Service organizations are shifting their promotion strategies and budgets towards more online advertising.
Indicate whether the statement is true or false
Question 2After a series of public relations setbacks, Japanese automaker Toyota unveiled a new company slogan in 2010 . The slogan read, Drive a Toyota. You'll never stop. The company hopes the new slogan can once again instill confidence into a number of consumers who grew weary of the brand after a number of massive recalls in recent years. The company chose to go with the slogan after turning down a number of others, including, Toyota Puts the Pedal to the Metal. And keeps it there, and Toyota. The Last Car You'll Ever Drive. The new slogan will be featured in all of the company's future advertisements. Toyota is designing its print media advertisements. It decides to use the least complex copy technique to highlight the
urgency of acting immediately. Which of the following copy techniques is it more likely to have chosen?
a. Direct response copy
b. Narrative
c. Dialogue
d. Straight-line copy
Question 3Kowalski and Associates has been a successful mid-sized, full-service advertising agency for more than two decades. In an attempt to serve its clients more efficiently in a competitive marketplace, the agency has changed its compensation package to include payments based on results. In such a scenario, compensation packages for Kowalski and Associates are likely to be based on:
a. brand recognition.
b. workforce strength.
c. competitive advantage.
d. economies of scale.
Question 4C.A.R.E. stands for:
a. communication, awareness, rapport, efficiency
b. communication, awareness, rapport, expertise
c. company loyalty, awareness, rapport, efficiency
d. communication, awareness, role-playing, expertise
Question 5The Internet enables service organizations to qualify and target narrow segments of customers in novel and interactive ways.
Indicate whether the statement is true or false
Question 6After a series of public relations setbacks, Japanese automaker Toyota unveiled a new company slogan in 2010 . The slogan read, Drive a Toyota. You'll never stop. The company hopes the new slogan can once again instill confidence into a number of consumers who grew weary of the brand after a number of massive recalls in recent years. The company chose to go with the slogan after turning down a number of others, including, Toyota Puts the Pedal to the Metal. And keeps it there, and Toyota. The Last Car You'll Ever Drive. The new slogan will be featured in all of the company's future advertisements. To create ads featuring the new company slogan, Toyota assembles a creative team of individuals who will focus solely on designing the new advertisements. Toyota realizes that it will need to have a strong Internet and social media presence. In order to effectively utilize these outlets, Toyota should consider hiring a(n):
a. production coordinator.
b. media planner.
c. advertising guru.
d. copywriter.
Question 7A compensation system that is based on the achievement of specific objectives of the client is known as a .
a. pay-for-results compensation
b. a markup charge
c. commission system
d. fee-based system
Question 8The most common group within a Franchise Advisory Council is:
a. advertising
b. operations
c. finance
d. research and development
Question 9The Internet enables positive and negative publicity to be spread more rapidly through a service organization's target market.
Indicate whether the statement is true or false
Quick Reply
