MKT-315 Topic 7 Quiz

The communications mix can be best described as:

The promotion mix

When an advertisement effectively conveys a company's intended brand message through words and illustrations, it is considered to be the _____ part of the communication process.

Encoding

Effective marketers excel at ________ messages and focusing on how a target demographic ________ them.

Encoding; decodes

To ________, marketers ask target audience members if they recall the message, how often they viewed it, and what they remember about the message.

Gather feedback

Web designers evaluate the page speed in order to determine_______.

How fast a webpage loads

Tasty Pizza implements _______in order to optimize local search engine queries.

Local SEO

When radio is used as an advertising medium, which of the following statements is usually true.

Local customers embrace radio advertising

When Auto-Manufacturing Company designed a 6-month e-mail campaign, it included several customer offers that increased in value over time. This is an example of:

A drip campaign

In order to determine which ad is more effective, a web designer implements:

A/B testing

Jon Peabody, marketing manager for Jake's Automotive, reviews how successful their recent digital marketing campaign has been by studying _______ data.

Analytics

The percentage of users that visit only one webpage and leave the site is called the________.

Bounce rate

Companies apply the _______to determine their advertising budgets based on the industry average.

Competitive-parity method

The ______budgeting method evaluates necessary tasks, calculates estimated promotion budget costs, and determines specific promotion outcomes.

Objective-and-task

The ________ method of developing an advertising budget considers sales as the source of a promotion rather than the result.

Percentage-of-sales

Business-to-business companies usually incorporate a ________ promotion strategy, while business-to-consumer companies typically employ a ________ promotion strategy.

Push; pull

During a particular period of time, ________ is the percentage of people within a target market that were targeted for a specific ad campaign.

Reach

Companies often offer _________when customers send their proof of purchase to them.

Rebates

When a company includes free shipping for $25 minimum purchases, this deal is an example of:

Sales promotion

An advertising strategy can be ineffective when:

Salespersons are not involved and ad copy is generic

In order to evaluate how long a visitor remains on a website, IT manager John Ankerman evaluates the visitor's ___________.

Time on site