Direct Response Advertising Flashcards, test questions and answers
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Concern For The Environment
Direct Response Advertising
Marketing
Principles Of Marketing
Status Quo Pricing
IMC 373-EXAM 3 – Flashcards 73 terms
73 terms
Preview
IMC 373-EXAM 3 – Flashcards
question
From a marketer's perspective, the unfortunate part of negative publicity is it can occur as a result of factors beyond the control of the company and: A. for reasons the company might never anticipate B. as result in increased advertising effectiveness C. result in reduced censorship guidelines D. cause an increase in online advertising E. create increased exit audits
answer
A. for reasons the company might never anticipate
question
The examples of negative publicity in the opening vignette suggest: A. top management needs to look for more creative ways to communicate with the target market(s) B. companies should never cut their public relations budget C. negative publicity can come from a variety of sources D. good things happen to good people E. none of the above
answer
C. negative publicity can come from a variety of sources
question
An advertiser who is "managing the buzz" is dealing with something that is a topic of conversation for lots of consumers—it is what is hot in society. In terms of the promotional mix, "managing the buzz" would be most closely associated with: A. corporate advertising B. sales promotions C. personal selling D. publicity and public relations
answer
D. publicity and public relations
question
_____ is the management function that evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program of action to earn public understanding and acceptance. A. Public relations B. Image advertising C. Corporate advertising D. Dyadic communications
answer
A. Public relations
question
Which of the following is a required stage in the public relations process? A. the integration of sales promotion and personal selling with the public relations process B. the identification of what portion of the budget is specifically designated to public relations C. the hiring of a specialized firm that understands the public relations process D. the determination and evaluation of public attitudes E. all of the above
answer
E. all of the above
question
Which of the following would most reflect the traditional role of public relations? A. a company's sponsorship of a Little League team B. a company's donations to a local charity C. sponsorship within an organization of a blood drive D. the mailing of a press release announcing a new product E. all of the above
answer
E. all of the above
question
Which of the following best reflects the new role of public relations in an integrated marketing communication program? A. sponsoring the local Little League team B. supporting local charities C. sponsoring Olympic events to gain brand name association. D. issuing a press release announcing a new CEO E. advertising to announce an organization's support of a school bond referendum
answer
C. sponsoring Olympic events to gain brand name association.
question
According to the new definition of public relations, the function of public relations personnel is to: A. assess public attitudes B. promote products or services directly C. create a favorable corporate image D. develop and execute communications programs designed to bring about public understanding and acceptance E. do all of the above
answer
E. do all of the above
question
The new role of public relations is one characterized by: A. less of a communication role B. less of a marketing orientation C. a tighter, more tightly defined role D. a broader, less marketing-oriented role E. a broader, more marketing-oriented role
answer
E. a broader, more marketing-oriented role
question
Which of the following promotional activities would best exemplify the new role of public relations? A. use of Brittany Spears as a spokesperson for Pepsi B. initiation of a contest to find a new spokesperson for a brand C. donation of money to the favorite charity of a firm's CEO D. sponsorship of a marathon E. donation of money to support a local children's soccer team
answer
B. initiation of a contest to find a new spokesperson for a brand
question
Marketing public relations (MPR) activities designed to support marketing objectives add value to the integrated marketing program by: A. building marketplace excitement B. creating advertising news where there is none C. providing a value-added customer service D. defending products at risk and giving consumers a reason to buy E. doing all of the above
answer
E. doing all of the above
question
MPR activities are used by public relations agencies to: A. receive discounts in various media B. place new releases in mass media simultaneously C. "microsegment" the market D. achieve feedback from public relations activities E. do none of the above
answer
E. do none of the above
question
Which of the following statements describes an advantage derived from the use of marketing public relations (MPR)? A. The effectiveness of MPR can be easily measured. B. It is easy to tie slogans in with MPR activities. C. MPR breaks through the clutter. D. The use of MPR guarantees a specific media time and place. E. All of the above statements describe advantages derived from the use of MPR.
answer
C. MPR breaks through the clutter.
question
Which of the following statements describes an advantage derived from the use of marketing public relations (MPR)? A. MPR benefits from the endorsement of independent and objective third parties who have association with the product. B. MPR supports advertising programs by making messages more credible. C. MPR can circumvent consumer resistance to sales effort. D. MPR is a highly targeted way to conduct public relations. E. All of the above statements describe advantages derived from the use of MPR
answer
E. All of the above statements describe advantages derived from the use of MPR
question
Which of the following is NOT a reason for conducting research to determine public attitudes? A. It provides input into the planning process. B. It leads directly to more product sales. C. It serves as an "early warning system" to detect problems. D. It results in more internal support. E. It increases the effectiveness of communications.
answer
B. It leads directly to more product sales.
question
A good reason for conducting research to determine public attitudes is because: A. it is a way to determine whether to use status quo pricing B. it allows the company to appear to care about its publics C. it is similar to and more effective than a SWOT analysis D. it serves as an early warning system for identifying potential problems E. it can reveal any untapped target markets through demographic evaluations
answer
D. it serves as an early warning system for identifying potential problems
question
In public relations, internal audiences include all of the following EXCEPT: A. the public at large B. suppliers C. customers D. stockholders E. investors
answer
A. the public at large
question
When determining relevant target audiences for public relations efforts, all of the following groups are considered internal audiences EXCEPT: A. employees of the firm B. the media C. current customers D. investors E. suppliers
answer
B. the media
question
In public relations targeting, external audiences include: A. customers B. the public at large C. suppliers D. stockholders E. all of the above
answer
B. the public at large
question
Which of the following is NOT one of the ten questions suggested for use in evaluating public relations plans? A. Does the plan include analysis of recent editorial coverage? B. Do the PR people understand the product's strengths and weaknesses? C. Is the plan acceptable to marketing? D. Are the objectives specific and measurable? E. Does the program clearly describe what the PR activity will be and how it will benefit the company?
answer
C. Is the plan acceptable to marketing?
question
Which of the following groups would most likely be the target of public relations efforts designed to increase communications with external audiences? A. potential investors and the media B. current customers and employees of the firm C. the media and current customers D. suppliers and employees of the firm E. the public at large and stockholders
answer
A. potential investors and the media
question
Companies that support lobbying efforts: A. are trying to reach internal audiences B. are engaged in flighting C. have targeted government bodies D. have determined the importance of homogeneity E. are targeting educators
answer
C. have targeted government bodies
question
Which of the following is a recommended tool for improving the likelihood that the public relations story will be told? A. press conferences B. interviews C. the Internet D. exclusives E. all of the above
answer
E. all of the above
question
When the Financial Times published an article about The Mills Corporation building a multi-leisure complex in Madrid, Spain, the company supplied the written information the author of the articles needed to write knowledgeably about a complex that will offer a blend of entertainment, retailing, lodging and offices. In fact, this information was made available to several different European and U.S. newspapers. Which public relations tool was employed? A. community involvement B. integrated public relations activities (IPRA) C. exclusives D. MPR E. press release
answer
E. press release
question
Unilever is the world's largest manufacturer of ice cream. When the Anglo-Dutch company decided to invest in retailing ice cream, it gathered news representatives from the major newspapers to a meeting in which the company unveiled its prototype ice-cream van and showed pictures of ice-cream kiosks that it was setting up on the world's beaches. Which public relations tool was employed? A. community involvement B. integrated public relations activities (IPRA) C. exclusives D. press conference E. press release
answer
D. press conference
question
Offering a press release to only one particular medium may be termed: A. an exclusive B. an advertorial C. advocacy advertising D. lobbying E. image advertising
answer
A. an exclusive
question
For areas of the United States that have experienced lengthy periods of time without utilities due to some act of nature, Budweiser packages water in black and white cans and gives it to people who are without water. Which public relations tool was employed? A. community involvement B. integrated public relations activities (IPRA) C. exclusives D. press conference E. press release
answer
A. community involvement
question
Organizations can use the Internet as a means of disseminating their public relations information. How does the way the Internet is used differ from how other traditional media is used? A. The Internet offers longer exposure times than other media. B. The Internet is confined by time and space limitations that do not inhibit other media. C. The Internet offers the ability to build internal links to provide instant access to as much information as needed. D. The Internet cannot be used by organizations to defend themselves against negative publicity. E. The Internet is not used as a public relations source.
