question

In the IMC communication process, the _____ is the medium that carries the message.

answer

communication channel

question

A _________can be used to create positive word of mouth, help customers form a community, and develop long-term relationships between customers and the company.

answer

corporate blog

question

When purchasing books on Amazon.com, customers are shown other books and a message saying "Customers who purchased (your book) also purchased..." This is an example of _______.

answer

direct marketing

question

The proliferation of new media alternatives has led many firms to shift their promotional budgets from ________.

answer

advertising to direct marketing to website development

question

Though a picture may be worth a thousand words, the most important facet of encoding is _______.

answer

not what is sent; but rather, what is received.

question

The three elements of any IMC strategy are the consumer, the channels, and ____.

answer

evaluation of the results

question

If you ever watched a television commercial and at the end of the message wondered what they were promoting, you may have had trouble _____________ the IMC message.

answer

decoding

question

One of the difficulties in measuring the effectiveness of IMC efforts is the ______________, where consumers do not act immediately after receiving a marketing communication.

answer

lagged effect

question

In addition to the lagged effect, it often takes multiple exposures before a consumer ________ a message.

answer

full processes

question

Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting?

answer

rule-of-thumb

question

Coupons, rebates, point of purchase displays and free samples are considered to be ______.

answer

sales promotions

question

The IMC communication process begins with ________, who must be clearly identified.

answer

the sender

question

You receive a variety of advertising media, spends money on his firm's public relations efforts, and are considering electronic media alternatives within your IMC budget. Each IMC alternative is ______.

answer

part of the whole

question

The right communication channel to use in IMC is _________.

answer

the one that will connect to desired recipients

question

In recent years, the component of IMC that has received the greatest increase in spending is ______.

answer

direct marketing

question

The sender of an IMC message hopes the receivers are _______.

answer

the people for whom the message was intended

question

Most manufacturing and retailing marketers worry constantly about whether or not their IMC efforts are paying off. They assess various forms of ___________ to determine what is working and what is not.

answer

feedback

question

Compared to other IMC alternatives, personal selling is ______.

answer

expensive

question

Even the best marketing communication can be wasted if the sender does not first ________.

answer

gain the attention of the consumer

question

There is not always a direct link between a particular marketing communication and _______.

answer

a consumer's purchase

question

Naomi is IMC manager for a chain of regional income tax service providers. Franchisees pay a percentage of their revenue to an IMC account allocated to her. As she establishes the short-term goals for her firm's IMC efforts, her goals are likely to include _________.

answer

increase inquiries, awareness, and trial of her firm's services

question

Automobile manufacturers often use television advertising showing an attractive man or woman driving the manufacturer's stylish new car on a winding road along an ocean vista. These types of ads have __________ appeal.

answer

emotional

question

Walmart's "Everyday low prices" selling proposition is effective primarily because it is __________.

answer

meaningful to the customer

question

A _______ should be unique to the brand, sustainable over time, and supportive of repetition.

answer

unique selling proposition

question

The __________ is the primary enforcement agency for mass media advertising.

answer

FTC

question

Steve is working on the message to convey in his firm's advertising campaign. As a starting point, Steve should first consider________.

answer

touting the key benefits of the firm's services

question

In planning an advertising campaign to promote his kayak tour company, the success of the ad campaign depends on _____.

answer

how well one can identify the target audience

question

______ are messages focused on public welfare. All broadcasters, in return for access to the broadcast spectrum, are required by the FCC to devote some free airtime to them.

answer

public service announcements

question

Informational appeals

answer

__________ help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues, explaining key benefits of the firm's products and services.

question

Any type of _______ display is most effective if placed near a location where consumers will be waiting to pay for their other purchases, and will be tempted to make an impulse purchase.

answer

point-of-purchase

question

Advertising in which medium relies on a mix of visual and auditory techniques?

answer

television

question

Word-of-mouth advertising is ______.

