Deck 12: Promotional Strategy and New Media

Question 1

Internal marketing is the application of marketing concepts and strategies inside an organization.

Answer 1

True
Explanation: Internal marketing is the application of marketing concepts and strategies inside an organization.

Question 2

The development of promotion mix strategies involves decisions about which combination of elements in the promotion mix is likely to best communicate the offering to the marketplace.

Answer 2

True
Explanation: The promotion mix is vital to marketing planning. The development of promotion mix strategies, or simply promotional strategies, involves decisions about which combination of elements in the promotion mix is likely to best communicate the offering to the marketplace.

Question 3

The effectiveness and efficiency of promotional strategies are often tracked on the basis of price fluctuations.

Answer 3

False
Explanation: A promotional campaign for a particular product or product line tracks the effectiveness and efficiency of promotional strategies as it allocates expenditures to a specific creative execution over a given time period.

Question 4

An integrated decision is effectively a separate assessment of whether to invest in promoting the offer through one or more of the elements of the promotion mix.

Question 5

Push and pull strategies are rarely used mutually exclusively.

Question 6

The issue of corporate identity and its impact on customer attitudes and responses toward product offerings is no longer relevant in today's marketplace.

Question 7

Geo-location marketing is the use of geographic data to drive marketing messaging and other marketing decisions.

Question 8

Public relations has low control of how the message turns out.

Question 9

One of the biggest challenges marketing managers face in viral marketing is measurement.

Question 10

The order of the steps in the AIDA model is not important.

Question 11

Several researchers define the website interface on seven dimensions,including context,content,community,customization,communication,connection,and commerce.

Question 12

Communication is the process of exchanging information and conveying meaning from one party to another.

Question 13

With the all-you-can-afford method,the marketing manager focuses on the competitive marketplace and specifically on comparing promotion expenditures across all key competitors in the market to find a budget number that matches.

Question 14

The goal to inform is to impact customer perception of a product,especially in comparison to competitor's products.

Question 15

In the long run,the all-you-can-afford approach affords the best opportunity for marketing success.

Question 16

A promotional campaign attributes promotional expenditures to a particular creative execution aimed at a particular product for the length of the product life cycle.

Question 17

Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message.

Question 18

AIDA model includes attention,interest,desire,and action.

Question 19

Integrated marketing communication (IMC)is the strategic approach to communicating the brand and company messages to targeted customers in ways that are clear,concise,and consistent and yet are customizable as needed to maximize the impact on a particular audience.

Question 20

Social networks provide marketers great benefits without much challenge.

Question 21

A typical challenge for marketers in the final stage of the communication process is _______________,which concerns the interpretation by receivers based on their own inherent backgrounds and biases.

A)Reach
B)Selective perception
C)Purchase
D)Feedback
E)Subliminal perception

Question 22

___________ is a strength of direct marketing and interactive marketing in the promotion mix.

A)Great creative flexibility
B)Ability to stimulate purchase directly through incentive to buy
C)Unpaid communication seen as more credible than paid forms
D)Message customization without high costs of personal selling
E)All of these

Question 23

Promotion feeds _______________ through strong persuasive communication.

A)Attention
B)Interest
C)Desire
D)Action
E)Advertise

Question 24

___________________ is the application of marketing concepts and strategies inside an organization.

A)Direct marketing
B)Personal selling
C)Internal marketing
D)Integrated marketing communications
E)Publicity

Question 25

__________________ is not part of the AIDA model.

A)Attention
B)Interest
C)Desire
D)Action
E)Advertise

Question 26

The development of promotion mix strategies,or simply promotional strategies,involves decisions about _____________________.

A)Elements in the promotion mix
B)Acceptable ROI for the customer
C)Price
D)Product development
E)All of these

Question 27

_____ is the first step of the AIDA model.

A)Interest
B)Desire
C)Attention
D)Action

Question 28

________________ is not part of the promotion mix.

A)Advertising
B)Sales promotion
C)Public relations (PR)
D)Pricing
E)All of these are part of the promotion mix

Question 29

___________________ is an interactive marketing system that uses one or more advertising media to affect a measurable response and/or transaction at any location.

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

Question 30

In a push strategy ________________________.

A)The focus is on end users
B)Members of the channel are targeted for promotion
C)Members typically rely on advertising
D)End users drive the distribution of the new product
E)All of these

Question 31

The _____________ is the distortion or interference that can occur at any stage of a communication process.

A)Noise
B)Sender
C)Message
D)Spokesperson
E)Media

Question 32

The cognitive step of the AIDA model is __________________________.

A)Attention
B)Interest
C)Desire
D)Remembering action
E)Advertising

Question 33

Through the _______________ the sender translates an idea to be communicated into a symbolic message consisting of words,pictures,numbers,and gestures in preparation for transmittal to a receiver.

A)Decoding
B)Encoding
C)Noise
D)Distortion
E)Message

Question 34

The ______________ stage in the communication model provides opportunity for two-way communication through which the receiver can communicate reactions back to the sender.

