MKTG 3660

While many e-commerce sites allow customer reviews and feedback, most immediately delete any negative comments or screen comments prior to posting to prevent negative comments from appearing.

False

While rejuvenating a brand's image can be difficult, it usually does not take a long time to accomplish.

False

Successful global integrated marketing communication campaigns include each of the following tactics except:

a standardization approach. (?maybe?)

The key phrase in an advertisement that is memorable and identifies the uniqueness of the brand is:

a tagline.

A "left-brain" advertisement is:

oriented towards the logical, rational side of the brain.

Describe a frequency program.

CUSTOM ANSWER: A frequency program is also known as a loyalty program. Businesses reward repeat buying by offering discounted or free products/services when customers make frequent purchases. For example, an ice cream shop may offer a punch card, and when used after each purchase, after 10 punches they may redeem a free ice cream.

Describe a purchase simulation test.

CUSTOM ANSWER: Essentially, a purchase simulation test is an applied version of a focus group. A selection of test subjects are asked to shop, they are later shown a series of advertisements that include an interview for the particular product being tested and allow the subjects to go shopping a second time, comparing the results of the two trips. The subjects do not know which product/advertisement is being tested, but that is the only variable that changes between shopping trips. Additionally, no feedback or opinions are gathered from the subjects, instead relying solely on the practical results of the shopping trips. This is a good way to test the effectiveness of an advertisement and find ways that it could be made more efficient in convincing consumers to buy their product.

What is guerilla marketing? How is it different from traditional marketing?

CUSTOM ANSWER: Guerrilla marketing is a form of marketing that mixes creativity with more in-your-face methods of product and brand awareness. It stands aside from traditional marketing by taking unusual approaches while also often becoming more present in people's lives or in the world around them so it is not as easily forgettable. Guerrilla marketing does not need to stay confined to the internet or billboards, but rather does more to engage their current and potential consumers.

What objectives are associated with sponsorship marketing?

CUSTOM ANSWER: The primary objective associated with sponsorship marketing is to benefit the brand's image. For example, many brands will sponsor little league teams within the community. Many brands also sponsor bigger name sports or events, such as NASCAR or music festivals to get their name out there.

In handling objections during the sales call, Gavin (the salesperson) normally will say "yes, but..." then proceed to explain his brand's benefits or features that will address the objection raised. This approach is called which method?

Compensation

The idea of real-time marketing did not exist prior to the famous blackout during the Super Bowl game of 2013.

False

When a firm intentionally designs advertisements or marketing campaigns to capitalize on a major sporting event it is which form of marketing?

Direct ambush

When Carrie hosts a party for Mark cosmetics and invites her friends and relatives in an effort to encourage them to purchase some Mark products, it is which method of direct response marketing?

Direct sales

The need for cognition is a personality characteristic that links the drive to consider alternatives with the drive to take action quickly.

False

Traditionally, the marketing mix consisted of advertising, sales promotions, digital marketing and personal selling activities.

False

Brand equity is not as important in international markets because fewer brands are available.

False

In cooperative advertising programs, retailers accrue co-op advertising monies based on the size and number of ads.

False

Opportunities to see measures the impact or intensity of a media plan.

False

Procedures used to evaluate advertising and marketing should be developed after launching a campaign.

False

Some marketers view stealth marketing as a shrewd way to introduce products to people, while others believe it is unethical because the brand sponsor does not reveal his/her identity.

False

Sponsored content produces significantly better results than a brand having its own branded content.

False

Sponsorships and event marketing are used by companies to create a short-term burst in sales.

False

Standardization would be an effective GIMC tactic in the Middle East because of the variety of religions and cultures.

False

Which product is most likely to include a disclaimer warranty?

Medicine

The use of QR codes, watermarks, and 2D barcodes are all part of which type of marketing?

Mobile

Which of the following is the most commonly used measure in media planning?

Opportunity to see (OTS)

Predicting consumer behavior by concentrating on the motives of purchase decisions involves using which approach?

Psychological

In a sales presentation, which approach is often used by telemarketers, retail sales clerks, and new field salespeople?

Stimulus-response

A public relations hit can be a positive or negative news story.

True

Adaptation in a global advertising campaign means rewriting an advertisement to fit the nuances of a given language and culture.

True

Advertisements designed to meet the goal of encouraging action are often used in the business-to-business sector.

True

Advertisers believe that product placements lead to increased brand awareness and more positive attitudes toward the brand.

True

An inept set consists of brands that are not considered because they elicit negative feelings.

True

Children are an attractive market segment for advertisers because children spend so much money each year.

True

Customers who already have a preference for a brand redeem the majority of all coupons.

True

Low levels of fear in an ad may not create feelings of severity or vulnerability.

True

Terms normally associated with puffery include "best," "greatest," and "finest."

True

The primary benefit of using a well-known song in a musical appeal is that consumers have already developed an affinity for a song, which normally is then transferred to the product or brand.

True

The primary marketing tactics being used with Instagram are contests and crowdsourcing of photos and videos.

True

Brain-image measurement is part of:

cognitive neuroscience.

Of the following methods of evaluating advertising and ad campaigns, the one that holds the most promise for the future is:

cognitive neuroscience.

The most popular topics featured on Pinterest are:

fashion and food.

A calendar promotion may result in a retailer using:

forward buying.

The philosophy of life that involves maximizing pleasure and minimizing pain is:

hedonism.

A cognitive message strategy:

is the presentation of rational arguments or pieces of information to consumers.

Digital strategies that are being used by brands today include each of the following except:

lifestyle marketing.

The recent shift in business-to-business advertising to more non-business media outlets is due to each of the following reasons except:

non-business outlets are not as costly and tend to be more effective.

If the NARB rules against an advertiser, it will:

order the firm to discontinue the ad in a manner similar to the consent order of the FTC.

When the Edgewater Beach & Golf Resort developed a marketing campaign aimed to attract business customers, institutions, and organizations that needed a location to hold 2- to 4-day conferences, the type of segmentation approach being used was:

product usage

Advertising tracking research does not provide information regarding:

why an ad is not performing well.