Deck 14: Promotion Essentials: Legacy Approaches

Question 1

The way an advertisement communicates the information and image is called advertising results.

Answer 1

FALSE

Question 2

The goal of sales presentation is not simply to make the sale but to create a strong value proposition that will lead to a mutually beneficial long-term relationship.

Answer 2

TRUE

Question 3

Trade servicers take orders from customers directly and persuade customers to buy their firm's products from distributors or other suppliers.

Answer 3

FALSE

Question 4

Many people believe that advertising is synonymous with marketing.

Question 5

Bonus payments, prizes, trips, and other incentives to induce a salesperson to push one product over another are forms of consumer sales promotion.

Question 6

Sales promotion can be aimed directly at end-user consumers, or it can be targeted to members of a channel on which a firm relies to sell products.

Question 7

The goal of institutional advertising is to increase the purchase of a specific offering.

Question 8

Public relations is a specialized field.

Question 9

In a trade show, a manufacturer provides special incentive money to channel members for certain performances such as running advertisements for one of the manufacturer's brands or doing product demonstrations with potential customers.

Question 10

Pioneering advertising tends to be used during the introductory and early growth stages of the product life cycle.

Question 11

The lower the reach and frequency, the higher the cost of an advertising campaign will be.

Question 12

There are two major types of advertising: product advertising and service advertising.

Question 13

A trade show is an industry- or company-sponsored event in which booths are set up for the dissemination of information about offerings to members of a channel.

Question 14

Customers can quickly and easily become bored with any given advertising campaign, a concept referred to as advertising wearout.

Question 15

JK motors is the leader in the automobile industry, and so it should use comparative advertising to reach its audience.

Question 16

Public relations is a systematic approach to influencing attitudes, opinions, and behaviors of customers and others.

Question 17

Salespeople and the personal selling function are the most effective approach for establishing and enhancing the personal relationship between company and customer.

Question 18

Institutional advertising is a particularly smart strategy during the early phases of the product life cycle and AIDA model in that it can enhance feelings of trust in potential customers.

Question 19

Inbound telemarketing involves calling potential customers at their home or office.

Question 20

Sales promotion is a promotion mix element that provides an inducement for an end-user consumer to buy a product or for a salesperson or someone else in the channel to sell it.

Question 21

The primary advantage of a market organization is that individual salespeople can develop familiarity with the technical attributes, applications, and most effective selling methods associated with a single product.

Question 22

________ advertising is heavily used during the growth and early maturity stages of the product life cycle.

A) Competitive
B) Comparative
C) Pioneering
D) Covert
E) Institutional

Question 23

Murphy Bros took out an ad in several local papers focusing on how the company was started and how it benefits the community. This is an example of ________ advertising.

A) product
B) pioneering
C) competitive
D) institutional
E) comparative

Question 24

California Milk Advisory Board has been running a national advertising campaign on television. The ad features "happy cows" and carries the tagline "Great cheese comes from happy cows. Happy cows come from California." The board developed a logo that is prominently displayed in the ads, and presumably the expectation is that a consumer would look for that logo on a wedge of cheese in the dairy case, selecting it over cheese from elsewhere. This is an example of ________ advertising.

A) institutional
B) product
C) comparative
D) competitive
E) pioneering

Question 25

To communicate the message in a sales presentation, the first step is to set goals and objectives.

Question 26

What is an example of measured media?

A) newspaper
B) social media
C) direct marketing
D) promotion
E) e-mail marketing

Question 27

A problem with advertising is that beyond a certain ad spending level, diminishing returns tend to set in. That is, market share stops growing-or even begins to decline-despite continued spending. This is known as ________.

A) the advertising market concept
B) the advertising response function
C) advertising wear out
D) advertising reach
E) advertising execution

Question 28

Salespeople consistently report that price is the most common customer apprehension.

Question 29

A commission is a fixed sum of money paid at regular intervals.

Question 30

One of the most critical aspects to the selling process is not what happens before the purchase decision but what happens after, the follow-up.

Question 31

The vast majority of advertising is ________ advertising.

A) institutional
B) product
C) virtual
D) nonprofit
E) research-based

Question 32

When two or more brands are reviewed against each other on certain attributes, it is considered ________ advertising.

A) pioneering
B) competitive
C) institutional
D) comparative
E) covert

Question 33

Apple ran a series of humorous television ads in which two guys stood side by side while slinging barbs back and forth about features of the Mac versus the PC. This is an example of ________ advertising.

A) pioneering
B) competitive
C) institutional
D) comparative
E) covert

Question 34

Customers can quickly and easily become bored with any given advertising campaign, a concept referred to as advertising ________.

A) response function
B) tracking
C) wearout
D) persuading
E) illusion

Question 35

Marketing managers employ ________ advertising to build sales of a specific brand.

