Ch. 12-14 Quiz

Which of the following stmts about coordinating marketing and sales is correct?

Coordinating marketing and sales can be improved by increasing communication between the two groups

Logos, stationary, brochures, signs, etc. are examples of which promotional tool?

Corporate identity materials

What are the two major elements in developing advertising strategy?

Creating advertising messages and selecting advertising media

Advertising objectives that utilize reminders of product quality, brand existence, etc. as it's main focus are typically promoting products in the _____ stage of the PLC

Maturity

When advertisers determine the qualitative value of message exposure through a given medium, they are assessing

Media impact

Forms of digital and social media marketing

Online marketing, social media marketing, and mobile marketing

To avoid being intrusive and annoying, most legitimate email marketers practice

Permission based email marketing

Generally, _________ is a company's most expensive promotional tool

Personal selling

Which of the following statements about sales promotions is correct?

The growing use of sales promotion has resulted in promotion clutter

Which of the following statements is correct regarding the use of advertising as a promotion tool?

Consumers tend to view advertised products as more legitimate

Which of the following stmts about blogs is correct?

Blogs can be difficult for the company to control

The PLC state where allocated advertising budget dollars are at their least or zero is?

Decline

Which promotional tool is best suited to deliver a personalized and immediate message to a specific customer or customer community?

Direct marketing

The benefits of direct and digital marketing for buyers are that is is

Easy, convenient, and private

Advertising objectives that utilize persuasion as it's main focus are typically promoting products in the ___ stage of the PLC

Growth

Which is the first step in developing effective marketing communications?

Identify the target audience/ segment

Direct and digital marketing

Includes direct mail,catalogs, online and social media, mobile marketing

Public relations

Includes press releases, sponsorships, events, and web pages

Which advertising objective is used heavily when introducing a new product category?

Informative

In complex selling situations, personal selling can be more effective than advertising because it is

Interpersonal

Direct marketing

Involves sending an offer, announcement, reminder, or other item to a person at a particular address

Redbox is a type of directing marketing tool called a

Kiosk

Which of the following statements about personal selling is correct?

Many customers are unable to distinguish the salesperson from the company

Companies who primarily direct their promotional activities to channel members are using a ___ strategy

Push

Which consumer promotions tool is like coupons except that the price reduction occurs after the purchase rather than at the retail outlet?

Rebates

Advertising

Refers to any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor

A short term incentive to encourage the purchase or sale of a product or service

Sales promotion

When it comes to the AIDA model, the most successful promotion mix tool for the action stage is?

Sales promotion

Which of the following is true regarding sellers and their use of direct and digital marketing?

Sellers have opportunities to engage in real time marketing

The ___ message execution style shows one or more "typical" people using the product in a normal setting

Slice of life

One challenge of social media marketing is that

Social networks are largely user controlled

What is the main reason that PR is considered an effective promotion mix tool?

The majority of media vehicles used are considered authoritative info sources

In lecture, the communication process was explored and two distinct loops were shown. Who does the "sender" represent?

The marketer

One of the main reasons why personal selling is so impactful is because

The message can be changed mid way through delivery

Invasion of Privacy

The toughest public policy issue facing the direct marketing industry

What is the goal of a pull strategy?

To build consumer demand

What is the goal of the integrated marketing communications?

To deliver clear, consistent, and compelling messages about the organizations and its brands

The digital version of word of mouth marketing involved creating videos, ads, and other marketing content that is so infectious that consumers will seek them out our pass them on to their friends is called

Viral marketing

In lecture we went over how salespeople spend there time. Where is the least amount of time spent?

actively selling