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Question
(p.180)Randall Grahm, the owner of Bonny Doon Vineyards, made a name for his wines by injecting an irreverent sense of humor into everything associated with the winery. One of the _____ he used was to host a black mask dinner this fall to celebrate "the death of wine corks" when his company decided to use screw tops.
A.marketing objective
B.control mechanism
C.action program
D.strategic posture
E.organizational structure
Answer
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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
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D.Its personal nature
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A.Infomercials
B.Word-of-mouth
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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
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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.
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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
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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.
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(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.
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(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.
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(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