Question 1

Compare and contrast advertising based on logical appeal with that based on emotional appeal.

Accepted Answer

The basic approach with a logical appeal is to make a claim based on a rational argument supported by solid evidence.Not surprisingly,business-to-business advertising relies heavily on logical appeals because businesses have logical concerns-profitability,process improvements,quality,and other financial and technical concerns.However,marketers should not ignore the emotional aspects of business purchasing.Managers put their reputations and sometimes their careers on the line when they make major purchase decisions,so advertisers need to consider these emotional elements.Logical appeals are also used in consumer advertising whenever the purchase decision has a rational component and logic might help persuade buyers to consider or prefer a particular product.
An emotional appeal calls on audience feelings and sympathies rather than facts,figures,and rational arguments.Emotional appeals range from sentimental to terrifying.On the lighter side,flowers,greeting cards,and gifts are among the products usually sold with a positive emotional appeal.At the other end of the spectrum are appeals to a broad range of fears: personal and family safety,financial security,social acceptance,and business success or failure.To be effective,appeals to fear must be managed carefully.Laying it on too thick can anger the audience or even cause them to block out the message entirely.

Question 2

The measurability of direct marketing is one of its greatest appeals.

Accepted Answer

A) True 
 B)False  True

Question 3

________ involves a financial arrangement in which companies with products sold nationally share the costs of local advertising with local marketing intermediaries.

Accepted Answer

A)  Cooperative advertising 
B)  Prospecting 
C)  Canned sales pitch 
D)  Specialty advertising 
E)  Trade allowances 
A)  Cooperative advertising 
B)  Prospecting 
C)  Canned sales pitch 
D)  Specialty advertising 
E)  Trade allowances A

Question 4

In ________,a salesperson acts as a consultant and advisor who helps current and potential customers find the best solutions to their personal or business needs.

Accepted Answer

A)  direct marketing 
B)  prospecting 
C)  consultative selling 
D)  specialty advertising 
E)  sales promotion 
A)  direct marketing 
B)  prospecting 
C)  consultative selling 
D)  specialty advertising 
E)  sales promotion

Question 5

Joseph is a new sales agent at Clevenger & Co.,a firm that sells life and health insurance plans.Joseph is asked to identify individuals in a specific neighborhood who might need insurance services and shortlist those individuals who are likely to have the available money to purchase the firm's insurance plans.In this example,the task given to Joseph is termed as ________.

Accepted Answer

A)  consumer promotion 
B)  consultative selling 
C)  prospecting 
D)  behavioral targeting 
E)  trade promotion 
A)  consumer promotion 
B)  consultative selling 
C)  prospecting 
D)  behavioral targeting 
E)  trade promotion

Question 6

What are the seven general steps in personal selling?

Accepted Answer

The seven general steps in personal sell

Question 7

Push strategy differs from pull strategy because in push strategy a producer ________.

Accepted Answer

A)  appeals directly to end customers 
B)  uses integrated marketing communications 
C)  focuses on wholesalers or retailers 
D)  uses reminder advertising 
E)  uses "bait and switch" advertising 
A)  appeals directly to end customers 
B)  uses integrated marketing communications 
C)  focuses on wholesalers or retailers 
D)  uses reminder advertising 
E)  uses "bait and switch" advertising

Question 8

A promotional strategy that directly stimulates consumer demand via advertising and other communication efforts is known as ________.

Accepted Answer

A)  pricing strategy 
B)  push strategy 
C)  digital strategy 
D)  pull strategy 
E)  operations strategy 
A)  pricing strategy 
B)  push strategy 
C)  digital strategy 
D)  pull strategy 
E)  operations strategy

Question 9

Paper couponing is an efficient technique.

Accepted Answer

A) True 
 B)False

Question 10

The thinking behind celebrity involvement in advertising is that people will be more inclined to use products endorsed by a celebrity because they will identify with and want to be like this person.

Accepted Answer

A) True 
 B)False

Question 11

A television commercial promoting a new range of naturally-flavored ice creams,manufactured by Ice Fountain,an ice cream and candy manufacturing firm,is an example of which of the following elements in the communication mix?

Accepted Answer

A)  institutional advertising 
B)  sales promotion 
C)  social media 
D)  product advertising 
E)  personal selling 
A)  institutional advertising 
B)  sales promotion 
C)  social media 
D)  product advertising 
E)  personal selling

Question 12

Compare and contrast coupons with rebates.

Accepted Answer

Coupons and rebates are both consumer pr

Question 13

If a company asks its customers or website visitors to opt-in to its mailing lists,it is using ________.

Accepted Answer

A)  stealth marketing 
B)  search engine marketing 
C)  targeted display advertising 
D)  permission-based marketing 
E)  remarketing 
A)  stealth marketing 
B)  search engine marketing 
C)  targeted display advertising 
D)  permission-based marketing 
E)  remarketing

Question 14

________ encompasses a wide variety of nonsales communications that businesses have with their many stakeholders,including communities,investors,industry analysts,government agencies,and activists.

Accepted Answer

A)  Push strategy 
B)  Trade allowances 
C)  Brand communities 
D)  Public relations 
E)  Pull strategy 
A)  Push strategy 
B)  Trade allowances 
C)  Brand communities 
D)  Public relations 
E)  Pull strategy

Question 15

Yelp is a popular content curation site,in which someone with expertise or interest in a particular field collects and republishes material on a topic in that field.

Accepted Answer

A) True 
 B)False

Question 16

Discuss the similarities and differences between using search engine marketing and direct response television as marketing media.

Accepted Answer

With millions of web users relying on se

Question 17

Amgen Laboratories Ltd.,a pharmaceutical company,runs advertisements and commercials promoting child health and stressing healthy eating habits in children.These advertisements also provide health tips to parents.In this example,Amgen Laboratories Ltd.uses ________ advertising.

Accepted Answer

A)  product 
B)  comparative 
C)  advocacy 
D)  cooperative 
E)  consultative 
A)  product 
B)  comparative 
C)  advocacy 
D)  cooperative 
E)  consultative

Question 18

In ________,the salesperson recites or even reads a stock message,with no regard for the customer's unique circumstances.

Accepted Answer

A)  canned sales pitch 
B)  prospecting 
C)  direct marketing 
D)  behavioral targeting 
E)  consultative selling 
A)  canned sales pitch 
B)  prospecting 
C)  direct marketing 
D)  behavioral targeting 
E)  consultative selling

Question 19

Which of the following is a disadvantage of product placement?

Accepted Answer

A)  It cannot get around viewers' advertising filters. 
B)  It is predictable. 
C)  It provides extensive choice of vehicles. 
D)  It has less scope for visibility in the right program. 
E)  Its effectiveness is linked to the popularity of the programming. 
A)  It cannot get around viewers' advertising filters. 
B)  It is predictable. 
C)  It provides extensive choice of vehicles. 
D)  It has less scope for visibility in the right program. 
E)  Its effectiveness is linked to the popularity of the programming.

Question 20

Advertising that seeks to create goodwill and to build a desired image for a company,rather than to promote specific products is termed as ________.

Accepted Answer

A)  product advertising 
B)  institutional advertising 
C)  comparative advertising 
D)  bait and switch advertising 
E)  reminder advertising 
A)  product advertising 
B)  institutional advertising 
C)  comparative advertising 
D)  bait and switch advertising 
E)  reminder advertising

Compare and contrast advertising based on logical appeal with that based on emotional appeal.

The measurability of direct marketing is one of its greatest appeals.

________ involves a financial arrangement in which companies with products sold nationally share the costs of local advertising with local marketing intermediaries.

In ________,a salesperson acts as a consultant and advisor who helps current and potential customers find the best solutions to their personal or business needs.

What are the seven general steps in personal selling?

Push strategy differs from pull strategy because in push strategy a producer ________.

A promotional strategy that directly stimulates consumer demand via advertising and other communication efforts is known as ________.

Paper couponing is an efficient technique.

The thinking behind celebrity involvement in advertising is that people will be more inclined to use products endorsed by a celebrity because they will identify with and want to be like this person.