answer
C. The Internet offers the ability to build internal links to provide instant access to as much information as needed.
question
Which of the following is an advantage associated with public relations? A. greater credibility B. ability to build positive image C. avoidance of clutter D. low absolute and relative cost E. all of the above
answer
E. all of the above
question
Which of the following is an advantage associated with public relations? A. effectiveness at completing the communications product B. high absolute cost but low relative cost C. ease with which PR activities are coordinated with other promotional activities even when the activities are performed in different departments D. use as an effective lead generator E. all of the above
answer
D. use as an effective lead generator
question
Because public relations communications are typically perceived as _____, they are not subject to the problems with clutter that are common to other forms of promotional communication. A. corporate-sponsored advertisements B. altruistic C. image builders D. news items E. exclusives
answer
D. news items
question
Public relations campaigns must be evaluated in order to: A. determine their contribution toward achieving communications objectives B. tell management what has been achieved through PR activities C. provide management quantitative ways to judge PR activities D. provide management ways to judge the quality of PR activities E. do all of the above
answer
E. do all of the above
question
Criteria for measuring the effectiveness of public relations activities include: A. number of press releases developed B. number of personal interviews given by company representatives C. dollar value of community involvement D. percentage of positive and negative articles over time E. all of the above
answer
D. percentage of positive and negative articles over time
question
A system developed by Lotus HAL for measuring a public relations program's effectiveness uses all of the following criterion EXCEPT: A. percentage of negative articles over time B. ratio of marketing to public relations activities C. percentage of positive articles over time D. total number of impressions over time E. ratio of positives to negatives
answer
B. ratio of marketing to public relations activities
question
Which of the following would NOT be a criterion used to measure the effectiveness of a public relations campaign? A. a comparison of the number of positive and negative articles appearing on the subject B. a counting of the number of positive articles appearing in a medium C. a counting of the number of negative articles appearing in a medium D. a counting of the number of persons in the target audience for the messages E. a determination of the total number of impressions the campaign created
answer
D. a counting of the number of persons in the target audience for the messages
question
All of the following are suggested as means for effective analysis of public relations programs EXCEPT: A. internal audits B. the team approach C. the test market theorem D. external audits E. MBO (management by objectives)
answer
C. the test market theorem
question
Which of the following is a method suggested by the text for measuring the effectiveness of public relations activities? A. number of customer complaints B. public opinion and surveys C. sales D. computer simulations E. trend analyses
answer
B. public opinion and surveys
question
According to the text, Harold Mendelsohn suggests that to achieve attitude modification throughout public relations campaigns, an organization should use: A. the team approach B. the reach/frequency system C. the traditional public relations activities D. a highly credible spokesperson E. publicity only
answer
A. the team approach
question
Internal audits of a financial investment company would be conducted by: A. the Securities and Exchange Commission B. the Federal Trade Commission C. a public relations specialist commissioned to do the job D. top managers within the marketing department E. community watchdog organizations
answer
D. top managers within the marketing department
question
External audits of a financial investment company would be conducted by: A. its investors B. a public relations specialist hired specifically to conduct the audit C. top managers within the marketing department D. media specialists E. creatives
answer
B. a public relations specialist hired specifically to conduct the audit
question
Which of the following statements about publicity and public relations is true? A. Publicity always originates within the firm. B. Public relations is typically a short term strategy. C. Publicity is always positive. D. Publicity is typically a short term strategy. E. None of the above are differences.
answer
D. Publicity is typically a short term strategy.
question
An article in the Financial Times about Iressa, a new lung cancer drug made by AstraZeneca, said the drug was not the miracle drug it was supposed to be. The article described how the drug had been linked with 174 deaths in eight months and 300 cases of serious side effects. This is an example of: A. an advertorial B. negative publicity C. controlled public relations D. image advertising E. negative lobbying
answer
B. negative publicity
question
Publicity: A. is typically a long-term strategy B. is designed to provide positive information about the competition C. is news about a person, product, or service that appears in broadcast or print media D. is always under the control of the firm E. may not originate from sources other than the firm
answer
C. is news about a person, product, or service that appears in broadcast or print media
question
Why is publicity considered by many marketers to be the strongest form of marketing communications? A. its effectiveness at completing the communications process B. its ability to make or destroy a brand. C. the fact that consumers perceive the communication as biased D. the ease with which it is coordinated with other communications activities E. the positive image it always attaches to products and organizations
answer
B. its ability to make or destroy a brand.
question
Which of the following communications methods is potentially the most powerful? A. sales promotions B. advertorials C. specialty advertising D. publicity E. advocacy advertising
answer
D. publicity
question
Why is publicity viewed as being so much more important than advertising, sales promotion, or other forms of public relations? A. control of the message B. timing of the message C. credibility of the message D. accuracy of the message E. all of the above
answer
C. credibility of the message
question
There are some who believe Beanie Babies, Ninja Turtles, and other high-selling products were the beneficiaries of staged events in which buyers were paid to stand in line in attempts to purchase the products. If this is true, what strategy were these companies employing? A. press conferences B. the management of publicity C. press releases D. video news releases E. sponsorships
answer
B. the management of publicity
question
Marketers use _____ when they want to have as much control as possible over publicity. A. press conferences B. advertorials C. press releases D. video news releases E. sponsorships
answer
D. video news releases
question
Advantages inherent in the use of publicity include: A. the perception of being endorsed by the media in which the publicity appears B. significant word-of-mouth communication resulting from the publicity C. high degree of credibility D. strong news value E. all of the above
answer
E. all of the above
question
The two major problem areas that most commonly inhibit the effectiveness of publicity are: A. timing and accuracy B. reach and frequency C. media time and space D. encoding and decoding E. measurement and reach
answer
A. timing and accuracy
question
Communications activities designed to promote a firm overall, without reference to a specific product, are called: A. corporate advertising B. advocacy advertising C. advertorials D. lobbying E. continuity advertising
answer
A. corporate advertising
question
ACE Guaranty RE changed its name to Ace Guaranty Corp to better reflect the scope of its products. Headline "Sometimes a name change can make a big difference." The ad showed photographs of stars who had changed their names and made no mention of what services the corporation offers. This ad is an example of: A. corporate advertising B. advocacy advertising C. advertorials D. lobbying E. continuity advertising
answer
A. corporate advertising
question
Corporate advertising, an extension of the public relations function, is considered controversial because: A. consumers are not interested in this form of advertising B. a belief held by consumers and critics that the only reason firms engage in corporate advertising is because they are in trouble C. corporate ads are considered a costly form of self-indulgence on the part of top managers D. corporate ads do not appeal directly to anyone, and the logical conclusion is that they are a waste of money E. of all of the above reasons
answer
E. of all of the above reasons
question
Which of the following is NOT an example of a corporate advertising objective? A. to help to ease consumer uncertainty for a newly deregulated company B. to reach targeted goals for specific branded products C. to establish identity for a parent firm D. to smooth labor relations E. to boost employee morale
answer
B. to reach targeted goals for specific branded products
question
Which of the following is NOT an example of image advertising? A. recruitment ads B. sponsorships C. paid political announcements D. general positioning ads E. financial support ads
answer
C. paid political announcements
question
An American Airlines ad shows a golf ball laying at a green. The copy reads, "It's hard to believe that people can be so passionate about an inanimate object that merely flies through the air and lands on the ground. We, however, understand completely." This ad shows American Airlines creating an image of safety for itself. It is an example of which type of image advertising? A. recruitment ads B. sponsorships C. paid positive publicity D. general positioning ads E. financial support ads
answer
D. general positioning ads
question
When Allstate refers to itself as "The good hands people," this is an example of: A. positioning advertising B. recruitment advertising C. advocacy advertising D. public relations E. publicity
answer
A. positioning advertising
question
If you follow college football you may have noticed over the years that bowl games are using large corporation names such as the Nokia Sugar Bowl. What type of advertising is being used when a large corporation like Nokia sponsors a college bowl game? A. advocacy advertising B. image advertising C. issue advertising D. cause-related advertising E. advertorial marketing
answer
B. image advertising
question
To be effective image advertising also requires: A. quality products B. sound financial practices C. good corporate citizenship D. innovation E. All of the above
answer
B. sound financial practices
question
Why would World Wrestling Entertainment (WWE) sponsor a car on the NASCAR racing circuit? A. to build equity and gain affinity with its target market B. to show its position on sports marketing C. to create a generic positioning strategy D. to further segment its target market E. to reduce its overall promotional expenses
answer
A. to build equity and gain affinity with its target market
question
While still seeking the objective of portraying an image for the company or organization, _____ does so indirectly by adopting a position on a particular issue rather than by promoting the organization itself. A. advocacy advertising B. publicity C. a sponsorship D. public relations advertising E. image advertising
answer
A. advocacy advertising
question
When Mobil Oil runs an advertisement urging citizens to support and to donate to a law enforcement memorial fund, this is an example of: A. advocacy advertising B. publicity C. specialty advertising D. a paid public relations activity E. event sponsorship
answer
A. advocacy advertising
question
Mobil Oil ran an ad in which it addressed the potential problem of global warming. The ad encouraged others to take time to truly understand the problem and to not act hastily. This ad is an example of: A. advocacy advertising B. publicity C. a sponsorship D. public relations advertising E. image advertising
answer
A. advocacy advertising
question
Which of the following statements about advocacy advertising is true? A. Only small firms employ this form of advertising. B. Companies such as AT&T and Mobil commonly employ advocacy ads. C. Advocacy ads are always used in conjunction with cause-related marketing. D. Advocacy ads reflect a company's position on some upcoming legislative or judicial ruling. E. Advocacy ads are not a controversial form of advertising.
