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How is the effectiveness of a campaign, after it runs, evaluated?
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How does an advertiser know that its campaign has succeeded in reaching
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A change in awareness occurs.
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traditional planning process with four main elements:
1. Situation analysis 2. Marketing objectives 3. Marketing strategy 4. tactics of action programs
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What must researchers do to get hard numbers about specific marketing situations?
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What is another name for qualitative research?
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Which one of the following is a characteristic of a focus group session?
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What can researchers ascertain from scanning Universal Product Codes?
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Researchers ask customers about their thoughts and feelings by using a(n) ______,
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What type of tests show the potency of message components, such as size or color?
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plan that directs company's marketing effort
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Which of the following is an important attribute in survey questions?
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factual statement of org's current situation & how it got there
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The creation of synergy is the main benefit of integrated marketing communication (IMC).
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The advertising pyramid reflects the traditional mass-marketing approach
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after assessing company's situation, writer of marketing plan prepares analysis that ID brand's or product's strengths,
weaknesses, opportunities, & threats
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goals of company stated in terms of profit or return on investment
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goals of marketing efforts that may be expressed in terms of needs of specific target markets & specific sales objectives
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marketing objective that shifts mgmt.'s view of org. from producer of products or services to a satisfier or target market needs
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marketing objectives that relate to company's sales. They may be expressed in terms of total sales volume; sales by product,
market segment, or customer type; market share; growth rate of sales  volume; or gross profit
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statement of how company is going to accomplish its marketing objectives
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association of brand's features & benefits with particular set of customer needs, clearly differentiating if from
competition in mind of customer.
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progressive stages in life of product - including intro, growth, maturity, & decline - that affect way product is
marketed & advertised
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specific short-term actions that will be used to achieve marketing objectives
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Name the concept that marketers of a new product often use that involves examining important
markets and dedicating resources to the ones that will allow it to attain promotional superiority.
dominance concept
 
Of the five Ms that are pretested and posttested by a company, which of the following is outside
a company's control?
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in relationship marketing, customers, employees, centers of influence, stockholders, financial community, & press.
Different _____________________ require different types of relationships
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opposite of standard, top-down marketing planning, _______________ focuses on one specific tactic & develops it into
overall strategy
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creating, maintaining & enhancing long-term relationships with customers & other stakeholders that result in exchanges
of info & other things of mutual value
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ratio of perceived benefits to price of product
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total sales or profit value of customer to marketer over course of that customer's lifetime
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effect achieved when sun of parts is greater than that exchanged from simply adding together individual components
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merchandising method that uses special displays on shelving at end of aisle in store
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the process of building & reinforcing mutually profitable relationships with employees, customers, other stakeholders,
and general public by developing & coordinating a strategic communications program that enables them to make
consecutive contact with company/brand through a variety of media
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traditional marketing communications messages, including advertising, sales promo, publicity, & personal selling.
These messages have least impact b/c they are seen as self-serving
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messages communicated by a product, its packaging, price or distribution elements
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factual statement of org's current situation & how it got there
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after assessing company's situation, writer of marketing plan prepares analysis that ID brand's or product's strengths,
weaknesses, opportunities, & threats
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What are used to determine how effectively a campaign creates a favorable image for a company?
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To influence customers' perceptions, marketers must understand that every corporate activity has a message component.
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What is the first step in the traditional top-down marketing plan?
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Which of the following states how a firm is going to accomplish its marketing objectives?
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Within a timeframe of five to seven years Orco Construction Supply, a regional distributor of tools and hardware to framing
and foundation contractor markets, plans to hit a revenue mark of $500 million which will more than double its 2017
gross sales. This would be an example of a(n) _____ objective.
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In February 2017, Light Full Foods Inc. in San Francisco developed Light Full Satiety Smoothies, which are
shelf-stable, all-natural, dairy-based smoothies for adult women. Adult women are the smoothie manufacturer's:
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Randall Grahm, the owner of Bonny Doon Vineyards, made a name for his wines by injecting an irreverent sense
of humor into everything associated with the winery. One of the _____ he used was to host a black mask dinner
this fall to celebrate 'the death of wine corks' when his company decided to use screw tops.
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Harry & David is a catalog retailer that specializes in fruit gifts, but it does not see itself as just a merchant of fruit.
By setting _____ objectives, the retailer views itself as a gift provider and acts accordingly.
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Which type of brand message is exemplified by negative posts on a company's Facebook page?
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Clos du Bois wine pursues an advertising campaign that targets the gay and lesbian community.
Its ad in gay publications features a wine cork emblazoned with the Gay Pride rainbow.
Gay publications are examples of _____ for Clos du Bois wine.
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What should be the advertising manager's first step when asked to develop an advertising plan?
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Mood-lites are colored light bulbs that were developed according to research on how
colors affect moods. In allocating funds for advertising the new light bulbs, the
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Which allocation method was the manufacturer using?
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It is cheaper to conduct primary research in foreign markets than to do so in domestic markets.
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Unlike quantitative research, qualitative research is used by marketers to perform what function?
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Consumers are urged to have open discussions with interviewers in ______.
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What is the name of an intensive research technique involving a half dozen or more members of a particular
market discussing a product?
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Arrange the following in the sequence that they are measured in the BrandAsset Valuator model.
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What can be used to measure cause-and-effect relationships?
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When using a sampling method, a company's research must reflect _____ of prospective customers.
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Which of the following is an important attribute in survey questions?
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What is one challenge related to research conducted in international markets?
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What issues must marketers consider carefully when conducting primary research?
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Messages resulting from employee interactions with customers. There messages typically have greater impact
that planned messages.
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Messages that emanate from gossip, unsought news stories, rumors, or major disasters. Companies have little
control over unplanned messages, but messages can dramatically affect customer' attitudes
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Plan that directs company's advertising effort. Natural outgrowth of marketing plan, it analyzes situation, sets advertising
objectives, and lays out specific strategy from which ads & campaigns are created
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Advertising objective declares what advertiser wants to achieve with respect to consumer awareness, attitude, & preference.
Advertising strategy described how to get there. It consists of 2 sub strategies: creative & media strategy
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Written statement that serves as creative team's guide for writing & producing ad.
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Document that helps media planners determine how messages will be delivered to consumers. It defines target audience,
communication objectives that must be achieved, & characteristics of media that will be used for delivery of messages
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Method of advertising budget allocation based on percentage of pervious year's sales, anticipated sales for next
year, or combo of the two.
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Method of allocating advertising funds based on determining the firm's goals for certain share of market & then applying
slightly higher % of industry advertising $$4 to firm's budget
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Method of determining advertising allocations that defines objectives & how advertising is to be used to accomplish
them. It has three steps:
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When using sampling methods, researchers choose from the universe a(n)___________ that they expect will
represent the population's characteristics.
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What are the four most common types of survey questions?
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To obtain better research results, what should be used in conjunction with focus groups?
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Name the research method used when customers are questioned through personal interviews, by telephone,
by mail, or on the Internet?
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What requirements are needed when conducting quantitative research?
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When interpreting and reporting findings, tables and graphs should be ______.
explained using everyday language
 
What does MIS refer to?
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Thoughtfully planned but freely structured questions help interviewers explore respondents'  inner feelings in a(n) ______.
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What is used to gain information about the market, the competition, and the business environment and
to gain a greater understanding of the problem?
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When doing research for print ads, direct questioning is often used at what stage?
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What is one of the advantages of the Universal Product Code label?
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