A) institutional
B) comparative
C) pioneering
D) covert
E) competitive

Question 36

________ advertising is one of the three principal types of product advertising.

A) Covert
B) Competitive
C) Institutional
D) Direct
E) Viral

Question 37

Comparative advertising works well when a brand ________.

A) has a higher than average advertising budget
B) is not competing with a top brand
C) is not the leader in its product category
D) has higher sales than all of its competitors
E) has an inexperienced marketing team

Question 38

From an AIDA model perspective, ________ advertising seeks to gain awareness and initial interest and is used mostly in the early growth stages of a product.

A) institutional
B) competitive
C) covert
D) pioneering
E) comparative

Question 39

The goal of ________ advertising is to promote an industry, company, family of brands, or some other issues broader than a specific product.

A) product
B) pioneering
C) competitive
D) comparative
E) institutional

Question 40

________ advertising is common during the maturity stage of the product life cycle, but you should avoid this if your brand is the leader.

A) Pioneering
B) Comparative
C) Competitive
D) Institutional
E) Covert

Question 41

________ refer to a price reduction for purchase of a specific product during a specific time period.

A) Loyalty programs
B) Rebates
C) Contests and sweepstakes
D) Premiums
E) Coupons

Question 42

Which of the following is one of the benefits of using television as an advertising medium?

A) It has a long shelf life.
B) It appeals to multiple senses.
C) It creates the feel of one-to-one marketing.
D) It offers lasting impressions.
E) It involves low cost.

Question 43

A commercial that shows Dodge Ram pickup trucks navigating through the back roads of America is an example of the ________ approach to advertising execution.

A) lifestyle
B) fantasy creation
C) musical
D) slice-of-life
E) humor

Question 44

Marcia was describing a humorous ad to her friend, who asked her what product it was for. She said she didn't know because there were so many ads on TV that she got them all mixed up. This demonstrates the problem advertisers have with ________.

A) clutter
B) reach
C) frequency
D) impact
E) volume

Question 45

Which advertising media offers the advantage of high audience selectivity?

A) online and social media
B) radio
C) direct mail
D) newspaper
E) television

Question 46

Starbucks ran a new ad during the Super Bowl. It wanted to know the percentage of people who watched the ad during the event. Starbucks was measuring the ________ of the ad.

A) reach
B) frequency
C) relevancy
D) impact
E) noise

Question 47

________ measures the average number of times a person in a target market is exposed to the message.

A) Reach
B) Frequency
C) Relevancy
D) Impact
E) Noise

Question 48

Chen wants to opt for an advertising medium that is flexible and can create the feel of one-to-one marketing. Which of the following advertising media is she likely to choose?

A) direct mail
B) newspapers
C) outdoor
D) magazines
E) radio

Question 49

When actress Jennifer Aniston appears in an advertisement using and promoting a particular brand of body lotion, it is an example of the ________ approach to advertising execution.

A) demonstration
B) research-based
C) lifestyle
D) endorser
E) slice-of-life

Question 50

________ are a form of sales promotion to channel members.

A) Product samples
B) Multiple-purchase offers
C) Product placements
D) Trade shows
E) Loyalty programs

Question 51

Which advertising media offers the advantage of interactive capabilities?

A) online and social media
B) radio
C) direct mail
D) newspaper
E) television

Question 52

Gillette sends out a free razor to induce switching from an older model. This is an example of using ________ as the sales promotion approach.

A) coupons
B) premiums
C) product sampling
D) comparative parity method
E) product placements

Question 53

Apple products appeared in many films in 2016 and 2017. This demonstrates how Apple is using ________ as a sales promotion approach.

A) product placements
B) premiums
C) loyalty programs
D) point-of-purchase materials
E) multiple-purchase offers

Question 54

Which customer sales promotion refers to an instant price reduction at the point of sale, available in print media, online, or in-store, that encourages customers to "buy now?"

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

Question 55

________, an approach to advertising execution, offers an imaginative look at how it might be if a customer purchases a product.

A) Fantasy creation
B) Endorser
C) Humor
D) Musical
E) Slice of life

Question 56

Newspapers are effective as an advertising medium because they ________.

A) are a highly credible medium
B) appeal to a younger audience
C) have a very personal message
D) appeal to multiple senses
E) have a long shelf life

Question 57

A car dealership receives a bonus from the manufacturer if it sells more hybrid cars than it did the previous year. This is called ________.

A) a rebate
B) an allowance
C) a contest
D) a point-of-purchase payment
E) a commission

Question 58

Centrum Vitamin's offer to buy a bottle of 100 and get an extra mini-bottle of 20 free is an example of using ________ a sales promotion approach.

A) product placements
B) premiums
C) loyalty programs
D) point-of-purchase materials
E) multiple-purchase offers

Question 59

An advertisement showing tiny aliens blasting cavities in a person's mouth is an example of the ________ approach to advertising execution.

