EXAM 4 Review

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Which social networking platform has such a large group of users that you're likely to find your target audience?

Facebook

The ability of a marketer to identify customers before they make a purchase is called

addressability

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

advocacy

An advertising platform is the

basic issue or selling point that an advertiser wishes to include in an advertising campaign

Tyler is a purchasing agent for Kellogg's. He is currently negotiating with his suppliers to receive a _______, which is a temporary price reduction to resellers for purchasing specified quantities of a product.

buying allowance

A sharing of meaning defines

communication

If an advertising campaign is aimed at increasing brand awareness and consumers' knowledge of a product's features, the advertising objective should be stated in terms of

communication

If Target were to base its advertising appropriation on the amount that Walmart spends, it would be using the ____ approach.

competition-matching

The difference between consumer sales promotion methods and trade sales promotion methods is

consumer sales promotions focus on getting consumers to buy their products, whereas trade sales promotions focus on getting wholesalers and retailers to buy

One trend that has caused consumer-generated information to gain importance is

consumers' tendencies to trust other consumers over corporations

____ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information.

control

An arrangement in which a manufacturer pays a certain amount of a retailer's media costs for advertising that manufacturer's products is

cooperative advertising

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

copy

Primary demand is defined as

demand for a product category

Cheyenne calls to see if her customer's new hardwood floors were installed correctly

during the follow-up step

Which of the following refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital media and digital marketing?

electronic marketing

Jamba Juice offers its customers a stamp card that allows them to receive a free smoothie after they have filled an entire card. This is an example of a

frequent-user incentive

The first stage in the development of any advertising campaign is

identifying the advertising target audience

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

Walgreen's has set up a website that enables customers to converse with the company and communicate their needs and wants. This is an example of a(n) ____ website.

interactive

The stage of the personal selling process in which the salesperson attempts to make a favorable impression, gather information about the customer's needs and objectives, and build a rapport with the prospective customers is called

making the presentation

While anticipating objections and countering them before they are asked is a good idea, one negative consequence of doing so is that the salesperson may

mention objections the customer had not thought of

Selective demand is demand for a

particular brand

Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called

personal selling

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

pioneer

If a company calls a meeting to announce a major news event, this is known as a

press conference

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

promotion mix ingredients

Jennifer is beginning her week as a sales representative for Gartner. She decides to start the day by developing a list of potential customers, which is called

prospecting

____ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders.

public relations

The three general types of media schedules are

pulsing, continuous, and flighting

An organization may conduct a ____ when it wants to measure the extent to which stakeholders view it as being socially responsible.

social audit

In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication

source

A salesperson finds and analyzes information about each prospect's specific product needs, current use of and feeling about brands, and personal characteristics during

the preapproach


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