Question 1

Once a new behavior has passed a certain point in the diffusion process, the influence of nonprofit marketers diminishes because

Accepted Answer

A)  there are many more people to pass along information about the behavior 
B)  everyone is persuaded, so persuasion is not needed 
C)  they no longer have the right "target audience mindset" 
D)  some people can only be influenced by others 
E)  the old behaviors are so established that nothing will change 
A)  there are many more people to pass along information about the behavior 
B)  everyone is persuaded, so persuasion is not needed 
C)  they no longer have the right "target audience mindset" 
D)  some people can only be influenced by others 
E)  the old behaviors are so established that nothing will change A

Question 2

A nonprofit decides to buy a print ad in either Time Magazine or a local magazine. The best decision is based on

Accepted Answer

A)  the ad size and placement in the magazine 
B)  The lead-time available for placing the ad 
C)  whether to offer a fee weekend visit to the campus 
D)  the cost per thousand persons reached 
E)  whether or not the board chairman reads Time or the local magazine 
A)  the ad size and placement in the magazine 
B)  The lead-time available for placing the ad 
C)  whether to offer a fee weekend visit to the campus 
D)  the cost per thousand persons reached 
E)  whether or not the board chairman reads Time or the local magazine D

Question 3

How do the advertising objective categories, to inform, to persuade and to remind, relate to the Stages of Change?

Accepted Answer

.To inform (Pre-contemplation Stage)
. To persuade (Contemplation Stage and Preparation/Action Stage)
. To remind (Maintenance Stage)
. All elements help to know the decision process involved
.Stages of Change helps determine to which stage the target audience needs to be moved
.Stages of Change can suggest segmentation targets and be used to track progress

Question 4

When and how can copy testing be done for advertising evaluation?

Accepted Answer

. when copy testing can occur - both bef

Question 5

What tasks can a personal communicator perform for a nonprofit organization?

Accepted Answer

. Prospecting - finding and cultivating

Question 6

What are the relative strengths and weaknesses of the key mass media types of television, radio and newspapers?

Accepted Answer

. Television:
o Strengths: extensive rea

Question 7

Nonprofit marketers can reach young people and upscale markets through custom tailored behavior interventions in a social networkng Web site community such as:

Accepted Answer

A)  Netflix 
B)  MySpace 
C)  Yahoo 
D)  Hungryredplanet 
E)  Twitter 
A)  Netflix 
B)  MySpace 
C)  Yahoo 
D)  Hungryredplanet 
E)  Twitter

Question 8

In the summer, colleges advertise very little. This is a decision about

Accepted Answer

A)  media placement 
B)  media timing 
C)  media availability 
D)  media category 
E)  media evaluation 
A)  media placement 
B)  media timing 
C)  media availability 
D)  media category 
E)  media evaluation

Question 9

Mayer and Goldberg identified two qualities that are exhibited by effective personal communicators:

Accepted Answer

A)  be a habitual "wooer" and a chronic hunger for rewards 
B)  ego drive and being a habitual "wooer" 
C)  empathy and ego drive 
D)  be a habitual "wooer" and have empathy 
E)  high energy and empathy 
A)  be a habitual "wooer" and a chronic hunger for rewards 
B)  ego drive and being a habitual "wooer" 
C)  empathy and ego drive 
D)  be a habitual "wooer" and have empathy 
E)  high energy and empathy

Question 10

A symphony will place ads on radio or TV. The decision should be based on

Accepted Answer

A)  the media that have been used before 
B)  how much money it has to spend 
C)  the media habits of the target audience 
D)  the type of advertising copy desired 
E)  all of the above 
A)  the media that have been used before 
B)  how much money it has to spend 
C)  the media habits of the target audience 
D)  the type of advertising copy desired 
E)  all of the above

Question 11

Advertising for state lotteries overstated the odds of winning. This is an example of

