Marketing Test 5

Home Depot hired an advertising agency to develop television ads for its grand opening in Southern Maine. The advertising agency represents which of the following components of the communication process?

Sender

Transmitter

Communication channel

Receiver

Feedback

b

Based on the recommendation of its advertising agency, Home Depot chose to advertise on HGTV. In this situation, HGTV represents which component of the communication process?

Transmitter

Communication channel

Receiver

Feedback

Noise

b

When designing in-store signage, retailers often develop yellow signs and shelf tags with bold lettering to catch consumers' attention. The use of visuals in this manner represents the _____ component of the communication process.

communication channel

receiver

feedback

encoding

sender

d

In the communication process, _____ refers to the process by which the receiver interprets the sender's message.

encoding

decoding

feedback

aided recall

noise

b

Macy's is conducting marketing research to determine whether or not its advertising message could be clearly understood by its customers. This relates to which component of the communication process?

sender

receiver

encoding

feedback loop

communication channel

d

The AIDA model is also known as the _____ model.

think, feel, say

think, say, do

think, feel, do

feel, like, do

like, think, feel

c

Harley Davidson has _____ if a consumer responds "Harley" when asked about American-made motorcycles.

limited recall

interest

prompted recall

limited awareness

top-of-mind awareness.

e

The highest level of awareness is

interest.

aided recall.

lagged effect.

brand awareness.

top-of-mind awareness.

e

After the firm has piqued the interest of its target market, the goal of subsequent IMC messages should move the consumer from "I like it" to

"I am aware of it."

"What is it?"

"I need more information."

"I want it."

"I know what it is."

d

The fact that a particular advertisement might not cause a consumer to make an immediate purchase is referred to as

aided recall.

unaided recall.

a lagged effect.

delayed awareness.

top-of-mind awareness.

c

The U.S. Government promoted public participation in the 2010 Census during the televised Super Bowl game in its efforts is to raise awareness of the when and how the Census works. This is an example of which of the following promotional elements?

Advertising

Public relations

Sales promotions

Personal selling

Direct marketing

a

Traditionally, advertising has been _____ and _____.

passive; reciprocal

passive; online

interactive; offline

interactive; online

passive; offline

e

To support the other promotional efforts, firms use _____ to generate "free" media attention.

direct marketing

public relations

personal selling

sales promotion

advertising

b

Sales promotions such as free samples and point-of-purchase displays, are designed to build

long-term sales.

short-term sales.

customer loyalty.

brand image.

brand attitudes.

b

Personalized e-mail marketing is an example of an online, passive form of persuasive communication, which would be classified as an example of

advertising.

direct marketing.

personal selling.

public relations.

sales promotions.

b

Omaha Steaks sending e-mail coupons for items that customers have purchased previously and mailing slick pictures of gourmet steaks and meal packages to addresses that have received orders in the past is an example of

advertising.

public relations.

personal selling.

direct marketing.

sales promotions.

d

The _____ method determines the budget required to undertake specific tasks to accomplish communication objectives.

task

available budget

objective-and-task

rule-of-thumb

competitive parity

c

Since her firm's share of the market has increased from 2.5% to 3%, Allyson had determined she would set her share of communication expenses at 3% of sales, which is an example of the use of the _____ method.

objective

rule-of-thumb

objective-and-task

competitive parity

percentage of sales

d

Limitations of the _____ budgeting method include not allowing firms to exploit the unique opportunities or problems they confront in a market. If all competitors use this method to set communication budgets, their market shares will stay approximately the same over time.

available budget

rule-of-thumb

objective-and-task

percentage of sales

competitive parity

e

Jacob determined one of the metrics he would use to gauge the level of exposure his marketing message had with his target market was the number of times the target was exposed to his message throughout the 6 weeks of the campaign, representing its

reach.

frequency.

relevance.

gross rating points.

return on investment.

b

Nathan gauged the level of exposure to his marketing campaign using the percentage of the target population exposed at least once to his advertisement, representing its

reach.

frequency.

relevance.

gross rating points.

return on investment.

a

Which of the following formulas is accurate for calculating gross rating points (GRP)?

impressions multiplied by frequency

reach multiplied by impressions

reach multiplied by frequency

reach divided by impressions

reach divided by frequency

c

Google's AdWords system provides a Quality Score as a measure of _____, which indicates the usefulness of an ad message to consumers doing a Google search.

reach

frequency

impressions

relevance

cost per click

b

_____ is/are the number of times an ad appears in front of the user.

Frequency

Reach

Impressions

Relevance

Clicks

c

If a sponsored link was delivered 100 times and 10 people clicked on it, then the number of impressions is 100, the number of clicks is 10, and the click-through-rate (CTR) would be

10%.

100%.

1%.

0 %.

15%.

a

As the number of communication media has increased, the task of understanding how best to reach target customers has become easier.

f

Encoding means converting the sender's ideas into a message, which could be verbal, visual, or both.

t

Though a picture may be worth a thousand words, the most important facet of encoding is not what is received but what is sent.

f

If there is a difference between the message that is sent and the message that is received, it is probably due to noise.

t

The sender of an integrated marketing communication controls the meaning individual receivers take from the message.

f

Though advertising experts wish it were true, there is not always a direct link between a particular marketing communication and a consumer's purchase.

t

Even the best marketing communication can be wasted if the sender does not gain the attention of the consumer.

t

If the marketing communication has piqued the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from "I want it" to "I like it."

f

"Top-of-mind awareness" is when consumers indicate that they know the brand when the name is presented to them.

f

Encoding means converting the sender's ideas into a message, which could be verbal, visual, or both.

t

Public relations is the component of IMC that has received the greatest increase in aggregate spending.

f

Mobile marketing involves marketing to customers through wireless handheld devices such as mobile phones.

t

Because the goals of IMC are only part of the overall promotional plan, they do not need to be explicit or measurable.

f

It may take several exposures to marketing communications before consumers are moved to buy.

t

Personal selling can only be successful through the use of print, newspapers, and radio.

f

Gross Rating Points (GRP) measure how often the audience is exposed to a communication within a specified period of time.

f

Frequency describes the percentage of the target population exposed to a specific marketing communication, such as advertisement, at least once.

f

When Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message, she was told the reach was 40, the frequency was 4, and the competitive parity was 10. The gross rating points for her firm's campaign were

160.

1600.

400.

40.

The answer cannot be determined from this information.

a

The sender of an integrated marketing communication

must work with the advertising specialists to ensure all recipients interpret the message accurately.

can assess the manner in which receivers interpret the message through gross rating points.

has little control over what meaning any individual receiver will take from the message.

controls the meaning all receivers take from the message.

should attempt to control how the message is received.

c

The right communication channel to use in IMC is

the traditional channel used in that particular retail sector.

network advertising, local newspapers, and regional radio stations.

the one that will connect to the desired recipients.

the one with the best encoding capabilities.

the one that maximizes decoding difficulty.

c

As the number of communication media has increased, the task of understanding how best to reach target customers has

shifted from creating a value proposition to revising a value proposition.

increased the use of rule-of-thumb targeting.

become easier.

focused on reducing the lagged effect of marketing communications.

become more complex.

e

Compared to other IMC alternatives, advertising is extremely effective for

closing a sale.

efficient message decoding.

reducing the potential for noise.

creating awareness and generating interest in a product.

repositioning consumers in the AIDA model.

d

In the AIDA model,

advertising leads to interest, which hopefully leads to desire and then, action.

awareness leads to integration, which hopefully leads to desire and then, action.

awareness leads to interest, which hopefully leads to desire and then, action.

awareness leads to interest, which hopefully leads to desire and then, attention.

awareness leads to interest, which hopefully leads to determination and then, action.

c

In the AIDA model, the "think" stage is the ________________ stage.

Awareness

Action

Interest

Desire

Intention

a

Loretta would like to know which, if any, of her firm's IMC efforts are working. She could use all of the following EXCEPT _______________ to provide feedback from her efforts.

sales data

complaints

compliments

redemption rates for coupons or rebates

the channel

e

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

the receiver.

the product.

evaluation of the results.

the company.

event sponsorship.

c

If you send an email and include a link, you can track how many people took the desired action of clicking on the link. This is known as

the click-through rate.

impressions.

frequency.

gross rating points.

reach.

a

In the IMC process, noise can occur as a result of lack of message clarity, a poor choice of medium, or

competing messages.

an extended feedback loop.

indirect encoding.

inhibited decoding.

excessive reach.

a

Which statement best describes personal selling?

It involves a larger audience than advertising.

It is primarily indirect communication.

It is primarily informational communication, as compared to advertising, which involves persuasive communication.

It is the two-way flow of communication between a buyer and a seller.

It involves encoding while advertising involves only decoding.

d

A major factor contributing to the growth in the use of direct marketing IMC efforts is

reduced government regulation of deceptive advertising practices.

expanded use of personal selling.

a shift from objective-and-task to rule-of-thumb budgeting.

increased use of credit and debit cards, and online shopping by consumers.

the reduction in IMC noise allowing for a decreased lagged effect.

d

Though advertising experts wish it were true, there is not always a direct link between a particular marketing communication and

supply chain effectiveness.

enhanced decoding processes.

a consumer's purchase.

the level of noise in the IMC channel.

the reach/frequency ratio.

c

Julie is developing a budget for her firm's IMC program. First she sets objectives. Then she chooses media, and finally she determines the cost for each product to be promoted. Julie is using the ___________________ method of establishing an IMC budget.

reach and frequency

track and decode

objective-and-task

rule-of-thumb

sender-receiver

c

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

expanding customer loyalty by closing the feedback loop.

increasing market share, sales, and customer loyalty.

increasing inquiries, awareness, and trial of her firm's services.

shifting customers to rule-of-thumb budgeting.

increasing the lagged effect.

c

Jim was asked to determine the ROI for a particular advertising effort. To do so, he needs to know

the internal rate of return and the projected expenditure level.

the total number of units sold and the total cost of sales.

sales revenue and advertising cost.

gross margin and advertising cost.

the advertising cost and the total communications expenditures.

c

Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message. Yolanda is asking for _____________________ data.

parity and affordability

sales and promotion

attitude change

rule-of-thumb

frequency and reach

e

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

decoding decomposition effect

lagged effect

noncommittal affect

viral effect

click-through delay

b

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

noise

pre-testing

precoding

encoding

feedback

e

Reaching the right audience with marketing communications is becoming more difficult because

consumers are bored.

government regulations are constraining free speech.

personal selling is becoming less expensive, making it more competitive with advertising.

the media environment has become more complicated.

the AIDA model is no longer an accurate representation of how marketing communication works.

d

_______________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service.

Product familiarity

Brand association

Brand awareness

Marketing recall

Cognitive association

c

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

feedback loop

sender

transmitter

communication channel

receiver

d

Carlos owns a chain of retail electronic stores. He is evaluating how he allocates his firm's IMC budget. He receives offers from a variety of advertising media, spends money on his firm's public relations efforts, and is considering electronic media alternatives. Carl recognizes that each IMC alternative

will stand on its own.

is part of the whole.

is part of noncommercial free speech.

is less important than stealth marketing.

is dictated by the nature of the supply chain.

b

Sally could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as

aided recall.

unaided recall.

top-of-mind awareness.

brand preference.

brand indifference.

a

If marketing communications are effective, they will

result in purchases by some consumers receiving the communications.

offset any negative publicity the firm may have received.

minimize the number of communication channels used by the firm.

generate interest in the product in over half the consumers who receive the communications.

include all steps of the AIDA model with equal weighting to each step.

a

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

the integrator

the sender

the transmitter

the communication channel

the receiver

b

Personal selling is an especially important part of IMC in

business-to-business markets.

cause-related marketing.

event sponsorships.

stealth marketing.

Web tracking.

a

___________ means converting the sender's ideas into a message, which could be verbal, visual, or both.

Decoding

Integrated marketing communications

Precoding

Encoding

Tracking

d

The goal of any marketing communication is to

maximize sales.

increase public relations click-through rates.

overwhelm negative publicity with commercial speech.

replace cause-related marketing with non-cause-related marketing.

get the right message to the right audience through the right media.

e

Julia is driving down Interstate 95 on her way from New England to Florida and sees a billboard saying "South of the Border Restaurant and Motel is just 100 miles away." Julia has never heard of South of the Border before. After seeing the sign, she will most likely need additional exposure to the product before deciding whether to stop at South of the Border. This is an example of

rejection of advertising.

subliminal advertising.

product underwhelm.

IMC strategy.

the lagged effect.

e

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

reach and frequency

track and decode

objective-and-task

rule-of-thumb

sender-receiver

d

To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and

the number of destinations.

the number of impressions.

the cost per click.

how much time consumers spend viewing the ad or page.

the total number of clicks recorded by the industry.

b

An ad for Bud Light ran six times during a recently televised football game. When measuring IMC results for this ad, six would be the _____ for this telecast.

frequency

reach

gross rating points

ROI

click-through rate

a

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this

the primacy effect.

aided recall.

top-of-mind awareness.

category dominance.

elevated awareness.

c

Sales data, complaints, compliments, and redemption rates for coupons and rebates are types of ________________ marketers use to assess the effectiveness of their IMC efforts.

decoding

pre-testing

feedback

simulations

encoding

c

Which of the following is NOT one of the steps in the AIDA model?

Awareness

Intention

Action

Desire

Interest

b

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

media advertising.

direct marketing.

public relations.

sales promotions.

publicity.

b

Firms can use _____________ to bring customers together to share experiences around the products.

surveys

social media

consumer outlets

brand associations

public relations

b

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

generate consumer action.

offer testimonials from past consumers.

determine the level of desire needed to sustain action.

gain the attention of the consumer.

stimulate interest among stealth marketing consumers.

d

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

publicity to public relations.

personal selling to advertising.

integrated marketing communications to disintegrated marketing communications.

stealth marketing to viral marketing.

advertising to direct marketing and website development.

e

Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer, listener, or reader profile of the communication channel being considered. The agency is most likely trying to avoid noise problems associated with

competing messages.

lack of clarity in the message.

a poor choice of medium.

an extended feedback loop.

a flaw in the medium.

c

Lamar is assessing the long-term effectiveness of his firm's IMC efforts. He will probably analyze the firm's success in

expanding customer loyalty by closing the feedback loop.

increasing market share, sales, and customer loyalty.

increasing inquiries, awareness, and trial of her firm's services.

shifting customers to rule-of-thumb budgeting.

increasing the lagged effect.

b

Marketers often use focus groups to learn how consumers interpret their IMC messages. Experience has shown that

effective branding requires marketers to encode messages the same way for each market segment.

each receiver decodes IMC messages in his or her own way.

action is taken before desire and interest are determined.

marketers can almost always use the same message for all audiences.

messages are decoded in the manner intended by the encoder.

b

Sales promotions include all of the following EXCEPT

coupons.

rebates.

online ads.

point-of-purchase displays.

free samples.

c

Which of the following is NOT a communication channel used in the IMC process?

