Marketing EXAM 5 – Flashcards
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Home Depot hired an advertising agency to develop television ads for its grand opening in Southern Maine. The advertising agency represents which of the following components of the communication process?
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Transmitter
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The AIDA model is also known as the _____ model.
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think, feel, do
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Traditionally, advertising has been _____ and _____.
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passive; offline
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To support the other promotional efforts, firms use _____ to generate "free" media attent
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public relations
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Sales promotions such as free samples and point-of-purchase displays, are designed to build
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short-term sales.
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Personalized e-mail marketing is an example of an online, passive form of persuasive communication, which would be classified as an example of
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direct marketing.
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Omaha Steaks sending e-mail coupons for items that customers have purchased previously and mailing slick pictures of gourmet steaks and meal packages to addresses that have received orders in the past is an example of
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direct marketing.
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Jacob determined one of the metrics he would use to gauge the level of exposure his marketing message had with his target market was the number of times the target was exposed to his message throughout the 6 weeks of the campaign, representing its
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frequency.
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Nathan gauged the level of exposure to his marketing campaign using the percentage of the target population exposed at least once to his advertisement, representing its
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reach.
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Google's AdWords system provides a Quality Score as a measure of _____, which indicates the usefulness of an ad message to consumers doing a Google search.
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frequency.
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If a sponsored link was delivered 100 times and 10 people clicked on it, then the number of impressions is 100, the number of clicks is 10, and the click-through-rate (CTR) would be
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10%
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In the AIDA model, the "think" stage is the ________________ stage.
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Awareness
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To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and
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the number of impressions.
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In recent years, the component of IMC that has received the greatest increase in spending is
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direct marketing.
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Which of the following is the first step in planning and executing an advertising campaign?
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Identify the target market.
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It is in the _____ step of the process of developing an advertising campaign that the metrics are articulated against which advertising success or failure of the campaign is measured.
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Set the advertising objectives
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When introducing new products, Quaker Oats uses a _____ strategy by offering retailers discounts on the products along with point-of-purchase displays to motivate them to highlight the product.
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push
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Firms often use _____ advertising to convince consumers to take action such as switching brands, trying a new product, or even continuing to buy the advertised product.
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persuasive
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The "Indoor Tanning is Out" campaign is designed to raise awareness of the increased risk of melanoma, the deadliest form of skin cancer, and decrease usage of tanning salons. This is an example of _____ advertising.
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public service
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Exxon Mobil uses a(n) _____ appeal when it explains technical aspects of its products, such as lithium ion batteries, hydrogen technology, biofuels, and CO2 capture technologies.
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informational
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Bowflex and Jenny Craig develop advertisements featuring celebrities to address its target market's need for feeling good about themselves. This is an example of which of the following?
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emotional appeal
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As a means to reach large numbers of anonymous audience members, USA Today newspapers are considered to be which of the following types of media?
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mass media
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HGTV and Home and Gardens magazine fall into which of the following categories of media?
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Niche media
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Coppertone uses a(n) _____ advertising schedule, where it advertises heavily in the months leading up to and during the summer, with no advertising after the season ends.
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flighting
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IKEA advertises throughout the year, but significantly increases its advertising during the back-to-school time frame, thus implementing a(n) _____ advertising schedule.
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pulsing
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An example of _____ is when American Idol judges are seen drinking Coca-Cola.
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product placement
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An advertising campaign's objectives should be specific and measurable.
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TRUE
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Which of the following is NOT true about public relations?
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With the growth of the Internet, PR is quickly losing its impact.
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Sarah goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate Paige doesn't read newspapers, let alone look through them for coupons. But Paige filled out a form from inside a cereal box entering her in a drawing for free exercise equipment. What kind of sales promotion reached Paige?
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sweepstakes
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Content that is distributed through social interactions is referred to as
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social media.
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Which of the following is a professional site that is designed to allow users to share information about their professional lives with others, post résumés, network with other professionals, and search for jobs?
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LinkedIn
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What is the job function of a community manager?
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to handle corporate forums and blogs as well as increase traffic to the company's website
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Personal selling adds value in each of the following ways EXCEPT by
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consistently lowering prices below competitors.
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When the National Association of Realtors' national awareness campaign emphasizes that realtors know how to more efficiently market a client's property than an owner can by himself, it is highlighting which value of personal selling?
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Saving time and simplify buying
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The annual International Consumer Electronics Show (CES) in Las Vegas is an example of a(n) _____ show, which is an event attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry.
