Q&A Hero

Q: (p.416)Which of the following is the best example of direct-response broadcast advertising? A.A CD offering you a trial subscription to an online music review magazine. B.A catalog featuring children's clothing. C.A TV infomercial for exercise equipment. D.A telemarketing call selling investment opportunities. E.A commercial before a movie in a theater that asks you to shop at Friedman's Furniture Store.

Q: (p.417)Which of the following is the best marketing communication tool for relationship building? A.Infomercials B.Word-of-mouth C.Personal selling D.Direct-response marketing E.Interactive broadcast advertising

Q: (p.417)_____ is the interpersonal communications process by which a seller ascertains and then satisfies the needs of the buyer, to the mutual, long-term benefit of both parties. A.Direct marketing B.Relationship marketing C.Transactional marketing D.Personal selling E.Viral marketing

Q: (p.418)What is the greatest strength of personal selling? A.Its low cost B.Its historically positive reputation C.The fact that it is labor intensive D.Its personal nature E.The immediacy of the sale

Q: (p.411)_____ advertising is always aimed at stimulating some action or response from its recipient. A.Radio B.Viral C.Direct-response D.Mass E.Aerial

Q: (p.411)Sierra South sells whitewater ratting and kayaking trips and related merchandise. Sierra South uses the Internet as its _____ to connect its customers and prospects with the company to provide them with information on upcoming trips, new gear and sales. A.linkage media B.interactive communication capability C.indirect-response advertising device D.interstitial E.feedback encoding device

Q: (p.411)_____ is the oldest marketing method and it is growing incredibly fast today as a result of social and technological changes. A.Direct marketing B.Relationship marketing C.Advertising D.Interactive marketing E.Direct selling

Q: (p.412)The growth of direct marketing has been fueled by: A.the development of kiosks. B.the increase in cultural diversity. C.the expanding use of credit cards. D.the aging of the baby boomer generation. E.the development of remote controls.

Q: (p.412)What are the various challenges that direct marketers have to face in foreign markets that limit the growth of direct marketing efforts?

Q: (p.412)Explain the main function of loyalty programs.

Q: (p.414)What are the two basic strategy decisions faced by all direct marketers?

Q: (p.415)What communications medium can be used for direct-response advertising?

Q: (p.416)What advantages do print catalogs provide over other marketing tools?

Q: (p.419)What are the four most significant roles personal selling plays in IMC?

Q: (p.421)Planners for a trade show booth or exhibit have to be particularly concerned with four major areas. List them.

Q: (p.421)Why are trade shows very important to global marketers?

Q: (p.410)_____ is defined as an interactive process of addressable communication that uses one or more advertising media to effect, at any location, a measurable sale, lead, retail purchase, or charitable donation, with this activity analyzed on a database for the development of ongoing mutually beneficial relationships between marketers and customers, prospects, or donors. A.Mass advertising B.Sales promotion C.Direct marketing D.Personal selling E.Network marketing

Q: (p.410)_____ is a form of direct marketing that uses a database of current and prospective customers to generate personalized communications. A.Mass advertising B.Sales promotion C.Multilevel marketing D.Database marketing E.Personal selling

Q: (p.411)Which of the following statements about direct marketing is true? A.Direct marketing is a measurable system of marketing. B.Direct marketing is static. C.Direct marketing is often called reminder advertising. D.Direct marketing does not typically produce feedback. E.Direct marketing as a form of promotion is ineffective in generating immediate sales.

Q: (p.411)Sierra South sells whitewater ratting and kayaking trips and related merchandise. The company uses a Web site to gather information from potential customers of its products. This information is entered into the company's database. Names and information in this database are used to determine who should receive a personalized sales e-mail from the company. Sierra South is using: A.mail-order advertising. B.database marketing. C.direct selling. D.direct-mail advertising. E.interactive advertising.

Q: (p.431)What is a premium? Why do marketers offer premiums?

Q: (p.432)What benefits would a convenience store retailer realize if it offered its customers an opportunity to participate in some type of game?

Q: (p.410)What are the functions of direct marketing?

Q: (p.410)What advantages does direct marketing enjoy over mass advertising?

Q: (p.428)Spiffs are an allowance paid to retailers for handling manufacturer point-of-purchase displays.

Q: (p.430)The trend toward self-service retailing is increasing the importance of point-of-purchase POP material.

Q: (p.431)Slippage is the term used to describe a phenomenon where customers buy a product because of a rebate offer and then never redeem the rebate because it is too much trouble.

Q: (p.432)Both games and sweepstakes encourage consumption of the product by creating consumer involvement.

Q: (p.411)What is the primary reason for the tremendous growth of direct marketing in recent years?

Q: (p.411)How have the social changes and changing lifestyles of the people in America led to an increase in direct marketing?

Q: (p.414)List and describe the two direct selling strategies.

Q: (p.418)List three reasons why a marketer might be at a disadvantage if it used personal selling as a marketing communications tool.

Q: (p.424)List three factors that make sales promotions a unique communication form.

Q: (p.426)Differentiate between a push and a pull strategy.

Q: (p.427)Why are manufacturers opposed to paying slotting allowances?

