MKTG 3650 Chapter 17
The biggest advantage of publicity is
A and b above are correct
The _______ is the initial contact with a qualified prospect.
Approach
Advertising in which a firm's brand is directly compared against those of competitors is called:
Comparative advertising
The FTC issued a ruling in 1979 that encourages the use of ____________ advertising, as long as they are truthful arguing that consumers are armed with more data upon which to make informed choices.
Comparative advertising
__________ are forms of sales promotion in which consumers or company employees compete with one another to win monetary or non-monetary prizes.
Contests
After determining the target audience for an advertising campaign, firms must decide what the advertising should accomplish. Such decisions are done in which stage of the advertising process?
Establish advertising objectives
_______________ promotes organizations rather than products.
Institutional advertising
__________ should be used when products must be customized in order to best fit customers' special needs.
Personal selling
Sales promotions are employed to solicit interest in a firm's products. The objective is to generate interest that leads to requests for further information. This step in the personal selling process is ___________.
Prospecting
With B2C sales, firms often rely on inquiries by email, social media, or inquiries made to the sellers' websites to identify potential customers. This step in the personal selling process is ___________.
Prospecting
A primary weakness of sales promotions is:
Their use may build customer loyalty to the deal, rather than to the brand
The key "public" that is targeted by a firm's PR efforts is _____.
All of the above
With the __________, the salesperson presumes the buyer has made a positive decision and only minor points need to be clarified to "finalize the details of the sale."
Assumptive close
Persuasive advertising is employed mainly to:
Create selective demand for individual brands
Perfumes, jewelry, and designer clothing are often advertised in pleasant settings or usage situations in an attempt to create a positive mood or image for the brand advertised. The advertising appeal employed is ____________.
Emotional appeal
_________ appeals show the product being used within the context of someone enjoying a specific event or experience.
Life style appeals
_______________ is used to develop primary demand for the product category, rather than demand for individual brands.
Pioneering advertising
The acronym "POD" stands for __________.
Point of Difference
POP in sales promotion terminology stands for _________.
Point of Purchase
With respect to the personal selling process, _______ is the process of identifying potential customers and is the first step in the process.
Prospecting
The range of short-term paid incentives that are used to encourage the sale of specific products or brands are ____________.
Sales promotions
An LA Fitness salesperson may offer to "waive your enrollment fee if you sign-up today." The sales person is using the ___________ .
Standing room only close
A primary weakness of sales promotions is:
They are easily duplicated by competitors and may lead to sales promotion wars
Diet Coke's "Red Dress Online Initiative" used traditional and online media to draw attention to women's heart disease as the number one killer of women. This is an example of ____________.
Advocacy advertising
Kellogg's "Share Your Breakfast" campaign used Facebook as the primary medium for its 2011 award-winning advertising campaign. In its ads, Kellogg urged consumers to submit their breakfast photos. Kellogg, for each photo, donated money to a nonprofit organization that provided free breakfasts to schoolchildren. This is an example of ____________ .
Advocacy advertising
Using __________ firms attempt to communicate their positions on important issues. The purpose is to influence the opinions of targeted audiences concerning the issue. Often the general public is the primary target audience.
Advocacy advertising
Memorable advertising messages that are easy to recall and remember should possess which of the following characteristics?
All of the above are important
Determining the Big Idea is part of the ______________ stage of advertising strategy development.
Creating the advertising message
The primary objective of ____________ in which customers accumulate points over time with each purchase is to encourage consumers to continue buying the firm's products.
Loyalty programs
With __________ customers accumulate "points" over time that can be redeemed for products or cash.
Loyalty programs
A typical Caterpillar salesperson calls on its regional distributors, as well as larger agricultural and construction businesses is an example to generate orders and maintain customer relations. This type of salesperson is a(n) ____________.
Outside order taker
___________ are traveling salespersons who visit customers in the field and generate orders in the process. This form of selling is most common in B2B supply chains.
Outside order takers
___________ materials are specialized types of sales promotions that include end-of-aisle displays, window signs, special display racks, shelf coupon dispensers, and displays next to check-out counters.
POP materials
_______ is the most influential component of the promotion mix and the only component that can effectively make the sale.
Personal selling
For an advertising message about a product or brand to be "determinant" it must focus on or emphasize ____________.
Some point of difference (POD)
_________ is any form of one-way, paid communication delivered in masse through electronic, print, or Internet-based media with the purpose of informing, reminding, or persuading.
Advertising
The key "publics" that are targeted by a firm's PR efforts include all of the following except _____.
