CBAD453 Sp12 Exam 3

1.

1 point

Tim uses a cell phone daily to store customer info for his company. He uses this information to decide which customers to call with new offers. Ted is using:

Digitalization

Toll-free numbers

Warranty security

Data-driven communication

Message overlay

2.

1 point

Database marketing can assist companies to manage brand relationships through all of the following activities, except:

Altering industry history

Managing customer service

Communicating with customers

Understanding customers and prospects

Managing the sales operation

3.

1 point

Once all the questions about creating, collecting, storing, accuracy, security, and use of a database are addressed, the final question is:

How much will it cost?

When will it be available?

Who will manage it?

Where will it be housed?

What to do with the old data?

4.

1 point

Wanda is a sales rep for a college textbook company. She can check the company's database for:

Sales of competing texts

Requests for sample textbooks from professors

Past sales to colleges

Messages from professors

All of the above

5.

1 point

Valerie is collecting data for her company's new database of retirees. Which of the following marketing communication tools can be a source of customer data for Valerie?

Student dormitories

College membership clubs

Daycares

Surveys

All of the above

6.

1 point

British Airways rewarded their leisure travelers through sales promotions, so they:

Run the risk of creating customers who demand even better rewards next time

Are spending money needlessly because high-profit customers are the most brand-loyal

Must always be searching the market for a better reward to keep customers even happier

Are more likely to build relationships with these customers

None of the above

7.

1 point

For a company to have a successful relationship with its customers, there should be

Frequent promotions

A constant stream of new products

Internal commitment to build a solid database

Memory on the company's side similar to the customer's memory of interactions with the company

None of the above

8.

1 point

Dell computer company's online ordering system allowing customers to choose their options and components is an example of a:

21st century mass marketing technique

Mass customization system approaching one-on-one marketing

Geodemographic segmentation

Psychographic customization

Up-selling cohort demographics

9.

1 point

Which of the following is NOT one of the three basic steps in developing a message strategy brief?

Finding about customer insights

Selecting a selling strategy

Determining the MC objectives

Determining the MC budget

10.

1 point

A creative message strategy that explains how to resolve a problem appeals to the __________ path of consumer response.

Cognitive

Affective

Behavioral

All of the above

None of the above

11.

1 point

A creative message strategy that tries to get customers to make repeat purchases appeals to the __________ path of consumer response.

Cognitive

Affective

Behavioral

All of the above

None of the above

12.

1 point

The message strategy is the same as:

Copy strategy

Creative plan

Creative platform

All of the above

None of the above

13.

1 point

Herb is completing a report that summarizes the research and insights for the creative team in his agency. He is finishing a:

Lateral thinking strategy

Unique selling proposition

Message strategy

Pre-emptive strategy

Value proposition

14.

1 point

One creative message strategy manager described the process of finding "diamonds in the data," __________ that will assist in choosing a strategy that will relate and resonate with the target audience.

Customer insights

Social appeals

Concepting strategies

Lateral thinking

Account planning

15.

1 point

In the creative process, focusing on how the idea is presented in its final form is referred to as:

Exploration

Insight

Execution

Evaluation

None of the above

16.

1 point

In MC, the tone and style of a message execution refers to:

The creative strategy.

The general atmosphere or manner of expression.

The message's impact on the intended audience.

How loud or soft the volume of a broadcast message is.

None of the above

17.

1 point

Radio provides information and entertainment for audiences who are:

Looking for brand information

Ready to make the final purchase decision

Tired of watching TV

Typically doing something else

None of the above

18.

1 point

Brenda is writing audio copy for a new business in the local market. One of the major considerations in writing the copy is to:

Spell the company's name correctly

Provide as much information as possible in the message

Clearly convey the message

Alternate between sensitive and insensitive sounds in order to attract attention

All of the above

19.

1 point

Jurgen directed his website design team to create a site that would build brand awareness and provide information. Jurgen is ignoring the potential for __________ marketing communication through the website.

Corporate

Slogan

Display copy

Interactive

Comprehensive

20.

1 point

In the last twenty years, a major problem for media planners is:

(A) Media fragmentation

(B) Proliferation of media choices

(C) Media clutter

(D) Regulatory oversight

(E) Answers A, B, and C