UH Marketing Chapters 15-16

product placement

Coca-Cola cups prominently featured on episodes of American Idol are an example of ________.

business firms

Advertising is used mostly by ________.

set an advertising budget

After determining its advertising objectives, a company's next step in developing an advertising program is to ________.

remind

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

appoint a high-level marketing executive to oversee both marketing and sales

At Price & Wallace Inc., a pharmaceuticals company, members of the sales force and marketing department tend to have disagreements when things go wrong with a customer. The marketers blame the salespeople for poorly executing their strategies, while the salespeople blame the marketers for being out of touch with customers. Which of the following steps should upper management at Price & Wallace take to help bring the sales and marketing functions closer together?

informative advertising

When P&G developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?

comparative advertising

When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates ________.

accounting skills

Which of the following abilities would LEAST likely be measured when recruiting and testing applicants for a sales position?

Products have become too complicated for one salesperson to handle a large company's needs.

Which of the following best explains why companies are adopting the team selling approach to service large, complex accounts?

selecting advertising media

Which of the following is a major element of developing an advertising strategy?

reminder

A product in the maturity stage will most likely require ________ advertising.

salesperson

A(n) ________ is an individual who represents a company to customers by prospecting, communicating, selling, servicing, information gathering, and/or relationship building.

presentation

During the ________ step of the selling process, the salesperson tells the value story to the buyer, showing how the company's product or service solves the customer's problems.

press relations

Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and statewide media with information about community events and charity fundraisers sponsored by her company. This is an example of the ________ function of public relations.

branded entertainment

Product placement in television programs and movies is an example of ________.