answer
B. Companies such as AT&T and Mobil commonly employ advocacy ads.
question
Cause-related marketing refers to: A. all advertising designed to cause sales B. all advertising designed to cause attitude change C. the linking of companies with charities with the former being a contributing sponsor to the latter D. corporate advertising designed to change the image of an organization E. none of the above
answer
C. the linking of companies with charities with the former being a contributing sponsor to the latter
question
McDonald's sponsorship of the Ronald McDonald House, where families of hospitalized children can stay free of charge, is an example of: A. advocacy advertising B. cause-related marketing C. publicity D. advertorial marketing E. transactional marketing
answer
B. cause-related marketing
question
Liberty Mutual Insurance paid for an ad supporting the efforts of Students Against Drunk Driving (SADD) and safe teen driving. This ad was an example of: A. advocacy advertising B. cause-related marketing C. publicity D. advertorial marketing E. transactional marketing
answer
B. cause-related marketing
question
Which of the following describes a potential benefit associated with cause-related marketing? A. product differentiation B. increased sales C. increased profits D. positive image effects E. all of the above
answer
E. all of the above
question
Which of the following statements about cause-related marketing is true? A. Cause-related marketing is designed to enhance the organization's image. B. Cause-related marketing has been shown to increase sales. C. Many consumers support cause-related marketing. D. A majority of consumers believe cause-related marketing is designed for the sole purpose of boosting the firm's image. E. All of the above statements about cause-related marketing are true.
answer
E. All of the above statements about cause-related marketing are true.
question
Which of the following is NOT an advantage associated with corporate advertising? A. potential good will B. its use as a potential positioning vehicle C. benefits from public relations D. the ability to reach people different from those reached by other types of advertising E. consistent effectiveness
answer
E. consistent effectiveness
question
Which of the following is a criticism commonly applied to corporate advertising? A. poor vehicle for repositioning a company or a brand B. does not take advantage of any benefits derived from public relations C. not effective at reaching the target market D. questionable effectiveness E. all of the above
answer
D. questionable effectiveness
question
Which of the following is a technique used to measure the effectiveness of corporate advertising? A. attitude surveys B. split run tests C. experiential marketing research D. computer simulations E. all of the above
answer
A. attitude surveys
question
The attempt to measure the effectiveness of PR activities is often difficult to achieve. Which of the following measures would be most useful in this effort? A. tying PR activities directly to sales B. timing the amount of time a sponsored logo appears on television C. conducting studies to determine the relationship between corporate advertising and stock prices D. computer simulations E. none of the above
answer
C. conducting studies to determine the relationship between corporate advertising and stock prices
Direct Response Advertising
Principles Of Marketing
Marketing Chapter 10 true or false quiz – Flashcards 7 terms
7 terms
Preview
Marketing Chapter 10 true or false quiz – Flashcards
question
Insurance, burial and similar items fall under the convenience products category.
answer
False unsought product
question
A service mark is the exclusive right to use a brand or part of a brand
answer
false
question
Each product item in the product mix may require a separate marketing strategy
answer
true
question
Greenwashing is the term used to describe industrial processes that came pollution above the permissible limit set by the government
answer
false.
question
express warranties range from simple statements to extensive documents written in technical language
answer
true
question
washers, dryers, refrigerators, and televisions are example of unsought products
answer
false
question
the key distinction between the consumer products and business products in their intended use
answer
true
Advertising
Business Management
Consumer Decision Making Process
Direct Response Advertising
Marketing
Principles Of Marketing
Principles of Strat Comm 2331 Quizzes – Flashcards 44 terms
44 terms
Preview
Principles of Strat Comm 2331 Quizzes – Flashcards
question
Traditional media, such as television, provide marketing that is more targeted when compared to the Internet.
answer
False
question
Integrated marketing communications:
answer
coordinates the marketing and promotional tools to communicate effectively.
question
Dividing the market on the basis of personality, lifecycles, and/or lifestyles is referred to as psychographic segmentation.
answer
True
question
A marketer who aims to position his product on the basis of salient features that the product contains is using:
answer
positioning based on benefits.
question
The first stage in the consumer decision-making process is evaluation of alternatives
answer
False
question
Dissonance is less likely to occur in important decisions where the consumer must choose among close alternatives.
answer
false
question
Which of the following statements about the psychoanalytical theory is true?
answer
It is used to determine the consumer's purchase motivations.
question
Which of the following factors is considered important for learning to occur through the associative process, according to classical conditioning?
answer
Frequency of association
question
Which of the following is true of consideration threat?
answer
It is the exact number of the evoked set.
question
Which of the following stages occurs after selective attention, according to the selective perception process?
answer
Selective comprehension
question
Marketing channels refer to the _____ element of the marketing mix.
answer
place
question
A celebrity endorser of a car states the following in the ad; "I can tell you that there is a strong likelihood that our product will cost more than our competitors' products. Our costs are high because we ensure that our parts are of the highest quality and this guarantees a superior driving experience." This is an example of a(n):
answer
two sided message
question
The sleeper effect is when persuasiveness of information from a low credible source...
answer
...increases over time.
question
Dependent variables of the persuasion matrix are the controllable components of the communication process.
answer
false
question
Pacifix Inc., a cell phone manufacturer, has launched a new smartphone. The company wants to communicate detailed information about the smartphone's specifications to its target audience. It also wishes to enable the audience to process the ad information at their own rate. Which of the following medium should Pacifix use for conveying the desired information?
answer
magazines
question
In the standard learning hierarchy, a consumer is viewed as a passive participant in a communication process.
answer
false
question
A major advantage of personal channels of communication is that:
answer
a message or presentation can be tailored to an individual or audience.
question
When using fear appeals in persuasive messages, the goal is always to maximize how much fear the audience experiences as a result of being exposed to the ad.
answer
false
question
In a message, creating a primacy effect based on where you place your strongest arguments assumes what about the audience?
answer
Audiences are not interested in the topic
question
Which stage of the AIDA involves getting the consumer to make a purchase commitment and closing the sale?
answer
action stage
question
In the elaboration likelihood model, attitudes are more resistant and predictive of behavior when messages processed via the central route.
answer
true
question
Differences in dialects spoken in a country can be a major barrier to effective communication of an advertiser's message.
answer
true
question
Like marketing and IMC plans, advertising plans are long term in nature.
answer
False
question
Which of the following is true of a campaign theme?
answer
It is the central message that will be communicated in all advertising activities.
question
Which of the following is true of the inherent drama approach?
answer
It revolves around finding the characteristic that makes the consumer purchase the product.
question
_____ popularized the idea of brand image in his book Confessions of an Advertising Man.
answer
David Ogilvy
question
A poor creative strategy could lead to the marketing failure of an excellent product.
answer
true
question
Advertising appeals and executions are usually dependent on each other.
answer
False
question
A newspaper ad for a car that contains details of its body, structure, mileage, etc. employs a rational appeal.
answer
True
question
Slice-of-life ads make use of more excitement and suspense in telling a story when compared to the dramatization style of execution.
answer
false
question
Which of the following statements is true of the evaluation of creative output?
answer
It is important that an ad communicate information, attributes, features, benefits, and/or images that give consumers a reason to buy the brand.
question
Benjamin asks Jim to prepare a detailed description of the video and audio content for a television commercial. In other words, Jim has been asked to write a:
answer
script.
question
Intel recently approached many customers and individuals chosen at random to participate in making its ads. People were asked to sing the Intel jingle in their own, unique style. Those interested could also create their ads personally and post them on the Intel website, some of Which one of these were also aired on television. In this scenario, Intel used:
answer
user-generated advertising.
question
Successful public relations efforts may indirectly lead to:
answer
increased friendliness
question
All ads that use sexual appeals in the form of suggestiveness and/or nudity are considered deceptive advertising.
answer
false
question
Which of the following is a disadvantage associated with marketing public relations (MPRs)?
answer
It is difficult to tie in slogans and other advertising devices.
question
Marketing public relations helps in improving the overall ROI by reducing overall marketing costs.
answer
true
question
An automobile company creates an ad to launch a new bike. The ad makes claims that mislead viewers about product performance and durability. Based on the fact that the ad is untruthful, critics will classify this as _____ advertising.
answer
deceptive
question
Publicity is more successful in creating a positive brand image than public relations efforts.
answer
false
question
Bridge Link Inc., a telecommunications corporation, relies heavily on broadcast media for conveying its messages to specific target audiences. It can be said that Bridge Link uses the broadcast media as its _____ for delivering its messages to the audience.
answer
medium
question
Which of the following statements describes a potential problem in media planning?
answer
The timing of measurements of the data is an issue since certain audience measures are taken only at specific times of the year.
question
Which of the following is true of the brand development index (BDI) and the category development index (CDI)?
answer
A market with a high BDI and a low CDI is a good market for advertising.
question
media objectives are:
answer
designed to lead to the attainment of communications and marketing goals.
question
An advantage associated with magazine advertising is the short lead time for placement of ads.
