Question 1

An organization's promotion mix is viewed as an unchanging part of the marketing mix.

Accepted Answer

An organization's promotion mix is not an unchanging part of the marketing mix. It is important for organizations to regularly evaluate and adjust their promotion mix to best reach their target audience and achieve their marketing objectives.

Question 2

Product placement is a form of advertising that strategically locates products or product promotions within entertainment media to reach the product's target market(s).

Accepted Answer

Product placement is a form of advertising that strategically locates products or product promotions within entertainment media to reach the product's target market(s).

Question 3

One reason that promotion suffers from widespread criticism is that promotional efforts are highly visible and affect our everyday lives.

Accepted Answer

Promotional efforts are everywhere, from advertisements on TV, billboards, and social media, to product placements in movies and TV shows. Because these efforts are so pervasive and often interrupt our daily routines, they are highly visible and can be subject to criticism.

Question 4

The geographic distribution of a firm's customers can affect the combination of promotional methods used.

Accepted Answer

Depending on the area where the customers are located, different promotional methods may be more effective. For example, if most of the customers are located in rural areas with limited internet access, traditional advertising methods such as print ads, radio commercials, and billboards may be more effective than digital marketing. On the other hand, if the customers are mostly in urban areas with high internet connectivity, social media marketing and online advertising may be more effective.

Question 5

Advertising is one element of the promotion mix that is too expensive for small business firms.

Accepted Answer

Many affordable advertising options exist for small businesses, including social media, online advertising, and local advertising, making it accessible for businesses of all sizes.

Question 6

Marketers usually decrease expenditures in advertising for products in the decline stage.

Accepted Answer

This is because the demand for the product is decreasing and there are probably fewer potential customers, making advertising less effective and less efficient. The focus is usually on strategies to reduce costs and manage the product's decline.

Question 7

Viral marketing is an attempt to create a trend or acceptance of a product through word-of-mouth communications.

Accepted Answer

The answer of Viral marketing is an attempt to create...

Question 8

A small percentage of promotion efforts are fraudulent.

Accepted Answer

Unfortunately, there are individuals who engage in fraudulent promotion efforts. This can include false advertising, fake reviews, and other deceptive tactics. However, it is important to note that this represents only a small percentage of all promotion efforts.

Question 9

The price of a product influences the promotion mix to be used by the producer.

Accepted Answer

The price of a product is one of the key factors that influence the promotion mix used by a producer. If a product is priced higher, the producer may opt for a promotion mix that includes personal selling and targeted advertising to emphasize the value and quality of the product to potential customers. On the other hand, if a product is priced lower, the producer may use a mass media promotion mix to reach a large audience and generate sales volume.

Question 10

If a company has very limited promotional resources, it is most likely to use mainly personal selling.

Accepted Answer

Personal selling is a cost-effective promotional tool for companies with limited resources as it involves direct interaction with potential customers and allows for the development of a relationship that can lead to sales. Other promotional tools, such as advertising and public relations, may require more financial resources.

Question 11

The promotional method most commonly used for highly personal items is personal selling.

Accepted Answer

The answer of The promotional method most commonly used for...

Question 12

If a pull policy is used in promoting a product, the producer promotes the product only to the next marketing institution down the channel.

Accepted Answer

If a pull policy is used, the producer promotes the product directly to consumers, in order to create demand and pull the product through the distribution channel.

Question 13

If an organization is large and has a large promotional budget, it should utilize all four promotional methods.

Accepted Answer

The decision to use all four promotional methods (advertising, sales promotion, public relations, and personal selling) should be based on the organization's specific marketing goals, target audience, and product characteristics, not just the size of the organization or its promotional budget.

Question 14

During the nineteenth and early twentieth centuries, promotion was about as accurate as it is today.

Accepted Answer

During the nineteenth and early twentieth centuries, there were few regulations on advertising and promotion, leading to many false and exaggerated claims being made. It wasn't until the mid-twentieth century that governments began to regulate advertising and require truthfulness in promotion.

Question 15

When a push policy is used in promotion of a particular product, the producer promotes the product only to the next channel member.

Accepted Answer

In a push policy, the producer focuses on promoting the product to wholesalers, retailers, or other intermediaries, rather than directly to consumers.

Question 16

Word-of-mouth communication is not especially important when people are choosing restaurants and automotive, medical, and personal services such as hair care.

Accepted Answer

Word-of-mouth communication is actually very important when it comes to choosing restaurants and services such as automotive, medical, and personal care. People often rely on recommendations from friends and family when making decisions in these areas.

Question 17

Successful marketers that understand the significance of word-of-mouth communication seek out opinion leaders and try to encourage them to try their products in the hope they will spread favorable word about them.

Accepted Answer

This statement is true as word-of-mouth communication can be a powerful tool for marketing and opinion leaders can greatly influence the opinions of others. Therefore, marketers often target these individuals in order to promote their products through positive recommendations and endorsements.

Question 18

When a push policy is used in promoting a particular product, the producer promotes the product directly to consumers.

Accepted Answer

When a push policy is used, the producer promotes the product to intermediaries, such as wholesalers or retailers, who then promote it to consumers.

Question 19

Sales promotion activity occurs more during peak selling periods than in off-peak selling periods.

Accepted Answer

The answer of Sales promotion activity occurs more during peak...

Question 20

A breakfast cereal maker most likely will not use personal selling to promote its product.

Accepted Answer

This is because breakfast cereal is a widely available and commonly used product that does not require the personal attention of a salesperson. Additionally, advertising through mass media channels such as television, radio, and social media can effectively reach a broader audience for breakfast cereal.

Quiz 15: Integrated Marketing Communications

An organization's promotion mix is viewed as an unchanging part of the marketing mix.

Product placement is a form of advertising that strategically locates products or product promotions within entertainment media to reach the product's target market(s).

One reason that promotion suffers from widespread criticism is that promotional efforts are highly visible and affect our everyday lives.

The geographic distribution of a firm's customers can affect the combination of promotional methods used.

Advertising is one element of the promotion mix that is too expensive for small business firms.

Marketers usually decrease expenditures in advertising for products in the decline stage.

Viral marketing is an attempt to create a trend or acceptance of a product through word-of-mouth communications.

A small percentage of promotion efforts are fraudulent.

The price of a product influences the promotion mix to be used by the producer.

If a company has very limited promotional resources, it is most likely to use mainly personal selling.

The promotional method most commonly used for highly personal items is personal selling.

If a pull policy is used in promoting a product, the producer promotes the product only to the next marketing institution down the channel.

If an organization is large and has a large promotional budget, it should utilize all four promotional methods.

During the nineteenth and early twentieth centuries, promotion was about as accurate as it is today.

When a push policy is used in promotion of a particular product, the producer promotes the product only to the next channel member.

Word-of-mouth communication is not especially important when people are choosing restaurants and automotive, medical, and personal services such as hair care.

Successful marketers that understand the significance of word-of-mouth communication seek out opinion leaders and try to encourage them to try their products in the hope they will spread favorable word about them.

When a push policy is used in promoting a particular product, the producer promotes the product directly to consumers.

Sales promotion activity occurs more during peak selling periods than in off-peak selling periods.

A breakfast cereal maker most likely will not use personal selling to promote its product.