Deck 13: Managing Communications: Advertising and Personal Persuasion

Question 1

How do the advertising objective categories, to inform, to persuade and to remind, relate to the Stages of Change?

Answer 1

.To inform (Pre-contemplation Stage)
. To persuade (Contemplation Stage and Preparation/Action Stage)
. To remind (Maintenance Stage)
. All elements help to know the decision process involved
.Stages of Change helps determine to which stage the target audience needs to be moved
.Stages of Change can suggest segmentation targets and be used to track progress

Question 2

When and how can copy testing be done for advertising evaluation?

Answer 2

. when copy testing can occur - both before an ad is put into the media (pre-testing) and after it has been printed, broadcast or put on the Web (post-testing)
. How - Pre-testing methods include comprehension tests, formal questionnaires, portfolio recall tests, physiological tests, and focus group tests
. How - Post-testing methods include recall tests, recognition tests and direct response.

Question 3

What tasks can a personal communicator perform for a nonprofit organization?

Answer 3

. Prospecting - finding and cultivating target audience members
. Communicating - sharing useful information about the organization
. Persuading - approaching, presenting, answering objection and inducing action (sales)
.Servicing - counseling problems, technical assistance, reducing service times
.Information gathering - supplying marketing research and intelligence to the organization

Question 4

What are the relative strengths and weaknesses of the key mass media types of television, radio and newspapers?

Question 5

Advertising for state lotteries overstated the odds of winning. This is an example of

A) relying too heavily on advertising
B) advertising goals that are unrealistic
C) the ethical implications of advertising
D) influencing changes in behavior
E) advertising objectives not being in the reach of the agency

Question 6

A television station donates a commercial to announce a local blood drive. This is called:

A) joint advertising
B) public service advertising
C) sales promotion
D) publicity
E) personal marketing

Question 7

Bradford College in Iowa is interested in recruiting new students from Nebraska. First it must decide

A) whether to aim its communication at high school counselors or high school students
B) whether to use direct mail or Web
C) whether to offer a fee weekend visit to the campus
D) How much money to use in different media
E) what advertising copy to use in which media

Question 8

A symphony will place ads on radio or TV. The decision should be based on

A) the media that have been used before
B) how much money it has to spend
C) the media habits of the target audience
D) the type of advertising copy desired
E) all of the above

Question 9

A nonprofit decides to buy a print ad in either Time Magazine or a local magazine. The best decision is based on

A) the ad size and placement in the magazine
B) The lead-time available for placing the ad
C) whether to offer a fee weekend visit to the campus
D) the cost per thousand persons reached
E) whether or not the board chairman reads Time or the local magazine

Question 10

In the summer, colleges advertise very little. This is a decision about

A) media placement
B) media timing
C) media availability
D) media category
E) media evaluation

Question 11

Mayer and Goldberg identified two qualities that are exhibited by effective personal communicators:

A) be a habitual "wooer" and a chronic hunger for rewards
B) ego drive and being a habitual "wooer"
C) empathy and ego drive
D) be a habitual "wooer" and have empathy
E) high energy and empathy

Question 12

Which of the following is NOT an advertising "pre-testing" method:

A) comprehension tests
B) recognition tests
C) portfolio recall tests
D) physiological tests
E) focus group interviews

Question 13

Once a new behavior has passed a certain point in the diffusion process, the influence of nonprofit marketers diminishes because

A) there are many more people to pass along information about the behavior
B) everyone is persuaded, so persuasion is not needed
C) they no longer have the right "target audience mindset"
D) some people can only be influenced by others
E) the old behaviors are so established that nothing will change

Question 14

The preferred method for long-term cost-effective fund-raising is

A) making transactions
B) special fundraising events
C) relationship building
D) telemarketing
E) direct mail

Question 15

When a nonprofit member interacts with a member of an important public, there is an opportunity for

A) advertising reach
B) comprehension testing
C) a donation
D) personal persuasion
E) focus group interviews

Question 16

Nonprofit marketers can reach young people and upscale markets through custom tailored behavior interventions in a social networkng Web site community such as:

A) Netflix
B) MySpace
C) Yahoo
D) Hungryredplanet
E) Twitter

Question 17

A personal marketing quality that is particularly valuable for social marketing is

A) a strong personal need to make a sale
B) a hard sell, never-give-up approach
C) empathy, the ability to feel as the target audience member does
D) aggressiveness
E) a college degree in social marketing

Question 18

Probably, the most difficult challenge for nonprofessional staff of nonprofits, like telephone operators, security officers, cleaning staff and the like, in internal marketing is

A) to get them to have the right target audience mindset
B) to get them to call on potential donors and ask for money
C) to get them to listen to the professional marketer on staff
D) to get them to recognize the fact that they have marketing influence
E) to get them cooperate in a personal marketing audit of the organization