All of the above are targeted. There are no exceptions.
By computing the advertising budget using ____________ , advertisers are implicitly, and incorrectly, assuming that sales causally drive advertising expenditures.
All you can afford, percent of sales
With the __________ budgeting approaches, funds allocated to advertising tend to increase when sales rise and decrease when sales decline.
All you can afford, percent of sales
Armed with knowledge gathered in the early steps of the personal selling process, the seller is prepared to contact the prospect and, potentially, make an initial presentation. This is the ____ step in the personal selling process.
Approach
To close a sale, the salesperson may ask "Would you prefer delivery by UPS or FedEx?" Or, "Will you pay cash, or can we assist you with financing?" Such approaches are common with the _________.
Assumptive close
Burger King's simple but memorable "Have It Your Way" creative concept was the basic theme upon which subsequent advertising was based for more than 20 years. "Have It Your Way" was Burger King's _____________ .
Big Idea
In B2B selling, __________ presentations generally should be avoided in favor of hybrid presentations in which the seller listens as much, or more so, as he or she speaks.
Canned
______ are forms of sales promotion directed at the sales force with the objective of motivating or incentivize extra effort and improved performance.
Contests
The use of ___________ has been claimed to be a mild form of price discrimination because only price-conscious consumers are likely to take the time and effort to use them.
Coupons
________ are responsible for delivering and stocking products for which an order has already been placed.
Delivery salespersons
Bounty paper towels employ _____________ in which the brand is presented in a way that emphasizes its absorbency and strength.
Demonstration advertising
___________ show the product actually being used. The specific objective is to highlight key benefits or features in a usage situation. This is an example of a(n) _________.
Demonstration advertising
When __________ advertisers seek to determine the cost of advertising needed to achieve the desired objectives.
Determining the advertising budget
__________ consists of messages delivered through the mail; catalogs; telephone calls; direct response advertising and infomercials, in magazines or on television or radio; or through digitally-mediated communication sources such as tweets, texts, or emails.
Direct marketing
____________ are employed in advertising to create a positive mood or image surrounding the product and its use. Usually there is no attempt to link the brand to any specific benefits or features.
Emotional appeals
BP ran an effective institutional advertising campaign to improve its image after the Gulf oil spill. The purpose of the ads was to inform the public, affected citizens and businesses, and governmental agencies of its efforts to clean up the spill and its steps to ensure that it would not happen again. When BP decided on the purpose(s) of the campaign is was in which stage of the advertising process?
Establish advertising objectives
Michelin's ads emphasizing keeping one's family safe by selecting the correct tires and American Cancer Society ads aimed at de-marketing cigarettes and other tobacco products are among the better examples of _____________.
Fear appeals
___________ are employed to scare people into buying or not buying and using certain products.
Fear appeals
A salesperson asks: "Is there any reason why we can't process your order and proceed with the shipment next week?" The salesperson is probably using a(n) ___________.
Final objection close
The __________ close should only be used if the seller is confident that the prospective customer understands and agrees with the differentiating values of the salesperson's product.
Final objection close
With respect to assessing advertising effectiveness the number of times consumers comprising a target audience are repeatedly exposed to a given message during a specified period of time is called _______.
Frequency
___________ are employed to gain attention and, hopefully, create a positive "affective" response to the ad that can rub off on the product. The idea is "like the ad, like the brand."
Humor appeals
The first step in the advertising process is to ___________ .
Identify the target audience
Sales staff working the sales floor in Best Buy or Dillard's are technically called ______.
Inside order takers
The primary tasks of _____________ are to answer customers' questions, take orders, and make suggestive sales.
Inside order takers
Subsequent to the now infamous Gulf oil spill in 2010 BP employed ____________intended to "clean up" its image by talking about the steps it has taken to clean up the Gulf and prevent future similar disasters.
Institutional advertising
____________ is intended to promote the image of an organization by highlighting specific activities in which the organization is engaged, people who represent the organization, and/or ideas and points of view espoused by the organization.
Institutional advertising
The typical Mountain Dew ad shows young adults enjoying the refreshing coolness of mountain while engaging in some fun activity, such as swimming and partying in a mountain lake. The advertising appeal used is __________.
Life style appeals
Teresa Wilson works for Whitman Pharmaceutical Co. Teresa provide service support to pharmacies, hospitals, and physicians, but does not actively become involved in making sales. Teresa is compensated via salary. Teresa is a(n) _________.
