Question 1

Which of the following elements of the marketing communications mix consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers, or the trade?

Accepted Answer

Sales promotion consists of short-term incentives to encourage the purchase of a particular product or service. Examples of sales promotions include coupons, contests, and discounts. Advertising, public relations, events and experiences, and personal selling are other elements of the marketing communications mix, but they do not necessarily involve short-term incentives.

Question 2

Outdoor advertising is more effective at creating new brand associations than enhancing brand awareness or brand image.

Accepted Answer

Outdoor advertising is effective at enhancing brand awareness and brand image by consistently exposing the brand to the public in high-traffic areas, but it is not necessarily more effective at creating new brand associations than other forms of advertising that allow for more detailed messaging and targeted audience engagement.

Question 3

According to consumer-packaged goods companies, which of the following effects is attributed to the heavy use of sales promotion?

Accepted Answer

Heavy use of sales promotion often leads to increased price sensitivity among consumers, as they become accustomed to looking for deals and discounts rather than paying full price for products. This can make it challenging for companies to maintain regular pricing and can create a cycle of dependence on promotions to drive sales.

Question 4

What are the adjustments that marketers need to apply to the cost-per thousand measure when selecting specific media vehicles?

Accepted Answer

The answer of What are the adjustments that marketers need...

Question 5

When Fred sends in the box top from his cereal to receive a free DVD of a cartoon featuring one of his favorite characters, he is responding to a ________.

Accepted Answer

Fred is receiving a free item in the mail as a promotion for purchasing the cereal. This is known as a free in-the-mail premium.

Question 6

The higher the forgetting rate associated with a brand, product category, or message, the lower the warranted level of repetition.

Accepted Answer

A higher forgetting rate actually justifies a higher level of repetition to reinforce memory and ensure the brand, product category, or message remains top of mind for consumers.

Question 7

Describe the adjustments that an advertiser of high-end laptops has to make to the cost-per-thousand measure.

Accepted Answer

The answer of Describe the adjustments that an advertiser of...

Question 8

Which of the following is an example of a trade promotion?

Accepted Answer

Trade promotions are marketing campaigns directed at wholesalers or retailers rather than at final consumers. Display allowances are incentives given to retailers to display a product prominently in their stores, making it a trade promotion.

Question 9

The macroscheduling decision calls for allocating advertising expenditures within a short period to obtain maximum impact.

Accepted Answer

Macroscheduling refers to the decision of when to advertise over a longer period, such as a year, to align with overall marketing and business objectives, not the allocation of advertising expenditures within a short period.

Question 10

The forgetting rate is the rate at which the buyer forgets the brand; the higher the forgetting rate, the more continuous the advertising should be.

Accepted Answer

This statement is true as continuous advertising helps to refresh the buyer's memory and reduce the forgetting rate.

Question 11

Describe the communication-effect research method of evaluating advertising effectiveness.

Accepted Answer

The answer of Describe the communication-effect research method of evaluating...

Question 12

Which of the following is a sales promotion tool that is consumer franchise building in nature?

Accepted Answer

Frequency awards are consumer franchise building as they encourage repeat purchases and brand loyalty over time.

Question 13

Describe the methods used to measure sponsorship activities.

Accepted Answer

The answer of Describe the methods used to measure sponsorship...

Question 14

Concentrated advertising is well suited for products with one selling season or related holiday.

Accepted Answer

Concentrated advertising focuses on a specific time period, making it effective for promoting products during a particular selling season or holiday. This approach allows companies to maximize their advertising budget and target their message to the right audience at the right time.

Question 15

Which of the following is an example of a manufacturer promotion?

Accepted Answer

High-value trade-in credit is an example of a manufacturer promotion because it is offered by the manufacturer to encourage consumers to purchase their products.

Question 16

An advertiser makes "local buys" when it buys TV time in just a few markets or in regional editions of magazines.

Accepted Answer

The answer of An advertiser makes "local buys" when it...

Question 17

Which of the following is an example of a business and sales force promotion?

Accepted Answer

Contests for sales reps are a type of promotion aimed at incentivizing and motivating the sales force to perform better. These contests may include prizes for achieving certain sales targets, such as trips or bonuses. Other options listed, such as advertising allowances, free samples, display allowances, and discount coupons, are all more geared towards promoting products to customers rather than motivating the sales team.

Question 18

Sales promotion expenditures increased as a percentage of budget expenditure for a number of years. Growth has, however, recently slowed. Which of the following is a factor that has contributed to the growth of sales promotion expenditures?

Accepted Answer

The trade demanding more deals from manufacturers has contributed to the growth of sales promotion expenditures, as manufacturers may feel pressured to offer promotions to maintain relationships with retailers and meet demand for deals from customers.

Question 19

Which of the following is a sales promotion tool that typically does NOT build brand image?

Accepted Answer

Consumer refund offers typically focus on price and savings rather than building brand image.

Question 20

The rationale behind place advertising is that marketers are better off reaching people where they work, play, and shop.

Accepted Answer

Place advertising targets consumers in the locations where they are most likely to make purchasing decisions, such as the workplace, recreational venues, and retail settings. By reaching consumers in these locations, marketers can increase the chances of their message being seen and acted upon.

Quiz 20: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations