Question 1

Which of the following is true of advertising in the new marketing communications model?

Accepted Answer

The new marketing communications model is heavily focused on digital media, and advertisers are increasingly shifting their advertising budget towards it. This allows for more targeted and measurable advertising, and higher ROI.

Question 2

Which of the following is true of consumers in the new marketing communications model?

Accepted Answer

With the advent of the internet and social media, consumers now have access to a wealth of information about products and brands. They can research products on their own, read online reviews, and engage with brands directly on social media. This has made consumers better equipped to find product and brand information on their own.

Question 3

In a promotion mix, ________ involves personally connecting with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.

Accepted Answer

Direct marketing involves personalized interactions with individual consumers to get immediate responses and build long-term relationships. This can be achieved through various channels such as email, direct mail, social media, telemarketing, and more.

Question 4

Window Concepts has introduced a new line of windows that offer the same benefits as solar panels in reducing heating and cooling costs in homes. The state-of-the-art windows will also contribute to the slowing of global warming while providing energy reliability. The company sends a team of representatives to the National Doors and Windows Trade Show to promote the new line of windows. Which promotion mix tool has Window Concepts used in this scenario?

Accepted Answer

The promotion mix tool used by Window Concepts in this scenario is personal selling, as they have sent a team of representatives to promote the new line of windows at the National Doors and Windows Trade Show.

Question 5

________ tends to legitimize products, is very expressive, allows brand or company dramatization, and can build up a long-term image for a product.

Accepted Answer

Television advertising has the ability to legitimize products by presenting them in a professional and authoritative manner. It is also highly expressive, allowing for the dramatization of the brand or product. Through repeated exposure, television advertising can build a long-term image for a product and establish it in the minds of consumers.

Question 6

A firm that sends e-mail updates to customers about new products is engaging in personal selling.

Accepted Answer

Sending e-mail updates is not considered personal selling, as it does not involve direct interaction and persuasion with the customer.

Question 7

Which of the following is an effect of the advancement of technology on marketing?

Accepted Answer

With the advancement of technology and the rise of the internet, consumers now have access to a wide range of information, making them less reliant on marketer-supplied information.

Answer: D
 The advancement of technology has allowed marketers to more easily reach large audiences through mass-marketing techniques such as social media advertising and email marketing.

Question 8

In a marketing communications mix, ________ refers to any short-term incentive that encourages the purchase or sale of a product or service.

Accepted Answer

Sales promotion refers to any short-term incentive that encourages the purchase or sale of a product or service, such as discounts, coupons, contests, or free samples. Advertising, personal selling, crowdsourcing, and public relations are other components of the marketing communications mix that serve different purposes.

Question 9

In a promotion mix, ________ performs the functions of building a good rapport with entities outside the company, building up a good corporate image, and handling unfavorable rumors and events.

Accepted Answer

Public relations performs the functions of building a good rapport with entities outside the company, building up a good corporate image, and handling unfavorable rumors and events. Personal selling involves face-to-face communication to persuade customers to make a purchase, sales promotion offers incentives to customers to buy products, direct marketing involves sending personalized messages to customers, and advertising promotes products or services through various channels.

Question 10

Studio 19 is a dance studio geared to adults who want to learn ballroom and Latin dance. When individuals call the studio, they're encouraged to access the Web site to receive a $25 e-coupon entitling them to a free half hour of dance instruction. Once they become patrons, text messages are sent to share news about featured dance instructors and upcoming special events. Which of the following promotion mix tools does Studio 19 employ to reach target customers?

Accepted Answer

Studio 19 employs direct marketing through e-coupons and text message updates to reach their target customers.

Question 11

Power Pro, a leading manufacturer of lawn and garden equipment, releases a new line of cordless, lightweight, electric weed trimmers. To boost sales, Power Pro issues a 50 percent off coupon to the first 100 buyers at all Home Depot stores in the Northeast. Which element of the promotion mix has Power Pro used in this scenario?

Accepted Answer

Power Pro has used a sales promotion tactic by issuing a 50 percent off coupon to boost sales for their new line of electric weed trimmers.

