The ______________ consists of personal selling, publicity/public relations, sales promotions, and ...

The ______________ consists of personal selling, publicity/public relations, sales promotions, and advertising.
 Fill in the blank(s) with correct word

Question 2

Considering the slow economy and the new focus on simple home decor, a greenhouse named Gretta's Garden, located in a central business district, decides to sign up garden club members to get discounts on flowers, shrubs, vegetable plants, houseplants, and all related accessories. Members may also attend free lectures and hands-on workshops run by local horticulturists, or relax with a glass of tea or wine in the lush, landscaped courtyard. Gretta's Garden has conducted market research and found that most customers live no more than three miles away, are in blue-collar as well as white-collar jobs, and represent a diverse range of ethnic and lifestyle segments. Its customer base is not strongly female, as one might expect, but is about 40 percent male. The research conducted by Gretta's Garden suggests that besides being able to afford plants for their homes and gardens, the only thing most customers have in common is that they live within the immediate geographic area. They are also interested in the information about the plants and staying up-to-date on what Gretta's Garden has to offer. In this case, which of the following would be the best media choice for advertising?
 a. Radio
  b. Network TV
  c. Newspapers
  d. Web TV

Question 3

__________are unsolicited commercial messages sent through the e-mail system.
 a. Blogs
  b. Spam
  c. Premiums
  d. Infomercials

Question 4

Of the service marketing mix elements, ______ is the principal method for communicating with customers.
 Fill in the blank(s) with correct word

Question 5

You are a media planner at a large advertising agency in Chicago. You are currently assigned five accountsa used car dealer in the northern suburbs of the city, a guitar/drum retailer on the south side of the city, a nationally distributed orange juice retailer, a quick grits hot breakfast cereal sold nationwide but with the strongest sales in large Southern cities, and a ski equipment manufacturer. Each account has requested some type of information from you regarding next year's media buy. The guitar retailer has never advertised much. The owner now wants a highly creative, cutting- edge campaign that shows the excitement of playing the guitar and gets the attention of both younger and older musicians. He asks for a quick overview of the creative opportunities offered by various major media. You tell him that, in general,:
 a. newspapers offer the best visual reproductive qualities.
  b. magazines have short lead times that can enhance creative ideas.
  c. television has strong visual and audio components but has a high cost-per-contact.
  d. radio offers creative avenues and is especially geared toward musical spots.

Question 6

The biggest concern over the future of behavioral targeting involves its growing ability to:
 a. tap into confidential credit card databanks.
  b. jam global traffic with billions of unwanted emails.
  c. hack into sensitive government websites.
  d. track a person's movement on the Internet.

Question 7

______________________ refers to making the service more concrete.
 Fill in the blank(s) with correct word

Question 8

You are a media planner at a large advertising agency in Chicago. You are currently assigned five accountsa used car dealer in the northern suburbs of the city, a guitar/drum retailer on the south side of the city, a nationally distributed orange juice retailer, a quick grits hot breakfast cereal sold nationwide but with the strongest sales in large Southern cities, and a ski equipment manufacturer. Each account has requested some type of information from you regarding next year's media buy. The marketing director for the instant grits cereal wants to supplement the company's national ad campaigns with local campaigns. He plans to target some southern cities, but wants to use a media class with low absolute cost as well as low cost-per-contact. In such a scenario, he should use:
 a. newspapers.
  b. local magazines.
  c. local radio.
  d. local television.

Question 9

Cloud9, a social networking site, has generated a large amount of revenue from selling information regarding its users preferences of soft drinks to a soft drink manufacturing and advertising firm. This is an example of .
 a. crowdsourcing
  b. appropriation
  c. phishing
  d. behavioral targeting