Question 1

If a consumer is shown a particular advertisement and asked if she has seen it before, a(n) __________ is being performed.

Accepted Answer

A recognition test is when a consumer is shown a particular advertisement and asked if they have seen it before. This helps to measure the effectiveness of the advertisement in terms of its ability to leave a lasting impression on the target audience. A pre-test is done before the advertisement is launched to evaluate its potential effectiveness, a consumer jury test is a focus group that evaluates advertisements, an unaided recall test asks consumers to recall an advertisement without any hints or cues, and an aided recall test asks consumers to recall an advertisement with the help of prompts or hints.

Question 2

The marketing department at Bunnings submits one page of typewritten copy to national newspapers and news websites to announce its one-day, nationwide event to clean up local parks.This is an example of a:

Accepted Answer

This is a news release, which is a written communication submitted to news outlets to announce news or events related to a company or organization.

Question 3

The final stage of the selling process is:

Accepted Answer

Following up is the final stage of the selling process, where the salesperson ensures customer satisfaction and maintains the relationship after the sale is completed.

Question 4

__________ is communication in the form of a news story about an organisation or its products that is transmitted through a mass medium at no charge.

Accepted Answer

Publicity refers to the dissemination of information about a company or its products through a mass medium, such as a radio, television, or newspaper, without any cost to the company. Publicity is distinct from advertising because it is not paid for by the company, and it is not under the control of the company. Instead, it is determined by editors, reporters, or producers who decide whether to run a story, and if so, how to cover it. Publicity can be positive or negative, depending on how the story is portrayed.

Question 5

The stage of the personal selling process in which the salesperson attempts to make a favourable impression, gather information about the customer's needs and objectives, and build a rapport with the prospective customer is called:

Accepted Answer

The approach stage is where the salesperson makes initial contact with the prospective customer, aiming to create a positive impression, understand their needs, and establish a relationship.

Question 6

A television advertisement for Miracle-Gro lawn fertiliser indicates that the product is available at Mitre 10 and Bunnings.This form of sales promotion is called:

Accepted Answer

Dealer listing is a form of sales promotion where the manufacturer or supplier of a product lists the names of retailers, distributors or resellers where a product can be found or purchased. In this case, the Miracle-Gro lawn fertiliser advertisement mentions that the product is available at Mitre 10 and Bunnings, which is a form of dealer listing. Cooperative advertising involves collaboration between manufacturers and retailers to promote a product, push money involves offering financial incentives to retailers for selling a product, a dealer loader involves offering extra products to retailers at no extra cost, and an advertising allowance involves a manufacturer reimbursing retailers for advertising costs for a specific product.

Question 7

The effectiveness of an advertising campaign can be measured:

Accepted Answer

The most effective way to measure the effectiveness of an advertising campaign is by conducting pre-tests before the campaign begins to gauge its potential impact, inquiries during the campaign to make necessary changes, and post-tests after the campaign's completion to evaluate its success. This helps in determining whether the campaign was effective or not and allows for adjustments to be made accordingly. Therefore, option E is the best choice.

Question 8

Use the following to answer questions 
The Toyota Corporation is developing its promotional plan for the coming year and is considering several types of advertising to communicate its messages.Toyota will likely advertise its new vehicle, the Venza, on TV and in major national magazines.It is possible that the ads could focus on the features of the Venza and its most likely competitor, the Ford Edge.Other ads may feature all of the Toyota models together, while mentioning only the Toyota brand and its company's strengths.Finally, Toyota will probably continue to advertise updates of its cash cow brands, the Camry and its hybrid SUVs.
-If the ads include both the Venza and the Ford Edge, they would be examples of:

Accepted Answer

If the ads focus on the features of both the Venza and the Ford Edge, they would be comparative advertising, as they are directly comparing the two products.

Question 9

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

Accepted Answer

The answer of Which of the following is an example...

Question 10

A major benefit of using event sponsorship is that it:

Accepted Answer

Event sponsorship can result in significant media coverage for the sponsoring company, often at little to no cost. This media coverage can include pre-event promotions, coverage of the event itself, and post-event follow-ups. This exposure can help to increase brand awareness and reach a larger audience.

