Deck 9: Promotion

Question 1

Promotion includes:

A) advertising.
B) advertising and personal selling.
C) advertising, personal selling and public relations.
D) advertising, personal selling, public relations and sales promotion.
E) None of the options listed.

Answer 1

advertising, personal selling, public relations and sales promotion.

Question 2

The marketing activities that make potential customers, partners and society aware of and attracted to the business's offerings is known as:

A) marketing.
B) integrated marketing communication.
C) campaigning.
D) promotion.

Answer 2

promotion.

Question 3

'Noise' in a model of communication refers to:

A) anything that interferes with the effectiveness of the communication process.
B) the channel medium.
C) message encoding.
D) message decoding.
E) None of the options listed.

Answer 3

anything that interferes with the effectiveness of the communication process.

Question 4

Although there are many versions of the basic communication model, the basic ideas of '____________', 'message', '____________' and 'feedback' remain constant.

A) sender, receiver
B) sender, purchase
C) product, receiver
D) search for information, purchase

Question 5

In the model of communication, the "we're happy little Vegemites" jingle is an example of:

A) the source.
B) encoding.
C) noise.
D) decoding.
E) the message channel.

Question 6

Cause-related marketing involves ____________ activities tied to the purchase of a product.

A) promotional
B) social
C) environmental
D) philanthropic

Question 7

Which of the following statements is incorrect?

A) Different people may perceive the same message in different ways.
B) There is less chance of a message being 'concussed' in the encoding or decoding processes when an organisation communicates internationally.
C) Message feedback can be in the form of behaviour as well as communication.
D) Information and communications technology has ly increased the opportunity for feedback between a message sender and receiver.
E) All of the options listed.

Question 8

The association between Qantas and the Australian Rugby Union's Wallabies team is an example of:

A) ambush marketing
B) product placement
C) cause-related marketing
D) sponsorship

Question 9

Jack draws up a model of communication for the advertising campaign he is working on in his role as marketing manager for Mitsubishi Motors Australia. A typical communication model would not include:

A) noise.
B) feedback.
C) the message.
D) the channel medium.
E) All of the options listed are components of a typical communication model.

Question 10

Which of the following is an example of cause-related marketing?

A) Westpac sponsoring search and rescue helicopters in Australia and New Zealand.
B) Cricket equipment manufacturer Gray-Nicolls donating $1 from the sale of each pink batting grip it sells to the National Breast Cancer Foundation.
C) Government anti-smoking campaigns.
D) All of the options listed.
E) Both a and c.

Question 11

Integrated marketing communications (IMC) is the term given to the coordination of promotional efforts to maximise the communication effect. Its primary goal is:

A) creating and maintaining relationships between the marketing organisation and its stakeholders.
B) to reach a lot of people at a relatively low cost per person.
C) to consistently send the most effective possible message to the target market.
D) offer extra value to resellers, salespeople and consumers in a bid to increase sales.

Question 12

An approach in which a product is promoted to consumers to create demand upward through the marketing distribution channel is known as a:

A) promotional policy.
B) pull policy.
C) push policy.
D) philanthropic policy.

Question 13

Which of the following statements is incorrect?

A) Advertising is the transmission of paid messages about an organisation, brand or product to a mass audience.
B) Advertising is ly expensive, but offers the potential advantage that it is possible to reach a large number of people at a relatively low cost per person.
C) Choosing appropriate media makes it possible to aim advertising at potential target markets
D) The choice of media in which to advertise can positively or negatively impact on a brand's image.
E) Advertising enables personalisation of the marketing message.

Question 14

Which of the following would not potentially be a stakeholder in an organisation?

A) Customers.
B) Suppliers.
C) Financial institutions.
D) All of the options listed are stakeholders in an organisation.
E) Both b and c.

Question 15

Tiffany & Co. promote their products via select channels, such as their owned social media channels, brochures, events and select fashion magazines. They do not distribute their products through other retailers and wholesalers. Consumers actively seek out their products.This is an example of a:

A) pull policy
B) push policy
C) integrated marketing communications
D) none of the above

Question 16

Which of the following statements is correct?

A) An organisation can implement sales promotion strategies to offer extra value to consumers in a bid to increase sales.
B) An organisation can implement sales promotion strategies to offer extra value to retailers and salespeople in a bid to increase sales.
C) An organisation can implement sales promotion strategies to smooth demand.
D) All of the options listed.
E) Both a and c are correct.

Question 17

Coca Cola rarely uses personal selling as one of its promotional strategies, instead opting for various mass-marketing approaches. Coca Cola understands that a disadvantage of personal selling is that:

A) the marketing message can be tailored to suit the potential buyer's needs.
B) personal selling is time-consuming.
C) personal selling has a more limited reach.
D) all of the options listed are disadvantages.
E) Both b and c are disadvantages.

