MARKETING EXAM

The humor or drama in the ad reinforces the unique selling proposition of the product

According to Tom, advertising creative is most effective from a strategic standpoint when____

Preapproach

Before TJ came to Ohio University for his first sales call, he practiced making his sales presentation and determined what goals he has for the first meeting. TJ has finished the____ stage of the selling process

Television advertising to digital marketing

Bob Evans shifted a large part of their advertising budgets from ________ to __________ because of all the new data technologies available and because there are so many new media alternatives available that traditional media is not as effective as it used to be:

Sales promotion

Carpet Science distributed free samples of their spot remover via direct mail. What form of marketing communication is this?

Push

The Bryant furnace company is offering new big screen TV's for HVAC dealers that sell at least thirty units this year. Bryant is using a _______ promotional strategy.

Follow-up

The_______ stage of the selling process offers a prime opportunity for salespeople to solidify customer relationships through great service quality.

Direct marketing

Tom desired to increase the use of personalized marketing communication messages. To achieve the goal, Tom will likely increase use of

Set the advertising objectives

Tom is the head of marketing for Papa Murphy's. He initiated a new advertising campaign and chose Household heroes as the target. His next step is:

Inbound Marketing

________marketing is when a company sees that a customer is searching and interested in their product and they alternate to draw visitors and potential companies own media

Sales promotions

______are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs

Frequency

An ad for Bud Light ran six times during a recently televised football game. When measuring IMC results for this ad, six would be the______ for this telecast.

Public service announcement

An advertisement featuring a message don't text and drive is an example of a successful

Listening

Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter, or put another way, by

Buyers reservations

During his sales presentation to Ohio University, the facilities manager said they were concerned about the new wallcovering that TJ was proposing because it might be difficult to clean. This is an example of typical_______ that often arise during the sales

Social media

Firms can use______to bring customers together to share experiences around the products.

Developing content about the brand and reviewing and giving recommendations

From a marketing perspective, what is the "most important role" of bloggers and influencers?

Push

Gorilla Glue offers free POP (point-of-purchase) displays to retailers ordering its product. Gorilla Glue is using a ________ strategy.

Earned Media

Hershey's Public Relations agency hired a chef to build a giant 12 foot cake that Hershey unrealed at the Chocolate Lovers festival on Valentines day. Photos of this cake that was made using Hershey's Cocoa appeared in newspapers across the country plus many local news channels shared video of the unveiling during their news broadcast. This is an example of?

Objective-and-task

Julie is developing a budget for her firms IMC program. First she sets objectives like what percentage of customers they want to reach and how many times they want those customers to see their message. Then she chooses media, and finally she determines the cost for each product to be promoted. Julie is using the______ method of establishing an IMC budget.

Supports other promotional efforts by generating inexpensive media attention

Public relations is the component of IMC that

Online advertising

Sales promotions include all of the following except

They reinforced a social media campaign with extensive PR effort where they sent photos and videos of the Trumpkin to all major media outlets

The "Trumpkin" giant celebrity pumpkin became the number one trending them on Facebook for 36 hours because:

ALL OF THE ABOVE (on the test)

The Astoria Inn wanted to create some awareness about their new wedding destination hotel. They generated content around wedding planning that they hoped would generate interest and engagement with their target. Their plan to get this content out to their target might include:

Media Strategy

The Bobbque summer sales program had a great message that tested well in concept testing and a great creative advertisement that focused on the insight. It failed because they spent too much money on TV in underdeveloped markets and not enough money in mature markets. They had the wrong:

Lagged effect

Tom knew he needed a high level of frequency with the new advertising campaign because of this effect that notes that consumers dont usually react to advertising immediately: This is known as:

Reach

Tom wanted to know what percentage of the target audience was exposed to the message. Tom asked for _________ data.

Manufacturer's reps; a company sales force

When Elmer's first starting selling products in Puerto Rico, the company sold to Puerto Rico accounts using used________ while using to sell to major accounts in the US:

Pull customers into their hotel generating demand

When The Herbal Hotel was introducing their new hotel in Colorado they advertised their hotel on radio stations that their target Cannabis users liked. These efforts were designed to:

Benefits vs features

When advertising, marketers are most effective when they promote____ vs____

Initiate

Which of the following is NOT one of the steps in the AIDA model?