A)Sender
B)Receiver
C)Noise
D)Feedback
E)Media

Question 35

___________ is an Internet-driven relationship between companies,their brands,and customers.

A)Interactive marketing
B)Personal selling
C)Direct marketing
D)Advertising
E)All of these

Question 36

_____________ takes place when the receiver interprets the meaning of the message.

A)Decoding
B)Encoding
C)Media buying
D)Reach
E)Noise

Question 37

The intended _____________ is the individual who is the target of the communication.

A)Sender
B)Receiver
C)Media
D)Message
E)Encoder

Question 38

_____________ is a strategic approach to communicating the brand and company message to targeted customers in ways that are clear,concise,and consistent and yet are customizable as needed to maximize the impact on a particular audience.

A)Buzz marketing
B)Promotional campaign
C)Integrated marketing communications
D)Media buying
E)Sales promotion

Question 39

The ____ is the source of the message.

A)Noise
B)Receiver
C)Sender
D)Feedback
E)Media

Question 40

Moving a customer past a need to really want the product is the _____________ stage in the AIDA model.

A)Attention
B)Interest
C)Desire
D)Action
E)Advertise

Question 41

Before moving forward to develop a promotion mix for a brand-new product category,the marketing manager must ___________.

A)Establish goals for the promotion
B)Select the promotion mix
C)Develop the message
D)Prepare the budget
E)Establish measures of results

Question 42

_______ is the various ways a site enables user-to-user communications.

A)Community
B)Customization
C)Content
D)Commerce
E)Context

Question 43

The ____________ method of promotion budgeting takes an investment approach in that goals are set for the upcoming year and then promotional dollars are budgeted to support the achievement of those goals.

A)Objective-and-task method
B)Percent-of-sales method
C)Desire and action method
D)Comparative parity method
E)All-you-can-afford method

Question 44

_________ is the way a site enables two-way communications between user and site.

A)Communication
B)Community
C)Customization
D)Context
E)Connections

Question 45

_____________________ is not one of the four types of promotional budgets.

A)Objective-and-task method
B)Percent-of-sales method
C)Desire and action method
D)Comparative parity method
E)All-you-can-afford method

Question 46

Coke intends to maintain a customer relationship with its brand.It is trying to achieve the goal of _________ in promotion.

A)Inform
B)Persuade
C)Remind
D)Both inform and persuade
E)Both persuade and remind

Question 47

_____ refers to the overall layout,design,and aesthetic appeal of the site.

A)Community
B)Content
C)Commerce
D)Context
E)Customization

Question 48

_________ is a site's ability to enable transactions.

A)Connections
B)Community
C)Commerce
D)Communication
E)Content

Question 49

___________________ is the most popular approach to promotion budgeting.

A)Objective-and-task method
B)Percent-of-sales method
C)Desire and action method
D)Comparative parity method
E)All-you-can-afford method

Question 50

Blogs and company bulletin boards encourage a sense of _____ that enhances the customer's company and product experience.

A)Customization
B)Connection
C)Community
D)Commerce
E)Context

Question 51

The goal to ____________ lets a customer know that Hilton has opened a new property in Tahiti.

A)Interest
B)Action
C)Persuade
D)Inform
E)Remind

Question 52

A ____________ appeal centers on benefits an offering can provide to a customer.

A)Fantasy
B)Rational
C)Desire
D)Lifestyle
E)Slice of life

Question 53

Promotion mix decisions are dependent on ___________________________.

A)The nature of the offering
B)The stage of the offering in the product life cycle
C)The price of the product
D)Both the nature of the offering and the stage of the offering in the product life cycle
E)All of these

Question 54

In the __________ stage,advertising tends to increase and eventually peaks.

A)Introduction
B)Growth
C)Maturity
D)Decline
E)None of these

Question 55

A coupon or special offer would contribute to the goal to _______________.

A)Interest
B)Remind
C)Persuade
D)Inform
E)Action

Question 56

A(n)_____ in promotional messaging is used to strike a chord with a target customer's sense of right and wrong.

A)Fantasy
B)Rational
C)Emotional appeal
D)Lifestyle
E)Moral Appeal

Question 57

_________ is a site's ability to tailor itself to different users or allow users to personalize the site.

A)Communication
B)Customization
C)Community
D)Connections
E)Commerce

Question 58

A firm setting its promotion budget as whatever funds are left over after everything else that's considered a necessity is paid for is using the ______________ method.

A)Objective-and-task method
B)Percent-of-sales method
C)Desire and action method
D)Comparative parity method
E)All-you-can-afford method

Question 59

Little kids and puppy dogs help execute a(n)_________________ appeal.

A)Fantasy
B)Rational
C)Emotional
D)Lifestyle
E)Slice of life

Question 60

A _____________ appeal uses right and wrong to persuade.

A)Moral
B)Rational
C)Research-based
D)Lifestyle
E)Mood

Question 61

One of the complaints of traditional couponing has been the low response rate and,even in early stages of adoption,_________ has demonstrated the ability to increase the response rate.

