Deck 15: Social and Mobile Marketing

Question 1

The ultimate goal of any marketing communication is to:

A)generate desire in customers' minds.
B)drive the receiver to action.
C)create awareness of the company.
D)create awareness about the product.
E)increase customers' interest level in the product.

Answer 1

B

Question 2

ULL is a large manufacturer of consumer products.The company owns more than 120 brands and has a presence in more than 16 countries.However, most of the company's advertisements promote specific brands rather than the company itself.Such advertisements are called advertisements.

A)product-focused
B)operational
C)societal
D)institutional
E)public service

Answer 2

A

Question 3

Which of the following refers to situation in which a brand has a prominent place in people's memories that triggers a response without them having to put any thought into it?

A)favourable action
B)purchase interest
C)purchase desire
D)aided recall
E)top-of-mind awareness

Answer 3

E

Question 4

Which of the following types of advertising communicates to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase?

A)informative
B)persuasive
C)influential
D)reminder
E)convincing

Question 5

Lagged effect refers to:

A)the process of generating awareness in a product's target market.
B)a delayed response to a marketing communication campaign.
C)a flawed marketing message sent to a product's target market.
D)a marketing message sent to an untargeted customer segment.
E)the process of generating interest about a product or company.

Question 6

Rhodus is an electric scooter brand in Canada.The brand has been growing at a high rate for many years.However, the brand's sales growth has declined in the current financial year.The company decides to use mass advertising to take customers back to the brand.This is an example of advertising.

A)convincing
B)influential
C)reminder
D)persuasive
E)informative

Question 7

Once the consumers are aware that a company or product exists, communication must work to:

A)define the objectives of marketing communication.
B)match communication with competitors.
C)create top-of-mind awareness.
D)increase their interest level.
E)instigate aided recall in people's minds.

Question 8

The AIDA model is a common model of the:

A)different channels used to communicate a marketing message.
B)series of approaches that finalize a sales process.
C)different kinds of people who influence a purchase decision.
D)series of mental stages through which consumers move.
E)types of media available to communicate a marketing message.

Question 9

A company chooses product-focused advertisements instead of other types of advertisements.Which of the following is most likely to be the reason for this selection?

A)reminding consumers about procedural issues
B)persuading customers to buy products soon
C)creating awareness about the company
D)reminding consumers of a specific product
E)creating product awareness for public welfare

Question 10

Which of the following types of advertisements is used to inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation?

A)public service advertisements
B)operational advertisements
C)institutional advertisements
D)societal advertisements
E)product-focused advertisements

Question 11

Forster Appliances manufactures and markets home appliances.The firm decides to market vacuum cleaners in a developing nation where the product category is not present.Before product launch, the firm uses advertisements that are mainly intended to create consciousness about the product and the company.Such advertisements are called advertisements.

A)influential
B)persuasive
C)reminder
D)convincing
E)informative

Question 12

Which of the following types of advertising is communication used to make consumers think of a product again or to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle?

A)informative
B)persuasive
C)influential
D)reminder
E)convincing

Question 13

Which of the following types of advertisements are used to inform, persuade, or remind consumers about a specific good or service?

A)public service
B)operational
C)institutional
D)societal
E)product-focused

Question 14

Most customers refer to Windows, a product from Microsoft, when asked about an operating system.This sort of customer association relates to the stage of the AIDA model.

A)interest
B)action
C)desire
D)decision
E)awareness

Question 15

Mask Inc.is a leading media company in Canada.It has a reputed brand and is treated as a trusted source of information by Canadians.The company plans to enter Europe and wants to build the same kind of reputation in the European markets.Mask Inc.advertises to familiarize Europeans with the company and its reputation in Canada.This is an example of advertising.

A)product-focused
B)societal
C)operational
D)institutional
E)public service

Question 16

Which of the following is an example of an institutional advertisement?

A)an advertisement to promote a soft-drink brand
B)an advertisement to discourage smoking
C)an ad to promote a company's goodwill
D)an ad to promote a home appliance brand
E)a governmental advertisement for social welfare

Question 17

Which of the following occurs when consumers recognize the brand when its name is presented to them?

