Question 1

Which of the following is an example of branded entertainment?

Accepted Answer

A) a company placing its product in a movie scene 
B) a company hiring a celebrity in its advertisement 
C) a company connecting a popular theme or movie scene to its product in its advertisement 
D) a company commissioning an acclaimed movie director to shoot its advertisement 
E) a company airing its advertisement during a special even like the Super Bowl 
A) a company placing its product in a movie scene 
B) a company hiring a celebrity in its advertisement 
C) a company connecting a popular theme or movie scene to its product in its advertisement 
D) a company commissioning an acclaimed movie director to shoot its advertisement 
E) a company airing its advertisement during a special even like the Super Bowl

Question 2

Which of the following promotion mix approaches involves the producer promoting the product to different channel members who in turn promote the product to customers?

Accepted Answer

A) direct marketing 
B) push strategy 
C) publish-subscribe method 
D) pull strategy 
E) vertical integration 
A) direct marketing 
B) push strategy 
C) publish-subscribe method 
D) pull strategy 
E) vertical integration

Question 3

Which of the following is an effect of the advancement of technology on the new marketing communications model?

Accepted Answer

A) Fragmented markets have assimilated into a few mass markets. 
B) Marketers have to go through more intermediaries to connect with consumers. 
C) Consumers rely less on marketer-supplied information than before. 
D) Marketers have increasingly moved towards mass-marketing techniques. 
E) Marketers tend to supply less information to consumers than before. 
A) Fragmented markets have assimilated into a few mass markets. 
B) Marketers have to go through more intermediaries to connect with consumers. 
C) Consumers rely less on marketer-supplied information than before. 
D) Marketers have increasingly moved towards mass-marketing techniques. 
E) Marketers tend to supply less information to consumers than before.

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

How have advances in communications technology affected how companies earmark advertising expenses? Explain with an example.

Accepted Answer

(Students' answers may vary.The answer g

Question 6

How is a company's advertising budget set based on the objective-and-task method? What is its advantage?

Accepted Answer

In the objective-and-task method,the com

Question 7

Which of the following is a function of an integrated marketing communications system?

Accepted Answer

A) designing products using environmentally-friendly techniques 
B) allowing suppliers or vendors to manage the inventory of products 
C) controlling production levels by feedback received from customers 
D) delivering a consistent message on the product to each brand contact 
E) sharing company forecasting details with shareholders 
A) designing products using environmentally-friendly techniques 
B) allowing suppliers or vendors to manage the inventory of products 
C) controlling production levels by feedback received from customers 
D) delivering a consistent message on the product to each brand contact 
E) sharing company forecasting details with shareholders

Question 8

The Watermine Company plans to introduce a new toothpaste,named Unifresh,into the market.Unifresh has been scientifically proven to fight germs more effectively than other brands.The toothpaste also has a longer-lasting mouth freshness when compared to other brands.The Watermine Company plans to release a series of television advertisements to initiate the marketing of Unifresh.What kind of advertising objective will best help The Watermine Company when introducing Unifresh to the market?

Accepted Answer

(Students' answers may vary.The answer g

Question 9

A firm that personally sends a customer details of product release is said to be engaging in personal selling.

Accepted Answer

A) True 
 B)False

Question 10

With the help of examples,contrast pull and push promotion mix strategies.

Accepted Answer

(Students' answers may vary.The answer g

Question 11

Watson Insurance is an insurance company that provides coverage for personal properties and injuries.The company tweaks its policies on a customer to customer basis.Very high levels of interaction with customers are needed so that the company can provide the best customized service possible.What kind of promotional tool will best help Watson Insurance to sell its policies to its target customers?

Accepted Answer

(Students' answers may vary.The answer g

Question 12

Which of the following is true of personal selling in the U.S.?

Accepted Answer

A) It is the most effective promotional tool for geographically dispersed buyers. 
B) It allows for dramatization of the brand through arts and visuals. 
C) It is the most expensive promotional tool for companies. 
D) It is least effective in building long-term customer relationships. 
E) It brings the company's message as a form of news rather than as a sales-directed communication. 
A) It is the most effective promotional tool for geographically dispersed buyers. 
B) It allows for dramatization of the brand through arts and visuals. 
C) It is the most expensive promotional tool for companies. 
D) It is least effective in building long-term customer relationships. 
E) It brings the company's message as a form of news rather than as a sales-directed communication.

Question 13

Which of the following is true of the competitive-parity method of setting an advertising budget?

Accepted Answer

A) The budget is set based on a percentage of future sales. 
B) The budget is set based on the total revenues that a company makes. 
C) The budget is set based on the amount spent by competitors in the same industry. 
D) The budget is set based on objectives set by the company and the cost required to accomplish it. 
E) The budget is based on a percentage of current sales. 
A) The budget is set based on a percentage of future sales. 
B) The budget is set based on the total revenues that a company makes. 
C) The budget is set based on the amount spent by competitors in the same industry. 
D) The budget is set based on objectives set by the company and the cost required to accomplish it. 
E) The budget is based on a percentage of current sales.