answer
false
Advertising
Consumer Sales Promotion
Direct Response Advertising
Marketing
Objective And Task Method
Principles Of Marketing
ch 16 mktg – Flashcards 55 terms
55 terms
Preview
ch 16 mktg – Flashcards
question
20. _____ is any direct to a consumer or business recipient that is designed to generate a response in the form of an order, a request for further information, and/or a visit to a store or other place of business for the purchase of a specific good or service. (1 point) a. Mass advertising b. Interactive marketing c. Sales promotion d. Direct marketing e. Personal selling
answer
d. direct marketing
question
21. _____ is a measurable system of marketing that uses one of more advertising media to affect a measurable response and/or transaction at any location, with this activity stored in a database. (1 point) a. Mass advertising b. Direct selling c. Sales promotion d. Direct marketing e. Personal selling
answer
d. direct marketing
question
22. Direct marketing is virtually synonymous with: (1 point) a. mass media advertising b. unsolicited advertising c. digital marketing d. database marketing e. interactive advertising
answer
d. database marketing
question
23. Which of the following statements about direct marketing is true? (1 point) a. Direct marketing is a measurable system of marketing. b. Direct marketing is static. c. Direct marketing is often called reminder advertising. d. Direct marketing does not typically produce feedback. e. All of the above statements about direct marketing are true
answer
a. direct marketing is a measurable system of marketing
question
24. Sierra South sells whitewater ratting and kayaking trips, and related merchandise. The company uses a Web site to gather information from potential customers of its products. This information is entered into the company's database. Names and information in this database are used to determine who should receive a personalized sales e-mail from the company. Sierra South is using: (1 point) a. mail-order advertising b. database marketing c. direct selling d. direct-mail advertising e. interactive advertising
answer
b. database marketing
question
25. _____ advertising is always aimed at stimulating some action or response from its recipient. (1 point) a. Radio b. Viral c. Direct-response d. Broadband e. Narrowband
answer
c. direct response
question
26. Sierra South sells whitewater ratting and kayaking trips, and related merchandise. Sierra South uses the Internet as its _____ to connect its customers and prospects with the company--to provide them with information on upcoming trips, new gear, and sales. (1 point) a. linkage media b. interactive communication capability c. indirect-response advertising device d. interstitial e. feedback encoding device
answer
a. linkage media
question
27. _____ is the oldest marketing method, and it is growing incredibly fast today as a result of social and technological changes. (1 point) a. Direct marketing b. Relationship marketing c. Advertising d. Interactive marketing e. Direct selling
answer
a. direct marketing
question
28. The growth of direct marketing has been fueled by: (1 point) a. the development of kiosks b. the increase in cultural diversity c. the expanding use of credit cards d. the aging of the baby boomer generation e. all of the above
answer
c. the expanding use of credit cards
question
29. Rite Aid announced the launch of a _____ called Living More that provides benefits and savings to customers at least 60 years of age. Every time members use their card they are automatically entered into a quarterly sweepstakes plus getting a ten percent discount off all cash prescriptions as well as a ten percent discount off Rite Aid-brand products. (1 point) a. trade promotion b. direct sales promotion c. interactive program d. loyalty program e. push strategy
answer
d. loyalty program
question
30. _____ is the process of gathering, consolidating, updating, and enhancing the information about customers and prospects that resides in an organization's database. (1 point) a. Direct marketing implementation b. Data control c. Data management d. Interactive marketing e. Data query
answer
c. data management
question
31. A database enables marketers to make _____ to manipulate, analyze, and rank all the information to make better marketing decisions. (1 point) a. encoded inquiries b. decoded responses c. probing searches d .data queries d. feedback requests
answer
d. feedback requests
question
32. Direct marketing expert Bob Stone recommends using the RFM formula to identify a company's best customers. The letters "RFM" are an acronym for: (1 point) a. reposition, find, and monitor b. research, finance, and manipulate c. research, fund, and manage d. recency, frequency, and monetary e. reach, frequency, and marketability
answer
d. recency, frequency, and monetary
question
33. Which of the following statements about the importance of direct marketing to integrated marketing communications (IMC) is true? (1 point) a. People enjoy thinking of themselves as part of a giant database. b. Direct marketing's growth is closely related to the growth of mass-market audiences. c. By providing a tangible response, direct marketing offers accountability. d. Direct marketing's universality prohibits a direct marketing campaign from being kept secret from the competition. e. Direct marketing campaigns will not be successful if aimed at time-sensitive consumers.
answer
c. By providing a tangible response, direct marketing offers accountability.
question
34. Which of the following statements describes a reason why an advertiser might decide against using direct marketing? (1 point) a. Direct marketing efforts provide its users with the prestigious affiliation offered by some media. b. Many customers like to be able to use more than their visual senses when they are buying. c. In the past, direct marketers were excessively relationship-oriented; and this gave direct marketers a bad reputation. d. Direct marketing suffers from lack of sufficient clutter. e. All of the above describe reasons why advertisers use direct marketing.
answer
b. Many customers like to be able to use more than their visual senses when they are buying.
question
35. All direct marketers must make two basic strategy decisions. The first is the extent to which they will use direct sales. The second is: (1 point) a. when they will require the marketing to become interactive b. when they will need feedback c. the extent to which they will use direct-response advertising d. the extent to which they will rely on sales promotion e. when they will look to publicity to further their promotional effort
answer
c. the extent to which they will use direct response advertising
question
36. What are the two primary methods for implementing a direct-sales strategy? (1 point) a. person-to-person and group sales b. personal selling and telemarketing c. direct-response selling and telemarketing d. Internet and telemarketing e. order-taker and order-filler
answer
a. person to person and group sales
question
37. _____ is face-to-face selling away from a fixed retail location. (1 point) a. Interactive commerce b. Direct selling c. Telemarketing d. Direct-response marketing e. Relationship marketing
answer
b. direct selling
question
38. _____ includes selling and prospecting by telephone, answering phone inquires, and providing sales-related services to callers. (1 point) a. Data mining b. Direct response marketing c. Direct response advertising d. Relationship marketing e. Telemarketing
answer
e. telemarketing
question
39. Advertising that asks the reader, viewer, or listener to provide feedback straight to the sender is called: (1 point) a. unduplicated marketing b. customized marketing c. direct-response advertising d. advocacy selling e. direct-sales advertising
answer
c. direct response advertising
question
40. In 2005, the airwaves of KFI-AM were saturated with commercials that asked listeners to dial advertisers' toll-free numbers or visit their Web sites. The approach accounted for nearly half the advertising on KFI, and it's a big reason why the station has climbed nearly to the top of the Los Angeles market in revenues and to No. 4 nationwide. In this example, a broadcast medium is prospering from the use of: (1 point) a. unduplicated marketing b. customized marketing c. direct-response advertising d. advocacy selling e. direct-sales advertising
answer
c. direct response advertising
question
41. When Leona got her most recent copy of the Mysteries by Mail catalog, she was pleased to find that the catalog contained a short story by her favorite author, Margaret Maron. The catalog promised that short stories would be a regular feature of the catalog, and Leona is looking forward to receiving her next one. Which of the following describes the most likely reason why the catalog plans to include short stories by popular authors? (1 point) a. to create a stronger need to respond to the catalog's product mix b. to help it stand out from the glut of catalogs c. to create a new, useful kind of clutter d. to increase the product life cycle e. to enhance its creation of a customer database
answer
b. to help it stand out from the glut of catalogs
question
42. Which of the following is the best example of direct-response print advertising? (1 point) a. an advertorial b. a mailing from a travel agency that asks you to explain why your spouse deserves a dream vacation c. the opening Web page for ebates.com d. a magazine ad that asks you to call a toll-free number for more information e. an unsolicited e-mail that asks you to buy the services of a company that creates web pages
answer
d. a magazine ad that asks you to call a toll-free number for more information
question
43. Which of the following is the best example of direct-response broadcast advertising? (1 point) a. a CD offering you a trial subscription to an online music review magazine b. a catalog featuring children's clothing c. a TV infomercial for exercise equipment d. a telemarketing call selling investment opportunities e. a commercial before a movie in a theater that asks you to shop at Friedman's Furniture Store
answer
c. a tv infomercial for exercise equipment
question
44. Which of the following is the best marketing communication tool for relationship building? (1 point) a. infomercials b. word-of-mouth c. personal selling d. direct-response marketing e. interactive broadcast advertising
answer
c. personal selling
question
45. _____ is the interpersonal communications process by which a seller ascertains and then satisfies the needs of the buyer, to the mutual, long-term benefit of both parties. (1 point) a. Direct marketing b. Relationship marketing c. Transactional marketing d. Personal selling e. Viral marketing
answer
d. personal selling
question
46. Which of the following is an example of personal selling? (1 point) a. The paving contractor convinces the veterinarian to repave his parking lot. b. The retail clerk, a long-time friend of Evan's mother, convinces him to buy the diamond earrings for his mother's birthday gift. c. Jeffery buys car insurance from his neighbor, a Progressive insurance agent. d. Lyn buys 10 boxes of Girl Scout cookies every year from her next door neighbor's daughter. e. All of the above are examples of personal selling.
