Question 1

_____ are promotion tools used to facilitate conversations among people online.

Accepted Answer

A sales promotion is a marketing activity that stimulates consumer buying and dealer effectiveness.

Question 2

According to the AIDA concept,the first step an advertiser must take is to gain the consumers'::

Accepted Answer

"A" stands for attention.

Question 3

A $1-off coupon for a jar of Mott's Applesauce is a form of:

Accepted Answer

A sales promotion is a marketing activity that stimulates consumer buying and dealer effectiveness.

Question 4

Social media include all of the following EXCEPT:

Accepted Answer

A pop-up ad on a Web site would be classified as an advertisement,not as social media.

Question 5

The toy inside of a McDonald's Happy Meal is an example of:

Accepted Answer

A sales promotion is a marketing activity that stimulates consumer buying and dealer effectiveness.

Question 6

Which of the following elements in the promotional mix would be considered a form of two-way communication?

Accepted Answer

Social media is considered two-way communication,though not quite as immediate as personal selling.

Question 7

Sara Blakely,founder of Spanx,had to go to department store managers and convince them that women would want to buy her footless pantyhose.Sara's activity to sell her products is best described as _____.

Accepted Answer

Personal selling is the planned,face-to-face presentations in a conversation with one or more prospective purchasers for the purpose of making sales.

Question 8

Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions?

Accepted Answer

Personal selling involves persona communication.

Question 9

_____ consists of all marketing activities that stimulate consumer purchasing such as coupons,contests,free samples,and trade shows.

Accepted Answer

Sales promotion consists of all marketing activities--other than personal selling advertising,and public relations--that stimulate consumer purchasing and dealer effectiveness.

Question 10

The marketing function that evaluates public attitudes,identifies areas within the organization that are of public interest,and executes a program of action to gain public understanding is:

Accepted Answer

This is a description of how public relations is used in marketing.

Question 11

When Ali saw the Apple iPhone at the AT&T store she knew she had to have one.The salesperson showed Ali all the special capabilities it had and she was able to try it there in the store.According to the AIDA concept,Ali entered the _____ stage.

Accepted Answer

Apple had created a brand preference with the Apple iPhone.

Question 12

Allan went to a Web site that sells digital cameras and read reviews of several different models.He has requested more information about a Kodak camera that appeared to meet his needs,but he is not yet willing to give up his search to find the perfect camera.As far as Kodak is concerned,Allan is in the _____ step of the AIDA concept.

Accepted Answer

Allan is aware of the product,but he is not yet convinced it is the one he wants to purchase.

Question 13

The AIDA concept:

Accepted Answer

The four stages are attention,interest,desire,and action.

Question 14

Marketers use public relations to:

Accepted Answer

Public relations is the marketing function that evaluates public attitudes,identifies areas within the organization the public may be interested in,and executes a program of action to earn public understanding and acceptance.

Question 15

To increase its revenues,US Airways has decided to sell space on the backs of the tray tables to sponsoring companies as a different medium for their promotional messages.The most effective promotional method for US Airways to use to find companies that would like to pay to have their promotional messages delivered to the 100 or so travelers on each of its flights would be:

Accepted Answer

Personal selling is a purchase situation involving a personal,paid-for communication between a buyer and a seller.

Question 16

Toro offered consumers up to a 100% refund if they purchased a Toro snowblower in the summer and it didn't snow much during the subsequent winter.This is an example of _____ designed to stimulate consumer buying.

Accepted Answer

A sales promotion is a marketing activity that stimulates consumer buying and dealer effectiveness.

Question 17

AIDA stands for:

Accepted Answer

The AIDA concept assumes that promotion propels consumers along these four steps in the purchase-decision process.

Question 18

All of the following are examples of sales promotion EXCEPT:

Accepted Answer

Transit cards are advertisements on buses and taxis and at bus stops.

Question 19

Which of the following outlines a sequential four-step process for achieving promotional goals?

Accepted Answer

The acronym stands for attention,interest,desire,and action and represents the stages of consumer involvement with a promotional message.

Question 20

Which of the following statements about the characteristics of the elements in the promotional mix is true?

Accepted Answer

There is little control over message content with public relations.Personal selling reaches large audiences slowly.Sales promotions are usually indirect and impersonal.The message flow with advertising is one-way.

Quiz 16: Promotional Planning for Competitive Advantage

_____ are promotion tools used to facilitate conversations among people online.

According to the AIDA concept,the first step an advertiser must take is to gain the consumers'::

A $1-off coupon for a jar of Mott's Applesauce is a form of:

Social media include all of the following EXCEPT:

The toy inside of a McDonald's Happy Meal is an example of:

Which of the following elements in the promotional mix would be considered a form of two-way communication?

Sara Blakely,founder of Spanx,had to go to department store managers and convince them that women would want to buy her footless pantyhose.Sara's activity to sell her products is best described as _____.

Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions?

_____ consists of all marketing activities that stimulate consumer purchasing such as coupons,contests,free samples,and trade shows.

The marketing function that evaluates public attitudes,identifies areas within the organization that are of public interest,and executes a program of action to gain public understanding is:

When Ali saw the Apple iPhone at the AT&T store she knew she had to have one.The salesperson showed Ali all the special capabilities it had and she was able to try it there in the store.According to the AIDA concept,Ali entered the _____ stage.

The AIDA concept:

Marketers use public relations to:

Toro offered consumers up to a 100% refund if they purchased a Toro snowblower in the summer and it didn't snow much during the subsequent winter.This is an example of _____ designed to stimulate consumer buying.

AIDA stands for:

All of the following are examples of sales promotion EXCEPT:

Which of the following outlines a sequential four-step process for achieving promotional goals?

Which of the following statements about the characteristics of the elements in the promotional mix is true?