A) fantasy creation
B) endorser
C) humor
D) slice-of-life
E) musical

Question 60

P&G often shows ads of people using its products, such as a family using a Swiffer to pick up dog hair. This approach to advertising execution is called ________.

A) mood/affect
B) humor
C) slice of life
D) demonstration
E) lifestyle

Question 61

________ is an example of a nontechnology communication selling activity.

A) Enhancing language and overall communication skills
B) Identifying and targeting key customer accounts
C) Creating useful company web page content
D) Developing database management skills
E) Leaving voice-mail messages

Question 62

________ are those who are responsible for managing large accounts and are skilled in developing complex solutions to a particular customer problem.

A) Technical sellers
B) Key account salespeople
C) Missionary salespeople
D) Trade servicers
E) Telemarketers

Question 63

Coca-Cola bottles placed on the desks of judges of the show American Idol is an example of the sales promotion approach of ________.

A) rebates
B) product placements
C) product sampling
D) loyalty programs
E) premiums

Question 64

When General Hospital was informed that a pile up on Highway 101 resulted in multiple injuries, the staff was informed to expect new patients arriving by ambulance and they followed standard procedure to prepare. This demonstrates ________.

A) direct marketing
B) advertising
C) interactive marketing
D) public relations
E) crisis management

Question 65

Which of the following best reflects a technology-oriented communication selling activity?

A) developing effective presentation skills
B) following up after customer contact
C) developing time management skills
D) listening effectively
E) leaving voice-mail messages

Question 66

What is one of the three core functions of public relations that are most closely aligned with the role of a marketing manager?

A) developing new products for new market segments
B) serving as organizational spokesperson
C) handling investor relations
D) attaining funds for marketing campaigns
E) gaining product publicity and buzz

Question 67

When targeted to members of a channel on which a firm relies to sell a product, ________ is an important element of a push strategy.

A) consumer advertising
B) public relations
C) personal selling
D) sales promotion
E) institutional advertising

Question 68

________ is one of the three distinct advantages of personal selling.

A) Large variety of media
B) Immediate feedback
C) Low cost per exposure
D) Consistent message
E) Elimination of noise

Question 69

Which of the following is a distinct advantage of personal selling over the other marketing communication methods?

A) ability to tailor the message
B) highly flexible
C) strategic relationship between company and customer
D) less time-consuming
E) highly cost effective

Question 70

Prospective customers call a toll-free number for more information. This is used to identify and qualify prospects and is considered ________.

A) outbound telemarketing
B) database management
C) closing of the sale
D) follow-up
E) inbound telemarketing

Question 71

McDonald's famous Monopoly game-the more you eat, the more you play (and vice versa!)-is an example of using ________ as a sales promotion approach.

A) product placements
B) contests and sweepstakes
C) loyalty programs
D) point-of-purchase materials
E) multiple-purchase offers

Question 72

________ is a two-way communication process with the goal of securing, building, and maintaining long-term relationships with profitable customers.

A) Sales promotion
B) Direct marketing
C) Personal selling
D) Publicity
E) Advertising

Question 73

Which of the following activities best describes a salesperson's job?

A) manage production of goods
B) devise marketing strategies
C) set prices
D) manage information
E) research on product development

Question 74

The delivery of information relevant to meet the customer's needs is called a ________.

A) customer needs summary
B) value proposition
C) customer touch point
D) sales presentation
E) transactional analysis

Question 75

The sales engineer from General Electric who calls on Boeing to sell the GE90 jet engine to be used in Boeing aircraft is an example of a ________.

A) technical seller
B) solutions servicer
C) missionary salesperson
D) trade servicer
E) telemarketer

Question 76

________ is the last stage of the personal selling process.

A) Prospecting for customers
B) Handling customer objections
C) Following up with customers
D) Qualifying prospects
E) Opening the relationships

Question 77

The main difference between B2C and B2B markets is ________.

A) good interpersonal and communication skills are more important for B2C than for B2B.
B) B2B requires more supervision and performance evaluation than B2C.
C) services sold by B2B salespeople are more expensive and technically complex than those in B2C.
D) B2B requires more knowledge of the products being sold than B2C.
E) B2C requires the ability to discover customer needs and solve their problems more than B2B.

Question 78

"Buy 1, get 1 half price" is an example of the sales promotion approach of ________.

A) rebates
B) product placements
C) multiple-purchase offers
D) loyalty programs
E) premiums

Question 79

________ is a distinct advantage that personal selling offers over other marketing communications methods.

A) Low transactional costs
B) Strategic flexibility
C) Geographic flexibility
D) Personal knowledge management
E) Personal relationship with a customer

Question 80

McDonald's provides a free toy in every Happy Meal. This is an example of using ________ as a sales promotion approach.

A) product placements
B) premiums
C) loyalty programs
D) point-of-purchase materials
E) multiple-purchase offers