Q: (p.427)How are forward buying and diverting different? How are they similar?

Q: (p.421)The construction of trade-show booths and exhibits has become a major factor in sales promotion plans.

Q: (p.424)One of the major advantages of sales promotion is that it is inexpensive.

Q: (p.424)Consumer sales promotions are examples of push strategies.

Q: (p.427)The excessive use of trade deals will threaten brand loyalty.

Q: (p.413)Databases help companies choose the prospects they can serve most effectively and profitably.

Q: (p.413)Direct marketing is the best way to develop a good database.

Q: (p.413)By providing a tangible response, direct marketing offers accountability.

Q: (p.414)One of the drawbacks to direct marketing is the fact that such efforts must often stand on their own without the content support of the media that advertising offers.

Q: (p.415)Telemarketing costs a lot less money that personal selling.

Q: (p.415)Telemarketing should never be used if the objective of the sales call is to develop long-term relationships with customers.

Q: (p.415)Any media can be used for direct-response advertising.

Q: (p.417)Within the communications process, the task of personal selling is to make a sale.

Q: (p.417)Personal selling is one of the most expensive medium of promotion.

Q: (p.418)Personal selling is very labor-intensive.

Q: (p.419)Salespeople perform four distinct communications functions: information gathering, information providing, order fulfillment and relationship building.

Q: (p.411)Because the commercial for Bow-Flex exercise equipment asked readers to phone for a CD on how the exercise system could help them strengthen their muscles, it would be characterized as direct-response advertising.

Q: (p.411)Direct marketing efforts are always aimed at stimulating some action or response on the part of the customer or prospect.

Q: (p.411)Direct marketing is a newly developed tool of marketing and promotion.

Q: (p.412)While the boom in telecommunications and computer technology is spurring the growth of direct marketing in the United States. However, it has not had the same effect worldwide.

Q: (p.389)The Lost television show on ABC, Better Homes and Gardens magazine and billboards beside the interstates are all examples of media vehicles.

Q: (p.412-413)The direct marketing database is a company's primary tool to initiate, build, cultivate and measure the effectiveness of its loyalty efforts.

Q: (p.390)Ad impression determines the number of people who see and understand a particular ad in a particular media vehicle.

Q: (p.391)Gross rating points (GRPs) are calculated by adding the ratings of several media vehicles.

Q: (p.391)The term reach refers to the intensity of a media schedule based on repeated exposures to a medium.

Q: Only unduplicated users increase a campaign's reach.

Q: (p.391)Whereas reach measures the breadth of the media schedule, frequency measures the length of the advertisement.

Q: (p.392-393)To achieve greater reach on a limited budget, some frequency and/or continuity has to be sacrificed.

Q: (p.393)The advertising response curve is S-shaped.

Q: (p.394)The media plan is not influenced by the location and makeup of the target audience.

Q: (p.395)Most marketers develop an international media by formulating individual national plans first.

Q: (p.396)A low BDI and a high CDI indicate a brand is selling unusually well given the low demand for the product category.

Q: (p.410)Direct marketing interaction can take place at any location.

Q: (p.385)The cost of reaching target audiences is decreasing for all media.

Q: (p.389)Development of a media plan requires an entirely different process than does the development of the marketing plan.

Q: (p.389)Media objectives translate the advertising strategy into goals that media can accomplish.

Q: (p.389)Audience objectives define the number of people the advertiser wants to reach.

Q: (p.402)Which of the following products would most likely advertise using a continuous scheduling pattern? A.Cat food B.Allergy pills C.Christmas ornaments D.Suntan lotion E.Swimming pool chemicals

Q: (p.402)_____ is an intermittent scheduling pattern that alternates periods of advertising with periods of no advertising. A.Cycling B.Succession C.Flashing D.Rotation E.Flighting

Q: (p.403)Campbell's soups maintain a low-level of advertising during the entire year, but it advertises heavily during the winter months when people are cold and looking for something to help warm them up. What kind of advertising strategy is Campbell's using? A.Sporadic B.Pulsing C.Rotation D.Bursting E.Periodic

Q: (p.403)_____ is a pattern of scheduling where the same commercial is run every half hour on the same network during prime time. A.Flighting B.Pulsing C.Bursting D.Blinking E.Road-blocking

Q: (p.403)The technique of _____ is used to give television viewers the impression that the advertiser had bought a lot of air time even though the ad may have been shown only for a couple of nights. A.pulsing B.road-blocking C.media monopoly D.blinking E.prestige promotion

Q: (p.403)Which of the following methods of scheduling media would be most effective for a new retailer with a slim advertising budget? A.Pulsing B.Blinking C.Bursting D.Continuity E.Road-blocking

Q: (p.403)_____ refers to a scheduling technique in which the advertiser floods the airwaves for one day on both cable and network channels to make it virtually impossible to miss the ads. A.Flighting B.Pulsing C.Road blocking D.Blinking E.Bursting

Q: (p.404)The person in charge of negotiating and contracting with the media is called a(n): A.ad traffic department head. B.art director. C.media director. D.media buyer. E.audience planner.