Marketing Test #4

Question 1

any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. ie broadcast, print, internet, outdoor

Answer 1

Advertising

Question 2

the short-term incentive to encourage the purchase or sale of a product or service. ie discounts, coupons, displays, demonstrations

Answer 2

Sales Promotion

Question 3

involves building good relations with the company’s various publics. ie press releases, sponsorships, special events, or web pages

Answer 3

Public Relations

Question 4

the personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. ie sales presentations, trade shows, incentive programs

Answer 4

Personal Selling

Question 5

involves making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. ie catalog, telemarketing, kiosks

Answer 5

Direct Marketing

Question 6

the integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands

Answer 6

Integrated Marketing Communications

Question 7

Get Attention, Hold Interest, Arouse Desire, Obtain Action

Answer 7

AIDA Model

Question 8

an appeal or theme that will produce the desired response. ie rational appeal, emotion appeal, moral appeal

Answer 8

Message Content

Question 9

relates to the audience’s self-interest

Answer 9

Rational Appeal

Question 10

an attempt to stir up positive or negative emotions to motivate a purchase

Answer 10

Emotional Appeal

Question 11

directed at the audience’s sense of right and proper

Answer 11

Moral Appeal

Question 12

involves two or more people communicating directly with each other. effective because it allows personal addressing and feedback

Answer 12

Personal Communications

Question 13

involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities

Answer 13

Buzz Marketing

Question 14

people within a reference group who, because of their special skills, knowledge, personality, or other, characteristics, exerts social influence on others

Answer 14

Opinion Leaders

Question 15

media that carry messages without personal contact or feedback, including major media, atmospheres, and events that affect the buyer directly

Answer 15

Non-personal Communication

Question 16

include print, broadcast, display, and online media

Answer 16

Major Media

Question 17

designed environments that create or reinforce the buyer’s leaning toward buying a product

Answer 17

Atmospheres

Question 18

sets the budge at an affordable level. ignores the effects of promotion on sales

Answer 18

Affordable Budget Method

Question 19

sets the budget at a certain percentage of current or forecasted sales or unit sales price

Answer 19

Percentage of Sales Method

Question 20

sets the budget to match competitor outlays

Answer 20

Competitive-parity Method

Question 21

sets the budget based on what the firm wants to accomplish with promotion

Answer 21

Objective and Task Method

Question 22

a specific communication task to be accomplished with a specific target audience during a specific time

Answer 22

Advertising Objective

Question 23

used when introducing a new product category, the objective it to build primary demand

Answer 23

Informative Advertising

Question 24

important with increased competition to build selective demand

Answer 24

Persuasive Advertising

Question 25

important with mature products to help maintain customer relationships and keep customers thinking about the product

Answer 25

Reminder Advertising

Question 26

the strategy by which the company accomplished its advertising objectives

Answer 26

Advertising Strategy

Question 27

represents the merging of advertising and entertainment

Answer 27

Madison & Vine

Question 28

the general message that will be communicated to consumers

Answer 28

Message Strategy

Question 29

the idea that will bring the message strategy to life and guide specific appeals to be sued in an advertising campaign

Answer 29

Creative Concept

Question 30

when the advertiser turns the big idea into an actual ad execution that will capture the target market's attention and interest

Answer 30

Message Execution

Question 31

measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time

Answer 31

Reach

Question 32

measure of how many times the average person in the target market is exposed to the message

Answer 32

Frequency

Question 33

the qualitative value of a message exposure through a given medium

Answer 33

Impact

Question 34

involves decisions presenting the media effectively and efficiently to the target customer and must consider the message's impact, effectiveness, and cost

Answer 34

Selecting Media Vehicles

Question 35

focuses the message on selected market segments

Answer 35

Narrowcasting

Question 36

Factors considered when planner decides on media timing

Answer 36

Seasonality and Pattern of the Advertising

Question 37

the net return on advertising investment divided by the costs of the advertising investment

Answer 37

Return on the Advertising Investment

Question 38

involves the creating and placing of newsworthy information to attract attention to a person, product, or service

Answer 38

Press Relations

Question 39

involves publicizing specific products

Answer 39

Product Publicity

Question 40

involves building and maintaining national or local community relations

Answer 40

Public Affairs

Question 41

involves building and maintaining relations with legislators and government officials to influence legislation and regulation

Answer 41

Lobbying

Question 42

involves maintaining relationships with shareholders and others in the financial community

Answer 42

Investor Relations

Question 43

involves public relations with donors or members of nonprofit organizations to gain financial or volunteer support

Answer 43

Development

Question 44

remember public relations is a fraction of the cost of advertising!!!

Answer 44

!!!!

Question 45

the interpersonal part of the promotion mix and the most effective tool in the marketing mix

Answer 45

Personal Selling

Question 46

are an effective live between the company and its customers to produce customer value and company profit

Answer 46

Salespeople

Question 47

the analysis, planning, implementation, and control of sales force activities

Answer 47

Sales Force Management

Question 48

refers to a structure where each salesperson sells along customer or industry lines

Answer 48

Customer Sales Force Structure

Question 49

refers to a structure where each salesperson sells along product lines

Answer 49

Product Sales Force Structure

Question 50

refers to a structure where each salesperson is assigned an exclusive geographic area and sells the company's full line of products and services to all customers in that territory

Answer 50

Territorial Sales Force Structure

Question 51

refers to a structure where a wide variety of products is sold to many types of customers over a broad geographic area and combines several types of sales force structures

Answer 51

Complex Sales Force Structure