AGEC 3010 Final Sample Questions

Using the AIDA model, an effective marketing message should get attention, hold interest, ________, and obtain action.

arouse desire

Which of the following types of advertising will most likely result in an advertising war?

comparative advertising

Today's retailers increasingly adopt environmentally sustainable practices. Which of the following is NOT one of these practices?

cutting back on recycling programs

Which of the following is NOT a step in designing an effective marketing channel?

determining pricing policy for channel members

Producers of strong brands sometimes sell to dealers only on the condition that dealers take some or all of the rest of a product line. This practice is known as ________.

full-line forcing

Conflict that occurs among firms at the same level of the marketing channel is known as ________ conflict.

horizontal

Which of the following is the first step in developing an effective integrated communications and promotion program?

identifying the target audience

Today, most companies are adopting the concept of ________, which carefully combines and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.

integrated marketing communications

A ________ is a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user.

marketing channel

The AIDA model identifies the characteristics of an effective ________.

marketing message

Which budgeting method entails defining specific promotion goals, determining the necessary tasks, and estimating the costs to determine a promotion budget?

objective-and-task method

Which of the following is a specialized and highly targeted media selection that an advertiser might use to reach smaller customer segments with personalized content?

online social networks

Encouraging customers to switch brands is most likely the objective of ________ advertising.

persuasive

Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events?

public relations

Using a(n) ________ strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product.

pull

John Deere does very little promoting of its lawn mowers and garden tractors to final consumers. Instead, John Deere's sales force works with Lowe's, Home Depot, independent dealers, and other channel members, who in turn sell John Deere products to final consumers. According to this information, which of the following promotion mix strategies is being used by John Deere?

push strategy

Under which promotional mix strategy does the producer direct its marketing activities toward channel members to induce them to carry the product and promote it to final consumers?

push strategy

Keeping the brand in a customer's mind during off-seasons is most likely a goal of ________ advertising.

reminder

In-store demonstrations, displays, sales, and loyalty programs are examples of ________.

sales promotion

A(n) ________ argument is most likely to be effective when the audience is highly educated or likely to hear opposing claims.

two-sided