Match the promotion to its definition

Advertising - Any Paid, non-personal

Sales Promotion - Short-term incentives
Direct Marketing - Promotion to an individual
Personal Selling - Any selling activity that involves
Public Relations - The management function

Digital - Increasing
Radio - Decreasing
Newspapers - decreasing
TV - staying the same
Magazines - decreasing

Match the advertising type to its description

Comparative - An ad that explicitly or implici
Straight Sell - Factual presentation of inform
Testimonial - Show “regular” people who
Endorsement - A famous person who lends
Demonstration - Show the product in use to
Slice-of life - A mini-dramatization portraying

Customer Connections - The accumulation of meaning

Brand Community - Groups of consumers united
Social Proof - A psychological concept that
Co-creation of value - The extent marketers and customers
Psychological Engagement - The intensity of attention and
Behavioral Engagement - A customer’s voluntary resour

Which of the following statements about IMC is FALSE?

- IMC is about creating the exact same look and feel across all of your marketing
communications
- IMC is difficult because you have to align customer service with marketing

The benefits of IMC are _____ and ______ .

- clarity/synergy

Which of the following promotion tools is a two-way communication channel?

- DIGITAL

Which of the following represents the idea of conceptual fluency?

- Consumers ability to process brand meaning
Which of the following is most likely to result in greater anxiety for a salesperson?
- Full commission

The best use of IMC would incorporate…

- ….television advertising that links to a smart digital campaign

If a company is trying to get their salespeople to focus on service customers, which would you
recommend?
- Use customer satisfaction incentives because salespeople will better listen to customer’s
need

Which of the following is most likely to result in greater revenue for a company because
salespeople are more likely to take more risks?
- Partial commission with base salary

Which of the following is a shortcoming of advertising?

- It only provides one-way communication with customers

When advertisers worry that an emotional appeal, such as fear, goes to0 far, they are worried
that the appeal will…
- …cause a backlash

What is the purpose of CPM as a promotion metric?

- It is used to compare media costs

Demonstrations, testimonials, and slice-of-life commercials all represent which kind of appeal?
- Rational

What is the relationship between reach and frequency in terms of typical advertising (media)
budget?
- More reach means less frequency

Carl’s Jr. who has high brand awareness ran an ad for one of its burgers with a sex appeal
through a barely clothes model. Considering either of the two goals of advertising would this ad
be successful?
- No, this ad would be unsuccessful because the sex appeal is not connected to why
conusmers buy burgers

As exemplified by the Amazon echo commercial with Micheal B. Jordan, the Wren clothing
commercial, and the Do it for Denmark campaign…
- ….sex appeals can create brand awareness
Which of the following about reach and frequency is FALSE?
- Reach and frequency are easiest to assess for newspapers

Why is Sergio Zyman’s view of advertising potentially incorrect?

- Advertising can be used to build a brand

Bai, a new drink brand just hitting the market, created a funny and shareable ad with
Christopher Walken and Justin Timberlake in which the humor did not link to why people
purchase a brand. The ad would probably…
- …help Bai because it would get attention and shared
Hurt Bai because the humor did not link to why people purchase

Why is it dangerous to evaluate media solely based on CPM?

- Media differ vastly in their abilities to communicate information

Sharing information about the yeti cup because it is so good at keeping drinks cold takes
advantage of which part of STEPPS?
- Practical value

The major problem affecting digital marketing right now is _____ .

- privacy

Which is the BEST approach for a marketer to follow in regard to brand communities?
- They should not attempt to control over govern the communities

Given the Mckinsey data, we could say the young consumers, as compared to older
consumers…
- …are less brand loyal

Consumer connections through digital media suggest that marketers are trying to figure out how
to better…
- …manage customer interactions with each other

Compared to customer satisfaction, customer engagement…

- ….represents a deeper connection

Karen’s manager was furious. She told Karen “You sold me on the idea that brand communities
would be good marketing for our products. Look at these negative comments. You need to fix
this right away.” Karen was afraid she might lose her position, but she also knew
- The reaction of the brand community would be even worse if she tried to shut down the
conversation
** the transcript says letting people talk empowers them and responding could lead to
more blunders, but that “really you probably have to take part in it at some point”
Given there are more problems in social media marketing than in traditional communication
channels, why can’t firms avoid it?
- Because the SMM conversation is happening with or without companies

The stereotype of salespeople that has been proliferated by Hollywood…

… was never accurate

Which of the following budgeting methods is best related to the marketing concept?
Objective-and-task method

Which do constant sales promotions do for brand value (meaning)?

Sales promotions decrease the value of a brand

The concept of utilizing multiple channels of communications to project a single, unified, and
compelling message about a brand is _____ marketing communications (IMC)
Integrated

How should firms view advertising?

