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MARK 15-18
| Question | Answer |
|---|---|
| Companies are doing less _____ and more ____ as a result of an explosion of more focused media that better match today's targeting strategies. | broadcasting;narrowcasting |
| This does type of media does not reach smaller customer segments | magazines |
| The amateur video showing the result of mixing Diet Coke with Mentos candies exemplifies what growing trend? | consumer generated messages |
| The internet, direct mail, magazines, and radio all offer advertisers... | audience selectivity |
| How can consumer-generated ads benefit companies and their products? | Consumers become engaged in the product and consider its value in their lives. |
| This type of media was was harmed the most by the shift to advertise through media that cost less and target more effectively | network television |
| The number of times an average person in the target market is exposed to an ad is known as the _________ | frequency |
| After determining its advertising objectives, the company's next step in developing and advertising program is to ______. | set its advertising budget |
| According to the opening scenario, GEICO has become the fourth-largest insurance company by ______. | integrating humor and creativity into its minicampaigns |
| All of the following require high advertising budgets EXCEPT ________. | mature brands |
| What is a potential problem associated with comparative advertising? | Competitors respond with their own ads, which often results in negative publicity for both brands. |
| Some large corporations have developed ________ to help determine the optimal investment across various media; such tools are useful when determining the relationship between promotional spending and brand sales. | statistical models |
| All of the following are important decisions during the process of developing an advertising program EXCEPT ________. | selecting a target market |
| Which of the following represents the merge between advertising and entertainment? | Madison & Vine |
| A product in the maturity stage will often require ________ advertising. | reminder |
| An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________. | remind |
| Which of the following is an objective of informative advertising? | suggest new uses for a product |
| Familiar products such as Coca-Cola are more likely to use ________. | reminder advertising |
| Advertising ________ define the task that advertising must accomplish with a specific target audience during a specific period of time. | objectives |
| Which of the following is an element of developing an advertising strategy? | selecting advertising media |
| What is the term used to describe the idea that will be communicated to consumers through an advertisement? | message strategy |
| When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used. | informative |
| What is one of the primary goals of reminder advertising? | maintain customer relationships |
| Hewlett-Packard's Customer Sales Group (CSG) caused frustration among customers and salespeople. What was the primary problem with the sales force structure of CSG? | (1.0point) Salespeople were responsible for selling all H-P products instead of specializing in a few products |
| According to research, which of the following is one of the four key talents a successful salesperson must possess? | disciplined work style |
| All of the following are considered advantages of a territorial sales force structure EXCEPT ________. | salespeople develop in-depth knowledge of a product line |
| Companies that use a customer sales force structure organize their salespeople by ________. | industry |
| What is the term used to identify the individuals in a company who travel to call on customers in the field? | outside sales force |
| A ________ is an individual acting on behalf of a company who performs one or more of the following activities: prospecting, communicating, servicing, and information gathering. | salesperson |
| A sales assistant working for an outside sales force will most likely have all of the following duties EXCEPT ________. | determining price points |
| All of the following are problems associated with the poor selection of salespeople EXCEPT ________. | less office support |
| Which of the following elements of the promotion mix involves making personal connections with customers for the purpose of making sales? | personal selling |
| All of the following are disadvantages of the team selling approach EXCEPT ________. | Selling teams increase costs and are time consuming |
| Which of the following is NOT a disadvantage of a product sales force structure? | increased customer delivery time |
| Which of the following is a potential drawback to advertising on a blog? | The content of a blog is difficult to control |
| B2B uses all of the following online resources to reach new business customers EXCEPT ________. | social networks |
| The growth of the Internet caused many brick-and-mortar firms to ________ in response to customer demands and a changing marketplace. | become click-and-mortar firms |
| C2C |
Created by:
murph25
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