Chapter 13 Marketing Quiz

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Which of the following is an example of owned​ media?

Blogs

​________ involves a company trying to move its products through the channel by convincing channel members to offer them and entice customers to buy them.

A Push Strategy

​________ 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

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

When evaluating advertising​ results, what technique can be used to measure​ consumer's beliefs or feelings about a product before and after exposure to the​ ad?

Altitudinal Measures

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

Which of the following refers to advertising that promotes the company as a whole instead of a​ firm's individual​ products?

Corporate Advertising

Which of these is an example of the​ one-to-one model of marketing​ communication?

Direct Marketing

Which of these is an advantage that direct mail has over​ catalogs?

Direct mail can be personalized for each recipient.

Which of the following is a direct marketing approach that allows the consumer to respond to a message by immediately contacting the provider to ask questions or order the​ product?

Direct-response advertising

_______ is the illegal practice of advertising one price and​ then, by the time the sale is​ completed, presenting a total on which additional hidden fees have been added.

Drip Pricing

In the communication process​ model, which of the following refers to the process of translating an idea into a form of communication that will convey​ meaning?

Encoding

​A(n) ________ is a fancy term for an​ opt-in incentive to persuade someone to join an email mailing list.

Ethical Bribe

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

Which of the following refers to a measure used for comparing the effectiveness of different media vehicles—average reach times​ frequency?

Gross Rating Points (GRP's)

When a company has its own staff perform most of its advertising​ functions, this group of people is referred to as​ a(n) ________.

In-House Agency

Which of the following refers 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 of the following is a common name for a​ limited-service agency that provides a variety of services for digital​ marketing, including the creation of​ websites, design and implementation of SEO​ strategies, creation of articles for online​ publications, and creation of online email and social media​ strategies?

Interactive Agency

Which communication objective related to the hierarchy of effects requires explaining the benefit of a new product relative to other similar products offered by​ competitors?

Knowledge

________ is one of the names used to describe the use of algorithms and software to buy digital​ advertising, thus providing greater​ efficiency, control, and cost savings.

Programmatic Advertising

Which of the following refers to claims made in advertising of product superiority that cannot be proven true or​ untrue?

Puffery

Which of these is an example of the​ many-to-many model of marketing​ communication?

Social Media

Which of the following refers to paid ads that appear at the top of or beside Internet search engine​ results?

Sponsored Search Ads

Which of the following BEST describes​ frequency?

The average number of times an individual will be exposed to a message

When advertisers buy an entire broadcast​ year's worth of national TV advertising time in order to lock in pricing and get the best time​ slots, they are taking advantage of​ ________.

Upfront TV ad Pricing


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