Question 1

What are the three basic tasks of promotion?

Accepted Answer

Effective promotion will inform the target audience,persuade the target audience,or remind the target audience. Often a marketer will try to achieve two or more of these goals at the same time.

Question 2

_____ promotion is used to keep a familiar brand name in the public's mind and is prevalent during the maturity stage of the product life cycle.

Accepted Answer

This is the goal of reminder promotion,which prevails during the maturity stage of the product life cycle.

Question 3

For many years Jell-O gelatin has run advertisements that tell consumers that there is "always room for Jell-O." This is an example of _____ promotion.

Accepted Answer

Reminder promotion is used to keep a familiar brand name in the public's mind and is prevalent during the maturity stage of the product life cycle.

Question 4

Advertising,personal selling,sales promotion,and public relations make up the:

Accepted Answer

These are the four main tools in the promotional mix.

Question 5

The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic.The ads will explain how plastics protect families from food spoilage and contamination.The ads will also describe how tamper-evident plastic seals provide an extra measure of product safety assurance.By trying to change customers' perception of plastic packaging,the council is using _____ promotion.

Accepted Answer

The council is trying to stimulate demand for consumer products packaged in plastics.

Question 6

Persuasion normally becomes the primary promotion goal when entering which stage of the product life cycle?

Accepted Answer

By the time the product enters the growth stage,the target market should have a general product awareness and some knowledge of how the product can fulfill their wants.

Question 7

The goal of persuasive promotion is to:

Accepted Answer

Persuasion generally attempts to motivate a consumer to purchase a product.

Question 8

Starbucks is using a blog to communicate with customers online.The blog is called Ideas in Action.This is an example of:

Accepted Answer

Corporate blog are blogs that are sponsored by a company and maintained by one or more of the company's employees.

Question 9

The receiver's response to a message is _____ to the source.

Accepted Answer

Feedback may be verbal or nonverbal.

Question 10

Mercury Solar Systems uses a video on their web site to show how solar power can be converted to electricity in a home using a photovoltaic system.The video format is used as a(n)_____ format because the average consumer may perceive the product as highly technical.

Accepted Answer

Informative promotion is a necessary ingredient for a highly technical product category.

Question 11

When a doctor asks a pharmaceutical sales representative about the side effects of a new drug the rep was informing the doctor about in hopes that he will prescribe it for patients,it was an example of:

Accepted Answer

Feedback is the receivers' response to a message.

Question 12

_____ is any form of impersonal (one way)paid communication in which the sponsor or company is identified.

Accepted Answer

This is the definition of advertising.

Question 13

Arc Promotional Agency created the first mobile blogging competition and online reality show for SingTel,a telecommunications company in Singapore.The campaign let SingTel customers pick their dream couple and follow their lives through a moblog.SingTel used _____ to communicate with its consumers.

Accepted Answer

Corporate blog are blogs that are sponsored by a company and maintained by one or more of the company's employees.

Question 14

When Heinz introduced its ketchup globally,it first had to deal with the fact ketchup is not a household staple outside the United States.Heinz had to show foreign users how ketchup can be used.Globally,Heinz has had to rely primarily on _____ advertising to convince consumers to want the product.

Accepted Answer

Informative promotion is a necessary ingredient for increasing demand for a product category and is used when the product is introduced.

Question 15

Which type of blog is sponsored by a company or one of its brands and maintained by one or more of the company's employees?

Accepted Answer

Corporate blogs disseminate marketing-controlled information.

Question 16

The promotional mix consists of:

Accepted Answer

The traditional promotion mix tools include advertising,sales promotion,public relations,and personal selling.

Question 17

Which of the following is one of the basic tasks typically performed by promotion?

Accepted Answer

Promotion attempts to inform,persuade,and remind.

Question 18

To increase its revenues,US Airways has decided to sell space on the tray tables to companies that would like to use this unique channel for their promotional messages.In terms of the promotional strategy,the tray tables will be used for:

Accepted Answer

Advertising is a form of sponsor-paid,impersonal one-way mass communication.

Question 19

Informative promotion is generally used:

Accepted Answer

Informative promotion is a necessary ingredient for increasing demand for a product category and is used when the product is introduced.

Question 20

Innovyx is an e-mail marketing service provider.It has a new ad campaign aimed at changing negative perceptions of e-mail.The ads explain how much cheaper e-mail advertising is than traditional advertising and what a high return on investment it can generate if used properly.Finally,the message ends by suggesting that companies who want to promote their products give e-mail a chance to show them what it can do.This promotion has the task of:

Accepted Answer

This promotion is aimed at persuading consumers to change their attitudes and try e-mail.

Quiz 16: Promotional Planning for Competitive Advantage

What are the three basic tasks of promotion?

_____ promotion is used to keep a familiar brand name in the public's mind and is prevalent during the maturity stage of the product life cycle.

For many years Jell-O gelatin has run advertisements that tell consumers that there is "always room for Jell-O." This is an example of _____ promotion.

Advertising,personal selling,sales promotion,and public relations make up the:

Persuasion normally becomes the primary promotion goal when entering which stage of the product life cycle?

The goal of persuasive promotion is to:

Starbucks is using a blog to communicate with customers online.The blog is called Ideas in Action.This is an example of:

The receiver's response to a message is _____ to the source.

Mercury Solar Systems uses a video on their web site to show how solar power can be converted to electricity in a home using a photovoltaic system.The video format is used as a(n) _____ format because the average consumer may perceive the product as highly technical.

When a doctor asks a pharmaceutical sales representative about the side effects of a new drug the rep was informing the doctor about in hopes that he will prescribe it for patients,it was an example of:

_____ is any form of impersonal (one way) paid communication in which the sponsor or company is identified.

Arc Promotional Agency created the first mobile blogging competition and online reality show for SingTel,a telecommunications company in Singapore.The campaign let SingTel customers pick their dream couple and follow their lives through a moblog.SingTel used _____ to communicate with its consumers.

When Heinz introduced its ketchup globally,it first had to deal with the fact ketchup is not a household staple outside the United States.Heinz had to show foreign users how ketchup can be used.Globally,Heinz has had to rely primarily on _____ advertising to convince consumers to want the product.

Which type of blog is sponsored by a company or one of its brands and maintained by one or more of the company's employees?

The promotional mix consists of:

Which of the following is one of the basic tasks typically performed by promotion?

To increase its revenues,US Airways has decided to sell space on the tray tables to companies that would like to use this unique channel for their promotional messages.In terms of the promotional strategy,the tray tables will be used for:

Informative promotion is generally used: