Chapters 6-16-17-10 Marketing

The in-class definition of IMC is...

Everything your company does needs to send the same message

To find a target market, a firm can use one of these targeting strategies.

Undifferentiated strategy, the concentrated strategy, and the differentiated strategy

Which of the following is an example of a behavioristic segmentation variable?

Usage rate

Suppose Liberty Mutual Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year." This would be considered a(n)

advertising objective

When a company promotes its position on a public issue, this is specifically referred to as ____ advertising.

advocacy

The effectiveness of an advertising campaign can be measured

before, during, and after the campaign through the use of pretests, inquiries, and posttests.

Whole Earth Provision Company sells online through its website, while also selling through physical store locations. This type of retailing is referred to as

bricks-and-clicks

When ASICS gives a portion of its profits to prostate cancer research for every pair of blue-themed Gel-Cumulus shoes sold, it is engaging in

cause-related marketing

A targeting strategy in which an organization targets a single market segment using one marketing mix is called a(n) ____ strategy.

concentrated

Product placement in television shows is becoming increasingly important due to

consumers greater ability to screen advertisements

The verbal portion of an advertisement, including headlines, body, and signature, is called the

copy

One of the most important benefits of e-marketing is the ability of marketers and

customers to share information

With its Venus razor, Gillette was the first marketer to offer a five-blade razor specifically designed for women. This is an example of market segmentation using ____ variables.

demographic

____ uses the internet, mobile, and interactive channels to develop communication and exchanges with customers.

digital marketing

The purpose of market segmentation is to

divide a total market to enable a marketer to develop a more precise marketing mix.

Public relations focuses on

enhancing the image of the total organization.

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising.

institutional

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

integrated marketing communications

eighteen-year-old students do not form a market for alcoholic beverages because they

lack the authority to purchase this type of product

Any group of people who, as individuals or as organizations, have needs for products in a product class and who have the ability, willingness, and authority to buy such products is a(n)

market

Jo-Ann Fabrics encourages customers to visit its website and "like" its Facebook page. It also enlists customers to post feedback on the company, refer articles of interest to other Jo-Ann' customers, and offer suggestions for future electronic communication. Jo-Ann is using a positive marketing strategy for its Facebook page and company website because customer-generated content appears

more authentic than company-generated content

Which of the following types of promotion informs potential customers about a product and what it is?

new introductory

Anything that reduces the accuracy and clarity of communication is called

noise

Selective demand is demand for a

particular brand

The two major types of product advertising are

pioneer and competitive

____ are audio or video files that can be downloaded from the internet with a subscription that automatically delivers new content to listening devices or personal computers.

podcasts

Which of the following is NOT a public relations tool?

product sample

Advertising, personal selling, sales promotion, and public relations are called

promotion mix ingredients

Communication through the use of annual reports, event sponsorships, and news stories is referred to as

public relations

The internet can be referred to as a ____ medium because users determine which websites they are going to view.

pull

When Hershey introduced Hershey's Cookie Layer Crunch, it promoted directly to consumers and told them to ask for the product at their favorite stores. This is an example of a ____ policy.

pull

As digital communication technologies have advanced, it is possible for marketers to

reach markets that were previously inaccessible.

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of ____ advertising.

reinforcement

Characteristics of individuals, groups, or organizations that are used for dividing a total market into smaller homogeneous groups are called ____ variables.

segmentation

A major benefit of social media marketing is the ability to reach new target markets, such as Millennials. A firm wishing to target Millennials would be advised to use

snapchat

The cost per thousand (CPM) indicator shows

the cost to expose 1,000 people to a one-page magazine advertisement.

Consumers are changing ____ and consumption behaviors to fit with emerging technologies and trends.

their information searches

Which of the following is NOT a characteristic of a consumer market?

their purchasing decisions are always made by only one individual

Which of the following is the biggest drawback to using psychographic variables?

they are difficult to measure

One of the biggest mistakes a marketer can make when engaging in digital marketing is to

treat it like a traditional marketing channel

When a firm designs a single marketing mix and directs it at an entire market for a particular product, the company is using a(n) ____ strategy.

undifferentiated