Deck 8: The Role of Advertising and Sales Promotions

Question 1

In the opening case study about Eustasio Lopez, which hotel of his is said to be the company's cash cow?

A) Costa Meloneras
B) Villa del Condé
C) Baobab
D) Lopez

Answer 1

A

Question 2

When Russian tourism numbers began to burgeon, Lopesan specifically targeted this newer tourism market through which communications channel?

A) television
B) brochures
C) the Internet
D) email

Answer 2

C

Question 3

Which of the following statements about promotion is FALSE?

A) Promotion is a short-term activity with short-term investment and immediate results.
B) Promotion, when used effectively, builds, and creates an identity for the product or the organization.
C) Brochures, advertisements, and in-store merchandising are examples of promotions.
D) All aspects of the promotional effort should project the same image to the consumer.

Answer 3

A

Question 4

The AIDA model of communication is commonly used in advertising. AIDA stands for which of the following?

A) Attention, Interest, Direction, Attitude
B) Attention, Insight, Direction, Action
C) Attitude, Interest, Desire, Action
D) Attention, Interest, Desire, Action

Question 5

All the hierarchies of effects models assume that an effective advertisement makes the receiver think about the product, feel positively towards it, and do something to purchase it. Lavidge and Steiner label these the _______, _______ and _______ stages of the response.

A) awareness, knowledge, and action
B) cognitive, affective, and conative
C) awareness, affective, and conative
D) intuitive, cognitive, and behavioral

Question 6

As tourism markets and the media have grown more complex and fragmented, it is important for marketers to unify all marketing communications tools, corporate, and brand messages, so they send a consistent, persuasive message to target audiences. This is known as:

A) campaign strategy
B) integrated marketing communications
C) creative communication
D) media promotional strategy

Question 7

Which of the following strategies flows from an understanding of the key communication problems and objectives, and outlines the impression the campaign intends to convey to the target audience?

A) Campaign strategy
B) Media strategy
C) Message strategy
D) Situation analysis strategy

Question 8

This strategy calls for spending a large amount on advertising and consumer promotion to build up consumer demand. If successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers.

A) pull strategy
B) push strategy
C) a and b only
D) promotion strategy

Question 9

Brand USA engaged which marketing agency to determine the perceptions of the US around the world?

A) JWT
B) Carnival
C) Ogilvy
D) DiscoverAmerica.com

Question 10

In selecting the overseas markets for its targeted campaigns, Brand USA relied on which of the following criteria?

A) annual volume of visitors
B) total annual tourism revenue
C) cost of buying media in the country
D) all of the above

Question 11

Setting a specific communication task to be accomplished with a specific target audience during a specific period of time is the step in developing an advertising plan known as the:

A) advertising objective
B) advertising agency decision
C) message strategy
D) media strategy

Question 12

Each of these are methods marketers can use to set their advertising budget except:

A) affordable method
B) objective and task method
C) percentage of sales method
D) equal share of budget method

Question 13

A popular television show has 98 000 target viewers, and the cost of a 30 second announcement during the show is $600. What is the cost per thousand?

A) $6.84
B) $6.12
C) $16.33
D) $7.65

Question 14

The outcome of the global versus local debate in international advertising has been three schools of thought on advertising in another country. Which of the following is NOT one of them?

A) standardization
B) localization
C) globalization
D) combination

Question 15

Sales promotion is used to:

A) increase the value of its product by offering an extra incentive to purchase the product
B) encourage action
C) build brand identity and awareness
D) all of the above

Question 16

Some objectives of sales promotion targeting a customer in tourism and hospitality might be to:

A) sell excess capacity as delivery date approaches
B) attract and reward regular and loyal customers
C) promote sampling of new products
D) all of the above

Question 17

Which of the following is true regarding joint promotions?

A) they increase the cost of incentives offered to customers
B) they are for long-term campaigns
C) joint promotions are for organizations who have different target markets hoping to expand their market share
D) joint promotions combine their resources to their mutual advantage
E) b and d only

Question 18

Why did Brazil launch a rebranding video two years in advance of the 2014 FIFA World Cup?

A) to raise the profile of the World Cup
B) to boost long-term tourism
C) to teach the world about Brazilian culture
D) all of the above

Question 19

Brazil has been running prevention ads for many years to deter what type of tourists from visiting the country?

A) soccer hooligans
B) sex tourists
C) low spenders
D) terrorists