A)Text messaging
B)Online advertising
C)Institutional advertising
D)Geo-location marketing
E)Sales promotion

Question 62

______________ is the use of geographic data to drive marketing messaging and other marketing decisions.

A)Geo-location marketing
B)M-commerce
C)E-mail marketing
D)Social marketing
E)Sales promotion

Question 63

The process of _________ places the communication into some channel or medium so that it can make its way to the intended receiver.

A)Encoding
B)Decoding
C)Message transmission
D)Feedback
E)Transferring

Question 64

A marketing manager believes that unpaid communication is seen as more credible than paid forms.Based on the manager's consideration,____________ will be the most appropriate promotional form.

A)Public relations
B)Personal selling
C)Direct marketing and interactive marketing
D)Advertising
E)Sales promotion

Question 65

Yahoo allows users to create their own Yahoo experience defining the look and content of their Yahoo web page.This is an example of the ____________ element of the customer interface.

A)Customization
B)Context
C)Content
D)Communication
E)Connections

Question 66

A push strategy usually relies on ____________ directed toward channel members.

A)Personal selling
B)Sales promotion
C)Advertising
D)Both personal selling and sales promotion
E)Personal selling, Sales promotion, and Advertising

Question 67

In the growth of smartphones a new technology called _____ enables companies to send messages from automated applications to people on everything from alerts from their banks to special offers from retailers.

A)IM
B)SMS
C)M-commerce
D)A2P
E)CPD

Question 68

A marketing manager wants to build a strong relationship with the customers and to customize message without high costs.He understands that relationship building and message customization would require constant updating the database due to the reliance on CRM.Based on the manager's consideration,____________ will be the most appropriate promotional form.

A)Personal selling
B)Direct marketing and interactive marketing
C)Sales promotion
D)Advertising
E)Public relations

Question 69

______ are more graphic,visually interesting ads that move across the web page.Sometimes people may find these ads distracting.

A)Banner ads
B)Interstitials
C)Microsites
D)Search ads
E)Sponsorship ads

Question 70

IMC is different from traditional promotion mix strategy in a way that IMC _____________.

A)Has the elements developed separately
B)Is fully customized to different customer groups
C)Is a holistic and interrelated decision process
D)Both has the elements developed separately and is fully customized to different customer groups
E)Both is fully customized to different customer groups and is a holistic and interrelated decision process

Question 71

____________ is a microblogging site where users provide short and immediate insights on how they feel or what they are thinking.

A)Twitter
B)LinkedIn
C)Facebook
D)Google Plus
E)Reddit.com

Question 72

A marketing manager wants to efficiently reach large numbers of customers and he is not concerned about production costs.Based on the manager's consideration,____________ will be the most appropriate promotional form.

A)Sales promotion
B)Public relations
C)Personal selling
D)Advertising
E)Direct marketing and interactive marketing

Question 73

___________ is targeted at working professionals and offers some distinct advantages in terms of a professional calling card.

A)Facebook
B)Twitter
C)Google Plus
D)LinkedIn
E)Reddit.com

Question 74

____________________ is an interactive marketing system that uses one or more advertising media to affect a measurable response and/or traction at any location.

A)Public relations
B)Direct marketing
C)Interactive marketing
D)Sales promotion
E)Personal selling

Question 75

Through the process of ________,the sender translates an idea to be communicated into a symbolic message consisting of words,pictures,numbers,and gestures in preparation for transmittal to a receiver.

A)Message transmission
B)Encoding
C)Decoding
D)Enhancing
E)Transferring

Question 76

A marketing manager wants to stimulate purchase directly through incentive to buy and is not too concerned about customers continually waiting for the next coupon or rebate.Based on the manager's consideration,____________ will be the most appropriate promotional form.

A)Public relations
B)Advertising
C)Personal selling
D)Sales promotion
E)Direct marketing and interactive marketing

Question 77

In a push strategy,the focus is on ______________.

A)The channel of distribution
B)Getting the offering into the channel
C)Stimulating demand for an offering directly from the end user
D)Both the channel of distribution and getting the offering into the channel
E)The channel of distribution, Getting the offering into the channel, and Stimulating demand for an offering directly from the end user

Question 78

__________________ is a marketing phenomenon that facilitates and encourages people to pass along a marketing message.

A)Geo-location marketing
B)Online communities
C)Online advertising
D)Buzz marketing
E)Viral marketing

Question 79

In addition to the company's primary site many companies create smaller,more focused sites that deal with specific topics such as new product introductions or targeted products within a large product portfolio known as _________.

A)Blogs
B)Microsites
C)Social networks
D)All of these
E)None of these

Question 80

A marketing manager wants to have a strong two-way communication of ideas with customers and he considers it to be very important to directly ease customer confusion and persuade purchase.He does not care much about whether the cost per customer contact will be expensive.Based on the manager's consideration,____________ will be the most appropriate promotional form.

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