Deck 8: Promotional Strategies

Question 1

The goal of an integrated marketing communications strategy is to coordinate the various promotion mix elements to

A)discover the firm's strengths,weaknesses,opportunities and threats.
B)provide consumers with a clear and consistent message about the firm's products.
C)determine the target market for a firm's products.
D)find the least expensive alternative to promoting a firm's products.
E)identify which potential customers in the target market have the desire and ability to purchase the firm's products.

Answer 1

B

Question 2

Mars,Inc. ,makers of Snickers candy bars launched its You're Not You When You're Hungry promotion campaign.The company's television commercials portrayed regular people disguised as celebrities behaving badly because they were hungry.Along with the commercials,print ads were released featuring inversion illusions showing the difference between someone whose hunger is satisfied and someone whose hunger is clearly not.In addition,the print ads included a coupon for a Snickers candy bar.This type of promotional strategy is referred to as

A)an integrated promotion mix.
B)an integrated advertising mix.
C)an integrated marketing concept.
D)integrated marketing communications.
E)integrated promotion communications.

Answer 2

D

Question 3

According to your text,what do people think of first when they hear the term marketing?

A)newspaper advertising
B)public relations
C)radio advertising
D)television advertising
E)sales promotion

Answer 3

D

Question 4

What is offered by your text as a reason for the decreased viewership of top-rated TV programs?

A)the greater number of advertisements consumers have to watch
B)the greater number of channels available to consumers
C)the increased use of profanity and violence in the programs
D)the increased use of sexual innuendo in the programs
E)the overall decline in the subject matter and acting talent in the programs

Question 5

A collection of coordinated advertisements that share a single theme is called

A)an advertising concept.
B)a marketing mix.
C)a promotion mix.
D)an advertising mix.
E)an advertising campaign.

Question 6

What is the name of the promotional strategy that involves coordinating the various promotion mix elements to provide consumers with a clear and consistent message about a firm's products?

A)integrated promotion mix
B)integrated promotion concept
C)integrated advertising mix
D)integrated marketing concept
E)integrated marketing communications

Question 7

Which element of the promotion mix refers to the set of nonpersonal communication tools designed to stimulate quicker and more frequent purchases of a product?

A)personal selling
B)sales promotion
C)Internet ordering
D)advertising
E)public relations

Question 8

All the activities that communicate the value of a product and persuade customers to buy it is referred to as

A)salesmanship.
B)advertising.
C)positioning.
D)marketing.
E)promotion.

Question 9

The three primary objectives of an advertising campaign are

A)to entertain,to remind,and to sell.
B)to excite,to entice,and to engage.
C)to promote goodwill,to arouse interest,and to sell.
D)to inform,to entertain,and to influence.
E)to inform,to persuade,and to remind.

Question 10

The marketing mix element where most of an organization's communications with the marketplace occurs is

A)product.
B)promotion.
C)position.
D)place.
E)pricE.

Question 11

The dissemination of information to a fairly small,select audience that is defined by its shared values,preferences,or demographic attributes is referred to as

A)prospecting.
B)personal selling.
C)relationship selling.
D)broadcasting.
E)narrowcasting.

Question 12

Reminder advertising is most common during which stage of the product life cycle?

A)repositioning
B)maturity
C)conceptual
D)introductory
E)growth

Question 13

As a promotion mix element,public relations refers to

A)nonpersonal promotional communication about a firm's goods and services.
B)communication focused on promoting positive relations between a firm and its stakeholders.
C)a set of nonpersonal communication tools designed to stimulate more frequent purchases of a product.
D)advertising focused on promoting the company's image with its customers.
E)the two-way flow of personal communication between the firm and its customers.

Question 14

What two key words in the definition of advertising are crucial to understanding how advertising fits into the promotion mix?

A)paid and communication
B)personal and communication
C)paid and nonpersonal
D)nonpaid and nonpersonal
E)nonpaid and personal

Question 15

Nonpersonal promotional communication about goods,services,or ideas that is paid for by the firm identified in the communication is referred to as

A)publicity.
B)direct marketing.
C)advertising.
D)sales promotion.
E)personal selling.

Question 16

What type of advertising attempts to develop initial demand for a product?

A)persuasive
B)reminder
C)narrative
D)entertainment
E)informative

Question 17

Which of the following is not an element of the promotion mix?

A)personal selling
B)public relations
C)Internet ordering
D)sales promotion
E)advertising

Question 18

As outlined in your text,think about the percentage of global advertising delivered by each major medium.Which advertising medium is projected to double in its use in the future?

A)outdoor
B)mobile Internet
C)radio
D)television
E)magazines

Question 19

What type of advertising attempts to increase demand for an existing product?

