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Question
Customer clustering involves building profiles of consumer groups and preparing models that predict future purchase behaviors.Answer
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An advertising account executive is the person who actually develops and produces the advertisement.
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A) account executive.
B) creative.
C) account planner.
D) media planner.
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The key go-between for the advertising agency and a client company is usually the:
A) account executive.
B) creative.
C) account planner.
D) traffic manager.
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The request for a creative pitch would occur when the list of candidate advertising agencies is reduced to the one that has been selected.
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One method to measure the creative reputation and capability of an advertising agency is to look at a list of awards the company has received for past campaigns.
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Matching the size of an advertising agency to the size of the client company is typically not a key issue in agency selection.
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The first step in selecting an advertising agency is to decide the criteria that will be used for the selection process.
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The first step in the IMC planning process is:
A) communications research.
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C) an analysis of the product positioning.
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Consumer product manufacturers spend more money on trade promotions directed toward retailers while service companies spend more money on media advertising.
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Successful global integrated marketing communication campaigns include all of the following tactics except:
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B) understand the international market.
C) create a borderless marketing plan.
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Quantitative methods of developing a marketing communications budget rely on computer models or simulations.
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The "what we can afford" method of budgeting for marketing communications is the most difficult form of communications budget that a company can prepare.
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The primary reason many companies use the percentage of sales method to prepare communications budgets is its simplicity.
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In allocating its marketing communications budget, a company such as General Electric that sells kitchen appliances would tend to use the ________ schedule.
A) flighting
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D) pulsating
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The primary disadvantage of the meet-the-competition method of marketing communication budgeting is:
A) marketing dollars may not be spent efficiently.
B) there is little flexibility in how marketing dollars can be spent.
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One of the problems with the percentage of sales budgeting method is:
A) deciding on the percentage level.
B) finding a benchmark figure to use.
C) the budget tends to change in the opposite direction of what may be needed.
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All of the following are methods of determining marketing communications budgets except:
A) objective and task.
B) payout planning.
C) sales-response analysis.
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The starting point that is studied in relation to the degree of change following a promotional campaign is called a:
A) post-hoc analysis.
B) marginal analysis.
C) benchmark measure.
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The product positioning strategy based on how a product is used is the ________ positioning approach.
A) product attributes
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When Mercedes Benz promises the finest luxury automobile, the positioning approach being used is:
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The product positioning strategy based on value or prestige is the ________ positioning approach.
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A restaurant that advertises "the best food and best service in town" uses which form of positioning?
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One method of business-to-business market segmentation utilizes company size as a segmentation variable.
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A food producer that distinguishes between individually owned grocery stores and major retailers such as Target, the segmentation approach being used is:
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C) geographic location.
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The most common method of segmenting business markets by industry is to use:
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Psychographics are patterns that reflect attitudes, interests, and opinions of consumers, and can be used for demographic market segmentation.
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A marginal analysis is used to portray how returns on additional advertising expenditures are related to incremental increases in sales.
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Recent studies have revealed that a 10 percent increase in advertising leads to about a 5 percent increase in sales, although results vary widely.