B116 - Ch.14 Flashcards
A product like a Timex watch, which relies heavily on product demonstration, would be best advertised using
Select one:
a.
television.
b.
radio.
c.
transit.
d.
outdoor.
e.
magazines.
a.
television.
If you want to target skiers, what would be the best media selection strategy?
Select one:
a.
media-matching strategy
b.
rifle strategy
c.
target-marketing strategy
d.
shotgun strategy
e.
profile-matching strategy
b.
rifle strategy
The media planner turned to the client services coordinator explaining that ________ was “the average number of times an audience is exposed to a message over a period, usually a week.”
Select one:
a.
exposure
b.
repetition
c.
continuity
d.
reach
e.
frequency
e.
frequency
Which of the following organizations is responsible for creating, planning, producing, and placing advertising messages for clients?
Select one:
a.
list brokers
b.
CRTC
c.
leader boards
d.
advertising agencies
e.
media agencies
d.
advertising agencies
Direct response advertising
Select one:
a.
is designed to generate a response that is measurable.
b.
only uses one type of medium in a promotion.
c.
is an interactive advertising system.
d.
is used only in the business-to-consumer market.
e.
aims to create awareness.
a.
is designed to generate a response that is measurable.
The director of marketing sat down with her product managers to determine how to get retailers to list their new cake mix at major Quebec grocery stores. The group decided to create brochures for the sales force to use with their retail accounts. This is an example of
Select one:
a.
a selective demand strategy.
b.
a pull strategy.
c.
a direct action strategy.
d.
a push strategy.
e.
a cooperative strategy.
d.
a push strategy.
YouTube, LinkedIn, Facebook, and Twitter are examples of
Select one:
a.
consumer advocacy sites.
b.
direct marketing.
c.
Internet marketing.
d.
social media networks.
e.
brand democratization.
d.
social media networks.
This low-profile style of online advertising is commonly found on sites such as Google where ads are commonly placed along the side of the results produced by these sites.
Select one:
a.
leader boards
b.
search advertising
c.
sponsorships
d.
banner ads
e.
rich media advertising
b.
search advertising
In a ________ strategy, companies direct marketing efforts at channel members to create product demand.
Select one:
a.
push
b.
vertical
c.
forward
d.
horizontal
e.
pull
a.
push
Mrs. Smith received a letter in the mail addressed to her promoting a new credit card. What is this form of marketing communications called?
Select one:
a.
direct marketing
b.
direct mail
c.
customer relationship management
d.
Internet advertising
e.
product placement
b.
direct mail
The advertising agency recommended the product be advertised during the summer months throughout all of the western provinces. The description of the geographic markets where the product will be advertised is a description of
Select one:
a.
frequency.
b.
reach.
c.
continuity.
d.
impressions.
e.
coverage.
e.
coverage.
Push strategies create demand by directing promotional efforts at final users.
Select one:
True
False
False
Accountability for marketing expenditures is one factor driving the growing use of direct response advertising.
Select one:
True
False
True
“To increase market share from 10% to 15% in one year” is an example of a marketing communications objective.
Select one:
True
False
False
E-mail messages received by users who choose to receive them are called permission-based spam.
Select one:
True
False
False
Placing an advertisement in a medium whose audience profile is reasonably close to the target market profile is referred to as a
Select one:
a.
media-matching strategy.
b.
balancing strategy.
c.
target-marketing strategy.
d.
shotgun strategy.
e.
profile-matching strategy.
e.
profile-matching strategy.
Which of the following budgeting methods best acknowledges that communications is a means of achieving marketing objectives?
Select one:
a.
task method
b.
competitive parity method
c.
arbitrary allocation method
d.
industry average method
e.
percentage of sales method
a.
task method
A toothpaste manufacturer used general interest media to promote a toothpaste product to a broad cross-section of a market. What is the name for this media strategy?
Select one:
a.
profile matching
b.
cross matching
c.
shotgun strategy
d.
rifle strategy
e.
broad sector reach
c.
shotgun strategy
Synergy of elements in the marketing communications mix is more likely to occur if the number of elements in the marketing communications mix is kept to a minimum.
Select one:
True
False
False
Television reaches 97% of Canadians over the course of the average week.
Select one:
True
False
True
