Question 1

Business-to-business advertising objectives are usually stated in terms of a specific sales goal.

Accepted Answer

A) True 
 B)False

Question 2

The important elements of perception include:

Accepted Answer

A)  attention.
B)  interpretation.
C)  benefits.
D)  both attention and interpretation.
E)  both interpretation and benefits.

Question 3

In designing advertising strategy, the business marketer should first:

Accepted Answer

A)  determine the size of the advertising budget.
B)  select appropriate media sources.
C)  determine advertising objectives.
D)  develop a series of responsive messages.
E)  forecast sales.

Question 4

Circulation is the most important criterion in the selection of publications.

Accepted Answer

A) True 
 B)False

Question 5

The Internet is more than just an advertising medium for business marketers because it can also help them create value for customers by customizing messages and helping customers search for products.

Accepted Answer

A) True 
 B)False

Question 6

An evaluation of an advertising campaign will usually measure:

Accepted Answer

A)  awareness.
B)  recall.
C)  motivation.
D)  all of the answer choices.
E)  both awareness and recall.

Question 7

Which of the following statements regarding direct mail is incorrect?

Accepted Answer

A)  Direct mail is efficient when compared to other media.
B)  Direct mail is a viable medium when potential buyers cannot be clearly identified.
C)  A direct mail advertisement typically gains the full attention of the reader.
D)  Direct mail can accomplish all of the major advertising functions.

Question 8

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 9

The cost of reaching a prospect at a trade show is approximately:

Accepted Answer

A)  $50
B)  $150
C)  $250
D)  $500
E)  $750

Question 10

Concerning business-to-business advertising media, the publications Purchasing, Advertising Age, and Materials Handling Engineering would be classified as a:

Accepted Answer

A)  specialty publication.
B)  target publication.
C)  horizontal publication.
D)  vertical publication.
E)  common publication.

Question 11

The planning and budgeting for trade shows must focus on specific objectives to be accomplished.

Accepted Answer

A) True 
 B)False

Question 12

Direct mail is commonly used for:

Accepted Answer

A)  corporate image promotion.
B)  sales force support.
C)  distribution channel communication.
D)  all of the answer choices.
E)  both corporate image promotion and sales force support.

Question 13

The Objective-Task method addresses the major problem of the rule-of-thumb methods by applying funds to accomplish a specific goal:

Accepted Answer

A)  so that advertising is a determinant of those results.
B)  so that advertising is a consequence of those results.
C)  because the manager does not have to have some knowledge or instinct for the proper relationship between expenditure level and communication response.
D)  none of the answer choices.

Question 14

Requester publications sell subscriptions to selected readers.

Accepted Answer

A) True 
 B)False

Question 15

Internet marketing costs far less than direct mail marketing.

Accepted Answer

A) True 
 B)False

Question 16

In evaluating the effectiveness of a business-to-business advertising program, the manager should center on:

Accepted Answer

A)  changes in the target market's purchase rate.
B)  changes in the target market's product awareness.
C)  changes in the target market's product knowledge.
D)  both changes in the target market's product awareness and changes in the target market's product knowledge.
E)  none of the answer choices.

Question 17

In deciding which trade shows to attend, some business marketing strategists turn to reports published by Exhibit Surveys, Inc., a company that surveys trade show audiences. One useful measure that they provide isolates the percentage of the show audience that has decision authority for the types of products being exhibited. This is called:

Accepted Answer

A)  Surveys of Industrial Purchasing Power.
B)  Controlled Audience Index.
C)  Total Buying Plans.
D)  Buying Power Index.
E)  Net Buying Influences.

Question 18

Which of the following statements is (are)  true about the Internet's impact on marketing communications?

Accepted Answer

A)  Changed from a one-way to a two-way process.
B)  Customization of advertising messages.
C)  Improved customer service.
D)  All of the answer choices.
E)  Both changed from a one-way to a two-way process and customization of advertising messages.

