Deck 13: Integrated Marketing Communications: Promotional Strategy, advertisig

Question 1

The way an advertisement communicates the information and image is called advertising results.

Answer 1

False

Question 2

Public relations is an area that can be handled by anyone trained in marketing.

Answer 2

False

Question 3

There is one universal promotional appeal that works on every target market.

Answer 3

False

Question 4

The issue of corporate identity and its impact on customer attitudes and responses toward product offerings is no longer relevant in today's marketplace.

Question 5

PR should never be combined with advertising or sales promotion to create demand.

Question 6

ABC Corp.is the number one leader in its industry.It will probably use comparative advertising to reach its audience.

Question 7

"The incredible edible egg" campaign is an example of product advertising.

Question 8

Bonus payments,prizes,trips,and other incentives to induce a salesperson to push one product over another are forms of consumer sales promotion.

Question 9

Public relations and advertising are among the most commonly outsourced functions in marketing because of the specialization required to be successful in each.

Question 10

Buzz,or word-of-mouth communication,is the communication generated about a brand in the marketplace.

Question 11

Agencies vary from specialized firms that focus on an industry or on a particular area of promotion to full service shops.

Question 12

The effectiveness and efficiency of promotional strategies are tracked on the basis of price fluctuations.

Question 13

The lower the reach and frequency,the higher the cost of a campaign.

Question 14

Advertising is synonymous with marketing.

Question 15

The order of the steps in the AIDA model is not important.

Question 16

Buzz is limited to current and potential customers.

Question 17

A sales promotion is designed to augment other forms of promotion and is rarely used alone.

Question 18

Internet marketing succeeds because spam is so popular.

Question 19

Sales promotion is one-to-one personal communication with a customer by a salesperson,either in person or electronically in some way that provides two-way dialogue.

Question 20

Push and pull strategies are rarely used mutually exclusively.

Question 21

___________________ is an interactive marketing system that uses personal communication with a customer by means other than a salesperson.

A) Advertising
B) Sales promotion
C) Direct marketing
D) Public relations
E) Personal selling

Question 22

The _______________ stage of the AIDA model is most important when we want to influence customers to feel that they simply can't do without the item.

A) Decoding
B) Interest
C) Desire
D) Action
E) Attention

Question 23

Getting the customer to actually make a purchase is the ________ stage of the AIDA model.

A) Decoding
B) Interest
C) Desire
D) Action
E) Attention

Question 24

The _______________ stage of the AIDA model is most important when it becomes necessary to inform customers more specifically about what a product offering can do for them to help fulfill needs and wants.

A) Decoding
B) Interest
C) Desire
D) Action
E) Attention

Question 25

_____________ is a strategic approach to communicating the brand and company message to targeted customers in ways that are clear,concise,and consistent and yet are customizable as needed to maximize the impact on a particular audience.

A) Buzz marketing
B) Promotional campaign
C) Integrated marketing communications
D) Media buying
E) Sales promotion

Question 26

The marketing manager of ABC Shoes is beginning to develop a promotional strategy for a new line of casual shoes.The first thing she must do is _______.

A) Select the promotion mix
B) Establish goals for promotion
C) Prepare promotion budget
D) Identify targets for promotion
E) Develop the message

Question 27

__________________ is NOT part of the AIDA model.

A) Attention
B) Interest
C) Desire
D) Action
E) Deficit

Question 28

___________ is a strength relating to advertising as an element in the promotion mix.

A) Ability to pinpoint small numbers of customers
B) Limited creative flexibility maintains control
C) Many media choices
D) Less costly
E) Direct contact with individual targets

Question 29

The marketing manager of XYZ brewery is developing a promotional strategy for their high quality low cost beer.He wants to state the advantages of XYZ's line and give customers a reason to choose it over the competition.The goal of this promotional strategy is to ______.

A) Persuade
B) Inform
C) Captivate
D) Remind
E) Manipulate

Question 30

_________ uses media such as television and newspapers to deliver the message.

A) Advertising
B) Personal selling
C) Direct marketing
D) Interactive marketing
E) Sales Promotion

Question 31

Moving a customer past a need to really want the product is the _____________ stage in AIDA model.

A) Attention
B) Interest
C) Desire
D) Action
E) Advertise

Question 32

Essentially,Coca-Cola has 100 percent brand awareness among U.S.consumers; therefore,the goal for its promotion is to ______.

A) Persuade
B) Inform
C) Captivate
D) Remind
E) Manipulate

Question 33

When a company wishes to indicate features when introducing its new product,explain product functionality,articulate what the company and its brand stands for in order to develop a clear image,and wishes to discuss various uses and applications for its product,which goal of promotion is it seeking to achieve?

A) To persuade
B) To inform
C) To captivate
D) To remind
E) To manipulate

Question 34

The development of promotion mix strategies,or simply promotional strategies,involves decisions about ____________________.

