Critical component is designing advertising campaign

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Reference no: EM132037946

1. Katie is out with her friends form high school and they convince her to buy a blouse because the guy she likes will think she looks great in it, even though it is out of her budget. Katie made this consumer decision based on what factor(s).

Social influences

Thinking evaluation

Consumer logic

Peripheral route

Answers a and d

2. Beth has just finished answering all of her customer’s questions about the software she is pitching for her prospect’s business. She asks them if setting up their training for during the day or in the evening would work better for them. What part of the personal selling process is this?

Objections

Closing

Demonstrating

Open probing

Finalizing

3. Which of these is not a critical component is designing an advertising campaign

Message strategy

Target audience

Objective

Appeal type

Detailed product information

4. Ad Wizards is launching a series of ads for new client, Magnum Tires, that are based on the idea that parents will react better to ads that get them to feel before thinking. What type of ad appeal is this?

Rational

Hyper

Emotional

Focused

Targeted

5. Which of these is NOT a common part of a firm’s brand?

Public relations

Identity

Image

Associations and beliefs

Logos, colors and taglines

6. Elliott is standing in line at midnight to buy the hot new phone being offered by Grapefruit Technologies. What type of buyer best describes him?

Media savvy

Technological

Innovator

Front runner

Status conscious

7. Which of these is typically a characteristic of a sales promotion?

It requires the consumer to act on the offer in a fixed time

It is advertised via e-media

The consumer must buy the product to benefit from the offer

It is a key part of social media marketing

Answers a and c are both correct

8. Katie is in charge of promoting a new soft drink on campuses across North America. She wants the campaign to be a bit edgy, unconventional, interactive and has a tight budget. Which of these marketing techniques would you recommend to her?

Advertisements on campus TV and radio stations

A series of print ads in the campus newspaper

A guerrilla campaign featuring campus ambassadors

A buy-one, get one campaign run out of the bookstore

Ask the marketing faculty to make it a class project

For following question match the description to the correct part of the IMC mix.

9. Coke has hired a number of college students to skateboard though crowds at sporting events with trays of ice cold cans of their products.

Guerrilla marketing

Advertising

Sales promotion

Public relations

Data management

For following question match the description to the correct part of the IMC mix.

10. Celebrities R Us represents the hottest new boy band. They plan a series of in-person autograph sessions but the fans have to subscribe to the agency’s press releases to find out when and where.

Guerilla marketing

Sales promotion

Public relations

Direct marketing

Micro targeting

Reference no: EM132037946

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