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MARK 15-18

Question	Answer
Companies are doing less _____ and more ____ as a result of an explosion of more focused media that better match today's targeting strategies.	broadcasting;narrowcasting
This does type of media does not reach smaller customer segments	magazines
The amateur video showing the result of mixing Diet Coke with Mentos candies exemplifies what growing trend?	consumer generated messages
The internet, direct mail, magazines, and radio all offer advertisers...	audience selectivity
How can consumer-generated ads benefit companies and their products?	Consumers become engaged in the product and consider its value in their lives.
This type of media was was harmed the most by the shift to advertise through media that cost less and target more effectively	network television
The number of times an average person in the target market is exposed to an ad is known as the _________	frequency
After determining its advertising objectives, the company's next step in developing and advertising program is to ______.	set its advertising budget
According to the opening scenario, GEICO has become the fourth-largest insurance company by ______.	integrating humor and creativity into its minicampaigns
All of the following require high advertising budgets EXCEPT ________.	mature brands
What is a potential problem associated with comparative advertising?	Competitors respond with their own ads, which often results in negative publicity for both brands.
Some large corporations have developed ________ to help determine the optimal investment across various media; such tools are useful when determining the relationship between promotional spending and brand sales.	statistical models
All of the following are important decisions during the process of developing an advertising program EXCEPT ________.	selecting a target market
Which of the following represents the merge between advertising and entertainment?	Madison & Vine
A product in the maturity stage will often require ________ advertising.	reminder
An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.	remind
Which of the following is an objective of informative advertising?	suggest new uses for a product
Familiar products such as Coca-Cola are more likely to use ________.	reminder advertising
Advertising ________ define the task that advertising must accomplish with a specific target audience during a specific period of time.	objectives
Which of the following is an element of developing an advertising strategy?	selecting advertising media
What is the term used to describe the idea that will be communicated to consumers through an advertisement?	message strategy
When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used.	informative
What is one of the primary goals of reminder advertising?	maintain customer relationships
Hewlett-Packard's Customer Sales Group (CSG) caused frustration among customers and salespeople. What was the primary problem with the sales force structure of CSG?	(1.0point) Salespeople were responsible for selling all H-P products instead of specializing in a few products
According to research, which of the following is one of the four key talents a successful salesperson must possess?	disciplined work style
All of the following are considered advantages of a territorial sales force structure EXCEPT ________.	salespeople develop in-depth knowledge of a product line
Companies that use a customer sales force structure organize their salespeople by ________.	industry
What is the term used to identify the individuals in a company who travel to call on customers in the field?	outside sales force
A ________ is an individual acting on behalf of a company who performs one or more of the following activities: prospecting, communicating, servicing, and information gathering.	salesperson
A sales assistant working for an outside sales force will most likely have all of the following duties EXCEPT ________.	determining price points
All of the following are problems associated with the poor selection of salespeople EXCEPT ________.	less office support
Which of the following elements of the promotion mix involves making personal connections with customers for the purpose of making sales?	personal selling
All of the following are disadvantages of the team selling approach EXCEPT ________.	Selling teams increase costs and are time consuming
Which of the following is NOT a disadvantage of a product sales force structure?	increased customer delivery time
Which of the following is a potential drawback to advertising on a blog?	The content of a blog is difficult to control
B2B uses all of the following online resources to reach new business customers EXCEPT ________.	social networks
The growth of the Internet caused many brick-and-mortar firms to ________ in response to customer demands and a changing marketplace.	become click-and-mortar firms
	C2C

Created by: murph25

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