Question 1

The sales impact is easiest to measure in ________ situations.

Accepted Answer

Direct marketing is the most measurable form of marketing as it involves targeting specific individuals or customer segments with offers and messages, and tracking their response and sales. Thus, the sales impact can be directly attributed to the marketing efforts in this situation. Other options such as PR, image-building advertising, message generation, and trade promotions may not have a direct and immediate impact on sales, making it harder to measure their sales impact.

Question 2

Sales promotions include tools for ________ promotion, trade promotion, and business, and sales-force promotions.

Accepted Answer

Sales promotions are designed to attract and incentivize consumers to make a purchase. Therefore, consumer promotion is an essential tool for sales promotions. Trade promotion and business and sales-force promotions are used to incentivize and motivate retailers, wholesalers, and sales personnel. While prospects and targets are important audiences for sales promotions, they are not specific tools for sales promotions. "Reasons" is not a relevant option for sales promotions.

Question 3

Information Resources Institute has provided a unique, in-depth examination into how advertising works. One of their findings regarding promotions was that the ________ statistics on promotions are dismal with roughly only 16 percent of trade promotions being profitable.

Accepted Answer

The answer of Information Resources Institute has provided a unique,...

Question 4

The company's marketing mix includes such tools as coupons, cash refund offers, and premiums. These are examples of

Accepted Answer

The tools mentioned in the question, such as coupons, cash refund offers, and premiums, are all examples of consumer promotions. These are tactics used to influence consumer behavior and encourage purchases.

Question 5

Marketers often cut the cost of advertising dramatically by using consumers as their creative team. This strategy is known as ________.

Accepted Answer

The strategy of using consumers as the creative team to cut advertising costs is known as crowdsourcing. Crowdsourcing leverages the wisdom of crowds to generate ideas or solve problems, and it has become a popular and cost-effective way for marketers to generate creative content.

Question 6

A company's "share of advertising" expenditures should produce an ultimate

Accepted Answer

A company's "share of advertising" expenditures should produce an ultimate "share of market," which refers to the percentage of overall sales in a given market that a company holds. This means that the goal of advertising is to increase sales and gain a larger share of the market compared to competitors. Share of business (A) and share of mind (C) are marketing metrics that are also important but not directly tied to advertising expenditures. Share of voice (D) refers to a company's visibility or presence in a market compared to competitors, which can be influenced by advertising but doesn't necessarily translate to market share. Share of heart (E) is a less common marketing metric that generally refers to emotional engagement or loyalty among customers.

Question 7

One of the ways you can attempt to measure whether or not your company is overspending on advertising is to try to connect share of expenditures to share of market. The first step in this process is to translate a company's share of expenditures into its

Accepted Answer

The share of expenditures needs to be translated into share of voice, which represents the percentage of all advertising spending in the market that the company's spending represents. Once share of voice is determined, it can be compared to the company's actual market share to see if there is a correlation or if the company is overspending.

Question 8

You are testing the effectiveness of your upcoming advertising campaign. The results of these tests should measure the communication effects of the campaign on the brand's awareness, consumer knowledge, consumer preferences, and the ad's

Accepted Answer

The answer of You are testing the effectiveness of your...

Question 9

In using sales promotion, a company must establish its objectives, select the tools, develop the program, ________, implement and control it, and evaluate the results.

Accepted Answer

Pretesting the program allows the company to identify any potential issues or weaknesses before the program is fully implemented. This can save the company time and money in the long run. While selecting the audience and target market are important, they are typically done earlier in the planning process. Selecting the media and reviewing costs are also important, but they come after the program has been developed.

Question 10

________ seeks to determine whether an ad is communicating effectively.

Accepted Answer

Communication-effect research specifically focuses on measuring the effectiveness of communication, which includes advertising. Therefore, it is the most appropriate option for determining whether an ad is communicating effectively. Marketing research, targeted marketing research, measurement services, and customer feedback can provide valuable insights, but they do not specifically focus on communication effectiveness.

Question 11

Information Resources, Inc. offers a service called BehaviorScan that provides marketers with data about advertising effectiveness by tracking consumer purchases tied to specific advertising. This is an example of which technique that can be used to measure sales impact?

Accepted Answer

BehaviorScan is an example of experimental design, which involves manipulating variables (in this case, advertising) and measuring its impact on consumer behavior (in this case, purchase behavior). Other options like laboratory tests, consumer-feedback method, and historical approach don't involve manipulating variables or measuring impact in a controlled way, while share of advertising expenditures only looks at how much is being spent on advertising rather than its effectiveness.

Question 12

Your research has shown that your consumers have a high "forgetting rate" on your product. In fact, the "forgetting rate" is as high as 20 percent. To reverse this trend, you will undertake an advertising campaign designed to get the "message back into memory." Which of the following techniques would be most likely to produce success for your product?

Accepted Answer

Continuity is the most effective technique for reducing forgetting rates because it ensures that the message is seen by consumers on a regular basis.

Question 13

The term "concentration" when used in the context of advertising means that the advertiser will

Accepted Answer

The answer of The term "concentration" when used in the...

Question 14

Sales promotion, with its incessant prices off, coupons, deals, and premiums, may ________ the product offering in the buyers' mind.

Accepted Answer

The answer of Sales promotion, with its incessant prices off,...

Question 15

Buyers enter your market at a high rate and consumers purchase your product on almost a "daily" basis. With these two known characteristics about your consumers and market, you are better off using a ________ advertising timing pattern.

Accepted Answer

Since buyers are entering the market at a high rate and consumers are purchasing the product on an almost daily basis, a continuous advertising timing pattern would be the best choice. This ensures that the brand is always visible to potential buyers and top of mind for daily consumers.

Question 16

________ aims to convince current purchasers that they made the right choice.

Accepted Answer

Reinforcement advertising aims to reinforce the customer's decision to purchase the product or service. Therefore, it is the best choice for convincing current purchasers that they made the right choice.

Question 17

Sales promotions used in markets of high brand similarity can product a high sales response in the short run but little ________ gain in market share.

Accepted Answer

Sales promotions in markets with high brand similarity can lead to a temporary spike in sales, but they often fail to produce a lasting or permanent increase in market share.

Question 18

Several factors have contributed to the increase in sales promotion as a marketing tool. One of these factors is that

Accepted Answer

The increase in sales promotion as a marketing tool is mainly due to top management accepting it as an effective sales tool. This means that they see the value in it and are willing to allocate budgets towards it. While factors such as consumer behavior and low cost of credit may play a role, they are not the primary reason for the increase in sales promotion.

Question 19

Sales promotion consists of a collection of incentive tools, mostly short term, designed to ________ quicker or greater purchase of particular products or services by consumers or the trade.

Accepted Answer

Sales promotion tools are designed to stimulate consumer or trade demand and encourage quick or increased purchases of specific products or services. The other options may be related to sales promotion but do not accurately describe the purpose of sales promotion tools.

Question 20

Which of the following statements is true of the factors that affect an advertising budget?

Accepted Answer

New products typically require larger advertising budgets to build awareness and encourage consumer trials, as they need to establish themselves in the market.

Quiz 18: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations