Question 1

Which of the following is true of direct and digital marketing?

Accepted Answer

Direct and digital marketing are ideal for highly targeted marketing strategies that personalize messages and build one-to-one customer relationships.

Answer: C 
 Direct and digital marketing can be presented as company news rather than a sales-oriented message. However, this does not mean that it cannot have a sales objective.

Therefore, both options B and C can be considered valid as true statements about direct and digital marketing.

Question 2

A company that uses telephone marketing to sell its products to customers is most likely using the promotion tool of ________.

Accepted Answer

Telephone marketing is a form of direct marketing, which is a subset of direct and digital marketing that involves directly communicating with customers to promote a product or service. Therefore, the company is most likely using the promotion tool of direct and digital marketing.

Question 3

Which of the following is true of public relations?

Accepted Answer

Public relations is focused on generating positive news and events about a company or brand, and building relationships with stakeholders, rather than directly promoting sales or offering incentives.

Question 4

Which of the following types of promotion tools requires a considerable degree of personal interaction with a customer?

Accepted Answer

Personal selling requires a considerable degree of personal interaction with a customer, as it involves face-to-face communication between a salesperson and a customer to persuade the customer to purchase a product or service.

Question 5

Which of the following is true of personal selling?

Accepted Answer

Personal selling is considered the most expensive promotional tool because it involves direct, one-on-one interaction between the salesperson and the potential customer, requiring significant investment in terms of time, training, and resources.

Question 6

Some marketers now rely almost entirely on digital and social media.

Accepted Answer

With the rise of digital and social media, many marketers have shifted their focus away from traditional forms of advertising and now rely heavily on these platforms to reach their target audience.

Question 7

Which of the following promotion mix approaches involves a producer promoting a product to different channel members who in turn promote the product to customers?

Accepted Answer

The push strategy involves the producer promoting the product to channel members such as distributors, wholesalers, and retailers who then push the product to the end customer. This approach is appropriate when the producer wants to control the distribution of the product and make sure it reaches the intended audience. This typically involves advertising, sales promotion, and personal selling to convince the channel members to carry the product and promote it to their customers.

Question 8

Advertising can reach masses of geographically dispersed buyers at a low cost per exposure.

Accepted Answer

Advertising can be distributed through various mediums such as television, radio, print, digital, and outdoor media. These mediums have the potential to reach a large audience that is geographically dispersed, making it a cost-effective way to expose a product or service to a significant number of potential customers.

Question 9

A pharmaceutical manufacturer offers monetary incentives to its sales representatives to promote a new drug to the medical professionals in their respective geographic territories. This is an example of a ________ strategy.

Accepted Answer

The answer of A pharmaceutical manufacturer offers monetary incentives to...

Question 10

Karen Dodd is employed by Dell and responsible for calling on primary schools in her home state of Maine to promote the company's offerings. She demonstrates the Dell line of products including desktop computers, laptops, and tablets and fields questions from teachers and administrators alike. This is an example of which promotion tool?

Accepted Answer

This scenario describes personal selling, which involves a salesperson interacting directly with potential customers to promote products or services. Karen is visiting schools and demonstrating the Dell products in person, answering questions and addressing concerns. This is a one-on-one interaction that is characteristic of personal selling.

Question 11

Surf's Up, a family-owned business, offers a free surf lesson with the purchase of any surfboard over $200 during the month of May. This is an example of which promotion mix element?

Accepted Answer

This is an example of sales promotion, which involves offering incentives to customers to encourage them to make a purchase. In this case, the free surf lesson serves as an incentive for customers to purchase a surfboard over $200.

Question 12

When a company issues a press release to announce a sizable donation to a national charity, they are using ________ to generate goodwill and maintain a positive corporate image.

Accepted Answer

The act of issuing a press release to announce a sizable donation to a national charity is an example of public relations. The goal of public relations is to maintain a positive corporate image by building a strong and positive relationship with the public. The donation is seen as a positive and selfless act by the company, generating goodwill and enhancing its reputation. Personal selling, sales promotion, direct and digital marketing, and advertising are more focused on generating immediate sales and revenue, rather than building long-term relationships with the public.

Question 13

Which of the following is most likely a difference between advertising and sales promotion?

Accepted Answer

Advertising is focused on building a long-term image and brand awareness, while sales promotion is typically used for short-term effects and driving immediate sales. Therefore, the effects of advertising can be longer-lasting than those of sales promotions. Choice A, C, D, and E are incorrect because they do not accurately describe a key difference between advertising and sales promotion.

Question 14

Which of the following is an example of a combination of sales promotions and direct marketing?

Accepted Answer

The company is using a combination of sales promotion (discount) and direct marketing (sending an email to a customer) to promote their product.

Question 15

The new marketing communications model consists of promotional mixes that are designed to make traditional mass-media obsolete.

Accepted Answer

The new marketing communications model includes a mix of both traditional mass-media and newer digital channels, such as social media and influencer marketing. The goal is to create an integrated approach that reaches consumers through multiple touchpoints. While the role of traditional mass-media may have evolved, it is still a relevant part of the mix for many brands.

Question 16

In a push promotion strategy, the producer promotes a product to channel members who in turn promote it to final consumers.

Accepted Answer

In a push promotion strategy, the focus is on pushing the product towards the final consumers through channel members such as wholesalers, distributors or retailers who help in promoting the product to the end-user or consumers. Therefore, the statement is true.

Question 17

Direct marketing is the optimal promotion tool for building personal and long-lasting relationships with customers.

Accepted Answer

Direct marketing involves communicating directly with customers and building personalized relationships through targeted messages and offers. It allows businesses to collect data and insights about their customers, which can be used to create tailored marketing campaigns and improve customer experience. This personalized approach often leads to increased loyalty and long-term customer relationships.

Question 18

Which of the following is a shortcoming of advertising?

Accepted Answer

Advertising typically only involves one-way communication, meaning that the company or brand is communicating with the customer, but the customer cannot communicate back directly. This can be a shortcoming because it does not allow for a dialogue or personal interaction with the customer.

Question 19

Integrated marketing communications involves carefully coordinating a company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

Accepted Answer

This statement accurately defines integrated marketing communications, which involves aligning all of a company's communication channels (e.g. advertising, PR, social media, etc.) to create a cohesive message that effectively reaches target audiences. By doing so, companies can strengthen their brand identity and maximize the impact of their marketing efforts.

Question 20

Chic Eyewear, a producer of designer eyeglass frames, promotes their new line in national fashion magazines. Chic Eyewear lists the select optical retailers that carry their line at the bottom of their ads. This is an example of a ________ strategy.

Accepted Answer

This is an example of a pull strategy because Chic Eyewear is targeting end consumers through the fashion magazines and providing information on where to purchase their product, which creates demand for the product at the listed optical retailers.

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