Question 1

From a publicity standpoint, marketers can use social media to

Accepted Answer

The answer of From a publicity standpoint, marketers can use...

Question 2

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

Accepted Answer

Annual reports are a key public relations tool used by organizations to communicate their achievements, financial performance, and strategic direction over the past year to their stakeholders.

Question 3

Which is a tool used in public relations?

Accepted Answer

Sponsorships are a tool used in public relations to enhance a company's image and visibility by associating with events, activities, or organizations.

Question 4

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

Accepted Answer

The major disadvantage of publicity as a promotion mix tool is that there is less control over how the information is presented. Unlike advertising, where the content, format, and timing are controlled by the marketer, publicity involves spreading information through media sources that the marketer does not control, leading to potential variations in the message's presentation.

Question 5

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

Accepted Answer

This is an example of a sweepstakes because it involves a random drawing to select a winner from those who submitted comment cards, with no skill or purchase required.

Question 6

Felix 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, Felix takes some of the company employees out to dinner and has even given them tickets to local sporting events. Felix is involved in

Accepted Answer

Felix's actions of maintaining long-term relationships with the company's employees, handling orders, resolving issues, and engaging in activities like dinners and giving tickets to events are indicative of relationship selling. Relationship selling focuses on building and maintaining strong relationships with customers to encourage loyalty and repeat business.

Question 7

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

Accepted Answer

Personal selling involves direct interaction between the salesperson and the customer, allowing for personalized communication and the building of a relationship. This direct engagement is more effective for establishing and developing personal relationships compared to other methods that lack this one-on-one interaction.

Question 8

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

Accepted Answer

An allowance in trade sales promotion is a financial incentive given to retailers or distributors to support the promotion of a product, which can include compensating for sales promotions or covering specific local advertising or promotional expenses.

Question 9

What is the aim of a public relations campaign?

Accepted Answer

The aim of a public relations campaign is to promote positive relations between a firm and its stakeholders, enhancing the firm's image and facilitating communication with various audiences.

Question 10

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

Accepted Answer

Marketers prefer using rebates because customers often fail to redeem them, which allows companies to offer a potential discount without actually having to give it to every customer who purchases the product. This makes rebates a cost-effective promotional tactic.

Question 11

What is the most common type of sales promotion?

Accepted Answer

Coupons are the most common type of sales promotion, widely used to attract new customers, retain existing customers, and encourage bulk purchases by offering a discount or a deal.

Question 12

What is a nontraditional form of advertising?

Accepted Answer

Advertisements embedded within video games are considered nontraditional because they integrate into the gaming experience, unlike traditional forms such as billboards or web ads.

Question 13

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

Accepted Answer

Publicity involves spreading unpaid news items through media to attract attention or support.

Question 14

A new specialty spice shop opened up in town. In order to lure customers into the store, the owners sent a packet of its most popular spice mix to 3,000 potential customers. This is an example of

Accepted Answer

Sending a packet of the most popular spice mix directly to potential customers is an example of a sample. This allows customers to try the product for free in hopes of encouraging future purchases.

Question 15

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

Accepted Answer

Loyalty programs are designed to reward customers for their continued business by allowing them to accumulate points or other benefits, encouraging them to keep doing business with the same company.

Question 16

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

Accepted Answer

The answer of Which public relations tool is typically intended...

Question 17

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

Accepted Answer

Personal selling involves a direct interaction between a salesperson and a customer with the goal of influencing the customer's purchase decision. This form of communication is paid for by the firm and is characterized by its two-way nature, allowing for immediate feedback and adjustment of the sales approach based on the customer's responses.

Question 18

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

Accepted Answer

The answer of The bulk of a firm's promotion budget...

Question 19

The goal of sales promotion is to

Accepted Answer

Sales promotion aims to stimulate quicker and more frequent purchases of a product by offering incentives or added value to induce immediate sales.

Question 20

Outdoor advertising is characterized by its

Accepted Answer

Outdoor advertising typically has a short exposure time as people pass by quickly, making it crucial for messages to be concise and easily understood.

Quiz 8: Promotional Strategies