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1. Business-to-business advertising provides a means for

a. reaching inaccessible buying influences.

b. covering unidentified and often unknown buying influences.

c. enhancing the effectiveness of personal selling efforts.

d. all of the above

(a)  

2. Business-to-business advertising has many benefits. It

a. provides an excellent substitute for personal selling.

b. often creates product preference.

c. is primarily used to heighten a conviction.

d. enhances sales effectiveness and efficiency.

e. all of the above

(a)  

3. In designing an advertising strategy, the business marketer should first:

a. determine the size of the advertising budget.

b. select appropriate media sources.

c. determine advertising objectives.

d. develop a series of responsive messages.

(a)  

4. Concerning business-to-business advertising media, publications are directed at a specific task, technology, or function, whatever the industry.

a. common

b.specialty

c. horizontal

d. vertical

(a)  

5. In evaluating the effectiveness of a business-to-business advertising program, the manager should center on:

a. changes in the target market's purchase rate. 

b. changes the target market's product awareness.

c. changes in the target market's product knowledge.

d. both (b) and (c)

(a)  

6. An advertising evaluation program would include an assessment of:

a. target markets.

b. media and messages overall results.

d. buying motives.

e. all of the above

(a)  

In deciding which trade shows to attend, some business marketing strategists turn to reports published by Exhibit Surveys, Inc., a company that surveys trade show audiences. One useful measure that they provide isolates the percentage of the show audience that has decision authority for the types of products being exhibited. This is called:

a. Surveys of Industrial Purchasing Power.

b. Controlled Audience Index.

c. Total Buying Plans.

d. Buying Power Index.

e. Net Buying Influences take a free and her

(a)  

8. The final, and critical, step for managing business-to-Business advertising is:

a. integrating it with other business components.

b. formulating advertising objectives.

c. evaluating and selecting media.

d. evaluating the effectiveness of the campaign.

(a)  

9. Which of the following statements regarding advertising expenditures is incorrect?

a. Because advertising is a relatively large part of the total marketing budget for business firms, managers tend to follow simple rules of thumb (e.g., allocate 1% of sales to advertising).

b. The fundamental problem with percentage-of-sales rules is that they implicitly make advertising a consequence rather than a determinant of sales and profits.

c. Percentage-of-sales rules suggest that the business advertiser reduces advertising when sales volumes decline.

d. The decision to "match the competition's level of advertising spending" is an example of a rule-of-thumb philosophy.

(a)  

10. The Objective-Task method addresses the major problem of the rule-of-thumb methods by applying funds to accomplish a specific goal:

a.so advertising is a determinant of those results.

b. so that advertising is a consequence of those results.

c. because the manager does not have to have some knowledge or instinct for the proper relationship between expenditure level and communication response.

(a)