marketing multiple choices

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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