A)purchase interest
B)purchase desire
C)aided recall
D)favourable action
E)top-of-mind awareness

Question 18

When a product has gained a certain level of brand awareness, firms use advertising to motivate consumers to take action.

A)informative
B)instructive
C)persuasive
D)reminder
E)educational

Question 19

Charles Associates uses mass media advertising to communicate the company's festival products and to urge customers to buy the products during the festival season.This is an example of advertising.

A)informative
B)reminder
C)persuasive
D)instructive
E)educational

Question 20

Australia uses mass media advertisements to promote its tourist places, educational institutions, and industrial corporations in other countries.Such advertisements can be classified as advertisements.

A)public service
B)institutional
C)societal
D)operational
E)product-focused

Question 21

Stealth marketing is a strategy which employs promotional tactics that deliver a sales message:

A)through mass media.
B)in unconventional ways.
C)from an expert source.
D)through visual media.
E)from an inexperienced person.

Question 22

An organization decides to launch a social marketing program.Which of the following is most likely to be the objective of this program?

A)analyzing the productivity levels of the organization
B)increasing the awareness of a new product offering
C)changing the unhealthy product usage by people
D)increasing the awareness of a paid service
E)reminding consumers about its most profitable product

Question 23

Which of the following is a marketing phenomenon in which people are encouraged to pass along a marketing message to other potential consumers?

A)internal marketing
B)viral marketing
C)sales promotion
D)loyalty marketing
E)cooperative advertising

Question 24

The Competition Bureau Canada enforces laws relating to:

A)misleading advertising and deceptive marketing practices.
B)restrictions on broadcasting material.
C)labelling of food products pertaining to nutrition.
D)gender portrayal and racism in Canada.
E)standards and requirements for the safety and sanitation of products.

Question 25

Which of the following offers a discount on the price of specific items when they are purchased?

A)premium
B)deal
C)sweepstake
D)contest
E)coupon

Question 26

Before releasing an action movie, a film company places a 20-minute "making-of" video on YouTube to generate interest for the movie.The video is a hit and reaches more than 1.5 million viewers and is recommended by more than 100000 people.This is an example of:

A)cooperative advertising.
B)loyalty marketing.
C)sales promotion.
D)viral marketing.
E)internal marketing.

Question 27

A company decides to market its products by placing them in a reality TV show that features stunts by celebrities.A likely disadvantage of using this strategy to promote a product is that:

A)sales are likely to decline if the product is shown throughout the show.
B)the firm does not have any control over the way the product is displayed.
C)it is likely to promote brand switching.
D)it is not an effective way to demonstrate the use of a product.
E)it will not encourage higher consumption of existing products.

Question 28

Which of the following refers to the legal exaggeration of praise, stopping just short of deception, lavished on a product?

A)puffery
B)fraud
C)scam
D)cheat
E)scheme

Question 29

Which of the following refers to the application of marketing principles to a public issue to bring about attitudinal and behavioural change among the general public or a specific population segment?

A)institutional announcements
B)operational marketing
C)social marketing
D)process marketing
E)focused announcements

Question 30

A company decides to use POP displays to promote one of its products.Which of the following is most likely to be the objective of this initiative?

A)increasing consumer involvement in the company's marketing activities
B)building goodwill among regular customers
C)promoting brand trial of the company's products
D)establishing a channel for communicating with customers
E)increasing the switching costs associated with the product

Question 31

Viral marketing is a marketing activity that encourages:

A)people to pass along a marketing message to other consumers.
B)the consumption of a product or service through mass media.
C)marketers to sell a product or service at a premium price.
D)purchases by offering huge discounts on products or services.
E)marketers to sell a product or service only through limited distribution channels.

Question 32

A company places large hydrogen balloons in the most happening places to promote the company's brand.The balloons feature only the company's logo.This is an example of
Marketing.

