Deck 15: IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

Question 1

The primary task of personal selling is to make a quick,transactional sale.

Answer 1

False

Question 2

One form of direct-response advertising is when an infomercial invites viewers to call in now to purchase.

Answer 2

True

Question 3

Most consumers want tamperproof,sturdy,attractive packages,while most manufacturers want packages to be recyclable and reusable.

Answer 3

False

Question 4

Although the boom in telecommunications and computer technology has spurred the growth of direct marketing in the United States,it has had the same effect worldwide.

Question 5

Direct marketing is a newly developed tool of marketing and promotion.

Question 6

Personal selling is labor-intensive and has a poor reputation among many people.

Question 7

By providing a tangible response,direct marketing enables marketers to determine the cost per response.

Question 8

Seamless,consistent communication helps a firm build a good reputation.

Question 9

Telemarketing is less costly than personal selling.

Question 10

Direct marketing tends to suffer from clutter and prestige problems.

Question 11

The direct marketing database is a company's primary tool to initiate,build,cultivate,and measure the effectiveness of its loyalty efforts.

Question 12

Databases help companies choose the prospects they can serve most effectively and profitably.

Question 13

Telemarketing should never be used if the objective of the sales call is to develop long-term relationships with customers.

Question 14

The construction of trade-show booths and exhibits has become a major factor in sales promotion plans.

Question 15

Direct marketing interaction can take place at any location.

Question 16

Mass marketing is the best way to develop a good database.

Question 17

Most salespeople perform four key communications functions: information gathering,information providing,order fulfillment,and relationship building.

Question 18

Though sales promotion is considered less effective than other advertising methods,it is very affordable.

Question 19

Personal selling is an expensive method for building relationships with customers.

Question 20

Consumer sales promotions are examples of push strategies.

Question 21

Point-of-purchase materials are increasingly important as the trend towards self-service retailing continues.

Question 22

Manufacturers reward spiffs,or cash payments,to loyal consumers through their retail outlets.

Question 23

Many people purchase a product because they have an advertiser rebate,but they often never actually claim the rebate,a phenomenon known as slippage.

Question 24

As more companies use IMC and mass audiences continue to fragment,which of the following most likely enables companies to retain and grow customers?

A) databases developed through direct marketing
B) interactive communication on social media
C) indirect-response advertising promotions
D) loyalty programs based on interstitials
E) feedback encoding with niche markets

Question 25

Which of the following is a form of direct marketing that involves tracking and analyzing the purchase patterns of specific customers?

A) mass advertising
B) sales promotion
C) multilevel marketing
D) database marketing
E) personal selling

Question 26

TruStage Term Life Insurance mails potential clients about life insurance policies with discounts for applying immediately by phone or on the Internet.TruStage is using

A) telemarketing.
B) mass marketing.
C) digital interactive advertising.
D) direct-response advertising.
E) customer database marketing.

Question 27

Which term refers to an interactive process of addressable communication that uses one or more advertising media to effect,at any location,a measurable sale,lead,retail purchase,or charitable donation,with this activity analyzed on a database for the development of ongoing mutually beneficial relationships between marketers and customers,prospects,or donors?

A) mass advertising
B) sales promotion
C) direct marketing
D) personal selling
E) network marketing

Question 28

Which of the following is defined as face-to-face selling away from a fixed retail location?

A) interactive commerce
B) direct selling
C) telemarketing
D) direct-response marketing
E) relationship marketing

Question 29

REI is a member run co-op that sells outdoor equipment,but they also track the purchases of customers and build a pool of data that guides e-mails,postcards,and announcements,which is a form of

A) mail-order advertising.
B) database marketing.
C) direct selling.
D) direct-mail advertising.
E) interactive advertising.

Question 30

The excessive use of trade deals has a tendency to threaten brand loyalty.

Question 31

Which of the following is the oldest marketing method and is growing quickly today as a result of social and technological changes?

A) direct marketing
B) relationship marketing
C) print advertising
D) interactive marketing
E) direct selling

Question 32

What are the two primary methods for implementing a direct-sales strategy?

A) personal selling and mass marketing
B) database selling and telemarketing
C) face-to-face and telemarketing
D) Internet sales and telemarketing
E) order-taking and order-filling

Question 33

Which of the following statements about direct marketing is true?