As a potential investment opportunity

How should Subway’s sales promotion be designed?

Sales promotions should be infrequent and designed around cultural moments that bring
the brand meaning alive.

The hierarchy of effects model suggests that…

…people know and like something before they buy it

If a trial close leads to an objection, that means…

…the customer is interested in the product

In the hierarchy of effects model, advertisers have traditionally measured awareness and liking
because…
…it has been hard to link advertising to behavior

If an Apple Watch and used recorded 911 calls of people using their Apple watch to be rescued
from harm, and this ad generated fear in its audience, when would this fear be a good appeal?
If people primarily bought Apple Watches to the rescued in dangerous situations
If the fear grabbed people’s attention

What is the purpose of CPM as a promotion metric?

It is used to compare media costs
Which of the following is a shortcoming of advertising?
It only provides one-way communication with customers

Rather than showing how to make a call, if an Apple Watch ad used recorded 911 calls of
people using their Apple Watch to be rescued from harm, it would be an example of?
Testimonial

Why is Sergio Zyman’s view of advertising potentially incorrect?

Advertising can be used to build a brand?
*** Sergio is all about action/behavior, forget everything else, but advertising should: yes,
focus on this short term, but also long term, “So if we can do that with sales, promotion and
surgery, as i'm saying that advertising should encourage some kind of short term behavior
change, then at the very least advertising should encourage long-term change. As well, right.
Some kind of brand potential, strengthening brand image, strengthening awareness”
“then we talk about long term brand-building effects, and that really should be able to do both.”

Which of the following about reach and frequency is FALSE

Reach and frequency are easiest to assess for newspapers

Which of the following is TRUE about advertising on the Super Bowl?

From a CPM perspective, advertising during the Super Bowl is a good value

Advertising on streaming TV…

…can lead to overexposure

The book’s “principles of marketing through social media” suggests that brands should…
…be simple and visual

Sharing a post from Wendy’s, in which the brand is snarky with a customer, so that a sharer
feels like s/he has inside information and is seen as “in the know”, takes advantage of which
part of STEPPS?
Social Currency
Emotion

The Geico ad “hump day” which equates the Geico brand with calling Wednesday “hump day”,
could possibly link the brand to the commonly used term thereby making it salient on
Wednesdays. This takes advantage of which part of STEPPS?
Trigger

Hubspot’s model suggests all of the following are part of inbound marketing EXCEPT___.
Well-trained telemarketers
Groups of consumers united by strong connections with a branded product or service are
referred to as
Brand communities

How do consumers feel about companies having their data?

Consumers want companies to use their data to personalize communications and
products

Given there are more problems in social media marketing than in traditional communication
channels, why can’t firms avoid it?
Because the SMM conversation is happening with or without companies

Compared to customer satisfaction, customer engagement…

…represents a deeper connection

What does the current move by society (e.g. regulators) mean for consumer privacy and data?
Companies must start approaching consumer data as privilege

According to our discussion in class, Starbucks, whose products are consumers in front of
others, connected to a routing, make people happy, and wake people up, didn’t have to
advertise for their first 25 years in existence. Why?
Because Starbucks was well positioned to take advantage of STEPPS

What is marketers’ obsession with young consumers?

They think young consumers will be brand loyal for a long time

There are more problems in social media marketing as compared to traditional advertising
because…Shortcomi
…companies are giving up control to employees and customers

Which of the following budgeting methods is best related to the marketing concept?
Objective-and-task method

What do constant sales promotions do for brand value (meaning)?

Sales promotions decrease the value of a brand

Which of the following is NOT a way that personal selling is distinguished from mass marketing
promotion?
Personal selling is proven to be the most persuasive technique
Personal selling is interactive, two-way communication

What is true of reach and frequency with a limited budget?

They are inversely related to one another- this is correct
 *** transcript says reach and frequency are inversely related because of limited budgets

Which of the following is the best example of a sales-related objective?

A 10% increase in market share

The best way to characterize a good salesperson is one who _____.

Listens

A primary benefit of Nike’s Write the Future campaign, which advertised around the 2010 World
Cup using a variety of promotion tools and media, would have been consumers’ increased…
…conceptual fluency for Nike

Which of the following is a shortcoming of advertising?

It only provides one-way communication with customers.

In the hierarchy of effects model, advertisers have traditionally measured awareness and liking
because…
…it has been hard to link advertising to behavior

Books-a-million currently has cashiers sell magazine subscriptions to customers as they check
out. Which of the following explains the likely result from this practice?
Customers will not appreciate the offer because sales gets in the way of service

Which type of appeal is being used in the included Porsche ad which states “Honestly, did you
spend your youth dreaming about someday owning a Nissan or Mitsubishi?” - THERE’S A
PICTURE.
Comparative

Which type of appeal is being used in the included ad. Which shows a McDonald’s billboard that
states “four bucks is dumb, now serving espresso”? - THERE”S A PICTURE.
Comparative

If an ad showed Ludacris using Jif peanut butter to create his mumble flow and sell millions of
records, what would the execution style be?
Endorsement

When does an appeal’s link to why people purchase NOT matter?

