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How is the effectiveness of a campaign, after it runs, evaluated?
tracking
 
How does an advertiser know that its campaign has succeeded in reaching
its target audience?
 
A change in awareness occurs.
Market share increases.
 
traditional planning process with four main elements:
1. Situation analysis 2. Marketing objectives 3. Marketing strategy 4. tactics of action programs
top-down marketing
 
What must researchers do to get hard numbers about specific marketing situations?
quantitative research
 
What is another name for qualitative research?
motivation research
 
Which one of the following is a characteristic of a focus group session?
It is viewed from behind a one-way mirror.
 
What can researchers ascertain from scanning Universal Product Codes?
which products are selling and how well
 
Researchers ask customers about their thoughts and feelings by using a(n) ______,
survey
 
What type of tests show the potency of message components, such as size or color?
recall
 
plan that directs company's marketing effort
marketing plan
 
Which of the following is an important attribute in survey questions?
Brevity
 
factual statement of org's current situation & how it got there
situation analysis
 
The creation of synergy is the main benefit of integrated marketing communication (IMC).
True
 
The advertising pyramid reflects the traditional mass-marketing approach
True
 
after assessing company's situation, writer of marketing plan prepares analysis that ID brand's or product's strengths,
weaknesses, opportunities, & threats
SWOT analysis
 
goals of company stated in terms of profit or return on investment
corporate objectives
 
goals of marketing efforts that may be expressed in terms of needs of specific target markets & specific sales objectives
marketing objectives
 
marketing objective that shifts mgmt.'s view of org. from producer of products or services to a satisfier or target market needs
need-satisfying objectives
 
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
sales-target objective
 
statement of how company is going to accomplish its marketing objectives
Marketing strategy
 
association of brand's features & benefits with particular set of customer needs, clearly differentiating if from
competition in mind of customer.
positioning
 
progressive stages in life of product - including intro, growth, maturity, & decline - that affect way product is
marketed & advertised
product life cycle
 
specific short-term actions that will be used to achieve marketing objectives
Tactics
 
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?
Motives
 
in relationship marketing, customers, employees, centers of influence, stockholders, financial community, & press.
Different _____________________ require different types of relationships
stakeholders
 
opposite of standard, top-down marketing planning, _______________ focuses on one specific tactic & develops it into
overall strategy
bottom-up marketing
 
creating, maintaining & enhancing long-term relationships with customers & other stakeholders that result in exchanges
of info & other things of mutual value
relationship marketing
 
ratio of perceived benefits to price of product
value
 
total sales or profit value of customer to marketer over course of that customer's lifetime
Lifetime customer value (LVC)
 
effect achieved when sun of parts is greater than that exchanged from simply adding together individual components
synergy
 
merchandising method that uses special displays on shelving at end of aisle in store
endcap promotion
 
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
Integrated marketing communications (IMC)
 
traditional marketing communications messages, including advertising, sales promo, publicity, & personal selling.
These messages have least impact b/c they are seen as self-serving
planned messages
 
messages communicated by a product, its packaging, price or distribution elements
product messages
 
factual statement of org's current situation & how it got there
situation analysis
 
after assessing company's situation, writer of marketing plan prepares analysis that ID brand's or product's strengths,
weaknesses, opportunities, & threats
SWOT analysis
 
What are used to determine how effectively a campaign creates a favorable image for a company?
attitude tests
 
To influence customers' perceptions, marketers must understand that every corporate activity has a message component.
True
 
What is the first step in the traditional top-down marketing plan?
Conducting a situation analysis
 
Which of the following states how a firm is going to accomplish its marketing objectives?
Marketing strategy
 
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.
sales-target
 
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:
target market
 
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.
action programs
 
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.
need-satisfying
 
Which type of brand message is exemplified by negative posts on a company's Facebook page?
Unplanned
 
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.
stakeholders
 
What should be the advertising manager's first step when asked to develop an advertising plan?
Reviewing the company's marketing plan
 
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
manufacturer decided to budget 5% of last year's sales for advertising expenditures.


Which allocation method was the manufacturer using?
Percentage-of-sales
 
It is cheaper to conduct primary research in foreign markets than to do so in domestic markets.
False
 
Unlike quantitative research, qualitative research is used by marketers to perform what function?
obtain a general impression of the market
 
Consumers are urged to have open discussions with interviewers in ______.
qualitative research
 
What is the name of an intensive research technique involving a half dozen or more members of a particular
market discussing a product?
focus group
 
Arrange the following in the sequence that they are measured in the BrandAsset Valuator model.
1. differentiation
2. relevance
3. esteem
4. familiarity
 
What can be used to measure cause-and-effect relationships?
the experimental method.
 
When using a sampling method, a company's research must reflect _____ of prospective customers.
the universe
 
Which of the following is an important attribute in survey questions?
brevity
 
What is one challenge related to research conducted in international markets?
It’s more expensive than domestic research.
 
What issues must marketers consider carefully when conducting primary research?
whether the research is valid and reliable
 
Messages resulting from employee interactions with customers. There messages typically have greater impact
that planned messages.
service messages
 
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
unplanned messages
 
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
advertising plan
 
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
advertising strategy
 
Written statement that serves as creative team's guide for writing & producing ad.
creative strategy
 
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
media strategy
 
Method of advertising budget allocation based on percentage of pervious year's sales, anticipated sales for next
year, or combo of the two.
percentage-of-sales method
 
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
share-of-market (share of voice) method
 
Method of determining advertising allocations that defines objectives & how advertising is to be used to accomplish
them. It has three steps:
1. defining objectives
2. determining strategy
3. estimating cost
objective (task) Method
 
When using sampling methods, researchers choose from the universe a(n)___________ that they expect will
represent the population's characteristics.
sample
 
What are the four most common types of survey questions?
open-ended
dichotomous
scale
multiple choice
 
To obtain better research results, what should be used in conjunction with focus groups?
surveys
 
Name the research method used when customers are questioned through personal interviews, by telephone,
by mail, or on the Internet?
surveys
 
What requirements are needed when conducting quantitative research?
formal design
rigorous standards for collecting data
 
When interpreting and reporting findings, tables and graphs should be ______.
explained using everyday language
 
What does MIS refer to?
a marketing information system
 
Thoughtfully planned but freely structured questions help interviewers explore respondents'  inner feelings in a(n) ______.
in-depth interview
 
What is used to gain information about the market, the competition, and the business environment and
to gain a greater understanding of the problem?
informal research
 
When doing research for print ads, direct questioning is often used at what stage?
pretest
 
What is one of the advantages of the Universal Product Code label?
It allows timely inventory control.