IMPORTANCE OF ACCOUNTABILITY AND PRODUCING MEASURABLE RESULTS, COMPANIES HAVE BECOME LESS RELIANT ON TELEVISION ADVERTISING AND HAVE SHIFTED DOLLARS

(Enter your answers on the enclosed answer sheet)

1. Because of the rise in the importance of accountability and producing measurable results, companies have become less reliant on television advertising and have shifted dollars to
.

a. pull marketing strategies
b. alternative communication venues and methods
c. their own marketing departments instead of advertising agencies
d. integrated marketing communication firms

2. The individual in charge of Tide, Bold and Cheer laundry detergents at Procter & Gamble would be the .

a. media planner
b. brand manager
c. agency account executive
d. media buyer

3. To combat brand parity, the marketing team at a company such as Johnson & Johnson might claim it .

a. has new locations
b. has found new customers to buy products
c. is developing additional products
d. sells superior products

4. GIMC stands for .

a. Global and Institutional Marketing Concepts
b. Generating Ideas for Marketing Control
c. Generic and Institutionalized Marketing Creations
d. Globally Integrated Marketing Communications

5. Members of a typical marketing channel include producers, wholesalers, retailers and
.

a. consumers
b. business merchants
c. competitors
d. business agents

6. Kodak’s marketing team identifies a group of people who are most likely to use the company’s new digital photo technology and creates advertisements specifically for them. In a communication model, these individuals are .

a. senders
b. subjects
c. decoders
d. receivers

7. Integrated marketing communications affects all of the following EXCEPT .

a. business-to-business market
b. competitors’ advertising
c. internally directed communications
d. marketing channel

8. In the global cell phone market, the industry leader with 40 percent of the market share is
.

a. Nokia
b. LG
c. Motorola
d. Samsung

9. The following are examples of a customer contact points EXCEPT a .

a. receptionist at a business
b. sales clerk at a retail store
c. commercial web site
d. friend who recommends a brand

10. Many marketing experts feel the advancement of the Internet and information technology has caused a shift in channel power .

a. away from manufacturers
b. from retailers to wholesalers
c. from producers to wholesalers
d. to consumers

11. When Sean shops for an automobile, which are the senders in the communication process?

a. NBC and CSPAN
b. The New York Times and the Chicago Sun Times
c. Honda and Toyota
d. The Internet and the Web

12. Logos help with in-store shopping because .

a. they are a form of clutter
b. consumers have made up their minds prior to arrival
c. they are more readily recognized by shoppers
d. they move traffic past goods which are not being purchased

13. Complementary branding is .

a. placing one brand within another brand
b. the joint venture of two or more brands in one product
c. marketing two brands together to encourage co-consumption
d. using a private label to complement the main brand

14. Manufacturers are using all of the following methods to respond to inroads made by private labels EXCEPT .

a. focusing on a few core brands
b. reducing prices to meet private label pricing
c. introducing new products and new versions of current products
d. increasing advertising expenditures

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