A) Direct marketing is static.
B) Direct marketing is a measurable system of marketing.
C) Direct marketing is often called reminder advertising.
D) Direct marketing does not typically produce feedback.
E) Direct marketing as a form of promotion is ineffective in generating immediate sales.

Question 34

One of the most important factors in the growth of direct marketing is the

A) development of kiosks.
B) increase in cultural diversity.
C) expanding use of credit cards.
D) aging of the baby boomer generation.
E) expectations of personal online security.

Question 35

_____ includes selling and prospecting by telephone,answering phone inquiries,and providing sales-related services to callers.

A) Data mining
B) Direct-response marketing
C) Direct-response advertising
D) Relationship marketing
E) Telemarketing

Question 36

Which statement about direct marketing is true?

A) Many customers dislike the clutter associated with direct marketing.
B) Direct marketing lacks the flexibility needed by today's firms.
C) Direct marketing hinders firms from gathering customer data.
D) Only print media can be used for direct marketing efforts.
E) Direct marketing results are difficult to measure.

Question 37

In the face of a flattening growth rate and dropping profitability,one of the tools Pitney Bowes turned to was a(n)______ to hold on to its best customers and create a better relationship with other customers by giving members discounts and incentives for frequent patronage.

A) trade promotion
B) direct sales promotion
C) interactive program
D) loyalty program
E) push strategy

Question 38

Which of the following is always aimed at stimulating some action or response from its recipient?

A) radio advertising
B) viral marketing
C) direct-response advertising
D) mass marketing
E) aerial advertising

Question 39

By keeping contests as simple as possible,sponsors of sweepstakes can pull in millions of entries and encourage product consumption by creating consumer involvement.

Question 40

Advertising that urges a prospective customer to respond immediately to the advertiser,ideally in the form of a purchase,is called

A) unduplicated marketing.
B) customized marketing.
C) advocacy selling.
D) direct-response advertising.
E) direct-sales advertising.

Question 41

A _____ strategy is primarily designed to secure the cooperation of retailers.

A) push
B) pull
C) parallel
D) cohort
E) vertical

Question 42

What is the greatest strength of personal selling?

A) historically positive reputation
B) minimal labor requirements
C) low overall costs
D) personal nature
E) sale immediacy

Question 43

_____ are exhibitions where manufacturers,dealers,and buyers get together for demonstration and discussion.

A) Product expositions
B) Trade shows
C) Distribution shows
D) Distribution fairs
E) Product retrospectives

Question 44

_____ is a direct inducement offering extra incentives anywhere along the marketing route to enhance the movement or accelerate the product's movement from producer to consumer.

A) Direct selling
B) Direct marketing
C) Sales promotion
D) Public relations
E) Direct-response advertising

Question 45

An energy company offers customers rebates of up to $500 for installing energy-efficient water heaters,windows,and doors.This is most likely an example of a _____ strategy.

A) push
B) pull
C) parallel
D) cohort
E) horizontal

Question 46

Personal selling is the most costly way to communicate with prospects because

A) it is very labor-intensive.
B) sales cannot occur without advertising.
C) it has an inflexible methodology.
D) sales quotas force the salesperson to use unethical means to close a sale.
E) it cannot be integrated easily into a company's marketing communications strategy.

Question 47

Procter & Gamble created one of the most outrageous promotions in marketing history.Nobody blinked when some unknown brand assistant suggested giving away free goldfish in stores with the purchase of any king-size box of Spic and Span cleaner.The offer itself was the soul of simplicity: Buy one giant-size box of Spic and Span,and you can fill a clear plastic container with two free goldfish.The display even had its own net for scooping the little fish out.This promotion was intended to be an example of a _____ strategy.

A) push
B) pull
C) parallel
D) cohort
E) horizontal

Question 48

_____ is the interpersonal communications process by which a seller ascertains and then satisfies the needs of the buyer,to the mutual,long-term benefit of both parties.

A) Direct-response selling
B) Relationship marketing
C) Transactional marketing
D) Personal selling
E) Viral marketing

Question 49

_____ encompasses the physical appearance of the container and includes design,color,shape,labeling,and materials.

A) Distribution
B) Sales promotion
C) Packaging
D) Network marketing
E) Trade promotion

Question 50

Which of the following is the best marketing communication tool for relationship building?

