Chapter 12-14
In lecture, the Communication Process was explored and two distinct loops were shown. Who does the "sender" represent? A. the Consumer B. an Advertiser C. a Regulatory Entity D. a Marketer
A marketer
In lecture we went over how Salespeople spend their time. Comparatively, where is the least amount of time spent? A. Administrative Activities B. Traveling C. Actively Selling D. Problem Solving
Actively Selling
Which of the following statements about blogs is correct? A. Companies cannot gain insights from their blogs. B. Blogs are a company-controlled medium. C. They are expensive to start and maintain. D. Blogs can be difficult for the company to control. E. For consumers, they are impersonal.
Blogs can be difficult for the company to control.
Which of the following statements is correct regarding the use of advertising as a promotional tool? A. The cost per exposure of advertising is high. B. Advertising reaches many people slowly. C. Advertising can reach masses of people only if they are geographically concentrated. D. Consumers tend to view advertised products as more legitimate. E. Advertising allows marketers to communicate with buyers in a personal way.
Consumers tend to view advertised products as more legitimate.
Which of the following statements about coordinating marketing and sales is correct? A. The sales force only needs to coordinate its efforts with marketing planners. B. Coordinating marketing and sales has little effect on customer relations. C. Coordinating marketing and sales can be improved by increasing communication between the two groups. D. Marketing and sales do not require coordination. E. Coordination between marketing and sales is not necessary because companies today see them as the same function.
Coordinating marketing and sales can be improved by increasing communication between the two groups.
Logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company cars and trucks are examples of which promotional tool? A. Public service activities B. Written materials C. Corporate identity materials D. Special events E. News
Corporate Identity Materials
What are the two major elements in developing advertising strategy? A. Creating advertising messages and selecting advertising media B. Determining the target audience and selecting advertising media C. Creating advertising messages and setting the advertising budget D. Determining the advertising budget and evaluating results E. Creating advertising messages and selecting advertising agencies
Creating advertising messages and selecting advertising media
Which promotional tool is best suited to deliver a personalized and immediate message to a specific customer or customer community? A. Public relations B. Direct marketing C. Sales promotion D. Personal selling E. Advertising
Direct Marketing
Specific promotional tools used in ______ include direct mail, catalogs, online and social media, mobile marketing, and more. A. advertising B. personal selling C. direct and digital marketing D. public relations E. sales promotion
Direct and Digital marketing
________ involves sending an offer, announcement, reminder, or other item to a person at a particular address. A. Direct-mail marketing B. Direct-response television marketing C. Kiosk marketing D. Catalog marketing E. Telemarketing
Direct-mail marketing
In lecture, the Communication Process was shown. It was discussed that at times, a Promotion Communication can be misunderstood (like in the Energizer Bunny example) by the bulk of consumers. With this example in mind, the main issue that needs correction/elimination according to the process is? A. Feedback Timing B. Noise C. Encoding D. Media Vehicle Choice
Encoding
Advertising objectives that utilize persuasion as it's main focus are typically promoting products in the______________stage of the Product Lifecycle A. Growth B. Decline C. Maturity D. Introduction
Growth
In lecture, the steps in developing effective Marketing Communications were identified. Which of the following is the first step in the process? A. Identify the target audience/segment B. Design the message C. Determine the communication objectives D. Select the message source
Identify the target audience/segment
Which advertising objective is used heavily when introducing a new product category? A. Comparative B. Reminder C. Informative D. Attack E. Persuasive
Informative
____________ is perhaps the toughest public policy issue now confronting the direct marketing industry. A. Irritation B. Invasion of privacy C. Deceptive pricing D. Junk mail E. Deceptive advertising
Invasion of Privacy
Many consumers today rent DVDs from a vending machine called Redbox, which can be found in retail stores and other locations. Redbox is type of direct marketing tool called a(n) _________. A. infomercial B. website C. iTV D. DRTV E. kiosk
Kiosk
Which of the following statements about personal selling is correct? A. Many customers are unable to distinguish the salesperson from the company. B. The role of personal selling is very consistent from company to company. C. Personal selling is a fairly new profession. D. Personal selling is the nonpersonal arm of the promotional mix. E. Salespeople represent the company to customers, but they do not represent customers to the company.
Many customers are unable to distinguish the salesperson from the company.
Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed a(n) ______ website A. search engine B. branded community C. e-mail D. phishing E. marketing
Marketing
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 Product Lifecycle. A. Introduction B. Maturity C. Decline D. Growth
Maturity
When advertisers determine the qualitative value of message exposure through a given medium, they are assessing ________. A. media impact B. frequency C. engagement D. reach E. impressions
Media impact
Marketers use __________ to engage customers anywhere, anytime during the buying and relationship-building processes. A. permission-based e-mail marketing B. blogs C. online advertising D. branded web communities E. mobile marketing
Mobile Marketing
To avoid being intrusive and annoying, most legitimate e-mail marketers practice ______, which means sending e-mail pitches only to customers who "opt in. A. spamming B. viral marketing C. permission-based e-mail marketing D. unsolicited e-mail marketing E. phishing
Permission-based email marketing
Generally, _________ is a company's most expensive promotional tool. A. direct and digital marketing B. Public relations C. personal selling Your answer is correct.D. Sales promotion E. Advertising
Personal Selling
Consumers may receive an e-mail, supposedly from their bank or credit card company, saying that their account's security has been compromised. The sender asks consumers to log on to a provided Web address and confirm their account and other personal information and then steals this private information. This is a fraudulent practice called ______. A. phishing B. spamming C. mobile marketing D. telemarketing E. infomercials
Phishing
It's time for the Super Bowl, and the end-of-the-aisle displays at the supermarket feature chips, dips, and soft drinks. What type of sales promotion tool is this? A. Sample B. Allowance C. Sponsorship D. Point-of-purchase E. Premium
Point-of-Purchase
The public relations function of _______ is used to build and maintain national or local community relationships. A. investor relations B. press relations C. lobbying D. development E. public affairs
Public Affairs
Specific promotional tools used in _______ include press releases, sponsorships, events, and web pages. A. direct and digital marketing B. advertising C. sales promotion D. public relations E. personal selling
Public Relations
Which consumer promotion tool is like coupons except that the price reduction occurs after the purchase rather than at the retail outlet? A. Digital coupons B. Rebates C. Samples D. Contests E. Premiums
Rebates
When it comes to the AIDA model, the most successful Promotion Mix tool/element for the Action stage is? A. Advertising B. Public Relations C. Sales Promotion D. Personal Selling
Sales Promotion
________ is a short-term incentive to encourage the purchase or sale of a product or service. A. Personal selling B. Advertising C. Sales promotion D. Direct and digital marketing E. Public relations
Sales promotion
Which of the following statements is true regarding sellers and their use of direct and digital marketing? A. For sellers, direct and digital marketing is very inefficient. B. For sellers, direct and digital marketing is inflexible. C. For sellers, using direct and digital marketing is expensive. D. Sellers using direct and digital marketing cannot solicit questions and feedback from customers. E. Sellers have opportunities to engage in real-time marketing.
Sellers have opportunities to engage in real-time marketing.
One challenge of social media marketing is that ___________. A. it is cost-effective B. very few companies use it C. social networks are largely user-controlled D. it has not spread globally E. it is used for real-time marketing
Social networks re largely user-controlled
In lecture, we discussed a linear model that emphasized "buyer readiness" and was used when developing effective Marketing Communications. The model started with a step toward Awareness and finished with Purchase. The model can be paralleled to: A. The Product Lifecycle Process B. The five stages of the Consumer Decision Process C. The first four stages of the Consumer Decision Process D. The AIDA Process
The five stages of the Consumer Decision Process
Which of the following statements about sales promotions is correct? A. Sales promotions are only offered to consumers. B. Companies that use sales promotions usually do not use any other promotional mix tools. C. The use of sales promotions has declined in recent years. D. The growing use of sales promotion has resulted in promotion clutter. E. Sales promotions offer long-term incentives to buy a product.
The growing use of sales promotion has resulted in promotion clutter.
What is the goal of a pull strategy? A. To build trade demand B. To give channel members incentives to carry the product C. To save money by only focusing on consumers D. To build consumer demand E. To increase sales calls to distributors
To build consumer demand
What is the goal of integrated marketing communications? A. To integrate communications via online and mobile technologies B. To have different media carry different messages about a brand C. To deliver clear, consistent, and compelling messages about the organization and its brands D. To maximize return on investment E. To lower overall marketing expenditures
To deliver clear, consistent, and compelling messages about the organization and its brands
The digital version of word-of-mouth marketing that involves creating videos, ads, and other marketing content that is so infectious that customers will seek them out or pass them along to their friends is called _______. A. e-mail marketing B. omni-channel marketing C. viral marketing D. search engine marketing E. online marketing
Viral Marketing
In the promotion mix, ________ refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. A. crowdsourcing B. personal selling C. public relations D. sales promotion E. advertising
advertising
According to lecture, the Product Lifecycle Stage where allocated advertising budget dollars are the least or at zero is? A. Decline B. Maturity C. Introduction D. Growth
decline
The benefits of direct and digital marketing for buyers are that it is _________. A. easy, private and expensive B. convenient, private and hard to use C. easy, convenient and public D. easy, convenient and impersonal E. easy, convenient and private
easy, convenient and private
In complex selling situations, personal selling can be more effective than advertising because it is ______________ A. designed to reach large groups of consumers B. only used for face to face customer interactions C. interpersonal Your answer is correct.D. less engaging than advertising E. nonpersonal
interpersonal
Forms of digital and social media marketing include ______. A. kiosk marketing, telemarketing and direct-response TV marketing B. online marketing, social media marketing, and mobile marketing C. direct-response TV marketing, telemarketing and direct-mail marketing D. telemarketing, face-to-face selling, and kiosk marketing E. telemarketing, direct-mail marketing, and catalog marketing
online marketing, social media marketing, and mobile marketing
Companies who primarily direct their promotional activities to channel members are using a(n) ______ strategy. A. product B. push C. sales force D. pull E. integrated
push
The _____________ message execution style shows one or more "typical" people using the product in a normal setting. A. scientific evidence B. mood or image C. lifestyle D. fantasy E. slice of life
slice of life
During lecture, we discussed why Public Relations can be a very effective promotion mix tool. The main reason cited was? A. it is very controllable B. the majority of press releases are deemed "news-worthy" so it is easy to receive news coverage C. the majority of media vehicles used are considered authoritative information sources D. it is well-targeted
the majority of media vehicles used are considered authoritative information sources
In lecture the effectiveness of Personal Sellers was discussed. One of the main reasons why Personal Selling is so impactful is because________________________________________________________________. A. the message can be stopped at any time during the delivery B. a Personal Seller is hired because of their appealing personality C. the message can be changed mid-way through the delivery D. a Personal Seller can read body language
the message can be changed mid-way through the delivery