Question 1

Today's public relations departments:

Accepted Answer

Today's public relations departments are shifting their focus towards being more customer-centric. This involves actively listening to customers, addressing their problems and building strong relationships with them. This approach helps to create a positive image of the company and its products, which ultimately leads to increased sales and profitability.

Question 2

Firms with a very limited advertising budget would be very unlikely to use ________ advertising.

Accepted Answer

Television advertising is generally the most expensive form of advertising, making it very unlikely that firms with a limited advertising budget would choose to use it.

Question 3

Bonnie faces the challenge of developing the promotion mix for a new business. Given the uniqueness of the new products and a very limited budget, Bonnie confronts a creditability problem. She realizes that the promotional messages of an unknown firm may be met with skepticism. Bonnie should consider:

Accepted Answer

Since Bonnie is facing a credibility problem with the new products and has a limited budget, using publicity to create a positive image for her firm and products is the best choice. This will help build trust and interest in the new products, without incurring the high costs of traditional advertising methods.

Question 4

Which of the following media enables firms to quickly change their advertising message?

Accepted Answer

Newspapers allow firms to quickly change their advertising message due to their frequent publication schedules, often daily or weekly.

Question 5

Massachusetts Manufacturing has redesigned its promotional strategy. The company now utilizes a system that combines all the elements of their promotion mix to create a more responsive organization providing a consistent message. Massachusetts Manufacturing has adopted a(n):

Accepted Answer

The system that Massachusetts Manufacturing has adopted combines all the elements of their promotion mix, suggesting the use of an integrated marketing communication system. This means that the company is using a coordinated approach to deliver a consistent message across all channels, which creates a more responsive organization.

Question 6

Which of the following statements about global advertising is most correct?

Accepted Answer

Global advertising involves adapting promotional strategies to meet the different needs of consumers in different countries while maintaining a consistent brand image. It is not about developing a single promotional strategy that can be implemented worldwide. Option A is not correct because advertising in foreign markets is an essential element of the promotion mix. Option B is not correct because television may not be the best medium for all markets, and firms need to use different media to connect with audiences in different countries. Option D is not correct because a low-price strategy may not be the best way to promote American goods in foreign markets; instead, firms may need to adopt a value-based pricing strategy that takes into account local market conditions and consumer expectations.

Question 7

One way to see that publicity is handled well by the media is to:

Accepted Answer

Establishing a friendly relationship with media representatives is the best way to ensure that publicity is handled well by the media since it creates goodwill and trust. Paying for it (A) may lead to biased coverage, and asking for the best location or time (D) may not always be feasible or appropriate. Writing good press releases (C) is important but is only one aspect of effective publicity.

Question 8

The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities, such as trade shows, event sponsorships, and contests, is known as:

Accepted Answer

Sales promotion is a type of marketing communication that uses short-term activities to encourage consumers to purchase a product or service. These activities can include trade shows, event sponsorships, and contests, as well as coupons, discounts, and other incentives to drive immediate sales. Sales promotion is distinct from other promotional tools like publicity and public relations, which focus more on long-term brand building and reputation management. Similarly, every day low prices is a pricing strategy, not a promotional tool, and not necessarily a short-term one. Therefore, the best choice for the promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities is sales promotion.

Question 9

Nightbrite Company's ________ relies heavily on advertising, personal selling, and a limited use of product sampling.

Accepted Answer

The promotion mix consists of advertising, personal selling, sales promotion, public relations, and direct marketing. Since Nightbrite Company relies heavily on advertising and personal selling, it is the best fit for this question. Product sampling is only mentioned as a limited use, so it is not a major factor in their promotion mix. Transfer marketing and communication network are not relevant to the given information.

Question 10

When marketing to consumers in the global population, it's important for companies to remember that promoting products:

Accepted Answer

When marketing to global consumers, companies must pay attention to cultural differences and possible translation problems to ensure that their message is effectively communicated and received by the target audience. A global approach may not work as consumers differ in their preferences, needs, and behaviors, and promoting products using personal selling and product sampling may not be practical for all companies. Well-known brands may have an advantage, but promoting products is not always easy or profitable, especially in unfamiliar markets.

Question 11

Consumer research indicates that the public is very concerned about underage drinking. In response, Texas Brewing Company has created a website providing parents with information to help avoid underage drinking in their families. The firm also provides materials to retailers to help train their employees to avoid sales to minors. Publicizing these efforts:

Accepted Answer

Publicizing the efforts of the Texas Brewing Company to address concerns about underage drinking is a key step in a good public relations program. It shows that the company is responsible and concerned about the wellbeing of its consumers and communities, which can enhance its reputation and build positive relationships with customers, retailers, and other stakeholders. It also aligns with social and legal expectations regarding responsible alcohol consumption and sales, which can prevent negative publicity and legal issues.

Question 12

Which of the following statements is the most accurate?

Accepted Answer

Advertising is a major source of revenue for newspapers and magazines, which allows them to offset production costs and distribute the content to consumers at a lower cost.