Accepted Answer

A)  relying too heavily on advertising 
B)  advertising goals that are unrealistic 
C)  the ethical implications of advertising 
D)  influencing changes in behavior 
E)  advertising objectives not being in the reach of the agency 
A)  relying too heavily on advertising 
B)  advertising goals that are unrealistic 
C)  the ethical implications of advertising 
D)  influencing changes in behavior 
E)  advertising objectives not being in the reach of the agency

Question 12

A personal marketing quality that is particularly valuable for social marketing is

Accepted Answer

A)  a strong personal need to make a sale 
B)  a hard sell, never-give-up approach 
C)  empathy, the ability to feel as the target audience member does 
D)  aggressiveness 
E)  a college degree in social marketing 
A)  a strong personal need to make a sale 
B)  a hard sell, never-give-up approach 
C)  empathy, the ability to feel as the target audience member does 
D)  aggressiveness 
E)  a college degree in social marketing

Question 13

Which of the following is NOT an advertising "pre-testing" method:

Accepted Answer

A)  comprehension tests 
B)  recognition tests 
C)  portfolio recall tests 
D)  physiological tests 
E)  focus group interviews 
A)  comprehension tests 
B)  recognition tests 
C)  portfolio recall tests 
D)  physiological tests 
E)  focus group interviews

Question 14

The preferred method for long-term cost-effective fund-raising is

Accepted Answer

A)  making transactions 
B)  special fundraising events 
C)  relationship building 
D)  telemarketing 
E)  direct mail 
A)  making transactions 
B)  special fundraising events 
C)  relationship building 
D)  telemarketing 
E)  direct mail

Question 15

When a nonprofit member interacts with a member of an important public, there is an opportunity for

Accepted Answer

A)  advertising reach 
B)  comprehension testing 
C)  a donation 
D)  personal persuasion 
E)  focus group interviews 
A)  advertising reach 
B)  comprehension testing 
C)  a donation 
D)  personal persuasion 
E)  focus group interviews

Question 16

A television station donates a commercial to announce a local blood drive. This is called:

Accepted Answer

A)  joint advertising 
B)  public service advertising 
C)  sales promotion 
D)  publicity 
E)  personal marketing 
A)  joint advertising 
B)  public service advertising 
C)  sales promotion 
D)  publicity 
E)  personal marketing

Question 17

Bradford College in Iowa is interested in recruiting new students from Nebraska. First it must decide

Accepted Answer

A)  whether to aim its communication at high school counselors or high school students 
B)  whether to use direct mail or Web 
C)  whether to offer a fee weekend visit to the campus 
D)  How much money to use in different media 
E)  what advertising copy to use in which media 
A)  whether to aim its communication at high school counselors or high school students 
B)  whether to use direct mail or Web 
C)  whether to offer a fee weekend visit to the campus 
D)  How much money to use in different media 
E)  what advertising copy to use in which media

Question 18

Probably, the most difficult challenge for nonprofessional staff of nonprofits, like telephone operators, security officers, cleaning staff and the like, in internal marketing is

Accepted Answer

A)  to get them to have the right target audience mindset 
B)  to get them to call on potential donors and ask for money 
C)  to get them to listen to the professional marketer on staff 
D)  to get them to recognize the fact that they have marketing influence 
E)  to get them cooperate in a personal marketing audit of the organization 
A)  to get them to have the right target audience mindset 
B)  to get them to call on potential donors and ask for money 
C)  to get them to listen to the professional marketer on staff 
D)  to get them to recognize the fact that they have marketing influence 
E)  to get them cooperate in a personal marketing audit of the organization

Once a new behavior has passed a certain point in the diffusion process, the influence of nonprofit marketers diminishes because

A nonprofit decides to buy a print ad in either Time Magazine or a local magazine. The best decision is based on

How do the advertising objective categories, to inform, to persuade and to remind, relate to the Stages of Change?

When and how can copy testing be done for advertising evaluation?