A)product-based
B)social
C)internal
D)process
E)stealth

Question 33

Which of the following legislation establishes standards and requirements for the safety and sanitation of products?

A)Canadian Radio and Television Act
B)The Competition Act
C)Canadian Agricultural Act
D)Health Canada Food and Drug Act
E)Advertising Standards of Canada Act

Question 34

Advertisements that focus on public welfare and are generally sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups are known as:

A)public service announcements.
B)operational advertisements.
C)institutional advertisements.
D)corporate announcements.
E)product-focused advertisements.

Question 35

Which of the following generally enforces federal laws that ensure businesses in Canada operate in a fair and equitable manner?

A)Canadian Telecommunications Commission
B)Canada Health Department
C)Advertising Standards Canada
D)Competition Bureau Canada
E)Canadian Radio-television Commission

Question 36

A type of short-term price reduction, such as a "featured price," is generally called a:

A)premium.
B)deal.
C)rebate.
D)contest.
E)coupon.

Question 37

A company shows, in one of its funny commercials, that an elderly person lives for 250 years after consuming a health drink manufactured by the company.This is an example of:

A)puffery.
B)fraud.
C)scam.
D)cheat.
E)mockery.

Question 38

V Save U is a charitable organization working for the welfare of people in undeveloped countries.The firm advertises in mass media in developed countries to generate funds for their initiatives in underdeveloped countries.These advertisements are best referred to as:

A)institutional advertisements.
B)operational advertisements.
C)public service announcements.
D)corporate announcements.
E)product-focused advertisements.

Question 39

KS Associates is a leading manufacturer of edible plants and processed items.Robert, a retail shop owner, identifies that the nutrition labelling of the company's products is inaccurate and incomplete.Which of the following laws would be most helpful to him in suing the company in the name of the public's welfare?

A)Advertising Standards of Canada Act
B)Canadian Agricultural Act
C)The Competition Act
D)Health Canada Food and Drug Act
E)Canadian Radio and Television Act

Question 40

Which of the following offers an item for free or at a bargain price to reward some type of behaviour, such as buying, sampling, or testing?

A)a premium
B)a deal
C)a sample
D)a coupon
E)a contest

Question 41

Two local newspapers join to introduce a national arts magazine called Across Canada.Experts from both the firms contribute to the magazine and the firms bear the costs equally.This is an example of:

A)product placement.
B)a sales contest.
C)cross-promoting.
D)a loyalty program.
E)co-operative advertising.

Question 42

A particular type of price reduction is referred to as a:

A)sweepstake.
B)rebate.
C)premium.
D)contest.
E)loyalty program.

Question 43

Which of the following refers to the inclusion of a product in nontraditional situations, such as in a scene in a movie or TV program?

A)sweepstake
B)pop display
C)deal
D)contest
E)product placement

Question 44

Which of the following refers to the efforts of two or more firms joining together to reach a specific target market?

A)product placement
B)loyalty program
C)cross-promoting
D)cross-selling
E)co-operative advertising

Question 45

Which of the following refers to a brand-sponsored competition that requires some form of skill or effort?

A)a premium
B)a sample
C)a deal
D)a contest
E)a loyalty program

Question 46

Which of the following is a key difference between sweepstakes and contests?

A)Sweepstakes require customers to use their skills.
B)Contests involve distributing samples of product.
C)Sweepstakes do not involve customers.
D)Contests can be advertised through mass media.
E)Sweepstakes are based on chance or probability.

Question 47

Rhomus Inc.is a Canadian entertainment company that produces and markets TV programs.To generate customer interest for a new program that it is planning to launch, the company asks its target customers, through mass media, to send in creative names for the TV program.The firm announces that it will provide a monetary reward for the selected name.This is an example of a:

A)sampling program.
B)sweepstake.
C)deal.
D)contest.
E)loyalty program.

Question 48

Shopper Corporation gives membership cards to customers that they can use to earn value points every time they shop at a Shopper outlet.The membership card is an example of a:

A)loyalty program.
B)sweepstake.
C)deal.
D)contest.
E)rebate offer.

