Question 1

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.

Accepted Answer

Sales promotion is the use of short-term incentives to encourage the purchase or sale of a product or service. Direct marketing is a method of communicating directly with customers through emails, mail, or other channels. Personal selling involves a salesperson interacting with a potential customer in person or over the phone. Public relations and publicity involve managing a company's reputation and generating positive media coverage. None of these fully capture the use of short-term incentives for promoting sales.

Question 2

Advertising has some shortcomings.What is NOT one of them?

Accepted Answer

Advertising can actually reach a large number of people quickly through various channels such as television, radio, billboards, and social media. However, the effectiveness and engagement of the audience may be questionable.

Question 3

'Buy it now' is the message of ________.

Accepted Answer

'Buy it now' is a common message used in sales promotion tactics, such as limited-time offers or discounts, which are designed to encourage consumers to make a purchase immediately. Personal selling involves face-to-face communication between the seller and the buyer, advertising is a paid form of non-personal communication designed to promote a product or service, and publicity involves generating media coverage.

Question 4

Which of the following is NOT an example of a specialised and highly-targeted media that an advertiser might use to reach smaller customer segments?

Accepted Answer

Network television is not a specialized media as it targets a broad audience rather than smaller customer segments. Cable television channels, email, blogs, and online social networks are all examples of specialized media that can be used to target specific customer segments.

Question 5

Which of the following is NOT a major category in the promotion mix?

Accepted Answer

Market positioning is not a major category in the promotion mix, as it refers to the process of deciding how a product or brand will be perceived by its target market, and is more closely related to the overall marketing strategy than to specific promotional tactics. The major categories in the promotion mix include advertising, sales promotion, public relations, and direct marketing.

Question 6

An email from Amazon.com offers free shipping on your next purchase of more than $35.This is an example of ________.

Accepted Answer

This is an example of a sales promotion because it is offering a specific incentive (free shipping) to encourage customers to make a purchase of more than $35.

Question 7

Which of the following is responsible for the shift in how companies and customers communicate with each other?

Accepted Answer

Digital technology has revolutionized communication between companies and customers by enabling instant and direct communication through various digital channels such as social media, email, chatbots, and mobile apps. This shift has transformed how companies interact with customers, leading to increased engagement, personalized experiences, and improved customer satisfaction. Therefore, digital technology is responsible for the significant shift in communication between companies and customers.

Question 8

________ is the company's most expensive promotion tool.

Accepted Answer

Personal selling is the company's most expensive promotion tool as it involves hiring salespeople, training them, and paying them salaries, commissions, and other benefits. It also involves travel and entertainment expenses for salespeople to meet with potential customers. In contrast, advertising, mass media, public relations, and publicity are relatively less expensive promotion tools.

Question 9

A marketing manager for a manufacturer of children's toys is looking for ways to reach potential customers who typically avoid salespeople and advertisements.Which of the following would be the most economical promotional tool for the firm to use?

Accepted Answer

Public relations is the most economical promotional tool among the options provided, as it focuses on creating a positive image and fostering goodwill between the company and its audience, often through media coverage and community involvement, which can be less expensive than direct marketing, sales promotions, personal selling, or creating brand contacts.

Question 10

Advertising,sales promotion,personal selling,public relations and direct marketing are all ________.

Accepted Answer

These five promotional tools should be integrated under the concept of integrated marketing communications to ensure a consistent and cohesive message to the target audience.

Question 11

A company's marketing communications mix is also called its promotion mix.

Accepted Answer

This statement is true. The marketing communications mix includes all the communication tools utilized by a company to reach its target audience, including advertising, sales promotion, personal selling, direct marketing, and public relations. It is also known as the promotion mix.

Question 12

Which of the following is the process of combining the vast reach of television with digital's better targeting,interaction,and engagement?

Accepted Answer

Video convergence refers to the process of combining the reach of television with the targeting, interaction, and engagement of digital media. This allows advertisers to create more personalized and engaging campaigns by leveraging the strengths of both traditional and digital media. The other options listed are not related to this process.

Question 13

Which of the five major promotion tools is concerned with building up a positive corporate image and handling unfavourable rumours,stories and events?

Accepted Answer

Public relations is concerned with building up a positive corporate image and handling unfavourable rumours, stories, and events. It involves managing communication and relationships between a company and its various publics, such as customers, suppliers, employees, investors, and the media. Public relations activities may include press releases, media events, sponsorships, community outreach, and crisis management. Sales promotion, personal selling, direct marketing, and indirect marketing do not specifically focus on corporate image or reputation management.

Question 14

Some advertising industry experts predict the old mass-media communications model will be abandoned in favour of ________.

Accepted Answer

The question implies that the traditional mass-media communications model will no longer be effective, leading to the need for a new approach. Option D, new technologies, would likely be the most viable solution. The rise of digital media and social media platforms has transformed the advertising industry, leading to new opportunities and challenges for marketers. Therefore, it is likely that the industry will embrace new technologies to reach and engage with their target audience.

Question 15

Any paid form of non-personal presentation and promotion of ideas,goods or services by an identified sponsor is called ________.

Accepted Answer

Advertising is the paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Sales promotion involves short-term incentives to encourage purchasing, direct marketing involves reaching customers directly through targeted communication, personal selling involves personal interaction with potential customers, and public relations involves building and maintaining relationships with the public and media.

Question 16

Any paid form of non-personal presentation and promotion of ideas,goods or services by an identified sponsor is known as ________.

Accepted Answer

The answer of Any paid form of non-personal presentation and...

Question 17

More companies are adopting the concept of ________,which carefully coordinates the company's many communication channels to deliver a clear,consistent and compelling message about the organisation and its brands.

Accepted Answer

The concept described in the question is that of integrated marketing communications, which refers to the alignment and coordination of various promotional elements to create a unified and consistent message. This includes advertising, public relations, sales promotion, personal selling, direct marketing, and digital media, among others. Adopting an integrated approach helps companies to achieve greater impact and effectiveness in their marketing efforts.

Question 18

Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.

Accepted Answer

The internet and other technologies provide consumers with a wealth of information about products and services, enabling them to search for and evaluate information independent of marketer-supplied information.

Question 19

Danks,a manufacturer of pumps and plumbing valves,employs regional salespeople to sell its products to wholesalers and cities.This is an example of ________.

Accepted Answer

This is an example of personal selling, as the company is employing salespeople to directly sell their products to potential customers.

Question 20

A company's total marketing communications mix consists of a special blend of advertising,sales promotion,public relations,personal selling and direct-marketing tools that the company uses to communicate customer value and build customer relationships.This is also called ________.

Accepted Answer

The term "promotion mix" is often used interchangeably with "marketing communications mix" to refer to the specific combination of promotional tools utilized by a company to reach and engage its target audience. These tools include advertising, sales promotion, public relations, personal selling, and direct marketing, and the goal of the promotion mix is to communicate the value proposition of a company's products or services and build relationships with customers.

Quiz 11: Communicating Customer Value: Advertising and Public Relations