answer

not really advertising

question

To get us to remember their ad and the product or brand in the ad, advertisers must first _______.

answer

get our attention

question

Campbell's Soup Company ran a series of radio ads tied to local weather forecasts. Before an impending storm, the ads said "Time to stock up on Campbell's Soup." During the storm, the ads said, "Stay home and stay warm with Campbell's Soup." The first ad was __________ advertising, while the second ad was __________ advertising.

answer

persuasive; reminder

question

The headline, body copy, branding, and subheads are key elements of a(n) _____.

answer

question

After using market research to identify the target audience for his advertising campaign, Jorge will next use this information to ________.

answer

set explicit and measurable objectives for the campaign

question

A ______ offers an item for free or at a bargain price to reward behavior such as sampling, buying, or testing.

answer

premium

question

What is an example of a reminder advertising message?

answer

doing business since 1979

question

What is an example of a persuasive advertising message?

answer

buy now, play later

question

The content of an advertising message is closely tied to _________.

answer

the characteristics of the media selected to carry out the message

question

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

answer

follow-up

question

After exchanging greetings in an initial sales call, the first goal of a sales presentation is to ____.

answer

create interest

question

Studies have found that customers are typically ready to make a purchase decision well before salespeople attempt to close the sale. Salespeople can learn when to close the sale by ________.

answer

listening to customers and paying attention to their body language

question

Effective salespeople anticipate and handle _______.

answer

buyer's reservations

question

The beginning of the sales presentation may be the most important part of the selling process, because this is where the salesperson establishes ________.

answer

where the customer is in the buying process

question

A small office supply company may have a person whose primary responsibility is to process routine orders, reorders, or rebuys of products for clients. This employee is known as a(n) _______.

answer

order taker

question

Delivering the right services the right way refers to the ______ quality.

answer

reliability dimension of service

question

________ your work refers to the assurance dimension of service quality.

answer

guaranteeing

question

Salespeople should be evaluated and rewarded only for those activities and outcomes that _____.

answer

fall under their control

question

advertising

answer

____ is a paid form of communication, delivered through media from an identifiable source, about an organization, product, service, or idea, designed to persuade the receiver to take some action, now or in the future.

question

4 parts of advertising

answer

__________ are that 1. it is not free, 2. it must be carried out by some medium, 3. the source of the message must be known, and 4. it must represent a persuasive form of of communication

question

steps in designing and executing an advertising campaign

answer

1. identify target audience 2. set up advertising objectives 3. determine the advertising budget 4. convey the message 5. evaluate and select media 6. create advertisements 7. assess impact

question

identify target audience

answer

The success of an advertising program depends on how well the advertiser can _______. Firms must conduct research, then use the information they gain to set the tone for the advertising program and help them select the media they will use to deliver the message to that group.

question

set advertising objectives

answer

_______ are derived from the overall objectives of the marketing program and clarify the specific goals that the ads are designed to accomplish.

question

pull strategy

answer

In advertising to consumers, the objective is a _____ which is designed to get consumers to bring in the product into the supply chain by demanding it.

question

push strategy

answer

_______ is designed to increase demand by motivating sellers—wholesalers, distributors, or salespeople—to highlight the product, rather than the products of competitors, and thereby force the product onto consumers.

question

3 objectives of advertising

answer

The _______ are to inform, persuade, and remind.

question

Informative advertising

answer

_____ is a communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase.

question

persuasive advertising

answer

A communication used to motivate consumers to take action would be ______.

question

reminder advertising

answer

A communication used to remind consumers of a product or to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle.

question

determining the advertising budget

answer

When ________, first, firms must consider the role that advertising plays in their attempt to meet their overall promotional objectives. Second, advertising expenditures vary over the course of the product life cycle. Third, the nature of the market and the product influence the size of advertising budgets.