A)reminder
B)persuasive
C)entertainment
D)informative
E)narrative

Question 20

What type of advertising is common during the growth stage of the product life cycle as firms compete directly and attempt to take market share from one another?

A)informative
B)reminder
C)entertainment
D)persuasive
E)narrative

Question 21

Which of the following is not an advantage of magazine/newspaper advertising?

A)its potential for narrowcasting
B)its ability for small businesses to advertise their goods to the local community
C)its use as a primary information source
D)its ability to target specific audiences
E)its appeal toward high-involvement consumer products

Question 22

Marketers divide magazines into which two types of categories?

A)general-interest and specific-interest
B)men's and women's
C)trade publications and general-interest publications
D)informative and entertainment
E)business and consumer

Question 23

Compare the following forms of advertising and select the medium that is generally the cheapest form.

A)radio advertising
B)television advertising
C)outdoor advertising
D)magazine advertising
E)newspaper advertising

Question 24

According to your text,all of the following technological advances have created disadvantages for radio advertising EXCEPT

A)smartphones.
B)digital presets.
C)GPS systems.
D)satellite radio stations.
E)MP3 players.

Question 25

Traditionally,the biggest disadvantage of radio advertising has been that radio ads

A)are expensive.
B)have a narrow transmission.
C)are audio-only.
D)have a long exposure time.
E)don't allow marketers to segment audiences.

Question 26

Which of the following is NOT a disadvantage of outdoor advertising?

A)limited space for messages
B)wasted coverage
C)difficulty in reading the message
D)short exposure time
E)relatively high cost

Question 27

The advertising technique in which a company promotes its products through appearances on television shows,movies,or other media is called

A)joint marketing.
B)indirect marketing.
C)media marketing.
D)co-branding.
E)product placement.

Question 28

Which of the following is a nontraditional form of advertising?

A)advertisements that are painted on the side of a building
B)advertisements that show up on web pages
C)advertisements that are placed on the top of taxi cabs
D)advertisements that are embedded within a video game
E)advertisements that are flown from the back of an airplane

Question 29

You placed an order online at Staples.com for a printer and ink cartridges.As part of the checkout process,you were asked to provide your e-mail address.Now you receive e-mails from Staples.com regarding products you might like.This is an example of

A)integrated marketing communications.
B)direct marketing.
C)an informative advertisement.
D)a paid display aD.
E)sales promotion.

Question 30

Billboards,skywriting,and ads on the sides of buses are all forms of

A)print advertising.
B)social media advertising.
C)outdoor advertising.
D)mobile advertising.
E)direct marketing.

Question 31

Compare the following forms of advertising to determine which one is an example of narrowcasting.

A)an advertisement for Halloween costumes in the Sunday newspaper
B)a billboard advertisement for Miller Lite beer
C)a Super Bowl advertisement for Doritos
D)an advertisement for Scotts fertilizer shown on the Home and Garden Television network
E)a radio broadcast for a sale at Walmart

Question 32

In the Twilight series movies,main character Edward Cullen can be seen driving a Volvo car.This is an example of

A)media marketing.
B)direct marketing.
C)co-branding.
D)product placement.
E)joint marketing.

Question 33

While viewing a webpage for outdoor gear,Phil noticed a graphic display advertising skateboards at low prices.When he clicked on the ad,it took him to a different website where the skateboards were listed for sale.This is an example of what type of Internet advertising?

A)paid display
B)paid search
C)linked advertising
D)reminder advertising
E)direct marketing

Question 34

When marketers segment consumers by the type of radio station they listen to and then air their advertisements accordingly,it is a form of

A)concentrating.
B)podcasting.
C)prospecting.
D)narrowcasting.
E)simulcasting.

Question 35

High cost is the biggest disadvantage to which form of advertising?

A)Internet
B)billboard
C)television
D)magazine
E)radio

Question 36

The bulk of a firm's promotion budget is allocated to

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

Question 37

High-involvement consumer products,such as a house or a car,benefit most from which form of advertising?

A)outdoor
B)television
C)mobile
D)print
E)radio

Question 38

One of the advantages of radio as an advertising medium is that it

A)is audio-only.
B)doesn't require marketers to segment an audience.
C)is good for complex messages.
D)is cost-effective.
E)has a long exposure timE.

Question 39

Direct marketing refers to advertising that

A)is used in the introductory stage of the product life cycle to attempt to develop initial demand for a product.
B)seeks to keep the product before the public in an effort to reinforce previous promotional activity.
C)attempts to increase demand for an existing product when competition is at its highest.
D)communicates directly with consumers and organizations in an effort to provoke a response.
E)combines various forms of promotion strategies into a coordinated collection sharing a single themE.

