Deck 4: Promoting the Operation

Question 1

The most important criteria used to determine which media should be used include:

A) source credibility.
B) total cost.
C) market selectivity.
D) all of the above.

Answer 1

D

Question 2

Press conferences should be held when:

A) something expected happens.
B) there is something special to announce.
C) an employee is fired.
D) none of the above.

Answer 2

B

Question 3

selectivity refers to the ability to reach a particular part of the country, state or town.

Answer 3

Geographic

Question 4

What three types of media are typically used by restaurateurs, although these types of information sources are used by fewer than 1 out of 5 adults?

A) Newspapers, Internet, and TV
B) Magazines, newspapers, and direct mail
C) Internet and direct mail and TV
D) Radio, TV, and magazines

Question 5

The concept of a curve involves the notion that a business goes through various stages.

Question 6

Implementing a program of public relations requires:

A) care.
B) uncertainty.
C) connections.
D) luck.

Question 7

One of the key steps in setting up a promotion is:

A) creating incentives.
B) finding a target market.
C) creating a strategy.
D) both B and C.

Question 8

The advantages of direct mail include:

A) high cost.
B) it is highly flexible.
C) long lead time.
D) all of the above.

Question 9

Effective merchandising can come from _ and _ of .

Question 10

Promotion seeks to:

A) remind.
B) inform.
C) persuade.
D) all of the above.

Question 11

action can be taken to rejuvenate the business.

Question 12

If a restaurateur's budget is large enough to interest an advertising agency, it is wise to:

A) listen to more than one agency's presentation.
B) make a hasty decision.
C) check the references of past and present clients of the agencies.
D) both A and C.

Question 13

What are seven of the ten criteria used to determine which media should be used?

Question 14

Some restaurants promote a happy hour with free to attract
business.

Question 15

Describe merchandising.

Question 16

What are three of the five major elements of the promotional mix?

Question 17

Two of the five major elements of the promotional mix are:

A) sales promotion and advertising.
B) sales promotion and budget.
C) target market and advertising.
D) target market and budget.

Question 18

Premiums consist of items or at a .

Question 19

can be defined as any paid form of non- personal presentation and promotion of ideas, goods or services by an identified sponsor.

Question 20

National advertising uses network media, which includes:

A) television.
B) direct mail.
C) billboards.
D) none of the above.

Question 21

Sales promotion consists of long- term incentives to encourage the purchase of a product or service.

Question 22

When should a foodservice company use an agency and how should it select one?

Question 23

Discuss patronage awards.

Question 24

The purpose of merchandising is twofold: to retain a store's loyal customer base and to increase the percentage of total business generated by these loyal customers.

Question 25

Discuss the advantages of word- of- mouth advertising.

Question 26

Advertising campaigns can be either national or local.

Question 27

Newspapers are the least effective way to advertise for table service restaurants.

Question 28

When an agency wants a restaurant's business, it is customary to arrange an _ _
.

Question 29

Public relations consists of the use of nonpaid communications such as press releases.

Question 30

Only one theme can be developed as part of a promotional campaign.

Question 31

The end goal of promotion is behavior modification.

Question 32

Restaurants may split the cost of a promotion by hooking up with a supplier interested in moving his/her product.

Question 33

A good press release should answer the questions "who, what, when, where, why, and how."

Question 34

Management communicates with both existing and potential .

Question 35

What questions must the operator answer in order to determine whether the correct market has been chosen?

Question 36

Discuss the effectiveness of merchandising.

Question 37

Various elements of the _ include using paid or unpaid media.

Question 38

A foodservice company cannot handle its own promotional campaign and must hire an advertising agency.