Marketing MBA-565 module 7 quiz Question # 00002286 Posted By: neil2103 Updated on: 10/13/2013 10:26 PM Due on: 10/29/2013 Subject Marketing Topic Marketing Tutorials: 1 See full Answer Question 1.One of the advantages of television is that it combines sight, sound, and motion, appealing to the senses, high attention, and high reach. One of the disadvantages of television is its ________. (Points : 5) use of the "remote control" to zap through commercials high clutter cable channels fragmented markets censorship possibilities2.When two or more brands or companies team up on coupons, refunds, and contests to increase pulling power, it is called ________. (Points : 5) price packs frequency promotions team promoting tie-in promotions cross-promotions3.In measuring the effectiveness of a firm's communications investment, ultimately ________ measures capture the real payoff. (Points : 5) behavior-change purchase action inaction none of the above4.An effectively trained company sales force can make four important contributions: enthusiasm building, missionary selling, key account management, and ________. (Points : 5) customer contacts relationship selling direct sales contacts increased stock position account management5.If a person has a positive attitude toward a source and a message, or a negative attitude toward both, a state of ________ is said to exits. (Points : 5) communication congruity celebrity insight transformation6.Customers typically pose objections during the presentation or when asked for the order. ________ resistance includes resistance to interference or a reluctance to give up something. (Points : 5) Promoting Branding Logical Psychological Normal7.The marketing communications mix consists of eight major modes of communications. Which of the following is NOT one of these modes? (Points : 5) Personal selling Direct marketing Sales promotions Packaging Advertising8.The ________ method of measuring event effectiveness identifies the effect sponsorship had on consumers' brand knowledge. (Points : 5) incremental supply-side demand-side historical experimental9.One implication of the concept of brand equity is that the manner in which brand associations are formed does not matter. In other words, if a consumer has an equally strong, favorable, and unique brand association between two media, then the impact in terms of brand equity should be ________. (Points : 5) prominent identical different measurable actionable10.In which step is the salesperson "telling the story" of his product or service? (Points : 5) Preapproach Prospects Presentation Closing Follow-up11.In deciding to use a particular incentive, marketers have several factors to consider. One of these factors is ________. (Points : 5) duration distribution vehicle promotion budget size all of the above12.Communication option are often more effective when used in tandem. ________ relates to the extent to which different associations and linkages are emphasized across communication options. (Points : 5) Coverage Contribution Commonality Complementarity Versatility*13.When setting the advertising budget, marketers must consider the ________. (Points : 5) message details cost of television time cost of new product development stage in the product life cycle buyer's reaction to the campaign14.________ is another form of word of mouth that encourages consumers to pass along company-developed products and services or audio, video, or written information to others online. (Points : 5) Buzz marketing Viral marketing Social networking Pay-per-click advertising Mobile marketing15.In choosing the proper media to carry the message, advertisers must decide on ________. (Points : 5) strategy, users, and media target markets, users, and heavy users markets, target markets, and consumers reach, impact, and television stations reach, frequency, and impact16.The higher the ________ associated with a brand, product category, or message, the higher the warranted level of repetition. (Points : 5) total number of exposures target audience media habits forgetting rate impact reach17.Readers of Vogue may pay more attention to ads than do readers of Newsweek. In this example, Vogue has greater ________ than Newsweek. (Points : 5) ad-placement policies editorial quality audience-attention probability audience quality lead generation18.Other media for direct-response marketing includes television. Television is used by direct marketers in conducting or producing "infomercials," and ________. (Points : 5) ad campaigns direct response at-home shopping channels commercials kiosks19.Of the seven Cs of effective Web design, ________ refers to the degree that the site is linked to other sites. (Points : 5) community context content commerce connection20.The four common methods that companies use to decide on a promotion budget include the affordable method, the percentage-of-sales method, ________, and the objective-and-task method. (Points : 5) financial method incremental growth method zero-based budgeting method competitive-parity method last year's budget method Rating: 4.9/5
Solution: Marketing MBA-565 module 7 quiz