Question 18

'Big Ben' pies often carry on-pack promotions, aimed to generate demand at the point of purchase. They also are regularly discounted for retailers, who then pass on the price 'special' to their customers. With regard to these promotional strategies, which of the following statements is correct?

A) When 'Big Ben' promotes its products directly to consumers in order to generate demand through the distribution channel is following a 'pull' promotional strategy.
B) When 'Big Ben' promotes its products to wholesalers and retailers, rather than consumers, is following a 'push' promotional strategy.
C) When 'Big Ben' promotes its products to wholesalers and retailers it could best be described as having an integrated marketing communications strategy.
D) All of the options listed are correct.
E) Both a and b are correct.

Question 19

Health insurance providers such as HBF and Medibank transmit paid messages about their organisation, brand or product via bus stops, television and online. This is an example of:

A) public relations.
B) advertising.
C) integrated marketing communication.
D) value-adding.

Question 20

Your company decides that it needs a promotional campaign that will reach a lot of people at a relatively low cost per person. Subsequently your company will spend most of its promotional funds on:

A) public relations.
B) advertising.
C) sales promotion.
D) personal selling.

Question 21

In creating the message strategy, the creation of the main message or issue to be presented in the advertising campaign is intimately linked to knowledge of the ____________ and to the specific objectives of the advertising campaign.

A) product
B) competition
C) target market
D) environment

Question 22

Two of the most important considerations in choosing media are ____________ and frequency, which respectively measuring the proportion of the target audience exposed to the advertisement at least once, and how many times each target market member is exposed to the advertisement.

A) reach
B) depth
C) width
D) breadth

Question 23

Which sub-type of advertising media can be cheap to produce, easily updated and contains no competing messages?

A) Brand, product or company websites.
B) Television.
C) Radio.
D) Email.

Question 24

Allure magazine hosts an annual "best in beauty" awards, whereby various products are reviewed and rated. Results are published in their magazine, and various other media outlets. This is an example of:

A) publicity.
B) public relations.
C) advertising.
D) integrated marketing communications.

Question 25

An organisation advertising that it has friendly service could best be described as engaging in:

A) organisational or institutional advertising.
B) cooperative advertising.
C) comparative advertising.
D) integrated marketing communications.
E) None of the options listed.

Question 26

For each of the advertising campaigns that Holden runs to promote their cars, they carefully consider the reach and frequency that the campaign can potentially achieve. When the campaign concludes, they conduct market research to measure the actual reach and frequency that was achieved. The marketing team at Holden understand that:

A) 'reach' in an advertising sense measures how many times each member of a target market is exposed to an advertisement.
B) 'frequency' in an advertising sense measures the proportion of the target market that will be exposed to an advertisement at least once.
C) the reach and frequency of an advertisement will vary depending on the advertising media option chosen.
D) Both a and c are correct.
E) Both b and c are correct.

Question 27

Subliminal advertising is:

A) illegal.
B) a technique that flashes images momentarily on a screen, at the very edge of people's perceptive capabilities.
C) Both a and b.
D) most suitable and widely used for pre-testing advertising campaigns before they are released.
E) None of the options listed.

Question 28

When QLD tourism launched its 'best job in the world' campaign, it received worldwide news media coverage. This unpaid media exposure outcome is an example of:

A) advertising.
B) philanthropy.
C) publicity.
D) public relations.

Question 29

A public relations campaign could potentially be used by an organisation for which of the following reasons?

A) To counter negative publicity.
B) To generate positive publicity and goodwill.
C) As part of crisis management.
D) To build and sustain good relationships with stakeholders.
E) All of the options listed.

Question 30

Which of the following statements is incorrect?

A) Publicity is unpaid exposure in the media.
B) Publicity is a form of public relations.
C) Sponsorship is not a form of public relations.
D) A press conference is a form of publicity.
E) An organisation's annual report is a form of public relations.

Question 31

For an organisation to effectively manage potential negative publicity, which of the following could potentially be useful?

A) The organisation having potential contingency plans and materials in place for such situations.
B) The organisation ensuring managers and all who comment publicly provide a consistent response to stakeholders.
C) The organisation having policies and procedures to follow in such situations.
D) All of the options listed.
E) Both a and b.

Question 32

A public relations professional would most likely not engage in which of the following activities?

A) Event promotion .
B) Media liaison.
C) Lobbying.
D) Product pricing.
E) None of the options listed.

Question 33

Which of the following is not an example of a sales promotion method aimed at the consumer?

A) Event sponsorship.
B) Point of purchase promotions.
C) Free samples.
D) Trade shows.

Question 34

At the end of each financial year, many retailers offer customers short-term incentives to encourage purchase through their "EOFY" promotions. This is known as:

A) personal selling.
B) advertising.
C) public relations.
D) sales promotion.

