Question 1

Describe the steps that a business marketing manager should follow in developing an appropriate advertising message for a new high-speed packaging system targeted for the food industry.

Accepted Answer

The answer of Describe the steps that a business marketing...

Question 2

Interactive marketing, or the use of the Internet, e-mail, and web sites in advertising, is becoming more common. Compare and contrast direct mail with interactive marketing as direct marketing tools. What factors should business marketers consider when deciding on the mix of direct marketing approaches to use?

Accepted Answer

The answer of Interactive marketing, or the use of the...

Question 3

The initial stage of developing the business-to-business advertising program entails setting____________________and defining the____________________.

Accepted Answer

The answer of The initial stage of developing the business-to-business...

Question 4

Which of the following factors should be considered when planning an effective trade show communications strategy?

Accepted Answer

All of the factors listed are important to consider when planning an effective trade show communications strategy, as they collectively contribute to the overall success and alignment with marketing goals.

Question 5

For most business marketers, the amount of the promotional budget spent on personal selling far exceeds expenditures on advertising. In addition, it is nearly impossible to evaluate the impact of advertising on industrial sales. Given this situation, should business marketers advertise, and how can they justify advertising if they cannot measure its impact on sales?

Accepted Answer

The answer of For most business marketers, the amount of...

Question 6

The objective-task method for budgeting ad expenditures consists of evaluating the tasks advertising will perform, analyzing the costs, and summing up the____________________to arrive at a final budget.

Accepted Answer

The answer of The objective-task method for budgeting ad expenditures...

Question 7

Indices of trade show performance include:

Accepted Answer

All the mentioned indices - attraction, contact, and conversion efficiency - are relevant measures of trade show performance.

Question 8

Which of the following represent common trade-show objectives?

Accepted Answer

Trade shows often aim to identify decision influencers, handle current customer problems, and provide information about products, services, and the company, making all the options relevant objectives.

Question 9

The benefits of having a trade show exhibit to business marketers include:

Accepted Answer

Trade show exhibits allow business marketers to communicate with a large, interested audience, generate sales leads, and often gain free publicity, making all the options correct.

Question 10

Dell Computer has been developing closer relationships with its corporate customers by setting up Web sites on internal company networks. The system enables individual employees at customer locations to easily order from a pre-approved line of Dell Computers. Discuss how Dell might use direct e-mail advertising to reach employees at these companies and reinforce its Web strategy.

Accepted Answer

The answer of Dell Computer has been developing closer relationships...

Question 11

The communications process attempts to take potential buyers sequentially from unawareness of a product to____________________, to brand preference, to conviction that a particular purchase will fulfill their requirements, and ultimately to____________________.

Accepted Answer

The answer of The communications process attempts to take potential...

Question 12

Many trade publications are____________________publications, meaning that they offer free subscriptions to selected readers.

Accepted Answer

The answer of Many trade publications are____________________publications, meaning that they...

Question 13

Possis Medical invests a significant proportion of their promotional budget in trade shows. Management, however, wonders whether they are getting the proper return on this sizeable investment. Propose a set of guidelines that the firm might use in designing a more effective trade show communications strategy and in evaluating trade show performance.

Accepted Answer

The answer of Possis Medical invests a significant proportion of...

Question 14

The number of sales leads obtained at a trade show divided by the total number of show visitors with definite plans to buy the exhibitor's product or one similar to it describes the concept of____________________.

Accepted Answer

The answer of The number of sales leads obtained at...

Question 15

Compare and contrast the rules of thumb and objective task method of setting advertising budgets. Describe the process that business marketers should use that decide to use the objective task method.

Accepted Answer

The answer of Compare and contrast the rules of thumb...

Question 16

Recent research has indicated that the indirect communication effects of advertising include:

Accepted Answer

Recent research suggests that advertising can lead to increased word-of-mouth communications and enhance the overall reputation of a company, as these are indirect effects of advertising efforts.

Question 17

The____________________statement provides guidelines for the company and advertising agency on how to position the product in the marketplace.

Accepted Answer

The answer of The____________________statement provides guidelines for the company and...

Question 18

Explain why a full-page ad by Digital in the Wall Street Journal might be carefully read by a production manager at Pillsbury but quickly passed over by the purchasing manager across the hall.

Accepted Answer

The answer of Explain why a full-page ad by Digital...

Quiz 13: Business Marketing Comm: Advertising and Sales Promotion