MKTG330 unit 4 exam review

an advertising platform is: a. basic issue or selling point that an advertiser wishes to include in an advertising campaign b. objective of the advertising campaign, stated in precise and measurable terms c. form in which the basic issues of the campaign should be presented d. broad objectives of the advertising campaign e. consumer advertising research conducted

a. basic issue or selling point that an advertiser wishes to include in an advertising campaign

primary demand is defined as: a. demand for a product category b. demand for a new product c. consumer awareness of a product category d. stimulating demand for any products e. demand for a particular brand

a. demand for a product category

Cheyenne calls to see if her customer's new hardwood floors were installed correctly: a. during the follow-up b. immediately after the closing c. near the end of the sales presentation d. the next time she makes a sales call to that customer e. after she receives cash payment from that customer

a. during the follow-up

which social networking platform has such a large group of users that you're likely to find your target audience? a. facebook b. instagram c. snapchat d. linkedin e. b and d only

a. facebook

advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ___________ advertising a. institutional b. product c. organizational d. pioneer e. advocacy

a. institutional

advertising, personal selling, sales promotion, and public relations are called: a. promotion mix ingredients b. marketing mix components c. characteristics of a product d. advertising tools e. nonpersonal communication

a. promotion mix ingredients

an organization may conduct a ___________ when it wants to measure the extent to which stakeholders view it as being socially responsible a. social audit b. publicity audit c. environmental audit d. communications audit e. environmental impact study

a. social audit

the ability of a marketer to identify customers before they make a purchase is called: a. connectivity b. addressability c. interactivity d. accessibility e. control

b. addressability

one trend that has caused consumer-generated information to gain importance is: a. an increase in mobile digital technology b. consumers' tendencies to trust other consumers over corporations c. the cultural trend of consumers being influenced by the "village" d. the increase in adults other than parents influencing children e. a reduction in advertising expenditures

b. consumers' tendencies to trust other consumers over corporations

the verbal portion of an advertisement, including headlines, body, and signature, is called the: a. artwork b. copy c. storyboard d. layout e. script

b. copy

the coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines: a. communication b. integrated marketing communications c. tactile communication d. kinesic communication e. proxemic communication

b. integrated marketing communications

while anticipating objections and countering them before they are asked is a good idea, one negative consequence of doing so is that the salesperson may: a. annoy the customer b. mention objections the customer had not though of c. take too long in trying to sell the product, and the customer may stop listening d. not emphasize its features and benefits enough e. begin to lie about the product

b. mention objections the customer had not thought of

selective demand is demand for a: a. general type of product b. particular brand c. new product d. competitor's product e. service

b. particular brand

if a company calls a meeting to announce a major news event, this is known as a: a. media call b. press conference c. news release d. press release e. public service announcement

b. press conference

when a company promotes its position on a public issue, this is specifically referred to as ____________ advertising a. institutional b. product c. advocacy d. issue e. competitive

c. advocacy

the stage of the personal selling process in which the salesperson attempts to make a favorable impression, gather information about the customer's needs and objectives, and build a rapport with the prospective customers is called: a. prospecting b. preapproach c. approach d. making the presentation e. overcoming objections

c. approach

Tyler is a purchasing agent for Kellogg's. he is currently negotiating with his suppliers to receive a _____________, which is a temporary price reduction to resellers for purchasing specified quantities of a product a. push money allowance b. merchandise allowance c. buying allowance d. buy-back allowance e. discount

c. buying allowance

which of the following refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital media and digital marketing a. digital marketing b. digital media c. electronic marketing d. digital electronics e. social media

c. electronic marketing

Jamba Juice offers its customers a stamp card that allows them to receive a free smoothie after they have filled an entire card. this is an example of: a. free sample b. rebate c. frequent-user incentive d. premium e. consumer contest

c. frequent-user incentive

the first stage in the development of an advertising campaign is: a. creating the message b. setting the budget c. identifying the advertising target audience d. defining the advertising objectives e. creating the advertising platform

c. identifying the advertising target audience

paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called: a. advertising b. sales promotion c. personal selling d. target marketing e. public relations

c. personal selling

if an advertising campaign is aimed at increasing brand awareness and consumers' knowledge of a product's features, the advertising objective should be stated in terms of: a. market share b. dollar sales c. unit sales d. communication e. long-run goals

d. communication

the difference between consumer sales promotion and trade sales promotion methods is: a. with consumer sales promotion, marketers try to persuade retailers to carry their products b. with trade sales promotion, marketers focus on trading with consumers c. consumer and trade sales promotions aim at retailers, but only trade sales promotions aim at wholesalers d. consumer sales promotions focus on getting consumers to buy their products, whereas trade sales promotions focus on getting wholesalers and retailers to buy e. trade sales promotions attempt to persuade people to buy at particular stores, whereas consumer sales promotions focus on persuading people to buy particular products

d. consumer sales promotions focus on getting consumers to buy their products, whereas trade sales promotions focus on getting wholesalers and retailers to buy

which of the following types of promotion informs potential customers about a product and what it is? a. reminder b. competitive c. comparative d. pioneer e. repetitive

d. pioneer

Jennifer is beginning her week as a sales representative for Gartner. she decides to start the day by developing a list of potential customers, which is called: a. preapproaching b. surveying c. scouting d. prospecting e. screening

d. prospecting

___________ is a broad set of communication activities used to create and maintain favorable relations between organization and its stakeholders a. advertising b. selling c. a press strategy d. public relations e. publicity

d. public relations

the three general types of media schedules are: a. pulsing, beating, and continuous b. short, medium, and long-term c. morning, afternoon, and evening d. pulsing, continuous, and flighting e. light, heavy, and alternating

d. pulsing, continuous, and flighting

in the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication: a. receiver b. transmitter c. decoder d. source e. noise

d. source

a sharing of meaning defines: a. promotion b. information c. noise d. interference e. communication

e. communication

if Target were to base its advertising appropriation on the amount that Walmart spends, it would be using the ___________ approach a. objective-and-task b. percent-of-sales c. industry-standard d. arbitrary e. competition-matching

e. competition-matching

_________ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information. a. accessibility b. addressability c. interactivity d. connectivity e. control

e. control

an arrangement in which a manufacturer pays a certain amount of a retailer's media costs for advertising that manufacturer's products is: a. a buy-back allowance b. a merchandise allowance c. premium money d. push money e. cooperative advertising

e. cooperative advertising

Walgreen's has set up a website that enables customers to converse with the company and communicate their needs and wants. this is an example of a(n) ___________ website. a. accessible b. controlled c. linked d. addressable e. interactive

e. interactive

a salesperson finds and analyzes information about each prospect's specific product needs, current use of and feelings about brands, and personal characteristics during: a. prospecting b. the approach c. presentation preparation d. overcoming objections e. the preapproach

e. the preapproach