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MAR 3023 Chapters 17-19

STUDY
PLAY
Loretta would like to know which, if any, of her firm's IMC efforts are working. She could use _______________ to provide feedback from her efforts.
All of these: Compliments, sales data, redemption rates for coupons and rebates, complaints
Sally could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as:
aided recall
One of the difficulties in measuring the effectiveness of IMC efforts is the ______________, where consumers do not act immediately after receiving a marketing communication.
Lagged effect
One of the benefits of media fragmentation is it has allowed IMC planners to:
Target their desired audience more precisely.
Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message. Yolanda is asking for _____________________ data.
Frequency and reach
Which of the following is the best example of puffery?
"You have tried the rest, now try the best."
Generally, when advertising to consumers, the objective of an advertising campaign is:
a pull strategy--to get the product into stores by having consumers demand it.
Jamara knows that his spring-break travel packages are the best deal on campus. He also knows his competitor is sloppy, often waiting until the last minute to provide the needed tickets and documents to students buying his island packages. Jamara wants to develop an advertising message that emphasizes the key benefits he provides. He will develop a(n) ____________________ appeal.
Informational
Advertisers often face the problem of consumers:
All of these: Not reacting to their message, not remembering their message, screening out their message, remembering the message but forgetting the brand.
Ashley was nervous about making the ___________. She knew it was likely to be the largest expense in the advertising budget.
media buy
Yara has identified an attractive potential customer for her bio-diesel home power system. She knows the customer is concerned about the environment and has considerable financial resources. The customer is also a respected leader among wealthy environmentalists in the area. Next Yara will:
Establish goals for meeting with the customer.
T/F: Almost everyone is engaged in some form of selling.
True
T/F: Potential customers are called marks.
False
The ________________ stage occurs prior to meeting the customer for the first time and extends the qualification of leads.
Preapproach
Whether or not a salesperson will go through all five steps of the selling process depends on the sales situation and:
the buyer's readiness to purchase.
The sender of an IMC message hopes the receiver is:
the people for whom the message was originally intended.
Personal selling involves ___________________ communication between a buyer and a seller.
All of these: Telephone, Internet, video teleconferencing, face-to-face
T/F: If the marketing communication has piqued the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from "I want it" to "I like it."
False ("I like it" to "I want it").
One difficulty associated with using advertising as part of a marketer's IMC efforts is:
Breaking through the clutter of other messages targeted for the same audience.
T/F: One problem facing advertisers is that consumers screen out messages that are not relevant to them.
True
Because PSAs are a special class of advertising, FCC rules require:
Broadcasters to devote a specific amount of free time to them.
Brett has developed a vitamin-enriched crouton that can be added to children's salad to make them more fun. She'd like to advertise the product directly to the children, so she is examining:
The Better Business Bureau's Children's Advertising Review Unit
Jami is managing an extended advertising campaign for a local convenience store chain. The campaign includes a series of television, radio, and print messages. As part of monitoring the campaign, Jami will keep track of:
All of these: special events in the community, what rival convenience stores are doing, economic conditions, changes in weather.
Seasoned sales reps and new recruits alike can benefit from sales training in which of the following areas?
All of these: Company policies and procedures, Product and service knowledge, Time and territory management, Selling and negotiation techniques.
______________ is a method of prospecting in which salespeople telephone or visit potential customers without appointments.
Cold calling
Retail salespeople should not _______________ and assume that a person in the store cannot afford to purchase the store's products based on appearances.
"Judge a book by its cover."
Hiro sells building materials to local contractors. He wants to build long-term relationships with his contractors through effective follow-up. After delivering the materials ordered, Hiro can expect to have to address complaints about:
All of these: installation, delivery time, product performance, billing.
Studies have found that customers are typically ready to make a purchase decision well before salespeople attempt to close the sale. Salespeople can learn when to close the sale by:
listening to customers and paying attention to their body language.