Radio

Television

Newspaper

Internet

Supply chain

e

The basic goal of integrated marketing communications is to

communicate the value proposition to the target market.

create desire.

manipulate consumers.

outspend competitors.

tell the world about your company.

a

In the IMC communication process, the _____________________ is the person who reads, hears, or sees and processes the message being communicated.

medium

sender

transmitter

communication channel

receiver

e

Once the marketing communication has captured the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from

"I want it" to "I like it."

action to desire.

"I like it" to "I want it."

awareness to action.

feeling to thinking.

c

Integrated marketing communications include all of the following EXCEPT

personal selling.

advertising.

public relations.

supply chain management.

direct marketing.

d

Which of the following is NOT an aspect of advertising?

It must be carried by some medium.

Legally, the source of the message must be known or knowable.

It is a persuasive form of communication.

It is used to only sell products.

It is not free.

d

Which of the following is the first step in planning and executing an advertising campaign?

Convey the message.

Create the advertisements.

Determine the advertising budget.

Identify the target market.

Set the advertising objectives.

d

A(n) _____ is a subsection of the firm's overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the advertising campaign, clarifies a specific strategy for accomplishing those objectives, and indicates how the firm can determine whether the campaign was successful.

informational appeal

advertising plan

push strategy

promotional plan

publicity strategy

b

It is in the _____ step of the process of developing an advertising campaign that the metrics are articulated against which advertising success or failure of the campaign is measured.

Convey the message

Identify the target market

Create the advertisements

Set the advertising objectives

Determine the advertising budget

d

When introducing new products, Quaker Oats uses a _____ strategy by offering retailers discounts on the products along with point-of-purchase displays to motivate them to highlight the product.

pull

push

reminder

persuasive

informative

b

When a company wants to create and build brand awareness, it would use _____ advertising.

informative

persuasive

reminder

push

pull

a

Firms often use _____ advertising to convince consumers to take action such as switching brands, trying a new product, or even continuing to buy the advertised product.

pull

push

reminder

persuasive

informative

d

As a product in the maturity stage of its life cycle, chewing gum brands would most likely require the use of _____ advertising to prompt purchases.

informative

persuasive

reminder

push

pull

c

The "Beef, It's What's for Dinner" campaign to encourage beef consumption is an example of _____ advertising.

relational

institutional

public service

attribute-based

product-focused

b

The "Indoor Tanning is Out" campaign is designed to raise awareness of the increased risk of melanoma, the deadliest form of skin cancer, and decrease usage of tanning salons. This is an example of _____ advertising.

relational

institutional

public service

attribute-based

product-focused

c

Exxon Mobil uses a(n) _____ appeal when it explains technical aspects of its products, such as lithium ion batteries, hydrogen technology, biofuels, and CO2 capture technologies.

candid

emotional

engineering

informational

contemporary

d

Bowflex and Jenny Craig develop advertisements featuring celebrities to address its target market's need for feeling good about themselves. This is an example of which of the following?

social appeal

utilitarian appeal

relational appeal

emotional appeal

informational appeal

d

As a means to reach large numbers of anonymous audience members, USA Today newspapers are considered to be which of the following types of media?

mass media

niche media

utilitarian media

emotional media

transatlantic media

a

HGTV and Home and Gardens magazine fall into which of the following categories of media?

DIY media

Mass media

Niche media

Specialty media

Utilitarian media

c

Coppertone uses a(n) _____ advertising schedule, where it advertises heavily in the months leading up to and during the summer, with no advertising after the season ends.

status quo

pulsing

flighting

seasonal

continuous

c

IKEA advertises throughout the year, but significantly increases its advertising during the back-to-school time frame, thus implementing a(n) _____ advertising schedule.

steady

pulsing

flighting

continuous

status quo

b

The ___ enforces truth in advertising laws and defines deceptive and unfair advertising practices.

The U.S. Postal Service

The Federal Trade Commission

The Federal Communications Committee

The Federal Communications Commission

Food and Drug Administration

b

The slogans "Coolest Video Game," and "World's Best Hamburgers" are examples of _____, which is the legal exaggeration of praise, stopping just short of deception, lavished on a product.

flighting

pulsing

puffery

inflated advertising

cross-promoting

c

In many cases, _____ activities support other promotional efforts by generating "free" media attention and general goodwill.

direct marketing

public relations

personal selling

sales promotion

pulsing

b

Tostito's relationship with the Fiesta Bowl college football game is an example of which PR tool?

Event sponsorship

Cause-related marketing

Public service advertising

Product placement

Product highlighting

a

As a type of sales promotion, _____ encourage trial and reduce consumer risk, although they may negatively impact perceptions of brand value.

coupons

deals

premiums

samples

rebates

b

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

sweepstakes

loyalty program

premium

POP display

rebate

c

The Holiday Inn Priority Club is an example of a_____, which is specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time.

a sampling program

a rebate

a premium

cross promotion

a loyalty program

e

An example of _____ is when American Idol judges are seen drinking Coca-Cola.

event sponsorship

product placement

a premium

a loyalty program

cross marketing

b

J. Crew teaming up with several famous brands, including Belstaff, and Timex, to offer exclusive products in the J. Crew stores and on its website is an example of

sampling.

POP displays.

cross-promoting.

dual marketing.

product placement.

c

One problem facing advertisers is that consumers screen out messages that are not relevant to them.

t

Glenn is using a push strategy to promote his new, self-published financial guidebook. He is directly promoting it to readers in the Wall Street Journal.

f

The three general objectives of advertising are to select, target, and promote.

f

An advertisement stating "Buy now: no money down" is a persuasive-type ad.

t

PSAs typically focus on social marketing objectives.

t

Public Service Announcements (PSAs) represent a form of sales promotion.

f

An advertising campaign's objectives should be specific and measurable.

t

The key to a successful emotional appeal is to create a bond between the consumer and the brand.

t

A pulsing advertising schedule uses periods of heavy advertising followed by periods of no advertising.

f

Isaac wants to measure the effectiveness of his company's advertising campaign. To do so, Isaac will have to assess elements of the campaign before, during, and after the campaign runs.

t

The primary federal agencies that regulate advertising activities in the United States are the DOD, DOE, and WTO.

f

Puffery is not always illegal in the United States under state and federal law.

t

When businesses support cultural or sporting events, such as the Discover Orange Bowl football game, this is known as cause-related marketing.

f

Contests and sweepstakes are both forms of sales promotions, but a contest requires some sort of skill or effort, while a sweepstakes is a drawing of entrants' names.

t

Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product placement.

t

Loyalty programs are sales promotions designed to retain current customers and encourage multiple purchases over time with the promise of a reward or premium.

t

Actress Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes. She was probably objecting to a __________ arrangement the film company had made with an advertiser.

promotional deal

mass media buy

product placement

loyalty program

sampling

c

In the "create advertisements" step when planning and executing an ad campaign, often the execution style for the ad will

determine the pretesting pulse of the ad.

dictate the type of medium used to deliver the message.

determine which push/pull strategy will accompany the ad.

dictate how advertising will be flighted.

all of these.

b

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

unique to the industry.

meaningful to the consumer.

variable over time.

a one-time message.

generally unsustainable.

b

The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins who boogied to the song, "I Heard It Through the Grapevine." The ads, which were hugely popular and which gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of

product-focused advertising.

consumer generated advertising.

public service announcements.

institutional advertising.

push strategies.

d

Ashley was nervous about making the ___________. She knew it was likely to be the largest expense in the advertising budget.

creative decision

media flight plan decision

media mix choice

media buy

monitoring and evaluation plan decision

d

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

informative; persuasive

persuasive; reminder

reminder; persuasive

discussive; informative

institutional; persuasive

b

First Lady Michelle Obama has recorded an ad encouraging parents to teach their children good nutrition habits in order to stem the increase in child obesity. This message is an example of

product-focused advertising.

consumer generated advertising.

a public service announcement.

reminder advertising.

a flighting campaign.

c

Gretchen has just started as a fashion marketing intern for an up-and-coming design firm. When she came in she expected to begin right away implementing the four Ps she had learned about in class. Instead, she was asked to work on a project identifying important events where celebrities might wear the fashions. She soon realized that this activity was part of __________, directly related to marketing.

sales promotions

cause-related marketing

public relations

press release development

a push-pull strategy

c

Reminder advertising is primarily used to

prompt repurchase of a product.

create and build brand awareness.

accelerate market acceptance.

gather information about consumers.

persuade consumers to change existing perceptions.

a

Jami is managing an extended advertising campaign for a local convenience store chain. The campaign includes a series of television, radio, and print messages. As part of monitoring the campaign, Jami will keep track of

the cost of the media buy.

past economic conditions.

planned store expansions in similar markets.

new advertising concepts.

the daily and weekly sales volume.

e

Marketers __________ an advertising campaign in order to ensure that various elements of the campaign will work in an integrated fashion and do what they are intended to do.

pretest

posttest

monitor

flight

pulse

a

Thomas had conducted a thorough pretest before the new ad campaign, so he was fairly sure the elements would work together. A lot was riding on the success of the ad campaign, so he couldn't wait until the campaign was over to see how well it did. During the campaign, he will be monitoring the sales volumes on a daily basis as part of his

cause-related marketing.

economic monitoring.

tracking.

in-flight testing.

simultaneous sampling.

c

Which of the following is NOT true about public relations?

PR has become increasingly important as costs of other forms of marketing communications continue to increase.

Consumers have become increasing skeptical of marketing claims made in conventional media.

Media coverage generated by PR is seen as more credible than paid advertising.

With the growth of the Internet, PR is quickly losing its impact.

Public relations activities often support other promotional efforts.

d

Because PSAs are a special class of advertising, FCC rules require

consumers to listen to them.

court approval before they are aired.

all advertisers to contribute to them.

broadcasters to devote a specific amount of free time to them.

they use only the informative or reminder advertising appeals.

d

The execution style of an advertising message must

match the medium and the objectives.

correspond with globally accepted norms.

include a minimum of puffery and maximum media buy.

selectively pull retailers into the marketing channel.

all of these.

a

Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer. Yesenia's first concern will be to

get consumers' attention.

enlist creative advertising designers.

make sure firms producing sunscreen lotions approve.

collect a petition in support of controls against global warming.

use public relations to buy advertising space.

a

For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a _____________ advertising schedule.

continuous

flighting

pulsing

penetrating

purposeful

a

Yana has identified the target audience for her line of Russian jewelry. For optimum success, she is creating an advertising plan that will

allow her to skip the assessment stage at the end of the campaign.

offer discounts to media as an incentive to carry out her plan.

clarify the specific goals that the advertising is designed to accomplish.

encapsulate her unique selling proposition.

maximize puffery.

c

The __________ is the combination of media used and the frequency of advertising in each medium.

media plan

media buy

media mix

communications tactical plan

communications operational plan

c

Jamara knows that his spring-break travel packages are the best deal on campus. He also knows his competitor is sloppy, often waiting until the last minute to provide the needed tickets and documents to students buying his island packages. Jamara wants to develop an advertising message that emphasizes the key benefits he provides. He will develop a(n) __________ appeal.

emotional

niche marketing

informational

institutional

reminder

c

After identifying the target audience for the university's new advertising campaign, the advertising team needs to decide whether the advertising objective is to __________, __________, or __________ potential and/or existing students.

create, stimulate, or ignore

beg, borrow, or steal

pay, buy, or entertain

inform, persuade, or remind

push, pull, or sell

d

Regina just bought a gourmet bagel store. She is working with a freelance graphic artist who is designing her logo and print advertisements. Regina is spending days looking over the various designs and options. She needs to remember that the creative aspect of advertising design

is everything.

will determine pretesting and posttesting options.

dictates tracking alternatives.

should not overshadow the message.

should always include coupons.

d

An advertisement featuring a cartoon Smokey the Bear saying "only you can prevent wildfires" is an example of a successful

push-and-pull advertisement.

puffery campaign.

sales promotion.

product-focused advertisement.

public service announcement.

e

A _________ is an advertisement that focuses on public welfare issues.

product-focused advertisement

consumer generated advertisement

public service announcement

reminder advertisement

push strategy

c

Neville is trying to create an advertising message that tells consumers how his company's cell, pager, instant messaging, and Internet services differ from other alternatives in the market. Neville is trying to create a(n)

unique selling proposition.

proportional benefit communication.

institutional advertising message.

PSA.

flighting ad strategy.

a

Sarah goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate Paige doesn't read newspapers, let alone look through them for coupons. But Paige filled out a form from inside a cereal box entering her in a drawing for free exercise equipment. What kind of sales promotion reached Paige?

loyalty program

contest

deal

premium

sweepstakes

e

Persuasive advertising is often used when competition

is nonexistent.

is cooperating.

is most intense.

is declining.

is ineffective.

c

A ____________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising.

continuous

flighting

pulsing

penetrating

purposeful

c

When a product has gained a certain level of brand awareness, firms use __________ advertising to motivate consumers to take action.

informative

persuasive

institutional

discussive

reminder

b

The effectiveness of an advertising campaign is assessed during the campaign by

pulsing.

posttesting.

tracking.

flighting.

pretesting.

c

A ____________ advertising schedule uses heavy advertising during some periods followed by periods of no advertising.

continuous

flighting

pulsing

penetrating

purposeful

b

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

develop creative advertising copy.

assess the potential effectiveness of his ad campaign.

buy advertising time.

set explicit and measurable objectives for the campaign.

develop PSAs for distribution in lieu of advertising.

d

The __________ stage of the advertising campaign planning process can be described by the question, "Who are we trying to talk to?"

identifying target audience

setting advertising objectives

conveying the message

assessing the impact

determining the advertising budget

a

Which of the following is the best example of a mass media advertising channel?