Question 40

One advantage to using magazines as an advertising medium is

A)the relatively short timeframe necessary to place an ad.
B)its ability to target specific audiences.
C)the control marketers have over ad placement.
D)its use as a primary information source.
E)the quick turnaround between ad creation and ad placement.

Question 41

The single most effective approach for establishing and developing a personal relationship with the customer is through

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

Question 42

As a sales promotion tactic,why do marketers prefer using rebates?

A)because they offer incentives that encourage satisfied customers to become repeat customers
B)because customers often fail to redeem them
C)because they are most effective on everyday purchases
D)because they are easy for the customer to use
E)because they offer the customer a chance to actually try the product

Question 43

Which of the following is not a tool for public relations?

A)speeches
B)annual reports
C)brochures
D)sales presentations
E)blogs

Question 44

In the early 2000s,the Mattel Company was faced with a major problem with some of its toys due to faulty magnets and high levels of lead-based paint.When the company realized it was facing a serious problem,it immediately involved federal agencies on product safety,recalled millions of toys from the shelves,and launched a massive campaign to inform consumers about the recall.In addition,the company set up a crisis link on its webpage and posted updates regularly.Mattel's actions can be classified as

A)consumer fraud.
B)poor public relations.
C)negative publicity.
D)crisis management.
E)direct marketing.

Question 45

Which public relations tool is typically intended to inform and engage the public?

A)annual reports
B)sales presentations
C)blogs
D)brochures
E)speeches

Question 46

Disseminating unpaid news items through some form of media to gain attention or support is referred to as

A)sales promotion.
B)media-controlled content.
C)free advertising.
D)publicity.
E)public relations.

Question 47

The goal of sales promotion is to

A)inform the consumer of the product's benefits.
B)build a trusting relationship with a customer over a long period of time.
C)promote goodwill with customers and the community at large.
D)promote positive relations between a firm and its stakeholders.
E)stimulate quicker and more frequent purchases of a product.

Question 48

A new specialty tea shop opened up in town.In order to lure customers into the store,the owners sent their most popular teabag to 5,000 potential customers.This is an example of

A)a rebate.
B)a loyalty program.
C)a sample.
D)an allowance.
E)a coupon.

Question 49

Sales promotions that allow consumers to accumulate points or other benefits for doing business with the same company are known as

A)premium programs.
B)loyalty programs.
C)rebate programs.
D)allowances.
E)contests.

Question 50

Desiree is in charge of measuring a print ad's success.She assembles a group of consumers,shows the print ad to them and asks if they remember seeing the ad.Desiree is conducting a(n)

A)frequency test.
B)recognition test.
C)benchmark test.
D)reach test.
E)unaided recall test.

Question 51

Which of the following helps to set a baseline measure for marketers in order to evaluate an advertising campaign?

A)a recall test
B)a recognition test
C)a Klout score
D)a pretest
E)a posttest

Question 52

Tristan has been calling on the same customer for years.He handles all of the company's orders and quickly resolves any issues that may come up.On occasion,Tristan takes some of the company employees out to dinner and has even given them tickets to local sporting events.Tristan is involved in

A)relationship selling.
B)loyalty selling.
C)publicity.
D)multi-level marketing.
E)public relations.

Question 53

At a local fair,Ford hosted a booth and brought several models of its cars for customers to sit in and look at up close.Customers were then encouraged to fill out a comment card letting Ford know what their favorite model car was.At the end of the fair,one comment card would be chosen by the company and that person would win the car of their choice.This is an example of

A)a sweepstakes.
B)a premium.
C)a coupon.
D)a deal.
E)a contest.

Question 54

What is the major disadvantage of publicity as a promotion mix tool?

A)It is a very costly option.
B)There is less control over how the information is presented.
C)It cannot be presented through multiple media sources.
D)It is time-consuming for the marketer to prepare.
E)It is not helpful in crisis management situations.

Question 55

Which public relations tool provides a forum for the organization to share with its stakeholders what it has achieved over the past year?

A)annual reports
B)sales presentations
C)brochures
D)blogs
E)speeches

Question 56

What is the most common type of sales promotion?

A)contests and sweepstakes
B)coupons
C)loyalty programs
D)samples
E)rebates

Question 57

To measure the effectiveness of an advertising campaign,marketers typically conduct a(n)_______ before the ad campaign begins and a(n)_______ after the campaign.

A)aided recall test;unaided recall test
B)pretest;posttest
C)frequency test;reach test
D)benchmark test;recognition test
E)recognition test;recall test

Question 58

What is the aim of a public relations campaign?

