Question 1

Which of the following helps explain the popularity of infomercials?
A) The interactive nature of the presentation
B) The ability to clearly demonstrate the product's benefits
C) The use of an inexperienced salesperson who is believable
D) The impact of favorable government testimonials on potential buyers

Accepted Answer

Infomercials are able to clearly demonstrate the product's benefits, which is a key factor in their popularity. This allows potential buyers to see the product in action and learn about its features and benefits before making a purchase.

Question 2

Which of the following statements is the most accurate?
A) Studies indicate that effective promotion focuses on the pricing elements of the marketing mix.
B) The Internet changes the focus of promotion from "working with" to "promoting to" customers.
C) New promotional efforts create a more interactive approach,developing a dialogue between the firm and its customers.
D) Successful promotion utilizes each element of the promotion mix independently,creating a well-diversified message.

Accepted Answer

This statement accurately reflects the trend in modern promotional efforts towards more interactive and dialogue-based approaches, such as social media engagement and personalized marketing communications. The other statements are either oversimplifications (A) or not universally true (B and D).

Question 3

Which of the following represents the primary purpose of a firm using institutional advertising?
A) The desire to create a positive image for the firm
B) Getting full coverage of local markets
C) High visibility of a specifically targeted message
D) This type of advertising reduces cost

Accepted Answer

The primary purpose of institutional advertising is to create a positive image for the firm, rather than promoting a specific product or service. It aims to enhance the reputation and brand image of the company in the eyes of the public.

Question 4

Firms with a very limited advertising budget would be very unlikely to use ________ advertising.
A) Internet
B) radio
C) outdoor
D) television

Accepted Answer

Television advertising is the most expensive advertising medium, so firms with a very limited advertising budget would be very unlikely to use it.

Question 5

Future promotional efforts will likely be:
A) custom-designed to reach smaller audiences.
B) targeted at larger audiences.
C) less interactive and more persuasive.
D) similar to promotional efforts today.

Accepted Answer

With the rise of digital marketing and the ability to target specific groups of people, future promotional efforts are likely to be custom-designed to reach smaller, niche audiences rather than targeted at large, general audiences.

Question 6

In the past,___________________ was an important advertising strategy used in movies.Now it is also used with online video games.It can be easily altered to reflect another advertiser,depending upon which advertiser has purchased ad time.
A) product placement
B) direct mail
C) sampling
D) commercials

Accepted Answer

The statement describes product placement as the advertising strategy used in movies and online video games that can be easily altered to reflect another advertiser. Direct mail and sampling are not relevant to this statement, and while commercials are a common advertising strategy, the statement specifically refers to product placement.

Question 7

Companies can implement global marketing by developing a product and promotional strategy that:
A) is tailored to each individual market.
B) can be implemented worldwide.
C) requires low-cost production through outsourcing.
D) motivates intermediaries (i.e.wholesalers and retailers)to actively stock and sell the firm's goods and services.

Accepted Answer

Global marketing requires a standardized approach to product and promotion that can be implemented across all markets. Tailoring strategies to individual markets contradicts the idea of global marketing, which aims for consistency and efficiency across all markets. Low-cost production and motivating intermediaries are important factors, but they are not the defining characteristics of global marketing.

Question 8

Which of the following is an advantage of magazine advertising?
A) Short exposure time
B) Ability to quickly change message
C) Superior color
D) Relatively short life

Accepted Answer

Magazine advertising allows for high-quality color reproduction, which can make ads more visually appealing and effective.

Question 9

In their advertisements,Luther Pharmaceuticals asks consumers to judge their product,Ache-Free,against a well-known competitor's product to see that Ache-Free provides superior pain relief.This represents:
A) advocacy advertising.
B) comparison advertising.
C) trade advertising.
D) interpretive advertising.

Accepted Answer

Luther Pharmaceuticals' advertisement is using comparison advertising by asking consumers to compare their product, Ache-Free, with a well-known competitor's product to show that Ache-Free provides superior pain relief.

Question 10

Which of the following media enables firms to quickly change their advertising message?
A) Yellow Pages
B) Magazines
C) Newspapers
D) Television

Accepted Answer

The answer of Which of the following media enables firms...

Question 11

The evidence supports the position that promotional efforts specifically designed for individual countries produce:
A) less sales and profits than a global promotional strategy.
B) better results than a global promotional strategy.
C) higher overall costs than a global promotional strategy.
D) superior results only when the product is also produced in each country.

Accepted Answer

The evidence supports the position that promotional efforts specifically designed for individual countries produce better results than a global promotional strategy. This is because promotional strategies that are tailored to the cultural and linguistic nuances of a particular country are more likely to resonate with the target audience and result in higher sales and profits. Additionally, localized promotional efforts can improve brand awareness and create a stronger brand image, which can lead to sustained success in that market.

Question 12

Which of the following refers to the practice of paying to have a product appear favorably in a TV show or movie?
A) Interactive promotion
B) Product placement
C) Brand association
D) Market recognition

Accepted Answer

Product placement refers to the practice of paying to have a product appear favorably in a TV show or movie. Interactive promotion refers to marketing activities that actively engage the consumer, brand association refers to the connection made between a brand and a particular lifestyle or image, and market recognition refers to the extent to which consumers are familiar with and aware of a particular product or brand.