answer
e. all of the above
question
47. What is the greatest strength of personal selling? (1 point) a. its low cost b. its historically positive reputation c. the fact that it is labor intensive d. its personal nature e. the immediacy of the sale
answer
d. its personal nature
question
48. Personal selling does a better job of gaining distribution for _____ better than any other communication tool. (1 point) a. brand-oriented products b. intangible services c. generic products d. commodities e. new products
answer
e. new products
question
49. Personal selling is the most costly way to communicate with prospects because: (1 point) a. it is very labor intensive b. sales cannot occur without advertising c. it has an inflexible methodology d. sales quotas force the salesperson to use unethical means to close a sale e. it cannot be integrated easily into a company's marketing communications strategy
answer
a. its a very labor intensive
question
50. A marketer can reduce the cost of personal selling by: (1 point) a. eliminating the need for database management b. communicating relevant information about the company and its product before the sales call c. providing proof that what the salesperson says is true d. reminding the prospect to close the sale e. avoiding the use of trial closes that may delay the actual sale
answer
b. communicating relevant information about the company and its product before the sales call
question
51. What communications functions does personal selling perform in an integrated marketing communications (IMC) program? (1 point) a. gathering information b. providing information c. order fulfillment d. relationship building e. all of the above
answer
e. all of the above
question
52. _____ is a direct inducement offering extra incentives anywhere along the marketing route to enhance the movement or accelerate the product's movement from producer to consumer. (1 point) a. Direct selling b. Direct marketing c. Sales promotion d. Public relations e. Direct-response advertising
answer
c. sales promotion
question
53. Which of the following statements about sales promotion is true? (1 point) a. Sales promotion is a deceleration tool. b. Sales promotion normally involves an indirect inducement. c. Sales promotion is usually considered to be complementary. d. Sales promotion may be used anywhere along the marketing route. e. None of the above statements about sales promotion is true.
answer
d. sales promotion may be used anywhere along the marketing route
question
54. To create effective sales promotions, a company should: (1 point) a. use non-specific objectives to give its marketing a desirable level of flexibility b. avoid any promotion pretesting because of its inherent costs c. make sure the sales promotion reinforces the brand's advertising message d. involve itself in either the trade or consumer promotions--but not both e. use complex, attention-getting copy so the consumer will understand the message
answer
c. make sure the sales promotion reinforces the brand's advertising message
question
55. While sales promotions play an important part in the marketing mix, they also: (1 point) a. typically stimulate repeat purchases b. are poor sources of primary research data c. are relatively inexpensive when compared to the CPM cost of media vehicles d. tend to draw the competition into a promotion war e. are ineffective if the advertiser sets its budget using the objective-and-task method
answer
d. tend to draw the competition into a promotion war
question
56. Barton Beers invited its retailers to celebrate "Fiestas Patrias," a traditional Mexican holiday that celebrates the country's independence from Spain. The marketing vice president for Barton announced that the company has developed posters, displays, and banners for retailers to use during the celebration period. The purpose of this _____ is to encourage Mexican customers to buy Barton beer. (1 point) a. viral marketing b. direct marketing activity c. sales promotion d. publicity e. advertorial
answer
c. sales promotion
question
57. A sales promotion aimed at members of the distribution channel is called a: (1 point) a. spiff b. diverting promotion c. promotional inducement d. trade promotion e. logistical activity
answer
d. trade promotion
question
58. Barton Beers invited its retailers to celebrate "Fiestas Patrias," a traditional Mexican holiday that celebrates the country's independence from Spain. The marketing vice president for Barton announced that the company has developed posters, displays, and banners for retailers to use during the celebration period. Barton Beers is using a: (1 point) a. spiff b. diverting promotion c. promotional inducement d. trade promotion e. logistical activity
answer
d. trade promotion
question
59. Rather than ultimately building a new power plant, which costs hundreds of millions of dollars, a TX-based energy company is offering customers a rebate of up to $15,000 to install home solar energy systems. This would be an example of a _____ strategy. (1 point) a. push b. pull c. parallel d. cohort e. channel
answer
b. pull
question
60. A _____ strategy is primarily designed to secure the cooperation of retailers. (1 point) a. push b. pull c. parallel d. cohort e. channel
answer
a. push
question
61. Trade concentration refers to: (1 point) a. more products going through fewer retailers b. a type of promotion commonly used by service providers c. the ability to comparison shop within the same store d. a marketplace that supports multiple retailers of the same or similar products e. the consolidation of advertising rates for various trade magazines into one generic rate card
answer
a. more products going through fewer retailers
question
62. A(n) _____ is paid by a manufacturer for the privilege of obtaining shelf or floor space for its new product. (1 point) a. slotting allowance b. avail c. forward buying allowance d. advertising allowance e. spiff
answer
a. slotting allowance
question
63. A trade deal is a(n): (1 point) a. advertisement placed in trade journals read by marketing intermediaries b. reimbursement from a manufacturer to a retailer for advertising the manufacturer's products c. payment made by retailers to manufacturers for the privilege of stocking a particular product d. type of rebate that often accompanies pull strategies e. short-term discount on the cost of a product offered to members of the trade
answer
e. short-term discount on the cost of a product offered to members of the trade
question
64. The maker of Behr paints is offering supermarkets a one-month deal, which allows hardware and do-it-yourself stores to purchase its paints at 25 percent off the regular price. The paint manufacturer hopes supermarkets will pass along these savings to consumers in the form of "specials." Assume buyers for a small regional chain of hardware retailers have purchased enough Behr paint to last the chain for the next five months. This chain is engaging in: (1 point) a. a tying agreement b. forward buying c. diverting d. front loading e. backwards buying
answer
b. forward buying
question
65. In the Moosehead Cabin Fever Rescue Promotion, beer retailers were sent an inflatable bush plane with 30-inch wingspan that appeared to be dropping a parachute that holds a Moosehead 12-pack box . Moosehead probably had to pay a ______ to encourage retailers to use this rather large promotional material in their stores. (1 point) a. display allowance b. buyback allowance c. placement allowance d. trade fee e. inserting allowance
answer
a. display allowance
question
66. Automakers began rewarding dealers with financial incentives long before dealership customers started getting them, too. Recipients are employees of multi-franchise dealerships. Automakers offer these salespeople _____ to get them to pitch their brand of vehicles over a competitor's product sold at the same store. (1 point) a. direct promotions b. instant rebates c. spiffs d. supplementary promotions e. FSIs
answer
c. spiffs
question
67. Which of the following is NOT an example of a consumer sales promotion? (1 point) a. spiffs b. coupons c. cents-off promotions d. refunds e. rebates
answer
a. spiffs
question
68. Adrienne Faith & Co. offered retailers of spas a four-tiered acrylic shelf unit that holds 36 bottles (2.4 ounces each) of spa fragrance or spa crystals. The unit is to be placed on the counter, next to the cash register and would be an example of: (1 point) a. point-of-purchase material b. a push strategy c. a spiff d. collateral advertising material e. interactive advertising material
answer
a. point of purchase material
question
69. Which of the following trends has increased the importance of P-O-P materials? (1 point) a. online retailing b. self-service retailing c. interactive marketing d. relationship retailing e. customerization
answer
b. self service retailing
question
70. While shopping at the supermarket, Juana noticed a box of Tide detergent with a banner on the label indicating it was "$1 off the regular price." Obviously, the manufacturer of Tide is using a: (1 point) a. rebate offer b. spiff c. coupon d. trade promotion e. cents-off promotion
answer
e. cents off promotion
question
71. Research indicates that many people purchase a product because of an advertised rebate but never collect the rebate because of the inconvenience. This phenomenon is called: (1 point) a. spiffing b. trickling c. spillage d. dribbling e. a spill out
answer
c. spillage
question
72. If you buy a case of Friskies dry cat food, you can send the UPC with $2.00 and receive a metal comb specially designed for removing loose cat hair. The comb is an example of a(n): (1 point) a. premium b. contest c. trade deal d. FSI e. advertising specialty
answer
a. premium
question
73. For which of the following products would sampling be LEAST suitable? (1 point) a. French's yellow mustard b. Pepperidge Farms chocolate layer cake c. Ragu pizza sauce d. Broilmaster premium gas grills e. Red Bull energy drink
answer
d. Broilmaster premium gas grills
question
74. The manufacturer of NIVEA skin care products conducted a _____ in which a winner was selected by a drawing. Each entrant had the same probability of winning a day of pampering at his or her local spa. (1 point) a. game b. contest c. sweepstakes d. lottery e. reward
answer
b. contest
Advertising
Cost Per Thousand
Direct Response Advertising
Fast Food Restaurants
Marketing
Principles Of Marketing
Promotion Management Exam 3 – Flashcards 59 terms
59 terms
Preview
Promotion Management Exam 3 – Flashcards
question
The increase in viewing options and the penetration of DVDs, DVRs, remote controls, and other automatic devices have made it easier for TV viewers to avoid commercial messages.
answer
True
question
Companies sponsor programs to gain more control over the shows carrying their commercials.
answer
True
question
The Anytime Anywhere Media Measurement (A2/M2) initiative started by Nielsen included the introduction of electronic measurement in all local markets.
answer
True
question
One of the main disadvantages of radio as an advertising medium is its high cost.
answer
False
question
Radio offers a very low degree of geographic selectivity.
