Question 1

When a company issues a press release to announce a sizable donation to a national charity, it is using to generate goodwill and maintain a positive corporate image.

Accepted Answer

Public relations is the practice of managing the spread of information between an organization and its publics.

Question 2

In a pull strategy, the producer promotes the product to channel members who in turn promote it to final consumers.

Accepted Answer

In a pull strategy, the producer promotes the product directly to the final consumers, creating demand that pulls the product through the distribution channel.

Question 3

In an effort to better engage its younger consumers, Adidas relies entirely on digital and social media.

Accepted Answer

The answer of In an effort to better engage its...

Question 4

Which of the following is a disadvantage of advertising?

Accepted Answer

It only provides one-way communication with customers.

Question 5

A pharmaceutical manufacturer offers monetary incentives to its sales representatives to promote a new drug to the medical professionals in their respective geographic territories. This is an example of a strategy.

Accepted Answer

The answer of A pharmaceutical manufacturer offers monetary incentives to...

Question 6

Chic Eyewear, a producer of designer eyeglass frames, promotes their new line in national fashion magazines. Chic Eyewear lists the select optical retailers that carry their line at the bottom of their ads. This is an example of
A strategy.

Accepted Answer

Pull strategy involves promoting a product to consumers, who then request the product from retailers. In this case, Chic Eyewear promotes their new line in national fashion magazines, which encourages consumers to request the product from select optical retailers that carry their line.

Question 7

Karen Dodd is employed by Dell and responsible for calling on primary schools in her home province of British Columbia to promote the company's offerings. She demonstrates the Dell line of products including desktop computers, laptops, and tablets and fields questions from teachers and administrators alike. This is an example of which promotion tool?

Accepted Answer

Karen Dodd's role involves direct interaction with potential customers, demonstrating products, and addressing their questions, which are key aspects of personal selling.

Question 8

Strings, a family-owned musical instrument business, offers three hours of free music lessons with the purchase of any stringed instrument over $500 during the month of May. This is an example of which promotion mix element?

Accepted Answer

This is an example of sales promotion because it involves offering a free service (music lessons) as an incentive to encourage the purchase of a product (stringed instrument).

Question 9

Which of the following is most likely a difference between advertising and sales promotion?

Accepted Answer

Advertising is typically used to build a long-term image and brand awareness, whereas sales promotions are designed to generate immediate sales and their effects are often short-lived.

Question 10

Which of the following is an example of a combination of sales promotions and direct marketing?

Accepted Answer

Sending an email about a discount combines direct marketing (email) with a sales promotion (discount offer).

Question 11

Content marketing managers create, inspire, share, and curate marketing content-both their own content and that created by consumers and others.

Accepted Answer

Content marketing managers are responsible for developing and managing content strategies, which include creating original content, inspiring and sharing content from others, and curating user-generated content to engage and attract their target audience.

Question 12

A company that uses telephone marketing to sell its products to customers is most likely using the promotion tool of .

Accepted Answer

Telephone marketing is a form of direct marketing, which falls under direct and digital marketing, as it involves directly reaching out to customers to promote products.

Question 13

Which of the following is true of direct and digital marketing?

Accepted Answer

Direct and digital marketing are designed for targeted marketing efforts and building one-to-one customer relationships, allowing for personalized and interactive communication.

Question 14

Which of the following is true of personal selling?

Accepted Answer

Personal selling is considered the most expensive promotional tool due to the costs associated with hiring, training, and maintaining a sales force.

Question 15

Which of the following is true of public relations?

Accepted Answer

Public relations focuses on managing and disseminating information to the public, emphasizing news and events to shape public perception rather than direct sales.

Question 16

Mass marketing is the optimal promotion tool for building personal and long-lasting relationships with customers.

Accepted Answer

Mass marketing targets a broad audience with a generic message, which is not effective for building personal and long-lasting relationships that require personalized and targeted communication.

Question 17

Which of the following types of promotion tools requires a considerable degree of personal interaction with a customer?

Accepted Answer

Personal selling involves direct interaction between a salesperson and a customer, making it a promotion tool that requires considerable personal interaction.

Question 18

Paid media refers to promotional channels owned and controlled by the company, including company websites, corporate blogs, owned social media pages, proprietary brand communities, sales forces, and events.

Accepted Answer

Paid media refers to external marketing efforts that involve a paid placement, such as advertisements on third-party platforms, not owned channels.

Question 19

Despite the shift toward digital media, traditional mass media still capture a sizable share of the promotion budgets of most major marketing firms.

Accepted Answer

Traditional mass media, such as television, radio, and print, continue to reach large audiences and are often used in conjunction with digital media to maximize marketing impact.

Question 20

Which of the following promotion mix approaches involves a producer promoting a product to different channel members who in turn promote the product to customers?

Accepted Answer

A push strategy involves promoting a product through the distribution channels, where the producer promotes the product to wholesalers, wholesalers to retailers, and retailers to customers.

Quiz 12: Engaging Consumers and Communicating Customer Value: Advertising and Public Relations