Question 13

__________ changes the relationship between buyers and sellers from a monologue to a dialogue in which information is shared to create mutually beneficial exchanges.
A) Advertising
B) A push strategy
C) Interactive promotion
D) Public relations

Accepted Answer

Interactive promotion is a two-way communication between buyers and sellers. It allows for the exchange of information, feedback, and questions, leading to a more personalized and effective approach to marketing. In contrast, advertising is typically a one-way communication from the seller to the buyer, and a push strategy focuses on pushing products onto the market without much interaction with the buyer. Public relations can involve two-way communication, but its ultimate goal is to manage a company's reputation and image.

Question 14

One of the distinct differences between ______________ and other forms of advertising is the fact that the medium used allows for a dialogue exchange of information between buyers and sellers,instead of a monologue type approach.
A) product placement
B) direct mail
C) interactive promotion
D) infomercials

Accepted Answer

Interactive promotion is unique in that it allows for a back-and-forth exchange of information between buyers and sellers, rather than just a one-way message being delivered to a passive audience. Product placement, direct mail, and infomercials do not typically allow for this type of dialogue.

Question 15

TV programs devoted exclusively to promoting goods and services are called:
A) testimonials.
B) infomercials.
C) interactive TV.
D) online computer advertising.

Accepted Answer

TV programs devoted exclusively to promoting goods and services are called infomercials. Testimonials are statements made by customers expressing their satisfaction with a product or service. Interactive TV allows viewers to interact with the content of the program. Online computer advertising refers to advertising that is displayed on websites or social media platforms, not on TV.

Question 16

Carolina Insurance wants to create a more interactive approach to advertising in order to build strong relationships with their customers.Which of the following represents the preferred advertising medium to achieve their goal?
A) The Internet
B) Radio
C) Newspapers
D) Trade shows

Accepted Answer

The internet provides a highly interactive platform for building strong relationships with customers through social media, personalized content, and real-time communication. Other mediums may have limited interaction and reach.

Question 17

Which of the following offers the greatest potential for meaningful interaction between buyers and sellers?
A) Testimonials
B) Infomercials
C) CD-ROM advertising
D) Online advertising

Accepted Answer

Online advertising offers the greatest potential for meaningful interaction between buyers and sellers, as it allows for two-way communication and engagement through features such as chatbots, messaging platforms, and social media integration. Infomercials, testimonials, and CD-ROM advertising are all more limited in their ability to facilitate direct interaction between buyers and sellers.

Question 18

Advertisers like online advertising because:
A) they are able to see how many people have read or watched some part of a commercial.
B) it is easy to create.
C) it is inexpensive.
D) few advertisers are using the Internet so their message will stand out.

Accepted Answer

Advertisers like online advertising because they are able to see how many people have read or watched some part of a commercial, which allows them to track and measure the effectiveness of their ads.

Question 19

Gardening.com is an online retailer of garden products.By allowing communication between gardeners and experts via its website,Gardening.com is using:
A) interactive promotion.
B) a linked marketing contact system.
C) a flexible response strategy.
D) an asynchronous relationship.

Accepted Answer

Gardening.com is using interactive promotion by creating a platform that allows communication and engagement between gardeners and experts via its website. This allows users to interact with the brand, learn more about the products, and build relationships with experts, which can lead to increased sales and customer loyalty.

Question 20

Infomercials provide the opportunity for:
A) the product to sell itself.
B) product placement to occur.
C) the use of outdoor advertising.
D) the promotional mix to be avoideD.

Accepted Answer

Infomercials are designed to showcase the product and persuade the viewer to purchase it, providing the opportunity for the product to sell itself. Product placement may also occur in infomercials, but it is not the primary purpose. Outdoor advertising and the rest of the promotional mix are not necessarily avoided, but infomercials are a specific type of advertising that focuses on demonstrating and selling a product.

Quiz 16: Using Effective Promotions

Which of the following helps explain the popularity of infomercials?

Which of the following statements is the most accurate?

Which of the following represents the primary purpose of a firm using institutional advertising?

Firms with a very limited advertising budget would be very unlikely to use ________ advertising.

Future promotional efforts will likely be:

In the past,___________________ was an important advertising strategy used in movies.Now it is also used with online video games.It can be easily altered to reflect another advertiser,depending upon which advertiser has purchased ad time.

Companies can implement global marketing by developing a product and promotional strategy that:

Which of the following is an advantage of magazine advertising?

In their advertisements,Luther Pharmaceuticals asks consumers to judge their product,Ache-Free,against a well-known competitor's product to see that Ache-Free provides superior pain relief.This represents:

Which of the following media enables firms to quickly change their advertising message?

The evidence supports the position that promotional efforts specifically designed for individual countries produce:

Which of the following refers to the practice of paying to have a product appear favorably in a TV show or movie?

__________ changes the relationship between buyers and sellers from a monologue to a dialogue in which information is shared to create mutually beneficial exchanges.

One of the distinct differences between ______________ and other forms of advertising is the fact that the medium used allows for a dialogue exchange of information between buyers and sellers,instead of a monologue type approach.

TV programs devoted exclusively to promoting goods and services are called:

Carolina Insurance wants to create a more interactive approach to advertising in order to build strong relationships with their customers.Which of the following represents the preferred advertising medium to achieve their goal?

Which of the following offers the greatest potential for meaningful interaction between buyers and sellers?

Advertisers like online advertising because:

Gardening.com is an online retailer of garden products.By allowing communication between gardeners and experts via its website,Gardening.com is using:

Infomercials provide the opportunity for: