MKTG 409 EXAM 4 QUESTIONS AND ANSWERS
You are a brand manager for a major retailer and you just completed developing a
series of advertisements with the help of your outside ad agency. You are excited about
the ads and you are anxious the get the marketing vice president's opinion of the ads.
Unfortunately, the vice president does not believe the ads will be effective. She wants
you to do some type of effectiveness evaluation of the ads before the company spends
a lot of money running them.
Which of following evaluation techniques should you use? - Answers - A consumer jury
Steve is aware of the growth in digital media advertising, particularly to certain target
markets. The use of advertising on digital devices can alienate young consumers. Steve
has uncovered recent research stating that young consumers are more likely to be
receptive to advertising appearing on their digital devices if the source is _____; _____
has been given, and the messages are ______. - Answers - trusted; permission;
relevant or entertaining
A single page of typewritten copy that has 300 words or less and describes a company
event or product is called a - Answers - news release.
Tropicana orange juice has a television commercial where a young boy is drinking
orange juice at dinner. He remarks that he likes the great taste of Tropicana anytime.
The element of the commercial that focuses on drinking orange juice at dinner would be
best classified as ________, while the focus on the great taste of Tropicana would be
best classified as ___. - Answers - pioneer advertising; competitive advertising
Brian is responsible for the promotions and public relations of his firm, which produces
rubber tires. A recent development in technology may change the way in which the
rubber for tires is produced, allowing it to be sourced from the roots of dandelion plants.
Brian would like to have a story run on the evening news or in the local newspaper
about this development, but he knows that this story is likely to be rejected by media
personnel because the material is - Answers - not newsworthy.
Which of the following statements is true about public relations? - Answers - Marketers
cannot control whether the media choose to publish their public relations material.
Todd is developing a print advertisement for Afflac. He knows that the ______ is a
critical component of the copy because _____. - Answers - headline; It is often the only
part of the advertisement that is read.
The two major types of product advertising are - Answers - pioneer and competitive.
, Which of the following statements is true about who develops advertising campaigns in
very small firms? - Answers - One or two individuals depend on outside personnel to
develop artwork and copywriting.
The cost per thousand (CPM) indicator shows - Answers - the cost to expose 1,000
people to a one-page magazine advertisement.
Paid personal communication that attempts to inform customers and persuade them to
buy products in an exchange situation. - Answers - Personal selling
______ selling is the also the most effective way to form relationships with customers -
Answers - personal
Personal selling is perhaps most important with _______-to-________ transactions
involving the purchase of expensive products. - Answers - business; business
Personal selling is generally the most _________ element in the promotion mix. -
Answers - expensive
Personal selling _____ are: finding prospects, determining their needs, persuading
prospects to buy, following up on the sale, and keeping customers satisfied. - Answers -
goals
______ CRM provides opportunities to manage dat in discovering and engaging
customers.
*Twitter - Answers - Social
CRM stands for - Answers - Customer relationship management
For long term survival, markets depend on ____ sales. - Answers - repeat
Developing a database of potential customers. - Answers - Prospecting
1) Prospecting
2)Pre-approach
3) Approach
4) Making the presentation
5) Overcoming objections
6) Closing the sale
7) Follow up - Answers - General steps of personal selling
Consistent _________ is critical to successful prospecting. - Answers - activity
a salesperson evaluates _____,________,________ of the prospectors ability to buy
products. - Answers - able, willing, and authorized
You are a brand manager for a major retailer and you just completed developing a
series of advertisements with the help of your outside ad agency. You are excited about
the ads and you are anxious the get the marketing vice president's opinion of the ads.
Unfortunately, the vice president does not believe the ads will be effective. She wants
you to do some type of effectiveness evaluation of the ads before the company spends
a lot of money running them.
Which of following evaluation techniques should you use? - Answers - A consumer jury
Steve is aware of the growth in digital media advertising, particularly to certain target
markets. The use of advertising on digital devices can alienate young consumers. Steve
has uncovered recent research stating that young consumers are more likely to be
receptive to advertising appearing on their digital devices if the source is _____; _____
has been given, and the messages are ______. - Answers - trusted; permission;
relevant or entertaining
A single page of typewritten copy that has 300 words or less and describes a company
event or product is called a - Answers - news release.
Tropicana orange juice has a television commercial where a young boy is drinking
orange juice at dinner. He remarks that he likes the great taste of Tropicana anytime.
The element of the commercial that focuses on drinking orange juice at dinner would be
best classified as ________, while the focus on the great taste of Tropicana would be
best classified as ___. - Answers - pioneer advertising; competitive advertising
Brian is responsible for the promotions and public relations of his firm, which produces
rubber tires. A recent development in technology may change the way in which the
rubber for tires is produced, allowing it to be sourced from the roots of dandelion plants.
Brian would like to have a story run on the evening news or in the local newspaper
about this development, but he knows that this story is likely to be rejected by media
personnel because the material is - Answers - not newsworthy.
Which of the following statements is true about public relations? - Answers - Marketers
cannot control whether the media choose to publish their public relations material.
Todd is developing a print advertisement for Afflac. He knows that the ______ is a
critical component of the copy because _____. - Answers - headline; It is often the only
part of the advertisement that is read.
The two major types of product advertising are - Answers - pioneer and competitive.
, Which of the following statements is true about who develops advertising campaigns in
very small firms? - Answers - One or two individuals depend on outside personnel to
develop artwork and copywriting.
The cost per thousand (CPM) indicator shows - Answers - the cost to expose 1,000
people to a one-page magazine advertisement.
Paid personal communication that attempts to inform customers and persuade them to
buy products in an exchange situation. - Answers - Personal selling
______ selling is the also the most effective way to form relationships with customers -
Answers - personal
Personal selling is perhaps most important with _______-to-________ transactions
involving the purchase of expensive products. - Answers - business; business
Personal selling is generally the most _________ element in the promotion mix. -
Answers - expensive
Personal selling _____ are: finding prospects, determining their needs, persuading
prospects to buy, following up on the sale, and keeping customers satisfied. - Answers -
goals
______ CRM provides opportunities to manage dat in discovering and engaging
customers.
*Twitter - Answers - Social
CRM stands for - Answers - Customer relationship management
For long term survival, markets depend on ____ sales. - Answers - repeat
Developing a database of potential customers. - Answers - Prospecting
1) Prospecting
2)Pre-approach
3) Approach
4) Making the presentation
5) Overcoming objections
6) Closing the sale
7) Follow up - Answers - General steps of personal selling
Consistent _________ is critical to successful prospecting. - Answers - activity
a salesperson evaluates _____,________,________ of the prospectors ability to buy
products. - Answers - able, willing, and authorized
