Question 1

The _____ is the combination of advertising,personal selling,sales promotion,social media,and public relations and is used to reach the target market and fulfill an organization's overall goals.

Accepted Answer

The promotional mix is the combination of advertising, personal selling, sales promotion, social media, and public relations used to reach the target market and fulfill an organization's overall goals.

Question 2

A new category of promotional tactic based on brands becoming publishers of their own content to maximize the brands' value to customers is called ____________.

Accepted Answer

Owned media refers to content that a brand creates and controls, such as blogs, websites, or social media channels, to engage with customers and enhance brand value.

Question 3

Which form of promotion is most suitable to promote complex and technical products such as automobiles,computers,and investment services?

Accepted Answer

Informative promotion is most suitable for complex and technical products as it provides detailed information about the product's features, benefits, and usage, helping consumers understand and make informed decisions.

Question 4

To increase its revenue,Frankfin,an airline company,decides to promote well-known brands in its in-flight magazine.These brands would pay a fixed price to Frankfin to print their promotional messages in the magazine.As part of the promotional mix,the in-flight magazine is being used for _____.

Accepted Answer

The in-flight magazine is being used for advertising, as it involves promoting brands through printed promotional messages to a broad audience.

Question 5

Which of the following statements is the objective of public relations?

Accepted Answer

The primary objective of public relations is to educate and inform the public about a company's goals, objectives, and activities, thereby shaping the public perception and maintaining a positive image.

Question 6

_____ plays a very important role in how marketers decide to distribute funding among their promotional mix tactics.

Accepted Answer

Data plays a crucial role in determining how marketers allocate their budget across different promotional strategies, as it provides insights into consumer behavior, market trends, and the effectiveness of past campaigns.

Question 7

Wild Plus,a television channel dedicated to wildlife,wanted to promote its new wildlife adventure series.The series was given wide coverage in newspapers and on television after the channel promoted it,which created awareness about Wild Plus and led to a large viewership.In this case,Wild Plus engaged in

Accepted Answer

Public relations involves managing the spread of information between an organization and the public, often through media coverage, which is what Wild Plus did to create awareness and increase viewership.

Question 8

The marketing function that evaluates public attitudes,identifies areas within the organization the public may be interested in,and executes a program of action to earn public understanding and acceptance is called ___________.

Accepted Answer

Public relations is the marketing function that involves evaluating public attitudes, identifying areas of interest within the organization, and executing programs to earn public understanding and acceptance.

Question 9

Which type of media is based on is the traditional advertising model in which a brand funds the media space?

Accepted Answer

The answer of Which type of media is based on...

Question 10

Which of the following is true about earned media?

Accepted Answer

Earned media refers to publicity gained through promotional efforts other than paid advertising, often through word of mouth or media coverage.

Question 11

Which of the following consists of all marketing activities-other than personal selling,advertising,and public relations-that stimulate consumer purchasing and dealer effectiveness?

Accepted Answer

Sales promotion includes all marketing activities, other than personal selling, advertising, and public relations, that stimulate consumer purchasing and dealer effectiveness.

Question 12

Informative promotion typically becomes the main promotion goal when the product enters the growth stage of its life cycle.

Accepted Answer

Informative promotion is mainly used during the introduction stage to educate the market about the product. In the growth stage, persuasive promotion becomes more important to differentiate the product from competitors.

Question 13

Which of the following statements is true of a proper promotional mix?

Accepted Answer

A proper promotional mix is designed to effectively communicate with and meet the needs of a specific target market, ensuring that the promotional efforts are aligned with the preferences and behaviors of that audience.

Question 14

Decor,a renowned interior design services company,tries to increase its customer base through increased web presence on its site.It regularly posts photos of the spaces it has designed and encourages its followers to review its designs,and recommend the company to their friends.When these promotional efforts result in electronic word-of-mouth advertising,this is known as ___________________.

Accepted Answer

Earned media refers to publicity gained through promotional efforts other than paid advertising, such as word-of-mouth, reviews, and recommendations.

Question 15

King's Crown,a beverage company,has launched a new energy drink.It sponsors a marathon in the city as part of its promotional strategy.It also issues a press release about the sponsorship and persuades media reporters of different newspapers to print it.King's Crown is generating _____.

Accepted Answer

King's Crown is generating publicity by sponsoring the marathon and issuing a press release to gain media coverage and public attention for its new energy drink.

Question 16

Which of the following promotional approaches is most commonly used by toothpaste brands and other consumer products that are well-established?

Accepted Answer

Reminder promotion is most commonly used by well-established consumer products like toothpaste to maintain brand awareness and encourage repeat purchases.

Question 17

Discuss informative promotion and provide examples that illustrate successful promotion of goods,services,and the support of nonprofit organizations.

Accepted Answer

The answer of Discuss informative promotion and provide examples that...

Question 18

Which statement describes a benefit of advertising?

Accepted Answer

It has a very low cost per contact.

Question 19

Which term refers to the combination of promotional tools-including advertising,public relations,personal selling,sales promotion,and social media-that are used to reach the target market and fulfill the organization's overall goals?

Accepted Answer

Promotional mix is the combination of promotional tools used to reach the target market and fulfill the organization's overall goals.

Question 20

Which of the following is true of public relations?

Accepted Answer

Public relations is primarily about managing communication between an organization and its various stakeholders, including customers, suppliers, stockholders, government officials, employees, and the community.

Quiz 15: Marketing Communications