When the brand needs to build awareness
*** Transcript: “See the quote from the book. I summarize what it's kind of saying above it. Every appeal needs to connect to the product
and meet the way in a way that connects to reasons people purchase”
“If you're driving part, that purchase decision process, or you're trying to build the brand image, then you've really got to connect in the
appeal as to why people buy the product. But if you're just driving awareness, it doesn't matter,because all you want people is to talk about your thing
right, and the more out there.”
“We haven't left the idea that for it to be effective and to drive behavior, both in the short and long term, like, both through the the media
reaction and the long-term brand stuff. The appeal itself has to link to Why you buy the product.”
When the ad is trying to encourage short term behavior
Which of the following is NOT a potential problem of advertising during the Super Bowl?
REACH
Underexposure

The neon yellow bracelet for the Livestrong brand, which could be seen by others who were
unfamiliar with the brand, takes advantage of which part of STEPPS?
Public

Which of the following is a conceptual difference between outbound and inbound marketing?
Outbound marketing tries to find where customers are and interrupt them whereas
inbound tries to attract and lure potential customers in based on providing useful and engaging
content

Which of the following is NOT a form of customer engagement?

- Making a purchase through an app

Compared to customer satisfaction, customer engagement…

- …Represents a deeper connection

Given consumer’s concern about privacy, which of the following data sources is becoming an
outdated approach to collecting consumer data?
- Content marketing
- Permission marketing
- Facebook
- Zero party data
- Inbound marketing
- First-party data

**Transcript: “what did apple do last year introduced an ability for people on apple
phones to shut down third-party apps from tracking you or figure out what you're doing outside
of the app, because before they're all doing that…more than eighty percent of iphone users
opted in to that, like basically shut down Facebook and other companies ability to track what
you're doing on your phone”
“they're making it harder and harder for companies to collect what we're calling third
party data on customers”
corre

***above are 3 tests, 2 were 90’s and above and one was an 87

To stimulate relveanve an appeal must…

…link to why people buy the brand

Match the advertising form to its trend in spending by companies as a percentage of their
marketing budgets as of 2021
Digital- increasing
Radio- decreasing
Newspapers-decreasing
Tv- staying the same
Magazines- decreasing

Match the promotion tool to its definition

Advertising- any paid, non-personal
Sales promotion- short term incentives design
Direct marketing- promotion to an individual
Personal selling- any selling activity that invol
Public relations- the management function

Frequency differs from reach in that it is]

The average number of times an audience sees an advertisement

CP
Which appeal can possibly go too far
Sex

Which of the following is the correct formula for CPM?

/= divided by
X= multiplied by
(cost of ad/audience size) x1,000
Cost of ad/ (audience size x 1,000)

Why was the cambridge analytica scandal not as bad as one might expect
Because the targeted ads did not affect voter behavior

In which stage of the selling process does a salesperson learn as much as possible about a
prospective customer before making a sales call
Preparation

For a company that knows what it is doing and uses more of commission structure for
salespeople that a high base salary the company is likely to…
…have strong individual salespeople

Spending on advertising tends to stay within 1 to 2% of GDP and has done so for over 80 years.
What does this tell us about advertising?
Companies most likely fund advertising based based on how well the economy is doing

The reason companies spend on digital is because it is ___ and ___.

Low CPM/ targeted because of the data available

The framework for brand community development suggests that brands should…
…give up control to the community

Given consumers concern about privacy, which of the following data sources is becoming an
outdated approach to collecting consumer data
Facebook

Which of the following is irrelevant from an IMC perspective? - NOT SURE

S thinks non-frontline employees, but not sure

What is CPM?
Costs per thousand impressions

Sharing a post from Wendy’s, in which the brand is snarky with a customer, so that a sharer
feels like s/he has inside information and is seen as “in the know”, takes advantage of which
part of STEPPS.
Social Currency

Which of the budget methods is easiest??

Intuition and instinct method

What can sales promotions accomplish?

Sales promotions can create short-term and long-term engagement
** transcript: “So here's a bunch of examples of sales promotions. Remember, if we go
back to define it, it was things you do to encourage a short-term action and your customers and
consumers. The book says you have two main goals there with sales promotions. The
short-term thing we just talked about, but they also say there should. There's this longer term
thing that can happen building the brand.”

Rihanna, Mind Solve, trade show

Prospecting
Which of the following budgeting methods is easiest?
Intuition and instinct