A) Elements in the promotion mix
B) Determining the acceptable ROI for the customer
C) Price
D) Product development
E) Distribution

Question 35

In a push strategy _______________________.

A) The focus is on end users
B) Members of the channel are targeted for promotion
C) Advertising is of extreme importance
D) End users drive the distribution of the new product
E) Couponing to customers is a key strategy

Question 36

The _______________ stage of the AIDA model is most important when customers are essentially unaware of an offering,and most of the investment in communication must be in raising awareness.

A) Decoding
B) Interest
C) Desire
D) Action
E) Attention

Question 37

________________ is NOT part of the promotion mix.

A) Advertising
B) Sales promotion
C) Public relations (PR)
D) Pricing
E) Personal Selling

Question 38

Promotion feeds _______________ through strong persuasive communication.

A) Attention
B) Interest
C) Desire
D) Action
E) Advertise

Question 39

The Children's Online Privacy Protection Act (COPPA)requires marketers to get parental consent to collect personal information on anyone younger than ________.

A) 18
B) 16
C) 13
D) 10
E) 21

Question 40

__________________ is the application of marketing concepts and strategies inside an organization.

A) Direct marketing
B) Personal selling
C) Internal marketing
D) Integrated marketing communications
E) Publicity

Question 41

Sally has seen the same ad for Fishy's Cat food every time she turns on the television.The commercial and its jingle used to amuse her,but now it is boring and sometimes it annoys her.This is an example of _________.

A) A bad campaign
B) Advertising wearout
C) Overexposure
D) Marginal returns
E) Advertising response function

Question 42

_______________________ are the two major types of advertising.

A) Inform and persuade
B) Product and price
C) Institutional and product
D) Humor and fantasy
E) Moral and product

Question 43

An appeal that uses ordinary folks doing ordinary things is a _____________ style.

A) Fantasy
B) Rational
C) Desire
D) Lifestyle
E) Slice of life

Question 44

When advertising gets beyond a certain ad spending level and diminishing returns set in this is called _____________.

A) Positioning
B) Advertising response function
C) Guarantee of desire
D) Advertising wearout
E) Maximum reach

Question 45

___________________ is NOT a reason for Coke to invest in promotion.

A) To maintain brand loyalty
B) To reduce the tendency to switch to other brands
C) To maintain corporate identity
D) To encourage brand switching from competitor's customers
E) To explain the features of their product

Question 46

Fishy's Cat Food saw great returns on its advertising efforts when it was first introduced,but even with increased spending,their market share has stopped growing and has actually fallen in some areas.This is an example of _________.

A) A bad campaign
B) Advertising wearout
C) Overexposure
D) Marginal returns
E) Advertising response function

Question 47

By influencing customers to purchase right now due to some strong benefit or need,a coupon or special offer would contribute to the promotional goal to ______________.

A) Accept
B) Remind
C) Persuade
D) Inform
E) Act

Question 48

_____________________ is NOT one of the four types of promotional budgets.

A) Objective-and-task method
B) Percent-of-sales method
C) Desire and action method
D) Comparative parity method
E) All-you-can-afford method

Question 49

California Dairy Council has been running national advertising on television.The ad features "happy cows" and carries the tag line "Great cheese comes from happy cows.Happy cows come from California." The council developed a logo that is prominently displayed in the ads,and presumably the expectation is that a consumer would look for that logo on a wedge of cheese in the dairy case,selecting it over cheese from elsewhere.This is an example of _________________ advertising.

A) Institutional
B) Product
C) Slice of life
D) Moral
E) Research based

Question 50

Little kids and puppy dogs help execute a(n)_________________ appeal.

A) Fantasy
B) Rational
C) Emotional
D) Lifestyle
E) Slice of life

Question 51

Promotion should be viewed as a(n)____________________.

A) Cost
B) Liability
C) Investment
D) Revenue
E) Income

Question 52

A _____ appeal in promotional messaging is used to strike a chord with a target customer's sense of right and wrong.

A) Moral
B) Rational
C) Research based
D) Lifestyle
E) Mood

Question 53

Many charities,cause-related marketers,and politicians use _____ to elicit support.The Salvation Army's tagline "Doing the Most Good" reflects this.

A) Moral appeals
B) Rational appeals
C) Emotional appeals
D) Explicit appeals
E) Implicit appeals

Question 54

_____________________ is NOT one of the common approaches to advertising execution.

A) Humor
B) Musical
C) Horror
D) Animation
E) Fantasy

Question 55

____________ goals lets a customer know that Hilton has opened a new property in Tahiti.

A) Interest
B) Action
C) Persuade
D) Inform
E) Remind

Question 56

When customers quickly and easily become bored with any given advertising campaign,it is considered _________.

