Marketing MBA-565 module 7 quiz

Question

1.One of the advantages of television is that it combines sight, sound, and motion, appealing to the senses, high attention, and high reach. One of the disadvantages of television is its ________. (Points : 5)

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use of the “remote control” to zap through commercials

high clutter

cable channels

fragmented markets

censorship possibilities

2.When two or more brands or companies team up on coupons, refunds, and contests to increase pulling power, it is called ________. (Points : 5)

price packs

frequency promotions

team promoting

tie-in promotions

cross-promotions

3.In measuring the effectiveness of a firm’s communications investment, ultimately ________ measures capture the real payoff. (Points : 5)

behavior-change

purchase

action

inaction

none of the above

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

5.If a person has a positive attitude toward a source and a message, or a negative attitude toward both, a state of ________ is said to exits. (Points : 5)

communication

congruity

celebrity

insight

transformation

6.Customers typically pose objections during the presentation or when asked for the order. ________ resistance includes resistance to interference or a reluctance to give up something. (Points : 5)

Promoting

Branding

Logical

Psychological

Normal

7.The marketing communications mix consists of eight major modes of communications. Which of the following is NOT one of these modes? (Points : 5)

Personal selling

Direct marketing

Sales promotions

Packaging

Advertising

8.The ________ method of measuring event effectiveness identifies the effect sponsorship had on consumers’ brand knowledge. (Points : 5)

incremental

supply-side

demand-side

historical

experimental

9.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

10.In which step is the salesperson “telling the story” of his product or service? (Points : 5)

Preapproach

Prospects

Presentation

Closing

Follow-up

11.In deciding to use a particular incentive, marketers have several factors to consider. One of these factors is ________. (Points : 5)

duration

distribution vehicle

promotion budget

size

all of the above

12.Communication option are often more effective when used in tandem. ________ relates to the extent to which different associations and linkages are emphasized across communication options. (Points : 5)

Coverage

Contribution

Commonality

Complementarity

Versatility
*

13.When setting the advertising budget, marketers must consider the ________. (Points : 5)

message details

cost of television time

cost of new product development

stage in the product life cycle

buyer’s reaction to the campaign

14.________ is another form of word of mouth that encourages consumers to pass along company-developed products and services or audio, video, or written information to others online. (Points : 5)

Buzz marketing

Viral marketing

Social networking

Pay-per-click advertising

Mobile marketing

15.In choosing the proper media to carry the message, advertisers must decide on ________. (Points : 5)

strategy, users, and media

target markets, users, and heavy users

markets, target markets, and consumers

reach, impact, and television stations

reach, frequency, and impact

16.The higher the ________ associated with a brand, product category, or message, the higher the warranted level of repetition. (Points : 5)

total number of exposures

target audience media habits

forgetting rate

impact

reach

17.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

18.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

commercials

kiosks

19.Of the seven Cs of effective Web design, ________ refers to the degree that the site is linked to other sites. (Points : 5)

community

context

content

commerce

connection

20.The four common methods that companies use to decide on a promotion budget include the affordable method, the percentage-of-sales method, ________, and the objective-and-task method. (Points : 5)

financial method

incremental growth method

zero-based budgeting method

competitive-parity method

last year’s budget method

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