Research to measure the result of their advertising campaign

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Assignment:

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Question 1. Marketing companies monitor and evaluate the impact of their advertising on their target audiences by investing in research to measure the result of their advertising campaigns. Usually, the most important information to discover is:

1. the target audience's awareness of the brand name
2. the frequency that the target audience sees/hears the ads
3. advertising awareness and familiarity of the key ad message points by the target audience(s)
4. the amount of sales the ads generated from the target audience

Question 2. A company that wants its sales people motivated to sell its products, but also to service their customers after the sales are made would select which compensation plan?

1. Combination of salary and bonus for sales above quota
2. Straight salary.
3. Straight commission.
4. Combination of salary and commission.

Question 3. One downside to using public relations is its lack of credibility.

1. True
2. False

Question 4. Creating a plan to connect supply to demand is an example of:

1. managing logistics and the customer experience.
2. sales forecasting, production planning and inventory control.
3. order processing, storage and transportation.
4. all of the above.

Question 5. A firm that wants to attract new consumers, reward loyal customers, or increase the repurchase rate of occasional users would be best served by sales promotion.

1. True
2. False

Question 6. If Vick's, the maker of Nyquil cold medicine, uses its advertising to contrast its ingredients and benefits to those of Sudafed, Nyquil's advertising is an example of _______________ advertising.

1. comparative or persuasion advertising
2. informative or USP advertising
3. Reminding or demonstration advertising
4. reminder or point-of-purchase advertising

Question 7. In designing brilliant marketing plans, the "game within a game" of getting internal alignment and approval is more important than the marketing plan itself. Which of these internal barriers can foil brilliant marketing plans?

1. a focus on quarterly results
2. too much influence by the sales force
3. "the voice of the customer" research
4. all of the above

Question 8. With the opening and growth of Florida Blue retail health insurance stores, marketers at Blue Cross Blue Shield of Florida should anticipate...

1. the centers losing their uniqueness as competitors copy the idea with centers of their own.
2. brokers moving their business to other carriers in protest of the competition that these retail centers pose to them.
3. positive publicity stemming from the uniqueness of buying health insurance at a retail "store."
4. all of the above.

Question 9. Jeremy is creating a new product for hikers and walkers. He is considering various distribution approaches that he could use to support his marketing goals in light of the current market environment. Soon he will determine the number and kind of distribution channels he will use and then select specific channel partners and distribution logistics. Jeremy is:

1. developing the marketing mix for his new product
2. creating his marketing plan
3. engaged in distribution planning and strategy
4. identifying his product's "value chain"

Question 10. Geico's multi-topic advertising campaign is an example of:

1. Slice-of-life creative strategy
2. Demonstration advertising
3. Lifestyle advertising at its best.
4. advertising aimed at various customer segments using a single POD.

Question 11. Wonder Bread Company manufacturers food products with very short shelf life. Wonder's goal for its logistics system is to maximize its profit opportunity. The "formula" Wonder uses to find the lowest total cost of logistics adds up its total freight costs, plus its total fixed warehouse costs, plus total variable warehouse costs, plus total cost of lost sales due to average delivery delays. Is Wonder using the correct "formula" to reveal their lowest overall logistics cost (i.e. their highest profit opportunity)?

1. True
2. False

Question 12. The advantage of using social media such as Facebook in a media plan is that it can stimulate a lot of positive "buzz" or word-of-mouth advertising without the risk that it might generate bad "buzz."

1. True
2. False

Question 13. The ____________ method of establishing a marketing communication budget is generally the best because it values promotion as an investment and doesn't rely entirely on sales to determine how much it can afford.

1. Objective-and-task method
2. Top down method
3. Bottom up method
4. competitive-parity method

Question 14. Describes one-to-many (mass media) communication devices and describes "noise" as anything that interferes with effective communication including "ad clutter" (many ads clamoring for our attention). Advertisers can most successfuly overcome "ad clutter" by advertising even more -- by increasing their mass media advertising presence so that they overpower the competing ads.

1. True
2. False

Question 15. To market a new product, a company might use a "pull" strategy rather than a "push" strategy if:

1. it has very strong relations with its distribution channels.
2. its channels are hesitant to stock its new product.
3. its sales force has been very successful getting wholesalers and retailers to handle its new products in the past.
4. it has a small advertising budget.

Question 16. Which is true of market-logistics systems?

1. So-called cross-docking systems are likely to add costs and also value.
2. The best supply chain management systems use "just-in-time-inventory."
3. They cannot simultaneously maximize customer service and minimize distribution costs.
4. Transportation is a more important element of logistics than storage.

Question 17. Marketers focus on the wants of their target customer segments because they can't be all things to all people. But when it comes to customer service consumers generally prefer either a high touch (personal service) approach or a high tech (self service) approach. Even for a company striving to develop its superior customer service as its point-of-difference, it is inadvisable to attempt to deliver both high tech and high touch equally well.

1. True
2. False

Question 18. Levi's has expanded its jeans into new channels such as Wal-Mart in order to grow. Is that also risky?

1. No, it just increases opportunities for consumers to buy jeans.
2. Yes, it will raise their production costs.
3. Yes, it could damage their brand image and relationships with traditional channels.
4. No, today's companies are expected to expand their products into as many sales channels as possible.

Question 19. Retail-store assortments have grown more alike leading conventional chains to increase service and locations. This has created an opportunity for new, low-price, low-service competitors.

1. True
2. False

Question 20. Home Depot stores often hold do-it-yourself seminars and demonstrations in their stores for customers. Home Depot is trying to become a retail "destination location" by employing:

1. atmospherics to set the shopping mood
2. a stimulating, interactive shopping environment
3. differentiated merchandising
4. a unique store design