Question 1

A company outing like the huge road rallies organized by Harley Davidson to reinforce loyalty towards their product is an example of___________.

Accepted Answer

A company outing like a road rally organized by Harley Davidson is an example of sponsorship and special events. It is a way to promote loyalty towards the Harley Davidson brand by creating a positive and engaging experience for customers, which can help to strengthen their connection to the company and its products.

Question 2

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

Accepted Answer

A coupon offering a discount is a clear example of a sales promotion. A news release, a staged dance routine, a television program listing, and a plan to increase sales are not examples of sales promotions.

Question 3

Toro ran a clever preseason promotion on some of its snow blower models, offering some money back if the snowfall in the buyer's market area turned out to be below average.This is an example of a ________.

Accepted Answer

The promotion offered money back, which is a rebate.

Question 4

Keely was invited to examine a free copy of a new magazine called Coastal Living.If she did not enjoy the magazine, she could write "Refused" on the invoice for her subscription, which would arrive about three weeks after the free magazine.The magazine's publisher was using ________.

Accepted Answer

The publisher is using sampling by providing Keely with a free copy of the magazine to try and entice her to subscribe. If she does not enjoy the magazine, she can refuse to subscribe by marking "Refused" on the invoice.

Question 5

An example of a(n) ________ is a five-foot-high cardboard display of Cap'n Crunch next to Cap'n Crunch cereal boxes.

Accepted Answer

A point of purchase (POP) display is a marketing tactic that places merchandise or product displays in prominent areas of a retail store to attract consumer attention and increase product visibility. The example of a cardboard display of Cap'n Crunch is a clear example of a POP display where the goal is to encourage consumers to buy the product.

Question 6

Organic Designs is a small, successful chain of stores offering stylish clothes made of all-organic materials for infants, toddlers, and young children.Most of the Organic Designs stores are located in urban areas.Now Organic Designs is considering using direct marketing to reach potential customers who live outside of the company's existing markets.Which of the following methods of direct marketing would likely be most effective in accomplishing this goal?

Accepted Answer

The answer of Organic Designs is a small, successful chain...

Question 7

An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states, "There are places that are so awesome and so killer that you'd like to tell the whole world about them.But please, don't." This ad uses the ________ appeal.

Accepted Answer

The ad uses a lifestyle appeal by showcasing a scenario where the product (Mongoose mountain bikes) fits into a specific way of life or activity, in this case, biking in remote and rugged terrain. It appeals to consumers who identify with or aspire to this adventurous lifestyle.

Question 8

Some television shows have shown actors drinking a cup of Starbucks coffee.In these instances, Starbucks has chosen ________ as a marketing tool.

Accepted Answer

Branded entertainment is the use of entertainment content as a marketing tool to promote a brand. In this case, Starbucks is using television shows to showcase their product through the actors drinking their coffee, which is a form of branded entertainment.

Question 9

In an attempt to set the company apart from its competitors, United Parcel Service has its employees wear brown uniforms and drive brown trucks.What type of public relations tool is UPS using?

Accepted Answer

UPS is using corporate identity materials to set itself apart from its competitors by using a distinct color scheme for its uniforms and trucks.

Question 10

Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company.She is using ________.

Accepted Answer

Kathy Champe is using press releases to disseminate information about her company's events and fundraisers to members of the media. Press releases are a common tool used by public relations professionals to share information with the media and general public.

Question 11

For which of the following operations would telemarketing efforts likely be the most successful and the most profitable?

Accepted Answer

The answer of For which of the following operations would...

Question 12

Jell-O ads contain the phrase "Make some magic." All Ace Hardware store ads contain the statement "Life is an ongoing project." The American Dairy Farmers run ads that say, "Ahh, the power of cheese." These are all examples of ________.

Accepted Answer

These phrases are all examples of slogans, which are catchy phrases or statements used in advertising to promote a product or brand.

Question 13

In which of the following situations would personal selling be the LEAST cost-effective choice?

Accepted Answer

Personal selling would be the least cost-effective choice for a chain of supermarkets selling convenience products because these types of products typically have a low price point and are sold in high volume, making it impractical to have a salesperson interact with each individual customer. Mass advertising and promotions would be a more effective way to reach a larger audience and drive sales. In contrast, the other situations involve higher-priced or more complex products where personal selling can be more effective in providing information, building relationships, and closing sales.

Question 14

A supermarket chain wants to quickly inform loyal customers who are close to one of the chain's locations of short-term price cuts.Which of the following would be the most effective media vehicle for the chain?

Accepted Answer

Mobile advertising would be the most effective media vehicle as it can quickly reach loyal customers who are close to one of the chain's locations. This allows for targeted and immediate notifications of short-term price cuts, increasing the chance of customers visiting the store and making purchases.

Question 15

A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at fairgrounds across the country.As part of this project, each restroom was to provide fairgoers with a clean oasis featuring aromatherapy, soothing music, constant maintenance, and premium toilet tissue.The use of this brand in this clean-up effort is an example of ________.

Accepted Answer

The use of the brand mascot to help refurbish restrooms and provide amenities is an example of sponsorship. The brand is supporting the fairgrounds by contributing resources and promoting their brand through the project.

Question 16

Fiona Lambrech is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries.Fiona wants to reach a selective market of individuals who have recently donated to international charities.Which of the following types of direct marketing is Fiona most likely to use?

Accepted Answer

Mail order marketing is a type of direct marketing that involves sending out promotional materials to a targeted audience through the mail. This type of marketing is often used by charities to reach potential donors who have a history of donating to international charities.

Question 17

A producer of beverages and snack foods wants to market its products to the 14-to-22-year-old demographic, providing incentives to respond instantly to time-sensitive offers.Which of the following forms of direct marketing would this producer most likely choose?

Accepted Answer

The 14-to-22-year-old demographic is more likely to respond to mobile marketing, particularly through apps, texts, and social media. M-commerce is an effective way to reach this age group and incentivize them to respond quickly to time-sensitive offers. Direct-response TV, telemarketing, catalog marketing, and direct mail are all less likely to appeal to this demographic.

Question 18

An office supply store that pays a discounted price when it orders more than twelve metal filing cabinets is receiving a(n) ________.

Accepted Answer

The answer of An office supply store that pays a...

Question 19

A.Y.McDonald, 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

Regional salespeople selling directly to wholesalers and cities is an example of personal selling, which involves face-to-face communication with potential customers to persuade them to make a purchase.

Question 20

U-Frame-It is a small company that has hired a local ad agency to put together an advertising campaign.Which of the following questions should be addressed before the others?

Accepted Answer

Before determining the budget allocation and media channels, the message objectives of the advertising campaign should be clearly defined. It is important to know what U-Frame-It wants to communicate to its target audience before deciding how and where to advertise. Once the message objectives are established, the budget and media decisions can be made based on what will best achieve those objectives.

Quiz 11: Advertising, Public Relations, Promotions, Direct Marketing and Personal Selling