EXAM 4 Review
Which social networking platform has such a large group of users that you're likely to find your target audience?
The ability of a marketer to identify customers before they make a purchase is called
addressability
When a company promotes its position on a public issue, this is specifically referred to as ______ advertising.
advocacy
An advertising platform is the
basic issue or selling point that an advertiser wishes to include in an advertising campaign
Tyler is a purchasing agent for Kellogg's. He is currently negotiating with his suppliers to receive a _______, which is a temporary price reduction to resellers for purchasing specified quantities of a product.
buying allowance
A sharing of meaning defines
communication
If an advertising campaign is aimed at increasing brand awareness and consumers' knowledge of a product's features, the advertising objective should be stated in terms of
communication
If Target were to base its advertising appropriation on the amount that Walmart spends, it would be using the ____ approach.
competition-matching
The difference between consumer sales promotion methods and trade sales promotion methods is
consumer sales promotions focus on getting consumers to buy their products, whereas trade sales promotions focus on getting wholesalers and retailers to buy
One trend that has caused consumer-generated information to gain importance is
consumers' tendencies to trust other consumers over corporations
____ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information.
control
An arrangement in which a manufacturer pays a certain amount of a retailer's media costs for advertising that manufacturer's products is
cooperative advertising
The verbal portion of an advertisement, including headlines, body, and signature, is called the
copy
Primary demand is defined as
demand for a product category
Cheyenne calls to see if her customer's new hardwood floors were installed correctly
during the follow-up step
Which of the following refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital media and digital marketing?
electronic marketing
Jamba 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
The first stage in the development of any advertising campaign is
identifying the advertising target audience
Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called _____ advertising.
institutional
The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines
integrated marketing communications
Walgreen's has set up a website that enables customers to converse with the company and communicate their needs and wants. This is an example of a(n) ____ website.
interactive
The stage of the personal selling process in which the salesperson attempts to make a favorable impression, gather information about the customer's needs and objectives, and build a rapport with the prospective customers is called
making the presentation
While anticipating objections and countering them before they are asked is a good idea, one negative consequence of doing so is that the salesperson may
mention objections the customer had not thought of
Selective demand is demand for a
particular brand
Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called
personal selling
Which of the following types of promotion informs potential customers about a product and what it is?
pioneer
If a company calls a meeting to announce a major news event, this is known as a
press conference
Advertising, personal selling, sales promotion, and public relations are called
promotion mix ingredients
Jennifer is beginning her week as a sales representative for Gartner. She decides to start the day by developing a list of potential customers, which is called
prospecting
____ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders.
public relations
The three general types of media schedules are
pulsing, continuous, and flighting
An organization may conduct a ____ when it wants to measure the extent to which stakeholders view it as being socially responsible.
social audit
In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication
source
A salesperson finds and analyzes information about each prospect's specific product needs, current use of and feeling about brands, and personal characteristics during
the preapproach