Question 19

Indices of trade show performance include:

Accepted Answer

A)  attraction.
B)  contact.
C)  conversion efficiency.
D)  All of the answer choices.
E)  both contact and conversion efficiency.

Question 20

Important social media to be considered by B2B marketers would be focused on:

Accepted Answer

A)  discussion forums
B)  blogs.
C)  social networks.
D)  wiki
E)  all of the answer choices.

Exam 13: Business Marketing Comm: Advertising and Sales Promotion

Concerning business-to-business advertising media, the publications Purchasing, Advertising Age, and Materials Handling Engineering would be classified as a:

Correct Answer
verified

The cost of reaching a prospect at a trade show is approximately:

Correct Answer
verified

Important social media to be considered by B2B marketers would be focused on:

Correct Answer
verified

The Objective-Task method addresses the major problem of the rule-of-thumb methods by applying funds to accomplish a specific goal:

Correct Answer
verified

Internet marketing costs far less than direct mail marketing.

Correct Answer
verified

The important elements of perception include:

Correct Answer
verified

An evaluation of an advertising campaign will usually measure:

Correct Answer
verified

Which of the following statements regarding direct mail is incorrect?

Correct Answer
verified

The planning and budgeting for trade shows must focus on specific objectives to be accomplished.

Correct Answer
verified

Business-to-business advertising objectives are usually stated in terms of a specific sales goal.

Correct Answer
verified

In designing advertising strategy, the business marketer should first:

Correct Answer
verified

Direct mail is commonly used for:

Correct Answer
verified

In evaluating the effectiveness of a business-to-business advertising program, the manager should center on:

Correct Answer
verified

Which of the following statements is (are) true about the Internet's impact on marketing communications?

Correct Answer
verified

Circulation is the most important criterion in the selection of publications.

Correct Answer
verified

Requester publications sell subscriptions to selected readers.

Correct Answer
verified

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.

Correct Answer
verified

Correct Answer
verified

Indices of trade show performance include:

Correct Answer
verified

The Internet is more than just an advertising medium for business marketers because it can also help them create value for customers by customizing messages and helping customers search for products.

Correct Answer
verified

Exam 13: Business Marketing Comm: Advertising and Sales Promotion

Concerning business-to-business advertising media, the publications Purchasing, Advertising Age, and Materials Handling Engineering would be classified as a:

Correct AnswerverifiedShow Answer

The cost of reaching a prospect at a trade show is approximately:

Correct AnswerverifiedShow Answer

Important social media to be considered by B2B marketers would be focused on:

Correct AnswerverifiedShow Answer

The Objective-Task method addresses the major problem of the rule-of-thumb methods by applying funds to accomplish a specific goal:

Correct AnswerverifiedShow Answer

Internet marketing costs far less than direct mail marketing.

Correct AnswerverifiedShow Answer

The important elements of perception include:

Correct AnswerverifiedShow Answer

An evaluation of an advertising campaign will usually measure:

Correct AnswerverifiedShow Answer

Which of the following statements regarding direct mail is incorrect?

Correct AnswerverifiedShow Answer

The planning and budgeting for trade shows must focus on specific objectives to be accomplished.

Correct AnswerverifiedShow Answer

Business-to-business advertising objectives are usually stated in terms of a specific sales goal.

Correct AnswerverifiedShow Answer

In designing advertising strategy, the business marketer should first:

Correct AnswerverifiedShow Answer

Direct mail is commonly used for:

Correct AnswerverifiedShow Answer

In evaluating the effectiveness of a business-to-business advertising program, the manager should center on:

Correct AnswerverifiedShow Answer

Which of the following statements is (are) true about the Internet's impact on marketing communications?

Correct AnswerverifiedShow Answer

Circulation is the most important criterion in the selection of publications.

Correct AnswerverifiedShow Answer

Requester publications sell subscriptions to selected readers.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Indices of trade show performance include:

Correct AnswerverifiedShow Answer

The Internet is more than just an advertising medium for business marketers because it can also help them create value for customers by customizing messages and helping customers search for products.

Correct AnswerverifiedShow Answer

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