Missionary salespersons
__________ don't actually get involved in making sales. Their job is to provide B2B customers and prospective customers with information, assist in promotion activities with the Firm's supply chain partners, and generally work to build goodwill.
Missionary salespersons
John Larson is a sales representative for Whitman Manufacturing. John's primary job is to seek new customers, but he is also tasked with generating increased sales to existing customers. John is a(n) _________ .
Order getter
___________, as salespersons, usually work in the B2B arena, and are engaged in creative selling to prospect and qualify prospective customers.
Order getters
_________ is an oral, personal, and often face-to-face communication between prospective buyers and sellers.
Personal selling
_________ should be used when products being marketed are complex enough such that their precise use or benefits must be explained or demonstrated to customers.
Personal selling
The purpose of ___________ to create awareness and trial for new products that are in the introductory stages of their product life cycles.
Pioneering advertising
___________ is used during growth and maturity stages of the PLC to differentiate the firm's brand from competitors' brands.
Pioneering advertising
Meg Ryan spends hours searching for data concerning sales prospects in the SEC's Edgar database, Hoover's, The Wall Street Journal, Standard & Poor's 500 Directory, and Dun & Bradstreet's Million Dollar Directory. Meg is engaged in _______ step of the personal selling process.
Pre-approach
Primarily a consideration with B2B selling, ____________ is a homework step in which as much is learned about the prospect as possible.
Pre-approach
Firms typically will attempt to characterize likely customers in terms of easily identifiable geographic and demographic characteristics and then employ various directories and databases to locate people with these characteristics. This step in the personal selling process is ___________.
Prospecting
_________ is the organized effort by a firm in an attempt to manage the publicity it receives; create positive attitudes toward the firm, its product, and its policies; and foster positive relationships with various internal and external publics.
Public relations
Managing media relations, publicity, lobbying, and investor relations are generally handled by the firm's ___________.
Public relations staff
The key questions asked during the _________ step of the personal selling process are: Does the prospect need and want the product? And, does the prospect have the resources to buy the product?
Qualifying
With respect to assessing advertising effectiveness the number or percentage of consumers in a particular target audience exposed to a specific advertising message in a given period of time is called __________.
Reach
________ are essentially refunds that amount to price reductions for products already purchased.
Rebates
___________ employed to keep the brand in consumers' minds. Letting them know that the brand is available and continues to be a viable choice.
Reminder advertising
___________ are technical experts in industries where products must be tailored to the needs of specific customers.
Sales engineers
___________ are trained in engineering or the sciences. These sales people offer their technical expertise to advise clients on product specifications and functions, and assist with systems design and installation.
Sales engineers
Normally employed to supplement the Firm's advertising and personal selling efforts, the range of short-term paid incentives that are used to stimulate purchase are _______.
Sales promotions
The purpose of __________ as a form of sales promotion is to introduce customers to new products and to stimulate trial.
Samples
________ are intended to either make one feel more attractive by using a product by attaching sensual or even erotic imagery to the product
Sex appeals
A prospective member is considering an LA Fitness membership. In her discussion with the sales rep the prospective member asks "what can you do to sweeten the deal?" The sales rep may respond by saying "I can waive the $100 initiation fee if you sign up now." The sales rep has used a(n) ___________.
Sharp angle close
Using the ____________ the buyer asks for a concession, such as free delivery or additional features as part of the sale.
Sharp angle close
Tide laundry detergent commercials often show the average homemaker enjoying brighter, cleaner laundry as a result of using Tide's latest formula. The advertising appeal employed is _____________.
Slice of life appeals
___________ appeals show the product being used by the "typical consumer" in a normal setting.
Slice of life appeals
Sales promotion include all of the following except ___________ .
Specialty advertising
With the ____________ close the seller urges the prospect to buy immediately in order to receive, for example, a special price or free gift before some deadline passes.
Standing room only close
Which of the following is not one of the purposes of advertising?
Stimulate immediate action in retail settings
_________ is a form of sales promotion in which consumers (usually) submit an entry that entitles them to take part in and potentially win one or more prizes.
Sweepstakes
The ____________ is the set of message recipients toward which advertising is directed and may be the market to which the Firm's products are targeted.
Target audience
Jenny Craig has used Marie Osmond as a celebrity spokesperson to endorse its program and products. This an example of _____________.
Testimonial advertising
Weight loss products often use _______________ showing real people endorsing a product because they have successfully used the product to lose weight.
Testimonial advertising
__________ attempt to use endorsers who appear likeable and believable to attest to the product's utility and value.
Testimonial advertising
