Mayo Ag Comm Ch. 17

Question 1

Communication _ are based on analyzing the client, competition, and audience prior to plan.

Accepted Answer

campaigns

Question 2

Campaign development process helps you develop a plan that uses all but which of the following?

Accepted Answer

audience input

Question 3

Includes various ways of communicating a campaign message

Accepted Answer

marketing mix

Question 4

A binder or folder containing specialized materials for reporters is called a:

Accepted Answer

media kit

Question 5

Public relations is the attempt to _ on behalf of a company through "earned" media

Accepted Answer

promote goodwill and garner publicity

Question 6

A(n) _ is a product, good, or service that is given an identifiable name and message.

Accepted Answer

brand

Question 7

Number of audience who are reached at onetime by the media vehicles you have chosen

Accepted Answer

reach

Question 8

In comparison to other types of marketing, _ is(are) relatively cost effective

Accepted Answer

web marketing

Question 9

Sales promotions that include two or more organizations in partnership

Accepted Answer

cross promotion

Question 10

Which of the following is an example of packaged goods?

Accepted Answer

health and beauty aids

Question 11

All of the following are common tools for direct marketing except

Accepted Answer

billboard advertisements

Question 12

Many agricultural products have been historically treated as:

Accepted Answer

commodities

Question 13

the measure of the total cost divided by the total estimated audience is abbreviated as

Accepted Answer

CPM

Question 14

Items such as catalogs and coupons sent to consumers homes

Accepted Answer

direct mail

Question 15

When consumers consistently buy one particular brand

Accepted Answer

brand loyalty

Question 16

Which of the following is not an element of the marketing mix?

Accepted Answer

product development

Question 17

In shared mail, _ might be included in one mailing

Accepted Answer

information from several different organizations

Question 18

The number of times your targeted audience members are exposed to your message is called _

Accepted Answer

frequency

Question 19

_ is the process of developing and implementing a series of integrated campaign elements

Accepted Answer

integrated marketing communication

Question 20

Existence of many channels and messages makes it difficult for any one message to break through

Accepted Answer

Media clutter

Question 21

A(n) _ campaign is a strategic, structured plan consisting of a mix of media with unified theme

Accepted Answer

communication

Question 22

Using appropriate tools packages for specifically targeted audiences is know as the message _

Accepted Answer

stratagy

Question 23

Your chief goal in a(n) _ is to communicate a message for targeted audience

Accepted Answer

integrated marketing campaign

Question 24

Contents, coupons, premiums, and sweepstakes are all elements of

Accepted Answer

sales promotion

Question 25

In a _, an organization partners with a media outlet to jointly promote something

Accepted Answer

media promotion

Question 26

A_ identifies the problem and provides background and rationale for suggested campaign elements

Accepted Answer

situation analysis

Question 27

A(n) _ is another term to describe media outlets or channels, such as web television, and print

Accepted Answer

media vehicle

Question 28

Newspapeps, magazines, billboards, transit, radio television and the Web are the major forms of

Accepted Answer

advertising media

Question 29

Once the target audience has been established, the _, also known as the theme, is created.

Accepted Answer

campaign message

Question 30

When one of the partners in a promotion is a nonprofit or charitable organization, it is called

Accepted Answer

cause-related

Mayo Ag Comm Ch. 17

Questions 30

Mayo Ag Comm Ch. 17

Questions 30