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trade
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_____ is a method of prospecting where sales people telephone or go to see potential customers without appointments.
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Cold calling
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The planning, direction, and control of personal selling activities, including recruiting, selecting, training, motivating, compensating, and evaluating, as they apply to the sales force is part and parcel of
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sales management.
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A salesperson whose primary responsibilities are identifying potential customers and engaging those customers in discussions to attempt to make a sale are called
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order getters.
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A desirable personal trait of good salespeople is _____, where they care about their customers, their issues, and their problems.
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empathy
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Which of the following is a form of salesperson compensation whereby payment is based on sales volume or profitability?
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Commission
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Which of the following is an effective form of nonfinancial compensation provided to salespeople?
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Awards
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To maintain trustworthy customer relationships, companies must take care that they respect the _____ comfort zone, that is, the amount of information a customer feels comfortable providing.
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information
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Equal employment opportunity laws make it unlawful to discriminate against a person in hiring, promotion, or firing because of race, religion, nationality, sex, or
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age.
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If an insurance company encourages its salespeople to intentionally mislead potential customers about damage from flooding due to hurricane damage, who could be susceptible to legal action for the deceptive practice?
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The company and the salesperson.
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Sales is among the highest-paying careers for college graduates.
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TRUE
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When Motorola first entered the Mexican marketplace, the company wanted direct control of salespeople in major urban markets but was not as concerned about control in smaller areas of the country. Motorola probably used _________________ in major urban areas and _______________________ in smaller areas of Mexico.
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a company sales force; manufacturer's reps
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Often the best way to handle customers' reservations is to relax, listen, and
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ask questions to clarify the issues.
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When designing in-store signage, retailers often develop yellow signs and shelf tags with bold lettering to catch consumers' attention. The use of visuals in this manner represents the _____ component of the communication process.
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Encoding
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Macy's is conducting marketing research to determine whether or not its advertising message could be clearly understood by its customers. This relates to which component of the communication process?
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feedback loop
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The highest level of awareness is
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Top-of-mind awareness.
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The fact that a particular advertisement might not cause a consumer to make an immediate purchase is referred to as
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a lagged effect.
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The U.S. Government promoted public participation in the 2010 Census during the televised Super Bowl game in its efforts is to raise awareness of the when and how the Census works. This is an example of which of the following promotional elements?
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Advertising
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Which of the following formulas is accurate for calculating gross rating points (GRP)?
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reach multiplied by frequency
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When Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message, she was told the reach was 40, the frequency was 4, and the competitive parity was 10. The gross rating points for her firm's campaign were
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160.
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Julie is developing a budget for her firm's IMC program. First she sets objectives. 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.
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objective-and-task
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Even the best marketing communication can be wasted if the sender does not first
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gain the attention of the consumer.
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A(n) _____ is a subsection of the firm's overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the advertising campaign, clarifies a specific strategy for accomplishing those objectives, and indicates how the firm can determine whether the campaign was successful.
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advertising plan
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As a product in the maturity stage of its life cycle, chewing gum brands would most likely require the use of _____ advertising to prompt purchases.
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reminder
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The "Beef, It's What's for Dinner" campaign to encourage beef consumption is an example of _____ advertising.
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institutional
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The ___ enforces truth in advertising laws and defines deceptive and unfair advertising practices.
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The Federal Trade Commission
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As a type of sales promotion, _____ encourage trial and reduce consumer risk, although they may negatively impact perceptions of brand value.
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deals
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The Holiday Inn Priority Club is an example of a_____, which is specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time.
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a loyalty program
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J. Crew teaming up with several famous brands, including Belstaff, and Timex, to offer exclusive products in the J. Crew stores and on its website is an example of
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cross-promoting.
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A ____________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising.
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pulsing
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The effectiveness of an advertising campaign is assessed during the campaign by
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tracking.
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Informative advertising is used to
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create and build brand awareness.
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_____ is the two-way flow of communication between a buyer or buyers and a seller that is designed to influence the buyer's purchase decision.
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Personal selling
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Although reservations can arise during each stage of the selling process, they are very likely to occur during the
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sales presentation.
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Salespeople who sell a manufacturer's products on an extended contract basis but are not employees of the manufacturer are known as
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manufacturer's reps.
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A(n) _____ is a salesperson whose primary responsibility is to process routine orders or reorders or rebuys for products.
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order taker
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When Best Buy customers experience computer problems, the company offers a Geek Squad for door-to-door service as well as in-store assistance. The Geek Squad fulfills the role of
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sales support personnel.
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Most important in dealing with ethical and legal issues between the customer and the salesperson is for sales managers to
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lead by example.
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If it is a company's policy to intentionally mislead potential customers about some aspect of a product, a sales rep that carries out this policy by misleading the customer can be held legally accountable.
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TRUE
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The attitudes that Ryan's customers develop after they have purchased his yearly lawn care service will become the basis for determining whether they renew each year. He needs to demonstrate the ____________ dimension of service quality by showing consistently well-maintained yards with neat, professional personnel.
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tangibles
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Sally has been having a difficult time working with a particular buyer while using the personal selling process, and she has asked her manager, Chris, for some ideas about how to close the sale effectively. Chris asks her a number of questions to help sort out the difficulties. Which of the following questions would Chris be LEAST likely to ask?
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"Have you completed the follow-up to ease the buyer's mind?"
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Harley Davidson has _____ if a consumer responds "Harley" when asked about American-made motorcycles.
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top-of-mind awareness.
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The _____ method determines the budget required to undertake specific tasks to accomplish communication objectives.
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Objective-and-task
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Since her firm's share of the market has increased from 2.5% to 3%, Allyson had determined she would set her share of communication expenses at 3% of sales, which is an example of the use of the _____ method.
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competitive parity
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_____ is/are the number of times an ad appears in front of the user.
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Impressions
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Though a picture may be worth a thousand words, the most important facet of encoding is not what is received but what is sent.
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False, The most important facet of encoding is not what gets sent but rather what is received.
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In the IMC process, noise can occur as a result of lack of message clarity, a poor choice of medium, or
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competing messages.
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Once the marketing communication has captured the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from
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"I like it" to "I want it."
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The slogans "Coolest Video Game," and "World's Best Hamburgers" are examples of _____, which is the legal exaggeration of praise, stopping just short of deception, lavished on a product.
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puffery
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The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins who boogied to the song, "I Heard It Through the Grapevine." The ads, which were hugely popular and which gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of
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institutional advertising.
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Marketers __________ an advertising campaign in order to ensure that various elements of the campaign will work in an integrated fashion and do what they are intended to do.
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pretest
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Generally speaking, all advertising messages are designed to
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inform, persuade, or remind customers.
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What is the first step involved in developing and implementing a marketing campaign?
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Identify a strategy and goals.
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Evaluating a list of prospective customers, assessing their potential to purchase a product is called
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qualifying leads.
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After the salesperson has learned about the customer during the qualification stage, in the _____ step additional research is conducted and plans are made for meeting with the customer.
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Preapproach
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Managers and sales experts have identified each of the following personal traits as most important when recruiting salespeople. Which of the following is NOT one of those traits?
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speaking skills
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Geraldine is in NEC's sales training program. She will probably be taught that all a salesperson needs to do is ask questions.
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False
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Personal selling can take place in all of the following situations EXCEPT
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through the newspaper.
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Based on the recommendation of its advertising agency, Home Depot chose to advertise on HGTV. In this situation, HGTV represents which component of the communication process?
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Communication channel
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The goal of any marketing communication is to
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get the right message to the right audience through the right media.
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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.
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frequency
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Firms can use _____________ to bring customers together to share experiences around the products.
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social media
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A _____ offers an item for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing.
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premium
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Jamara knows that his spring-break travel packages are the best deal on campus. He also knows his competitor is sloppy, often waiting until the last minute to provide the needed tickets and documents to students buying his island packages. Jamara wants to develop an advertising message that emphasizes the key benefits he provides. He will develop a(n) __________ appeal.
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informational
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The advertising message admonition, "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes," suggests that advertising messages need to
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focus on solving problems.
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When UPS is adding to its fleet of planes, Boeing's sales team adds value most directly by _____, addressing technical aspects of new aircraft, as well as the economic justification for the purchase.
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providing information and advice
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The _____ step in the selling process is often stressful for salespeople, since one of the possible outcomes is that the salesperson goes away empty-handed.
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closing the sale
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The _____ offers a prime opportunity for a salesperson to solidify the customer relationship through great service quality.
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follow-up
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Brandon is in the process of qualifying leads he received from corporate headquarters. Brandon will assess
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whether or not it is worthwhile to pursue these potential customers.