Question 49

Which of the following is a merchandise presentation typically placed at a store's billing counter?

A)a POP display
B)a sales contest
C)a special deal
D)a marketing contest
E)a loyalty program

Question 50

Change Your A titude is a reality TV show in which participants from varying cultural backgrounds share a house.Marketers advertise in the show by letting the participants use their products and also by displaying products in the house's common areas.This promotional strategy is an example of a:

A)product placement.
B)contest.
C)deal.
D)sweepstake.
E)pop display.

Question 51

Which of the following is the two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision?

A)co-operative selling
B)personal selling
C)trade promotion
D)mass broadcasting
E)consumer promotion

Question 52

Which of the following is an example of a trade channel sales promotion?

A)customer loyalty program
B)co-operative advertising
C)product placement
D)promotional contest
E)point-of-purchase display

Question 53

Topfeast is a leading biscuit brand in Asia.The brand is marketed by AS Foods.The company's major target market is children younger than 15 years of age.To have consumers associate more value with Topfeast products, the company includes small plastic toys in the biscuit packages.This promotional technique is an example of a:

A)coupon.
B)deal.
C)sample.
D)contest.
E)premium.

Question 54

Discounts and allowances are effective incentives used to:

A)maintain or increase inventory levels in the distribution channel.
B)remind customers of an existing brand or company.
C)promote consumer products to consumers.
D)provide special-purpose training to employees.
E)reduce the supply of certain items in the distribution network.

Question 55

Frilays, a company that markets packaged and processed foods in the United States, introduces a new flavour of microwave popcorn.To promote customer trials of the product, Frilays exhibits the products near the checkout counters in many retail outlets.This strategy is an example of a:

A)sales contest.
B)loyalty program.
C)special deal.
D)POP display.
E)marketing contest.

Question 56

Roger Textiles is a leading Canadian apparel manufacturer.To increase the demand for its products, the company advertises that it will give a 20-percent discount to any customers who send the company their Roger Textiles clothing receipt.This is an example of a:

A)sweepstake.
B)rebate.
C)sample.
D)contest.
E)premium.

Question 57

2Beauty is a firm that offers cosmetics and beauty products.The company introduces a new type of wet facial tissue paper.To familiarize target consumers with the product, the company offers the product for free with the company's other offerings.This is an example of offering a:

A)coupon.
B)sample.
C)contest.
D)deal.
E)sweepstake.

Question 58

Which of the following are specifically designed to retain customers by offering premiums or other incentives to customers that make multiple purchases over time?

A)product placements
B)rebates
C)contests
D)sweepstakes
E)loyalty programs

Question 59

Which of the following offers potential customers the opportunity to try a product or service before they make a buying decision?

A)a contest
B)a coupon
C)a sample
D)a deal
E)sweepstakes

Question 60

A sweepstakes is a form of sales promotion that offers:

A)incentives to customers who make multiple purchases over time.
B)potential customers the opportunity to try a product or service.
C)a special type of short-term price reduction to customers.
D)prizes based on a chance drawing of entrants' names.
E)certain items for free or at a bargain price to reward some type of behaviour.

Question 61

The company launches most of its products in Mexico as well.Before it launched its latest product in Mexico, Albesco broadcasted advertisements that created brand awareness.Now the company has changed its advertising messages to tempt customer purchases of the new product.The company is most likely in the stage of AIDA model in Mexico.

A)attention
B)interest
C)desire
D)action
E)development

Question 62

Which of the following refer to major events attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry?

A)product placements
B)sales contests
C)trade shows
D)POP displays
E)loyalty programs

Question 63

Which of the following is a short-term incentive designed to elicit a specific response from the sales force?

A)sales commission
B)bonus payment
C)sales contest
D)bonus
E)sales volume commission

Question 64

A firm decides to offer its monthly top performing salesperson a financial reward of $1,000.This is an example a:

A)sales commission.
B)bonus payment.
C)sales contest.
D)bonus.
E)sales volume commission.

