Question 1

Television is an attractive advertising medium because it _____.

Accepted Answer

Television offers mass coverage and flexibility, meaning that it has the ability to reach a large and diverse audience while also allowing for advertisements to be tailored to different demographics and timeslots. It may not be as inexpensive as other advertising mediums and does not provide instant feedback in the same way that online advertising does. While the network audience may be constantly growing, this does not necessarily make it more attractive than other mediums that may reach a more specific or targeted audience.

Question 2

Drelfin Community College purchases golf balls engraved with the words "Drelfin Community College," which are distributed at various college fairs in which it participates.These engraved golf balls are considered _____.

Accepted Answer

Specialty advertising refers to promotional items, like engraved golf balls, that are given away to promote a brand or organization.

Question 3

A disadvantage of using _____ as an advertising medium is their short lifespan.

Accepted Answer

Newspapers have a short lifespan because they are often read once and then discarded, making any advertisement within them short-lived compared to other mediums.

Question 4

Businesses often spend _____ as much on personal selling as on advertising.

Accepted Answer

According to marketing research, businesses often spend five to ten times as much on personal selling than on advertising. This is because personal selling allows for a more personalized and direct approach to customers, which can lead to higher levels of trust and loyalty. However, this can vary depending on the industry and individual company strategies.

Question 5

Fish Filler,a seafood restaurant,provides free drinks with each meal.Fish filler is using _____ to promote its sales.

Accepted Answer

Premiums are items given away for free to customers who purchase a product or service. In this case, Fish Filler is giving away free drinks with each meal, which can be considered a premium. Samples are small amounts of a product given away for free to customers to try before making a purchase, which is not the case here. Rebates are a partial refund of a purchase price offered to customers who submit proof of purchase, which is also not applicable here. Coupons are discounts offered to customers for a specific product or service, but in this case, Fish Filler is not offering a discount, but rather a free item.

Question 6

Companies typically prefer sweepstakes to games or contests because:

Accepted Answer

Companies can predict the number of winners in sweepstakes, which ensures that they can budget for the prizes and avoid unexpected expenses. In games or contests, the number of winners may not be predictable, which creates uncertainty for the company. Option B is incorrect because organizing sweepstakes requires a considerable amount of advertising to promote the contest and attract entrants. Option C is also incorrect because sweepstakes cannot require product purchase to enter, or else it falls under illegal gambling. Finally, option D is incorrect because court rulings have not necessarily favored sweepstakes over other types of promotions.

Question 7

Although a salesperson's work can vary significantly from one company to another,it usually involves a mix of creative selling,missionary selling,and _____.

Accepted Answer

The answer of Although a salesperson's work can vary significantly...

Question 8

Sales of intangible products or services such as insurance often rely heavily on _____.

Accepted Answer

Creative selling is crucial for intangible products or services like insurance because it involves persuasive communication and the ability to convey the benefits of something that cannot be seen or touched.

Question 9

Bell Inc. ,a computer manufacturer,is offering $100 cash back on the purchase of a computer.This is an example of _____.

Accepted Answer

This is a clear example of a rebate, which is an offer in which a customer receives money or a discount after purchasing a product.

Question 10

Informative advertising is most apt to be used in which stage of the product life cycle?

Accepted Answer

Informative advertising is typically used in the introductory stage of the product life cycle when the goal is to create awareness about a new product and educate consumers about its features and benefits. As the product moves into the growth stage, advertising tends to shift towards persuasive and reminder advertising to encourage customers to choose the brand over competitors. In the maturity stage, advertising may focus on differentiation and defending market share, while in the decline stage advertising may be reduced as the product is phased out.

Question 11

Don-its,a coffee shop,uses _____ advertising when it tells people that "hard-working" people prefer its coffee over the coffee sold by its competitor,Moon-beverage.

Accepted Answer

The advertisement is comparing Don-its coffee with Moon-beverage's coffee by saying that "hard-working" people prefer Don-its. This is a comparative advertising strategy to make the brand stand out and seem better than the competitor.

Question 12

Craig,a public relations manager of GBS bank,creates an advertisement that explains how GBS bank has positively influenced the economy of his country.Craig has used _____ advertising.

Accepted Answer

Institutional advertising is used to promote the image or reputation of an organization rather than a specific product or service. Craig's advertisement is promoting the positive impact that GBS bank has had on the economy of the country, which is related to the bank's overall image and reputation.

Question 13

A paid,nonpersonal sales communication usually directed at a large number of potential buyers is known as _____.

Accepted Answer

Advertising is a paid, nonpersonal sales communication that is usually directed at a large number of potential buyers. It can take various forms such as print ads, TV commercials, or social media ads. Sales promotion refers to short-term incentives designed to encourage immediate purchase or sales of a product or service, such as coupons or discounts. Publicity refers to unpaid media coverage or exposure of a company, product, or service. The media mix refers to the combination of different types of communication channels, such as advertising, public relations, and personal selling, used by a company to reach its target audience.

Question 14

A leading manufacturer of exercise bicycles ran a full-page advertisement in a health magazine differentiating the price of its bicycle with that of a leading competitor.The manufacturer is using _____.

Accepted Answer

The manufacturer is using comparative advertising by differentiating the price of its bicycle with that of a leading competitor.

Question 15

_____ advertising is used to promote a specific viewpoint on a public issue as a way to influence public opinion and the legislative process about issues such as literacy,hunger and poverty,and alternative energy sources.

Accepted Answer

Cause advertising is designed to promote a specific viewpoint on public issues to influence public opinion and the legislative process.

Question 16

Companies that provide _____ for NASCAR teams are eager to spend millions in exchange for a direct association with the biggest spectator sport in the United States.

Accepted Answer

NASCAR teams heavily rely on sponsorships to finance their operations. Companies that provide sponsorships receive direct association with the sport and its fans, which can lead to increased brand recognition, loyalty, and sales.

Question 17

Trade promotion is _____.

Accepted Answer

Trade promotion is used to promote goods or services to marketing intermediaries, such as wholesalers, retailers, or distributors, to incentivize them to carry or sell the products to end consumers.

Question 18

Sales personnel employed by companies,such as IBM and Microsoft,who offer technical assistance through consulting in order to promote goodwill for their employers are primarily involved in _____.

Accepted Answer

Missionary selling involves promoting goodwill for the company through activities such as providing technical assistance and consulting. This type of selling is aimed at building relationships and promoting the company's image, rather than directly generating sales.

Question 19

The goal of_____ advertising is to maintain awareness of the usefulness of a product.

Accepted Answer

Reminder-oriented advertising is used to simply remind consumers about a product they may have forgotten about or stimulate repeat purchases. It doesn't try to persuade consumers to change their behavior or convince them that one product is better than another. Its main goal is to keep the product top of mind and maintain awareness of its usefulness.

Question 20

The Federated Credit Union,through its direct-mail promotion,encourages its members to write letters to members of Congress asking them to pass legislation favorable to credit unions.Such promotion is a form of _____ advertising.

Accepted Answer

The promotion is encouraging members to take action (writing letters) in support of a particular cause (favorable legislation for credit unions). This type of advertising is known as advocacy advertising, which aims to influence public opinion and promote a particular viewpoint or cause.

Quiz 13: Promotion and Pricing Strategies