Question 1

One of the objectives of trade promotions is to

Accepted Answer

One of the objectives of trade promotions is to serve as a reward for past sales efforts.

Question 2

This form of consumer promotion is used where customers are offered discounts from the product's regular price.

Accepted Answer

Price deals involve offering customers discounts from the regular price of a product.

Question 3

Which of the following is not a procedure for evaluating specific advertisements?

Accepted Answer

Market test is not a procedure for evaluating specific advertisements. Recognition tests, theatre tests, and opinion tests are commonly used procedures to evaluate specific advertisements.

Question 4

_____ involve(s) aiming promotional efforts directly at customers to encourage them to ask the retailer for the product.

Accepted Answer

Pull strategies involve aiming promotional efforts directly at customers to encourage them to ask the retailer for the product.

Question 5

Ads for cotton emphasize how comfortable the fabric is to wear, and encourages consumers to look for the cotton logo and only buy clothing that is 100 percent cotton. These ads are using which of the following strategy?

Accepted Answer

Pull strategies involve aiming promotional efforts directly at customers to encourage them to ask the retailer for the product.

Question 6

Which of the following statements about trade sales promotions is true?

Accepted Answer

One of the major objective of trade promotions is to encourage retailers to give the product more favorable shelf space

Question 7

The number of times, on average that people are exposed to an advertisement within a given time period is known as

Accepted Answer

The number of times, on average that people are exposed to an advertisement within a given time period is known as average frequency.

Question 8

_____ is (are) aimed at distributors and retailers of products who make up the distribution channel.

Accepted Answer

Trade promotions are those promotions aimed at distributors and retailers of products who make up the distribution channel.

Question 9

One of the procedures for evaluating specific advertising objectives is through "attitude," where potential

Accepted Answer

Attitude: Potential buyers are asked to rate competing or individual brands on determinant attributes, benefits, characterizations using rating scales.

Question 10

High school juniors who were considering applying to the University of Southern Mississippi were asked to rank five different print ads intended to increase the enrollment to the college. The ads were to be ranked according to believability, interest-level, and attractiveness. The survey the students filled out was an example of a(n)

Accepted Answer

Opinion tests: Potential audience members are asked to rank alternative advertisements as most interesting, most believable, best liked.

Question 11

Identify the procedure for evaluating specific advertising objectives where potential buyers are asked to indicate brands that come to mind in a product category. A message used in an ad campaign is given and buyers are asked to identify the brand that was advertised using that message.

Accepted Answer

This procedure is used to evaluate the level of brand awareness among potential buyers. By asking them to indicate brands that come to mind in a product category, marketers can assess the effectiveness of their advertising in building brand awareness. Similarly, asking buyers to identify the brand that was advertised using a specific message can help gauge the recall and recognition of the brand among the target audience. Therefore, this procedure is most closely related to the advertising objective of creating awareness.

Question 12

Which of the following is not an example of sales promotion activities directed at a company's own sales force?

Accepted Answer

Trade shows are an example of a sales promotion activity aimed at consumers (final users) or at middlemen.

Question 13

As Ted strolled through the mall, a market researcher stopped him and asked to him list all the brands of candy bars he could think of in thirty seconds. Ted was then given the advertising slogan that was used in some candy bar ads and asked to match the slogan to the candy. The interviewer was most probably conducting a(n)

Accepted Answer

Awareness: Potential buyers are asked to indicate brands that come to mind in a product category. A message used in an ad campaign is given and buyers are asked to identify the brand that was advertised using that message.

Question 14

Which of the following trade promotions would be least likely to have the desired effect on the owner of a small shoe boutique?

Accepted Answer

Small retailers do not consider contests, sweepstakes, and sales quotas as being important to their decision to participate in promotions.

Question 15

Over the past two decades, the popularity of sales promotion has been increasing due to

Accepted Answer

Over the past two decades, the popularity of sales promotion has been increasing. Two reasons for this increased popularity are undoubtedly the increased pressure on management for short-term results and the emergence of new purchase tracking technology.

Question 16

The number of different targeted audience members exposed at least once to the advertiser's message within a predetermined time frame is known as

Accepted Answer

The number of different targeted audience members exposed at least once to the advertiser's message within a predetermined time frame is known as reach.

Question 17

Which of the following statements concerning CPMs as a common measure of efficiency in the advertising industry is incorrect?

Accepted Answer

The chief advantage of CPMs lies in its simplicity and allowance for a common base of comparison between differing media types.

Question 18

Which of the following pertains to price deals as a form of consumer promotion?

Accepted Answer

Price deals refer to offering discounts from the product's regular price as a form of consumer promotion. The other options pertain to other forms of consumer promotion such as free samples (option A), bundling (option C), and rebates (option D).

Question 19

Premiums are

Accepted Answer

Premiums are rewards or gifts that can come from purchasing a product. They are meant to incentivize customers to buy the product by offering something extra with their purchase.

Question 20

This involves aiming promotional efforts at distributors, retailers, and sales personnel to gain their cooperation in ordering, stocking, and accelerating the sales of a product.

Accepted Answer

Push strategies involve aiming promotional efforts at distributors, retailers, and sales personnel to gain their cooperation in ordering, stocking, and accelerating the sales of a product.

Quiz 8: Integrated Marketing Communications : Advertising, Sales Promotion, Public Relations, and Direct Marketing