What tasks can a personal communicator perform for a nonprofit organization?

What are the relative strengths and weaknesses of the key mass media types of television, radio and newspapers?

Nonprofit marketers can reach young people and upscale markets through custom tailored behavior interventions in a social networkng Web site community such as:

In the summer, colleges advertise very little. This is a decision about

Mayer and Goldberg identified two qualities that are exhibited by effective personal communicators:

A symphony will place ads on radio or TV. The decision should be based on

Advertising for state lotteries overstated the odds of winning. This is an example of

A personal marketing quality that is particularly valuable for social marketing is

Which of the following is NOT an advertising "pre-testing" method:

The preferred method for long-term cost-effective fund-raising is

When a nonprofit member interacts with a member of an important public, there is an opportunity for

A television station donates a commercial to announce a local blood drive. This is called:

Bradford College in Iowa is interested in recruiting new students from Nebraska. First it must decide

Probably, the most difficult challenge for nonprofessional staff of nonprofits, like telephone operators, security officers, cleaning staff and the like, in internal marketing is

The Growth and Development of Nonprofit Marketing

Developing a Customer-Centered Mindset

Strategic Marketing Planning

Understanding Consumer Behavior

Acquiring and Using Marketing Information

Segmentation, Positioning, and Branding

Branding

Managing the Organizationâs Offerings

Developing and Launching New Offerings

Managing Perceived Costs

Facilitating Marketing Behaviors

Formulating Communications Strategies

Managing Public Media and Public Advocacy

Generating Funds

Attracting Human Resources: Staff, Volunteers, and Boards

Working With the Private Sector

Organizing for Implementation

Marketing Evaluation, Monitoring, and Control

Comprehensive Exploration of Nonprofit Marketing

Filters

Exam 13: Managing Communications: Advertising and Personal Persuasion

Once a new behavior has passed a certain point in the diffusion process, the influence of nonprofit marketers diminishes because

A nonprofit decides to buy a print ad in either Time Magazine or a local magazine. The best decision is based on

How do the advertising objective categories, to inform, to persuade and to remind, relate to the Stages of Change?

When and how can copy testing be done for advertising evaluation?

What tasks can a personal communicator perform for a nonprofit organization?

What are the relative strengths and weaknesses of the key mass media types of television, radio and newspapers?

Nonprofit marketers can reach young people and upscale markets through custom tailored behavior interventions in a social networkng Web site community such as:

In the summer, colleges advertise very little. This is a decision about

Mayer and Goldberg identified two qualities that are exhibited by effective personal communicators:

A symphony will place ads on radio or TV. The decision should be based on

Advertising for state lotteries overstated the odds of winning. This is an example of

A personal marketing quality that is particularly valuable for social marketing is

Which of the following is NOT an advertising "pre-testing" method:

The preferred method for long-term cost-effective fund-raising is

When a nonprofit member interacts with a member of an important public, there is an opportunity for

A television station donates a commercial to announce a local blood drive. This is called:

Bradford College in Iowa is interested in recruiting new students from Nebraska. First it must decide

Probably, the most difficult challenge for nonprofessional staff of nonprofits, like telephone operators, security officers, cleaning staff and the like, in internal marketing is

The Growth and Development of Nonprofit Marketing

Developing a Customer-Centered Mindset

Strategic Marketing Planning

Understanding Consumer Behavior

Acquiring and Using Marketing Information

Segmentation, Positioning, and Branding

Branding

Managing the Organizationâs Offerings

Developing and Launching New Offerings

Managing Perceived Costs

Facilitating Marketing Behaviors

Formulating Communications Strategies

Managing Public Media and Public Advocacy

Generating Funds

Attracting Human Resources: Staff, Volunteers, and Boards

Working With the Private Sector

Organizing for Implementation

Marketing Evaluation, Monitoring, and Control

Comprehensive Exploration of Nonprofit Marketing

Filters