Deck 8: Promotion

Question 1

What is product placement?

A) In store display
B) Paying for your product to be used as a prop in entertainment or cultural media
C) The final pack shot in an advert
D) A sponsor's message shown at the beginning and end of a TV or radio programme
E) The choice of distribution channel

Answer 1

B

Question 2

According to the UK advertising code administered by the Advertising Standards Authority (ASA), advertising should be:

A) legal, decent, honest, truthful
B) inoffensive, honest, clear
C) specific, measurable, achievable, relevant, timed
D) attention grabbing, interesting, desirous and actionable
E) legal, relevant, appropriate and not misleading

Answer 2

A

Question 3

The Quick Heat Company sells all sorts of standalone fires (e.g. paraffin heaters and electric fan heaters). Most of their customers are businesses who have a short term problem such as a heating breakdown. In order to increase sales, they have decided to try and persuade people who live in rented accommodation, and who may want to increase the warmth of their homes without investing in the property, to buy these fires. Who should be the primary target audience for their marketing communications campaign?

A) Landlords of rented property
B) Business owners
C) People who live in rented accommodation
D) Heating engineers
E) Homeowners

Answer 3

C

Question 4

The Quick Heat Company sells all sorts of standalone fires (e.g. paraffin heaters and electric fan heaters). Most of their customers are businesses who have a short term problem such as a heating breakdown. In order to increase sales, they have decided to try and persuade people who live in rented accommodation, and who may want to increase the warmth of their homes without investing in the property, to buy these fires. Who is the primary target market for this campaign?

A) Landlords of rented property
B) Business owners
C) People who live in rented accommodation
D) Heating engineers
E) Homeowners

Question 5

The Quick Heat Company have a new range of central heating boilers designed for domestic use. They know that most homeowners buy boilers that are recommended by their heating engineer. Who is their target market for boilers?

A) Landlords of rented property
B) Business owners
C) People who live in rented accommodation
D) Heating engineers
E) Homeowners

Question 6

The Quick Heat Company have a new range of central heating boilers designed for domestic use. They know that most homeowners buy boilers that are recommended by their heating engineer. Who should be the primary target audience for their new campaign?

A) Landlords of rented property
B) Business owners
C) People who live in rented accommodation
D) Heating engineers
E) Homeowners

Question 7

Football Mania have booked an expensive ad slot during the FA Cup final. Unfortunately, there are technical problems and the ad is not shown. According to Schramm's communications model, what is this an example of?

A) Noise
B) Distress
C) Perception
D) Breakdown
E) Coding

Question 8

The Oxo family starred in one of the most famous, and long running, ad campaigns in the UK. It showed the family in typical situations, usually culminating in them sitting down to eat an Oxo inspired meal. What kind of creative execution is this?

A) Animation
B) Demonstration
C) Problem solution
D) Slice of life
E) Celebrity

Question 9

What is the term for using specialist software to analyse large amounts of data (held in a database) to predict trends and likely customer behaviour?

A) Data mining
B) Sales forecasting
C) Environmental scanning
D) Supply and demand analysis
E) Product interrogation

Question 10

ABC company have forecast approximately £10 million sales for the coming year. They have decided to allocate £200,000 (2% of turnover) to marketing. Which budget setting method are they using?

A) Arbitrary method
B) Affordable method
C) Competitive parity method
D) Competitive percentage method
E) Percentage of sales method