Weight Watchers Magazine

Red State Talk Radio (WRS)

Home and Garden TV (HGTV)

USA Today

The Golf Channel

d

An advertising plan is crucial to an ad campaign because it

is the basis for sales commissions.

is required by the accounting department.

offers insights into the creative leadership of mass media buyers.

will later be used to measure the success or failure of the campaign.

stimulates demand for a product category.

d

Gypsy just bought a gift and jewelry store on Main Street. She knows from the previous owner that almost 60 percent of her sales take place during the Christmas holiday season, with the other 40 percent of sales evenly distributed over the rest of the year. Gypsy will probably use a __________ advertising schedule.

continuous

flighting

pulsing

penetrating

purposeful

c

An emotional appeal aims to satisfy consumers'__________, while an informational appeal speaks to consumers'__________.

needs; desires

institutional focus; personal focus

personal desires; utilitarian needs

top-of-the-mind awareness; bottom-of-the-mind reactions

cost-consciousness; imaginations

c

Which of the following is NOT one of the federal agencies that regulate advertising activities?

FDA

FCC

FTC

FRS

USPS

d

Tyler runs a parasailing business on Hilton Head Island, South Carolina. Tyler closes his business in winter when the water gets too cold. Tyler should use a __________ advertising schedule.

continuous

flighting

pulsing

penetrating

purposeful

b

Informative advertising is used to

prompt repurchase of a product.

create and build brand awareness.

trigger an emotional response.

gather information about consumers.

convince consumers to take action.

b

Generally, when advertising to consumers, the objective of an advertising campaign is

a pull strategy—to get the product into stores by having consumers demand it.

a push strategy—to stimulate interest among members of the supply chain.

to win advertising awards.

to offset sales promotion costs.

to maximize media planning.

a

In the early stages of an ad campaign, the objectives are established. To determine if those objectives have been met, the marketer will

posttest.

conduct feedback analysis.

initiate content analysis.

conduct tracking.

arrange for peer analysis.

a

Generally, less money is spent on advertising in B2B markets because

B2B marketing usually involves more personal selling.

B2B marketing is too expensive to use advertising.

business customers prefer coupons.

B2B markets are too homogeneous to use advertising.

publicity is the most effective advertising in B2B markets.

a

One of the advantages of niche media is it often allows marketers to

reach a larger audience than mass media.

use major events like the Super Bowl.

change and personalize messages for different audiences.

sell cooperative advertising space to cosponsors.

spend fewer advertising dollars.

c

Generally speaking, all advertising messages are designed to

meet the needs of society.

inform, persuade, or remind customers.

comply with FCC rules combined with FTC antitrust regulations.

entertain or apprise.

match production scheduling with consumer demand.

b

Which of the following is the best example of a reminder advertising message?

"Buy now, pay later."

"Doing business in Peoria since 1848."

"Better than the rest."

"Now available. The latest fall fashions."

"Serving the public since last Tuesday."

b

After the advertiser has decided on the message, type of ad, and appeal, its attention now shifts to

logistical support.

new product development.

advertising assessment.

determining why they should advertise.

creation of the advertisement.

e

Because advertising is the most visible form of marketing,

many people think of marketing and advertising as synonymous.

it is the most important part of a marketing mix.

everyone prefers to be in advertising.

marketing budgets always emphasize advertising over other forms of communication.

it is the largest source of employment opportunities for marketing graduates.

a

Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her first step will be to

identify the target audience.

set the advertising objectives.

determine the advertising budget.

evaluate and select the media.

create the advertisements.

a

The advertising message admonition, "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes," suggests that advertising messages need to

emphasize technology.

focus on quality.

inform consumers about opportunities.

focus on solving problems.

engage in mild puffery.

d

Content that is distributed through social interactions is referred to as

interactive media.

social media.

an extended network.

social reach.

social communication.

b

Which of the following accurately depicts the activities included in the 4E framework for social media?

Enlighten, Educate, Exhaust, and Evolve

Excite, Entice, Educate, and Employ

Excite, Educate, Experience, and Engage

Encounter, Experience, Engage, and Employ

Enlighten, Excite, Engage, and Evolve

c

Through its Facebook page, a major restaurant chain is offering its customers a Groupon coupon for 50% off the purchase of a meal. In doing so, the restaurant is focusing on which aspect of the 4E framework?

Educating

Enlightening

Experiencing

Employing

Exciting

e

In order to get customers excited about a social media-related offer, the offer must be

innovative and substantial.

timely and broad-based.

relevant to the target market.

isolated and trendy.

general and unique.

c

____________ can only occur if the other 3 E's properly set the stage.

Engaging

Exciting

Educating

Evolving

Employing

a

Considered social butterflies, _____ use social media to enhance and expand their relationships.

creators

bonders

professionals

sharers

creepers

b

Facebook would be categorized as which type of social media?

Thought sharing site

Media sharing site

Professional site

Social network site

Entertainment site

d

Which of the following is a professional site that is designed to allow users to share information about their professional lives with others, post résumés, network with other professionals, and search for jobs?

Google+

LinkedIn

MySpace

FourSquare

Radian6

b

In terms of the 4E framework, a company that utilizes media-sharing sites such as YouTube does so in order to help consumers

experience the company's goods or services.

get excited about trying a good or service.

become active in advertising the company's product.

educate others about the product.

enroll in sweepstakes and contests offered by the company.

a

Which of the following social media outlets would fall under the category of "thought-sharing sites"?

YouTube

Flickr

LinkedIn

Goggle+

Mommy Blogs

e

Twitter is a type of

personal blog.

media-sharing site.

micro blog.

corporate blog.

social network site.

c

How does a micro blog differ from a traditional blog?

A micro blog contains professional content, whereas a traditional blog contains only personal content.

A micro blog is smaller in size—short sentences or short videos—whereas a traditional blog which is typically longer.

A micro blog is categorized as a media-sharing site, whereas a traditional blog is characterized as a thought-sharing site.

A micro blog is utilized by corporations to disseminate product information, whereas a traditional blog is utilized by individuals for social purposes.

A micro blog can be evaluated by social media marketers while a traditional blog cannot.

b

In terms of the 4E framework, mobile marketing can create excitement with consumers at the time of sale by the use of

apps.

blogs.

printed coupons.

videos.

micro blogs.

a

Companies who use location-based apps to build loyalty among customers by making patronage a game are engaging in a process known as

bonding.

locational excellence.

gamification.

segmentation.

value cocreation.

c

"FourSquare" is an example of a _____ "app."

price check

fashion

photo-sharing

gamified

product review

d

Which facet of the 4E framework is best addressed by thought-sharing sites?

Enlighten

Exhaust

Educate

Evolve

Employ

c

Marketers analyze comments posted by consumers on sites such as Facebook and Twitter to assess the favorableness or unfavorableness about a company and its products in a process known as

sentiment analysis.

customer relationship management.

keyword analysis.

value cocreation.

situation analysis.

a

Which of the following is NOT a metric used by social media marketers to analyze data collected from social media?

conversion rate

page views

bounce rate

click paths

cookie tracking

e

The percentage of times a visitor leaves a site almost immediately, such as after viewing only one page is referred to as the _____ rate.

click

bounce

conversion

jump

exit

b

Calvin's company recently launched a campaign to promote a new product. It is Calvin's job to monitor customer feedback from various social media sources to see whether or not the new product is garnering favorable reviews. The technique for measuring this type of data is called ______ analysis.

customer review

situation

sentiment

product

user feedback

c

What is the first step involved in developing and implementing a marketing campaign?

Determine the budget.

Identify the target audience.

Develop the campaign.

Identify a strategy and goals.

Review existing data.

d

John has 168 friends on Facebook, and 58 contacts on LinkedIn. In terms of equity use metrics, these figures would represent John's

extended network.

social reach.

sphere of influence.

collective range.

outward reach.

b

What metrics does the firm Klout use to assess a person's social impact?

social reach, influence, and extended network

likability rating, influence and keyword analysis

immediate network, extended network, and conversion rate

social reach, sentiment analysis, and online usage rate

online usage rate, bounce rate, and click paths

a

Trisha is in I high level management position within social media. She is responsible for identifying what the promotional campaign hopes to achieve and then determining strategies to achieve those goals. Trisha's job is most likely that of

a social media marketing specialist.

a community manager.

a social media strategist.

an advertising specialist.

a search engine marketing specialist.

c

What is the job function of a community manager?

to post articles on relevant websites

to listen and respond to customer feedback

to optimize techniques to increase the organic search rankings for a website

to distribute promotional channels using a range of social media channels

to handle corporate forums and blogs as well as increase traffic to the company's website

e

The term "social media" refers exclusively to social networking sites like Facebook.

f

The focus of all social media efforts targeted at customer interaction is building connections.

t

At this time, few opportunities exist for firms to profit from the ways consumers use social media.

f

Positive engagement through social media often makes customers more profitable for the firm.

t

On social networks, Bonders use social media primarily to become well informed so they can help others.

f

A blog is an example of a thought-sharing site.

t

The best-known microblogging site is Google+.

f

Of the types of social media identified in the text, Flickr is considered a thought-sharing site.

f

About half of smartphone users in the U.S. have used them to make purchases.

t

Smartphone owners tend to be older and more affluent than owners of other types of phones, making them an attractive target market for many firms.

f

"Gamification" refers to the trend in which PC-based games are increasingly available on smartphones.

f

Radian6 specializes in helping firms to engage with their customers in social media. One service Radian6 offers is the analysis of blog posts, Facebook comments, and Twitter feeds to uncover insights about customer attitudes and preferences. This is an example of sentiment analysis.

t

For all Facebook pages, the conversion rate is calculated as the percentage of visitors to the page that click the "Like" button.

f

Keyword analysis refers to the study of people's queries on search engines.

t

The more connections you have on social networks, the greater your social reach.

t

It is not possible to measure an individual's social impact regarding social media usage.

f

What is Google+?

an experimental, advanced search engine

a website where users can work together to create documents

a site offering analytical information about website usage

a social networking site

a video sharing site intended for businesses

d

Alan wants to upgrade his look before a job interview. A friend tells him about a men's clothing line that allows potential customers to virtually try on suits and see what looks best. It even offers an interactive "custom fit" feature. After checking out his options, Alan takes his measurements and orders a suit without ever leaving his office. Virtually trying on a suit provides best describes which of the 4E frameworks?

Engage

Energize

Excite

Experience

Educate

d

Suppose that the Chipotle restaurant chain held a competition offering free food for a year to the customer who visited—and "checked in"—to the largest number of Chipotle restaurants via the FourSquare mobile app. This promotion would be an example of

media sharing.

gamification.

sentiment analysis.

a microblog.

a new social network.

b

Excluding computers, which of the following methods is used by more consumers to access social media?

e-readers

iPads

iPods

mobile phones

GPS units

d

The 4E framework for social media guides marketers in using social media effectively to build and deepen customer relationships. Which of the following is NOT one of the four E's in this framework?

Engage

Energize

Excite

Experience

Educate

b

Dan has a marketing degree, and has experience as a call center operator. He takes a position in which he responds to customer complaints, customer emails and other postings. Dan's position can be described as a(n)

online customer service representative.

social media strategist.

community manager.

blogger.

search engine marketing associate.

a

YouTube is an example of what type of social media site?

microblogging

media sharing

thought sharing

social networking

social bookmarking

b

What is a microblog?

A blog whose owner doesn't post very often.

A blog that supports only links to other posts.

A blog run by a small business.

A blog service that supports only short posts.

A blog that targets a very small consumer group.

d

Twitter can help to build a brand's image by educating and engaging consumers. However, one central issue for companies using Twitter is

limiting the number of tweets per day.

remuneration for posters.

timely management of Twitter accounts.

eliminating negative posts.

confusion with similar products.

c

Jordan loves to read and write. She started a blog about books, including writing hints and book reviews. The readership of her blog gradually increased, and eventually publishers started sending her new books, hoping she would review them. Over time, Jordan's blog has changed from a __________ blog to a __________ blog.

professional; network

professional; personal

personal; professional

personal; social

social; network

c

Which of the following is the definition of social media?

content distributed through social interaction

a collection of websites that support the posting of videos and photos

a group of websites that allow users to establish formal connections

the practice of users forwarding video and photo links to each other

web services that allow users to share their physical locations

a

Michaela is a financial consultant in Manhattan. She uses her commute time to and from work to post comments about recent financial news on LinkedIn and Twitter, but she's much too busy to bother with Facebook. What segment of social networking users does Michaela belong to?

Bonders

Creators

Listeners

Professionals

Sharers

d

Darren has developed a better type of medication vial for travelers. He is not sure how to develop a marketing program for his product, as there are a few similar ones on the market. What technique can Darren use to analyze data from his competitor's websites, particularly to learn how people search for similar products online?

click path data

sentiment analysis

social influence

keyword analysis

budget analysis

d

A Groupon offer for discounted theater tickets was sent to targeted customers who had previously purchased movie or theater tickets. This best describes which of the 4E frameworks?

Engage

Energize

Excite

Experience

Educate

c

Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter, or put another way, by

reacting.

exciting.

engaging.

listening.

educating.

d

Research indicates that positively engaged consumers tend to be

more socially outgoing.

more profitable consumers.

older and wealthier than average.

younger and poorer than average.

more critical consumers.

b

From a marketing perspective, what role is played by professional bloggers?

engaging customers on behalf of companies

introducing new products to the marketplace

sharing videos and photos of products

recruiting employees

reviewing and giving product recommendations

e

While waiting in line to make a purchase at Best Buy, Joanie sees signs reminding her to visit their website for online specials and to sign up right now on her smartphone for the Best Buy Loyalty Rewards Program. Others signs remind her that Best Buy will match competitors' prices on any item they sell. This is an example of which 4E framework?

Engage

Energize

Excite

Experience

Educate

e

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for—making a purchase, subscribing to a service, or donating money, for example. This measure is called the site's

conversion rate.

extended network.

bounce rate.

hits.

click paths.

a

When developing a social media campaign, what is unique about the copy and images to be used?

They need to be humorous.

They need to be updated almost constantly.

They need to feature only young actors.

They must appear only in color (not black and white).