Question 11

A salesperson finds and analyses information about each prospect's specific product needs, current use of and feelings about brands, and personal characteristics during:

Accepted Answer

Pre-approach is the stage where a salesperson gathers information about the prospect and analyzes their needs, current use of brands, and personal characteristics. This information helps the salesperson to approach the prospect in a customized way that meets their specific needs. Prospecting is the stage where a salesperson identifies potential customers, approaching the customer is the stage where the salesperson makes their pitch to the prospect, sales training is the stage where the salesperson is trained and educated about sales techniques, and sales planning is the stage where the salesperson plans their sales strategy for a given period.

Question 12

When a manufacturer rewards retailers based on the number of pieces moved through their scanners, this sales promotion method is known as a:

Accepted Answer

A scan-back allowance is a sales promotion method where a manufacturer rewards retailers based on the number of pieces scanned at the retail level. It is also known as a scan-count allowance.

Question 13

The physical arrangement of the illustration, headline, sub-headline, body copy and signature is called the:

Accepted Answer

The physical arrangement of the illustration, headline, sub-headline, body copy, and signature is known as the layout. It is the process of arranging and positioning different elements on a page in a way that creates a visually appealing and effective design. The layout is an essential aspect of graphic design and is responsible for the overall structure and composition of a design. Therefore, the correct choice is D, layout.

Question 14

Frequent-user incentives, demonstrations and point-of-purchase displays are all examples of sales promotion techniques most likely to be used:

Accepted Answer

Retailers often use sales promotion techniques like frequent-user incentives, demonstrations, and point-of-purchase displays to attract and retain customers, increase sales, and enhance the shopping experience.

Question 15

A __________ is a gift to a retailer who purchases a specified quantity of merchandise.

Accepted Answer

A dealer loader is a type of trade promotion where retailers receive a gift or incentive for purchasing a specific quantity of merchandise. It is often used to encourage retailers to promote and sell products to their customers.

Question 16

Janetta Vactor tells her sales manager that she will be devoting more effort to __________ in the coming weeks, as her list of potential customers had dwindled below the level of 30 firms recommended by the selling plan.

Accepted Answer

Janetta Vactor is indicating that she will be putting more effort into finding new potential customers, which is the definition of prospecting.

Question 17

As a promotional strategy, the use of coupons strives to achieve all of the following except:

Accepted Answer

Coupons are typically used to offer discounts or incentives, not to demonstrate product usage.

Question 18

Aaron Epstein, a retail salesperson at a jewellery store, tells a colleague that during the second quarter he is going to sell all the Elance watches he can and use his extra earnings to go to Bali.He exclaims, 'Can you believe the __________ program they have going for this quarter?'

Accepted Answer

Push money, also known as spiffs, are bonuses or incentives given to salespeople to push specific products or meet certain sales goals. In this case, Aaron is incentivized to sell as many Elance watches as possible to earn extra money for his trip to Bali. The other options, such as buying allowance, merchandise allowance, dealer loader, and sweepstakes, do not fit the context of the situation described.

Question 19

An arrangement in which a manufacturer pays a certain amount of a retailer's media costs for advertising the manufacturer's products is called:

Accepted Answer

The arrangement described is known as cooperative advertising. In this type of promotion, the manufacturer and the retailer share the cost of advertising the manufacturer's products. The manufacturer pays a portion of the retailer's media costs in exchange for the retailer featuring the manufacturer's products in the advertisement. This helps both parties by increasing the visibility and sales of the manufacturer's products and driving traffic to the retailer's store.

Question 20

Sometimes retailers are offered temporary price reductions for purchasing specified quantities of a product.These offers are used to provide an incentive for handling a new product, achieve a temporary price reduction or stimulate the purchase of an item in large quantities.What is this type of sales promotion called?

Accepted Answer

This type of sales promotion is called a buying allowance, as it incentivizes the retailer to purchase a specified quantity of a product through a temporary price reduction.

Quiz 12: Integrating Marketing Communications