answer
False
question
Which of the following statements is true of television as an advertising medium?
answer
TV lets the marketers reach mass markets in a cost-efficient manner.
question
Henry records all the episodes of a well-known soap opera because the show airs while he is at work. When he watches the recorded episodes, he usually fast-forwards through the commercials. This is known as:
answer
zipping.
question
Alice regularly watches a TV show which airs between 8 and 9 p.m. During the commercial breaks, she switches channels in order to watch music videos. This is known as:
answer
zapping.
question
A small-town automobile dealer wants to market and advertise its deals in the neighborhoods nearby. The dealer has a limited advertising budget and wishes to advertise within a 20-mile radius. Which of the following types of announcements would best suit the company's purpose?
answer
Local advertising
question
After it attained commercial success, HouseFull, a popular network sitcom, was purchased by many individual stations to be rerun in Harrisburg, New York, and San Diego. This is an example of:
answer
off-network syndication.
question
A national health-food company has assumed responsibility for the production and content of a new program called "Master Quiz." Additionally, the company also takes responsibility for the advertising that appears within it. Which of the following methods of media buying time has the company adopted?
answer
Sponsorship
question
Independent local TV stations that send their signals nationally via satellite to cable operators to make their programs available to subscribers are known as:
answer
superstations.
question
If 50 million households watch a specific sitcom, and there are a total of 200 million households in United States, the national rating for the sitcom is:
answer
25%
question
Which of the following statements is true of radio advertising?
answer
Radio advertising does not have high levels of audience fragmentation.
question
A long-running television ad for Bedazzle Mascara is aired on various radio channels in the United States. The radio ad makes use of the audio portion of the television commercial. This process of converting a television commercial into a radio ad is known as
answer
image transfer
question
Newspapers and magazines are often referred to as low-involvement media.
answer
False
question
One of the main advantages of using magazines as an advertising medium is their ability to reach a specific target audience.
answer
True
question
The more successful a magazine, the greater the amount of clutter it contains.
answer
True
question
Advertising space is generally sold on the basis of space units such as full page, half page, and quarter page.
answer
True
question
Weekly newspapers usually ignore national and world news.
answer
True
question
Which of the following is true of consumer magazines?
answer
They are suited to marketers interested in reaching general consumers of services.
question
Mars Inc., a premium cosmetics company, takes out ads in the Philadelphia, Boston, and Seattle editions of PlutoMag, a national magazine. In this scenario, the company is trying to achieve:
answer
geographic selectivity.
question
Zest & Taste Corp. came up with a new ad for its food products which it wanted to advertise in a renowned national food magazine. However, the ad created by its creative team was way larger than the normal page size specified by the magazine publisher. Zest & Taste's creative team wanted the ad to be spread over three continuous pages in the magazine. This could be done with the use of:
answer
gatefolds.
question
The ad for Faerie, a premium soap brand, contains a litmus paper which is stuck on the page and can be used by a consumer to test the acidity or alkalinity of the soap. This is an example of a(n):
answer
insert.
question
Which of the following is an advantage of magazines?
answer
Greater reach
question
CL Inc. printed two versions of the same ad in order to test the effectiveness of each individual ad. One ad contained an image of a popular female celebrity while the other contained an lesser-known model on the front cover. In this scenario, the company is using:
answer
split runs.
question
While on a flight from San Francisco to New York City, James read several magazines offered by the airlines. However, he did not purchase the magazines as they were purchased and owned by the airline. With reference to the types of readership, which of the following has been illustrated in this scenario?
answer
Pass-along readership
question
Which of the following is considered to be a primary user of local display advertising?
answer
Major retail chains
question
Which of the following statements is true of newspaper advertising?
answer
Newspaper ads can be produced and run in various sizes, shapes, and formats.
question
The NsDaily, a newspaper, charges $50 per square inch of its advertisement space. Irrespective of the size and nature of the ad, the newspaper does not change its rates. In this scenario, NsDaily is offering a(n):
answer
flat rate.
question
Support media supports only the primary media and cannot be used as the sole medium for promotion.
answer
False
question
Blimps are a form of transit advertising
answer
False
question
Mobile billboards are not viable for small organizations owing to the huge costs of building and maintaining them.
answer
False
question
Outdoor media tends to have a higher cost per thousand (CPM) rate when compared to other media.
answer
False
question
Specialty advertising is also known as promotional products marketing.
answer
True
question
Support media are also known as:
answer
below-the-line media
question
At the parking lot of her office, Rhonda noticed that two of her colleagues' personal cars had small stickers of McFrank's, a multinational fast food chain, on their windows. Which of the following types of advertising do the stickers represent?
answer
Ambient advertising
question
Ads that appear on store floors, gas pumps, washrooms stalls, elevator walls, park benches, and telephones are examples of:
answer
ambient advertising.
question
Pizza Vertex, a chain of fast food restaurants, paid $1 million to have its new logo embossed on a blimp. Which of the following forms of advertising did Pizza Vertex make use of?
answer
Aerial advertising
question
Which of the following is an example of a mobile billboard ad?
answer
Samantha sees a truck painted with an ad for "Glory Jeans."
question
Which of the following is an example of mobile billboard advertising?
answer
Ads painted on trucks
question
Tia sees ads for "Betty's Butter" on the shopping carts at Windford, a retail outlet. This is an example of:
answer
in-store advertising.
question
Which of the following statements is an advantage of outdoor advertising?
answer
Wide coverage of local markets
question
The Promotional Products Association International (PPAI):
answer
provides public relations support for specialty advertising.
question
Direct marketing is a form of advertising.
answer
True
question
The first step of a direct-marketing program is to determine which markets to target through the use of a mailing list or a marketing database.
answer
False
question
All companies use direct marketing with an objective to seek a behavioral response.
answer
False
question
The high cost of commercials on cable and satellite channels has led to a decline in the use of infomercials as a direct-marketing media
answer
False
question
Direct-mail and online services can effectively create a desirable mood among receivers.
answer
False
question
Jacques received a letter from a charity organization seeking donations. The letter contained details about the charity organization, the benefits of donating, and a self-addressed envelope in which a check could be sent to the organization. Various toll-free numbers of the charitable organization were also provided for Jacques to seek further information. Which of the following techniques of promotion is illustrated in the scenario?
answer
Direct Marketing
question
Which of the following statements is true of direct marketing?
answer
Consumer credit cards have led to the increased attractiveness of direct marketing as a tool for promotion for both buyers and sellers.
question
The various phone calls that consumers receive from credit card companies trying to market their credit cards are examples of a combination:
answer
direct marketing and personal selling.
question
Michelle received mail from a fashion store announcing the launch of the end-of-season sale. The mail began with the headline, "Flat 50% off on all merchandise," and subsequently invited her to participate in the "Fly to Paris for free" contest. Which of the following combinations of promotional activities is illustrated in the scenario?
answer
Direct marketing and sales promotion
question
Darryl sees a television commercial for Praxis treadmill. He immediately dials the toll-free number displayed on his television screen to place an order. The commercial announces that the first 200 callers to place an order will receive Praxis treadmill accessories at no additional cost. In this scenario, Praxis is utilizing:
answer
a one-step approach to direct marketing.
question
Which of the following statements is true of direct mail?
answer
Mailing lists are the key to the success of direct mail.
question
Katherine saw a television commercial for a juicer. The commercial contained all essential details about product usage and flashed a toll-free number that one could dial, for ordering the product. This is an example of:
answer
direct-response advertising.
question
Which of the following is true of infomercials?
answer
They are designed to be viewed as regular TV shows.
question
Camilla is a consultant at Mesmeric Inc., a cosmetics manufacturer. She frequently hosts social events at her friends' homes where she invites groups of people and demonstrates the uses of Mesmeric's products. She explains the proper product usage by applying it on herself. Which of the following forms of direct marketing is illustrated in this scenario?
answer
Party Plan
question
Which of the following is an advantage of direct marketing?
answer
Direct marketing allows for a strong ability to test the effectiveness of the overall program as well as specific elements.
