Deck 9: Media Planning, Buying, IMC: Direct Marketing, Personal Selling and Sales Promotion

Question 1

A wordy, attention getting play on words is a more effective way of introducing a sales promotion to consumers than a simple statement.

Answer 1

False

Question 2

According to the text, what is the oldest marketing method?

Answer 2

Direct marketing.

Question 3

What are the two types of strategies used with sales promotion?

Answer 3

Push and pull.

Question 4

When Gwen got her most recent copy of the Mysteries by Mail catalog, she was pleased to find that the catalog contained a short story by her favorite author, Margaret Maron. The catalog promised that short stories would be a regular feature of the catalog and Gwen is looking forward to receiving her next one.
Which of the following describes the most likely reason why the catalog plans to include short stories by popular authors?

A) To create a stronger need to respond to the catalog's product mix
B) To help it stand out from the glut of catalogs
C) To create a new, useful kind of clutter
D) To increase the product life cycle
E) To enhance its creation of a customer database

Question 5

Which of the following is an example of personal selling?

A) The paving contractor convinces the veterinarian to repave his parking lot
B) The retail clerk, a long-time friend of Ken's mother, convinces him to buy the diamond earrings for his mother's birthday gift
C) Darwin buys car insurance from his neighbor, a Progressive insurance agent
D) Beth buys 10 boxes of Girl Scout cookies every year from her next door neighbor's daughter
E) All of the above are examples of personal selling

Question 6

Personal selling does a better job of gaining distribution for _____ better than any other communication tool.

A) Brand-oriented products
B) Intangible services
C) Generic products
D) Commodities
E) New products

Question 7

What communications functions does personal selling perform in an integrated marketing communications (IMC) program?

A) Gathering information
B) Providing information
C) Order fulfillment
D) Relationship building
E) All of the above

Question 8

A promotion manager should consider _____ when planning her employer's trade-show booth or exhibit.

A) Size and location of space for exhibit
B) The desired image or impression of the exhibit
C) The number of products to be displayed
D) The use of pre-show advertising and promotion
E) All of the above

Question 9

A marketer can build traffic for its trade-show booth or exhibit by:

A) Sending out personal invitations to customers and prospects
B) Using telemarketing
C) Placing ads in trade publications
D) Issuing news releases
E) Doing all of the above

Question 10

Research indicates that many people purchase a product because of an advertised rebate but never collect the rebate because of the inconvenience. This phenomenon is called:

A) Spiffing
B) Trickling
C) Spillage
D) Dribbling
E) A spill out

Question 11

For which of the following products would sampling be LEAST suitable?

A) French's yellow mustard
B) Pepperidge Farms chocolate layer cake
C) Ragu pizza sauce
D) Broil master premium gas grills
E) Red Bull energy drink

Question 12

What is the purpose of audience objectives? Give an example of an audience objective for a seller of a renter's insurance policy?

Question 13

What is the purpose of the brand development index (BDI)?

Question 14

How do you calculate average frequency?

Question 15

A local club has just learned that an upcoming performance by Michelle Malone will be taped and including in an upcoming CD she is releasing. It wants to run an ad to encourage her fans to come and support her at this performance, but it has a limited budget for such promotion. Since the performance is scheduled to happen on Saturday night, which of the following media would probably be most effective?

A) Direct mail
B) Television
C) Outdoor
D) Magazine
E) Local newspaper

Question 16

In spite of the development of numerous software programs to help media planners, computers cannot:

A) Evaluate the content of a magazine
B) Replace subjective judgment
C) Decide which environment is best for the advertisement
D) Judge whether the numbers that are used are reliable and valid
E) Do any of the above