Question 1

A manufacturer of lawnmowers decides to advertise on Home and Garden Television network instead of on the three main networks, because it is less expensive to do so. As a result, the manufacturer can run its advertisement more frequently, and will hopefully increase the frequency that the target market will see the advertisement. This type of strategy is aimed at

Accepted Answer

By advertising more frequently for less cost, the manufacturer aims to increase the effectiveness and efficiency of its advertising spend, thereby increasing the revenue generated per dollar spent on advertising.

Question 2

A good friend has opened up a paddle boarding business in Myrtle Beach, South Carolina. In order to advertise the business to spring break tourists, you suggest that he hire a skywriter to fly along the beaches during the day. What form of advertising does this represent?

Accepted Answer

Skywriting is a form of outdoor advertising as it involves displaying messages in the sky, which is an outdoor environment.

Question 3

Tuff Tools knows that it spent $20,000 to advertise its new line of tools, but the total revenue it made on the tool line was $90,000. Comparing these two numbers yields the metric known as

Accepted Answer

The answer of Tuff Tools knows that it spent $20,000...

Question 4

Amelia is in charge of measuring a print ad's success. She assembles a group of consumers, shows the print ad to them and asks if they remember seeing the ad. Amelia is conducting a(n)

Accepted Answer

Amelia is conducting a recognition test, where she shows the ad to consumers and asks if they remember seeing it.

Question 5

The primary disadvantage of the percentage-of-sales budgeting method occurs when

Accepted Answer

The primary disadvantage of the percentage-of-sales budgeting method is that it can lead to reduced marketing efforts when a firm's sales decline, as the marketing budget is directly tied to sales revenue. This can exacerbate the situation by further decreasing sales, creating a negative feedback loop.

Question 6

Which budgeting method takes a bottom-up approach by defining specific objectives, determining the tasks needed to achieve these objectives and then estimating how much each task will cost?

Accepted Answer

The objective-and-task method involves defining specific objectives, determining the tasks needed to achieve these objectives, and then estimating the costs associated with each task, which is a bottom-up approach to budgeting.

Question 7

In the early 2000s, the Mattel Company was faced with a major problem with some of its toys due to faulty magnets and high levels of lead-based paint. When the company realized it was facing a serious problem, it immediately involved federal agencies on product safety, recalled millions of toys from the shelves, and launched a massive campaign to inform consumers about the recall. In addition, the company set up a crisis link on its webpage and posted updates regularly. Mattel's actions can be classified as

Accepted Answer

Mattel's actions of involving federal agencies, recalling toys, informing consumers, and setting up a crisis link for updates are all steps in crisis management. These steps were taken to address and mitigate the impact of the safety issues with their toys.

Question 8

A measure of how often the audience is exposed to a promotional message during a specific time period is referred to as

Accepted Answer

Frequency refers to how often an audience is exposed to a promotional message within a given time period, indicating the number of times an individual or target market is exposed to an advertisement.

Question 9

An unaided recall test is a performance metric that

Accepted Answer

An unaided recall test requires consumers to recall advertisements from memory without any clues, assessing how memorable and effective the advertisement was without any prompts.

Question 10

You have just started a new job, working in public relations with a start-up company that just held its IPO. Your boss has asked for ideas on the best ways to highlight the financial success of the company during past year to stockholders. Which public relations tool best accomplishes this goal?

Accepted Answer

Annual reports are comprehensive documents that provide detailed information about a company's activities and financial performance throughout the preceding year, making them an ideal tool for highlighting financial success to stockholders.

Question 11

To measure the effectiveness of an advertising campaign, marketers typically conduct a(n)_________ before the ad campaign begins and a(n)_________ after the campaign.

Accepted Answer

Pretests are conducted before an advertising campaign begins to establish baseline measures, and posttests are conducted after the campaign to measure its effectiveness by comparing the results against the baseline.

Question 12

Firms typically determine their promotional budget using one of three methods: the affordable method, the percentage-of-sales-method, and the

Accepted Answer

The objective-and-task method is one of the common methods firms use to determine their promotional budget, alongside the affordable method and the percentage-of-sales method. This method involves setting specific objectives, determining the tasks needed to achieve these objectives, and estimating the costs of performing these tasks to set the budget.

Question 13

A measure of the percentage of the target market that has been exposed to a promotional message at least once during a specific time period is referred to as

Accepted Answer

Reach is the correct term for the measure of the percentage of the target market that has been exposed to a promotional message at least once during a specific time period.

Question 14

The most widely used budgeting approach is the

Accepted Answer

The percentage-of-sales method is the most widely used budgeting approach because it ties the marketing budget to a company's sales revenue, making it a straightforward and scalable method for businesses to allocate their marketing resources.

Question 15

Which of the following is not a sales promotion tool?

Accepted Answer

Sponsorships are not typically considered a direct sales promotion tool; they are more related to advertising and brand awareness activities. Sales promotion tools are direct techniques aimed at inducing the consumer to make a quick purchase and include methods like contests, coupons, rebates, and sweepstakes.

Question 16

Which tool for evaluating social media marketing strategies tells marketers the best day to post on Facebook and how long its post should be?

Accepted Answer

Buzzsumo is a tool that provides insights into content performance across social media platforms, including data on the best days to post and the optimal length of posts for engagement.

