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ID:43926425
大小:14.70 KB
页数:10页
时间:2019-10-16
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1、1.UsingpriorsalesandcommunicationactivitiestodeterminethepresentcommunicationbudgetdescribeswhichmethodofIMCbudgeting?Answer:rule-of-thumb2.WhenYolandaaskedherfirm'sadvertisingagencytoestimatehowoftenconsumerssawherfirm'sIMCmessageandwhatpercentageofthetargetaudi
2、encewasexposedtothemessage,shewastoldthereachwas40,thefrequencywas4andthecompetitiveparitywas10.Thegrossratingpointsforherfirm'scampaignwere:Answer:1603.Advertisingsloganssuchas'Don'ttextanddrive'and'Buyfloodinsurancebeforeitistoolate'areexamplesofadsdesignedto:A
3、nswer:persuadeconsumerstotakeaction4.Juliaisdrivingdownahighwayandseesabillboardsaying'SouthRestaurantisjust100kilometresaway'.JuliahasneverheardoftheSouthRestaurantbefore.Afterseeingthesign,shewillmostlikelyneedadditionalexposurebeforedecidingwhethertostopthere.
4、Thisisanexampleof:SelectedAnswer:IncorrectproductunderwhelmCorrectAnswer:thelaggedeffect5.Generally,whenadvertisingtoconsumers,theobjectiveofanadvertisingcampaignis:Answer:apullstrategy—togettheproductintostoresbyhavingconsumersdemandit6.Estellaistryingtocreatean
5、advertisingmessagethatcommunicatesthetangiblefeaturesofhercompany'slaptopcomputers,tellingconsumersabouttherelativeadvantagesofherproductsascomparedtootherofferingsinthemarket.Estellaistryingtocreatea(n)__________appeal.SelectedAnswer:nichemarketingCorrectAnswer:
6、informational7.PublicServiceAnnouncements(PSAs)representaformofsalespromotion.Answer:False8.Nevilleistryingtocreateanadvertisingmessagethattellsconsumershowhiscompany'smobile,pager,instantmessagingandInternetservicesdifferfromotheralternativesinthemarket.Nevillei
7、stryingtocreatea(n):Answer:uniquesellingproposition9.Jenniferhasworkedformanyyearsreviewingandapprovingprintadsforherfirm.Shehasmemorisedachecklistofkeypointstoreview.WhichofthefollowingwouldNOTbeonherchecklist?SelectedAnswer:bodycopyCorrectAnswer:photocredits10.
8、Generally,lessmoneyisspentonadvertisinginB2Bmarketsbecause:SelectedAnswer:businesscustomersprefercouponsCorrectAnswer:B2Bmarketingusuallyinvolvesmorepersonalse
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