Contribution Per Unit
Direct Response Advertising
Marketing
Principles Of Marketing
Sports Marketing
Marketing DSM Chapter 10 – Flashcards 42 terms
42 terms
Preview
Marketing DSM Chapter 10 – Flashcards
question
break-even point
answer
the point at which a firm doesn't lose any money but doesn't make any profit
question
trade discounts
answer
discounts off list price of products to members of the channel of distribution who perform various marketing functions
question
quantity discounts
answer
pricing tactic of charging reduced prices for purchases of larger quantities of a product
question
cash discount
answer
offered to entice a customer to pay a bill quicly
question
seasonal discount
answer
a price reduction offered only during certain times of the year
question
penetration pricing
answer
the pricing strategy in which a firm introduces a new product at a very low price to encourage more customers to purchase it
question
trail pricing
answer
occurs when a new product is priced low for a limited amount of time in order to lower the risk for the customer
question
captive pricing
answer
pricing tactic for two items that must be used together: one is priced much lower, and the firm makes its profit on the other, high-margin item essential to the operation of the first item
question
uniform-delivered pricing
answer
pricing tactic in which a firm adds a standard shipping charge to the price for all customers regardless of location
question
cost-plus pricing
answer
a method of setting prices in which the seller totals all the costs for the product and then adds an amount to arrive at the selling price
question
demand-based pricing
answer
price-setting method based on estimates of demand at different prices
question
yield management pricing
answer
a practice of charging different prices to different customers in order to manage capacity while maximizing revenues
question
value pricing or everyday low pricing (EDLP)
answer
pricing strategy in which a firm sets prices that provide ultimate value to customer
question
loss-leader pricing
answer
the pricing policy of setting prices very low or even below cost to attract customers into a store
question
surge pricing
answer
pricing strategy in which the price of a product is raised as demand for that product goes up and lowered as demand goes down
question
predatory pricing
answer
an illegal pricing strategy in which a company sets a very low price for the purpose of driving competitors out of business
question
dynamic pricing
answer
pricing strategy in which the price can easily be adjusted to meet changed in the marketplace
question
bait-and-switch
answer
an illegal marketing practice -an advertised price special is used to get customers into the store with the the intention of switching them to a higher-priced item
question
unfair sales acts
answer
state laws that prohibit suppliers from selling products below cost to protect small businesses from larger companies
question
price fixing
answer
the collaboration of two or more firms in setting prices, usually to keep prices high
question
markup
answer
the amount added to the cost of a product to create the price at which a channel member will sell the product
question
wholesaler margin
answer
the amount added to the cost of a product by a wholesaler
question
retailer margin
answer
the margin added to the cost of a product by a retailer
question
gross margin
answer
the markup amount added to the cost of product to cover the fixed costs of the retailer or wholesaler and leave an amount for a profit
question
average fixed costs
answer
the fixed costs per unit produced
question
internal reference price
answer
set price or price range in consumers' minds to which they refer in evaluating a product's price
question
price lining
answer
the practice of setting a limited number of different specific prices, called price points, for items in a product line
question
price fixing
answer
the collaboration of two or more firms in setting prices, usually to keep prices high
question
demand curve
answer
used to show the quantity of a product that customers will buy in a given time period, at different prices that might be charged
question
break-even analysis
answer
a method for determining the number of units that a firm must produce and sell at a given price to cover all its costs
question
price elasticity of demand
answer
the percentage change in unit sales that results from a percentage change in price
question
contribution per unit
answer
the difference between the price the firm charges for a product and the variable costs
question
dynamic pricing
answer
a pricing strategy in which the price can easily be adjusted to meet changes in the marketplace
question
online auctions
answer
method of e-commerce that allows shoppers to purchase a product through online bidding
question
freemium strategy
answer
a business strategy in which a product in its most basic version is provided free of charge but the company charges money for upgraded versions of the product with more features, greater functionality, or greater capacity
question
skimming price
answer
a very high, premium price that a firm charges for its new, highly desirable product
question
elastic demand
answer
When customers are sensitive to changes in prices, and a change in price results in a substantial change in demand
question
variable costs
answer
costs of production that are tied to and vary depending on the number of units produced
question
profit
answer
When pricing strategies are determined by ___________ objectives, the focus is on a target level of profit growth or a desired net profit margin.
question
customer satisfaction
answer
When pricing strategies are determined by ___________ objectives, a firm believes that profit will result from making customer satisfaction the primary objective
question
image enhancement
answer
When pricing strategies are determined by ___________ objectives, the firm uses price to communicate product quality and image.
question
sales or market share
answer
When pricing strategies are determined by ___________ objectives, the focus is on maximizing sales or increasing market share.
Advertising
Direct Response Advertising
Marketing
Marketing Management
Personal Digital Assistants
Principles Of Marketing
Voice Over Internet Protocol
Chapter 14: Promotion II: social media direct/database marketing personal selling and public relations – Flashcards 58 terms
58 terms
Preview
Chapter 14: Promotion II: social media direct/database marketing personal selling and public relations – Flashcards
question
groundswell
answer
a social trend in which people use technology to get the things they need from each other rather than from traditional institutions like corporations
question
buzz
answer
word of mouth communication that customers view as authentic
question
brand polarization
answer
the gap between good buzz and bad buzz
question
tryvertising
answer
advertising by sampling that is designed to create buzz about a product
question
f commerce
answer
e commerce that takes place on facebook
question
viral marketing
answer
marketing activities that aim to increase brand awareness or sales by consumers passing a message along to other consumers
question
brand ambassadors
answer
loyal customers of a brand recruited to communicate and be salespeople with other consumers for a brand they care a great deal about
question
social media
answer
internet based platforms that allow users to create their own content and share it with others who access these sites
question
social networks
answer
online platforms that allow a user to represent him or herself via a profile on a website and provide and receive links to other members of the network to share input about common interests
question
twitter
answer
a free microblogging service that lets users post short text messages with a maximum of 140 characters
question
virtual worlds
answer
online, highly engaging digital environments where avatars live and interact with other avatars in real time
question
avatars
answer
graphic representations of users of virtual worlds
question
virtual goods
answer
digital products consumers buy for use in online contexts
question
product review sites
answer
social media sites that enable people to post stories about their experiences with products and services
question
location based social networks
answer
networks that integrate sophisticated GPS technology that enables users to alert friends of their exact whereabouts via their mobile phones
question
direct marketing
answer
any direct communication to a consumer or business recipient designed to generate a response in the form of an order, a request for further information, and/or a visit to a store or other place of business for purchase of a product (4 types-telemarketing, m-commerce, mail order, direct response ads)
question
catalog
answer
a collection of products offered for sale in book form, usually consisting of product descriptions accompanied by photos of the items
question
direct mail
answer
a brochure or pamphlet that offers a specific good or service at one point in time. advantage over catalog = sender can personalize it. often used by charities, political group, other not for profits
question
telemarketing
answer
the use of telephone to sell directly to consumers and business customers
question
direct response advertising
answer
a direct marketing approach that allows the consumer to respond to a message by immediately contacting the provider to ask questions or order the product
question
direct response TV
answer
advertising on TV that seeks a direct response, including short commercials of less than two minutes, 30 minutes or longer infomercials, and home shopping networks
question
infomercials
answer
half hour or hour long commercials that resemble a talk show but actually are sales pitches
question
m-commerce
answer
promotional and other e-commerce activities transmitted over mobile phones and other mobile devices, such as smart phones and personal digital assistants
question
personal selling
answer
marketing communication by which a company representative interacts directly with a customer or prospective customer to communicate about a good or service
question
factors that influence a firm's emphasis on personal selling
answer
if: a push strategy is used, the decision maker has a higher status within the organization, the purchase is "new task" for the customer, the product is highly technical or complex, the customer is very large, the product is expensive, the product is a custom good or personalized service, there are trade in products, negotiation is required
question
order taker
answer
a salesperson whose primary function is to facilitate transactions that the customer initiates
question
technical specialist
answer
a sales support person with a high level of technical expertise who assists in product demonstrations
question
missionary salesperson
answer
a salesperson who promotes the firm and tries to stimulate demand for a product but does not actually complete a sale
question
new business salesperson
answer
the person responsible for finding new customers and calling on them to present the company's products
question
sales jobs
answer
missionary sales person, new business sales person, order getter, team selling, technical specialist, order taker
question
order getter
answer
a salesperson who works to develop long term relationships with particular customers or to generate new sales
question
team selling
answer
the sales function when handled by a team that may consist of a salesperson, a technical specialist, and others.
