Deck 13: Engaging Customers and Communicating Customer Value

Question 1

The most logical method of setting the promotion budget is the:

A) Most affordable method
B) Objective and task method
C) Percentage of sales method
D) Competitive parity method

Answer 1

B

Question 2

When hospitality firms market to consumer markets, the least used element of the promotion mix is:

A) Personal selling
B) Public relations
C) Advertising
D) Sales promotions

Answer 2

A

Question 3

________ advertising is used when introducing a new product.

A) Suggestive
B) Persuasive
C) Reminder
D) Informative

Answer 3

D

Question 4

The first stage of the promotion process is:

A) Selecting the communication channels
B) Selecting the message source
C) Identifying the target audience
D) Determining the communication objectives

Question 5

Marketers are losing confidence in television advertising because:

A) Viewers are not watching as much TV anymore
B) Viewers are mostly watching online videos
C) Viewers are watching TV on DVRs
D) Viewers are heading back to the theaters

Question 6

In the buyer readiness process, the state that immediately precedes purchase is:

A) Preference
B) Knowledge
C) Conviction
D) Liking

Question 7

The type of message appeal that relates to an audience's self-interest is:

A) Emotional
B) Moral
C) Economic
D) Rational

Question 8

Which of the following is NOT an example of direct marketing?

A) Mail
B) Catalogs
C) Online marketing
D) TV advertisement

Question 9

The four pillars of the AIDA model of communication design are:

A) Attention, Interest, Desire, Action
B) Attention, Inclination, Desire, Action
C) Attention, Inclination, Designation, Action
D) Attention, Interest, Designation, Action

Question 10

The promotional tool that rewards customers for a quick, short-term response is:

A) Public relations
B) Sales promotions
C) Personal selling
D) Advertising

Question 11

As many as ________ percent of TV viewers may be regularly tuning out commercials.

A) 30
B) 40
C) 50
D) 60

Question 12

In an advertising agency, which department is responsible for placing ads?

A) Media
B) Research
C) Business
D) Accounts Receivable

Question 13

Which of the following is NOT a major department in an advertising agency?

A) Accounts Receivable
B) Creative
C) Media
D) Business

Question 14

The ________ method of promotion budgeting views sales as the cause of promotion rather than as the result.

A) Competitive parity
B) Objective and task
C) Affordable
D) Percentage of sales

Question 15

Viral marketing messages have a higher chance of being opened because they are coming from a ________.

A) Friend
B) Known sale associate
C) Reliable advertisement media
D) Previously known advertisement media

Question 16

The unplanned static or distortion during the communication process, which results in the receiver getting a different message than the one the sender sent, is called:

A) Loss of signal quality
B) Excessive feedback
C) Echo
D) Noise

Question 17

________ is a measure of the percentage of people in the target market who are exposed to an ad campaign over a given period of time.

A) Impact
B) Frequency
C) Reach
D) Penetration

Question 18

Which of the following is NOT an example of a sales promotion?

A) Coupon
B) Contests
C) Personal selling
D) Cents-off deals

Question 19

Which of the following does NOT comprise a promotion mix?

A) Advertising
B) Personal selling
C) Viral marketing
D) Public relations

Question 20

The process by which the receiver assigns meaning to the symbols encoded by the sender is called:

A) Communication
B) Reception
C) Decoding
D) Messaging

Question 21

The objective and task method of budgeting defines specific objectives, determines tasks that must be performed, and estimates the cost of performing them.

Question 22

Many companies set the promotional budget at what they think they can afford, which can make long-range planning difficult.

Question 23

________ advertising is used for mature products.

A) Informational
B) Content based
C) Reminder
D) Follow up

Question 24

One major disadvantage of public relations is its lack of believability.

Question 25

How does a company set its promotion budget and design their promotion mix?

Question 26

Sales promotions are most effective in building long-run brand preferences.

Question 27

Today, fewer companies are adopting the concept of integrated marketing communications.

Question 28

How does a push strategy and pull strategy work in a promotion mix?

Question 29

Companies are adopting the concept of integrated marketing communications (IMC). Here the company carefully integrates its many communications channels to deliver a clear, consistent, and compelling message about two things. Identify and discuss what they are.

Question 30

Atmospheres are considered to be a personal form of communication.

Question 31

________ advertising is used heavily when introducing a new product category and when the objective is to build primary demand.

A) Persuasive
B) Research
C) Informative
D) Media

Question 32

When marketing activities are directed at channel members a pull strategy is being used.

Question 33

Outline the steps in developing effective marketing communications.

Question 34

A large advertising budget guarantees a successful advertising campaign.

Question 35

Which of the following media types is likely to cost the most?

A) Newspaper
B) Magazine
C) Television
D) Radio

Question 36

The purpose of persuasive advertising is to build selective demand.

Question 37

Which of the following major media types has high audience selectivity?

A) Newspapers
B) Magazines
C) Radio
D) Television

Question 38

Scheduling ads evenly within a given period, is called:

A) Pacing
B) Balancing
C) Continuity
D) None of the above

Question 39

The intangibility of the hospitality product creates many advertising problems.

Question 40

A company's total marketing communications mix-also called its promotion mix-consists of the specific blend of five different parts. Name and define these parts.