A) infomercials
B) word-of-mouth
C) personal selling
D) direct-response marketing
E) interactive broadcast advertising

Question 51

One of the most effective ways a marketer can reduce the cost of personal selling is by

A) eliminating the need for database management by relying more on telemarketers.
B) communicating relevant product information before the sales call.
C) providing proof that what the salesperson says is factual.
D) reminding the prospect to close the sale quickly.
E) avoiding trial closes which are ineffective.

Question 52

A(n)_____ is paid to a retailer by a manufacturer for the privilege of obtaining shelf space for a new product.

A) slotting allowance
B) buyback allowance
C) forward buying allowance
D) advertising allowance
E) spiff

Question 53

Which of the following would most likely result from overly aggressive sales promotion?

A) an increase in industry sales and profits
B) inadequate primary research data
C) improved levels of brand attitude
D) a price war between competitors
E) lower costs per transaction

Question 54

When releasing Mango Madness,Snapple asked retailers to put the new drink right next to mangos in the fruit aisle.The incentive for supermarkets was free mangos for participating.This _____ resulted in Snapple selling a lot more Mango Madness a lot faster and for a lot less money than if the company had just placed ads in consumer magazines and on TV.

A) viral marketing program
B) direct marketing activity
C) sales promotion
D) publicity
E) advertorial

Question 55

Which of the following is the best example of direct-response broadcast advertising?

A) an e-mail offering a trial magazine subscription
B) a glossy catalog featuring children's clothing
C) an infomercial for exercise equipment that asks people to call in now
D) a telemarketing call about a credit card
E) a product placement during a TV show

Question 56

Which of the following statements about sales promotion is true?

A) Sales promotion is a deceleration tool.
B) Sales promotion normally involves an indirect inducement.
C) Sales promotion is usually considered to be complementary.
D) Sales promotion may be used anywhere along the marketing route.
E) Sales promotion adds intangible but immediate value to the brand.

Question 57

Trade concentration refers to

A) more products going through fewer retailers.
B) a type of promotion commonly used by service providers.
C) the ability to perform comparative advertising within the same store.
D) a marketplace that supports multiple retailers of the same or similar products.
E) the consolidation of advertising rates for various trade magazines into one generic rate card.

Question 58

Which aspect of food product packaging is regulated by the FDA?

A) nutritional information
B) sturdiness
C) ease of storage
D) size and weight
E) brand identification

Question 59

To create effective sales promotions,a company should

A) use non-specific objectives to ensure marketing flexibility.
B) avoid any promotion pretesting because of its inherent costs.
C) ensure that the sales promotion reinforces the brand's advertising message.
D) invest in either trade or consumer promotions but not both, which is unethical.
E) use complex, attention-getting copy so the consumer will understand the message.

Question 60

Which of the following is the best example of direct-response print advertising?

A) an advertorial about vitamin benefits
B) an SMS with a coupon for a department store
C) the home page for an athletic shoe company
D) a magazine ad for pet food that asks you to call a toll-free number for more information
E) an unsolicited e-mail that asks you to purchase the services of a local lawn care company

Question 61

Blue Buffalo dog food offers its retailers a 30 percent discount on its dog food lines for one month in the hope that retailers will pass the savings on to consumers,thereby increasing Blue Buffalo's market share.However,Sit Happens,a small local retailer,buys enough dog food to sell at a normal rate for the next year.Sit happens is engaging in

A) a tying agreement.
B) diverting.
C) forward buying.
D) front loading.
E) backwards buying.

Question 62

By mailing in .95 and two proofs of purchase from Dannon yogurt,Laura can receive a digital calorie counter.Each counter costs Dannon .75 and is most likely an example of a(n)

A) in-pack premium.
B) self-liquidating premium.
C) coupon premium.
D) on-pack premium.
E) sweepstakes.

Question 63

A(n)_____ offers prizes based on entrants' skill whereas a(n)_____ offers prizes based solely on a chance drawing of entrants' names.

A) coupon; in-pack premium
B) in-pack premium; self-liquidating premium
C) coupon; sweepstakes
D) contest; sweepstakes
E) sweepstakes; freestanding insert

Question 64

Describe the three main functions of direct marketing.

