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MKTG 2225 Fall 2014 Ch14 Quiz (Graded)

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Question;1.award:5 out of5.00 pointsThe first decision in executing the promotion program is to __________. set the budget pretest the promotion state the mission select the media select the appeal2.award:0 out of5.00 pointsPharmaceutical companies historically marketed only to doctors. More recently, they have spent millions of dollars to advertise prescription drugs directly to consumers. These pharmaceutical companies are using a __________ strategy.? pull hook direct marketing push multichannel3.award:5 out of5.00 pointsGen Y consumers, born between 1977 and 1994, use a variety of media to deliver and receive messages. The practice by firms to integrate cell phones into their IMC programs is called mobile marketing social networking management Gen Y marketing multicultural marketing multitasking marketing3.award:5 out of5.00 pointsGen Y consumers, born between 1977 and 1994, use a variety of media to deliver and receive messages. The practice by firms to integrate cell phones into their IMC programs is called mobile marketing social networking management Gen Y marketing multicultural marketing multitasking marketing5.award:5 out of5.00 pointsMass selling includes which elements of the promotional mix? personal selling, direct marketing advertising, sales promotion, public relations advertising only advertising, personal selling, public relations advertising, direct marketing6.award:5 out of5.00 pointsWhich of the following is an inherent weakness of advertising? it is difficult to get media cooperation it is difficult for the firm to control the content in a message it is easily duplicated it is difficult to receive good feedback it can easily lead to promotion wars among competitors7.award:5 out of5.00 pointsMass selling refers to the use of different images (such as on the cover of Sports Illustrated) to create a more intimate relationship between buyer and seller. the translation of a company's message into multiple languages for use in advertising in different countries or regions. the production and sales of a single item that contains no variation of product benefits. the creation of unique products based upon the needs and wants of individual consumers. advertising, sales promotions, and public relations activities that are used with groups of prospective buyers.8.award:5 out of5.00 pointsThe Ford Focus sweepstakes is an example of which type of promotion? sales promotion personal selling publicity advertising direct marketing9.award:5 out of5.00 pointsAfter reading the daily newspaper, the restaurant owner of Zefferelli's Tower of Pizza said, "I see that the owner of Fellini's House of Noodles ran a quarter-page ad in today's paper. We'll have to match his spending by running our own ad the day after tomorrow." Based on this statement, what promotional budgeting technique is the Zefferelli's restaurant owner most likely using? objective and task budgeting competitive parity budgeting percentage of sales budgeting comparative budgeting all you can afford budgeting10.award:5 out of5.00 pointsThe __________audit analyzes the internal communication network of the company, identifies key audiences, evaluates customer databases, assesses messages in recent ads, public relations releases, packaging, video news releases, signage, sales promotion pieces, and direct mail, and determines the expertise of company and agency personnel. IMC CMA CMI IMB CBR11.award:5 out of5.00 pointsCommunication refers to the process that requires a sender to decode a message so a receiver can encode it within a mutual field of experience the process of conveying a subliminal message to consumers through words, sounds, and images to encourage the purchase a firm's products. any exchange of knowledge through written or verbal cues. the one-way exchange of ideas between buyers and sellers. the process of conveying a message to others that requires six elements?a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding.12.award:5 out of5.00 pointsFactors such as differences in the availability of credit, the need for improved reliability and security in postal systems, and government regulations represent important challenges for __________ in the global market. publicity direct response marketing personal selling direct marketing direct selling13.award:5 out of5.00 pointsEncoding refers to the process of selecting a communication channel during the communication process. the process of having a receiver take a set of symbols in a message and then translating them into an idea during the communication process. the process of having the sender transform an idea into a set of symbols during the communication process. the reception of a message with a common field of experience during the communication process. the creation of a common field of experience during the communication process.14.award:5 out of5.00 pointsWhich of the following statements regarding direct marketing is most accurate? Many customers believe direct marketing saves time, is entertaining, and offers privacy. Direct customers feel that their privacy is more likely to be compromised with direct marketing than with other methods. Although direct marketing usually saves customers time, it does not usually save customers money. Although direct marketing can save consumers time and money, the process is labor intensive and not very much fun. Direct selling provides less customer service than direct response marketing.'15.award:5 out of5.00 pointsSpecial events, lobbying efforts, and press conferences are examples of __________ tools. public relations personal selling direct marketing advertising sales promotion16.award:5 out of5.00 pointsThe third stage in the hierarchy of effects is __________. evaluation trial awareness interest adoption17.award:5 out of5.00 pointsWhat is the promotional objective of the decline stage of the product life cycle? compare inform persuade phase out remind18.award:5 out of5.00 pointsAt which stage in the product life cycle would the promotional objective be to persuade consumers to buy the product from the firm rather than competitors? decline growth introduction maturity accelerated development19.award:5 out of5.00 pointsWhich of the following is NOT an extraneous factor that can work against effective communication? a wrong image is used in a newspaper ad the message is considered too ordinary a prospect for a firm's product cannot understand the salesperson during a presentation because of her accent a printing mistake in a press release a radio advertisement uses slang

 

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