They must appeal to a diverse, multicultural audience.

b

Location-based software and applications can help bring a special offer to customers right on their smartphones when they are in the process of making a purchase decision. This best represents the __________ framework of social media marketing.

engage

energize

excite

experience

educate

c

When someone brags about how many Facebook friends they have, which measure of individual social media influence are they talking about?

influence

extended network presence

social reach

target audience impact

information flow

c

What does a Klout score measure?

click path and bounce rate ratio

media influence

social reach, influence, and extended network

conversion rates

page views and sales

c

Companies that specialize in sentiment analysis are LESS likely to look at __________ for data.

personal blogs

Facebook

Twitter

YouTube

Mommy blogs

d

Which of the following is the most effective technique used by retailers to combat lost sales from price check apps used by customers shopping in brick and mortar stores?

offering mobile applications to check other websites

developing in-store demonstration kiosks for big ticket items

roaming salespeople with smartphones who can immediately price match competitors

advertising on Flickr and YouTube

using FourSquare to build customer patronage

c

The final step in the process of creating a social media campaign is to

develop a budget.

identify the target audience.

set goals.

design the elements of the campaign.

monitor the program.

e

According to the text, which of the following has the highest Klout score?

iPad mini

Ashton Kutcher

President Barack Obama

True Blood

Justin Bieber

e

Suppose that Burger King wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers. This could be done using

Google Analytics.

sentiment analysis.

click path analysis.

keyword analysis.

gamification.

b

One measure of traffic from visitors on sites, the total page requests, is measured in units called

clickers.

hits.

paths.

tweets.

impressions.

b

LinkedIn is an example of what type of social media site?

microblogging

media sharing

thought sharing

social networking

social bookmarking

d

Social media first began to get more professional and offer more to users

just after its invention phase in the early 1990s.

at the turn of the twentieth century, during its industrialization phase.

when Apple launched the first App Store.

in the last few years, during its entrepreneurial phase.

in 2011-2012, when the market became flooded with smartphones.

b

When a company that uses social media runs a contest online, it will measure its effectiveness in a variety of ways. One such measure is the conversion rate. The conversion rate for the contest promotion would be

the number of people who entered the contest.

the number of people who entered the contest plus the number of people who visited the page describing the contest.

the number of people who visited the page describing the contest.

the percentage of visitors to the page describing the contest who entered the contest.

the percentage of fans of the company's page who learned about the contest.

d

Lauren decides to use Twitter to market her hand-painted scarves to other women on her campus. She sets up a Twitter account with the name @uniquedesignsbylauren, and posts this on her Facebook page, making sure to tweet every few days. Soon Lauren is selling a lot of scarves. Lauren's Twitter account is an example of

microblogging.

media-sharing.

thought sharing.

professional networking.

social bookmarking.

a

Facebook is the only social networking site Jana uses. She spends about half an hour a day there staying in touch with her children, her grandchildren, and several friends she has known since high school. What segment of social networking users does Jana belong to?

Bonders

Creators

Listeners

Professionals

Sharers

a

Jeri is a software developer who has worked in IT for the past ten years. She stays up to date on the latest technologies. Whenever one of her Facebook friends asks a question about technology—such as a request for help with a software problem, or a request for a product recommendation—Jeri always makes time to respond. What segment of social networking users does Jeri belong to?

Bonders

Creators

Listeners

Professionals

Sharers

e

How is the cost to companies and entrepreneurs using Google Analytics calculated?

a few cents per 100 hits

correlated to conversion rates of website

flat fee

free for individuals; corporate rates based on usage

free for everyone

e

What is the appeal of Pinterest to marketers?

allows big-box stores to compete on a cost-basis with online retailers

helps create exclusive merchandise for retailers

creates excitement about service or products through gamification

generates customer engagement with products

allows markets to receive unlimited product exposure from fans

e

Ask.com is a website that invites site users to ask questions to be answered by other users. Questions cover a wide range of topics, from "How do I get rid of blemishes overnight?" to "What does the Federal Reserve do when it wants to increase the quantity of money in circulation?" Site visitors rate the various answers provided, and answers are displayed according to their ratings. Which segment of social networking users would be most likely to enjoy answering questions on Ask.com?

Bonders

Creators

Listeners

Professionals

Sharers

e

Gene's Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle. But the site's most-used feature is its user blog in which customers—both satisfied and unsatisfied—talk about products they have purchased and the service received at Gene's. The user blog best describes which of the 4E frameworks for the store's customers?

Engage

Energize

Excite

Experience

Educate

a

__________ are a measure that indicates what percentage of potential customers act as the marketer hopes, either by clicking, buying, or donating.

Sentiment rates

Conversion rates

Bounce rates

Keyword rates

Mobilization rates

b

Carol loves to experiment with unique uses of computer animation. Every time she finishes a project, she uploads a video to YouTube and then posts the link on a variety of social networks where she participates. What segment of social networking users does Carol belong to?

Bonders

Creators

Listeners

Professionals

Sharers

b

Karlie likes to post fancy cupcakes and cookies on Pinterest. She also posts pictures of fun kitchen equipment in sherbet colors, and looks for baking ideas and equipment. What type of social media site is Karlie using?

microblogging

media-sharing

thought-sharing

social networking

social bookmarking

b

When measuring social media effectiveness, one important measure is the number of people in an individual's social networks. This is referred to as

influence.

the extended network.

social reach.

target audience.

information flow.

c

Brad just completed an advanced degree and was able to land a job creating social media marketing campaigns, and then measuring the results. Brad's new job most likely has the title of

online customer service representative.

social media strategist.

community manager.

blogger.

search engine marketing associate.

b

When measuring social media effectiveness, we observe that some people's posts and other content get a higher-than-average amount of attention from the people in their network. These people are said to have a higher degree of

influence.

extended network presence.

social reach.

target audience impact.

information flow.

a

Southwest Airlines operates a blog called "Nuts About Southwest." A group of employees share the responsibility for posting items of potential interest to customers—for example, short videos about Southwest's travel destinations, articles (with photos) about special events, and news about airline promotions. "Nuts About Southwest" is an example of a

corporate blog.

network blog.

personal blog.

professional blog.

social blog.

a

Julian and his friends log into an app at the mall. They follow a series of challenges in participating stores, which include snapping pictures of different products and bumping phones with other shoppers. The winner receives a coupon for the food court. What game are they participating in?

Snapette

NOWNESS

Pose

SCVNGR

Snapchat

d

Suppose that Nike wanted to use Facebook to increase awareness of a new line of tennis shoes. Which of the following methods would allow Nike to specifically target Facebook users who have mentioned tennis in their profiles?

Uploading a coupon to the Nike fan page.

Encouraging Facebook users to "like" the Nike page so their friends will see this action.

Placing a Facebook ad.

Creating a Facebook tab allowing users to view the tennis clothing within Facebook.

Placing a Facebook link on the Nike corporate website.

cq

Which segment of social media users would be most likely to use Facebook to post frequently about the day-to-day details of their lives, and to comment on similar details posted by their friends?

Bonders

Creators

Listeners

Professionals

Sharers

a

Jessica is still in college, but is very motivated to earn some extra money in her spare time. She is quite knowledgeable regarding politics, and was hired by a candidate to generate student interest by posting online articles on student-read sites. Jessica's new job most likely has the title of

online customer service representative.

social media strategist.

community manager.

blogger.

search engine marketing associate.

d

_____ is the two-way flow of communication between a buyer or buyers and a seller that is designed to influence the buyer's purchase decision.

Integrated marketing

Personal selling

Advertising

Role playing

Marketing communication

b

Personal selling adds value in each of the following ways EXCEPT by

educating customers and providing advice.

saving the customer time.

making things easier for customers.

building long-term strategic relationships with customers.

consistently lowering prices below competitors.

e

When UPS is adding to its fleet of planes, Boeing's sales team adds value most directly by _____, addressing technical aspects of new aircraft, as well as the economic justification for the purchase.

providing information and advice

saving time and simplify buying

building relationships

reducing marketing costs

increasing profitability

a

When the National Association of Realtors' national awareness campaign emphasizes that realtors know how to more efficiently market a client's property than an owner can by himself, it is highlighting which value of personal selling?

Matching supply with demand

Saving time and simplify buying

Building relationships

Reducing marketing costs

Leveraging contacts

b

Evaluating a list of prospective customers, assessing their potential to purchase a product is called

generating leads.

qualifying leads.

cannibalization assessment.

propensity for marketing.

evaluation likelihood.

b

Salespeople who already have an established relationship with a customer will skip this step; it is not used extensively in retail settings, but it is in B2B situations.

Generate and qualify leads

Preapproach

Sales presentation and overcoming reservations

Closing the sale

Follow-up

a

The annual International Consumer Electronics Show (CES) in Las Vegas is an example of a(n) _____ show, which is an event attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry.

sales

profession

order-taking

trade

order-getting

d

_____ is a method of prospecting where sales people telephone or go to see potential customers without appointments.

Cold calling

Role playing

Telemarketing

Lead generating

Relationship selling

a

After the salesperson has learned about the customer during the qualification stage, in the _____ step additional research is conducted and plans are made for meeting with the customer.

Follow-up

Preapproach

Qualifying leads

Sales presentation

Overcoming reservations

b

Although reservations can arise during each stage of the selling process, they are very likely to occur during the

generation and qualification of leads stage.

preapproach.

sales presentation.

closing of the sale.

follow-up.

c

The _____ step in the selling process is often stressful for salespeople, since one of the possible outcomes is that the salesperson goes away empty-handed.

follow-up

preapproach

closing the sale

sales presentation

overcoming reservations

c

The _____ offers a prime opportunity for a salesperson to solidify the customer relationship through great service quality.

qualify leads stage

preapproach

sales presentation

closing of the sale

follow-up

e

The planning, direction, and control of personal selling activities, including recruiting, selecting, training, motivating, compensating, and evaluating, as they apply to the sales force is part and parcel of

integrated marketing.

a corporate culture.

sales management.

sales support.

selling teams.

c

Salespeople who sell a manufacturer's products on an extended contract basis but are not employees of the manufacturer are known as

cold callers.

order takers.

order getters.

manufacturer's reps.

contract employees.

d

A salesperson whose primary responsibilities are identifying potential customers and engaging those customers in discussions to attempt to make a sale are called

cold callers.

manufacturer's reps.

independent reps.

order getters.

order takers.

d

A(n) _____ is a salesperson whose primary responsibility is to process routine orders or reorders or rebuys for products.

cold caller

order taker

order getter

manufacturer's rep

inside sales rep

b

When Best Buy customers experience computer problems, the company offers a Geek Squad for door-to-door service as well as in-store assistance. The Geek Squad fulfills the role of

order takers.

retailer reps.

independent reps.

manufacturer's reps.

sales support personnel.

e

A desirable personal trait of good salespeople is _____, where they care about their customers, their issues, and their problems.

personality

optimism

resilience

self-motivation

empathy

e

Managers and sales experts have identified each of the following personal traits as most important when recruiting salespeople. Which of the following is NOT one of those traits?

personality

optimism

resilience

self-motivation

speaking skills

e

Which of the following is a form of salesperson compensation whereby payment is based on sales volume or profitability?

Salary

Commission

Bonus

Sales Contest

Awards

b

Which of the following is an effective form of nonfinancial compensation provided to salespeople?

Salary

Commission

Bonus

Sales Contest

Awards

e

To maintain trustworthy customer relationships, companies must take care that they respect the _____ comfort zone, that is, the amount of information a customer feels comfortable providing.

information

ethical

physical

public

disclosure

a

Equal employment opportunity laws make it unlawful to discriminate against a person in hiring, promotion, or firing because of race, religion, nationality, sex, or

age.

income.

education.

family size.

country of birth.

a

If an insurance company encourages its salespeople to intentionally mislead potential customers about damage from flooding due to hurricane damage, who could be susceptible to legal action for the deceptive practice?

The insurance company.

The salesperson.

The federal government.

The company and the salesperson.

The federal government and the insurance company.

d

Most important in dealing with ethical and legal issues between the customer and the salesperson is for sales managers to

lead by example.

hire only independent agents to reduce company liability.

not lose valuable sales time to training.

only look at sales profitability numbers.

recruit salespeople who always put the company interests ahead of ethical concerns.

a

Almost everyone is engaged in some form of selling.

t

One of the benefits of careers in sales is flexibility in scheduling.

t

One of the major responsibilities of being a sales rep is being the frontline emissary for his or her firm.

t

Firms that use personal selling do so because the benefits exceed the costs.

t

The sales process always proceeds through each of the five steps.

f

Potential customers are called marks.

f

Geraldine is in NEC's sales training program. She will probably be taught that all a salesperson needs to do is ask questions.

f

Manufacturers' representatives are a firm's senior sales employees.

f

Marketing executives, by a seven to one margin, believe that salespeople are born, not made.

f

The three main types of financial rewards for sales representatives are salaries, commissions, and bonuses.

t

If you had a small business and needed a sales force but did not wish to hire anyone, you could use the services of an independent agent.

t

If it is a company's policy to intentionally mislead potential customers about some aspect of a product, a sales rep that carries out this policy by misleading the customer can be held legally accountable.

t

It is the company's responsibility, not the salesperson's, to ensure that all dealings with the customer are ethical and legal.

f

Sales is among the highest-paying careers for college graduates.

t

The first step in the personal selling process is the preapproach.

f

Mary visited an office building and went door to door to hand out business cards and sell office products. Mary was making cold calls.

t

Marketing Test 5 - Subjecto.com

Marketing Test 5

Your page rank:

Total word count: 11577
Pages: 42

Calculate the Price

- -
275 words
Looking for Expert Opinion?
Let us have a look at your work and suggest how to improve it!
Get a Consultant

Home Depot hired an advertising agency to develop television ads for its grand opening in Southern Maine. The advertising agency represents which of the following components of the communication process?

Sender

Transmitter

Communication channel

Receiver

Feedback

b

Based on the recommendation of its advertising agency, Home Depot chose to advertise on HGTV. In this situation, HGTV represents which component of the communication process?