Question 17

A strategy of cultivating high-frequency advertising at a low cost can improve

Accepted Answer

High-frequency advertising at a low cost can improve revenue per ad dollar by increasing the number of times an ad is seen by a potential customer.

Question 18

Marketers would use a ________ to set a baseline measure in order to evaluate an advertising campaign.

Accepted Answer

A pretest is used before launching an advertising campaign to establish a baseline measure, which can then be compared to post-campaign results to evaluate the effectiveness of the advertising.

Question 19

As a local convenience store owner, you want to strengthen your relationships with your customers. You decide to offer a punch card that allows customers to get a free drink after 10 purchases. Your punch card is an example of a

Accepted Answer

Loyalty programs are designed to encourage repeat business by offering rewards after a certain number of purchases, which is exactly what the punch card system described does.

Question 20

As a budgeting method, which approach is simple and fiscally conservative but offers no other benefits for the organization?

Accepted Answer

The affordable method is simple and fiscally conservative because it involves setting the marketing budget based on what the company believes it can afford, without considering other strategic factors that could benefit the organization.

Quiz 8: Promotional Strategies

A good friend has opened up a paddle boarding business in Myrtle Beach, South Carolina. In order to advertise the business to spring break tourists, you suggest that he hire a skywriter to fly along the beaches during the day. What form of advertising does this represent?

Tuff Tools knows that it spent $20,000 to advertise its new line of tools, but the total revenue it made on the tool line was $90,000. Comparing these two numbers yields the metric known as

Amelia is in charge of measuring a print ad's success. She assembles a group of consumers, shows the print ad to them and asks if they remember seeing the ad. Amelia is conducting a(n)

The primary disadvantage of the percentage-of-sales budgeting method occurs when

Which budgeting method takes a bottom-up approach by defining specific objectives, determining the tasks needed to achieve these objectives and then estimating how much each task will cost?

A measure of how often the audience is exposed to a promotional message during a specific time period is referred to as

An unaided recall test is a performance metric that

You have just started a new job, working in public relations with a start-up company that just held its IPO. Your boss has asked for ideas on the best ways to highlight the financial success of the company during past year to stockholders. Which public relations tool best accomplishes this goal?

To measure the effectiveness of an advertising campaign, marketers typically conduct a(n) _ before the ad campaign begins and a(n) _ after the campaign.

Firms typically determine their promotional budget using one of three methods: the affordable method, the percentage-of-sales-method, and the

A measure of the percentage of the target market that has been exposed to a promotional message at least once during a specific time period is referred to as

The most widely used budgeting approach is the

Which of the following is not a sales promotion tool?

Which tool for evaluating social media marketing strategies tells marketers the best day to post on Facebook and how long its post should be?

A strategy of cultivating high-frequency advertising at a low cost can improve

Marketers would use a ________ to set a baseline measure in order to evaluate an advertising campaign.

As a local convenience store owner, you want to strengthen your relationships with your customers. You decide to offer a punch card that allows customers to get a free drink after 10 purchases. Your punch card is an example of a

As a budgeting method, which approach is simple and fiscally conservative but offers no other benefits for the organization?

Quiz 8: Promotional Strategies

A good friend has opened up a paddle boarding business in Myrtle Beach, South Carolina. In order to advertise the business to spring break tourists, you suggest that he hire a skywriter to fly along the beaches during the day. What form of advertising does this represent?

Tuff Tools knows that it spent $20,000 to advertise its new line of tools, but the total revenue it made on the tool line was $90,000. Comparing these two numbers yields the metric known as

Amelia is in charge of measuring a print ad's success. She assembles a group of consumers, shows the print ad to them and asks if they remember seeing the ad. Amelia is conducting a(n)

The primary disadvantage of the percentage-of-sales budgeting method occurs when

Which budgeting method takes a bottom-up approach by defining specific objectives, determining the tasks needed to achieve these objectives and then estimating how much each task will cost?

A measure of how often the audience is exposed to a promotional message during a specific time period is referred to as

An unaided recall test is a performance metric that

You have just started a new job, working in public relations with a start-up company that just held its IPO. Your boss has asked for ideas on the best ways to highlight the financial success of the company during past year to stockholders. Which public relations tool best accomplishes this goal?

To measure the effectiveness of an advertising campaign, marketers typically conduct a(n) _________ before the ad campaign begins and a(n) _________ after the campaign.

Firms typically determine their promotional budget using one of three methods: the affordable method, the percentage-of-sales-method, and the

A measure of the percentage of the target market that has been exposed to a promotional message at least once during a specific time period is referred to as

The most widely used budgeting approach is the

Which of the following is not a sales promotion tool?

Which tool for evaluating social media marketing strategies tells marketers the best day to post on Facebook and how long its post should be?

A strategy of cultivating high-frequency advertising at a low cost can improve

Marketers would use a ________ to set a baseline measure in order to evaluate an advertising campaign.

As a local convenience store owner, you want to strengthen your relationships with your customers. You decide to offer a punch card that allows customers to get a free drink after 10 purchases. Your punch card is an example of a

As a budgeting method, which approach is simple and fiscally conservative but offers no other benefits for the organization?

To measure the effectiveness of an advertising campaign, marketers typically conduct a(n) _ before the ad campaign begins and a(n) _ after the campaign.