Question 1

What promotional efforts would a marketer be likely to employ if the communication objective was to encourage purchase of the product?

Accepted Answer

The answer of What promotional efforts would a marketer be...

Question 2

Coca-Cola's Minute Maid unit is introducing a new premium fruit beverage.The primary promotional objective of marketing communications for the new product should be to create awareness.

Accepted Answer

Since the product is new, the primary objective would be to inform potential customers about it and create awareness.

Question 3

A florist who decides to budget five percent of last year's sales for promotional activities is using which of the following budgeting techniques?

Accepted Answer

The florist is using the percentage-of-sales budgeting technique by allocating five percent of last year's sales for promotional activities.

Question 4

Glasis is a type of paint made specifically for use on cars.An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses ________.

Accepted Answer

The ad in the magazine is aiming to persuade consumers to request a specific product, Glasis paint, from their body shops. This is an example of a pull strategy, as the company is trying to create demand for their product among consumers, who will then request it from the body shops.

Question 5

If the pull strategy is effective,consumers will then demand the product from channel members,who will,in turn,demand it from producers.

Accepted Answer

This is a key aspect of the pull strategy - by generating consumer demand, channel members are forced to procure the product from producers in order to satisfy that demand.

Question 6

An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients.It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth.The manufacturer of Crest toothpaste was using ________.

Accepted Answer

A push strategy is used when a manufacturer pushes the product through the marketing channel to the final consumer by promoting the product to wholesalers, retailers, or other intermediaries, such as dentists in this case, to encourage them to carry the product and promote it to the end consumers.

Question 7

Marketers can choose from two basic strategies: push or pull.Compare these two strategies.

Accepted Answer

The answer of Marketers can choose from two basic strategies:...

Question 8

Which promotional mix strategy directs marketing efforts toward market channel members?

Accepted Answer

The push strategy is a promotional mix strategy that directs marketing efforts towards market channel members. It involves using marketing activities such as personal selling, trade promotions, and channel incentives to push the product through the distribution channel towards the end consumer. This strategy is particularly useful for products that are sold through intermediaries such as wholesalers and retailers.

Question 9

The ________ method of promotional budgeting is based on determining the level of spending necessary to accomplish specific promotion goals.

Accepted Answer

The objective-task method of promotional budgeting is based on determining the level of spending necessary to accomplish specific promotion goals. This method focuses on setting specific objectives, identifying the tasks needed to achieve those objectives, and then estimating the costs of performing those tasks. It is considered the most logical and systematic approach to budgeting for promotions.

Question 10

What type of advertising delivers a message that focuses on a specific good or service?

Accepted Answer

Product advertising delivers a message that focuses on a specific good or service, promoting its features, benefits, and quality to consumers. Retail advertising promotes the store or brand, institutional advertising promotes an idea or organization, brand placement is a form of product integration in media content, and advocacy advertising promotes a social or political cause.

Question 11

Allyson Godwin plans on setting up a small business where she will offer quilting lessons,sell material and quilting kits that she will create,and market her own creations.Last year her quilting skills earned her $2,000.She estimates that quilting as a full-time business will earn $10,000 during her first year.She has budgeted five percent of her sales estimate to be spent on promotion.What promotion method is Godwin using? What are the advantages and disadvantages of this method?

Accepted Answer

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Question 12

The objective-and-task method of setting a promotion budget is the most logical method because it forces management to articulate assumptions about the relationship between dollars spent and promotion results.

Accepted Answer

The objective-and-task method requires management to define specific objectives for the promotion and then determine the tasks that need to be undertaken to achieve those objectives. This process enables management to identify the resources needed for each task and estimate the costs associated with those resources. By linking costs directly to specific objectives and tasks, management can identify the most cost-effective ways to achieve its promotional goals. Thus, the objective-and-task method is considered the most logical approach to setting a promotion budget.

Question 13

Toward the end of the fiscal year,the owner of a small company came back from lunch concerned because he had learned that a business targeting the same customers as his was planning on spending $150,000 on promotion.As soon as he arrived at the office,he called his financial manager and said,"I want to budget $150,000 for next year's promotion." Which method of promotional budgeting did the owner want to use?

Accepted Answer

The owner wanted to use the competitive-parity method, which involves setting the promotional budget based on what competitors are spending. He heard that a similar business was planning to spend $150,000, so he decided to match that amount. This method can help ensure that a business remains competitive in the marketplace.

Question 14

What promotional efforts would a marketer be likely to employ if the communication objective was to create desire for the product?

Accepted Answer

The answer of What promotional efforts would a marketer be...

Question 15

Which promotional mix strategy directs marketing efforts toward final consumers?

Accepted Answer

The pull strategy directs marketing efforts toward final consumers, creating demand and encouraging customers to request the product from retailers. This differs from the push strategy, which directs marketing efforts toward intermediaries such as wholesalers and retailers to persuade them to carry the product. Flighting and pulsing refer to scheduling advertising during certain periods of time, and AIDA is a model for the stages of consumer engagement with a product.

Question 16

What promotional efforts would a marketer be likely to use if the communication objective was to increase awareness of the brand?

Accepted Answer

The answer of What promotional efforts would a marketer be...

Question 17

Business-to-consumer companies are more likely to emphasize a ________ strategy,while business-to-business companies are more likely to emphasize a ________ strategy.

Accepted Answer

Business-to-consumer (B2C) companies often focus on a pull strategy, aiming to create demand directly from consumers, leading them to seek out the product or brand. Business-to-business (B2B) companies, on the other hand, are more likely to use a push strategy, focusing on building and maintaining relationships with other businesses directly, often through personal selling and trade promotions.

Question 18

Which of the following is an example of a bottom-up technique for developing promotional budgets?

Accepted Answer

The objective-task method is a bottom-up technique for developing promotional budgets. It involves setting specific objectives for the promotional campaign, determining the tasks needed to achieve those objectives, and estimating the cost of each task. This approach ensures that the budget is based on the specific needs and goals of the campaign, rather than on external factors such as competitor spending or sales trends. The other options listed (competitive-parity method, percentage-of-sales method, pull-push method, AIDA method) are all examples of top-down approaches to budgeting.

Question 19

Which of the following is defined as nonpersonal communication paid for by an identified sponsor using mass media?

Accepted Answer

Advertising is defined as nonpersonal communication paid for by an identified sponsor using mass media, such as TV, radio, print, or online ads. Public relations refers to efforts to build and maintain a company's reputation and relationships with stakeholders. Direct marketing involves direct communication with consumers, such as through mail, email, or telemarketing. Direct selling refers to sales made through personal sales interactions, such as door-to-door sales or home parties. Sales promotion refers to short-term tactics designed to stimulate immediate buying behavior, such as coupons or discounts.

Question 20

The percentage-of-sales method of setting a communication budget wrongly treats sales as a cause of promotion rather than a result.

Accepted Answer

The percentage-of-sales method assumes that promotion is a result of sales, but in reality, promotion is a cause of sales. Therefore, using this method can lead to insufficient or excessive spending on communication activities.

Quiz 13: Promotion I: Advertising and Sales Promotion

What promotional efforts would a marketer be likely to employ if the communication objective was to encourage purchase of the product?

Coca-Cola's Minute Maid unit is introducing a new premium fruit beverage.The primary promotional objective of marketing communications for the new product should be to create awareness.

A florist who decides to budget five percent of last year's sales for promotional activities is using which of the following budgeting techniques?

Glasis is a type of paint made specifically for use on cars.An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses ________.

If the pull strategy is effective,consumers will then demand the product from channel members,who will,in turn,demand it from producers.

Marketers can choose from two basic strategies: push or pull.Compare these two strategies.

Which promotional mix strategy directs marketing efforts toward market channel members?

The ________ method of promotional budgeting is based on determining the level of spending necessary to accomplish specific promotion goals.

What type of advertising delivers a message that focuses on a specific good or service?

The objective-and-task method of setting a promotion budget is the most logical method because it forces management to articulate assumptions about the relationship between dollars spent and promotion results.

What promotional efforts would a marketer be likely to employ if the communication objective was to create desire for the product?

Which promotional mix strategy directs marketing efforts toward final consumers?

What promotional efforts would a marketer be likely to use if the communication objective was to increase awareness of the brand?

Business-to-consumer companies are more likely to emphasize a strategy,while business-to-business companies are more likely to emphasize a strategy.

Which of the following is an example of a bottom-up technique for developing promotional budgets?

Which of the following is defined as nonpersonal communication paid for by an identified sponsor using mass media?

The percentage-of-sales method of setting a communication budget wrongly treats sales as a cause of promotion rather than a result.