Marketing Final Exam

Relations is used b a large audience is best reached

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: : AACSB Reflective MSC: BLOOMS Analysis 61. Which of the following statements about the characteristics of the elements in the promotional mix is true? a. Control over message content is greatest when public relations is used. b. A large audience is best reached with personal selling. c. The fastest feedback occurs with personal selling. d. The mode of communication for sales promotion is usually direct and personal. e. The message flow with advertising is twoway. ANS: C There is little control over message content with public relations. Personal selling reaches large audiences slowly. Sales promotions are usually indirect and impersonal. The message flow with advertising is one-way. See Exhibit 16.3. PTS: 1 REF: 255 Thinking KEY: CB&E Model Strategy OBJ: 16-3 TOP: AACSB Reflective MSC: BLOOMS Analysis 62. Arc Promotional Agency created the first mobile blogging competition and online reality show for SingTel, a telecommunications company in Singapore. The campaign let SingTel customers pick their dream couple and follow their lives through a moblog. SingTel used _____ to communicate with its consumers. a. a corporate blog b. an interactive Web site c. narrowcasting d. a noncorporate blog e. a market concentration strategy ANS: A Corporate blogs are blogs generated by companies that allow marketers to have a direct, personalized feedback channel with customers. PTS: 1 REF: 256 KEY: CB&E Model Promotion OBJ: 16-3 TOP: AACSB Technology MSC: BLOOMS Application 63. GM uses blogging to communicate with customers online. GM’s vice chairman Bob Lutz—an auto industry veteran and the company’s director of product development—began a blog about the company in 2005. Once readers realized it really was Lutz and not an advertising ploy, they quickly warmed to the idea and appreciated his candid comments about GM and its competition. This is an example of: a. b. c. d. e. a corporate blog an interactive Web site narrowcasting a noncorporate blog a market concentration strategy ANS: A Corporate blogs are blogs generated by companies that allow marketers to have a direct, personalized feedback channel with customers. PTS: 1 REF: 256 KEY: CB&E Model Promotion OBJ: 16-3 TOP: AACSB Technology MSC: BLOOMS Application 64. What are the three basic tasks of promotion? a. b. c. d. e. Informing, persuading, and convincing Persuading, convincing, and reminding Informing, convincing, and reminding Informing, persuading, and reminding Persuading, comparing, and reminding ANS: D Promotion can perform one or more of three tasks: inform the target audience, persuade the target audience, or remind the target audience. PTS: 1 REF: 256 Thinking KEY: CB&E Model Promotion OBJ: 16-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 65. Which of the following is one of the basic tasks typically performed by promotion? a. Managing b. Organizing c. Rewarding d. Persuading e. Perceiving ANS: D Persuasive promotion is designed to stimulate a purchase or an action. PTS: 1 RE...
View Full Document

Ask a homework question - tutors are online