A)to communicate directly with the consumer in an effort to provoke a response
B)to coordinate promotion mix elements to provide a consistent message about the firm
C)to keep the product before the public in an effort to reinforce previous promotional activity
D)to promote positive relations between a firm and its stakeholders
E)to stimulate quicker and more frequent purchases of a product

Question 59

The two-way flow of communication between a salesperson and a customer that is paid for by the firm and seeks to influence the customer's purchase decision is referred to as

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

Question 60

A trade sales promotion that typically involves paying retailers for financial losses associated with consumer sales promotions or reimbursing a retailer for an in-store or local expense to promote a specific product is known as

A)a loyalty program.
B)an allowance.
C)a rebate.
D)a premium program.
E)a contest.

Question 61

Which budgeting method takes a bottom-up approach by defining specific objectives,determining the tasks needed to achieve these objectives and then estimating how much each task will cost?

A)affordable method
B)principal accounting method
C)objective-and-task method
D)cost-per-media method
E)percentage-of-sales method

Question 62

The most widely used budgeting approach is the

A)objective-and-task method.
B)cost-per-media method.
C)principal accounting method.
D)affordable methoD.
E)percentage-of-sales method.

Question 63

A measure of the percentage of the target market that has been exposed to a promotional message at least once during a specific time period is referred to as

A)depth.
B)frequency.
C)duration.
D)breadth.
E)reach.

Question 64

The makers of Lay's potato chips recently introduced its Do Us a Flavor marketing campaign to allow customers to come up with a new potato chip variety.The company used various promotion mix elements to provide a consistent message about the campaign.Television advertisements with celebrities explained the contest and encouraged people to vote;customers were allowed to use Facebook to enter their ideas;advertisements were placed in numerous magazines;and customers created YouTube videos to showcase their ideas.This type of promotional strategy is referred to as _____ _____ _____.

Question 65

The four elements of the promotion mix are public relations,sales promotion,personal selling,and _______.

Question 66

The primary disadvantage of the percentage-of-sales budgeting method occurs when

A)there is not enough time to properly execute the method.
B)a firm's sales increase.
C)a firm's sales decline.
D)money is leftover when the budgeting period ends.
E)demand for the firm's products increasE.

Question 67

A manufacturer of a cookware line decides to advertise on the Food Network instead of on the three main networks,because it is less expensive to do so.As a result,the manufacturer can run its advertisement more frequently,and will hopefully increase the frequency that the target market will see the advertisement.This type of strategy is aimed at

A)increasing revenue per ad dollar.
B)decreasing rate of trial.
C)increasing rate of trial.
D)decreasing revenue per ad dollar.
E)decreasing marketing ROI.

Question 68

An unaided recall test is a performance metric that

A)requires consumers to recall advertisements with help to stimulate their memory.
B)allows marketers to evaluate personal selling techniques of a sales force.
C)requires consumers to recall advertisements from memory without any clues.
D)allows marketers to measure how often the target market has been exposed to an advertisement.
E)allows marketers to measure the percentage of the target market that has been exposed to a promotional messagE.

Question 69

The type of advertising that attempts to develop initial demand for a product is _______ advertising.

Question 70

Which tool for evaluating social media marketing strategies tells marketers how many people the organization influences,how much it influences them,and the influence of its customer network across social media platforms?

A)Google Analytics
B)My Top Tweet
C)Wildfire's Social Media Monitor
D)revenue per ad dollar
E)Klout

Question 71

When Norwegian Cruise Lines advertises its cruises on the Travel Channel they are attempting to target a specific audience through _______.

Question 72

_______ refers to all the activities that communicate the value of a product and persuade customers to buy it.

Question 73

_______ is the dissemination of information to a fairly small,select audience that is defined by its shared values,preferences,or demographic attributes.

Question 74

As a budgeting method,which approach is simple and fiscally conservative but offers no other benefits for the organization?

A)percentage-of-sales method
B)objective-and-task method
C)affordable method
D)cost-per-media method
E)principal accounting method

Question 75

According to your text,perhaps the biggest disadvantage of television advertising is that it is _______.

Question 76

A measure of how often the audience is exposed to a promotional message during a specific time period is referred to as

A)depth.
B)breadth.
C)duration.
D)reach.
E)frequency.

Question 77

Included within the definition of advertising are two key words that help one to understand how advertising fits into the promotion mix.They are _______ and _______.

Question 78

A strategy of cultivating high-frequency advertising at a low cost can improve

A)frequency.
B)rate of trial.
C)duration.
D)revenue per ad dollar.
E)reach.

Question 79

Firms typically determine their promotional budget using one of three methods: the affordable method,the percentage-of-sales-method,and the

A)objective-and-task method.
B)total sales method.
C)principal accounting method.
D)cost-per-media methoD.
E)market demand method.

Question 80

The performance metric that is calculated by comparing total revenue to the amount of money spent on advertising is referred to as

A)revenue per ad dollar.
B)marketing ROI.
C)rate of trial.
D)reach.
E)frequency.