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Question
(p.196)According to the text, a firm that has used the share-of-market/share-of-voice method for allocating advertising funds for a number of years may have a tendency to:
A.become overly competitive in all marketing activities.
B.rely too heavily on the budget buildup method.
C.maintain a lower percentage of media exposure than its competitors.
D.be bold in their attempt to link advertising dollars with sales objectives.
E.overreact if competitors increase their advertising budgets.
Answer
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Related questions
Q:
(p.418)What is the greatest strength of personal selling?
A.Its low cost
B.Its historically positive reputation
C.The fact that it is labor intensive
D.Its personal nature
E.The immediacy of the sale
Q:
(p.417)Which of the following is the best marketing communication tool for relationship building?
A.Infomercials
B.Word-of-mouth
C.Personal selling
D.Direct-response marketing
E.Interactive broadcast advertising
Q:
(p.412)Rite Aid announced the launch of a _____ called Living More that provides benefits and savings to customers at least 60 years of age. Every time members use their card they are automatically entered into a quarterly sweepstakes plus getting a ten percent discount off all cash prescriptions as well as a ten percent discount off Rite Aid-brand products.
A.trade promotion
B.direct sales promotion
C.interactive program
D.loyalty program
E.push strategy
Q:
(p.411)_____ is the oldest marketing method and it is growing incredibly fast today as a result of social and technological changes.
A.Direct marketing
B.Relationship marketing
C.Advertising
D.Interactive marketing
E.Direct selling
Q:
(p.411)_____ advertising is always aimed at stimulating some action or response from its recipient.
A.Radio
B.Viral
C.Direct-response
D.Mass
E.Aerial
Q:
(p.411)Which of the following statements about direct marketing is true?
A.Direct marketing is a measurable system of marketing.
B.Direct marketing is static.
C.Direct marketing is often called reminder advertising.
D.Direct marketing does not typically produce feedback.
E.Direct marketing as a form of promotion is ineffective in generating immediate sales.
Q:
(p.419)What are the four most significant roles personal selling plays in IMC?
Q:
(p.414)What are the two basic strategy decisions faced by all direct marketers?
Q:
(p.414)List and describe the two direct selling strategies.
Q:
(p.431)Slippage is the term used to describe a phenomenon where customers buy a product because of a rebate offer and then never redeem the rebate because it is too much trouble.
Q:
(p.418)Personal selling is very labor-intensive.
Q:
(p.413)By providing a tangible response, direct marketing offers accountability.
Q:
(p.392-393)To achieve greater reach on a limited budget, some frequency and/or continuity has to be sacrificed.
Q:
(p.391)Whereas reach measures the breadth of the media schedule, frequency measures the length of the advertisement.
Q:
(p.389)Development of a media plan requires an entirely different process than does the development of the marketing plan.
Q:
(p.385)The cost of reaching target audiences is decreasing for all media.
Q:
(p.390)What are the two ways to express message weight?
Q:
(p.389)What are the two major components of media objectives?
Q:
(p.402)List four reasons why media planners often use a mixed media approach.
Q:
(p.398)Explain the purpose of media strategy.
Q:
(p.394)What are the various factors that influence media strategy decisions?
Q:
(p.392)Explain the importance of continuity.
Q:
(p.403)Bursting is used for high-ticket items that are purchased with careful consideration.
Q:
(p.396)Advertisers should use the same media vehicles that their primary competitors use.
Q:
(p.377)A(n) _____ is a promotional product, usually imprinted with an advertiser's name, message or logo, that is distributed free as part of a marketing communications program.
A.loyalty premium
B.long-term advertising message
C.continuity promotion
D.advertising specialty
E.take-one premium
Q:
(p.376)Which of the following statements about mailing lists is true?
A.The normal commission that a list broker pays to a list renter is 20 percent.
B."Cleaning" occurs when two mailing lists are processed by a computer to remove the duplicate names, thereby ensuring that only one mailer goes to each name.
C.Mail-order advertisers cannot check the validity of a rented list.
D.The average mailing list changes by more than 40 percent per year.
E.Mailing lists should be updated once in four years in order to maintain validity.
Q:
(p.375)An advertiser might choose to use some other advertising medium instead of direct-mail advertising because direct-mail advertising:
A.cannot be used for testing prospects' reactions to new products.
B.has a negative image.
C.has the highest cost per exposure of any medium.
D.has intensive coverage and extensive reach.
E.achieves the highest response of any advertising medium.
Q:
(p.370)_____ describes the integration of advertising into the message delivery mechanism so efficiently that the product is being promoted while the audience is being entertained.
A.Entertainment advertising
B.Subliminal advertising
C.Surround advertising
D.Advertising integration
E.Immersive advertising
Q:
(p.370)When an advertiser buys total bus, he/she:
A.has bought the services of the transit system to create, manufacture and distribute its ad.
B.has bought all the inside space on a group of buses.
C.expects a 100 percent reach.
D.has bought all of the exterior space on a bus.
E.has bought a full showing.
Q:
(p.368)One, two and three-sheet ______ are used as advertising media in many bus, subway and commuter train stations.
A.geographic bulletins
B.primary panels
C.terminal posters
D.mini-panels
E.transportation bulletins