Eaton is a large industrial company that sells a range of different technical products to other companies. Since its products are mostly complex and its customers are other businesses, __________________ would be its most important promotional mix tool.
personal selling | ||
social media marketing | ||
sales promotions | ||
TV advertising | ||
publicity |
Integrated marketing communication means that ______________.
the message and style of all the company's or brand's communication activities are closely coordinated | ||
the company's communication activities are spread through all available channels | ||
individual messages are encoded in a way to maximize fit with each medium | ||
ads are integrated into social media in way that prevents consumers from realizing they are ads | ||
a company uses a wide range of message styles to avoid consumer boredom |
In which of these situations would the promotional goal "Inform" be the most relevant?
To make sure that a well-known brand stays top-of-mind. | ||
In the last step of the AIDA process | ||
In the introduction stage of the product life cycle. | ||
When the market share for the brand is declining. | ||
When the company wants to improve the image of a brand that most consumers don't like |
In many ads for Geico, the message is that customers will save money by switching to Geico. The process of translating this message into an ad represents the ___________________ step in the communication model.
message determination | ||
channeling | ||
translation | ||
verbalization | ||
encoding |
Coca-Cola provides point-of-sales materials such as display cases and offers discounts to retailers in order to encourage these to sell Coca-Cola's products. These are examples of _________________.
retailer marketing | ||
personal sales tactics | ||
publicity materials | ||
trade promotions | ||
functional marketing tactics |
The online retailer Everlane has grown rapidly in part thanks to loyal customers who post pictures of themselves wearing the brand on social media. This positive user created content would be considered ________________.
owned media | ||
earned media | ||
platform media | ||
CRM media | ||
search media |
While TV commercials can be expensive, one of the benefits of using this media is that __________________.
the audience can be assumed to be very attentive | ||
production costs for TV ads are typically low | ||
the advertiser will automatically get a lot of feedback from the audience | ||
it allows for creative ways to illustrate product benefits | ||
the advertiser has full control over the situation in which the message is received |
There are several options for how to put together a commercial and these are referred to as the ad's executional style. One of these styles presents regular people in everyday situations who happen to be using the advertised product. This style is referred to as __________________________.
testimonial | ||
lifestyle advertising | ||
humorous | ||
slice-of-life | ||
demonstration |
While social media marketing can be very cost effective, one of the downsides is that ___________________________.
user generated media can be both positive and negative | ||
most social media platforms have limited reach | ||
social media marketing cannot be used to reach consumers older than 50 | ||
there are not yet any available metrics adapted to evaluating social media marketing | ||
the options for creative messaging are limited on social media |
Companies that publish ads on their Youtube channels typically hope these ads "go viral" since this means that ____________.
many people will end up watching the ad | ||
the cost per contact will be maximized | ||
the ad will become available on TV as well | ||
the frequency will be maximized | ||
the ad will be correctly decoded |
You are launching a new premium brand of chocolate. Since you are a small company you will mostly focus on a push strategy, since ___________________________________.
you want to make sure that your product will be made available and clearly promoted in several stores | ||
a push strategy is a good fit with social media tools like Instagram | ||
TV or print advertising doesn't work for chocolate | ||
pull strategies cannot be used for consumer food products | ||
A push strategy is the best option for creating consumer desire |
___________________ is an approach to marketing that focuses on understanding customers as individuals instead of as anonymous parts of a big segment.
Total Quality Management | ||
Social Media Marketing | ||
Corporate Social Responsibility | ||
Organizational Optimization | ||
Customer Relationship Management |
Sales force compensation is usually commission based. While this typically motivates the sales force, a potential risk is _________________.
that it may motivate salespeople to try to sell products that the customer doesn't need | ||
that it takes too long for the motivation effect to occur | ||
that it will be confusing to the HR department | ||
that the personal selling component of the company's strategy will dominate | ||
that it only works for territorial sales force structures |
Most ads for the insurance company Statefarm include the phrase "Statefarm is there." The idea that Statefarm will be by its customers' side like a good neighbor is the _______________________ for this campaign.
advertising objective | ||
unique selling proposition | ||
ad executional style | ||
media definition | ||
benefit statement |
Every time Arsema orders running shoes from Road Runner Sports, the Website gives her a recommendation for another type of product that she could buy, such as apparel or socks. This is an example of _________________.
markup selling | ||
database marketing | ||
data mining | ||
cross-selling | ||
retention marketing |
According to the AIDA model, the ultimate (final) goal of a communication campaign is to encourage _______________.
adaptation | ||
attitude alignment | ||
attention | ||
adoption | ||
action |
In one of our online sessions we looked at an ad for Statefarm that featured a guy's transition from being single to being a suburban dad. Most of you said that it made you feel emotional. The type of response an ad is designed to create is considered the ad's __________________.
benefit statement | ||
advertising appeal | ||
comparative advantage | ||
messaging strategy | ||
media strategy |
The insurance company Progressive is regularly promoted with television commercials, radio spots, and magazine ads. In the communication process, these media serve as _____________ for transmitting the message.
encoders | ||
senders | ||
decoders | ||
channels | ||
receivers |
One of the characteristics of public relations as a promotional tool is the low degree of control of the content of the message compared to other tools. However, this downside can be off-set by _____________________________________.
the fact that information from third-party sources, such as news outlets, is perceived as less biased than company information | ||
the flexibility of scheduling the dates when the information will be available | ||
the high control over the visual design of every message | ||
the fact that it will be easy to monitor how many potential buyers will eventually see the message | ||
it is clear that the company stands behind these messages |
____________________ is an important step in the selling process since this allows the company to use its time making sales calls more efficiently.
Customer mapping | ||
Lead generation | ||
Relationship building | ||
Cold calling | ||
Customer stratification |
An article in New York Times about the Disney+ show the Mandalorian would be an example of ____________________.
news marketing | ||
social media buzz | ||
publicity | ||
direct marketing | ||
direct selling |
The promotional tool__________________ is useful if a firm has an immediate objective, such as increasing sales for a brand quickly.
publicity | ||
sales promotions | ||
media marketing | ||
product placement | ||
advertising |
Assume your advertising budget is limited to 1 million dollars. If you want to increase frequency while staying within this budget, ____________________________+
you need to decrease the length of your message | ||
you should use your entire budget on advertising during a prime time TV show like American Idol | ||
you also need to increase the appeal for your campaign | ||
you audience selectivity will go down | ||
you will likely have to accept a lower reach |
In the selling process, a sales person should prepare for __________________, since these indicate that the potential buyer might be interested but may need more information or arguments for buying the product.
referrals | ||
closing statements | ||
a needs assessment | ||
handling objections | ||
gatekeepers |
Which of the following promotional tools would be your best option for encouraging product trial of a new brand of granola bars?
Sampling | ||
Public relations | ||
TV advertising | ||
Billboard advertising | ||
Personal selling |