A) Positioning
B) Advertising response function
C) Guarantee of desire
D) Advertising wearout
E) Maximum reach

Question 57

Before moving forward to develop a promotion mix for a brand new product category,the marketing manager must establish ___________ goals for the promotion.

A) Inform
B) Remind
C) Action
D) Persuade
E) Desire

Question 58

The goal of _____________ advertising is to promote an industry,company,family of brands,or some other issues broader than a specific product.

A) Institutional
B) Product
C) Slice of life
D) Moral
E) Research based

Question 59

A ____________ appeal centers on benefits an offering can provide to a customer.

A) Fantasy
B) Rational
C) Desire
D) Lifestyle
E) Slice of life

Question 60

Promotion mix decisions are NOT dependent on _______________________.

A) The nature of the offering
B) Stage of the offering in the product life cycle
C) Price of the product
D) Nature of the market
E) Available budget

Question 61

______________________ is a good reason to use radio advertising.

A) It appeals to multiple senses
B) It has a long shelf life
C) It is high involvement
D) It facilitates easy selectivity
E) It has an audio only format

Question 62

Showing exotic aliens blasting cavities in your mouth is an example of _____.

A) Fantasy appeal
B) Endorsement appeal
C) Humor appeal
D) Comparative advertising
E) Competitive advertising

Question 63

___________________ is an advantage of using television media advertising.

A) Short shelf life
B) Appeals to multiple senses
C) Impressions are fleeting
D) Benefit of din
E) Cost

Question 64

____________ describes the level of competing messages on a medium.

A) Reach
B) Frequency
C) Clutter
D) Shelf life
E) Impressions

Question 65

The vast majority of advertising is ___________,designed to increase purchase of a specific offering.

A) Institutional
B) Product
C) Slice of life
D) Moral
E) Research based

Question 66

____________ measures the average number of times a person in the target market is exposed to the message.

A) Frequency
B) Target
C) Pioneering
D) Reach
E) Hits

Question 67

When targeted to members of a channel on which a firm relies to sell product,_____________ is an important element of a push strategy.

A) Consumer advertising
B) Public relations
C) Personal selling
D) Sales promotion
E) Institutional advertising

Question 68

___________________________ is an advantage offered by television media.advertising.

A) A short shelf life
B) The infomercial option
C) That impressions are fleeting
D) The benefit of din
E) Low cost

Question 69

When two or more brands are reviewed side by side against each other on certain attributes this is considered ____________________________.

A) Pioneering advertising
B) Competitive advertising
C) Institutional advertising
D) Comparative advertising
E) Sales promotion

Question 70

__________________ is NOT one of the examples of the seven broad categories of advertising media.

A) Radio
B) Magazines
C) Outdoor
D) Direct mail
E) Fax

Question 71

Using scientific evidence in a comparative ad is an example of _____________.

A) Fantasy appeal
B) Endorsement appeal
C) Humor appeal
D) Research based appeal
E) Slice of life appeal

Question 72

When targeted to customers of a product,_____________ can be an important element of a pull strategy to gain product trial or rekindle interest.

A) Consumer advertising
B) Public relations
C) Personal selling
D) Sales promotion
E) Institutional advertising

Question 73

"Cotton: The fabric of our lives" is an example of industry sponsored ________________.

A) Institutional advertising
B) Ethical advertising
C) Comparative advertising
D) Competitive advertising
E) Product advertising

Question 74

Building a positive customer attitude toward the brand is a key component of ___________ advertising.

A) Pioneering
B) Competitive
C) Institutional
D) Comparative
E) Sales promotion

Question 75

Apple has run a series of humorous ads on television in which two guys stand side by side and sling barbs back and forth about features of the Mac versus the PC.This is an example of _________________________.

A) Pioneering advertising,
B) Competitive advertising
C) Institutional advertising
D) Comparative advertising
E) Sales promotion

Question 76

___________ measures the percentage of individuals in a defined target market that are exposed to an ad during a specified time period.

A) Frequency
B) Target
C) Pioneering
D) Reach
E) Din

Question 77

_____________ stimulates primary demand.

A) Pioneering advertising
B) Competitive advertising
C) Institutional advertising
D) Comparative advertising
E) Sales promotion

Question 78

Which of the following advertising media offers advantages of interactive capabilities,flexibility,timeliness,and low cost per exposure?

A) Internet
B) Television
C) Radio
D) Outdoor
E) Newspapers

Question 79

The TV ad with a movie star talking about Boniva is an example of _________.

A) Fantasy appeal
B) Endorsement appeal
C) Humor appeal
D) Comparative advertising
E) Competitive advertising

Question 80

For many marketers,__________ is the core of their marketing communications strategy.

A) Television advertising
B) Din
C) The company Web site
D) Direct mail
E) Sales promotions