Transmitter

Communication channel

Receiver

Feedback

Noise

b

When designing in-store signage, retailers often develop yellow signs and shelf tags with bold lettering to catch consumers’ attention. The use of visuals in this manner represents the _____ component of the communication process.

communication channel

receiver

feedback

encoding

sender

d

In the communication process, _____ refers to the process by which the receiver interprets the sender’s message.

encoding

decoding

feedback

aided recall

noise

b

Macy’s is conducting marketing research to determine whether or not its advertising message could be clearly understood by its customers. This relates to which component of the communication process?

sender

receiver

encoding

feedback loop

communication channel

d

The AIDA model is also known as the _____ model.

think, feel, say

think, say, do

think, feel, do

feel, like, do

like, think, feel

c

Harley Davidson has _____ if a consumer responds "Harley" when asked about American-made motorcycles.

limited recall

interest

prompted recall

limited awareness

top-of-mind awareness.

e

The highest level of awareness is

interest.

aided recall.

lagged effect.

brand awareness.

top-of-mind awareness.

e

After the firm has piqued the interest of its target market, the goal of subsequent IMC messages should move the consumer from "I like it" to

"I am aware of it."

"What is it?"

"I need more information."

"I want it."

"I know what it is."

d

The fact that a particular advertisement might not cause a consumer to make an immediate purchase is referred to as

aided recall.

unaided recall.

a lagged effect.

delayed awareness.

top-of-mind awareness.

c

The U.S. Government promoted public participation in the 2010 Census during the televised Super Bowl game in its efforts is to raise awareness of the when and how the Census works. This is an example of which of the following promotional elements?

Advertising

Public relations

Sales promotions

Personal selling

Direct marketing

a

Traditionally, advertising has been _____ and _____.

passive; reciprocal

passive; online

interactive; offline

interactive; online

passive; offline

e

To support the other promotional efforts, firms use _____ to generate "free" media attention.

direct marketing

public relations

personal selling

sales promotion

advertising

b

Sales promotions such as free samples and point-of-purchase displays, are designed to build

long-term sales.

short-term sales.

customer loyalty.

brand image.

brand attitudes.

b

Personalized e-mail marketing is an example of an online, passive form of persuasive communication, which would be classified as an example of

advertising.

direct marketing.

personal selling.

public relations.

sales promotions.

b

Omaha Steaks sending e-mail coupons for items that customers have purchased previously and mailing slick pictures of gourmet steaks and meal packages to addresses that have received orders in the past is an example of

advertising.

public relations.

personal selling.

direct marketing.

sales promotions.

d

The _____ method determines the budget required to undertake specific tasks to accomplish communication objectives.

task

available budget

objective-and-task

rule-of-thumb

competitive parity

c

Since her firm’s share of the market has increased from 2.5% to 3%, Allyson had determined she would set her share of communication expenses at 3% of sales, which is an example of the use of the _____ method.

objective

rule-of-thumb

objective-and-task

competitive parity

percentage of sales

d

Limitations of the _____ budgeting method include not allowing firms to exploit the unique opportunities or problems they confront in a market. If all competitors use this method to set communication budgets, their market shares will stay approximately the same over time.

available budget

rule-of-thumb

objective-and-task

percentage of sales

competitive parity

e

Jacob determined one of the metrics he would use to gauge the level of exposure his marketing message had with his target market was the number of times the target was exposed to his message throughout the 6 weeks of the campaign, representing its

reach.

frequency.

relevance.

gross rating points.

return on investment.

b

Nathan gauged the level of exposure to his marketing campaign using the percentage of the target population exposed at least once to his advertisement, representing its

reach.

frequency.

relevance.

gross rating points.

return on investment.

a

Which of the following formulas is accurate for calculating gross rating points (GRP)?

impressions multiplied by frequency

reach multiplied by impressions

reach multiplied by frequency

reach divided by impressions

reach divided by frequency

c

Google’s AdWords system provides a Quality Score as a measure of _____, which indicates the usefulness of an ad message to consumers doing a Google search.

reach

frequency

impressions

relevance

cost per click

b

_____ is/are the number of times an ad appears in front of the user.

Frequency

Reach

Impressions

Relevance

Clicks

c

If a sponsored link was delivered 100 times and 10 people clicked on it, then the number of impressions is 100, the number of clicks is 10, and the click-through-rate (CTR) would be

10%.

100%.

1%.

0 %.

15%.

a

As the number of communication media has increased, the task of understanding how best to reach target customers has become easier.

f

Encoding means converting the sender’s ideas into a message, which could be verbal, visual, or both.

t

Though a picture may be worth a thousand words, the most important facet of encoding is not what is received but what is sent.

f

If there is a difference between the message that is sent and the message that is received, it is probably due to noise.

t

The sender of an integrated marketing communication controls the meaning individual receivers take from the message.

f

Though advertising experts wish it were true, there is not always a direct link between a particular marketing communication and a consumer’s purchase.

t

Even the best marketing communication can be wasted if the sender does not gain the attention of the consumer.

t

If the marketing communication has piqued the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from "I want it" to "I like it."

f

"Top-of-mind awareness" is when consumers indicate that they know the brand when the name is presented to them.

f

Encoding means converting the sender’s ideas into a message, which could be verbal, visual, or both.

t

Public relations is the component of IMC that has received the greatest increase in aggregate spending.

f

Mobile marketing involves marketing to customers through wireless handheld devices such as mobile phones.

t

Because the goals of IMC are only part of the overall promotional plan, they do not need to be explicit or measurable.

f

It may take several exposures to marketing communications before consumers are moved to buy.

t

Personal selling can only be successful through the use of print, newspapers, and radio.

f

Gross Rating Points (GRP) measure how often the audience is exposed to a communication within a specified period of time.

f

Frequency describes the percentage of the target population exposed to a specific marketing communication, such as advertisement, at least once.

f

When Yolanda asked her firm’s advertising agency to estimate how often consumers saw her firm’s IMC message and what percentage of the target audience was exposed to the message, she was told the reach was 40, the frequency was 4, and the competitive parity was 10. The gross rating points for her firm’s campaign were

160.

1600.

400.

40.

The answer cannot be determined from this information.

a

The sender of an integrated marketing communication

must work with the advertising specialists to ensure all recipients interpret the message accurately.

can assess the manner in which receivers interpret the message through gross rating points.

has little control over what meaning any individual receiver will take from the message.

controls the meaning all receivers take from the message.

should attempt to control how the message is received.

c

The right communication channel to use in IMC is

the traditional channel used in that particular retail sector.

network advertising, local newspapers, and regional radio stations.

the one that will connect to the desired recipients.

the one with the best encoding capabilities.

the one that maximizes decoding difficulty.

c

As the number of communication media has increased, the task of understanding how best to reach target customers has

shifted from creating a value proposition to revising a value proposition.

increased the use of rule-of-thumb targeting.

become easier.

focused on reducing the lagged effect of marketing communications.

become more complex.

e

Compared to other IMC alternatives, advertising is extremely effective for

closing a sale.

efficient message decoding.

reducing the potential for noise.

creating awareness and generating interest in a product.

repositioning consumers in the AIDA model.

d

In the AIDA model,

advertising leads to interest, which hopefully leads to desire and then, action.

awareness leads to integration, which hopefully leads to desire and then, action.

awareness leads to interest, which hopefully leads to desire and then, action.

awareness leads to interest, which hopefully leads to desire and then, attention.

awareness leads to interest, which hopefully leads to determination and then, action.

c

In the AIDA model, the "think" stage is the ________________ stage.

Awareness

Action

Interest

Desire

Intention

a

Loretta would like to know which, if any, of her firm’s IMC efforts are working. She could use all of the following EXCEPT _______________ to provide feedback from her efforts.

sales data

complaints

compliments

redemption rates for coupons or rebates

the channel

e

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

the receiver.

the product.

evaluation of the results.

the company.

event sponsorship.

c

If you send an email and include a link, you can track how many people took the desired action of clicking on the link. This is known as

the click-through rate.

impressions.

frequency.

gross rating points.

reach.

a

In the IMC process, noise can occur as a result of lack of message clarity, a poor choice of medium, or

competing messages.

an extended feedback loop.

indirect encoding.

inhibited decoding.

excessive reach.

a

Which statement best describes personal selling?

It involves a larger audience than advertising.

It is primarily indirect communication.

It is primarily informational communication, as compared to advertising, which involves persuasive communication.

It is the two-way flow of communication between a buyer and a seller.

It involves encoding while advertising involves only decoding.

d

A major factor contributing to the growth in the use of direct marketing IMC efforts is

reduced government regulation of deceptive advertising practices.

expanded use of personal selling.

a shift from objective-and-task to rule-of-thumb budgeting.

increased use of credit and debit cards, and online shopping by consumers.

the reduction in IMC noise allowing for a decreased lagged effect.

d

Though advertising experts wish it were true, there is not always a direct link between a particular marketing communication and

supply chain effectiveness.

enhanced decoding processes.

a consumer’s purchase.

the level of noise in the IMC channel.

the reach/frequency ratio.

c

Julie is developing a budget for her firm’s IMC program. First she sets objectives. Then she chooses media, and finally she determines the cost for each product to be promoted. Julie is using the ___________________ method of establishing an IMC budget.

reach and frequency

track and decode

objective-and-task

rule-of-thumb

sender-receiver

c

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

expanding customer loyalty by closing the feedback loop.

increasing market share, sales, and customer loyalty.

increasing inquiries, awareness, and trial of her firm’s services.

shifting customers to rule-of-thumb budgeting.

increasing the lagged effect.

c

Jim was asked to determine the ROI for a particular advertising effort. To do so, he needs to know

the internal rate of return and the projected expenditure level.

the total number of units sold and the total cost of sales.

sales revenue and advertising cost.

gross margin and advertising cost.

the advertising cost and the total communications expenditures.

c

Yolanda asked her firm’s advertising agency to estimate how often consumers saw her firm’s IMC message and what percentage of the target audience was exposed to the message. Yolanda is asking for _____________________ data.

parity and affordability

sales and promotion

attitude change

rule-of-thumb

frequency and reach

e

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

decoding decomposition effect

lagged effect

noncommittal affect

viral effect

click-through delay

b

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

noise

pre-testing

precoding

encoding

feedback

e

Reaching the right audience with marketing communications is becoming more difficult because

consumers are bored.

government regulations are constraining free speech.

personal selling is becoming less expensive, making it more competitive with advertising.

the media environment has become more complicated.

the AIDA model is no longer an accurate representation of how marketing communication works.

d

_______________ refers to a potential customer’s ability to recall that the brand name is a particular type of retailer, product, or service.

Product familiarity

Brand association

Brand awareness

Marketing recall

Cognitive association

c

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

feedback loop

sender

transmitter

communication channel

receiver

d

Carlos owns a chain of retail electronic stores. He is evaluating how he allocates his firm’s IMC budget. He receives offers from a variety of advertising media, spends money on his firm’s public relations efforts, and is considering electronic media alternatives. Carl recognizes that each IMC alternative

will stand on its own.

is part of the whole.

is part of noncommercial free speech.

is less important than stealth marketing.

is dictated by the nature of the supply chain.

b

Sally could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as

aided recall.

unaided recall.

top-of-mind awareness.

brand preference.

brand indifference.

a

If marketing communications are effective, they will

result in purchases by some consumers receiving the communications.

offset any negative publicity the firm may have received.

minimize the number of communication channels used by the firm.

generate interest in the product in over half the consumers who receive the communications.

include all steps of the AIDA model with equal weighting to each step.

a

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

the integrator

the sender

the transmitter

the communication channel

the receiver

b

Personal selling is an especially important part of IMC in

business-to-business markets.

cause-related marketing.

event sponsorships.

stealth marketing.

Web tracking.

a

___________ means converting the sender’s ideas into a message, which could be verbal, visual, or both.

Decoding

Integrated marketing communications

Precoding

Encoding

Tracking

d

The goal of any marketing communication is to

maximize sales.

increase public relations click-through rates.

overwhelm negative publicity with commercial speech.

replace cause-related marketing with non-cause-related marketing.

get the right message to the right audience through the right media.

e

Julia is driving down Interstate 95 on her way from New England to Florida and sees a billboard saying "South of the Border Restaurant and Motel is just 100 miles away." Julia has never heard of South of the Border before. After seeing the sign, she will most likely need additional exposure to the product before deciding whether to stop at South of the Border. This is an example of

rejection of advertising.

subliminal advertising.

product underwhelm.

IMC strategy.

the lagged effect.

e

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

reach and frequency

track and decode

objective-and-task

rule-of-thumb

sender-receiver

d

To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and

the number of destinations.

the number of impressions.

the cost per click.

how much time consumers spend viewing the ad or page.

the total number of clicks recorded by the industry.

b

An ad for Bud Light ran six times during a recently televised football game. When measuring IMC results for this ad, six would be the _____ for this telecast.

frequency

reach

gross rating points

ROI

click-through rate

a

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this

the primacy effect.

aided recall.

top-of-mind awareness.

category dominance.

elevated awareness.

c

Sales data, complaints, compliments, and redemption rates for coupons and rebates are types of ________________ marketers use to assess the effectiveness of their IMC efforts.

decoding

pre-testing

feedback

simulations

encoding

c

Which of the following is NOT one of the steps in the AIDA model?

Awareness

Intention

Action

Desire

Interest

b

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

media advertising.

direct marketing.

public relations.

sales promotions.

publicity.

b

Firms can use _____________ to bring customers together to share experiences around the products.

surveys

social media

consumer outlets

brand associations

public relations

b

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

generate consumer action.

offer testimonials from past consumers.

determine the level of desire needed to sustain action.

gain the attention of the consumer.

stimulate interest among stealth marketing consumers.

d

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

publicity to public relations.

personal selling to advertising.

integrated marketing communications to disintegrated marketing communications.

stealth marketing to viral marketing.

advertising to direct marketing and website development.

e

Advertising agencies often provide the IMC function of comparing their customer’s target audience with the viewer, listener, or reader profile of the communication channel being considered. The agency is most likely trying to avoid noise problems associated with

competing messages.

lack of clarity in the message.

a poor choice of medium.

an extended feedback loop.

a flaw in the medium.

c

Lamar is assessing the long-term effectiveness of his firm’s IMC efforts. He will probably analyze the firm’s success in

expanding customer loyalty by closing the feedback loop.

increasing market share, sales, and customer loyalty.

increasing inquiries, awareness, and trial of her firm’s services.

shifting customers to rule-of-thumb budgeting.

increasing the lagged effect.

b

Marketers often use focus groups to learn how consumers interpret their IMC messages. Experience has shown that

effective branding requires marketers to encode messages the same way for each market segment.

each receiver decodes IMC messages in his or her own way.

action is taken before desire and interest are determined.

marketers can almost always use the same message for all audiences.

messages are decoded in the manner intended by the encoder.

b

Sales promotions include all of the following EXCEPT

coupons.

rebates.

online ads.

point-of-purchase displays.

free samples.

c

Which of the following is NOT a communication channel used in the IMC process?

