MGMT 105 Ch. 13
________ involves a company trying to move its products through the channel by convincing channel members to offer them and entice customers to buy them.
A push strategy
Which of the following refers to a member of the account management department who combines research and account strategy to act as the voice of the consumer in creating effective advertising?
Account planner
Which type of advertising seeks to influence public opinion in areas that serve the public interest, such as texting while driving?
Advocacy
According to this video, companies use celebrities in Super Bowl ads for which of the following reasons
All of these
When evaluating advertising results, what technique can be used to measure consumer's beliefs or feelings about a product before and after exposure to the ad?
Attitudinal measures
________ provide(s) most or all of the services needed to mount a campaign, including research, creation of ad copy and art, media selection, and production of the final messages.
A full-service agency
Which of the following is an example of owned media?
Blogs
Which of the following refers to advertising that promotes the company as a whole instead of a firm's individual products?
Corporate advertising
Which of these is an advantage that direct mail has over catalogs?
Direct mail can be personalized for each recipient.
Which of these is an example of the one-to-one model of marketing communication?
Direct marketing
________ refers to any one-to-one communication from a company to a consumer or business recipient designed to generate a response in the form of an order, a request for further information, or a visit to a store or other place of business for purchase of a product.
Direct marketing
________ is the illegal practice of advertising one price and then, by the time the sale is completed, presenting a total on which additional hidden fees have been added.
Drip pricing
In the communication process model, which of the following refers to the process of translating an idea into a form of communication that will convey meaning?
Encoding
Which of the following refers to a measure used for comparing the effectiveness of different media vehicles—average reach times frequency?
Gross rating points (GRPs)
Which of the following refers to a strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences?
Integrated marketing communication (IMC)
Which of the following is a common name for a limited-service agency that provides a variety of services for digital marketing, including the creation of websites, design and implementation of SEO strategies, creation of articles for online publications, and creation of online email and social media strategies?
Interactive agency
Which communication objective related to the hierarchy of effects requires explaining the benefit of a new product relative to other similar products offered by competitors?
Knowledge
Which of the following is a process of combining traditional marketing activities with activities on social media?
Multichannel promotion strategy
________ is one of the names used to describe the use of algorithms and software to buy digital advertising, thus providing greater efficiency, control, and cost savings.
Programmatic advertising
Which of the following refers to claims made in advertising of product superiority that cannot be proven true or untrue?
Puffery
Which of these is an example of the many-to-many model of marketing communication?
Social media
Which of the following refers to paid ads that appear at the top of or beside Internet search engine results?
Sponsored search ads
Which of the following BEST describes frequency?
The average number of times an individual will be exposed to a message
Putting a celebrity in an ad to increase desire for a product and move consumers toward a purchase is part of what multi-stage promotional model?
The hierarchy of effects
During which step of developing the promotion mix do marketers consider the hierarchy of effects and the need to "push" the consumer through various stages from awareness to loyalty?
When establishing communication objectives (Step 2)
At millions of dollars per ad, the Super Bowl is by far the most expensive television media program. The video suggests that this high expense can be well worth it for companies because
all of the above contribute to the value of a Super Bowl ad
During the Super Bowl, there are dozens of ads, each trying to stand out and get viewers' attention over the other ads and the game itself. This barrage of messages is known as
clutter
A(n) ________ is a fancy term for an opt-in incentive to persuade someone to join an email mailing list.
ethical bribe
So far as major advertising decisions, incorporating a celebrity into an ad falls into the category of
execution format or creative tactics
Many consumers today are concerned about ________, a practice in which companies promote their products as environmentally friendly when in truth the brand provides little ecological benefit.
greenwashing
When advertisers buy an entire broadcast year's worth of national TV advertising time in order to lock in pricing and get the best time slots, they are taking advantage of ________.
upfront TV ad pricing
Which of the following refers to an allocation of the promotion budget based on identifying promotion goals and allocating enough money to accomplish them?
Bottom-up budgeting techniques
Which of the following is a direct marketing approach that allows the consumer to respond to a message by immediately contacting the provider to ask questions or order the product?
Direct-response advertising
In which of the following promotion budgeting techniques does an organization first define specific communication goals and then try to calculate what kind of promotion will be needed to meet those goals?
Objective-task method
Which of the following types of advertising content is created when consumers discuss a product using digital technology?
User-generated content (UGC)
When a company has its own staff perform most of its advertising functions, this group of people is referred to as a(n) ________.
in-house agency
