Question 1

One of the complaints of traditional couponing has been the low response rate and,even in early stages of adoption,_________ has demonstrated the ability to increase the response rate.

Accepted Answer

One of the complaints of traditional couponing has been the low response rate and, even in early stages of adoption, geo-location marketing has demonstrated the ability to increase the response rate.

Question 2

______________ is the use of geographic data to drive marketing messaging and other marketing decisions.

Accepted Answer

Geo-location marketing is the use of geographic data to drive marketing messaging and other marketing decisions.

Question 3

The process of _________ places the communication into some channel or medium so that it can make its way to the intended receiver.

Accepted Answer

After encoding, message transmission places the communication into some channel or medium so that it can make its way to the intended receiver.

Question 4

A marketing manager believes that unpaid communication is seen as more credible than paid forms.Based on the manager's consideration,____________ will be the most appropriate promotional form.

Accepted Answer

The answer of A marketing manager believes that unpaid communication...

Question 5

Yahoo allows users to create their own Yahoo experience defining the look and content of their Yahoo web page.This is an example of the ____________ element of the customer interface.

Accepted Answer

More customized sites enable customers to choose content and context. Yahoo, for example, allows users to create their own Yahoo experience defining the look and content of their Yahoo web page.

Question 6

A push strategy usually relies on ____________ directed toward channel members.

Accepted Answer

In a push strategy, the focus is on the channel of distribution, and in getting the offering into the channel. Members of the channel are targeted for promotion and are depended on to then push the offering into the hands of end users. A push strategy typically relies on a combination of personal selling and sales promotion directed toward channel members.

Question 7

In the growth of smartphones a new technology called _____ enables companies to send messages from automated applications to people on everything from alerts from their banks to special offers from retailers.

Accepted Answer

With the growth of smartphones a new technology called A2P (application to person) enables companies to send messages from automated applications to people on everything from alerts from their banks to special offers from retailers. Customers can even make purchases.

Question 8

A marketing manager wants to build a strong relationship with the customers and to customize message without high costs.He understands that relationship building and message customization would require constant updating the database due to the reliance on CRM.Based on the manager's consideration,____________ will be the most appropriate promotional form.

Accepted Answer

Direct marketing and interactive marketing allow for personalized messages to be sent to customers at a lower cost than personal selling. It also allows for constant updating of customer information in the database through CRM. Sales promotion, advertising, and public relations may not allow for personalized messaging and may not require customer information updates as frequently.

Question 9

______ are more graphic,visually interesting ads that move across the web page.Sometimes people may find these ads distracting.

Accepted Answer

Interstitials are more graphic, visually interesting ads that move across the web page. As with banner ads, people find these ads distracting, and antivirus software from Norton, McAfee, as well as Windows enables users to block them.

Question 10

IMC is different from traditional promotion mix strategy in a way that IMC _____________.

Accepted Answer

Integrated marketing communications (IMC) is the strategic approach to communicating the brand and company message to targeted customers in ways that are clear, concise, and consistent and yet are customizable as needed to maximize the impact on a particular audience.

Question 11

____________ is a microblogging site where users provide short and immediate insights on how they feel or what they are thinking.

Accepted Answer

Twitter is a microblogging site with close to 600 million users. It is a different experience than Facebook; shorter and more immediate. Users are limited to 140-character tweets that offer immediate insight on how someone is feeling or what he or she is thinking.

Question 12

A marketing manager wants to efficiently reach large numbers of customers and he is not concerned about production costs.Based on the manager's consideration,____________ will be the most appropriate promotional form.

Accepted Answer

Advertising allows the marketing manager to reach a large number of customers efficiently and cost-effectively. It can be used in various media, such as television, print, and digital, to communicate messages to a broad audience. Since the manager is not concerned about production costs, advertising can be an effective promotional form to achieve the desired results.

Question 13

___________ is targeted at working professionals and offers some distinct advantages in terms of a professional calling card.

Accepted Answer

LinkedIn is targeted at working professionals, has a membership of over 120 million users, and offers some distinct advantages in terms of a professional calling card.

Question 14

____________________ is an interactive marketing system that uses one or more advertising media to affect a measurable response and/or traction at any location.

Accepted Answer

Direct marketing is an interactive marketing system that uses advertising media to elicit a measurable response or transaction.

