Question 1

Sales promotion is a promotional tool generally used to stimulate consumer buying and dealer effectiveness.

Accepted Answer

Sales promotion is a short-run tool used to stimulate increased demand.

Question 2

IMC stands for interactive marketing communications.

Accepted Answer

IMC stands for integrated marketing communications.

Question 3

Corporate blogs are those monitored by major search engines such as Google and Yahoo!

Accepted Answer

Corporate blogs are those sponsored by a company or one of its brands and maintained by one or more of the company's employees.

Question 4

Promotion is communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence their opinion or elicit a response.

Accepted Answer

Promotion is a marketing communication strategy that aims to inform, persuade and remind potential buyers of a product or service. It is an essential element of the marketing mix and plays a critical role in driving sales and revenue.

Question 5

Black & Mild FT are the only cigars on the market made with "a skillful blend of premium pipe tobaccos and a filter tip for extra smoothness." This feature creates a competitive advantage for the product.

Accepted Answer

A competitive advantage is an aspect of the product that the target market perceives as different from and superior to the competition.

Question 6

Even though a message is received,it will not necessarily be properly decoded; receivers interpret messages based on their own frames of reference.

Accepted Answer

This statement is true. Receivers will interpret messages based on their own background knowledge, beliefs, and experiences, which may lead to different meanings being extracted from the same message.

Question 7

In terms of the AIDA process,public relations has its greatest impact in gaining action from the targets of the message.

Accepted Answer

Personal selling is the tool best suited for gaining action from the target audience.

Question 8

The promotional mix is the combination of promotional tools used to reach the target market and fulfill the organization's overall goals.

Accepted Answer

The promotional mix is a combination of different communication tools that organizations use to reach their target market and achieve their promotional goals. Some common tools in the promotional mix include advertising, personal selling, sales promotion, public relations, and direct marketing. The combination and use of these tools will depend on the nature of the product or service being promoted, the target market, and the overall promotional objectives of the organization.

Question 9

Compared to the other promotion mix tools,personal selling offers the marketer the greatest control over the situation.

Accepted Answer

Personal selling involves direct communication between the salesperson and the customer, which allows the salesperson to adapt the message and approach based on the customer's needs and responses. This level of interaction and customization gives the marketer more control over the situation compared to other promotion mix tools such as advertising or public relations.

Question 10

NutriFoods is concerned that its advertising messages are not getting through to the target market as intended because there are so many advertisements on television and in the magazines in which it advertises. The other ads are examples of noise in the communication process.

Accepted Answer

Noise in the communication process refers to any external or internal interference that disrupts the message being sent or received. In the case of NutriFoods, the abundance of other advertisements on television and in magazines is an example of external noise that may make it difficult for their advertising messages to be heard or seen by their target market.

Question 11

The key benefit of the AIDA concept is that it explains how all promotions influence purchase decisions.

Accepted Answer

The explanatory power of this concept has been much debated.

Question 12

If a business studied its promotional strategies by looking at sales trends and market research,it would be using direct feedback to evaluate its promotional strategies.

Accepted Answer

This is indirect feedback.Direct feedback would imply immediate interaction.

Question 13

From the consumer's point of view,a company's communications are already integrated,no matter how the company itself defines them.

Accepted Answer

From the consumer's perspective, they perceive all the communication from the company as a whole and do not differentiate between different types of communication or channels used by the company. Therefore, a company's communication is already integrated from the consumer's point of view.

Question 14

The elements of the promotional mix include advertising,sales promotion,personal selling,and competitive advantage.

Accepted Answer

The elements of the promotional mix include advertising,sales promotion,personal selling,and public relations.

Question 15

Coca-Cola uses popular magazines,radio,and cable television to promote its products.Coca-Cola uses mass communication.

Accepted Answer

Coca-Cola's use of popular magazines, radio, and cable television shows that they are utilizing mass communication to promote their products.

Question 16

AIDA is an acronym for Attention-Interaction-Desire-Action.

Accepted Answer

AIDA is an acronym for Attention-Interest-Desire-Action.

Question 17

When a marketer sends a message to the target market,the marketer must first decode the symbols used.

Accepted Answer

The receiver decodes the message; the marketer as a sender would encode it.

Question 18

Advertising is any form of impersonal (one-way)paid communication in which the sponsor is identified.

Accepted Answer

Advertising is a form of communication in which the sponsor is identified and it is usually one-way in nature. It is done with the intention of promoting a product, service or idea to a target audience.

Question 19

Promotion is the process by which we exchange or share meanings through a common set of symbols.

Accepted Answer

This is communication. Promotion is communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence an opinion or elicit a response.

Question 20

Effective promotions are designed to either inform,persuade,or remind the target audience.

Accepted Answer

Effective promotions are designed with specific goals in mind, whether it be to inform the target audience about a new product or service, persuade them to purchase it, or remind them of its benefits.

Quiz 16: Promotional Planning for Competitive Advantage