Question 1

IMC is what makes relationship marketing possible.What do the letters IMC stand for?

Accepted Answer

A)  Internal management centers 
B)  Internal management of customers 
C)  Interdependent marketing of commodities 
D)  Integrated marketing communications 
E)  Independent manufacture ring conglomerate 
A)  Internal management centers 
B)  Internal management of customers 
C)  Interdependent marketing of commodities 
D)  Integrated marketing communications 
E)  Independent manufacture ring conglomerate

Question 2

Stakeholders receive a (n)_____ message when a Six Flags amusement park discovers a lost child and cares for that child until she can be reunited with the parents.

Accepted Answer

A)  planned messages 
B)  functional messages 
C)  unplanned messages 
D)  product messages 
E)  service messages 
A)  planned messages 
B)  functional messages 
C)  unplanned messages 
D)  product messages 
E)  service messages

Question 3

Clos du Bois wine,for example,pursues an advertising campaign targeting the gay and lesbian community that has been remarkably successful.Its ad in gay publications features a wine cork emblazoned with the Gay Pride rainbow-an instantly recognizable symbol in the gay community.What approach to positioning is the winery using?

Accepted Answer

A)  Product competitor 
B)  Product class 
C)  Product user 
D)  Marketing mix 
E)  Price/quality 
A)  Product competitor 
B)  Product class 
C)  Product user 
D)  Marketing mix 
E)  Price/quality

Question 4

All of the following statements are true about the percentage of sales method,EXCEPT:

Accepted Answer

A)  it is inexpensive to use. 
B)  it relates sales to revenue. 
C)  it violates a basic marketing principle. 
D)  it is the simplest to use of all budgeting methods. 
E)  it determined as per the uniform industry standard. 
A)  it is inexpensive to use. 
B)  it relates sales to revenue. 
C)  it violates a basic marketing principle. 
D)  it is the simplest to use of all budgeting methods. 
E)  it determined as per the uniform industry standard.

Question 5

List three reasons why it is essential that an organization actively engages in relationship marketing.Be sure to explain why each is essential.

Accepted Answer

Three reasons why it is essential that a

Question 6

As Lindsey was pulling out of a mall entrance,her car was almost hit by a Littleton ice cream truck.The driver didn't notice her car or the trouble she had avoiding the accident.At that point,she swore to never buy Littleton ice cream again.In terms of the messages that stakeholders receive,Lindsey received a (n)_____ message.

Accepted Answer

A)  planned 
B)  functional 
C)  unplanned 
D)  product 
E)  service 
A)  planned 
B)  functional 
C)  unplanned 
D)  product 
E)  service

Question 7

The share of market/share of voice method is an attempt to link advertising dollars with product cost.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is NOT an element of the creative mix?

Accepted Answer

A)  The advertising budget 
B)  The target audience 
C)  The advertising message 
D)  The product concept 
E)  The communications media 
A)  The advertising budget 
B)  The target audience 
C)  The advertising message 
D)  The product concept 
E)  The communications media

Question 9

According to the advertising pyramid,the second task of advertising is to:

Accepted Answer

A)  communicate enough information about a product and its features to persuade a certain number of people to believe in its value. 
B)  communicate enough information about the product so that some percentage of the aware group recognizes the product. 
C)  acquaint some portion of the market with a product's existence. 
D)  persuade customers to buy larger sizes or multiple units. 
E)  accelerate sales by implementing a variety of sales promotions. 
A)  communicate enough information about a product and its features to persuade a certain number of people to believe in its value. 
B)  communicate enough information about the product so that some percentage of the aware group recognizes the product. 
C)  acquaint some portion of the market with a product's existence. 
D)  persuade customers to buy larger sizes or multiple units. 
E)  accelerate sales by implementing a variety of sales promotions.

Question 10

According to the advertising pyramid,the first task of advertising is to communicate enough information about the product to develop conviction.

Accepted Answer

A) True 
 B)False

Question 11

The _____ for an organization assembles all the pertinent facts about the organization,the markets it serves,and its products,services,customers,and competition.

Accepted Answer

A)  vision 
B)  marketing plan 
C)  advertising plan 
D)  marketing mix 
E)  competitive strategy 
A)  vision 
B)  marketing plan 
C)  advertising plan 
D)  marketing mix 
E)  competitive strategy

Question 12

The budget buildup method is also known as the _____ method.

Accepted Answer

A)  percentage-of-sale 
B)  competitive parity 
C)  objective/task 
D)  empirical funding 
E)  unit of sale 
A)  percentage-of-sale 
B)  competitive parity 
C)  objective/task 
D)  empirical funding 
E)  unit of sale

Question 13

In the _____ method of establishing an advertising budget,a company runs a series of tests in different markets with different budgets,to determine the best level of advertising expenditure.

Accepted Answer

A)  defensive 
B)  empirical research 
C)  experimental 
D)  flexible budgeting 
E)  integrative testing 
A)  defensive 
B)  empirical research 
C)  experimental 
D)  flexible budgeting 
E)  integrative testing

Question 14

Silly Putty has been around for years.It began as a gag gift sold in specialty stores alongside fake vomit.It has always avoided direct confrontation with other toy companies by finding a market that was small enough to defend itself and never really acted like a market leader.Which of the following strategies has Silly Putty successfully followed?

