Question 1

Suppose the company you work for wants to use publicity to raise public awareness of the company's products. Which of the following would be among the issues addressed in its publicity releases?

Accepted Answer

Publicity releases would focus on new uses for old products, as this would generate interest and attention from the public. Changes in credit terms, visits by famous persons, athletic events, and employment gains are not directly related to the company's products and would not be as effective in raising public awareness.

Question 2

A return of part of the purchase price to the consumer is known as a

Accepted Answer

A rebate is a return of part of the purchase price to the consumer. Premiums are gifts or special offers given to customers for making a purchase, samples are free products given to consumers to try, point-of-purchase coupons are discounts offered at the time of purchase, and discounts are reductions in the price of a product or service. Therefore, the best choice is B.

Question 3

If Levi Co. offers to pay JCPenney to have its jeans included in JCPenney's anniversary sale ad, this would be an example of

Accepted Answer

Levi Co. offering to pay JCPenney to have its jeans included in JCPenney's anniversary sale ad shows a collaborative effort between the two brands to promote the Levi Co. jeans during the sale. This is an example of cooperative advertising where two or more brands pool their resources to advertise together.

Question 4

In preparing for summer sales, Sunsheen Tanning Products is placing in its retail outlets life-size cardboard cutouts of this year's Miss Tan America that attach to existing store displays. The cutout, featuring Miss Tan America in a bikini holding a bottle of lotion, is an example of a(n)

Accepted Answer

The life-size cardboard cutout attached to store displays is an example of a point-of-purchase display, which is a marketing tactic aimed at influencing a customer's purchasing decision at the point of sale.

Question 5

A 3,000-word piece written about a product by the company that owns or is responsible for the product is a

Accepted Answer

A 3,000-word piece written about a product by the company that owns or is responsible for the product is a feature article. This type of article is typically written to provide in-depth information about a product, its features, benefits, and uses. It may also include interviews with experts or customers who have used the product. Feature articles are often used in marketing and promotional campaigns to generate interest and increase sales.

Question 6

Ski XYZ Company manufactured too many ski jackets, overestimating the quantity retailers would purchase. So Ski XYZ has offered its customers a lower cost of purchase, 20 percent lower, if they reorder ten or more jackets. The company is displaying an example of what?

Accepted Answer

The answer of Ski XYZ Company manufactured too many ski...

Question 7

A free decorated plastic storage box given with the purchase of Huggies Gentle Care Sensitive Baby Wipes is an example of

Accepted Answer

A premium is an extra item offered to customers who purchase a particular product. In this case, the decorated plastic storage box is given as a bonus item with the purchase of Huggies Gentle Care Sensitive Baby Wipes. This strategy is used by companies to increase sales and brand loyalty.

Question 8

Sales promotion methods include all of the following except

Accepted Answer

Sales promotion methods include premiums, coupons, rebates, and frequent-user incentives. News releases are not a sales promotion method, but rather a public relations tool used for generating media coverage and publicity.

Question 9

Jersey Mike's Sub Shop offers its customers a card to stamp each time they buy a sandwich. When the card is full, the customer can redeem it for a free sandwich. This sales promotion is a

Accepted Answer

The sales promotion described is a frequent-user incentive because it rewards customers for repeat purchases.

Question 10

General Mills is planning a sales promotion to stimulate wholesalers and retailers to carry a new line of cake mixes and to market the mixes aggressively. What type of sales promotion should General Mills use?

Accepted Answer

The answer of General Mills is planning a sales promotion...

Question 11

When Fashion Fair Cosmetics offers marketing assistance to resellers that buy its products, it is engaging in what type of promotion technique?

Accepted Answer

Fashion Fair Cosmetics is offering marketing assistance to resellers, which is a trade sales promotion method. This helps incentivize resellers to purchase their products and sell them to customers.

Question 12

Coca-Cola provides a children's center with props, costumes, and decorations for use in a community play. This type of activity is known as

Accepted Answer

This activity is an example of sponsorship, where Coca-Cola is providing support and resources to a community play.

Question 13

Every year in the city of Phoenix there is a Home and Garden Show that is open to the public and features hundreds of exhibits from local companies about ideas for improving their homes and gardens. This Home and Garden Show is a

Accepted Answer

The Home and Garden Show in Phoenix is a trade show, as it brings together companies in the home and garden industry to showcase their products and services to the public. A trade show is an event where companies in a specific industry come together to display their products, services, and ideas to potential customers and other industry professionals.

Question 14

Sponsoring programs on public television is an example of

Accepted Answer

Sponsoring programs on public television is considered a public-relations activity because it helps build goodwill and a positive image for the sponsor among the program's audience, without directly selling a product or service.

Question 15

Mattel wants to announce some new educational benefits associated with one of its new product lines. The company writes a report of about 300 words and sends it to the media. This is called a

Accepted Answer

A news release, also known as a press release, is a written communication meant to announce something newsworthy to the media. In this case, Mattel is announcing new educational benefits associated with one of its new product lines. The report is typically about 300 words and includes all the necessary information to help the media understand and share the news with their audiences.

Question 16

Which of the following is not a category in which the largest number of coupons are distributed?

Accepted Answer

Coupons for alcohol are regulated in many states and may not be legal, so there are usually less distributed than coupons for other products, such as paper products or frozen food.

Question 17

Information about a company, its employees, or its products that is published or broadcast in the mass media free of charge is called

Accepted Answer

Publicity refers to information about a company, its employees, or its products that is disseminated in the media without any cost to the company. It is not the same as advertising, which involves paid promotion. Notoriety refers to negative publicity or infamy, and promotion refers to a range of marketing activities. Personal selling involves direct communication between a salesperson and a potential customer.

Question 18

A shelf dispenser in a supermarket provides pieces of paper that offer $1.00 off any Thermasilk hair care product. Customers can redeem their savings at the time of purchase. This sales promotion is a

Accepted Answer

The shelf dispenser providing a $1.00 off coupon that customers can redeem at the time of purchase is a coupon promotion.

Question 19

All of the following are examples of sales promotion except

Accepted Answer

Direct-response advertising is a type of advertising that prompts an immediate response, such as purchasing a product or service. It is not considered a sales promotion because it is not a short-term incentive to encourage immediate sales. The other options (rebate, sample, premium, point-of-purchase display) are all examples of sales promotion, which are short-term incentives designed to encourage customers to make a purchase.

Question 20

Which of the following is not a public relations tool?

Accepted Answer

Trade show is not a public relations tool, but rather a marketing tool used to promote products and services to potential customers. The other options listed are all commonly used public relations tactics.

Quiz 15: Developing Integrated Marketing Communications