a(n) ______ strategy. A. push B. product C. integrated D. pull E. sales force

a

Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed​ a(n) ______ website. A. marketing B.. ​e-mail C. search engine D. phishing E. branded community

a

Marketers use​ __________ to engage customers​ anywhere, anytime during the buying and​ relationship-building processes. A. mobile marketing B. ​permission-based e-mail marketing C. online advertising D. blogs E. branded web communities

a

One reason integrated marketing communications is necessary is​ __________. A. consumers​ don't distinguish between content sources the way marketers do B. messages from companies come from a single source C. communication channels today are less fragmented than in the past D. companies have always integrated their various communication channels E. consumers can easily distinguish brand content from different sources

a

Which of the following is a form of traditional direct​ marketing? A. Kiosk marketing B. Mobile marketing C. Websites D. Blogs E. Social media marketing

a

Which of the following statements is correct regarding the use of advertising as a promotional​ tool? A. Consumers tend to view advertised products as more legitimate. B. Advertising reaches many people slowly. C. Advertising can reach masses of people only if they are geographically concentrated. D. Advertising allows marketers to communicate with buyers in a personal way. E. The cost per exposure of advertising is high.

a

The public relations function of​ _______ is used to build and maintain national or local community relationships. A. lobbying B. development C. public affairs D. press relations E. investor relations

c

​H&M recently ran ads that let viewers with certain Samsung smart TVs use their remotes to interact directly with the commercials. This recent form of direct response television marketing is called​ ________. A. iTV B. an infomercial C. phishing D. TV E. TVsquared

a

​____________ is perhaps the toughest public policy issue now confronting the direct marketing industry. A. Invasion of privacy B. Junk mail C. Deceptive advertising D. Irritation E. Deceptive pricing

a

Advertising appeals should have three characteristics. These characteristics​ are: A. to be​ believable, to be distinctive and to be consumer generated. B. to be​ meaningful, to be​ believable, and to be distinctive. C. to be​ meaningful, to be​ believable, and to use scientific evidence. D. to be​ meaningful, to be​ distinctive, and to use scientific evidence. E. to be​ meaningful, to be​ believable, and to be humorous.

b

When advertisers determine the qualitative value of message exposure through a given​ medium, they are assessing​ ________. A. engagement B. media impact C. impressions D. frequency E. reach

b

​________ involves sending an​ offer, announcement,​ reminder, or other item to a person at a particular address. A. ​Direct-response television marketing B. ​Direct-mail marketing C. Kiosk marketing D. Telemarketing E. Catalog marketing

b

​________ is a​ short-term incentive to encourage the purchase or sale of a product or service. A. Public relations B. Sales promotion C. Personal selling D. Direct and digital marketing E. Advertising

b

According to the​ text, _______ is perhaps the biggest advantage of social media. A. the low cost B. the potential for intrusiveness C. engagement and social sharing capabilities D.. return on investment E. ​user-controlled content

c

Because social media are ​_____​, they are ideal for starting and participating in customer conversations and listening to customer feedback. A. immediate and timely B. engaging C. interactive D. ​cost-effective E. targeted and personal

c

What are the two major elements in developing advertising​ strategy? A. Creating advertising messages and setting the advertising budget B. Determining the advertising budget and evaluating results C. Creating advertising messages and selecting advertising media D. Creating advertising messages and selecting advertising agencies E. Determining the target audience and selecting advertising media

c

Which advertising objective is used heavily when introducing a new product​ category? A. Attack B. Reminder C. Informative D. Persuasive E. Comparative

c

he primary purpose of​ _________ websites is to present brand content that engages consumers and creates​ customer-brand community. A. ​e-mail B. content C. branded community D. search engine E. marketing

c

n the promotion​ mix, ________ refers to any paid form of nonpersonal presentation and promotion of​ ideas, goods, or services by an identified sponsor. A. crowdsourcing B. personal selling C. advertising D.. sales promotion E. public relations

c

Which of the following statements about mobile marketing is​ correct? A. Like other types of​ advertising, mobile ads are not very engaging. B. Mobile marketing is not used by companies to stimulate immediate buying. C. Most smartphone owners do not use mobile apps. D. Smartphones can be very useful in shopping situations. E. Mobile advertising spending in the U.S. is declining.

d

Which of the following statements regarding the changing communications landscape is​ correct? A. Marketers today are shifting their efforts to mass marketing. B. The digital age has had little impact on marketing communications. C. In terms of​ communication, today's consumers are less empowered. D. The dominance of​ television, magazines, newspapers and other traditional mass media is declining. E. More than​ ever, consumers are relying on marketers for information.

d

What is the goal of integrated marketing​ communications? A. To lower overall marketing expenditures B. To maximize return on investment C. To integrate communications via online and mobile technologies D. To have different media carry different messages about a brand E. To deliver​ clear, consistent, and compelling messages about the organization and its brands

e

Which promotional tool engages directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer​ relationships? A. Sales promotion B. Advertising C. Personal selling D. Public relations E. Direct and digital marketing

e

The digital version of​ word-of-mouth marketing that involves creating​ videos, ads, and other marketing content that is so infectious that customers will seek them out or pass them along to their friends is called​ _______. A. viral marketing B. online marketing C. ​e-mail marketing D. ​omni-channel marketing E. search engine marketing

a

Which of the following is true regarding the forms of direct and digital​ marketing? A. Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program. B. Traditional direct marketing tools are still used but are no longer important. C. Marketers today only use direct and digital marketing. D. Online marketing is the only form of direct and digital marketing. E. Direct and digital marketing does not include mobile marketing.

