Question 1

An example of a(n)________ is an airline's practice of awarding customers points for miles traveled that can be turned in for free airline trips.

Accepted Answer

The description matches that of a loyalty program, which rewards customers for their continued business with a company. A price-off pack is a promotion where the price of a product is reduced, a rebate is a partial refund given after a purchase, a special pack is a package deal, and a premium is an extra gift or benefit given at the time of purchase.

Question 2

Which of the following would be most useful if a firm has an immediate objective to achieve?

Accepted Answer

Sales promotions are designed to achieve immediate objectives, such as increasing sales or clearing out inventory. The other options (public relations, out-of-home media, sponsorships, and product placement) are more long-term strategies for building brand awareness and reputation.

Question 3

Which of the following types of sales promotions would NOT be offered to a final consumer?

Accepted Answer

Push money is a type of sales promotion that is typically offered to intermediaries, such as retailers or wholesalers, as a way to incentivize them to sell more of a particular product. Final consumers generally do not receive push money promotions. The other options (rebates, bonus packs, sweepstakes, premiums) are all types of sales promotions that can be offered to final consumers.

Question 4

Which of the following is NOT a public relations activity?

Accepted Answer

Creative strategy is typically considered a marketing or advertising activity, rather than a public relations activity.

Question 5

Planning and implementing special events are typically responsibilities of ________.

Accepted Answer

The PR department is typically responsible for planning and implementing special events as part of their overall strategic communications plan.

Question 6

Which of the following advertising situations would LEAST likely be considered "puffery"?

Accepted Answer

The answer of Which of the following advertising situations would...

Question 7

U-Frame-It is a small company that has hired a local ad agency to put together an advertising campaign.Which of the following questions should be addressed before the others?

Accepted Answer

Understanding the message objectives of U-Frame-It is the most important factor because it will guide the selection of media, messaging, and appeal that are used in the advertising campaign. Without clear message objectives, it will be difficult to make informed decisions about the other questions.

Question 8

Of the major consumer promotion tools,which is the most effective for introducing a new product?

Accepted Answer

Sampling allows consumers to try a new product before committing to a purchase, which can be very effective in generating interest and increasing sales for a new product.

Question 9

________ are the most common price promotion.

Accepted Answer

Coupons are the most common price promotion according to industry research. They are widely used by manufacturers and retailers to promote sales and attract customers. Other types of promotions like rebates, merchandising allowances, contests and sweepstakes, and premiums are also used, but they are less common than coupons.

Question 10

Prior to the 2008 U.S.presidential election,MTV's "Choose or Lose" campaign encouraged millions of young people ages eighteen to thirty to learn about the issues,to vote,and to be a deciding factor in the election.This campaign is an example of ________.

Accepted Answer

The "Choose or Lose" campaign is an example of advocacy advertising, which aims to promote a particular social or political cause and encourage people to take action on that issue. In this case, the campaign was focused on encouraging young people to vote and become informed about political issues.

Question 11

A television commercial for Post Select cereal is an example of which of the following?

Accepted Answer

The television commercial for Post Select cereal is promoting a specific product, which falls under the category of product advertising.

Question 12

A downside to ________ is that if used too frequently,consumers become conditioned to purchase the product only at the lower promotional price.

Accepted Answer

Price-based consumer sales promotion, such as discounts and rebates, can condition consumers to wait for a promotional price before making a purchase. This may lead to reduced profit margins for the company and difficulty in maintaining regular customers who only purchase when there is a discount.

Question 13

Which of the following is a strategy that involves a company "ambushing" consumers with promotional content in places consumers would typically not expect to see information about a product or service?

Accepted Answer

Guerrilla marketing involves unconventional and unexpected marketing campaigns that aim to surprise and engage consumers in a memorable way, often in places they do not expect to see promotional content. This can include stunts, flash mobs, or even graffiti.

Question 14

________ offer consumers savings off the regular price of a product,with the reduced price marked by the producer directly on the label or package.

Accepted Answer

Price-off packs offer consumers savings off the regular price of a product, with the reduced price marked directly on the label or package. Bonus packs provide consumers with more product for the same price, rebates require consumers to send in proof of purchase to receive a discount, premiums offer consumers an additional item with the purchase of a product, and coupons offer savings when presented at the time of purchase.

Question 15

________ are goods offered either free or at low cost as an incentive to buy a product;they may be in-pack,on-pack,or delivered through the mail.

Accepted Answer

Premiums are goods offered either free or at low cost as an incentive to buy a product. They may be in-pack, on-pack, or delivered through the mail. Rebates are a partial refund of the purchase price, usually provided after the sale has been made. Bonus packs offer extra product at no extra cost, while price-off packs offer a discount on the purchase price. Sweepstakes are a contest that awards prizes based on chance.

Question 16

A company newsletter is an example of ________.

Accepted Answer

A company newsletter is a form of internal PR, as it is used to communicate news and updates to employees within a company. It is not an example of media relations, sponsorship, corporate identity, or publicity.

Question 17

________ is the promotional tool used to build interest in or encourage purchase of a good or service during a specified period.

Accepted Answer

Sales promotion is the promotional tool used to build interest in or encourage purchase of a good or service during a specified period. Sales promotions can include things like discounts, coupons, contests, and other incentives that encourage customers to buy during a limited time period.

Question 18

An ad for Ford did not advertise any cars,but instead explained the meaning of the company's slogan,"no boundaries." This ad is an example of ________.

Accepted Answer

Institutional advertising focuses on promoting a company's overall image or brand rather than specific products. In this case, the ad is explaining the meaning behind the company's slogan, which falls under institutional advertising.

Question 19

Lobbying,or building and maintaining relations with legislators and government officials to influence legislation and regulation,is part of ________.

Accepted Answer

Lobbying is a key component of public relations, as it involves building and maintaining relationships with government officials to influence legislation and regulation. Public relations is broader than lobbying, as it also includes tactics such as media relations, reactive PR, and crisis management.

Question 20

____________ in the form of logos,stationery,brochures,signs,business forms,business cards,buildings,uniforms,and company trucks can be used to help a company create an identity that the public immediately recognizes.

Accepted Answer

Corporate identity materials, such as logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company trucks, are specifically designed to create a recognizable identity for a company. By consistently using these materials, a company can establish a strong brand identity that the public will associate with the company. Direct marketing, social marketing, public service activities, and sponsorships may also contribute to a company's brand identity, but they are not specifically designed for that purpose.

Quiz 13: One to Many: Advertising, public Relations, and Consumer Sales Promotions

An example of a(n) ________ is an airline's practice of awarding customers points for miles traveled that can be turned in for free airline trips.