Marketing Exam 3
Which of the following are the three characteristics that an advertising appeal should have?
meaningful, believable, and distinctive
McDonald's, Subway, and Jiffy Lube are all examples of ________.
franchises
At Neiman Marcus, a first-class department store, customers shop for high-end products and they are assisted in every phase of the shopping process. Neiman Marcus is a ________.
full-service retailer
Delia's is a clothing retailer that targets teenage girls. The company runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog, print ads, and Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all aspects. From this information, we can infer that Delia's is using ________.
integrated marketing communication
________ are retailers that offer sales assistance because they carry more shopping goods about which customers might need information.
limited-service retailers
Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor is called __________ and includes broadcast, mobile, print, and online forms.
advertising
A ________ is a layer of intermediaries that performs some work in bringing the product and its ownership closer to the final buyer.
channel level
Which of the following is true of conventional distribution channels?
channel members seek to maximize their own profits
Marketers now view themselves as ________ that create and share brand messages and conversations with and among customers across a mix of paid, owned, earned, and shared communication channels.
content marketing managers
Stop-N-Go , 7-Eleven, and Circle K are examples of ________.
convenience stores
In a(n) ________ channel, the same member both produces and distributes a product or service to consumers.
direct
Which of the following is one of the five major promotion tools?
direct and digital marketing
Apple used an album by the band U2 to promote the Apple Watch announcement. Which of the following message execution styles is illustrated in this example?
musical
Foot Locker has mastered online and mobile efforts that link seamlessly with store operations, offering options such as "buy online, ship from store" and "buy online, reserve in store" for pickup. This is an example of __________
omni-channel retailing
________ creates a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping.
omni-channel retailing
________ includes sales presentations, trade shows, and incentive programs.
personal selling
The first step in creating effective advertising messages is
planning a message strategy
Which of the following promotion categories is most likely to use the promotion tools of press releases, sponsorships, events, and Web pages?
public relations
Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events?
public relations
An advertising objective is classified by its primary purpose, which is to inform, persuade, or
remind
________ involves using in-store promotions and advertising to extend brand equity to "the last mile" and encourage favorable point-of-purchase decisions.
shopper marketing
Which message execution style depicts average people using a product in an everyday setting?
slice of life
Which of the following is a digital medium that is used by advertisers to reach consumers directly?
smartphone
GameStop sells only video games and systems, offering a narrow product line with a deep assortment within that line. GameStop is a(n) ________.
specialty store
Which of the following is most likely an objective of informative advertising?
suggest new uses for a product
________ are facing slow sales growth because of slower population growth, increased competition, and the rapid growth of out-of-home eating.
supermarkets
A pharmaceutical ad features a world-renowned surgeon describing the benefits of a medication. Which of the following message execution styles is illustrated in this example?
testimonial evidence
Today's consumers do not need to rely on marketer-supplied information about products and services because they can use _________ to seek out a wealth of information.
the internet
A company's total marketing communications mix consists of a specific blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. Which of the following terms best describes this set of communications tools?
the promotion mix
T or F: Producers use intermediaries because they create greater efficiency in making goods available to target markets.
true
T or F: Shopper marketing involves focusing the entire marketing process-from product and brand development to logistics, promotion, and merchandising-toward turning shoppers into buyers at the point of sale.
true
Personal communications about a product between target buyers and neighbors, friends, family, members, associates, and other consumers, are known as
word-of-mouth influence
