BUS 130 Final Review

Papa Johns received negative publicity concerning the quality of the contents used in making their pizza. The information in the news report was incorrect, and was corrected on the next newscast. However, Papa Johns wanted to go further and respond to the issue by creating a web-based journal that gives accurate information about Papa John's and the ingredients they use. This journal is an example of:

A blog.

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance by 10 percent by the end of the fiscal year." This would be considered a(n) _____.

Advertising Objective

When Anheuser-Busch ran an advertising campaign featuring the slogan, "Know when to say when," it was using:

Advocacy advertising

Home Depot has developed software for iPhones that will allow users to match colors in photographs with the store's selection of carpets. This is an example of a(n):

Application (app)

If a DVD rental shop has established outlets in the simulated environment of Second Life, the _____ of a person will be able to rent a movie from the shop.

Avatar

Brands that are promoted through comparative advertising are most likely to be _____.

Brands that are attempting to compete with market leaders

When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using:

Cause-related Marketing

Although a radio announcer can read several hundred words a minute, a one-minute advertising message should not exceed 150 words because most announcers cannot articulate words into understandable messages at faster rates. This illustrates the _____ consideration in effective communication.

Channel Capacity

Stacey's client group has been gradually shrinking and she is looking for new prospective clients. She has decided to spend a couple of days approaching potential customers without any prior consent. Stacey's method of approach is known as:

Cold canvass

The Barrister's Deli decides to run advertisements for its lunch specials on a local FM radio station. Marketing research later reveals that the restaurant's target market listens primarily to satellite radio stations. This promotion program suffered from an error in the selection of:

Communication Channel

When Volvo's advertising campaign mentions that the Volvo CX60 has the highest safety rating of any European sedan, it is using _____ advertising.

Competitive

Verizon encourages customers to post reviews on its company website or Facebook page in the hopes of receiving positive reviews, which would increase the company's:

Credibility

If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion:

Encourages Materialism

Kyle is a new marketing manager for Anthropologie Inc. He believes that if Anthropologie Inc. wants to grow and connect with its customers, then there is no better way than to use Facebook. As a result, Anthropologie Inc. should:

Establish a Facebook page

The use of free samples is declining.

False

Advertisements that encourage customers to send in reply cards for additional information aids salespeople in _____.

Finding prospects

_____ is a popular photosharing site on the Internet.

Flickr

The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times. This is advertising _____.

Frequency

Parisian Dry Cleaners airs a series of radio ads that claim, "We are the fastest dry cleaners in town." This campaign would best be described as _____ advertising.

Institutional

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

Integrated Marketing Communications

Jennifer Clarkson, a sales representative for a publisher of college textbooks, had the southern half of the state as a sales territory. Last year, John Wilmen, director of marketing for the publishing company, told Gloria Shepherd, Jennifer's sales manager, to increase Jennifer's territory to the entire state. Now Jennifer's customers are less satisfied with the company. They are most likely to blame _____ for their reduced level of customer satisfaction.

Jennifer clarkson

Head nodding, winking, hand gestures, and arm motions are all forms of _____ communication.

Kinesic

During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of _____ in the communication process.

Noise

_____ are audio or video files that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers.

Podcasts

If researchers at Merck Pharmaceuticals develop a cure for prostate cancer, the best way to announce this to the public and get wide media coverage would be through a:

Press Conference

By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate:

Primary Demand

Toyota's sponsorship of a major Professional Golf Association tournament would be an example of a(n) _____ tool.

Public Relations

Kohl's, a department store featuring clothing and houseware, communicates in news story form about its organization and its efforts to support local children's hospitals. This information is transmitted through mass media at no charge and is therefore called _____.

Publicity

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of _____ advertising.

Reinforcement

IHOP is active on Facebook, Twitter, and YouTube in order to communicate with its customers, conduct a video contest, and generally find out the customers' likes and dislikes. IHOP, in this example, is engaging in _____ marketing.

Relationship

Which of the following types of media is most consumer-driven?

Social Media

Sam's Club has developed a website that allows employees to create a profile and connect with co-workers for the purpose of getting acquainted and building a work-related network. This is an example of a(n):

Social Network

In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication:

Source

Jose Suarez has been hired as sales manager at a new firm and is trying to come up with a sales force compensation method. He would like to have selling expenses relate directly to sales resources, an aggressive sales force, and minimization of nonselling tasks. What compensation method(s) would best fulfill his requirements?

Straight Commission

Olivia is the manager of Human Resources for Zappos.com. She is currently reviewing the sales force compensation method used at Zappos.com to determine if there is a better way to manage compensation. Olivia knows that the _____ method is easy to administer, yields more predictable selling expenses, and provides sales managers with a large degree of control over salespeople.

Straight Salary

Sales promotion may facilitate personal selling.

True

Andrea receives an e-mail from her sister-in-law that is actually a recommendation for a website with a demonstration of a new home hair-coloring system. She later discovers that her sister-in-law received a free trial kit for passing Andrea's and four other friends' e-mail addresses along to the marketer. This is known as:

Viral Marketing

Doug travels around to various established customers to see what new office supplies they need. His customers have come to depend on him to check their supplies. Doug is a(n):

field order taker

TasteIt Juice offers its customers a stamp card that allows them to receive a free smoothie after they have filled an entire card. This is an example of a:

frequent-user incentive

A major disadvantage of personal selling is that it:

is the most expensive element in the promotional mix.