Radio

Television

Newspaper

Internet

Supply chain

e

The basic goal of integrated marketing communications is to

communicate the value proposition to the target market.

create desire.

manipulate consumers.

outspend competitors.

tell the world about your company.

a

In the IMC communication process, the _____________________ is the person who reads, hears, or sees and processes the message being communicated.

medium

sender

transmitter

communication channel

receiver

e

Once the marketing communication has captured the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from

"I want it" to "I like it."

action to desire.

"I like it" to "I want it."

awareness to action.

feeling to thinking.

c

Integrated marketing communications include all of the following EXCEPT

personal selling.

advertising.

public relations.

supply chain management.

direct marketing.

d

Which of the following is NOT an aspect of advertising?

It must be carried by some medium.

Legally, the source of the message must be known or knowable.

It is a persuasive form of communication.

It is used to only sell products.

It is not free.

d

Which of the following is the first step in planning and executing an advertising campaign?

Convey the message.

Create the advertisements.

Determine the advertising budget.

Identify the target market.

Set the advertising objectives.

d

A(n) _____ is a subsection of the firm’s overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the advertising campaign, clarifies a specific strategy for accomplishing those objectives, and indicates how the firm can determine whether the campaign was successful.

informational appeal

advertising plan

push strategy

promotional plan

publicity strategy

b

It is in the _____ step of the process of developing an advertising campaign that the metrics are articulated against which advertising success or failure of the campaign is measured.

Convey the message

Identify the target market

Create the advertisements

Set the advertising objectives

Determine the advertising budget

d

When introducing new products, Quaker Oats uses a _____ strategy by offering retailers discounts on the products along with point-of-purchase displays to motivate them to highlight the product.

pull

push

reminder

persuasive

informative

b

When a company wants to create and build brand awareness, it would use _____ advertising.

informative

persuasive

reminder

push

pull

a

Firms often use _____ advertising to convince consumers to take action such as switching brands, trying a new product, or even continuing to buy the advertised product.

pull

push

reminder

persuasive

informative

d

As a product in the maturity stage of its life cycle, chewing gum brands would most likely require the use of _____ advertising to prompt purchases.

informative

persuasive

reminder

push

pull

c

The "Beef, It’s What’s for Dinner" campaign to encourage beef consumption is an example of _____ advertising.

relational

institutional

public service

attribute-based

product-focused

b

The "Indoor Tanning is Out" campaign is designed to raise awareness of the increased risk of melanoma, the deadliest form of skin cancer, and decrease usage of tanning salons. This is an example of _____ advertising.

relational

institutional

public service

attribute-based

product-focused

c

Exxon Mobil uses a(n) _____ appeal when it explains technical aspects of its products, such as lithium ion batteries, hydrogen technology, biofuels, and CO2 capture technologies.

candid

emotional

engineering

informational

contemporary

d

Bowflex and Jenny Craig develop advertisements featuring celebrities to address its target market’s need for feeling good about themselves. This is an example of which of the following?

social appeal

utilitarian appeal

relational appeal

emotional appeal

informational appeal

d

As a means to reach large numbers of anonymous audience members, USA Today newspapers are considered to be which of the following types of media?

mass media

niche media

utilitarian media

emotional media

transatlantic media

a

HGTV and Home and Gardens magazine fall into which of the following categories of media?

DIY media

Mass media

Niche media

Specialty media

Utilitarian media

c

Coppertone uses a(n) _____ advertising schedule, where it advertises heavily in the months leading up to and during the summer, with no advertising after the season ends.

status quo

pulsing

flighting

seasonal

continuous

c

IKEA advertises throughout the year, but significantly increases its advertising during the back-to-school time frame, thus implementing a(n) _____ advertising schedule.

steady

pulsing

flighting

continuous

status quo

b

The ___ enforces truth in advertising laws and defines deceptive and unfair advertising practices.

The U.S. Postal Service

The Federal Trade Commission

The Federal Communications Committee

The Federal Communications Commission

Food and Drug Administration

b

The slogans "Coolest Video Game," and "World’s Best Hamburgers" are examples of _____, which is the legal exaggeration of praise, stopping just short of deception, lavished on a product.

flighting

pulsing

puffery

inflated advertising

cross-promoting

c

In many cases, _____ activities support other promotional efforts by generating "free" media attention and general goodwill.

direct marketing

public relations

personal selling

sales promotion

pulsing

b

Tostito’s relationship with the Fiesta Bowl college football game is an example of which PR tool?

Event sponsorship

Cause-related marketing

Public service advertising

Product placement

Product highlighting

a

As a type of sales promotion, _____ encourage trial and reduce consumer risk, although they may negatively impact perceptions of brand value.

coupons

deals

premiums

samples

rebates

b

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

sweepstakes

loyalty program

premium

POP display

rebate

c

The Holiday Inn Priority Club is an example of a_____, which is specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time.

a sampling program

a rebate

a premium

cross promotion

a loyalty program

e

An example of _____ is when American Idol judges are seen drinking Coca-Cola.

event sponsorship

product placement

a premium

a loyalty program

cross marketing

b

J. Crew teaming up with several famous brands, including Belstaff, and Timex, to offer exclusive products in the J. Crew stores and on its website is an example of

sampling.

POP displays.

cross-promoting.

dual marketing.

product placement.

c

One problem facing advertisers is that consumers screen out messages that are not relevant to them.

t

Glenn is using a push strategy to promote his new, self-published financial guidebook. He is directly promoting it to readers in the Wall Street Journal.

f

The three general objectives of advertising are to select, target, and promote.

f

An advertisement stating "Buy now: no money down" is a persuasive-type ad.

t

PSAs typically focus on social marketing objectives.

t

Public Service Announcements (PSAs) represent a form of sales promotion.

f

An advertising campaign’s objectives should be specific and measurable.

t

The key to a successful emotional appeal is to create a bond between the consumer and the brand.

t

A pulsing advertising schedule uses periods of heavy advertising followed by periods of no advertising.

f

Isaac wants to measure the effectiveness of his company’s advertising campaign. To do so, Isaac will have to assess elements of the campaign before, during, and after the campaign runs.

t

The primary federal agencies that regulate advertising activities in the United States are the DOD, DOE, and WTO.

f

Puffery is not always illegal in the United States under state and federal law.

t

When businesses support cultural or sporting events, such as the Discover Orange Bowl football game, this is known as cause-related marketing.

f

Contests and sweepstakes are both forms of sales promotions, but a contest requires some sort of skill or effort, while a sweepstakes is a drawing of entrants’ names.

t

Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product placement.

t

Loyalty programs are sales promotions designed to retain current customers and encourage multiple purchases over time with the promise of a reward or premium.

t

Actress Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes. She was probably objecting to a __________ arrangement the film company had made with an advertiser.

promotional deal

mass media buy

product placement

loyalty program

sampling

c

In the "create advertisements" step when planning and executing an ad campaign, often the execution style for the ad will

determine the pretesting pulse of the ad.

dictate the type of medium used to deliver the message.

determine which push/pull strategy will accompany the ad.

dictate how advertising will be flighted.

all of these.

b

Walmart’s "Everyday low prices" selling proposition is effective primarily because it is

unique to the industry.

meaningful to the consumer.

variable over time.

a one-time message.

generally unsustainable.

b

The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins who boogied to the song, "I Heard It Through the Grapevine." The ads, which were hugely popular and which gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of

product-focused advertising.

consumer generated advertising.

public service announcements.

institutional advertising.

push strategies.

d

Ashley was nervous about making the ___________. She knew it was likely to be the largest expense in the advertising budget.

creative decision

media flight plan decision

media mix choice

media buy

monitoring and evaluation plan decision

d

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

informative; persuasive

persuasive; reminder

reminder; persuasive

discussive; informative

institutional; persuasive

b

First Lady Michelle Obama has recorded an ad encouraging parents to teach their children good nutrition habits in order to stem the increase in child obesity. This message is an example of

product-focused advertising.

consumer generated advertising.

a public service announcement.

reminder advertising.

a flighting campaign.

c

Gretchen has just started as a fashion marketing intern for an up-and-coming design firm. When she came in she expected to begin right away implementing the four Ps she had learned about in class. Instead, she was asked to work on a project identifying important events where celebrities might wear the fashions. She soon realized that this activity was part of __________, directly related to marketing.

sales promotions

cause-related marketing

public relations

press release development

a push-pull strategy

c

Reminder advertising is primarily used to

prompt repurchase of a product.

create and build brand awareness.

accelerate market acceptance.

gather information about consumers.

persuade consumers to change existing perceptions.

a

Jami is managing an extended advertising campaign for a local convenience store chain. The campaign includes a series of television, radio, and print messages. As part of monitoring the campaign, Jami will keep track of

the cost of the media buy.

past economic conditions.

planned store expansions in similar markets.

new advertising concepts.

the daily and weekly sales volume.

e

Marketers __________ an advertising campaign in order to ensure that various elements of the campaign will work in an integrated fashion and do what they are intended to do.

pretest

posttest

monitor

flight

pulse

a

Thomas had conducted a thorough pretest before the new ad campaign, so he was fairly sure the elements would work together. A lot was riding on the success of the ad campaign, so he couldn’t wait until the campaign was over to see how well it did. During the campaign, he will be monitoring the sales volumes on a daily basis as part of his

cause-related marketing.

economic monitoring.

tracking.

in-flight testing.

simultaneous sampling.

c

Which of the following is NOT true about public relations?

PR has become increasingly important as costs of other forms of marketing communications continue to increase.

Consumers have become increasing skeptical of marketing claims made in conventional media.

Media coverage generated by PR is seen as more credible than paid advertising.

With the growth of the Internet, PR is quickly losing its impact.

Public relations activities often support other promotional efforts.

d

Because PSAs are a special class of advertising, FCC rules require

consumers to listen to them.

court approval before they are aired.

all advertisers to contribute to them.

broadcasters to devote a specific amount of free time to them.

they use only the informative or reminder advertising appeals.

d

The execution style of an advertising message must

match the medium and the objectives.

correspond with globally accepted norms.

include a minimum of puffery and maximum media buy.

selectively pull retailers into the marketing channel.

all of these.

a

Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer. Yesenia’s first concern will be to

get consumers’ attention.

enlist creative advertising designers.

make sure firms producing sunscreen lotions approve.

collect a petition in support of controls against global warming.

use public relations to buy advertising space.

a

For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a _____________ advertising schedule.

continuous

flighting

pulsing

penetrating

purposeful

a

Yana has identified the target audience for her line of Russian jewelry. For optimum success, she is creating an advertising plan that will

allow her to skip the assessment stage at the end of the campaign.

offer discounts to media as an incentive to carry out her plan.

clarify the specific goals that the advertising is designed to accomplish.

encapsulate her unique selling proposition.

maximize puffery.

c

The __________ is the combination of media used and the frequency of advertising in each medium.

media plan

media buy

media mix

communications tactical plan

communications operational plan

c

Jamara knows that his spring-break travel packages are the best deal on campus. He also knows his competitor is sloppy, often waiting until the last minute to provide the needed tickets and documents to students buying his island packages. Jamara wants to develop an advertising message that emphasizes the key benefits he provides. He will develop a(n) __________ appeal.

emotional

niche marketing

informational

institutional

reminder

c

After identifying the target audience for the university’s new advertising campaign, the advertising team needs to decide whether the advertising objective is to __________, __________, or __________ potential and/or existing students.

create, stimulate, or ignore

beg, borrow, or steal

pay, buy, or entertain

inform, persuade, or remind

push, pull, or sell

d

Regina just bought a gourmet bagel store. She is working with a freelance graphic artist who is designing her logo and print advertisements. Regina is spending days looking over the various designs and options. She needs to remember that the creative aspect of advertising design

is everything.

will determine pretesting and posttesting options.

dictates tracking alternatives.

should not overshadow the message.

should always include coupons.

d

An advertisement featuring a cartoon Smokey the Bear saying "only you can prevent wildfires" is an example of a successful

push-and-pull advertisement.

puffery campaign.

sales promotion.

product-focused advertisement.

public service announcement.

e

A _________ is an advertisement that focuses on public welfare issues.

product-focused advertisement

consumer generated advertisement

public service announcement

reminder advertisement

push strategy

c

Neville is trying to create an advertising message that tells consumers how his company’s cell, pager, instant messaging, and Internet services differ from other alternatives in the market. Neville is trying to create a(n)

unique selling proposition.

proportional benefit communication.

institutional advertising message.

PSA.

flighting ad strategy.

a

Sarah goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate Paige doesn’t read newspapers, let alone look through them for coupons. But Paige filled out a form from inside a cereal box entering her in a drawing for free exercise equipment. What kind of sales promotion reached Paige?

loyalty program

contest

deal

premium

sweepstakes

e

Persuasive advertising is often used when competition

is nonexistent.

is cooperating.

is most intense.

is declining.

is ineffective.

c

A ____________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising.

continuous

flighting

pulsing

penetrating

purposeful

c

When a product has gained a certain level of brand awareness, firms use __________ advertising to motivate consumers to take action.

informative

persuasive

institutional

discussive

reminder

b

The effectiveness of an advertising campaign is assessed during the campaign by

pulsing.

posttesting.

tracking.

flighting.

pretesting.

c

A ____________ advertising schedule uses heavy advertising during some periods followed by periods of no advertising.

continuous

flighting

pulsing

penetrating

purposeful

b

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

develop creative advertising copy.

assess the potential effectiveness of his ad campaign.

buy advertising time.

set explicit and measurable objectives for the campaign.

develop PSAs for distribution in lieu of advertising.

d

The __________ stage of the advertising campaign planning process can be described by the question, "Who are we trying to talk to?"

identifying target audience

setting advertising objectives

conveying the message

assessing the impact

determining the advertising budget

a

Which of the following is the best example of a mass media advertising channel?

