How Do You Advertise the Firm Instead of The Product
How Do You Advertise the Firm Instead of The Product Multiple Choice Questions
Advertising
Quiz 8
Directions: Please submit the answer sheet only via Canvas to the quiz below: (10 points)
1. A marketer wonders why salespeople no longer simply approach their prospects with the direct intention of making a sale. Instead, they spend time analyzing all the possible needs and desires of the prospects. The marketer realizes that, today, salespeople are expected to:
a. be problem resolution driven between the manufacturer and rack jobbers.
b. be technical experts with experience in database management and analysis.
c. take orders only after confirming the appropriateness of each sale.
d. understand the operations and output of several departments.
e. be problem solvers who work in partnership with customers.
2. In which of the following ways has the Internet helped to change the world of green marketing?
a. It helps companies focus primarily on their bottom-line.
b. It helps green sites identify companies that are taking action to protect the environment.
c. It encourages companies to engage in greenwashing practices.
d. It encourages consumers to purchase products that are environmentally “friendly.”
e. It offers tips on creating “green sites.”
How do you advertise the firm instead of the product? Which below does not represent an objective to be considered for public relations advertising?
Correct misconceptions
Create a favorable image of an organization
Secure and keep a selective number of suppliers
Win the goodwill of employees
Render a public service
4. A company wants to sell a window cleaning kit in a 30-minute infomercial. Which of the
following would an experienced public relations specialist suggest to the company?
a. Wait till the end of the infomercial to provide contact information in order to make a climax.
b. Show the price of the window cleaning kit throughout the broadcast
c. Spend adequate money and hire a celebrity to attest the effectiveness of the kit.
d. Repeat the phone number and website throughout the broadcast.
e. Avoid using consumer testimonials.
5. Corporate advertising has as its primary goal the selling of the company or organization to its many publics. Which below is falsewith respect to corporate advertising?
It is an image builder with hope-for-long-run effects.
Its effect is measurable in the short run-or even at all.
If the advertisement is aimed at suppliers, trade magazines may be the media choice.
Its major role is a disseminator of information.
It cannot replace the straight-sale format whose objective is to create sales.
6.Corporate advertising that is aggressive in presenting the position of the firm is known as advocacy advertising. Which below is false with respect to advocacy advertising?
Quoted statements from people who have creditability should be paraphrased.
Ads may lose their effectiveness if they are too emotional.
Broad statements that has little meaning should be avoided.
Media selection should be based on the objective of the campaign.
Comments from officials of the company should not be used in such ads
7. Multinational corporations should strive to promote themselves as firms who do all the following EXCEPT:
Promote higher living standards
Create new jobs
Focus on own country managerial talent
Consider and understand local culture
Provide capital for the country
8. The following guidelines have been suggested for getting the most mileage out of corporate-image advertising EXCEPT:
Establish the problem
Make sure the execution is right
Set definite objectives
Integrate your advertising with other activities
Evaluate the advertising campaign effectiveness
9. Which of the following is true about the product sales force structure?
a. A product sales force structure is most appropriate for a company that manufactures a small number of simple products.
b. In a product sales force structure, each salesperson is assigned to an exclusive geographic area and sells the company’s full line of products or services to all customers in that territory.
c. In a product sales force structure, salespersons specialize in only a particular product line as the company produces numerous and complex products.
d. In a product sales force structure, a single salesperson can become an expert in all product categories.
e. In a product sales force structure, specialization is highly discouraged.
10. All of the following are problems associated with the poor selection of salespeople EXCEPT ________.
a. lower sales
b. costly turnover
c. less productivity
d. fewer training expenses
e. disruptive customer relationships
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