Ch. 12-14 Quiz
Which of the following stmts about coordinating marketing and sales is correct?
Coordinating marketing and sales can be improved by increasing communication between the two groups
Logos, stationary, brochures, signs, etc. are examples of which promotional tool?
Corporate identity materials
What are the two major elements in developing advertising strategy?
Creating advertising messages and selecting advertising media
Advertising objectives that utilize reminders of product quality, brand existence, etc. as it's main focus are typically promoting products in the _____ stage of the PLC
Maturity
When advertisers determine the qualitative value of message exposure through a given medium, they are assessing
Media impact
Forms of digital and social media marketing
Online marketing, social media marketing, and mobile marketing
To avoid being intrusive and annoying, most legitimate email marketers practice
Permission based email marketing
Generally, _________ is a company's most expensive promotional tool
Personal selling
Which of the following statements about sales promotions is correct?
The growing use of sales promotion has resulted in promotion clutter
Which of the following statements is correct regarding the use of advertising as a promotion tool?
Consumers tend to view advertised products as more legitimate
Which of the following stmts about blogs is correct?
Blogs can be difficult for the company to control
The PLC state where allocated advertising budget dollars are at their least or zero is?
Decline
Which promotional tool is best suited to deliver a personalized and immediate message to a specific customer or customer community?
Direct marketing
The benefits of direct and digital marketing for buyers are that is is
Easy, convenient, and private
Advertising objectives that utilize persuasion as it's main focus are typically promoting products in the ___ stage of the PLC
Growth
Which is the first step in developing effective marketing communications?
Identify the target audience/ segment
Direct and digital marketing
Includes direct mail,catalogs, online and social media, mobile marketing
Public relations
Includes press releases, sponsorships, events, and web pages
Which advertising objective is used heavily when introducing a new product category?
Informative
In complex selling situations, personal selling can be more effective than advertising because it is
Interpersonal
Direct marketing
Involves sending an offer, announcement, reminder, or other item to a person at a particular address
Redbox is a type of directing marketing tool called a
Kiosk
Which of the following statements about personal selling is correct?
Many customers are unable to distinguish the salesperson from the company
Companies who primarily direct their promotional activities to channel members are using a ___ strategy
Push
Which consumer promotions tool is like coupons except that the price reduction occurs after the purchase rather than at the retail outlet?
Rebates
Advertising
Refers to any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor
A short term incentive to encourage the purchase or sale of a product or service
Sales promotion
When it comes to the AIDA model, the most successful promotion mix tool for the action stage is?
Sales promotion
Which of the following is true regarding sellers and their use of direct and digital marketing?
Sellers have opportunities to engage in real time marketing
The ___ message execution style shows one or more "typical" people using the product in a normal setting
Slice of life
One challenge of social media marketing is that
Social networks are largely user controlled
What is the main reason that PR is considered an effective promotion mix tool?
The majority of media vehicles used are considered authoritative info sources
In lecture, the communication process was explored and two distinct loops were shown. Who does the "sender" represent?
The marketer
One of the main reasons why personal selling is so impactful is because
The message can be changed mid way through delivery
Invasion of Privacy
The toughest public policy issue facing the direct marketing industry
What is the goal of a pull strategy?
To build consumer demand
What is the goal of the integrated marketing communications?
To deliver clear, consistent, and compelling messages about the organizations and its brands
The digital version of word of mouth marketing involved creating videos, ads, and other marketing content that is so infectious that consumers will seek them out our pass them on to their friends is called
Viral marketing
In lecture we went over how salespeople spend there time. Where is the least amount of time spent?
actively selling
