Marketing exam III

Ally is a new marketer trying to determine the return on ad spend that her first marketing campaign netted. She spent $500 on a Facebook advertisement, and the ad brought in $20 of revenue. Which of the following would be the return on ad spend (ROAS)? $25 5:1 10,000 $2.50

25

promoting a product in a television commercial aligns with which of the promotion mix elements

Advertising

As a new marketer in a firm, you are asked to provide the advantages of using advertising in an upcoming promotion strategy. Which of the following would be included in your list of advantages? Advertising's per-exposure cost is an advantage. Advertising is nonpaid, so it does not cost the company. Advertising's message is easy to change. Advertising's effectiveness is easy to capture early.

Advertisings per exposure cost is an advantage

Jamal is trying to explain the difference between reach and frequency to his classmates. Which of the following best describes reach? Interactions with an advertisement Estimated number of times a potential customer will see an advertisement How quickly the audience will be reached with an advertisement Estimated number of potential customers to see an advertisement

Estimated number of potential customers to see an advertisement

Indicators that measure the effectiveness of an advertising campaign are known as ________. KMAs Recalls ROIs KPIs

KPIs

Breana sees an advertisement that compares Colgate toothpaste with that of Crest. She decides to change her toothpaste brand based on this new information. Which term best describes what Breana was exposed to? Institutional advertisement Public relations Social media Product advertisement

Product advertisement

Which of the following is a true statement concerning public relations? Public relations is more expensive than advertising. Public relations has more of a guarantee of positive results than other forms of promotion. Public relations has the most message control of the various forms of promotion. Public relations is free but has no guarantee of results.

Public relations is free but has no guarantee of results.

Coco is trying to determine if the most recent ad she created and launched has been effective at increasing revenue. Which of the following metrics would you recommend Coco use? ROAS Impressions Brand awareness Brand recognition

ROAS

Which of the following is an example of a trade promotion? Allowances and discounts Coupons Loyalty programs Premiums

allowances and discounts

Which of the following is the final step in the advertising plan? Assessment Strategy Budgeting Execution

assessment

You show your friend the Adidas logo and ask them which brand it identifies. This is an example of ________. brand impression brand awareness brand recognition conversion rate

brand recognition

Shakira has been working with a customer for quite some time. She has a good rapport with the customer, and the customer often asks her a lot of questions regarding other matters in the industry. When Shakira is ready to work with the customer for an order, she talks with them about the pros and cons as well as other companies' products that might be a good fit. What type of selling approach is Shakira using? Adaptive Hard sell Stimulus-response Consultative

consultative

If the target market for a product or service is millennials, which advertising media would you most likely choose? Digital media Outdoor advertising Newspapers Billboards

digital media

Public relations has all the following advantages except ________. increased brand credibility increased brand image direct control increased sales and leads

direct control

Mikel does not have a lot of money for marketing his new business. But he wants to raise awareness of his company and decides to commit to handing out free water at a local 5K run. Which of the following is Mikel participating in? Events Lobbying Press relations Public affairs

events

When Taco Bell was hit with a lawsuit that claimed its seasoned beef was only 35 percent beef, the company utilized social media to show its ingredients, a campaign that was wildly successful. Which of the following was Taco Bell hoping for? Guaranteed results Improved brand image Direct control of the message Increase sales and leads

improved brand image

After watching a TikTok, you learn that Thinx—a company that produces period underwear—has donated over $25,000 in period and other products to Afghan women who have recently fled their country. Because of this, you decide to purchase Thinx products. Which advantage of public relations has been achieved in this scenario? Increased sales and leads Lack of direct control Guaranteed results Direct control

increased sales and leads

You see a television advertisement from Ford thanking frontline heroes during the pandemic. Which term best describes this advertisement? Product advertising Public relations Institutional advertising Press relations

institutional advertising

Which of the following is a way companies attempt to influence public policy and law? Press relations Events Lobbying Publicity

lobbying

When Story Land, a children's museum in New Hampshire, reopened, it utilized public relations. Numerous local television stations picked up and reported the story, providing free marketing to potential customers. The company bet on the positive virality of its press release, which worked in its favor. Which of the following disadvantages explains why Story Land "bet on the positive virality"? No direct control Increased brand recognition Increased sales Guarantee of results

no direct control

Personal selling is ________. unpaid advertising to consumers a method of increasing sales in the short term one-on-one interaction between a sales professional and a potential buyer/customer used for handling routine purchases

one-on-one interaction between a sales professional and a potential buyer/customer

Daved is a marketer looking to see how successful his new marketing campaign was. Which of the following would you suggest to Daved? Posttest Pretest Jury test Portfolio test

posttest

Keith is with his prospect , and he is out on a test drive for the new Ford F-150. He is telling the prospect about the safety features of the truck. What stage of the selling process is Keith in? Approach Close Presentation Handling objections

presentation

Lucia works for ABC Home Centers. The company sells roofing and windows to customers looking to make home improvements. Lucia's main job with the company is to identify people who might be in the market for home improvement products . As part of Lucia's job, she calls people to see if they would be interested in finding out more about ABC's products . What stage of the sales process is Lucia doing? Closing Handling objections Presentation Prospecting and qualifying

prospecting and qualifying

What is a promotion mix element that is earned rather than paid for? Public relations Advertising Television advertisements Web page advertisements

public relations

Liam is interested in the ratings of a recent television advertisement. They are interested in calculating the impressions of this ad. Liam knows that the target population of this ad is 500,000, and the ad runs three times. Which information is Liam missing to calculate impressions? Converts Rating Conversion rate Number of weeks the ad ran

rating

The retail store Ann Taylor is offering 75% off if you order online today and sign up to receive the newsletter. This is an example of what promotional mix strategy? Advertising Personal selling Public relations Sales promotion

sales promotion

Which of the following consumer promotion tools offers a free amount of a product or service delivered door-to-door, sent in the mail, picked up in a store, attached to another product, or featured in an advertising offer? Coupons Rebates Premiums Samples

samples

As a marketer in charge of a new advertising campaign, what is the first step you will utilize in planning? Determine a budget Decide on a push or pull strategy State the objectives Execute the plan

state the objectives

Sales promotion consists of a collection of incentive tools designed to do what for the product? Stimulate demand Create brand awareness Provide free publicity Informs

stimulate demand

When Starbucks has a happy hour special from 2:00 to 4:00 and drinks are half price, what is the purpose of the sales promotion? Lose money Stimulate demand Spread information Increase customer satisfaction

stimulate demand

Which of the following allows consumers to do things in order to have a chance of winning? Coupons Sweepstakes Contests Rebates

sweepstakes