Accepted Answer

A)  The strategic square 
B)  Flanking warfare 
C)  Defensive warfare 
D)  Bottom up 
E)  Guerrilla warfare 
A)  The strategic square 
B)  Flanking warfare 
C)  Defensive warfare 
D)  Bottom up 
E)  Guerrilla warfare

Question 15

The full-page ad that Delta Airlines ran in Fast Company magazine is an example of which type of company/brand-related messages that are sent to company stakeholders?

Accepted Answer

A)  Planned messages 
B)  Inadvertent messages 
C)  Random messages 
D)  Dissonance messages 
E)  Service messages 
A)  Planned messages 
B)  Inadvertent messages 
C)  Random messages 
D)  Dissonance messages 
E)  Service messages

Question 16

What are the action programs?

Accepted Answer

Action pro

Question 17

Different stakeholders require different types of relationships.

Accepted Answer

A) True 
 B)False

Question 18

The exhibition and trade show industry,after decades of fabulous growth,is experiencing business decline.The _____ for the Center for Exhibition Industry Research,reported,"The exhibition industry will face more competition for marketing dollars in the next five years than it has in the last 25 years."

Accepted Answer

A)  situation analysis 
B)  advertising research strategy 
C)  random probability sampling 
D)  product audit 
E)  stakeholder audit 
A)  situation analysis 
B)  advertising research strategy 
C)  random probability sampling 
D)  product audit 
E)  stakeholder audit

Question 19

The advertising plan is a natural outgrowth of the marketing plan.

Accepted Answer

A) True 
 B)False

Question 20

The advertising _____ declares where the advertiser wants to be with respect to consumer awareness,attitude,and preference,and the advertising _____ describes how to get there.

Accepted Answer

A)  tactic; operational plan 
B)  strategy; research 
C)  objective; strategy 
D)  tactic; agency 
E)  mission; boutique 
A)  tactic; operational plan 
B)  strategy; research 
C)  objective; strategy 
D)  tactic; agency 
E)  mission; boutique

IMC is what makes relationship marketing possible.What do the letters IMC stand for?

Stakeholders receive a (n)_____ message when a Six Flags amusement park discovers a lost child and cares for that child until she can be reunited with the parents.

All of the following statements are true about the percentage of sales method,EXCEPT:

List three reasons why it is essential that an organization actively engages in relationship marketing.Be sure to explain why each is essential.

The share of market/share of voice method is an attempt to link advertising dollars with product cost.

Which of the following is NOT an element of the creative mix?

According to the advertising pyramid,the second task of advertising is to:

According to the advertising pyramid,the first task of advertising is to communicate enough information about the product to develop conviction.

The _____ for an organization assembles all the pertinent facts about the organization,the markets it serves,and its products,services,customers,and competition.

The budget buildup method is also known as the _____ method.

In the _____ method of establishing an advertising budget,a company runs a series of tests in different markets with different budgets,to determine the best level of advertising expenditure.

The full-page ad that Delta Airlines ran in Fast Company magazine is an example of which type of company/brand-related messages that are sent to company stakeholders?

What are the action programs?

Different stakeholders require different types of relationships.

The advertising plan is a natural outgrowth of the marketing plan.

The advertising _ declares where the advertiser wants to be with respect to consumer awareness,attitude,and preference,and the advertising _ describes how to get there.

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters

Exam 8: Marketing and Advertising Planning

IMC is what makes relationship marketing possible.What do the letters IMC stand for?

Stakeholders receive a (n)_____ message when a Six Flags amusement park discovers a lost child and cares for that child until she can be reunited with the parents.

All of the following statements are true about the percentage of sales method,EXCEPT:

List three reasons why it is essential that an organization actively engages in relationship marketing.Be sure to explain why each is essential.

The share of market/share of voice method is an attempt to link advertising dollars with product cost.

Which of the following is NOT an element of the creative mix?

According to the advertising pyramid,the second task of advertising is to:

According to the advertising pyramid,the first task of advertising is to communicate enough information about the product to develop conviction.

The _____ for an organization assembles all the pertinent facts about the organization,the markets it serves,and its products,services,customers,and competition.

The budget buildup method is also known as the _____ method.

In the _____ method of establishing an advertising budget,a company runs a series of tests in different markets with different budgets,to determine the best level of advertising expenditure.

The full-page ad that Delta Airlines ran in Fast Company magazine is an example of which type of company/brand-related messages that are sent to company stakeholders?

What are the action programs?

Different stakeholders require different types of relationships.

The advertising plan is a natural outgrowth of the marketing plan.

The advertising _____ declares where the advertiser wants to be with respect to consumer awareness,attitude,and preference,and the advertising _____ describes how to get there.

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters

The advertising _ declares where the advertiser wants to be with respect to consumer awareness,attitude,and preference,and the advertising _ describes how to get there.