Marketing 334 Final
All of the following statements about marketing campaign options are true, except: -A brand awareness campaign needs to highlight the "what" the company does and the products and services it sells -A product / service launch creates excitement with the right target audience -A search engine marketing campaign drives potential customers to a company's social media pages -A user-generated content campaign uses customer created content to promote the company
A search engine marketing campaign drives potential customers to a company's social media pages
The five concepts to include when developing an advertisement include creating a hook, highlighting the problem, presenting the solution, ________, and stating a call to action. -Addressing concerns -Detailing the features and benefits -Differentiating the solution from the competition -None of these
Addressing concerns
Common types of content used by marketers in developing their content marketing strategy include ________ -Infographics -Blogs -Podcasts -All of these
All of these
Michelle has a consulting organization and wants to use her website to provide details about her company's profile. Michelle's primary objective in designing the website is to ________. -Build a brand image -Allow customer sampling -Disseminate information -Handle objections
Disseminate information
Brand positioning strategies include ________? -Competition -Price -Use / Application -Quality -Each of these
Each of these
Which is an example of a seasonal push marketing campaign? -Spring -Christmas -4th of July -Each of these
Each of these
Which of the following is a / are step(s) in developing an integrated marketing campaign? -Identify the campaign objectives -Select the target audience -Define the message -Determine the appropriate communication channels -Each of these
Each of these
True or False: A disadvantage of digital marketing is the inability to measure its effectiveness in real time
False
True or False: An advantage of television advertising is the low cost per exposure
False
True or False: Blogs are the most expensive way to reach a large audience
False
True or False: Consumers use a standard process to make a purchase
False
True or False: Digital marketing is an effective way to disseminate information to a specific target audience and is more expensive compared to other marketing options
False
True or False: If one part of an IMC campaign is not working, marketers need to cancel the entire campaign and start over
False
True or False: Public relations is perceived in the same light as advertising
False
True or False: The content and components of a creative brief will vary depending on the specific project
False
True or False: The creative process consists of a chronological list of activities executed in a specific order to keep all team members working together
False
True or False: The creative team does not need to research the target market's preferences prior to developing creative ideas for the campaign
False
True or False: The focus of content writing and copywriting is to provide information to potential customers.
False
True or False: The relative cost of public relations is very high
False
True or False: Videos that are informative and educate consumers are not effective at generating leads
False
True or False: With more individuals finding information online, magazine advertising is no longer an important component to an integrated marketing campaign
False
The goals of direct marketing are to create a brand image and ________. -Generate an immediate behavioral response -Utilize telephone communication exclusively -Create awareness -Convey detailed information
Generate an immediate behavioral response
Direct marketing ________. -Is synonymous with word-of-mouth marketing -Is one of the slowest growing forms of marketing -Is a valuable component to an integrated marketing campaign -Cannot be combined with other marketing options
Is a valuable component to an integrated marketing campaign
Which of the following is a disadvantage of public relations? -It does not contribute to a company's ROI -It lacks credibility -It does not support advertising programs. -It does not guarantee media time and space
It does not guarantee media time and space.
Which of the following is an advantage of using public relations? -It is a cost-effective way to reach a target market -It enables marketers to easily use slogans and other advertising devices -It provides a guarantee for media time and space -It offers several standard effectiveness measures
It is a cost-effective way to reach a target market
Which of the following is a disadvantage associated with using out-of-home as an advertising option? -Poor reproduction quality -Clutter -Local restrictions -High repetition -Location specific
Location restrictions
Which of the following is a disadvantage of e-books? -Inexpensive -Easily revisable -Interactive -None of these
None of these
True or False: Content writing is used to inform and educate potential customers while copywriting is used to convince potential customers to take action
True
True or False: Digital marketing is an effective tool for creating awareness for both small and large organizations.
