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Question
(p.176)Assume a bakery that wholesales gourmet pies and cakes to upscale restaurant chains has developed marketing objectives. Which of the following is the BEST sales-target objective for the bakery to use?
A.To increase sales of pecan pies by 3 percent during the next six months.
B.To have most of the staff attend a marketing seminar.
C.To increase sales of cheesecake to the point where demand exceeds supply every week.
D.To raise net profit by 50 percent during the next three weeks.
E.To build a Web site.
Answer
This answer is hidden. It contains 182 characters.
Related questions
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(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
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A.Infomercials
B.Word-of-mouth
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A.trade promotion
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(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
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(p.411)_____ advertising is always aimed at stimulating some action or response from its recipient.
A.Radio
B.Viral
C.Direct-response
D.Mass
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(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.
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(p.419)What are the four most significant roles personal selling plays in IMC?
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(p.414)What are the two basic strategy decisions faced by all direct marketers?
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(p.414)List and describe the two direct selling strategies.
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(p.418)Personal selling is very labor-intensive.
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(p.413)By providing a tangible response, direct marketing offers accountability.
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(p.391)Whereas reach measures the breadth of the media schedule, frequency measures the length of the advertisement.
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(p.389)Development of a media plan requires an entirely different process than does the development of the marketing plan.
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(p.385)The cost of reaching target audiences is decreasing for all media.
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(p.390)What are the two ways to express message weight?
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(p.389)What are the two major components of media objectives?
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(p.402)List four reasons why media planners often use a mixed media approach.
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(p.398)Explain the purpose of media strategy.
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(p.394)What are the various factors that influence media strategy decisions?
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(p.392)Explain the importance of continuity.
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(p.403)Bursting is used for high-ticket items that are purchased with careful consideration.
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(p.396)Advertisers should use the same media vehicles that their primary competitors use.
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A.loyalty premium
B.long-term advertising message
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(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.
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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
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(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