Marketing Exam 3 Quiz

The Bentley Agency places $2,500 in radio spots and $17,500 in television spots for Darnell Insurance in June. For its efforts this month, the agency "traditionally" would receive ____ in compensation.

3,000

Which of the following characteristics distinguish online media from traditional marketing?

Addressability, interactivity, accessibility, connectivity, and control

​Which of the following statements is not true about recruiting and training a sales force?

Marketers agree on a generally accepted set of traits for being an effective salesperson.

Due to external pressures and concerns for privacy, Yahoo now has an opt-out option for Internet-based advertising. This is an example of ​

control

____ are more consumer-driven than traditional media.

digital media

In one corner of its magazine advertisement for office copiers, Lexmark places a small box asking for the names and addresses of individuals or companies seeking more information. Lexmark has included this box to facilitate ____ for this communication.

feedback

A schedule in which advertisements run for set periods of time, alternating with periods in which no ads are run is known as

flighting

Artwork, a major part of most advertisements, consists of the

illustrations and the layout

If FedEx decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising, sales promotion activities, and public relations, FedEx would likely be striving to practice

integrated marketing communication

A major disadvantage of personal selling is that it

is very expensive per contact

Julie Reese is working on developing a magazine advertisement for Planet Fitness, a health and fitness club. She knows what she wants the advertisement to say and the illustrations she wants to use, but she is having a tough time putting it all together. Julie is having trouble determining the

layout

Sydney won a hot-air balloon ride and dinner for two for being the top revenue-producing mortgage loan officer at her company for the month of October. This contest exemplifies a company's efforts at

motivating salespeople

​A car dealership is switching how it determines its advertising appropriation. They are moving from an approach where they set their budget based on their projected revenue for the coming year to one in which it identifies the cost required to meet certain goals. They are switching from the _____ approach to the _____ approach.

percentage-of-sales; objective-and-task

Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of

promotion

Janetta tells her sales manager that she will be devoting more effort to ____ in the coming weeks, as her list of potential customers has dwindled below the level of 30 firms recommended by the selling plan.

prospecting

Alton is reading a magazine ad for a new cologne. In the ad, he sees little more than a photo of a man riding horseback on a beach, and the name of the new cologne, Rugged. In this situation, Alton is a ___, one who ___.

receiver, decodes

Albott Laboratories offers ceramic coffee mugs to its physician customers when it promotes a new drug. This example illustrates Albott's use of which one of the following elements of the promotion mix?

sales promotion

Julie likes to read the blog connected to the fashion editors at Vogue magazine. While Julie likes to read the blog, she does not actually create any content herself. Julie would be called a(n)____ with regard to the Vogue blog.

spectator

On a break between classes, Kelley checks her smartphone and enters her contact information on the Publishers Clearing House site. She doubts that she will win $10 million, but she never passes up a chance to participate in a

sweepstakes

​The Internet has radically changed the way traditional marketing used the marketing mix to attract and retain customers. Now e-marketing strategies require the marketer to reexamine the characteristics of the four components of the marketing mix. With respect to e-marketing, which of the following statements about the four components of the marketing mix is true?

​Most traditional promotions can be enhanced by using digital media.