Question 1

The five primary areas for evaluating advertising are profits generated, markets, motives, messages, and results.

Accepted Answer

The five primary areas for evaluating advertising are typically reach, frequency, impact, engagement, and return on investment (ROI), not profits, markets, motives, messages, and results.

Question 2

The planning and budgeting for trade shows must focus on specific objectives to be accomplished.

Accepted Answer

Planning and budgeting for trade shows should be aligned with specific objectives to ensure resources are effectively utilized and goals are met.

Question 3

If a business marketer's product has applications only within a few industries, horizontal publications are a logical choice.

Accepted Answer

Horizontal publications cover a wide range of industries, so they are not ideal for products with applications limited to a few industries. Vertical publications, which focus on specific industries, would be more suitable.

Question 4

Generally, social media can augment an offering to expand the value proposition, thereby changing what people buy and how they relate to a brand

Accepted Answer

Social media can enhance a brand's value proposition by increasing engagement, providing additional content, and fostering community, which can influence consumer perceptions and behaviors.

Question 5

Vertical publications are directed at a specific task, technology, or function whatever the industry.

Accepted Answer

The answer of Vertical publications are directed at a specific...

Question 6

The Internet is more than just an advertising medium for business marketers because it can also help them create value for customers by customizing messages and helping customers search for products.

Accepted Answer

The Internet allows businesses to tailor messages to individual customers and provides tools for customers to easily search and find products, enhancing customer value beyond traditional advertising.

Question 7

For many purchasing decisions, advertising alone cannot create product preference.

Accepted Answer

Advertising can raise awareness and interest, but factors like product quality, personal experience, and word-of-mouth often play a significant role in creating a preference.

Question 8

The organizational buyer may read every word of the ad copy, and find a meaning in it quite opposite from that intended by the advertiser.

Accepted Answer

Organizational buyers, like any audience, can interpret ad copy differently based on their own experiences, needs, and perspectives, which may lead to interpretations that differ from the advertiser's intent.

Question 9

Lead efficiency is defined as the number of sales leads obtained at the show divided by the total number of show visitors with definite plans to buy the exhibitor's product or one similar to it.

Accepted Answer

Lead efficiency is defined as the number of sales leads obtained at the show divided by the total number of show visitors with definite plans to buy the exhibitor's product or one similar to it.

Question 10

Organizational buyers tend to retain messages that clash with their attitudes, needs, and beliefs.

Accepted Answer

Organizational buyers are more likely to retain messages that align with their attitudes, needs, and beliefs, as these are more relevant and easier to process.

Question 11

Most industrial firms spend roughly the same amount of dollars on advertising as they do on personal selling.

Accepted Answer

Most industrial firms typically spend more on personal selling than on advertising, as personal selling is often more effective for complex products and services.

Question 12

Recent research indicates that follow-up sales efforts generate higher sales productivity when customers have already seen a company's products at a trade show.

Accepted Answer

Research suggests that prior exposure to a company's products at a trade show can increase customer familiarity and interest, making follow-up sales efforts more effective.

Question 13

The rules of thumb approach to setting advertising budgets is not always effective, but it is commonly used because it is easy to implement and managers are familiar with it.

Accepted Answer

The rules of thumb approach is often used due to its simplicity and familiarity, despite not always being the most effective method for setting advertising budgets.

Question 14

Although certain mechanical aspects help create awareness and interest in the advertisement, its ultimate success will depend on how well the message is targeted to the benefits sought by the buying influential.

Accepted Answer

The effectiveness of an advertisement largely depends on how well it resonates with the target audience's needs and desires, beyond just its mechanical aspects.

Question 15

Business-to-business advertising objectives are usually stated in terms of a specific sales goal.

Accepted Answer

The answer of Business-to-business advertising objectives are usually stated in...

Question 16

From the business marketer's perspective, the cost-per-thousand calculations for various media options should be based on circulation to the target audience, not the total audience.

Accepted Answer

Cost-per-thousand calculations should focus on the target audience to ensure that marketing efforts are efficiently reaching the intended demographic, maximizing the return on investment.

Question 17

Even though a publication has a high cost-per-thousand basis, it may in fact be a cost-effective alternative due to a low rate of wasted circulation.

Accepted Answer

A high cost-per-thousand basis can be offset by a low rate of wasted circulation, meaning the advertisement reaches a more targeted and relevant audience, making it cost-effective.

Question 18

Internet marketing costs far less than direct mail marketing.

Accepted Answer

Internet marketing typically involves lower costs for reaching a wider audience compared to direct mail marketing, which involves printing, postage, and other expenses.

Question 19

Measuring advertising effectiveness means assessing advertising's impact on sales.

Accepted Answer

The answer of Measuring advertising effectiveness means assessing advertising's impact...

Question 20

Circulation is the most important criterion in the selection of publications.

Accepted Answer

Circulation is an important factor, but other criteria such as audience demographics, editorial quality, and relevance to the target market are also crucial in the selection of publications.

Quiz 13: Business Marketing Comm: Advertising and Sales Promotion

The five primary areas for evaluating advertising are profits generated, markets, motives, messages, and results.

The planning and budgeting for trade shows must focus on specific objectives to be accomplished.

If a business marketer's product has applications only within a few industries, horizontal publications are a logical choice.

Generally, social media can augment an offering to expand the value proposition, thereby changing what people buy and how they relate to a brand

Vertical publications are directed at a specific task, technology, or function whatever the industry.

The Internet is more than just an advertising medium for business marketers because it can also help them create value for customers by customizing messages and helping customers search for products.

For many purchasing decisions, advertising alone cannot create product preference.

The organizational buyer may read every word of the ad copy, and find a meaning in it quite opposite from that intended by the advertiser.

Lead efficiency is defined as the number of sales leads obtained at the show divided by the total number of show visitors with definite plans to buy the exhibitor's product or one similar to it.

Organizational buyers tend to retain messages that clash with their attitudes, needs, and beliefs.

Most industrial firms spend roughly the same amount of dollars on advertising as they do on personal selling.

Recent research indicates that follow-up sales efforts generate higher sales productivity when customers have already seen a company's products at a trade show.

The rules of thumb approach to setting advertising budgets is not always effective, but it is commonly used because it is easy to implement and managers are familiar with it.

Although certain mechanical aspects help create awareness and interest in the advertisement, its ultimate success will depend on how well the message is targeted to the benefits sought by the buying influential.

Business-to-business advertising objectives are usually stated in terms of a specific sales goal.

From the business marketer's perspective, the cost-per-thousand calculations for various media options should be based on circulation to the target audience, not the total audience.

Even though a publication has a high cost-per-thousand basis, it may in fact be a cost-effective alternative due to a low rate of wasted circulation.

Internet marketing costs far less than direct mail marketing.

Measuring advertising effectiveness means assessing advertising's impact on sales.

Circulation is the most important criterion in the selection of publications.