Question 1

Sabine goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate Pat doesn't read newspapers, let alone look through them for coupons. But Pat filled out a form from inside a cereal box entering her in a drawing for free exercise equipment. What kind of sales promotion reached Pat?

Accepted Answer

Pat was entered in a drawing for free exercise equipment, which is a form of sweepstakes sales promotion.

Question 2

Why do marketers need to create an advertising plan before they initiate a campaign?

Accepted Answer

The answer of Why do marketers need to create an...

Question 3

Gayle has just started as a fashion marketing intern for a design firm. She expected to immediately begin implementing the four Ps she had learned about in class. Instead, she was asked to work on a project identifying important events where celebrities might wear the fashions. Gayle soon realized that this activity was part of ________, directly related to marketing.

Accepted Answer

The project of identifying important events where celebrities might wear the fashions is a part of public relations, which is a key aspect of marketing. Public relations involve building relationships with customers, investors, and the public at large to promote and maintain a positive image and reputation for the company and its products. In fashion marketing, identifying events where celebrities might wear the fashions helps to generate buzz and interest in the brand, which is a key goal of public relations.

Question 4

Kyle is recognized by his friends as an activist on many fronts. For instance, he prefers to buy products from firms that will donate part of the total purchase price to organizations he supports. Marketers recognize that this approach can be an important competitive tool. It is called

Accepted Answer

The approach described in the scenario is cause-related marketing, where a company aligns itself with a particular cause or organization and donates a portion of proceeds from sales to support that cause. This can be a powerful tool for attracting socially conscious consumers like Kyle. Social activist marketing, business/social responsibility, and the do-gooder syndrome are not specific marketing strategies like cause-related marketing, and voluntary premium pricing is not mentioned in the scenario.

Question 5

"Buy one, get one free" is a ________ sales promotion.

Accepted Answer

"Buy one, get one free" is a classic example of a deal sales promotion, where customers are offered a discount or an extra product as an incentive to make a purchase. A coupon is a form of discount where customers are given a code or a printed voucher to redeem for their purchase. A sample is a smaller version of a product that is handed out for free so customers can try it, whereas a sweepstake is a contest where winners are drawn at random. A rebate is a refund given after the purchase has been made, provided certain conditions are met.

Question 6

Wesley's favorite place to shop on the weekend is Costco because they give out small amounts of free food and he feels like he can skip buying lunch. This promotion is called

Accepted Answer

The small amounts of free food given out at Costco are known as samples.

Question 7

Nancy wrote an essay on her summer vacation and sent it to the local paper in the hope of winning a prize for best writing. This is a

Accepted Answer

The situation described involves submitting an essay to a local paper in the hopes of winning a prize for best writing, which implies a contest.

Question 8

Special in-store displays for magazines and chewing gum are most likely to be effective if located

Accepted Answer

In-store displays for magazines and chewing gum are most likely to be effective if located near the checkout counter where customers are waiting in queue and may browse through them while waiting.

Question 9

What type of advertising appeal is most appropriate for a marketer introducing hydrogen-powered automobiles to consumers?

Accepted Answer

The answer of What type of advertising appeal is most...

Question 10

Firms are willing to offer generous rebates because

Accepted Answer

Firms offer generous rebates because it can increase sales, but they may not have to pay off all the rebates offered. This allows them to attract more customers without incurring a significant cost.

Question 11

Actor Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes. She was probably objecting to a ________ arrangement the film company had made with an advertiser to show its product.

Accepted Answer

Sissy Spacek's objection to the movie scenes featuring her smoking a specific brand of cigarettes suggests that the cigarettes were deliberately placed in the film as a form of advertising or product placement, rather than simply being used as a prop. This would indicate a promotional arrangement between the film company and the particular brand of cigarettes. Therefore, the best choice is C) product placement.

Question 12

HGTV gives away its "Dream Home" every year by drawing from millions of online entries. This is a

Accepted Answer

The giveaway by HGTV is a sweepstakes, which involves randomly selecting a winner from a pool of entries.

Question 13

Target has an arrangement with Starbucks to sell Starbucks products in a stand-alone area of the store. This is an example of

Accepted Answer

This is an example of cross-promotion, as Target is promoting Starbucks products within their store.

Question 14

________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs.

Accepted Answer

Sales promotions are the special incentives or excitement-building programs used to encourage consumers to purchase a particular product. They can be used in conjunction with advertising or personal selling programs to boost sales. Examples of sales promotions include discounts, coupons, contests, free samples, and buy one get one free offers.

Question 15

You are assigned the task of developing an advertising plan for the marketing program at your university. What will you include in your plan?

Accepted Answer

The answer of You are assigned the task of developing...

Question 16

Cedric was struggling selling his golf photography outside a PGA event. When he offered a T-shirt with a golf photograph on it with any framed golf photo, sales picked up. Cedric discovered the value of sales promotions-specifically using ________ in encouraging customers to buy.

Accepted Answer

Cedric's strategy of offering a T-shirt (a premium) with a purchase is a classic sales promotion technique. Premiums are items given for free or at a reduced price with the purchase of another item, designed to increase sales of the primary product.

Question 17

Traditionally, marketers have seen the role of ________ as generating short-term results, whereas the goal of ________ was to lead to long-term results.

Accepted Answer

Sales promotion is typically focused on immediate sales boosts, while advertising aims to build long-term brand awareness and loyalty.

Question 18

Cross-promotion is most successful when

Accepted Answer

Cross-promotion is most successful when the two products appeal to the same target market. This ensures that the promotion reaches the right audience and is more likely to result in successful conversions.

Question 19

The first step in developing an ad campaign for Jason's reggae band is to identify his target audience. Why is this a starting point for effective advertising? What does identifying his target audience involve?

Accepted Answer

The answer of The first step in developing an ad...

Question 20

Unlike advertising, public relations

Accepted Answer

Public relations supports promotional efforts by generating free media attention and goodwill, unlike advertising which involves paid promotions.

Quiz 18: Advertising, Public Relations, and Sales Promotions