Question 35

'Shop-A-Docket's', which are usually printed on the back of receipts from major retailers and supermarkets, are an example of:

A) point of purchase promotions.
B) coupons.
C) discounts.
D) rebates.

Question 36

Vouchers that offer consumers a discounted price on a product or service could be best described as a/n ___________ strategy.

A) advertising
B) public relations
C) sales promotion
D) integrated marketing communications
E) None of the options listed.

Question 37

JB Hi-fi giving away a free ink cartridge with particular printers sold could best be described as a:

A) free sample.
B) loyalty program.
C) premium offer.
D) contest.
E) discount.

Question 38

The Australian government provides an incentive to consumers who install solar panels and utilise renewal energy sources. This is an example of:

A) a rebate.
B) a premium offer.
C) a free sample.
D) a loyalty program.
E) a trade discount.

Question 39

Which of the following statements is/are correct?

A) Loyalty programs reward consumers for the amount they spend.
B) Loyalty programs can be a form of consumer sales promotion.
C) Loyalty programs are designed to encourage repeat purchases.
D) All of the options listed.
E) Both a and c.

Question 40

Which of the following promotional methods would be most suitable for low-involvement, impulse products?

A) Rebates.
B) Point-of- purchase displays.
C) Loyalty programs.
D) Both a and b.
E) Both and c.

Question 41

What does the 'P' stand for in the INPLCF model of personal selling?

A) Product.
B) Promotion.
C) Prospecting.
D) Price.
E) Place.

Question 42

According to the INPLCF personal selling model, when should a salesperson highlight comparative and competitive product advantages?

A) During the information phase.
B) During the needs phase.
C) During the product phase.
D) During the leverage phase.
E) During the close phase.

Question 43

Which of the following statements is correct in relation to post-purchase dissonance?

A) A consumer feeling they have purchased too much after a shopping trip is an example of post-purchase dissonance.
B) A consumer having second thoughts about the wisdom of a product purchase is an example of post-purchase dissonance.
C) A salesperson who follows up with a customer after they have made a purchase may be able to reduce that customer's post-purchase dissonance.
D) All of the options listed.
E) Both b and c.

Question 44

A model of personal selling generally includes: information, ____________, product, leverage, commitment/close, and follow-up.

A) placement
B) needs
C) promotion
D) price

Question 45

The stage in the selling process when the salesperson asks the prospect to buy the product is known as:

A) leverage.
B) follow-up.
C) commitment.
D) confirmation.

Question 46

Recently a company sent a staff member to a cricket test match with a life-size cardboard cut-out of former cricketer Shane Warne wearing a branded t-shirt and big hand. This form of marketing is an example of:

A) ambush marketing.
B) stealth marketing.
C) word-of-mouth marketing.
D) sponsorship.

Question 47

Which of the following statements is incorrect?

A) Sponsorship is a public relations tool.
B) Sponsorship is the paid association of an organisation or brand with an event or person.
C) In return for financial or other support, a sponsor will usually have the right to display or associate their brand name, logo, or advertising with an event or person.
D) A sponsor must legally ensure that an event or person they are sponsoring has some form of relationship with their products or activities.
E) Consumers are beginning to pay less attention to corporate sponsorships.

Question 48

Ambush marketing is:

A) an internet marketing tool.
B) the presentation of marketing messages at an event that is sponsored by an unrelated business or competitor.
C) always illegal.
D) Both a and c.
E) Both b and c.

Question 49

The presence of an Aston Martin, BMW or Lotus in the latest James Bond film could best be described as an example of:

A) ambush marketing.
B) viral marketing.
C) guerrilla marketing.
D) product placement.
E) coincidence.

Question 50

Which of the following statements is correct?

A) Ambush marketing may create the false impression that an ambush marketer has an official link with a sponsored event.
B) Guerrilla marketing tactics may be effective for small businesses that cannot afford large scale marketing efforts.
C) Viral marketing relies heavily on the use of electronic social networks to spread a marketing message.
D) All of the options listed.
E) Only options a and c.

Question 51

Which of the following best describes the concept of guerrilla marketing?

A) The use of marketing strategies to quell political conflicts.
B) An aggressive and unconventional marketing approach that catches its target market unawares.
C) Any large-scale marketing initiative launched by multinational companies.
D) A media promotion tool that strategically omits the brand name of a competing product on camera for legal reasons.
E) None of the options listed.

Question 52

Woolworths sending weekly emails informing customers (who 'opt-in') about new items and weekly specials is an example of:

A) ambush marketing.
B) publicity.
C) product placement.
D) guerrilla marketing.
E) permission marketing.

Question 53

The Amazon "Alexa lost her voice" and Tourism Australia's "Dundee Sequel"
Could be best described as examples of:

A) guerrilla marketing.
B) sponsorship.
C) viral marketing.
D) ambush marketing.
E) product placement.