True
True or False: Direct marketing activities are supported by the other elements of the promotional mix
True
True or False: Embedded marketing is when products are seen in TV shows, personal videos, movies, and video games
True
True or False: One of the main reasons businesses are concerned about public perception is that these perceptions may affect the sales of the company's products / services
True
True or False: Public relations is designed to provide only positive information about a firm
True
True or False: Radio advertisements are more flexible than magazine advertisements
True
True or False: The best location to place a kiosk is in an area with the target audience currently shops
True
True or False: The creative brief details the various creative activities required to develop the marketing campaign components
True
True or False: The five characteristics of effective marketing campaign objectives are specific, measurable, achievable, relevant and time-based
True
True or False: The goal of an IMC campaign is to reach customers through a combination of marketing tactics to inform and influence the target audience in the decision-making process
True
True or False: The most common types of content used in marketing campaigns include web copy, ebooks, product descriptions, newsletters, case studies, brochures, infographics, tutorials, social media posts, white papers, and video scripts
True
True or False: The public relations process is ongoing
True
True or False: The purpose of a creative strategy is to ensure that all stakeholders are focused on a common goal
True
True or False: The show-and-tell style of television advertising informs and educates while bringing the product / service story to life
True
True or False: Videos that provide the highest marketing impact are those that are informational and educational
True
True or False: When a department store notifies a customer of a special gift with purchase, the store is combining direct marketing with promotions
True
True or False: When determining the best type of campaign to run, marketers need to focus on the organizational objectives
True
Tue or False: Brand positioning creates a picture in the mind of the consumer and communicates the unique value proposition of the brand
True
True or False: Companies develop e-books to promote the expertise of the company
True
Which of the following statements about public relations is true? -Public relations is not considered a management function -Public relations has the same objectives as product and service promotion -An effective public relations program continues over months or even years -Public relations deals only with the activities designed to sell a product or service
An effective public relations program continues over months or even years
Which of the following is not a disadvantage of SEO? -Long-term play -Builds brand awareness -No guarantees -Time consuming
Builds brand awareness
Which of the following statements is true of digital marketing? -Digital marketing is an interactive medium that allows for a two-way flow of information -Digital marketing is a communications medium rather than a direct-response medium -Digital marketing is a unidirectional medium like all other media -Digital marketing does not allow consumers to control the messages and content they are exposed to
Digital marketing is an interactive medium that allows for a two-way flow of information
Which of the following statements is true about the growth of direct marketing? -Direct marketing started being used as a promotional media tool only after the introduction of the internet -A result of direct marketing is the use of credit cards for purchases -The fast-paced and changing values and lifestyles of consumers are decreasing the effectiveness of direct marketing in urban areas -Digital technologies have made it easier for marketers to be successful in reaching desired target markets
Digital technologies have made it easier for marketers to be successful in reaching desired target markets
Which of the following is true? -Direct mail marketing has declined due to the use of the internet -Traditional direct mail business has experienced higher response rates from many consumers since the advent of the internet -Direct mail is synonymous with personal selling -The key to success with direct mail marketing is the mailing list
Direct mail marketing has declined due to the use of the internet
Which of the following is a disadvantage of newspaper advertising? -Poor reproduction quality -Long lead time for placing ads -High cost -Low coverage
Poor reproduction quality
________ is the management function that evaluates public attitudes and implements a program of action to earn public understanding and acceptance -Public relations -Image advertising -Corporate advertising -Public administration
Public relations
Which of the following is not an advantage of podcasts? -Significant growth opportunities -Increase brand awareness -Reach a target audience with dissimilar interests -Easy access for the listener
Reach a target audience with dissimilar interests
Which of the following is not an advantage of print media? -Longevity -Flexibility -High engagement -Credibility -Short lead times
Short lead times
Which of the following is not a format used in writing content? -Short / long term text -Images -Web copy -Audio -Video
Short/long text
Which of the following is not an advantage of broadcast media? -Disseminates information to a mass market -Exponential increase in brand awareness -Suitable for all products / services -Uses a combination of audio and video for multi-sensory appeal
Suitable for all products / services
________ and direct selling are two methods of personal selling used to generate sales -Public relations -Sales promotion -Infomercials -Telemarketing
Telemarketing
Which of the following statements is true of the use of catalogs in the direct-marketing industry? -A disadvantage of catalogs is that they can be used only in the form of traditional hard copies; they cannot be used online -The number of catalogs mailed and the number of traditional catalog shoppers has increased in recent years -The emotional appeal of a traditional catalog exceeds that of online catalogs, and, ultimately, a traditional catalog is one of the best ways to drive consumers online -Catalogs are ineffective due to their limited segmentation characteristics
The emotional appeal of a traditional catalog exceeds that of online catalogs, and, ultimately, a traditional catalog is one of the best ways to drive consumers online
Which of the following statements is true of infomercials? -Infomercials are only useful for creating awareness -The lower costs on cable and satellite channels have led to the growth of infomercials -According to broadcast standards, infomercials cannot exceed 30 minutes -Infomercials move a customer to take action quickly
The lower costs on cable and satellite channels have led to the growth of infomercials
True or False: A benefit of a user-generated content campaign is that content created by customers resonates better with the market than content created by the company
True
True or False: A storyboard visualizes the storyline of the commercial by laying out the images and illustrations that will be used to tell the story
True
True or False: A successful direct mail campaign is based on the mailing list, the ability to segment markets, and the offer
True
True or False: An advantage of content marketing is building long-term relationships with customers, increasing customer lifetime value
True
True or False: An advantage of out-of-home advertising is its pervasiveness
True
True or False: As the PR media are not being compensated makes public relations messages a credible source of information
True
True or False: Brochures are used as educational documents to provide information to potential customers about a company and its products / services
True
