28 Jun Marketing functions must be coordinated to ensure
Question
1.Marketing functions must be coordinated to ensure ________ among communications tools. (Points : 5)
significant costs
power
importance
incremental costs
substitutability
Question 2. 2.Communication researchers see society as consisting of ________, small groups whose members interact frequently and whose closeness facilitates effective communication but also insulates them from new ideas. (Points : 5)
social networks
buzzes
cliques
viruses
campaigns
Question 3. 3.Marketing managers must prepare implementation and control plans that cover the various elements of the sales promotion program. ________ is the time necessary to prepare the program prior to launching it. (Points : 5)
Sell-in time
Pretesting
Duration
Lead time
Forwarding
Question 4. 4.An effectively trained company sales force can make four important contributions: enthusiasm building, missionary selling, key account management, and ________. (Points : 5)
customer contacts
relationship selling
direct sales contacts
increased stock position
account management
Question 5. 5.The macromodel of effective communications contains nine elements. Two elements represent the major parties in a communication. These two parties are called ________ and ________. (Points : 5)
sender; subject
beginner; receiver
receiver; starter
initiator; receiver
sender; receiver
Question 6. 6.Some companies set their promotion budget to achieve share-of-voice parity with competitors. This is referred to as the ________ of promotions budgeting. (Points : 5)
objective-task method
percentage-of-sales method
competitive-parity method
affordable method
comparable method
Question 7. 7.Call centers that initiate calls to prospects and customers are called _________. (Points : 5)
teleprospecting
telesales
telecoverage
outbound telemarketing
inbound telemarketing
Question 8. 8.Most companies today are moving to the concept of a leveraged sales force, which is defined as ________. (Points : 5)
using overseas inbound sales centers and a direct sales force
using a combination of telemarketers and the Web for ordering
using a combination of inside salespeople and telemarketers
using a direct sales force, a representative sales force, and inside salespeople
using a combination of sales force, inside salespeople, and Web ordering
Question 9. 9.Television advertising used to be the most powerful means of hitting the consumer marketing bull’s-eye. Its demise is attributed to ________ and to shifts in the media now used to reach consumers. (Points : 5)
the aging of the baby boomer demographic
a shift in the proportion of radio listening to television viewing
increasing consumer cynicism toward advertising
the fragmentation of U.S. audiences
none of the above
Question 10. 10.Companies must consider several factors in developing their communications mix: type of product market, consumer readiness to make a purchase, and the stage in the ________. (Points : 5)
product life cycle
marketing mix
advertising mix
buying process
none of the above
Question 11. 11.Salespeople need to know how to recognize closing signs from the buyer, including physical actions, statements or comments, and ________. (Points : 5)
products
questions
concerns
actions
objections
Question 12. 12.Readers of Vogue may pay more attention to ads than do readers of Newsweek. In this example, Vogue has greater ________ than Newsweek. (Points : 5)
ad-placement policies
editorial quality
audience-attention probability
audience quality
lead generation
Question 13. 13.Messages delivered by attractive or popular sources can potentially achieve higher attention and recall. What is important is the spokesperson’s credibility. Source credibility consists of trustworthiness, likability, and ________. (Points : 5)
celebrity status
experience
expertise
age
reputation
Question 14. 14.________ is most important when launching new products, flanker brands, or extensions of well-known brands. (Points : 5)
Media selection
Weighted exposures
Impact
Reach
Frequency
Question 15. 15.A media vehicle’s ________ refers to its prestige and believability. People are more likely to believe a TV or radio ad and to become more positively disposed toward the brand when the ad is placed within a program they like. (Points : 5)
ad-placement policies
editorial quality
audience-attention probability
audience quality
lead generation
Question 16. 16.A(n) ________ appeal elaborates on a non-product-related benefit or image when advertising a product or service. (Points : 5)
informational
destructive
involving
creative
transformational
Question 17. 17.A creative brief is an elaboration of the positioning statement and includes such items as ________. (Points : 5)
key brand benefits
detailed instructions for the director of the commercial
detailed instructions for the print ads
key actors to be used in the commercial
none of the above
Question 18. 18.One implication of the concept of brand equity is that the manner in which brand associations are formed does not matter. In other words, if a consumer has an equally strong, favorable, and unique brand association between two media, then the impact in terms of brand equity should be ________. (Points : 5)
prominent
identical
different
measurable
actionable
Question 19. 19.The appeal of public relations and publicity is based on three distinctive qualities. These include ________, the ability to catch buyers off guard, and dramatization. (Points : 5)
invitation
free
high credibility
exposure
low cost
Question 20.20.Other media for direct-response marketing includes television. Television is used by direct marketers in conducting or producing “infomercials,” and ________. (Points : 5)
ad campaigns
direct response
at-home shopping channels
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