Weight Watchers Magazine

Red State Talk Radio (WRS)

Home and Garden TV (HGTV)

USA Today

The Golf Channel

d

An advertising plan is crucial to an ad campaign because it

is the basis for sales commissions.

is required by the accounting department.

offers insights into the creative leadership of mass media buyers.

will later be used to measure the success or failure of the campaign.

stimulates demand for a product category.

d

Gypsy just bought a gift and jewelry store on Main Street. She knows from the previous owner that almost 60 percent of her sales take place during the Christmas holiday season, with the other 40 percent of sales evenly distributed over the rest of the year. Gypsy will probably use a __________ advertising schedule.

continuous

flighting

pulsing

penetrating

purposeful

c

An emotional appeal aims to satisfy consumers’__________, while an informational appeal speaks to consumers’__________.

needs; desires

institutional focus; personal focus

personal desires; utilitarian needs

top-of-the-mind awareness; bottom-of-the-mind reactions

cost-consciousness; imaginations

c

Which of the following is NOT one of the federal agencies that regulate advertising activities?

FDA

FCC

FTC

FRS

USPS

d

Tyler runs a parasailing business on Hilton Head Island, South Carolina. Tyler closes his business in winter when the water gets too cold. Tyler should use a __________ advertising schedule.

continuous

flighting

pulsing

penetrating

purposeful

b

Informative advertising is used to

prompt repurchase of a product.

create and build brand awareness.

trigger an emotional response.

gather information about consumers.

convince consumers to take action.

b

Generally, when advertising to consumers, the objective of an advertising campaign is

a pull strategy—to get the product into stores by having consumers demand it.

a push strategy—to stimulate interest among members of the supply chain.

to win advertising awards.

to offset sales promotion costs.

to maximize media planning.

a

In the early stages of an ad campaign, the objectives are established. To determine if those objectives have been met, the marketer will

posttest.

conduct feedback analysis.

initiate content analysis.

conduct tracking.

arrange for peer analysis.

a

Generally, less money is spent on advertising in B2B markets because

B2B marketing usually involves more personal selling.

B2B marketing is too expensive to use advertising.

business customers prefer coupons.

B2B markets are too homogeneous to use advertising.

publicity is the most effective advertising in B2B markets.

a

One of the advantages of niche media is it often allows marketers to

reach a larger audience than mass media.

use major events like the Super Bowl.

change and personalize messages for different audiences.

sell cooperative advertising space to cosponsors.

spend fewer advertising dollars.

c

Generally speaking, all advertising messages are designed to

meet the needs of society.

inform, persuade, or remind customers.

comply with FCC rules combined with FTC antitrust regulations.

entertain or apprise.

match production scheduling with consumer demand.

b

Which of the following is the best example of a reminder advertising message?

"Buy now, pay later."

"Doing business in Peoria since 1848."

"Better than the rest."

"Now available. The latest fall fashions."

"Serving the public since last Tuesday."

b

After the advertiser has decided on the message, type of ad, and appeal, its attention now shifts to

logistical support.

new product development.

advertising assessment.

determining why they should advertise.

creation of the advertisement.

e

Because advertising is the most visible form of marketing,

many people think of marketing and advertising as synonymous.

it is the most important part of a marketing mix.

everyone prefers to be in advertising.

marketing budgets always emphasize advertising over other forms of communication.

it is the largest source of employment opportunities for marketing graduates.

a

Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency’s first-ever advertising campaign. Her first step will be to

identify the target audience.

set the advertising objectives.

determine the advertising budget.

evaluate and select the media.

create the advertisements.

a

The advertising message admonition, "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes," suggests that advertising messages need to

emphasize technology.

focus on quality.

inform consumers about opportunities.

focus on solving problems.

engage in mild puffery.

d

Content that is distributed through social interactions is referred to as

interactive media.

social media.

an extended network.

social reach.

social communication.

b

Which of the following accurately depicts the activities included in the 4E framework for social media?

Enlighten, Educate, Exhaust, and Evolve

Excite, Entice, Educate, and Employ

Excite, Educate, Experience, and Engage

Encounter, Experience, Engage, and Employ

Enlighten, Excite, Engage, and Evolve

c

Through its Facebook page, a major restaurant chain is offering its customers a Groupon coupon for 50% off the purchase of a meal. In doing so, the restaurant is focusing on which aspect of the 4E framework?

Educating

Enlightening

Experiencing

Employing

Exciting

e

In order to get customers excited about a social media-related offer, the offer must be

innovative and substantial.

timely and broad-based.

relevant to the target market.

isolated and trendy.

general and unique.

c

____________ can only occur if the other 3 E’s properly set the stage.

Engaging

Exciting

Educating

Evolving

Employing

a

Considered social butterflies, _____ use social media to enhance and expand their relationships.

creators

bonders

professionals

sharers

creepers

b

Facebook would be categorized as which type of social media?

Thought sharing site

Media sharing site

Professional site

Social network site

Entertainment site

d

Which of the following is a professional site that is designed to allow users to share information about their professional lives with others, post résumés, network with other professionals, and search for jobs?

Google+

LinkedIn

MySpace

FourSquare

Radian6

b

In terms of the 4E framework, a company that utilizes media-sharing sites such as YouTube does so in order to help consumers

experience the company’s goods or services.

get excited about trying a good or service.

become active in advertising the company’s product.

educate others about the product.

enroll in sweepstakes and contests offered by the company.

a

Which of the following social media outlets would fall under the category of "thought-sharing sites"?

YouTube

Flickr

LinkedIn

Goggle+

Mommy Blogs

e

Twitter is a type of

personal blog.

media-sharing site.

micro blog.

corporate blog.

social network site.

c

How does a micro blog differ from a traditional blog?

A micro blog contains professional content, whereas a traditional blog contains only personal content.

A micro blog is smaller in size—short sentences or short videos—whereas a traditional blog which is typically longer.

A micro blog is categorized as a media-sharing site, whereas a traditional blog is characterized as a thought-sharing site.

A micro blog is utilized by corporations to disseminate product information, whereas a traditional blog is utilized by individuals for social purposes.

A micro blog can be evaluated by social media marketers while a traditional blog cannot.

b

In terms of the 4E framework, mobile marketing can create excitement with consumers at the time of sale by the use of

apps.

blogs.

printed coupons.

videos.

micro blogs.

a

Companies who use location-based apps to build loyalty among customers by making patronage a game are engaging in a process known as

bonding.

locational excellence.

gamification.

segmentation.

value cocreation.

c

"FourSquare" is an example of a _____ "app."

price check

fashion

photo-sharing

gamified

product review

d

Which facet of the 4E framework is best addressed by thought-sharing sites?

Enlighten

Exhaust

Educate

Evolve

Employ

c

Marketers analyze comments posted by consumers on sites such as Facebook and Twitter to assess the favorableness or unfavorableness about a company and its products in a process known as

sentiment analysis.

customer relationship management.

keyword analysis.

value cocreation.

situation analysis.

a

Which of the following is NOT a metric used by social media marketers to analyze data collected from social media?

conversion rate

page views

bounce rate

click paths

cookie tracking

e

The percentage of times a visitor leaves a site almost immediately, such as after viewing only one page is referred to as the _____ rate.

click

bounce

conversion

jump

exit

b

Calvin’s company recently launched a campaign to promote a new product. It is Calvin’s job to monitor customer feedback from various social media sources to see whether or not the new product is garnering favorable reviews. The technique for measuring this type of data is called ______ analysis.

customer review

situation

sentiment

product

user feedback

c

What is the first step involved in developing and implementing a marketing campaign?

Determine the budget.

Identify the target audience.

Develop the campaign.

Identify a strategy and goals.

Review existing data.

d

John has 168 friends on Facebook, and 58 contacts on LinkedIn. In terms of equity use metrics, these figures would represent John’s

extended network.

social reach.

sphere of influence.

collective range.

outward reach.

b

What metrics does the firm Klout use to assess a person’s social impact?

social reach, influence, and extended network

likability rating, influence and keyword analysis

immediate network, extended network, and conversion rate

social reach, sentiment analysis, and online usage rate

online usage rate, bounce rate, and click paths

a

Trisha is in I high level management position within social media. She is responsible for identifying what the promotional campaign hopes to achieve and then determining strategies to achieve those goals. Trisha’s job is most likely that of

a social media marketing specialist.

a community manager.

a social media strategist.

an advertising specialist.

a search engine marketing specialist.

c

What is the job function of a community manager?

to post articles on relevant websites

to listen and respond to customer feedback

to optimize techniques to increase the organic search rankings for a website

to distribute promotional channels using a range of social media channels

to handle corporate forums and blogs as well as increase traffic to the company’s website

e

The term "social media" refers exclusively to social networking sites like Facebook.

f

The focus of all social media efforts targeted at customer interaction is building connections.

t

At this time, few opportunities exist for firms to profit from the ways consumers use social media.

f

Positive engagement through social media often makes customers more profitable for the firm.

t

On social networks, Bonders use social media primarily to become well informed so they can help others.

f

A blog is an example of a thought-sharing site.

t

The best-known microblogging site is Google+.

f

Of the types of social media identified in the text, Flickr is considered a thought-sharing site.

f

About half of smartphone users in the U.S. have used them to make purchases.

t

Smartphone owners tend to be older and more affluent than owners of other types of phones, making them an attractive target market for many firms.

f

"Gamification" refers to the trend in which PC-based games are increasingly available on smartphones.

f

Radian6 specializes in helping firms to engage with their customers in social media. One service Radian6 offers is the analysis of blog posts, Facebook comments, and Twitter feeds to uncover insights about customer attitudes and preferences. This is an example of sentiment analysis.

t

For all Facebook pages, the conversion rate is calculated as the percentage of visitors to the page that click the "Like" button.

f

Keyword analysis refers to the study of people’s queries on search engines.

t

The more connections you have on social networks, the greater your social reach.

t

It is not possible to measure an individual’s social impact regarding social media usage.

f

What is Google+?

an experimental, advanced search engine

a website where users can work together to create documents

a site offering analytical information about website usage

a social networking site

a video sharing site intended for businesses

d

Alan wants to upgrade his look before a job interview. A friend tells him about a men’s clothing line that allows potential customers to virtually try on suits and see what looks best. It even offers an interactive "custom fit" feature. After checking out his options, Alan takes his measurements and orders a suit without ever leaving his office. Virtually trying on a suit provides best describes which of the 4E frameworks?

Engage

Energize

Excite

Experience

Educate

d

Suppose that the Chipotle restaurant chain held a competition offering free food for a year to the customer who visited—and "checked in"—to the largest number of Chipotle restaurants via the FourSquare mobile app. This promotion would be an example of

media sharing.

gamification.

sentiment analysis.

a microblog.

a new social network.

b

Excluding computers, which of the following methods is used by more consumers to access social media?

e-readers

iPads

iPods

mobile phones

GPS units

d

The 4E framework for social media guides marketers in using social media effectively to build and deepen customer relationships. Which of the following is NOT one of the four E’s in this framework?

Engage

Energize

Excite

Experience

Educate

b

Dan has a marketing degree, and has experience as a call center operator. He takes a position in which he responds to customer complaints, customer emails and other postings. Dan’s position can be described as a(n)

online customer service representative.

social media strategist.

community manager.

blogger.

search engine marketing associate.

a

YouTube is an example of what type of social media site?

microblogging

media sharing

thought sharing

social networking

social bookmarking

b

What is a microblog?

A blog whose owner doesn’t post very often.

A blog that supports only links to other posts.

A blog run by a small business.

A blog service that supports only short posts.

A blog that targets a very small consumer group.

d

Twitter can help to build a brand’s image by educating and engaging consumers. However, one central issue for companies using Twitter is

limiting the number of tweets per day.

remuneration for posters.

timely management of Twitter accounts.

eliminating negative posts.

confusion with similar products.

c

Jordan loves to read and write. She started a blog about books, including writing hints and book reviews. The readership of her blog gradually increased, and eventually publishers started sending her new books, hoping she would review them. Over time, Jordan’s blog has changed from a __________ blog to a __________ blog.

professional; network

professional; personal

personal; professional

personal; social

social; network

c

Which of the following is the definition of social media?

content distributed through social interaction

a collection of websites that support the posting of videos and photos

a group of websites that allow users to establish formal connections

the practice of users forwarding video and photo links to each other

web services that allow users to share their physical locations

a

Michaela is a financial consultant in Manhattan. She uses her commute time to and from work to post comments about recent financial news on LinkedIn and Twitter, but she’s much too busy to bother with Facebook. What segment of social networking users does Michaela belong to?

Bonders

Creators

Listeners

Professionals

Sharers

d

Darren has developed a better type of medication vial for travelers. He is not sure how to develop a marketing program for his product, as there are a few similar ones on the market. What technique can Darren use to analyze data from his competitor’s websites, particularly to learn how people search for similar products online?

click path data

sentiment analysis

social influence

keyword analysis

budget analysis

d

A Groupon offer for discounted theater tickets was sent to targeted customers who had previously purchased movie or theater tickets. This best describes which of the 4E frameworks?

Engage

Energize

Excite

Experience

Educate

c

Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter, or put another way, by

reacting.

exciting.

engaging.

listening.

educating.

d

Research indicates that positively engaged consumers tend to be

more socially outgoing.

more profitable consumers.

older and wealthier than average.

younger and poorer than average.

more critical consumers.

b

From a marketing perspective, what role is played by professional bloggers?

engaging customers on behalf of companies

introducing new products to the marketplace

sharing videos and photos of products

recruiting employees

reviewing and giving product recommendations

e

While waiting in line to make a purchase at Best Buy, Joanie sees signs reminding her to visit their website for online specials and to sign up right now on her smartphone for the Best Buy Loyalty Rewards Program. Others signs remind her that Best Buy will match competitors’ prices on any item they sell. This is an example of which 4E framework?

Engage

Energize

Excite

Experience

Educate

e

One important measure of social media’s effectiveness is the percentage of site visitors who take the action the site owner hoped for—making a purchase, subscribing to a service, or donating money, for example. This measure is called the site’s

conversion rate.

extended network.

bounce rate.

hits.

click paths.

a

When developing a social media campaign, what is unique about the copy and images to be used?