Question 13

Lenora just finished writing a news release regarding a new product developed by her firm. She intends to e-mail the message to local radio stations and newspapers in hope that they will find the information newsworthy and run a story about the product. Lenora's efforts represent the firm's:

Accepted Answer

Lenora's efforts to distribute a news release to local media outlets in order to generate interest and coverage for her firm's new product is an example of public relations. Public relations involves using various communication tools to build and maintain a positive image and relationship with various stakeholders, including the media, customers, and the community.

Question 14

Indiana Processing promotes its services through Mechanical Engineers Today, a trade magazine that charges Indiana Processing and other companies $5,000 per page for ______________ to help offset the magazine's publishing costs.

Accepted Answer

The sentence specifically mentions that Indiana Processing promotes its services through Mechanical Engineers Today, a trade magazine. This indicates that the company is using advertising to promote its services, and paying $5,000 per page to do so. Publicity and public relations involve generating free media coverage, and trade shows involve exhibiting products or services at industry events, neither of which is mentioned in the sentence. Therefore, the best choice is B, advertising.

Question 15

The management of GamesPeople designed a comprehensive strategy that unifies advertising, personal selling, public relations and sales promotion activities creating a consistent message. This effort to promote a positive brand image represents a(n) ________ program.

Accepted Answer

The description matches the definition of integrated marketing communications, a program that combines different marketing and communication approaches to create a consistent and effective message. The other options, global marketing, interactive promotion, and unified segmentation, do not accurately describe the scenario presented in the question.

Question 16

Which of the following is an advantage of magazine advertising?

Accepted Answer

Magazine advertising typically offers superior color printing and reproduction quality compared to other advertising mediums.

Question 17

Creating a positive brand image by using all the promotional tools in a comprehensive, unified promotional strategy is called:

Accepted Answer

The term that describes creating a positive brand image by using all the promotional tools in a comprehensive, unified promotional strategy is integrated marketing communication (IMC). IMC involves coordinating all aspects of a brand's communications, such as advertising, public relations, sales promotion, and personal selling, to deliver a consistent and compelling message to the target audience. By leveraging multiple communication channels and touchpoints, a company can create a more impactful and sustained brand image.

Question 18

The traditional promotion mix for a firm consists of the:

Accepted Answer

The traditional promotion mix consists of advertising, personal selling, public relations, and sales promotion, which are used to reach a target market. Price, product, and place are components of the marketing mix, but not specifically part of the promotion mix. Marketing intermediaries refer to the distribution channel strategy, which is also not part of the promotion mix.

Question 19

Which of the following statements is the most accurate?

Accepted Answer

Closing is not necessarily the most important step in the selling process, as building rapport, qualifying leads, and delivering a compelling presentation are also crucial. It is not always best to rush to close before the customer can express doubts or concerns, as this can come across as pushy and damage the relationship. Additionally, closing is not always easy, even if the salesperson has done a good job up to that point. The statement that seems most accurate is option C, which acknowledges that closing may involve a trial close, or an attempt to gauge the customer's interest and readiness to buy before committing to a full sale.

Question 20

In the past, ___________________ was an important advertising strategy used in movies. Now it is also used with video games. It can be easily altered to reflect another advertiser, depending upon which advertiser has purchased ad time.

Accepted Answer

Product placement involves incorporating a brand or product into a movie or video game. This strategy was widely used in movies in the past and has now become popular with video games as well. It can be easily altered to reflect another advertiser, depending upon which advertiser has purchased ad time.

Quiz 21: Managing the Marketing Mix: Product, Price, Place and Promotion

Today's public relations departments:

Firms with a very limited advertising budget would be very unlikely to use ________ advertising.

Which of the following media enables firms to quickly change their advertising message?

Massachusetts Manufacturing has redesigned its promotional strategy. The company now utilizes a system that combines all the elements of their promotion mix to create a more responsive organization providing a consistent message. Massachusetts Manufacturing has adopted a(n) :

Which of the following statements about global advertising is most correct?

One way to see that publicity is handled well by the media is to:

The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities, such as trade shows, event sponsorships, and contests, is known as:

Nightbrite Company's ________ relies heavily on advertising, personal selling, and a limited use of product sampling.

When marketing to consumers in the global population, it's important for companies to remember that promoting products:

Which of the following statements is the most accurate?

Lenora just finished writing a news release regarding a new product developed by her firm. She intends to e-mail the message to local radio stations and newspapers in hope that they will find the information newsworthy and run a story about the product. Lenora's efforts represent the firm's:

Indiana Processing promotes its services through Mechanical Engineers Today, a trade magazine that charges Indiana Processing and other companies $5,000 per page for ______________ to help offset the magazine's publishing costs.

The management of GamesPeople designed a comprehensive strategy that unifies advertising, personal selling, public relations and sales promotion activities creating a consistent message. This effort to promote a positive brand image represents a(n) ________ program.

Which of the following is an advantage of magazine advertising?

Creating a positive brand image by using all the promotional tools in a comprehensive, unified promotional strategy is called:

The traditional promotion mix for a firm consists of the:

Which of the following statements is the most accurate?

In the past, ___________________ was an important advertising strategy used in movies. Now it is also used with video games. It can be easily altered to reflect another advertiser, depending upon which advertiser has purchased ad time.