a

How does Google earn approximately​ 90% of its​ revenues? A. Through​ fund-raising B. Selling contextual advertising C. Selling search results D. Selling subscriptions to the site. E. Selling information to technology businesses

b

The benefits of direct and digital marketing for buyers are that it is​ _________. A. ​easy, private and expensive B. ​easy, convenient and private C. ​easy, convenient and public D. ​easy, convenient and impersonal E. ​convenient, private and hard to use

b

Which of the following statements about public relations is​ correct? A. The impact of public relations on public awareness comes at a much higher cost than advertising. B. The lines between advertising and public relations are becoming more and more blurred. C. Trade associations do not use public relations. D. Public relations cannot be used to engage consumers. E. Public relations is only used to promote products.

b

One challenge of social media marketing is that​ ___________. A. very few companies use it B. it is used for​ real-time marketing C. it has not spread globally D. it is​ cost-effective E. social networks are largely​ user-controlled

e

Which of the following statements is true regarding sellers and their use of direct and digital​ marketing? A. Sellers using direct and digital marketing cannot solicit questions and feedback from customers. B. Sellers have opportunities to engage in​ real-time marketing. C. For​ sellers, using direct and digital marketing is expensive. D. For​ sellers, direct and digital marketing is very inefficient. E. For​ sellers, direct and digital marketing is inflexible.

b

Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations​ function? A. Investor relations B. Development C. Press relations D. Public affairs E. Lobbying

b

ebites, online​ advertising, email, online​ video, and blogs are all forms of​ ______. A. social media marketing B. online marketing C. telemarketing D. traditional direct marketing E. mobile marketing

b

Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as​ _______. A. content sites B. online social media C. ​e-tailers D. transaction sites E. ​search-engine portals

c

Consumers may receive an​ e-mail, supposedly from their bank or credit card​ company, saying that their​ account's security has been compromised. The sender asks consumers to log on to a provided Web address and confirm their account and other personal information and then steals this private information. This is a fraudulent practice called​ ______. A. mobile marketing B. telemarketing C. phishing D. infomercials E. spamming

c

Logos, stationery,​ brochures, signs, business​ forms, business​ cards, buildings,​ uniforms, and company cars and trucks are examples of which promotional​ tool? A. Written materials B. Special events C. Corporate identity materials D. News E. Public service activities

c

Specific promotional tools used in​ ______ include direct​ mail, catalogs, online and social​ media, mobile​ marketing, and more. A. public relations B. personal selling C. direct and digital marketing D. advertising E. sales promotion

c

Forms of digital and social media marketing include​ ______. A. ​direct-response TV​ marketing, telemarketing and​ direct-mail marketing B. ​telemarketing, direct-mail​ marketing, and catalog marketing C. kiosk​ marketing, telemarketing and​ direct-response TV marketing D. online​ marketing, social media​ marketing, and mobile marketing E. ​telemarketing, face-to-face​ selling, and kiosk marketing

d

Many consumers today rent DVDs from a vending machine called​ Redbox, which can be found in retail stores and other locations. Redbox is type of direct marketing tool called​ a(n) _________. A. infomercial B. iTV C. DRTV D. kiosk E. website

d

Selling below cost with the intention of punishing a competitor or gaining higher​ long-run profits by putting competitors out of business is an illegal practice called​ _______. A. price fixing B. deceptive pricing C. price maintenance D. predatory pricing E. price discrimination

d

To avoid being intrusive and​ annoying, most legitimate​ e-mail marketers practice​ ______, which means sending​ e-mail pitches only to customers who​ "opt in." A. spamming B. phishing C. viral marketing D. ​permission-based e-mail marketing E. unsolicited​ e-mail marketing

d

Which advertising objective is best suited to building selective​ demand? A. Attack B. Informative C. Reminder D. Persuasive E. Humorous

d

Which of the following statements about blogs is​ correct? A. They are expensive to start and maintain. B. For​ consumers, they are impersonal. C. Companies cannot gain insights from their blogs. D. Blogs can be difficult for the company to control. E. Blogs are a​ company-controlled medium.

d

Which promotional tool is best suited to deliver a personalized and immediate message to a specific customer or customer​ community? A. Personal selling B. Public relations C. Sales promotion D. Direct marketing E. Advertising

d

A blog is​ a(n) ______. A. type of online advertising B. ​text- and​ image-based ad and link that appears atop or alongside search engine results C. type of targeted​ e-mail D. mobile app E. online forum

e

One popular method of branded entertainment is​ ________, which embeds brands as props within other​ programming, for​ example, television shows and movies. A. webisodes B. viral marketing C. advertainment D. native advertising E. product placement

e

Specific promotional tools used in​ _______ include press​ releases, sponsorships,​ events, and web pages. A. sales promotion B. direct and digital marketing C. personal selling D. advertising E. public relations

e

The​ _____________ message execution style shows one or more​ "typical" people using the product in a normal setting. A. scientific evidence B. mood or image C. fantasy D. lifestyle E. slice of life

e

What is the goal of a pull​ strategy? A. To build trade demand B. To increase sales calls to distributors C. To save money by only focusing on consumers D. To give channel members incentives to carry the product E. To build consumer demand

e

________ advertising is utilized most often by​ mature, well-known brands. A. Persuasive B. Attack C. Informative D. Comparative E. Reminder

e

​Generally, _________ is a​ company's most expensive promotional tool. A. direct and digital marketing B. Advertising C. Public relations D. Sales promotion E. personal selling

e