question
transactional selling
answer
a form of personal selling that focuses on making an immediate sale with little or no attempt to develop a relationship with the customer
question
relationship selling
answer
a form of personal selling that involves securing, developing, and maintaining long-term relationships with profitable customers
question
creative selling process
answer
7 steps; the process of seeking out potential customers, analyzing needs, determining how product attributes might provide benefits for the customer, and then communicating that information
question
prospecting
answer
step 1; a part of the selling process that includes identifying and developing a list of potential or prospective customers
question
preapproach
answer
step 2; a part of the selling process that includes developing information about prospective customers and planning the sales interview
question
approach
answer
step 3; the first step of the actual sale presentation in which the salesperson tries to learn more about the customer's needs, create a good impression, and build support
question
sales presentation
answer
step 4; the part of the selling process in which the salesperson directly communicates the value proposition to the customer and invites two way communication
question
handle objections
answer
step 5; anticipate and placate reasons why the prospect is reluctant to commit
question
close
answer
step 6; the stage of the selling process in which the salesperson actually asks the customer to buy the product
question
follow up
answer
activities after the sale that provide important services to customers
question
input measures
answer
efforts that go into selling, such as the number and type of sales calls, expense account management, and a variety of nonselling activities, such as customer follow up work and client service
question
output measures
answer
the results of the salesperson's efforts
question
public relations
answer
communication function that seeks to build good relationships with an organization's publics, including consumers, stockholders, and legislators
question
publicity
answer
unpaid communications about an organization that appears in the mass media
question
crisis management
answer
the process of managing a company's reputation when some negative event threatens the organizations image
question
public relations campaign
answer
a coordinated effort to communicate with one or more of the firm's publics
question
internal PR
answer
PR activities aimed at employees of an organization
question
investor relations
answer
PR activities such as annual and quarterly reports aimed at a firm's investors
question
lobbying
answer
talking with an providing information to government officials in order to influence their activities relating to an organization
question
speech writing
answer
writing a speech on a topic for a company executive to deliver
question
corporate identity
answer
materials such as logos, brochures, building design, and stationery that communicate an image of the organization
question
media relations
answer
a PR activity aimed at developing close relationships with the media
question
sponsorships
answer
PR activities through which companies provide financial support to help fund an event in return for publicized recognition of the company's contribution
question
special events
answer
activities-from a visit by foreign investors to a company picnic-that are planned and implemented by a PR department
question
guerrilla marketing
answer
marketing activity in which a firm "ambushes" consumers with promotional content in places they are not expecting to encounter this kind of activity
question
ambient advertising
answer
advertising placed where advertising isn't normally or hasn't ever been seen
Advertising
Direct Response Advertising
Principles Of Advertising
Public Service Announcements
Chapter 1- The New World of Marketing Communication – Flashcards 52 terms
52 terms
Preview
Chapter 1- The New World of Marketing Communication – Flashcards
question
Account Executive
answer
A person who acts as a liaison between the client and the agency
question
Account Management
answer
People and processes at an ad agency that facilitate the relationship between the agency and the client
question
Account Planning
answer
A process of using research to gain information about the brand in its marketplace, the consumer's perspective, or both, and to use that research to contribute directly to advertising development
question
Account Services
answer
The account management function of an agency, which acts as a liaison between the client and the agency
question
Advertisement
answer
a notice about a product (good, service, or idea) that is designed to get the attention of a target audience.
question
Advertiser
answer
a person or organization that initiates the advertising process
question
Advertising
answer
Paid non personal communication from an identified sponsor using mass media to persuade or influence an audience
question
Advertising Agency
answer
An organization that provides a variety of professional services to its client who is the advertiser of a product
question
Advertising Department
answer
A department within the company that acts as a facilitator between outside vendors and internal advertising management
question
Agency Networks
answer
Large conglomerations of agencies under a central ownership
question
Agency of Record (AOR)
answer
An advertising agency that manages the business between a company and the agencies it has contracts with
question
Art Director
answer
The person who is primarily responsible for the visual image of the advertisement
question
Attention
answer
Concentrating the mind on a thought or idea
question
Brand Advertising
answer
An advertising strategy that focuses on creating an image or perception of a brand
question
Brand Name
answer
The part of the brand that can be spoken, such as words, letters, or numbers
question
Business to Business Advertising (B2B)
answer
Targets other businesses
question
Buzz
answer
Gossip created by people over a popular interest in something
question
Campaign
answer
A comprehensive advertising plan for a series of different but related ads that appear in different media across a specified time period
question
Channels(Media)
answer
Media or companies such as local newspaper or radio stations that transmit communication messages from the advertiser to the audience and from consumers back to companies
question
Classified Advertising
answer
Commercial messages arranged in the newspaper according to the interests of readers
question
Commission
answer
the amount an ad agency charges to the client, often a percentage of media cost
question
Corporate Advertising
answer
A type of advertising used by firms to build awareness of a company, its products, and the nature of its business
question
Creative Boutique
answer
An advertising agency that specializes in the creative side of advertising
question
Direct Response Advertising
answer
A type of marketing communication that achieves an action oriented objective as a result of the advertising message
question
Effective
answer
Marketing communication is deemed to be effective when it accomplishes its objectives
question
Effectiveness
answer
Assessment about the extent to which objectives are met
question
Effects
answer
The type of impact delivered by an advertisement or other marketing communication.
question
Federal Trade Commission (FTC)
answer
A U.S. government agency responsible for regulating several advertising issues including banning deceptive or misleading advertising
question
Fee
answer
An hourly amount charged to the client by the agency
question
Fee System
answer
A compensation tool for advertisers requiring that client and agency agree on an hourly fee rate or negotiate a charge for a specific project
question
Full Service Agency
answer
An agency that provides clients with the primary planning and advertising services
question
Holding Companies
answer
One or more advertising agency networks, as well as other types of marketing communication agencies and marketing services consulting firms
question
Image
answer
The use of intangible attributes to create a specific perception
question
In House agency
answer
An agency within an advertiser's organization that performs all the tasks an outside agency would provide for the advertiser
question
Institutional advertising
answer
A type of corporate advertising that focus on establishing a corporate identity or viewpoint
question
Integrated marketing communication (IMC)
answer
The practice of unifying all marketing communication efforts so they send a consistent brand message to target audiences
question
Local Advertising
answer
Advertising targeted to consumers who live within the local shopping area of a store
question
Marketing Communication (Marcom)
answer
The element in the marketing mix that communicates the key marketing messages to target audiences
question
Marketing Services
answer
This includes a variety of suppliers hired by marketers such as researchers and various types of marketing communication agencies
question
Mass Media
answer
Communication channels, such a newspapers or television used to send messages to large, diverse audiences
question
Media
answer
The channels of communication that carry the ad message to target audiences
question
Media Buying services
answer
Specialists who implement the media plan by contracting with various media for placement of an advertisement
question
Media Vehicles
answer
a single program, magazine, or radio station
question
6 basic attributes of advertising
answer
1- paid communication 2-sponsor is identified 3-can be one way- two way, or multiple way 4- reaches a broad audience 5- conveyed through mass media, interactive media, word of mouth 6- seeks to inform or persuade
question
strategy
answer
the logic behind an advertisement stated in objectives that focus on areas such as sales, emotional appeal, or brand reputation
question
message
answer
the concept behind a message and how it is expressed based on consumer insights
question
advertiser
answer
the organization sponsoring the message likely to have a marketing team that initiates the advertising effort hires the advertising agency
question
the agency
answer
creates, produces, and distributes message. employs experts who are passionate about their work. can negotiate the best media deals for clients
question
the media
answer
-channels of communication that carry the message to the audience. -many are large media conglomerates such as time warner and viacom -mass media enables advertisers to reach many people with a single message in a cost-efficient way
question
professional suppliers and consultants
answer
provide specialized services to advertisers and agencies includes artists, writers, photographers, producers, printers and other freelancers
question
agency jobs
answer
1- account management 2- account planning and research 3- creative development and research 4-media research, planning, and buying 5-internal operations
question
first principle of IMC
answer
everything communicates
Advertising
Direct Response Advertising
Pay Per Click
Reach And Frequency
Search Engine Marketing
Chapter 13 Advertising 23 terms
23 terms
Preview
Chapter 13 Advertising
question
the role of the print media buyer
answer
negotiates and contracts with media, understands print media and technology, creatively integrates print media into the mix, and knows how to buy media space
question
special possibilities with magazines
answer
bleeds, cover positions, inserts, gatefolds, and custom mags
question
buying magazine space
answer
guaranteed vs delivered, primary and secondary readership, vertical v horizontal, subscriptions and vendor sales, paid and controlled circulation, merchandising services
question
how newspapers are categorized
answer
frequency of delivery, physical size, or type of audience
question
how advertisers buy newspapers space
answer
rate cards, local versus national rates, flat rates and discount rates, short rate, combination rates, run of paper versus preferred position, color advertising and split runs
question
pros of magazine advertising
answer
color, authority and believability, permanence, prestige, audience selectivity, extensive pass along readership
question
pros of newspaper advertising
answer
Mass Medium Local Medium Comprehensive Geographic Selectivity Timeliness Credibility
question
guaranteed circulation
answer
number of copies the publisher expects to circulate
question
circulation audit
answer
thorough analysis of the circulation procedures, outlets of distribution, readers, and other factors by companies such as ABC.
question
primary circulation
answer
represents the number of people who buy the publication, either by subscription or at the newsstand
question
secondary readership
answer
estimate determined by market research of how many people read a single issue of a publication, is very important to magazines
question
vertical publication
answer
covers a specific industry in all its aspects
question
horizontal publications
answer
deal with a particular job function across a variety of industries
question
controlled circulation
answer
publisher mails the magazine free to individuals who the publisher thinks can influence the purchase of advertised products
question
rate card
answer
lists advertising rates, mechanical and copy requirements, deadlines and other information
question
national rate
answer
averages 75 percent higher, but some papers charge as much as 254 percent more
question
flat rates
answer
allow no discounts
question
open rates
answer
offer volume discounts (their highest rate for a one time insertion)
question
contract rates
answer
local advertisers can obtain discounts of up to 70 percent by singing a contract for frequent or bulk space purchases
question
short rate
answer
difference between the contracted rate and the earned rate for the actual inches run.
question
run of paper advertising rates
answer
entitle a newspaper to place a given ad on any newspaper page or in any position it desires
question
cons of magazine advertising
answer
Lack of Immediacy Lack of Distribution High Cost Low Frequency Long Lead Time Advertising Clutter
question
cons of newspaper advertising
answer
Lack of Selectivity Short Life-Span Poor Production Quality Clutter Lack of Control over Placement
