Question 1

Television advertising has high overall cost but low cost per exposure.

Accepted Answer

A) True 
 B)False  True

Question 2

In Da Houz is a bar which mostly plays trance music,and has a dedicated day every week for local bands to perform.In Da Houz tries to build strong customer relations and patronage by gathering feedback from customers and asking the customers to provide their mobile numbers.Knowing the target customers,In Da Houz sends text messages to potential customers,telling them about happy hours,introducing a new drink,bands that are playing that week,dedicated genre nights,and other activities at the bar.Which of the following promotion mix tools does In Da Houz employ to reach target customers?

Accepted Answer

A) public relations 
B) personal selling 
C) direct marketing 
D) crowdcasting 
E) retailing 
A) public relations 
B) personal selling 
C) direct marketing 
D) crowdcasting 
E) retailing C

Question 3

Pulsing,as an ad pattern,means scheduling ads evenly within a given period.

Accepted Answer

A) True 
 B)False  False

Question 4

An advertisement offering a discount if a product is ordered in the next 24 hours is an example of reminder advertising.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is true of advertising in the new marketing communications model?

Accepted Answer

A) Advertisers are trying to boost print media advertising to counter the rise of digital media. 
B) Advertisers are spending more money on mass-media marketing techniques like network television. 
C) Advertisers are using highly targeted media to reach smaller customer segments with personalized, interactive messages. 
D) Advertisers are use more broadcasting techniques to reach target customers. 
E) Advertisers have stopped using narrowcasting techniques to reach target customers. 
A) Advertisers are trying to boost print media advertising to counter the rise of digital media. 
B) Advertisers are spending more money on mass-media marketing techniques like network television. 
C) Advertisers are using highly targeted media to reach smaller customer segments with personalized, interactive messages. 
D) Advertisers are use more broadcasting techniques to reach target customers. 
E) Advertisers have stopped using narrowcasting techniques to reach target customers.

Question 6

What are the important factors that a marketer should be aware of when developing a creative concept for an advertisement?

Accepted Answer

The advertiser must develop a compelling

Question 7

A company using a press release to explain the resignation of its former CEO who was involved in a scandal is an example of a company using ________ to maintain its company image.

Accepted Answer

A) personal selling 
B) sales promotion 
C) public relations 
D) direct marketing 
E) advertising 
A) personal selling 
B) sales promotion 
C) public relations 
D) direct marketing 
E) advertising

Question 8

Which of the following is true of marketing strategies developing in the new marketing communications model?

Accepted Answer

A) a shift towards micromarketing 
B) a shift away from mass marketing 
C) an increase in mass-media marketing techniques 
D) a decrease in the use of technology in marketing 
E) an increase in ad spending on print media 
A) a shift towards micromarketing 
B) a shift away from mass marketing 
C) an increase in mass-media marketing techniques 
D) a decrease in the use of technology in marketing 
E) an increase in ad spending on print media

Question 9

Which of the following is an example of a combination of sales promotions and direct marketing?

Accepted Answer

A) a company giving discounts on their product prices in order to gain a brand image 
B) a company releasing a nationwide television ad with every buyer having a chance to win a lottery price 
C) a company holding a press conference to talk about their new product 
D) a company's sales force meeting customers directly and providing customized messages that suit that particular customer 
E) a company e-mailing a customer about a discount on a product during a festival season 
A) a company giving discounts on their product prices in order to gain a brand image 
B) a company releasing a nationwide television ad with every buyer having a chance to win a lottery price 
C) a company holding a press conference to talk about their new product 
D) a company's sales force meeting customers directly and providing customized messages that suit that particular customer 
E) a company e-mailing a customer about a discount on a product during a festival season

Question 10

Which of the following techniques do companies use to deliver a unified and consistent image about their organizations and brands to consumers?

Accepted Answer

A) logistics information management 
B) inventory control system 
C) market segmentation 
D) integrated marketing communications 
E) warehouse management system 
A) logistics information management 
B) inventory control system 
C) market segmentation 
D) integrated marketing communications 
E) warehouse management system

Question 11

Traditional mass media still capture a lion's share of the promotion budgets of most major marketing firms.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is true of marketing channels in the new marketing communications model?

Accepted Answer

A) There is a decrease in the use of digital information to reach micromarkets. 
B) There is a rise in print media as a major channel for marketing. 
C) There is an increase in broadcasting techniques of marketing. 
D) There is a steady rise in mass-media communications model of marketing. 
E) There is an increase in the use of narrowcasting methods of marketing. 
A) There is a decrease in the use of digital information to reach micromarkets. 
B) There is a rise in print media as a major channel for marketing. 
C) There is an increase in broadcasting techniques of marketing. 
D) There is a steady rise in mass-media communications model of marketing. 
E) There is an increase in the use of narrowcasting methods of marketing.

Question 13

CoLanCo Inc.,a soft drink manufacturer,is being sued by an environmental group for not meeting safety standards of waste disposal at one of the company's plants.Fearing a backlash from consumers and business partners,CoLanCo quickly remedied the issue by adding higher-grade filters and purifiers.Which of the following acts by CoLanCo would constitute a public relations effort regarding the lawsuit against them?

Accepted Answer

A) having well-trained personal at retail outlets explaining the different range of products the company provides 
B) tying up with a local burger joint to ensure exclusive sales of CoLanCo soft drinks at the burger outlets 
C) lowering the prices of the company's products in the short term 
D) holding a press conference declaring the remedial steps they have taken and inviting inspections of the purifiers 
E) filming a new advertisement for their products and sponsoring shows on television 
A) having well-trained personal at retail outlets explaining the different range of products the company provides 
B) tying up with a local burger joint to ensure exclusive sales of CoLanCo soft drinks at the burger outlets 
C) lowering the prices of the company's products in the short term 
D) holding a press conference declaring the remedial steps they have taken and inviting inspections of the purifiers 
E) filming a new advertisement for their products and sponsoring shows on television

Question 14

Which of the following is true of mass-media communications techniques in the new marketing communications model?

Accepted Answer

A) Ad spends on major TV channels are steadily rising. 
B) Digital media are undercutting spending on mass-media. 
C) The costs of advertising on traditional media are decreasing as marketers shift online. 
D) Audience levels exposed to mass-media are increasing. 
E) Television advertising has lost its dominance as an advertising medium. 
A) Ad spends on major TV channels are steadily rising. 
B) Digital media are undercutting spending on mass-media. 
C) The costs of advertising on traditional media are decreasing as marketers shift online. 
D) Audience levels exposed to mass-media are increasing. 
E) Television advertising has lost its dominance as an advertising medium.

Question 15

What is a promotion mix? Define the major tools used in a promotion mix.

Accepted Answer

The specific blend of promotion tools th

Question 16

Which of the following is a shortcoming of advertising?

Accepted Answer

A) It does not allow dramatization of brand or company. 
B) It only provides one-way communication with customers. 
C) It is too customized and only attracts niche markets. 
D) It can only be used to attract target or specific customers. 
E) It is the most expensive promotion tool for companies. 
A) It does not allow dramatization of brand or company. 
B) It only provides one-way communication with customers. 
C) It is too customized and only attracts niche markets. 
D) It can only be used to attract target or specific customers. 
E) It is the most expensive promotion tool for companies.

Question 17

Sales promotion is the best promotion tool to build personal and long-lasting relationships with customers.

Accepted Answer

A) True 
 B)False

Question 18

With the help of an example,show how advancements in technology are helping consumers avoid advertisement cluttering.

Accepted Answer

(Students' answers may vary.The answer g

Question 19

In a promotion mix,________ refers to any short-term incentives to encourage the purchase or sale of a product or service.

Accepted Answer

A) advertising 
B) sales promotion 
C) personal selling 
D) crowdsourcing 
E) public relations 
A) advertising 
B) sales promotion 
C) personal selling 
D) crowdsourcing 
E) public relations

Question 20

How has the new communications model affected traditional mass-media?

Accepted Answer

(Students' answers may vary.The answer g

Television advertising has high overall cost but low cost per exposure.

Pulsing,as an ad pattern,means scheduling ads evenly within a given period.

An advertisement offering a discount if a product is ordered in the next 24 hours is an example of reminder advertising.

Which of the following is true of advertising in the new marketing communications model?

What are the important factors that a marketer should be aware of when developing a creative concept for an advertisement?

A company using a press release to explain the resignation of its former CEO who was involved in a scandal is an example of a company using ________ to maintain its company image.

Which of the following is true of marketing strategies developing in the new marketing communications model?

Which of the following is an example of a combination of sales promotions and direct marketing?

Which of the following techniques do companies use to deliver a unified and consistent image about their organizations and brands to consumers?

Traditional mass media still capture a lion's share of the promotion budgets of most major marketing firms.

Which of the following is true of marketing channels in the new marketing communications model?

Which of the following is true of mass-media communications techniques in the new marketing communications model?

What is a promotion mix? Define the major tools used in a promotion mix.

Which of the following is a shortcoming of advertising?

Sales promotion is the best promotion tool to build personal and long-lasting relationships with customers.

With the help of an example,show how advancements in technology are helping consumers avoid advertisement cluttering.

In a promotion mix,________ refers to any short-term incentives to encourage the purchase or sale of a product or service.

How has the new communications model affected traditional mass-media?

Marketing Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Product,Services,and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Marketing Channels Delivering Customer Value

Retailing and Wholesaling

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 12: Communicating Customer Value

Television advertising has high overall cost but low cost per exposure.

Pulsing,as an ad pattern,means scheduling ads evenly within a given period.

An advertisement offering a discount if a product is ordered in the next 24 hours is an example of reminder advertising.

Which of the following is true of advertising in the new marketing communications model?

What are the important factors that a marketer should be aware of when developing a creative concept for an advertisement?

A company using a press release to explain the resignation of its former CEO who was involved in a scandal is an example of a company using ________ to maintain its company image.

Which of the following is true of marketing strategies developing in the new marketing communications model?

Which of the following is an example of a combination of sales promotions and direct marketing?

Which of the following techniques do companies use to deliver a unified and consistent image about their organizations and brands to consumers?

Traditional mass media still capture a lion's share of the promotion budgets of most major marketing firms.

Which of the following is true of marketing channels in the new marketing communications model?

Which of the following is true of mass-media communications techniques in the new marketing communications model?

What is a promotion mix? Define the major tools used in a promotion mix.

Which of the following is a shortcoming of advertising?

Sales promotion is the best promotion tool to build personal and long-lasting relationships with customers.

With the help of an example,show how advancements in technology are helping consumers avoid advertisement cluttering.

In a promotion mix,________ refers to any short-term incentives to encourage the purchase or sale of a product or service.

How has the new communications model affected traditional mass-media?

Marketing Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Product,Services,and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Marketing Channels Delivering Customer Value

Retailing and Wholesaling

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters