MKTG 3310 Ch 13
Utilizing the communication model, which of the following is an example of a medium?
Television
Which of the following best describes frequency?
The number of times an individual will be exposed to a message
What is the first step in developing an advertising campaign?
Understand the target audience
________ 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
___________ is an approach that assumes that if consumers see the product on store shelves, they will be motivated to make a trial purchase.
A push strategy
________ occur(s) when a company tries 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 of the following is nonpersonal communication from an identified sponsor using the mass media?
Advertising
Which type of advertising seeks to influence public opinion in areas that serve the public interest, such as texting while driving?
Advocacy
What is advertising?
Any nonpersonal communication from an identified sponsor using the mass media
When evaluating advertising results, what post testing technique can be used to measure consumer's beliefs or feelings about a product before and after exposure to the ad?
Attitudinal measures
Which of the following is an example of owned media?
Blogs
Which of the following types of advertising content is created when consumers discuss a product using digital technology?
Consumer-generated
Which of the following refers to advertising that promotes the company as a whole instead of a firm's individual products?
Corporate advertising
A marketer utilizing the hierarchy of effects would use which of the following promotional efforts to accomplish the purchase objective?
Coupons
Which of the following describes the process whereby a receiver assigns meaning to a message?
Decoding
Utilizing the models of marketing communication, which of the following tactics is used in the one-to-one model?
Direct marketing
When Zappos began, it focused primarily on word of mouth (WOM) to get its message to people. Word of moiuth is which advertising?
Earned media
In the communication 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 allows a marketer to determine the right communication program for each target audience?
Establishing the communication objective
What is the last step in developing an advertising campaign?
Evaluate the advertising
What is the last step in the promotional planning process?
Evaluate the effectiveness of the communication program
Which of the following refers to a measure used for comparing the effectiveness of different media vehicles
Gross rating points (GRPs)
What is the first step in the promotional planning process?
Identify the target audiences.
What is the name for the process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to target audiences?
Integrated marketing communication
Which of the following refer 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 communication objective requires explaining the benefit of a new product relative to other similar products offered by competitors?
Knowledge
Which of the following are included when establishing advertising objectives?
Message and budget objectives
Which of the following is a process of combining traditional marketing activities with activities on social media?
Multichannel promotion strategy
Zappos uses its own website to reach customers and potential customers. Companies that can control their Web sites, blogs, Facebook, and Twitter accounts use which of the following advertising mediums?
Owned media
Which promotion element has relatively low cost, generally high credibility, and has a relatively difficult understanding of its effectiveness?
Public relations
Which of the following refers to claims made in advertising of product superiority that cannot be proven true or untrue?
Puffery
Which of the following allows consumers to engage with a product using their mobile phone?
QR code advertising
Utilizing the models of marketing communication, which of the following tactics is used in the many-to-many model?
Social media
Which of the following refers to paid ads that appear at the top of the Internet search engine results?
Sponsored search ads
What is the creative strategy?
The process that turns a concept into an advertisement
Zappos' uses television commercials, indicating it uses which of the promotion mix variables?
Traditional mass media
During which step of developing the promotion mix do marketers try to create awareness and inform the market of a product and its benefits?
When establishing communication objectives
Which of the following is TRUE when Zappos utilized word-of-mouth advertising?
Zappos has no control over the message that is being delivered.
A promotion budgeting method in which an organization matches whatever competitors are spending is the __________ method.
competitive-parity
Dreaming up and producing the ads is the role of __________.
creative services
In the hierarchy of effects, examples of the __________ step include status appeals, sex appeals, and celebrity endorsements.
desire
Determining and allocating the marketing communication budget is the step in the promotional planning process that involves __________.
determining the total promotion budget, deciding between a push and a pull strategy, and allocating the budget to a specific promotion mix
Awareness is the __________ step a prospective customer moves through in the hierarchy of effects.
first
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 marketers combine traditional marketing communications (advertising, sales promotion, public relations, and direct marketing) activities with social media and other online buzz-building activities, it is known as _____.
multichannel promotion strategy
Zappos uses several touch points to deliver a consistent message, including traditional marketing with social media marketing. This indicates that Zappos is using a(n) _________________.
multichannel promotional strategy
User-generated content (UGC) is __________.
online consumer comments, opinions, advice and discussions, reviews, photos, images, videos, podcasts, webcasts, and product-related stories available to other consumers
Advertising messages that promote the activities, personality, or point of view of an organization or company are known as __________.
product advertising
The major elements of marketer-controlled communication, including advertising, sales promotion, public relations, personal selling, and direct marketing, make up the __________.
promotion mix
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
In which of the following budgeting techniques does an organization first define specific communication goals and then tries to calculate what kind of promotion will be needed to meet those goals?
Objective-task method
Which of the following refers to an allocation of the promotion budget based on management's determination of the total amount to be devoted to marketing communication?
Top-down budgeting technique
Which of the following refers to online consumer comments, opinions, advice and discussions, reviews, photos, images, videos, podcasts, webcasts, and product-related stories available to other consumers?
User-generated content (UGC)
