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I Love Marketing
Integrated Communication
Advertising and Public Relations
Global Marketplace
Direct and Online Marketing
100
Chick-fil-A's careful integration of communication channels to deliver a clear, consistent, and compelling message of "Eat Mor Chikin" is called ________________?
What is integrated marketing communications?
100
Which of the following is one of the five major promotional tools? a) market penetration, b) strategic positioning, c) product line filling, d) market diversification or e) direct marketing
What is e) direct marketing?
100
The decisions about reach, frequency, and impact of an advertisement fall into the category of ________ decisions. a) sales objectives, b) budget, c) message, d) media, e) advertising evaluations
What is d) media?
100
T/F - The simplest way to enter a foreign market is through direct investment?
What is False? Exporting is simplest, direct investment is riskiest but can have highest reward.
100
T/F - Direct marketing includes catalogs, direct-response TV, kiosks, the Internet and mobile marketing.
What is True?
200
The number of times an average person in the target market is exposed to a message is known as the ________ of the message.
What is frequency?
200
The six stages consumers normally pass through on their way to making a purchase are known as __________ stages.
What is buyer-readiness? Awareness - Knowledge - Liking - Preference - Conviction - Purchase
200
Which of the following brands most likely requires heavy advertising in order to be set apart from similar products? a) undifferentiated brands, b) specialty brands, c) international brands, d) mature brands, or e) high-share brands
What is a) undifferentiated brands?
200
T/F - In a subsistence economy, fast growth in manufacturing results in rapid overall economic growth.
What is False? Subsistence economies engage in simple agriculture and consume most of their output.
200
A(n) ________ is an organized collection of comprehensive data about individual purchasers or prospects.
What is customer database?
300
Which budget method is used by companies to set their advertising budgets on the industry average?
What is the competitive-parity method? Affordable method, Percentage of sales, objective and task
300
Whitelight stocks its toothpastes in all convenience stores across the country. This is an example of ________ distribution.
What is intensive distribution? Intensive - toothpaste, gum, soda Exclusive - Rolex Selective - in between intensive and exclusive (appliances)
300
After determining its advertising objectives, a company's next step in developing an advertising program is to _____________.
What is set an advertising budget? 1) objectives, 2) budget, 3) message decisions (strategy and execution), 4) media decisions, 5) advertising evaluation
300
Through _______, an organization in the foreign market buys the rights to use a company's manufacturing process, trademark, patent, trade secrets, or other items of value.
What is licensing? e.g. Coca-cola licenses to bottlers around the world supplying them with syrup.
300
T/F - Corporate websites are designed to build customer goodwill, collect customer feedback, and supplement other sales channels rather than to sell the company's products directly.
What is True? marketing website - interact with consumers to move them closer to a direct purchase or other marketing outcome.
400
______________ is a vertical marketing system that coordinates successive stages of production and distribution through the size and power of one of the parties.
What is Administered VMS? Corporate - single ownership Contractual - independent firms join together through contracts
400
What is the first step in developing an effective integrated communications and promotion program?
What is identifying the target audience?
400
A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of the medication. Which of the following message execution styles is illustrated in this example? a) mood or image, b) fantasy, c) personality symbol, d) musical or e) testimonial evidence
What is e) testimonial evidence? personality symbol (Mr. Clean, GEICO gecko) testimonial evidence (highly believable or likable source)
400
Immediately after deciding which markets to enter, the company should determine ________. a) the most suitable global communication program, b) how to price its products in different markets, c) the global marketing organization, d) the global marketing program or e) how to enter the market
What is e) how to enter the market? Exporting, Joint Venture or Direct Investment
400
Selleverything.com is a website that allows individuals to sell or auction products. Users can bid for items, which are then delivered to the highest bidder's address by Selleverything.com, which receives a small commission. Which of major online marketing domains is evident from this scenario?
What is C-to-C (consumer-to-consumer)?
500
The Bookworm began delivering books directly to customers through mail instead of selling through "brick-and-mortar" companies. This is an example of __________.
What is disintermediation?
500
Suppose Amazon.com has offered you free shipping on your next purchase of more than $35. This offer is an example of ________.
What is sales promotion?
500
When Procter & Gamble (P&G) developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of advertising campaign was most likely used by P&G for the Mr. Clean Magic Eraser?
What is informative advertising?
500
Heineken beer is sold successfully in the same form around the world. Which product strategy is illustrated in this example?
What is straight product extension? Product adaptation, Communication adaptation, Dual adaptation or Product invention
500
Fiona White is the marketing director of a newly established detergent company. In order to introduce her product effectively into the market, Fiona sends samples of the detergent to a select group of individuals. Which of the following forms of marketing was most likely used by Fiona?
What is direct-mail marketing?