B2B chap 15,16

Business-to-business advertising provides a means

• reaching inaccessible buying influences

• covering unidentified and often unknown buying influences

• enhancing the effectiveness of personal selling efforts

• all

Bussiness-to-bussiness advertising has many benefits. It:

• provides an excellent subtitute for personal selling

• often creates products preference

• a primarily used to heighten a buyer's conviction

• enhances sales effectiveness and efficiency

• all

In designing advertising strategy, the business marketer should first

• determine the size of the advertising budget

• select appropriate media sources

• determine advertising objectives

• develop a series of responsive messages

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

• common

• specialty

• horizontal

• vertical

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

• changes in the target market's purchase rate.

• changes in the target market's product awareness.

• changes in the target market's product knowledge.

• both (b) (c)

An advertising evaluation program would include an assessment of

• target markets

• media and messages

• buying motives

• overall results

• all

In deciding which trade shows to attend, some business marketing strategies turn to reports pubished by Exhibit Surveys, a company that surveys trade show audiences. Once useul measure that tey provide isolates the percentage of the show audience that has decision authority for the types of products being exhibited. This is called:

• Surveys of industrial purchasing power

• Controlled Audience Index

• Total Buying Plans

• buying Powers Index

• Net Buying Influences

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

• intergrating it with other business components

• formulating advertising objectives

• evaluating the effectiveness of the campaign

• evaluating and selecting media

Which of the following statements regarding advertising expenditure (chi phis) is incorrect?

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

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

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

• so that advertising is a determinant of those results

• so that advertising is a consequence of those results

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