BA303 Final Exam
Direct and Digital Marketing
The fastest growing form of marketing is ____.
Awareness, knowledge, liking, preference, conviction, and purchase
Which of the following is the correct order of the six buyer-readiness stages?
The lines between advertising and public relations are becoming more and more blurred
Which of the following statements about PR is correct?
Development
Which public relations function is used to work with donors or members of nonprofit organizations to gain financial or volunteer support?
Informative
Which type of advertising is heavily used for new product category introductions?
Public relations
____ consists of activities designed to engage and build good relations with the company's various publics.
Buzz marketing
_____ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities.
Direct and digital marketing
_____ involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
Sales promotion
_____ is the promotion mix tool that consists of short-term incentives to encourage the purchase or sale of a product or service
According to the text, what can be the ultimate direct marketing medium, assuming it is used correctly?
Social Selling
According to the text, what is the fastest-growing sales trend today?
Invasion of privacy
According to the text, what is the toughest public policy issue now confronting the direct marketing industry?
To be meaningful, to be believable, and to be distinctive
Advertising appeals should have three characteristics. These characteristics are ____.
Easy, convenient, and private
Buyers have increased their use of direct and digital marketing because they are ____.
Phishing
Consumers may receive an email, supposedly from their bank or credit card company, saying that their account's security has been compromised. The sender asks them 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 ____.
Event marketing
Delta Faucet partnered with Warrior Dash, which sponsored several 5K mud run races around the country over the summer. At each event, Delta built a huge custom shower station, complete with 184 Delta showerheads, where mud-soaked competitors could meet and wash off after the race. This is an example of which type of promotion?
Identifying the target audience
Developing effective marketing communications starts with ____.
Real-time marketing
Digital marketing can link brands to important moments in customer's lives. This aspect of digital marketing is called ____.
Direct, one-to-one communications
Direct mail is well suited for which of the following?
Tell a value story.
During a sales presentation, which of the following would best fit a relationship marketing approach?
Supervision; motivation
Helping salespeople to "work smart" by doing the right things in the right ways is the goal of ____, whereas getting them to work hard is the goal of ____.
Customer
Proctor & Gamble organizes its sales reps into teams, and each team is assigned to a major account (such as Safeway or Walmart). Which type of sales force structure is P&G using in this example?
Communicate well
Regardless of the size of the budge, to succeed, advertising must engage consumers and ____.
Interactive
Social media is ideal for starting and participating in customer conversations and listening to customer feedback. This is because social media is ____.
Damage customer relationships
Some companies still treat sales and marketing as separate functions. One effect this can have is to ____.
Public relations
Specific promotional tools used in _____ include press releases, sponsorships, events, and web pages.
Public affairs
The public relations function of ____ is used to build and maintain national or local community relationships.
Permission based email marketing
To avoid being intrusive and annoying, most legitimate email marketers practice ____, which means sending email pitches only to customers who "opt in".
Creative concept
To bring the message strategy to life in a distinctive and memorable way, advertisers develop what is known as the "big idea". This big idea becomes the ____.
Channel members
Using a push strategy, a firm directs its promotional efforts toward ____.
Display ads and search-related ads
What are the two main forms of online advertising?
Prospecting
____ identifies qualified potential customers and is the first step of the personal selling process.
Slice of life
Which execution style shows one or more "typical" people using the product in a normal setting?
Advertising
Which promotional tool is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor?
Reminder
Which type of advertising is important for mature, established brands?
Special events
A company holds a news conference to announce a new product launch. Which PR tool are they using in this example?
Advertising
A company wishes to reach a large number of geographically dispersed buyers at a low cost per exposure. Which element of the promotional mix should the company use?
Useful
A marketing website should be easy to use and visually appealing. To be effective, these websites must also be ____.
Video convergence
A recent study showed that more than 2/3 of advertisers are planning video ad campaigns that stretch across multiple viewing platforms. This is called ____.
To inform, persuade, or remind
Advertising objectives can be classified based on three primary purposes. What are the three purposes?
Handle objections
After the presentation and demonstration step in the sales process, a salesperson should next be prepared to ____.
Comparative advertising
When a company directly or indirectly compares its brand with one or more other brands in an advertisement, they are using ___.
Written materials
Annual reports, brochures, articles, and company newsletters all represent which type of PR tool?
Personal selling
At certain stages of the buying process, which element of the promotional mix is most effective in building up buyers' preferences, convictions and actions?
Transaction-oriented
When the only goal of personal selling is close to a sale, a company is using a(n) ____ approach.
Interpersonal
In complex selling situations, personal selling can be very effective because it is ____.
Cost per 1,000
In selecting a media vehicle, media planners need to determine the cost of the vehicle's reach. To measure this, they use a method known as ____.
encoding
In the communication process, putting thought into symbolic form is called ____.
Emotional
In the content of a message, marketers often use ____ appeals such as joy, love, humor, fear, and guilt.
Branded entertainment
It is common to see product placements -- embedding brands as props within other programming, such as TV shows or movies. Product placements are a form of ___.