They need to be humorous.

They need to be updated almost constantly.

They need to feature only young actors.

They must appear only in color (not black and white).

They must appeal to a diverse, multicultural audience.

b

Location-based software and applications can help bring a special offer to customers right on their smartphones when they are in the process of making a purchase decision. This best represents the __________ framework of social media marketing.

engage

energize

excite

experience

educate

c

When someone brags about how many Facebook friends they have, which measure of individual social media influence are they talking about?

influence

extended network presence

social reach

target audience impact

information flow

c

What does a Klout score measure?

click path and bounce rate ratio

media influence

social reach, influence, and extended network

conversion rates

page views and sales

c

Companies that specialize in sentiment analysis are LESS likely to look at __________ for data.

personal blogs

Facebook

Twitter

YouTube

Mommy blogs

d

Which of the following is the most effective technique used by retailers to combat lost sales from price check apps used by customers shopping in brick and mortar stores?

offering mobile applications to check other websites

developing in-store demonstration kiosks for big ticket items

roaming salespeople with smartphones who can immediately price match competitors

advertising on Flickr and YouTube

using FourSquare to build customer patronage

c

The final step in the process of creating a social media campaign is to

develop a budget.

identify the target audience.

set goals.

design the elements of the campaign.

monitor the program.

e

According to the text, which of the following has the highest Klout score?

iPad mini

Ashton Kutcher

President Barack Obama

True Blood

Justin Bieber

e

Suppose that Burger King wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers. This could be done using

Google Analytics.

sentiment analysis.

click path analysis.

keyword analysis.

gamification.

b

One measure of traffic from visitors on sites, the total page requests, is measured in units called

clickers.

hits.

paths.

tweets.

impressions.

b

LinkedIn is an example of what type of social media site?

microblogging

media sharing

thought sharing

social networking

social bookmarking

d

Social media first began to get more professional and offer more to users

just after its invention phase in the early 1990s.

at the turn of the twentieth century, during its industrialization phase.

when Apple launched the first App Store.

in the last few years, during its entrepreneurial phase.

in 2011-2012, when the market became flooded with smartphones.

b

When a company that uses social media runs a contest online, it will measure its effectiveness in a variety of ways. One such measure is the conversion rate. The conversion rate for the contest promotion would be

the number of people who entered the contest.

the number of people who entered the contest plus the number of people who visited the page describing the contest.

the number of people who visited the page describing the contest.

the percentage of visitors to the page describing the contest who entered the contest.

the percentage of fans of the company’s page who learned about the contest.

d

Lauren decides to use Twitter to market her hand-painted scarves to other women on her campus. She sets up a Twitter account with the name @uniquedesignsbylauren, and posts this on her Facebook page, making sure to tweet every few days. Soon Lauren is selling a lot of scarves. Lauren’s Twitter account is an example of

microblogging.

media-sharing.

thought sharing.

professional networking.

social bookmarking.

a

Facebook is the only social networking site Jana uses. She spends about half an hour a day there staying in touch with her children, her grandchildren, and several friends she has known since high school. What segment of social networking users does Jana belong to?

Bonders

Creators

Listeners

Professionals

Sharers

a

Jeri is a software developer who has worked in IT for the past ten years. She stays up to date on the latest technologies. Whenever one of her Facebook friends asks a question about technology—such as a request for help with a software problem, or a request for a product recommendation—Jeri always makes time to respond. What segment of social networking users does Jeri belong to?

Bonders

Creators

Listeners

Professionals

Sharers

e

How is the cost to companies and entrepreneurs using Google Analytics calculated?

a few cents per 100 hits

correlated to conversion rates of website

flat fee

free for individuals; corporate rates based on usage

free for everyone

e

What is the appeal of Pinterest to marketers?

allows big-box stores to compete on a cost-basis with online retailers

helps create exclusive merchandise for retailers

creates excitement about service or products through gamification

generates customer engagement with products

allows markets to receive unlimited product exposure from fans

e

Ask.com is a website that invites site users to ask questions to be answered by other users. Questions cover a wide range of topics, from "How do I get rid of blemishes overnight?" to "What does the Federal Reserve do when it wants to increase the quantity of money in circulation?" Site visitors rate the various answers provided, and answers are displayed according to their ratings. Which segment of social networking users would be most likely to enjoy answering questions on Ask.com?

Bonders

Creators

Listeners

Professionals

Sharers

e

Gene’s Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle. But the site’s most-used feature is its user blog in which customers—both satisfied and unsatisfied—talk about products they have purchased and the service received at Gene’s. The user blog best describes which of the 4E frameworks for the store’s customers?

Engage

Energize

Excite

Experience

Educate

a

__________ are a measure that indicates what percentage of potential customers act as the marketer hopes, either by clicking, buying, or donating.

Sentiment rates

Conversion rates

Bounce rates

Keyword rates

Mobilization rates

b

Carol loves to experiment with unique uses of computer animation. Every time she finishes a project, she uploads a video to YouTube and then posts the link on a variety of social networks where she participates. What segment of social networking users does Carol belong to?

Bonders

Creators

Listeners

Professionals

Sharers

b

Karlie likes to post fancy cupcakes and cookies on Pinterest. She also posts pictures of fun kitchen equipment in sherbet colors, and looks for baking ideas and equipment. What type of social media site is Karlie using?

microblogging

media-sharing

thought-sharing

social networking

social bookmarking

b

When measuring social media effectiveness, one important measure is the number of people in an individual’s social networks. This is referred to as

influence.

the extended network.

social reach.

target audience.

information flow.

c

Brad just completed an advanced degree and was able to land a job creating social media marketing campaigns, and then measuring the results. Brad’s new job most likely has the title of

online customer service representative.

social media strategist.

community manager.

blogger.

search engine marketing associate.

b

When measuring social media effectiveness, we observe that some people’s posts and other content get a higher-than-average amount of attention from the people in their network. These people are said to have a higher degree of

influence.

extended network presence.

social reach.

target audience impact.

information flow.

a

Southwest Airlines operates a blog called "Nuts About Southwest." A group of employees share the responsibility for posting items of potential interest to customers—for example, short videos about Southwest’s travel destinations, articles (with photos) about special events, and news about airline promotions. "Nuts About Southwest" is an example of a

corporate blog.

network blog.

personal blog.

professional blog.

social blog.

a

Julian and his friends log into an app at the mall. They follow a series of challenges in participating stores, which include snapping pictures of different products and bumping phones with other shoppers. The winner receives a coupon for the food court. What game are they participating in?

Snapette

NOWNESS

Pose

SCVNGR

Snapchat

d

Suppose that Nike wanted to use Facebook to increase awareness of a new line of tennis shoes. Which of the following methods would allow Nike to specifically target Facebook users who have mentioned tennis in their profiles?

Uploading a coupon to the Nike fan page.

Encouraging Facebook users to "like" the Nike page so their friends will see this action.

Placing a Facebook ad.

Creating a Facebook tab allowing users to view the tennis clothing within Facebook.

Placing a Facebook link on the Nike corporate website.

cq

Which segment of social media users would be most likely to use Facebook to post frequently about the day-to-day details of their lives, and to comment on similar details posted by their friends?

Bonders

Creators

Listeners

Professionals

Sharers

a

Jessica is still in college, but is very motivated to earn some extra money in her spare time. She is quite knowledgeable regarding politics, and was hired by a candidate to generate student interest by posting online articles on student-read sites. Jessica’s new job most likely has the title of

online customer service representative.

social media strategist.

community manager.

blogger.

search engine marketing associate.

d

_____ is the two-way flow of communication between a buyer or buyers and a seller that is designed to influence the buyer’s purchase decision.

Integrated marketing

Personal selling

Advertising

Role playing

Marketing communication

b

Personal selling adds value in each of the following ways EXCEPT by

educating customers and providing advice.

saving the customer time.

making things easier for customers.

building long-term strategic relationships with customers.

consistently lowering prices below competitors.

e

When UPS is adding to its fleet of planes, Boeing’s sales team adds value most directly by _____, addressing technical aspects of new aircraft, as well as the economic justification for the purchase.

providing information and advice

saving time and simplify buying

building relationships

reducing marketing costs

increasing profitability

a

When the National Association of Realtors’ national awareness campaign emphasizes that realtors know how to more efficiently market a client’s property than an owner can by himself, it is highlighting which value of personal selling?

Matching supply with demand

Saving time and simplify buying

Building relationships

Reducing marketing costs

Leveraging contacts

b

Evaluating a list of prospective customers, assessing their potential to purchase a product is called

generating leads.

qualifying leads.

cannibalization assessment.

propensity for marketing.

evaluation likelihood.

b

Salespeople who already have an established relationship with a customer will skip this step; it is not used extensively in retail settings, but it is in B2B situations.

Generate and qualify leads

Preapproach

Sales presentation and overcoming reservations

Closing the sale

Follow-up

a

The annual International Consumer Electronics Show (CES) in Las Vegas is an example of a(n) _____ show, which is an event attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry.

sales

profession

order-taking

trade

order-getting

d

_____ is a method of prospecting where sales people telephone or go to see potential customers without appointments.

Cold calling

Role playing

Telemarketing

Lead generating

Relationship selling

a

After the salesperson has learned about the customer during the qualification stage, in the _____ step additional research is conducted and plans are made for meeting with the customer.

Follow-up

Preapproach

Qualifying leads

Sales presentation

Overcoming reservations

b

Although reservations can arise during each stage of the selling process, they are very likely to occur during the

generation and qualification of leads stage.

preapproach.

sales presentation.

closing of the sale.

follow-up.

c

The _____ step in the selling process is often stressful for salespeople, since one of the possible outcomes is that the salesperson goes away empty-handed.

follow-up

preapproach

closing the sale

sales presentation

overcoming reservations

c

The _____ offers a prime opportunity for a salesperson to solidify the customer relationship through great service quality.

qualify leads stage

preapproach

sales presentation

closing of the sale

follow-up

e

The planning, direction, and control of personal selling activities, including recruiting, selecting, training, motivating, compensating, and evaluating, as they apply to the sales force is part and parcel of

integrated marketing.

a corporate culture.

sales management.

sales support.

selling teams.

c

Salespeople who sell a manufacturer’s products on an extended contract basis but are not employees of the manufacturer are known as

cold callers.

order takers.

order getters.

manufacturer’s reps.

contract employees.

d

A salesperson whose primary responsibilities are identifying potential customers and engaging those customers in discussions to attempt to make a sale are called

cold callers.

manufacturer’s reps.

independent reps.

order getters.

order takers.

d

A(n) _____ is a salesperson whose primary responsibility is to process routine orders or reorders or rebuys for products.

cold caller

order taker

order getter

manufacturer’s rep

inside sales rep

b

When Best Buy customers experience computer problems, the company offers a Geek Squad for door-to-door service as well as in-store assistance. The Geek Squad fulfills the role of

order takers.

retailer reps.

independent reps.

manufacturer’s reps.

sales support personnel.

e

A desirable personal trait of good salespeople is _____, where they care about their customers, their issues, and their problems.

personality

optimism

resilience

self-motivation

empathy

e

Managers and sales experts have identified each of the following personal traits as most important when recruiting salespeople. Which of the following is NOT one of those traits?

personality

optimism

resilience

self-motivation

speaking skills

e

Which of the following is a form of salesperson compensation whereby payment is based on sales volume or profitability?

Salary

Commission

Bonus

Sales Contest

Awards

b

Which of the following is an effective form of nonfinancial compensation provided to salespeople?

Salary

Commission

Bonus

Sales Contest

Awards

e

To maintain trustworthy customer relationships, companies must take care that they respect the _____ comfort zone, that is, the amount of information a customer feels comfortable providing.

information

ethical

physical

public

disclosure

a

Equal employment opportunity laws make it unlawful to discriminate against a person in hiring, promotion, or firing because of race, religion, nationality, sex, or

age.

income.

education.

family size.

country of birth.

a

If an insurance company encourages its salespeople to intentionally mislead potential customers about damage from flooding due to hurricane damage, who could be susceptible to legal action for the deceptive practice?

The insurance company.

The salesperson.

The federal government.

The company and the salesperson.

The federal government and the insurance company.

d

Most important in dealing with ethical and legal issues between the customer and the salesperson is for sales managers to

lead by example.

hire only independent agents to reduce company liability.

not lose valuable sales time to training.

only look at sales profitability numbers.

recruit salespeople who always put the company interests ahead of ethical concerns.

a

Almost everyone is engaged in some form of selling.

t

One of the benefits of careers in sales is flexibility in scheduling.

t

One of the major responsibilities of being a sales rep is being the frontline emissary for his or her firm.

t

Firms that use personal selling do so because the benefits exceed the costs.

t

The sales process always proceeds through each of the five steps.

f

Potential customers are called marks.

f

Geraldine is in NEC’s sales training program. She will probably be taught that all a salesperson needs to do is ask questions.

f

Manufacturers’ representatives are a firm’s senior sales employees.

f

Marketing executives, by a seven to one margin, believe that salespeople are born, not made.

f

The three main types of financial rewards for sales representatives are salaries, commissions, and bonuses.

t

If you had a small business and needed a sales force but did not wish to hire anyone, you could use the services of an independent agent.

t

If it is a company’s policy to intentionally mislead potential customers about some aspect of a product, a sales rep that carries out this policy by misleading the customer can be held legally accountable.

t

It is the company’s responsibility, not the salesperson’s, to ensure that all dealings with the customer are ethical and legal.

f

Sales is among the highest-paying careers for college graduates.

t

The first step in the personal selling process is the preapproach.

f

Mary visited an office building and went door to door to hand out business cards and sell office products. Mary was making cold calls.

t

Share This
Flashcard

More flashcards like this

NCLEX 10000 Integumentary Disorders

When assessing a client with partial-thickness burns over 60% of the body, which finding should the nurse report immediately? a) ...

Read more

NCLEX 300-NEURO

A client with amyotrophic lateral sclerosis (ALS) tells the nurse, "Sometimes I feel so frustrated. I can’t do anything without ...

Read more

NASM Flashcards

Which of the following is the process of getting oxygen from the environment to the tissues of the body? Diffusion ...

Read more

Unfinished tasks keep piling up?

Let us complete them for you. Quickly and professionally.

Check Price

Successful message
sending