Question 14

Advertainment is an example of a ________ advertising technique.

Accepted Answer

A) surrogate 
B) public service 
C) covert 
D) Madison & Vine 
E) social 
A) surrogate 
B) public service 
C) covert 
D) Madison & Vine 
E) social

Question 15

Reminder advertising is ideal for maintaining customer relationships for mature products.

Accepted Answer

A) True 
 B)False

Question 16

Yuran Inc.,a designer and seller of home products and knock-down furniture,has decided to branch into the brand integration style of advertising in order to increase brand awareness.The decision also coincides with the plan to release a new line of coffee tables which fold easily and do not take much space.What are the different ways in which Yuran can accomplish brand integration?

Accepted Answer

Yuran can achieve brand integration thro

Question 17

In a promotion mix,________ involves personally connecting with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.

Accepted Answer

A) direct marketing 
B) advertising 
C) public relations 
D) predictive analytics 
E) indirect procurement 
A) direct marketing 
B) advertising 
C) public relations 
D) predictive analytics 
E) indirect procurement

Question 18

The new marketing communications model consists of promotional mixes that are designed to make traditional mass-media obsolete.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is true as a difference between digital media advertising and TV advertising in the United States?

Accepted Answer

A) Less advertising money is spent on digital media than on TV advertising. 
B) TV advertising is more interactive than digital media techniques. 
C) More of the promotion budget is spent on digital advertising than on TV advertising. 
D) Digital media force-feeds mass messages to customers, while TV advertising targets more defined micromarkets. 
E) Digital media advertising reaches mass audiences whereas TV advertising reaches only limited audiences. 
A) Less advertising money is spent on digital media than on TV advertising. 
B) TV advertising is more interactive than digital media techniques. 
C) More of the promotion budget is spent on digital advertising than on TV advertising. 
D) Digital media force-feeds mass messages to customers, while TV advertising targets more defined micromarkets. 
E) Digital media advertising reaches mass audiences whereas TV advertising reaches only limited audiences.

Question 20

Which of the following is a similarity between personal selling and direct marketing?

Accepted Answer

A) Both are not sales-directed forms of communication. 
B) Both are used to meet a mass audiences simultaneously. 
C) Both are only used in cases of product promotions. 
D) Both are involved in personal interactions with customers. 
E) Both are impersonal and lack direct persuasiveness of company salespeople. 
A) Both are not sales-directed forms of communication. 
B) Both are used to meet a mass audiences simultaneously. 
C) Both are only used in cases of product promotions. 
D) Both are involved in personal interactions with customers. 
E) Both are impersonal and lack direct persuasiveness of company salespeople.

Which of the following is an example of branded entertainment?

Which of the following promotion mix approaches involves the producer promoting the product to different channel members who in turn promote the product to customers?

Which of the following is an effect of the advancement of technology on the new marketing communications model?

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

How have advances in communications technology affected how companies earmark advertising expenses? Explain with an example.

How is a company's advertising budget set based on the objective-and-task method? What is its advantage?

Which of the following is a function of an integrated marketing communications system?

A firm that personally sends a customer details of product release is said to be engaging in personal selling.

With the help of examples,contrast pull and push promotion mix strategies.

Which of the following is true of personal selling in the U.S.?

Which of the following is true of the competitive-parity method of setting an advertising budget?

Advertainment is an example of a ________ advertising technique.

Reminder advertising is ideal for maintaining customer relationships for mature products.

In a promotion mix,________ involves personally connecting with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.

The new marketing communications model consists of promotional mixes that are designed to make traditional mass-media obsolete.

Which of the following is true as a difference between digital media advertising and TV advertising in the United States?

Which of the following is a similarity between personal selling and direct marketing?

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

Which of the following is an example of branded entertainment?

Which of the following promotion mix approaches involves the producer promoting the product to different channel members who in turn promote the product to customers?

Which of the following is an effect of the advancement of technology on the new marketing communications model?

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

How have advances in communications technology affected how companies earmark advertising expenses? Explain with an example.

How is a company's advertising budget set based on the objective-and-task method? What is its advantage?

Which of the following is a function of an integrated marketing communications system?

A firm that personally sends a customer details of product release is said to be engaging in personal selling.

With the help of examples,contrast pull and push promotion mix strategies.

Which of the following is true of personal selling in the U.S.?

Which of the following is true of the competitive-parity method of setting an advertising budget?

Advertainment is an example of a ________ advertising technique.

Reminder advertising is ideal for maintaining customer relationships for mature products.

In a promotion mix,________ involves personally connecting with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.

The new marketing communications model consists of promotional mixes that are designed to make traditional mass-media obsolete.

Which of the following is true as a difference between digital media advertising and TV advertising in the United States?

Which of the following is a similarity between personal selling and direct marketing?

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