Corporate identity materials
Logos, stationery, brochures, signs, business cards, buildings, and uniforms are all types of ____.
Brand community
Many company websites are now designed to do more than just sell product. These websites, known as ____ websites, attempt to build closer customer relationships and generate engagement with and between the brand and its customers.
Kiosk
Many customers today rent DVDs from a vending machine called Redbox that can be found in retail stores and other locations. Redbox is which type of direct marketing tool?
Push money
Many manufacturers have to pay retailers to get shelf space. This is an example of which type of promotion?
Content marketing managers
Many marketers today create, inspire, and share brand messages and conversations with customers across a mix of communication channels. In this regard they view themselves as ____.
Major media, atmospheres, and events
Nonpersonal communication channels include ____.
Sizing the sales force
Once the company has set its structure, what is the next strategic decision it faces?
Premiums
One consumer promotion tool is ____, which are goods offered free or at a low cost as an incentive to buy a product.
Marketers cannot control where users pass along the message
One drawback to viral marketing is that ____.
Word of mouth
One form of influence that carries great weight, especially for products that are expensive, risky, or highly visible is ____.
Attention leads to interest, which hopefully leads to desire and then action
One framework for designing an effective message is the AIDA model. In the AIDA model ____.
Draws consumers to a brand
One primary PR responsibility is to create content that ____.
Consumers don't distinguish between content sources the way marketers do
One reason there is a need for integrated marketing communications is that ____.
Recruiting and selecting salespeople
One study found that the best salespersons have four traits in common: intrinsic motivation, a disciplined work style, the ability to close a sale, and the ability to build relationships with customers. Knowing this would be most useful at which stage of sales force management?
Evaluating
Sales reports, call reports, and expense reports are all used in the process of ____ salespeople.
Customers become loyal to salespeople as well as the companies they represent
The concept of salesperson-owned loyalty means that ____.
A fixed amount, a variable amount, expenses, and fringe benefits
What are the four elements of a compensation plan for salespeople?
Consumers, marketing strategy, and digital technologies
What are the three major factors identified in the text that are changing today's marketing communications landscape?
Creating messages and selecting media
What are the two major elements of advertising strategy?
That everyone and everything may soon be connected digitally
What is meant by the term "the Internet of Things" (IoT)?
The qualitative value of exposure to a message
What is media impact?
Viral marketing
What is the digital version of word-of-mouth marketing?
Setting advertising objectives
What is the first decision advertisers need to make when developing an advertising program?
Designing sales force strategy and structure
What is the first decision made in sales force management?
Determining reach, frequency, impact and engagement
What is the first step in the media selection process?
Getting new customers
What is the focus of the selling process?
To deliver clear, consistent, and compelling company and brand messages
What is the goal of integrated marketing communications?
To make ads and brand content into something that people actually want to watch
What is the intent of advertainment?
Direct and Digital Marketing
Which form of marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships?
The objective-and-task method
Which method for setting the total promotion budget is the most difficult to use?
Online marketing, social media marketing, and mobile marketing
Which of the following correctly identifies forms of digital direct marketing?
Inexpensive, efficient, and fast
Which of the following correctly identifies what direct and digital marketing offer sellers?
Social networks are largely user controlled.
Which of the following is a challenge to marketers regarding their use of social media?
Blogs are a user-controlled medium
Which of the following is a potential disadvantage to using blogs for marketing?
Generating business leads
Which of the following is an objective for business promotions?
Getting retailers to carry new items and more inventory
Which of the following is an objective for trade promotions?
In addition to business, advertising is used by many types of organizations
Which of the following statements about advertising is correct?
Many customers are unable to distinguish the salesperson from the company.
Which of the following statements about personal selling is correct?
New products typically need relatively large advertising budgets to build awareness and to gain consumer trial.
Which of the following statements about setting an advertisement budget is correct?
The best salespeople are the ones who work closely with customers for mutual gain.
Which of the following statements is true regarding salespeople?
Advertisers are shifting toward digital media
Which of the following statements regarding advertising in the new marketing communications model is correct?
Printed catalogs can drive online and mobile sales
Which of the following statements regarding catalog marketing is correct?
Smartphones can be very useful in shopping situations
Which of the following statements regarding mobile marketing is correct?
The dominance of television, magazines, newspapers, and other traditional mass media is declining.
Which of the following statements regarding the changing communications landscape is correct?
Contests, premiums, and displays
Which of the following tools can be used as both consumer and trade promotions?
how to set it apart from other promotion mix elements
Which of the following would NOT be a consideration for decision making in designing the full sales promotion program?
Mobile marketing
Which of the following would be best suited for marketers to engage customers anywhere and at any time during the buying and relationship-building processes?
Birdpost
Which of the following would represent a niche online social networking site?
Percentage-of-sales
Which promotion budgeting method wrongly views sales as the cause of promotion rather than as the result?
Personal selling
Which promotional tool includes presentations, trade shows, and incentive programs?