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Often, inexperienced salespeople mistakenly believe that during the sales call, they should
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do all the talking.
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The IMC communication process begins with ________, who must be clearly identified.
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the sender
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Personal selling can only be successful through the use of print, newspapers, and radio.
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False
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When a company wants to create and build brand awareness, it would use _____ advertising.
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informative
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Which of the following is NOT an aspect of advertising?
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It is used to only sell products.
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Walmart's "Everyday low prices" selling proposition is effective primarily because it is
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meaningful to the consumer.
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The key to a successful emotional appeal is to create a bond between the consumer and the brand.
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TRUE
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Which of the following is NOT one of the federal agencies that regulate advertising activities?
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FRS
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Research indicates that positively engaged consumers tend to be
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more profitable consumers.
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Salespeople who already have an established relationship with a customer will skip this step; it is not used extensively in retail settings, but it is in B2B situations.
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Generate and qualify leads
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When Pat was talking with his customer about the new accounting system, his customer mentioned that she thought the new system was not going to fit into their budget. Pat explained that once her people were trained on it, it would required less time to process orders, and therefore save her money in payroll. Which part of the sales presentation is demonstrated in this example?
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overcoming reservations
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Manufacturers' representatives are a firm's senior sales employees.
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False
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In the communication process, _____ refers to the process by which the receiver interprets the sender's message.
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decoding
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If you send an email and include a link, you can track how many people took the desired action of clicking on the link. This is known as
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the click-through rate.
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Though advertising experts wish it were true, there is not always a direct link between a particular marketing communication and
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a consumer's purchase.
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Because PSAs are a special class of advertising, FCC rules require
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broadcasters to devote a specific amount of free time to them.
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Social media first began to get more professional and offer more to users
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at the turn of the twentieth century, during its industrialization phase.
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It is the company's responsibility, not the salesperson's, to ensure that all dealings with the customer are ethical and legal.
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FALSE
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If you had a small business and needed a sales force but did not wish to hire anyone, you could use the services of an independent agent.
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TRUE
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Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer, listener, or reader profile of the communication channel being considered. The agency is most likely trying to avoid noise problems associated with
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a poor choice of medium.
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In the AIDA model,
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awareness leads to interest, which hopefully leads to desire and then, action.
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Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product placement.
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TRUE
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In the "create advertisements" step when planning and executing an ad campaign, often the execution style for the ad will
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dictate the type of medium used to deliver the message.
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All of the following are service quality dimensions related to follow-up EXCEPT
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ethics.
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Like any effective salesperson, Frazer walks into a customer's office, shakes hands, looks the customer in the eye, and smiles. After exchanging pleasantries, Frazer will try to create interest in his company's product and establish
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where the customer is in the buying process.
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Limitations of the _____ budgeting method include not allowing firms to exploit the unique opportunities or problems they confront in a market. If all competitors use this method to set communication budgets, their market shares will stay approximately the same over time.
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competitive parity
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Jim was asked to determine the ROI for a particular advertising effort. To do so, he needs to know
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sales revenue and advertising cost.
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Tostito's relationship with the Fiesta Bowl college football game is an example of which PR tool?
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Event sponsorship
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A ____________ advertising schedule uses heavy advertising during some periods followed by periods of no advertising.
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flighting
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Public Service Announcements (PSAs) represent a form of sales promotion.
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False
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An advertising plan is crucial to an ad campaign because it
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will later be used to measure the success or failure of the campaign.
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About half of smartphone users in the U.S. have used them to make purchases.
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TRUE
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During the preapproach stage, a salesperson usually conducts additional research about prospects and
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develops plans for meeting with the customer.
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Trade shows are a particularly good source of B2B sales leads because
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people who attend are interested in the products and services being offered.
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It may take several exposures to marketing communications before consumers are moved to buy.
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TRUE
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In the IMC communication process, the ________________ is the medium that carries the message.
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communication channel
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Ashley was nervous about making the ___________. She knew it was likely to be the largest expense in the advertising budget.
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media buy
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A _________ is an advertisement that focuses on public welfare issues.
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public service announcement
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Suppose that Nike wanted to use Facebook to increase awareness of a new line of tennis shoes. Which of the following methods would allow Nike to specifically target Facebook users who have mentioned tennis in their profiles?
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Placing a Facebook ad.
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Experts estimate that the average cost of a single B2B sales call is about
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$400.
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The first step in the personal selling process is the preapproach.
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FALSE