Question 65

If you buy a case of Hanover kidney beans,you can mail eight UPC labels to Hanover and receive a "Kid Bean" stuffed toy.The toy is an example of a

A) polybag.
B) premium.
C) sample.
D) rebate.
E) combination offer.

Question 66

A trade deal is a(n)

A) advertisement placed in trade journals read by marketing intermediaries.
B) reimbursement from a manufacturer to a retailer for advertising a product.
C) payment made by retailers to manufacturers for stocking a product.
D) type of rebate that often accompanies pull strategies.
E) short-term dealer discount on the cost of a product.

Question 67

Procter & Gamble created one of the most outrageous promotions in marketing history.The offer itself was the soul of simplicity: Buy one giant-size box of Spic and Span and you can fill a clear plastic container with two free goldfish.The display even had its own net for scooping the little fish out.The fish were examples of

A) premiums.
B) display allowances.
C) trade deals.
D) freestanding inserts.
E) advertising specialties.

Question 68

In the Moose Head Cabin Fever Rescue promotion,beer retailers were sent an inflatable bush plane with a 30-inch wingspan that appeared to be dropping a parachute holding a 12-pack of Moose Head beer.Moose Head probably had to pay a(n)_____ to encourage retailers to use the large promotional material.

A) display allowance
B) buyback allowance
C) placement allowance
D) trade fee
E) inserting allowance

Question 69

_____ is generally considered the most effective method for generating consumer trial of a new product.

A) Buy-back allowance
B) A rebate award
C) A contest
D) Diverting
E) Sampling

Question 70

What is the most expensive type of sales promotion?

A) P-O-P displays
B) rebates
C) sampling
D) coupons
E) premiums

Question 71

Which of the following is an example of consumer sales promotion?

A) spiffs
B) coupons
C) buyback allowances
D) slotting allowances
E) company conventions

Question 72

Hallmark Cards introduced a new Touch-Screen Greetings interactive kiosks that retailers can place near registers.The kiosk lets customers buy customized Hallmark cards where they can select messages to print on any card design.The kiosk is an example of a(n)

A) point-of-purchase display.
B) push strategy.
C) retailer spiff.
D) buyback allowance.
E) combination offer.

Question 73

Sendhil is a floor salesperson at Best Buy.Whenever Sendhil makes a sale on a new Apple product,he gets a $5 bonus from Apple.Apple is using _____ to encourage salespeople to pitch their products over other brands.

A) direct promotions
B) instant rebates
C) supplementary promotions
D) spiffs
E) buyback allowances

Question 74

For a limited time,people who buy Malibu Rum Original get a sample bottle of Malibu Island Spiced Rum that is cradled around the larger bottle in a little hammock.This is an example of a(n)

A) in-pack coupon.
B) self-liquidating premium.
C) on-pack premium.
D) spiff.
E) cents-off promotion.

Question 75

During the 2016 election,Hillary Clinton's campaign ran a _____ that promised donors a chance to have dinner with her and George Clooney by texting "CLOONEY" to enter.

A) game
B) contest
C) sweepstakes
D) lottery
E) reward

Question 76

_____ are coupons that reach consumers through colorful preprinted newspaper ads.

A) Spiffs
B) Freestanding inserts
C) Convenience cards
D) Premiums
E) Spillages

Question 77

To get high schoolers excited about a new kind of sugar-free Red Bull,the company handed out free cans in the parking lot of high school football games.What kind of promotion was Red Bull doing?

A) contest
B) sweepstake
C) sampling
D) polybagging
E) free premium

Question 78

Which of the following trends has increased the importance of point-of-purchase (P-O-P)materials?

A) online retailing
B) self-service retailing
C) interactive marketing
D) relationship retailing
E) customerization

Question 79

Alyssa loves to craft,and she also loves a deal.Her favorite craft store,Jo-Ann Fabrics and Crafts,regularly releases discounts online that Alyssa can pull up on her phone and show at the register.Jo-Ann Fabrics and Crafts is using

A) rebates.
B) spiff.
C) electronic coupons.
D) trade promotion.
E) P-O-P material.

Question 80

Including a free sample of Advil PM,a new pain reliever designed to aid in sleeping,in the same delivery bag as the Atlanta Journal is an example of

A) in-store sampling.
B) premium sampling.
C) polybagging.
D) a tie-in promotion.
E) a spiff.