Question 15

Through the process of ________,the sender translates an idea to be communicated into a symbolic message consisting of words,pictures,numbers,and gestures in preparation for transmittal to a receiver.

Accepted Answer

Through the encoding process, the sender translates an idea to be communicated into a symbolic message consisting of words, pictures, numbers, and gestures in preparation for transmittal to a receiver.

Question 16

A marketing manager wants to stimulate purchase directly through incentive to buy and is not too concerned about customers continually waiting for the next coupon or rebate.Based on the manager's consideration,____________ will be the most appropriate promotional form.

Accepted Answer

Sales promotion directly incentivizes customers to make a purchase and typically includes coupons, discounts, rebates, and limited-time offers. This aligns with the marketing manager's desire to stimulate purchase directly through incentive to buy. Sales promotions are also typically short-term in nature, which would be less of a concern for the manager who is not worried about customers continually waiting for the next coupon or rebate.

Question 17

In a push strategy,the focus is on ______________.

Accepted Answer

In a push strategy, the focus is on the channel of distribution, and in getting the offering into the channel. Members of the channel are targeted for promotion and are depended on to then push the offering into the hands of end users. A push strategy typically relies on a combination of personal selling and sales promotion directed toward channel members.

Question 18

__________________ is a marketing phenomenon that facilitates and encourages people to pass along a marketing message.

Accepted Answer

The American Marketing Association defines viral marketing as a "marketing phenomenon that facilitates and encourages people to pass along a marketing message."

Question 19

In addition to the company's primary site many companies create smaller,more focused sites that deal with specific topics such as new product introductions or targeted products within a large product portfolio known as _________.

Accepted Answer

In addition to the company's primary site many companies create smaller, more focused sites that deal with specific topics such as new product introductions or targeted products within a large product portfolio known as microsites.

Question 20

A marketing manager wants to have a strong two-way communication of ideas with customers and he considers it to be very important to directly ease customer confusion and persuade purchase.He does not care much about whether the cost per customer contact will be expensive.Based on the manager's consideration,____________ will be the most appropriate promotional form.

Accepted Answer

Personal selling is the most appropriate form of promotion for the marketing manager's objective of having a strong two-way communication with customers and easing their confusion. Personal selling allows for direct interaction with customers and the opportunity for the salesperson to address any confusion or concerns the customer may have. Additionally, personal selling can be costly per customer contact, but the manager does not consider this a priority.

Quiz 12: Promotional Strategy and New Media

One of the complaints of traditional couponing has been the low response rate and,even in early stages of adoption,_________ has demonstrated the ability to increase the response rate.

______________ is the use of geographic data to drive marketing messaging and other marketing decisions.

The process of _________ places the communication into some channel or medium so that it can make its way to the intended receiver.

A marketing manager believes that unpaid communication is seen as more credible than paid forms.Based on the manager's consideration,____________ will be the most appropriate promotional form.

Yahoo allows users to create their own Yahoo experience defining the look and content of their Yahoo web page.This is an example of the ____________ element of the customer interface.

A push strategy usually relies on ____________ directed toward channel members.

In the growth of smartphones a new technology called _____ enables companies to send messages from automated applications to people on everything from alerts from their banks to special offers from retailers.

______ are more graphic,visually interesting ads that move across the web page.Sometimes people may find these ads distracting.

IMC is different from traditional promotion mix strategy in a way that IMC _____________.

____________ is a microblogging site where users provide short and immediate insights on how they feel or what they are thinking.

A marketing manager wants to efficiently reach large numbers of customers and he is not concerned about production costs.Based on the manager's consideration,____________ will be the most appropriate promotional form.

___________ is targeted at working professionals and offers some distinct advantages in terms of a professional calling card.

____________________ is an interactive marketing system that uses one or more advertising media to affect a measurable response and/or traction at any location.

Through the process of ________,the sender translates an idea to be communicated into a symbolic message consisting of words,pictures,numbers,and gestures in preparation for transmittal to a receiver.

A marketing manager wants to stimulate purchase directly through incentive to buy and is not too concerned about customers continually waiting for the next coupon or rebate.Based on the manager's consideration,____________ will be the most appropriate promotional form.

In a push strategy,the focus is on ______________.

__________________ is a marketing phenomenon that facilitates and encourages people to pass along a marketing message.

In addition to the company's primary site many companies create smaller,more focused sites that deal with specific topics such as new product introductions or targeted products within a large product portfolio known as _________.