Questions and Answers
Which of the following refers to a discount to the retailer or wholesaler based on the volume of product ordered?
________ provide(s) most or all of the services needed to mount a campaign, including research, creation of ad copy and art, media selection, and production of the final messages.
A full-service agency
Which of the following trade promotions is being used if a retail salesperson at a cosmetics counter gets $5 every time she sells a bottle of Glow perfume by JLo?
Which of the following refers to an allocation of the promotion budget based on identifying promotion goals and allocating enough money to accomplish them?
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Which of the following sales promotions allows the customer to recover part of the product's cost from the manufacturer?
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Many consumers today are concerned about _____, a practice in which companies promote their products as environmentally friendly when in truth the brand provides little ecological benefit.
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Which of the following refers to a member of the account management department who combines research and account strategy to act as the voice of the consumer in creating effective advertising?
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Which of the following refers to advertising that promotes the company as a whole instead of a firm's individual products?
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In the communication model, which of the following refers to the process of translating an idea into a form of communication that will convey meaning?
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A marketer utilizing the hierarchy of effects would use which of the following promotional efforts to accomplish the purchase objective?
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Which of the following refers to a sales promotion where the manufacturer and the retailer share the cost?
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Which step in the development of an advertising campaign is establishing the message and budget objectives?
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A firm utilizing infomercials to promote its product is attempting to achieve which of the following communication objectives in the hierarchy of effects model?
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Utilizing the models of marketing communication, which of the following tactics is used in the one-to-one model?
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Which of the following refers to a measure used for comparing the effectiveness of different media vehicles - average reach frequency?
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Utilizing the models of marketing communication, which of the following tactics is used in the many-to-many model?
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Which of the following refers to a strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences?
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Which of the following utilizes many manufacturers to showcase their products to attendees?
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Which of the following steps of the promotional planning process involves establishing the communication objectives?
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Which of the following refers to online consumer comments, opinions, advice and discussions, reviews, photos, images, videos, podcasts, webcasts, and product-related stories available to other consumers?
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When marketers combine traditional marketing communications (advertising, sales promotion, public relations, and direct marketing) activities with social media and other online buzz-building activities, it is known as _____.
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________ occur(s) when a company tries to move its products through the channel by convincing channel members to offer them.
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Which of the following refers to claims made in advertising of product superiority that cannot be proven true or untrue?
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Utilizing the communication model, which of the following is an example of a medium?
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Which of the following refers to an allocation of the promotion budget based on management's determination of the total amount to be devoted to marketing communication?
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Study Notes
Marketing and Advertising Concepts
- Case allowance: A discount given to retailers or wholesalers based on the volume of product ordered.
- Full-service agency: An advertising agency that provides comprehensive services, including research, ad copy creation, media selection, and production.
- Push money: A trade promotion that rewards retail salespeople for selling specific products, like a bonus for selling a bottle of Glow perfume.
- Bottom-up budgeting techniques: A method of promoting budget allocation based on identified goals and sufficient funding to achieve them.
- Rebates: Sales promotions that allow customers to get a portion of a product's cost returned from the manufacturer.
Ethical Marketing Practices
- Greenwashing: A misleading practice where companies falsely advertise products as environmentally friendly despite little ecological benefit.
Advertising Roles and Techniques
- Account planner: A professional who merges research with account strategy, representing the consumer's voice in advertising.
- Corporate advertising: A type of advertising aimed at promoting the overall company rather than specific products.
- Encoding: The process of transforming an idea into a communicative form that conveys meaning in the communication model.
- Coupons: An example of promotional efforts used by marketers to achieve purchase objectives through incentives.
Advertising and Promotional Strategies
- Co-op advertising: A sales promotion strategy where manufacturers and retailers share advertising costs.
- Step 2 in advertising development: Establishes the message and budget objectives for campaigns.
- Knowledge objective using infomercials: Using infomercials helps firms meet communication objectives by increasing product knowledge.
Marketing Communication Models
- Direct marketing: Tactic used in the one-to-one marketing communication model.
- Social media: Tactic used in the many-to-many marketing communication model.
- Integrated Marketing Communication (IMC): A strategic process for planning and executing cohesive brand communication across multiple channels.
- Trade shows: Events where multiple manufacturers showcase their products to attendees.
Promotional Planning and Media Effectiveness
- Step in promotional planning: The second step involves establishing communication objectives.
- User-generated content (UGC): Online content created by consumers that includes comments, reviews, and other product-related media.
- Multichannel promotion strategy: Combining traditional marketing with online tactics to create a comprehensive promotional approach.
- Push strategy: A method to move products by persuading channel members to offer them.
Advertising Claims and Measurement
- Puffery: Claims in advertising of product superiority that cannot be definitively proven or disproven.
- Medium in communication: An example of a medium is television, which serves as a channel for delivering messages.
- Top-down budgeting technique: A method where management determines the total marketing communication budget without bottom-up input.
- Gross rating points (GRPs): A measure used to compare the effectiveness of different media vehicles based on average reach and frequency.
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Description
Test your knowledge on key marketing and advertising concepts, including case allowances, push money, and ethical practices like greenwashing. This quiz covers essential roles and techniques in the advertising field, ensuring you understand the fundamentals needed for success.