Question 65

The company introduces a new range of electronic toys into Canada.The company targets children between the ages of 5 and 12.To grab the attention of children and their parents, the company creates funny advertisements.Making such funny advertisements relates to the
Stage of the AIDA model.

A)attention
B)interest
C)desire
D)action
E)development

Question 66

Which of the following is a key difference between cold calling and telemarketing?

A)Cold calling typically results in sales whereas telemarketing is not likely to be converted to a sale.
B)Cold calling is considered an intrusion into a customers' privacy whereas telemarketing will not disturb customers.
C)Telemarketing is a form of trade promotion whereas cold calling is a form of personal selling.
D)Cold calling can involve personal meetings whereas telemarketing does not involve personal meetings.
E)Telemarketing is considered an intrusion into a customers' privacy whereas cold calling will
Not disturb customers.

Question 67

The follow-up presents a prime opportunity for salespeople to:

A)solidify the customer relationship.
B)handle the customer's objections.
C)screen and qualify customers.
D)make cold calls to the customers.
E)increase the use of telemarketing.

Question 68

Which of the following is a method of prospecting in which salespeople telephone or go to see potential customers without appointments?

A)product placement
B)sales contest
C)trade show
D)cold calling
E)telemarketing

Question 69

Which of the following is a disadvantage of using measures such as sales, profits, and the number of orders to evaluate salespeople?

A)They assess salespeople's behaviour rather than performance.
B)They are calculated using qualitative methods.
C)Such measures can be highly biased.
D)Such measures may lack objectivity.
E)There is no means of comparison with other salespeople.

Question 70

Which of the following occurs prior to meeting the customer for the first time and extends the qualification of leads procedure?

A)sales presentation
B)lead generation
C)cold calling
D)preapproach
E)objection handling

Question 71

Which of the following is an example of a nonfinancial reward?

A)a free foreign trip
B)a sales commission
C)an annual bonus
D)a volume commission
E)a cash prize from a sales contest

Question 72

Preapproach is considered an extension of the procedure.

A)objections handling
B)qualification
C)sales closing
D)sales follow-up
E)sales presentation

Question 73

Robert, a salesperson, decides to make cold calls to a list of potential customers.Which of the following is the most likely reason why Robert is making cold calls?

A)He wants to provide technical information to the potential customers.
B)He wants to get appointments with the potential customers.
C)He plans to sell high-value products over the phone.
D)He wants to make a sales presentation to customers over the telephone.
E)He wants to overcome the objectives that customers might have.

Question 74

Which of the following terms refer to a list of potential customers?

A)prospects
B)internals
C)leads
D)externals
E)qualifiers

Question 75

Which of the following is the first step in the personal selling process?

A)developing plans for meeting customers
B)completing the sales preapproach
C)completing the sales presentation
D)overcoming objections
E)generating and qualifying leads

Question 76

Qualifying the leads refers to:

A)closing the sales with them.
B)assessing their sales potential.
C)using their resources for sales.
D)finalizing a contract with them.
E)making sales presentations to them.

Question 77

Closing the sale means:

A)obtaining a commitment from the customer to make a purchase.
B)losing out on selling a product or service to a customer.
C)making a sale without generating net profit.
D)backing off from selling a product or service to a customer.
E)making a sales presentation and successfully handling his or her objections.

Question 78

Frost Stores allows customers to enter a draw when they make a purchase costing more than $50.The draws are conducted every week and the winning customers are rewarded with gifts.This promotional technique is an example of a:

A)sampling program.
B)sweepstake.
C)deal.
D)contest.
E)loyalty program.

Question 79

Which of the following are salespeople who sell a manufacturer's products on an extended contract basis but are not employees of the manufacturer?

A)independent agents
B)personal sellers
C)sales executives
D)telemarketers
E)relationship officers

Question 80

Customers think of Albesco's refrigerator brand every time they think of a refrigerator.Building such a place in people's minds relates to the stage of the AIDA model.

A)decision
B)action
C)desire
D)awareness
E)interest