question

convey the message

answer

In this step, marketers determine what they want to convey about the product or service. First, the firm determines the key message it wants to communicate to the target audience. Second, the firm decides what appeal would most effectively convey the message. We present these decisions sequentially, but in reality, they must be considered simultaneously.

question

unique selling proposition (USP)

answer

the common theme or slogan in an advertising campaign

question

advertising appeals

answer

1. informational, by offering factual information to encourage consumer to evaluate brand favorably by the benefits it provides 2. emotional, aims to satisfy consumers' emotional desires rather than their utilitarian needs.

question

evaluate and select media

answer

______ is when a firm selects a media to carry a message depending on the content of the advertisement and the characteristics of the media.

question

Mass media vs. Niche media

answer

newspapers, magazines, radio, and television which reach a larger market vs. HGTV and Skateboarder magazine which reach narrower segments.

question

advertising schedules

answer

continuous, flighting, and pulsing

question

continuous schedule

answer

A ______ is a steady advertisement for a product consumed steadily throughout the year

question

flighting schedule

answer

A ____ is implemented in spurts with bouts of high advertising then none for products that fluctuate in demand

question

pulsing

answer

____ combines the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods.

question

creating advertisements

answer

_________ includes a headline, a subhead, a body copy, and brand elements

question

headline

answer

a large type in an ad that is to draw attention

question

subhead

answer

an additional smaller headline that provides more information about the product

question

body copy

answer

represents the main text portion of the ad. It is used to build on the interest generated by the visual and headlines, explains in more depth what the headline and subheads introduced, arouses desire for the product, and provides enough information to move the target consumer to action

question

brand elements

answer

identify the sponsor of the ad, typically through a logo and a unique selling proposition

question

assessing impact using marketing metrics

answer

The effectiveness of an advertising campaign must be assessed before, during, and after the campaign has run and is done by ______.

question

tracking

answer

includes monitoring key indicators such as daily or weekly sales volumes

question

posttesting

answer

this is done by assessing sales and the communication impact of the campaign

question

public relations

answer

involves managing communications and relationships to achieve various objectives, such as building and maintaining a positive image of the firm, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media.

question

sales promotions

answer

_____ are special incentives or excitement-building programs that encourage consumers to purchase a particular product or service, typically used in conjunction with other advertising or personal selling programs

question

incentives

answer

Sales promotions are special incentives or excitement-building programs that encourage purchase and include coupons, deals, premiums, contests, sweepstakes, samples, POP displays, rebates, and product placement. They either push sales through the channel, as is the case with contests directed toward retail salespeople, or pull sales through the channel, as coupons and rebates do.

question

The two-way flow of communication between a buyer or buyers and a seller, designed to influence the buyer's purchase decision is known as ______.

answer

personal selling

question

Personal selling adds value by _______.

answer

educating customers and providing advice, saving the customer time, making things easier for customers, and building long-term strategic relationships with customers.

question

Steps in Personal Selling process

answer

1. generate and qualify needs 2. preapproach 3. sales presentation and overcoming reservations 4. closing the sale 5. follow-up

question

leads, qualify

answer

The first step in the selling process is to generate a list of potential customers (_____) and assess their potential (_____).

question

preapproach

answer

After step one, ____ is when the salesperson must conduct additional research and make plans for meeting the customer.

question

The beginning of the _________ may be the most important part of the entire selling process, because it is when the salesperson establishes exactly where the customer is in his or her buying process

answer

presentation

question

Closing the sale

answer

______ means obtaining a commitment from the customer to make a purchase.

question

Follow-up

answer

_____ involves reliability, responsiveness, assurance, empathy, and tangibles.

question

key functions involved in managing a sales force

answer

1. sales force structure 2. recruiting and selecting 3. training, on-the-job or online 4. motivation and compensation 5. evaluation of salespeople

question

Components of the communication process

answer

Message originates from sender, the marketing dept. or agency receives it and transforms it as the transmitter, then the encoder decodes the sender's ideas into a message; all on a communication channel, i.e. internet, tv.

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