Exam 12: Old and New Media: From One-To-Many to Many-To-Many

Which of the following is an example of a top-down budgeting technique used to determine how much a firm will allocate to its promotional activities?

(Multiple Choice)

4.8/5

(34)

Question 101

Buzz that comes from a deliberate buzz marketing campaign is called ,while buzz that occurs without a deliberate campaign from the marketer is called .

(Multiple Choice)

4.7/5

(33)

Question 102

Toward the end of the fiscal year,the owner of a small company came back from lunch concerned because he had learned that a business targeted to the same customers as his was planning on spending $150,000 on promotion.As soon as he arrived at the office,he called his financial manager and said,"I want to budget $150,000 for next year's promotion." Which method of promotional budgeting did the owner want to use?

(Multiple Choice)

4.9/5

(36)

Question 103

Which of the following is NOT a step in the hierarchy of effects?

(Multiple Choice)

4.8/5

(36)

Question 104

Unlike direct marketing,personal selling focuses on direct communication with a consumer or business customer.

(True/False)

4.8/5

(31)

Question 105

By definition,personal selling takes place in person.

(True/False)

4.8/5

(27)

Question 106

An established retail clothing store in a town with a large university wants to quickly increase the number of college students who shop at the store.Which of the following would be the best way to offer a sales promotion to this target market?

(Multiple Choice)

4.8/5

(34)

Question 107

The coordination of marketing communication efforts to influence attitudes or behavior is known as ________.

(Multiple Choice)

4.8/5

(40)

Question 108

Which of the following social media sites was originally designed to connect college students with their friends?

(Multiple Choice)

4.8/5

(47)

Question 109

Which of the following is the nonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor using the mass media?

(Multiple Choice)

4.9/5

(33)

Question 110

What promotional efforts would a marketer be likely to employ if the communication objective was to create desire for the product?

(Essay)

4.9/5

(33)

Question 111

What promotional efforts would a marketer be likely to use if the communication objective was to increase awareness of the brand?

(Essay)

4.9/5

(36)

Question 112

The percentage-of-sales method of setting a communication budget wrongly treats sales as a cause of promotion rather than a result.

(True/False)

4.8/5

(31)

Question 113

Which of the following is typically true during the introduction stage of the product life cycle?

(Multiple Choice)

4.9/5

(31)

Question 114

What type of promotional effort would a marketer likely use for a product in the decline phase?

(Essay)

4.9/5

(38)

Question 115

The decision to use a cleaning genie to communicate the strength and power of Mr.Clean cleaning liquid is representative of the ________ process of the communication model.

(Multiple Choice)

4.8/5

(37)

Question 116

Chevrolet runs a promotion whereby consumers can redeem two free single-day ski lift tickets at their local dealer through a test-drive promotion.According to the communication model,the people coming into the dealership to test-drive a vehicle are the ________.

(Multiple Choice)

4.8/5

(31)

Question 117

WOM stands for ________.

(Multiple Choice)

4.8/5

(34)

Question 118

A company's traditional promotion mix consists of the specific blends of five different parts.Name and define these parts.

(Essay)

4.9/5

(46)

Question 119

With which type of marketing communication does the marketer have the lowest level of control over the message?

(Multiple Choice)

4.8/5

(36)

Question 120

Showing 101 - 120 of 150

Which of the following is an example of a top-down budgeting technique used to determine how much a firm will allocate to its promotional activities?

Buzz that comes from a deliberate buzz marketing campaign is called ,while buzz that occurs without a deliberate campaign from the marketer is called .

Which of the following is NOT a step in the hierarchy of effects?

Unlike direct marketing,personal selling focuses on direct communication with a consumer or business customer.

By definition,personal selling takes place in person.

An established retail clothing store in a town with a large university wants to quickly increase the number of college students who shop at the store.Which of the following would be the best way to offer a sales promotion to this target market?

The coordination of marketing communication efforts to influence attitudes or behavior is known as ________.

Which of the following social media sites was originally designed to connect college students with their friends?

Which of the following is the nonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor using the mass media?

What promotional efforts would a marketer be likely to employ if the communication objective was to create desire for the product?

What promotional efforts would a marketer be likely to use if the communication objective was to increase awareness of the brand?

The percentage-of-sales method of setting a communication budget wrongly treats sales as a cause of promotion rather than a result.

Which of the following is typically true during the introduction stage of the product life cycle?

What type of promotional effort would a marketer likely use for a product in the decline phase?

The decision to use a cleaning genie to communicate the strength and power of Mr.Clean cleaning liquid is representative of the ________ process of the communication model.

Chevrolet runs a promotion whereby consumers can redeem two free single-day ski lift tickets at their local dealer through a test-drive promotion.According to the communication model,the people coming into the dealership to test-drive a vehicle are the ________.

WOM stands for ________.

A company's traditional promotion mix consists of the specific blends of five different parts.Name and define these parts.

With which type of marketing communication does the marketer have the lowest level of control over the message?

Welcome to the World of Marketing: Create and Deliver Value

Strategic Market Planning: Take the Big Picture

Thrive in the Marketing Environment: the World Is Flat

Marketing Research: Gather, analyze, and Use Information

Consumer Behavior: How and Why We Buy

Business-To-Business Markets: How and Why Organizations Buy

Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management

Create the Product

Manage the Product

Services and Other Intangibles: Marketing the Product That Isnt There

Price the Product

One to Many: Advertising, public Relations, and Consumer Sales Promotions

Many to Many: Trade Promotion, direct Marketing, and Personal Selling

Deliver Value Through Supply Chain Management, channels of Distribution, and Logistics

Retailing: Bricks and Clicks

Filters

Exam 12: Old and New Media: From One-To-Many to Many-To-Many

Which of the following is an example of a top-down budgeting technique used to determine how much a firm will allocate to its promotional activities?

Buzz that comes from a deliberate buzz marketing campaign is called ________,while buzz that occurs without a deliberate campaign from the marketer is called ________.

Which of the following is NOT a step in the hierarchy of effects?

Unlike direct marketing,personal selling focuses on direct communication with a consumer or business customer.

By definition,personal selling takes place in person.

An established retail clothing store in a town with a large university wants to quickly increase the number of college students who shop at the store.Which of the following would be the best way to offer a sales promotion to this target market?

The coordination of marketing communication efforts to influence attitudes or behavior is known as ________.

Which of the following social media sites was originally designed to connect college students with their friends?

Which of the following is the nonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor using the mass media?

What promotional efforts would a marketer be likely to employ if the communication objective was to create desire for the product?

What promotional efforts would a marketer be likely to use if the communication objective was to increase awareness of the brand?

The percentage-of-sales method of setting a communication budget wrongly treats sales as a cause of promotion rather than a result.

Which of the following is typically true during the introduction stage of the product life cycle?

What type of promotional effort would a marketer likely use for a product in the decline phase?

The decision to use a cleaning genie to communicate the strength and power of Mr.Clean cleaning liquid is representative of the ________ process of the communication model.

Chevrolet runs a promotion whereby consumers can redeem two free single-day ski lift tickets at their local dealer through a test-drive promotion.According to the communication model,the people coming into the dealership to test-drive a vehicle are the ________.

WOM stands for ________.

A company's traditional promotion mix consists of the specific blends of five different parts.Name and define these parts.

With which type of marketing communication does the marketer have the lowest level of control over the message?

Welcome to the World of Marketing: Create and Deliver Value

Strategic Market Planning: Take the Big Picture

Thrive in the Marketing Environment: the World Is Flat

Marketing Research: Gather, analyze, and Use Information

Consumer Behavior: How and Why We Buy

Business-To-Business Markets: How and Why Organizations Buy

Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management

Create the Product

Manage the Product

Services and Other Intangibles: Marketing the Product That Isnt There

Price the Product

One to Many: Advertising, public Relations, and Consumer Sales Promotions

Many to Many: Trade Promotion, direct Marketing, and Personal Selling

Deliver Value Through Supply Chain Management, channels of Distribution, and Logistics

Retailing: Bricks and Clicks

Filters

Buzz that comes from a deliberate buzz marketing campaign is called ,while buzz that occurs without a deliberate campaign from the marketer is called .