A television commercial promoting a new range of naturally-flavored ice creams,manufactured by Ice Fountain,an ice cream and candy manufacturing firm,is an example of which of the following elements in the communication mix?

Compare and contrast coupons with rebates.

If a company asks its customers or website visitors to opt-in to its mailing lists,it is using ________.

________ encompasses a wide variety of nonsales communications that businesses have with their many stakeholders,including communities,investors,industry analysts,government agencies,and activists.

Yelp is a popular content curation site,in which someone with expertise or interest in a particular field collects and republishes material on a topic in that field.

Discuss the similarities and differences between using search engine marketing and direct response television as marketing media.

Amgen Laboratories Ltd.,a pharmaceutical company,runs advertisements and commercials promoting child health and stressing healthy eating habits in children.These advertisements also provide health tips to parents.In this example,Amgen Laboratories Ltd.uses ________ advertising.

In ________,the salesperson recites or even reads a stock message,with no regard for the customer's unique circumstances.

Which of the following is a disadvantage of product placement?

Advertising that seeks to create goodwill and to build a desired image for a company,rather than to promote specific products is termed as ________.

Developing a Business Mindset

Understanding Basic Economics

The Global Marketplace

Business Ethics and Corporate Social Responsibility

Forms of Ownership

Entrepreneurship and Small Business Ownership

Management Roles, Functions, and Skills

Organization and Teamwork

Production Systems

Employee Motivation

Human Resources Management

Labor Relations

The Art and Science of Marketing

Product and Pricing Strategies

Distribution and Marketing Logistics

Financial Information and Accounting Concepts

Financial Management

Financial Markets and Investment Strategies

The Money Supply and Banking Systems

Filters

Exam 16: Customer Communication

Compare and contrast advertising based on logical appeal with that based on emotional appeal.

The measurability of direct marketing is one of its greatest appeals.

________ involves a financial arrangement in which companies with products sold nationally share the costs of local advertising with local marketing intermediaries.

In ________,a salesperson acts as a consultant and advisor who helps current and potential customers find the best solutions to their personal or business needs.

What are the seven general steps in personal selling?

Push strategy differs from pull strategy because in push strategy a producer ________.

A promotional strategy that directly stimulates consumer demand via advertising and other communication efforts is known as ________.

Paper couponing is an efficient technique.

The thinking behind celebrity involvement in advertising is that people will be more inclined to use products endorsed by a celebrity because they will identify with and want to be like this person.

A television commercial promoting a new range of naturally-flavored ice creams,manufactured by Ice Fountain,an ice cream and candy manufacturing firm,is an example of which of the following elements in the communication mix?

Compare and contrast coupons with rebates.

If a company asks its customers or website visitors to opt-in to its mailing lists,it is using ________.

________ encompasses a wide variety of nonsales communications that businesses have with their many stakeholders,including communities,investors,industry analysts,government agencies,and activists.

Yelp is a popular content curation site,in which someone with expertise or interest in a particular field collects and republishes material on a topic in that field.

Discuss the similarities and differences between using search engine marketing and direct response television as marketing media.

Amgen Laboratories Ltd.,a pharmaceutical company,runs advertisements and commercials promoting child health and stressing healthy eating habits in children.These advertisements also provide health tips to parents.In this example,Amgen Laboratories Ltd.uses ________ advertising.

In ________,the salesperson recites or even reads a stock message,with no regard for the customer's unique circumstances.

Which of the following is a disadvantage of product placement?

Advertising that seeks to create goodwill and to build a desired image for a company,rather than to promote specific products is termed as ________.

Developing a Business Mindset

Understanding Basic Economics

The Global Marketplace

Business Ethics and Corporate Social Responsibility

Forms of Ownership

Entrepreneurship and Small Business Ownership

Management Roles, Functions, and Skills

Organization and Teamwork

Production Systems

Employee Motivation

Human Resources Management

Labor Relations

The Art and Science of Marketing

Product and Pricing Strategies

Distribution and Marketing Logistics

Financial Information and Accounting Concepts

Financial Management

Financial Markets and Investment Strategies

The Money Supply and Banking Systems

Filters