Question 12

Lush Lawns, a new landscaping company, uses the same logo and shade of green in all forms of communication including its online ads, truck signage, Web site, and business cards. Which technique is being used by Lush Lawns to promote its business?

Accepted Answer

Lush Lawns is using integrated marketing communications by ensuring consistency in its branding through various forms of communication. This helps in building a strong brand image and enhances brand recall.

Question 13

________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Accepted Answer

Advertising specifically refers to a paid form of promotion that is nonpersonal (meaning it is not face-to-face communication between seller and prospective customer) and is sponsored by an identified entity. Sales promotion, personal selling, public relations, and direct marketing all refer to different types of promotional activities, but they may not necessarily be paid or nonpersonal.

Question 14

What is a promotion mix? Define the major tools used in a promotion mix.

Accepted Answer

The answer of What is a promotion mix? Define the...

Question 15

Greentech is launching a line of miniature solar chargers for laptops, cellphones, and other electronic devices. The chargers are compact, affordable and the green energy technology is a value-added benefit for both the company and consumers. Which of the following would qualify as an advertisement for Greentech's new solar chargers?

Accepted Answer

The answer of Greentech is launching a line of miniature...

Question 16

ColaBlue, a soft drink manufacturer, is sued by an environmental group for not meeting certain safety standards in its waste disposal. ColaBlue remedies the problem by adding higher-grade filters and purifiers. Which of the following actions by ColaBlue would constitute a public-relations effort to address the effects of the lawsuit and the consequent damage to its brand image?

Accepted Answer

Holding a press conference to explain the remedial steps that ColaBlue has taken would be the most effective public-relations effort to address the effects of the lawsuit and the consequent damage to its brand image. This allows the company to directly address the concerns of the public and show that they are taking responsibility for their actions and making changes to ensure the safety of their products. The other options do not directly address the issue at hand and may not effectively restore the public's trust in the brand.

Question 17

Which of the following is a function of an integrated marketing communications system?

Accepted Answer

The primary function of an integrated marketing communications system is to deliver a consistent and clear message about the product or brand to every contact point. This includes all forms of communication such as advertising, sales promotions, events, public relations, and personal selling.

A, B, C, and E are not directly related to the function of an integrated marketing communications system. Designing products with environmentally friendly techniques is related to product development, allowing suppliers or vendors to manage inventory is related to supply chain management, controlling production levels by feedback received from customers is related to production management, and sharing company forecasting details with shareholders is related to financial management.

Question 18

Rather than just creating and placing "TV ads" or "print ads" or "Snapchat branded story ads," many marketers now view themselves more broadly as ________ managers.

Accepted Answer

Marketers are increasingly focusing on content marketing, which involves creating and distributing valuable, relevant, and consistent content to attract and engage a target audience, rather than just placing traditional ads.

Question 19

Which of the following is true of marketing strategies that are being developed in the new marketing communications model?

Accepted Answer

The new marketing communications model emphasizes more targeted, social, and engaging marketing strategies, as opposed to the traditional mass marketing approach. This is driven by the rise of digital media and social networks, which enable companies to reach specific customer segments with personalized and interactive messages. Therefore, option A is the correct choice. Option B (targeting larger segments) is not accurate because the trend is towards niche and micro-segmentation. Option C (relying on mass media) is not correct because the focus is on integrated and multi-channel marketing. Option D (using little alternative media) is not accurate because the new model involves a variety of media channels and formats. Option E (having more print ads) is not true because the shift is towards digital and mobile channels.

Question 20

In a promotion mix, ________ occurs when a firm's sales force makes individual presentations to consumers for the purpose of promoting sales and building customer relationships.

Accepted Answer

Personal selling involves the use of a company's sales force to make individual presentations to customers in order to promote sales and build customer relationships. Advertising involves the use of mass media channels to promote a product, while public relations involves managing a company's image and reputation through various communication strategies. Crowdsourcing involves gathering information or ideas from a large group of people, and merchandising involves the display and promotion of a product in a retail environment.

Quiz 12: Engaging Consumers and Communicating Customer Value: Advertising and Public Relations