question

What is the major advantage of personal selling over advertising as a communication method?

answer

Personal selling involves direct contact b/w the buyer and the seller, wheres advertising deals with indirect contact

question

A_____ refers to each and every opportunity the customer has to see or hear about the company and/or its brand or have an encounter with it.

answer

Touch point

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Company created touch points

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According to Tom Duncan's basic categories of conduct or touch points, which of the following best describes planned marketing communication messages created by an org such as advertisements, websites, news/press, packaging, brochures, and sales promo?

question

unexpected touch points

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which of the following touch points relates to unanticipated references or info about a company or brand that a customer or prospect receives from sources that are beyond the control of the organization?

question

IMC recognizes that marketers must be able to use a wide range of marketing and promo tools to present a consistent image to target audiences.

answer

How does the IMC plan approach differ from traditional approaches to promotion?

question

Review of the marketing plan

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The first step in the IMC process is?

question

A detailed situation analysis

answer

typically, a marketing plan usually includes:

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promotional program situation analysis

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The stage of the IMC planning process which comes immediately after the overall marketing plan is reviewed is the;

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Assessing environmental influences

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According to an IMC marketing communications planning model, which of the following activities is best associated with the review of marketing plan step?

question

Purchasing media time and space

answer

According to an IMC marketing communications planning model, which of the following activities is best associated with the implement marketing comm stratgeies step?

question

analyzing consumer behavior

answer

According to an IMC marketing communications planning model, which of the following activities is best associated with the step of "analysis of promotional program situation?"

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Analyzing source, message, and channel factors

answer

According to an IMC marketing communications planning model, which of the following activities is best associated with the analysis of comm process step?

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Determining advertising budget

answer

According to an IMC marketing communications planning model, which of the following activities is best associated with the developing IMC program step?

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Product/service offering

answer

Which of the following is an area of focus of internal analysis?

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Who influences the decision to buy our product?

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Which of the following is a question that firms are likely to ask during an external analysis?

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Budget determination

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What is the next stage in the IMC planning process, once marketing and comm obj. have been set?

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Creative strategy

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The development of the advertising message that the marketer wants to convey to its target audience is called the____

question

Media Strategy

answer

____ involves determining which comm. channels will be used to deliver the advertising message to the target audience.

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Monitoring, evaluating, and controlling the promotional program

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Which is the final stage in the IMC planning process?

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It involves monitoring, evaluating, and controlling the promotional program

answer

Which of the following is true of the final stage of the IMC planning Process?

question

FALSE

answer

nontraditional media account for the majority of campanies' marketing comm. expenditures?

question

TRUE

answer

Not all marketing transactions involve the exchange of money for a product or service

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FALSE

answer

The status gained from owing a particular brand is an example of a functional benefit

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FALSE

answer

as marketers embraced the concept of IMC, they began to rely primarily on media advertising

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TRUE

answer

the IMC approach to marketing comm planning and strategy is popular among business-to-business marketers

question

FALSE

answer

Most consumers in generation Y are very receptive to traditional advertising

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FALSE

answer

Primary-demand advertising focuses on creating demand for a specific company's brands

question

TRUE

answer

analysis of the comm process may onvolve preliminary discussions on media-mix options and their cost implications

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Mrs. Maloney gave Larry a box of homemade fudge in return for painting her fence

answer

Which of the following is an example of a marketing exchange?

question

Successful companies recognize that creating and delivering value to their customers is extremely important

answer

According to the AMA's definition of marketing, what is true?

question

mass-media advertising

answer

Prior to the development of IMC, the promotional function in most companies was dominated by:

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It calls for a "big picture" approach to promotional activities

answer

Which of the following is true of IMC?

question

Integration

answer

In advertising, terms such as new advertising, orchestration, and seamless communication were used to describe the concept of:

question

it is viewed as an ongoing strategic business process

answer

According to the definition of IMC by Don Schultz, which of the following is true of IMC?

question

micromarketing

answer

To respond to media fragmentation, marketers are increasing their spending on:

question

Brand identity

answer

_____ is the sum of all points of encounter or contact that consumers have with the brand, and it extends beyond the experience or outcome of using it

question

Mass-media advertising

answer

____ has long been the cornerstone of brand building efforts for many companies

question

Promotion

answer

____ is the coordination of all seller-initiated efforts to set up channels of info and persuasion to sell goods and services

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Advertising

answer

Traditionally, what has been considered an element of the promotional mix?

question

Advertising

answer

Which of the following elements of the promotional mix is defined as a paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor using predominantly mass media?

question

The promotional mix, NOT marketing mix

answer

The basic elemtns that are used to accomplish an organization's marketing communication obj. are referred to as

question

immediate feedback

answer

Which of the following factors is generally neglected through the use of advertising?

question

low cost per contact

answer

Which of the following is true of advertising as a form of promotion?

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Mass Advertising

answer

need to reach a broad audience across various countries in a persuassive & cost-effective manner

question

it provides for immediate feedback from the message ecipient

answer

Which of the following features of direct-response advertising differentiates it from other forms of advertising?

question

Advertising

answer

The best known and most widely discussed form of promotion is:

question

Advertising

answer

Which promotional mix element would best suit a firm that wants to reach a large consumer audience while keeping the cost per contact low and creating a symbolic image or appeal for a new brand?

question

retail

answer

___ advertising is done by local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment

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Direct-action

answer

Advertising done for the purpose of building store traffic and encouraging consumers to make a purchase takes the form of ____ advertising

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it is done to build store traffic and sales

answer

Which of the following is true of retail advertising?

question

direct-action advertising

answer

Retail/ local advertising often takes the form of:

question

stimulate demand for a general product class or entire industry

answer

Primary-demand advertising is designed to:

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Selective-demand

answer

In the context of advertising for consumer markets, ___ advertising focuses on creating demand for a specific company's brand

question

Business-to-business

answer

____ advertising is targeted at individuals who influence the purchase of goods and services used to make other products

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Primary-demand advertising

answer

Milky way, a milk Co. comes up with new ads that promote the benefits of drinking milk. This is an example of

question

it focuses on creating demand for a specific company's brands

answer

Which of the following best describes selective brand advertising?

question

professional advertising

answer

Doc Stock sells stethoscopes, and places an ad in a doctor magazine. the company is trying to improve sales by directly reaching out to its primary market segment. this is an ex of?

question

TRADE

answer

___ advertising is targeted at marketing channel members such as wholesalers, distributors, and retailers in order to encourage them to stock more of a particular brand.

question

Traditionally it has not been considered an element of the promotional mix.

answer

Which of the following is true of direct marketing?

question

it encourages the buyer to buy directly from the manufacturer

answer

What is true of direct marketing?

question

it enables marketers to gather valuable personal info from customers

answer

Which of the following is true of the internet as a marketing medium?

question

Sales Promotion

answer

___ includes those marketing activities that provide extra value or incentives for purchasing a product, such as coupons and premiums

question

Consumer-oriented sales promo

answer

Sales promo targeted at the ultimate users of a product, such as sampling, coupons, contests, or sweepstakes are part of:

question

Publicity

answer

__ refers to nonpersonal comm regarding an org, products, service or idea not directly paid or run under identified sponsorship

question

Both involve nonpersonal comm to a mass audience

answer

What is a similarity b/w publicity and advertising?

question

credibility

answer

One of the PRIMARY advantages inherent in the use of publicity is its

question

usually comes in the form of a news story or an editorial

answer

Which statement is true about publicity?

question

it includes fund-raising, sponsorship of special events, and special publications

answer

Which of the following is true of public relations?

question

Personal selling

answer

The promotional mix element that allows for the most immediate and precise feedback from the customer is:

question

Product class- airlines compete with trains and buses

answer

to encourage more people to use mass transit, ads from providers of mass trans compare the ease and comfort of riding mass trans with the difficulties of driving in congested traffic and parking headaches. What positioning strategy is used?

question

it is goodwill that results from a favorable impression

answer

which of the following is true of brand equity?

question

Indirect channel of distribution

answer

Breeze Corp. a manufacturer of fans, sells its products to retailers who in turn sell them to the final consumers. In the given scenario, the manufacturer is using?

question

Promotional push strategies

answer

___ are programs designed to persuade the retailer to promote a manufacturer's products

question

Promo Push strategy

answer

Cat food manufacturer places an ad in a vet magazine, saying they should recommend it to cat owners. what is this?

question

Promotional pull strategy

answer

with____ advertising expenditures and promotional efforts are directed toward the ultimate consumer.

question

its goal is to create demand among consumers.

answer

What is true of a promotional pull strategy?

question

Clients

answer

___ are the major participants in the IMC process who pay for advertising campaigns and promotions

question

Media Organization

answer

Creative networks is a major participant in the advertising and promotion process. It attracts various companies to buy space and time with them by providing the same at discounted rates. CN helps these companies reach their target market effectively by comm. their message, CN is a(n):

question

Specialized marketing communications service agencies

answer

With respect to the major participants in the advertising and promotions process, which of the following participants include sales promo agencies, digital/ interactive agencies, and public relations firms?

question

The top management is usually interested in how the advertising program represents the organization.

answer

Which of the following statements is true about the role of top management in the advertising and promotion decision making process?

question

it does not have many product lines or brands to advertise

answer

a company often uses a centralized system when:

question

Category managers

answer

In a decentralized system, ind who oversee management of the entire product category and focus on the strategies role of the various brands in order to build profits and market share are known as:

question

it has multiple divisions and many different products

answer

A company often uses a decentralized organizational system when:

question

Brand managers often end up competing for management attention, marketing budgets, and other resources

answer

which is a limitation associated with the decentralized organizational structure for advertising?

question

Novelty-seeking behavior

answer

which of the following consumer behaviors leads them to seek different brands and try out various options?

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