Question 1

A proper promotional mix is one that__________.

Accepted Answer

The answer of A proper promotional mix is one that__________....

Question 2

Advent Automobiles Inc.launches a new sport utility vehicle.The company places advertisements in leading newspapers and social media sites to reach out to consumers.In the context of the communication process,Advent Automobiles Inc.is the__________.

Accepted Answer

The answer of Advent Automobiles Inc.launches a new sport utility...

Question 3

Which of the following statements is true of advertising?

Accepted Answer

Cost per contact in advertising refers to the cost of reaching one person with an advertising message. Advertising can reach a large number of people at once, making the cost per contact relatively low, compared to other marketing tactics such as personal selling.

Therefore, option C is the correct answer as it states the true nature of the cost per contact in advertising.

Question 4

A television channel promotes its new reality show through print and broadcast advertising as well as personal appearances by show participants in promotional events,Web sites,and merchandise signed by the participants.To make sure that all of the promotional messages are coordinated,the television channel should use the:

Accepted Answer

The integrated marketing communications approach involves coordinating all promotional efforts across multiple communication channels to ensure they are consistent and convey a unified message. This approach is most suitable for the scenario described in the question.

Question 5

Which of the following statements is true of the characteristics of the elements in a promotional mix?

Accepted Answer

Important promotional ingredients, such as advertising and personal selling, often receive the most funding because they are crucial for reaching and persuading the target audience effectively.

Question 6

Treat Bytes Inc. ,a food product manufacturing company,introduces a new range of protein-rich snacks targeted at vegetarians.The products have very low levels of fat and cholesterol that make them a healthy source of protein for vegetarians.These products are unique,and people consider them to be of the highest quality.These unique features of the products present Treat Bytes Inc.with a__________.

Accepted Answer

The answer of Treat Bytes Inc. ,a food product manufacturing...

Question 7

The fishing lures produced by Fun Lite Corporation are unique in that they are handcrafted.Advertising by the company emphasizes the point that how its lures,unlike others,are all handcrafted.This feature is the company's:

Accepted Answer

The statement that the fishing lures produced by Fun Lite Corporation are handcrafted and unlike others serves as the company's competitive advantage. This feature sets their product apart from others, making it stand out to potential customers. By emphasizing this unique aspect, the company can gain an edge in the market and attract customers looking for something distinctive.

Question 8

Which of the following statements is true of the AIDA model?

Accepted Answer

The AIDA model discusses how consumers respond to marketing messages. It stands for Attention, Interest, Desire, and Action and explains the stages a consumer goes through before making a purchase decision as a result of marketing efforts. The model is commonly used in advertising, but it can be applied to other promotional activities as well. However, it does not specifically address public relations as the most important element in a promotional mix.

Question 9

__________is the process by which meanings are exchanged or shared through a common set of symbols.

Accepted Answer

The answer of __________is the process by which meanings are...

Question 10

The AIDA concept:

Accepted Answer

The AIDA concept (Attention, Interest, Desire, Action) explains how promotions can influence purchase decisions by guiding consumers through these stages. However, it does not account for all types of promotions or purchase decisions, as some may not follow this linear process.

Question 11

Arise Food Corporation displays posters in supermarkets to promote its new range of pasta sauces.Which of the following stages of the communication process is the company engaged in during the course of promoting its products?

Accepted Answer

The company is engaged in the encoding stage of the communication process, where it is creating and sending the message (in this case, displaying posters in supermarkets) to promote its products.

Question 12

Which of the following is true of a target market characterized by widely scattered potential customers,highly informed buyers,and brand-loyal repeat purchasers?

Accepted Answer

A target market with widely scattered customers, informed buyers, and brand-loyal purchasers benefits from more advertising to reach the dispersed audience and reinforce brand loyalty, rather than relying heavily on personal selling.

Question 13

In 2008,the NBC television network used marketing tools such as advertising,personal selling,public relations,and sales promotion to communicate with its target audience about its new reality show.The television network's__________described its plan on how to use these tools most effectively.

Accepted Answer

The answer of In 2008,the NBC television network used marketing...

Question 14

The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are:

Accepted Answer

In the growth stage of the product life cycle, the main objective is to persuade potential customers to purchase the product and to create brand loyalty, which can be achieved through personal selling and persuasive advertising. This stage also requires a higher level of customer engagement, which is possible through personal selling. Sales promotion and public relations may be necessary initially to increase product visibility and awareness, but they should not be the primary focus in the growth stage. Reminder advertising is typically used in the maturity stage, when the product is well-established in the market.

Question 15

__________refers to communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence an opinion or elicit a response.

Accepted Answer

The answer of __________refers to communication by marketers that informs,persuades,and...

Question 16

Which of the following statements is true of sales promotions?

Accepted Answer

Sales promotions can include experiential marketing, which involves creating events that allow customers to engage with and connect to brands.

Question 17

A manufacturer using the__________promotional strategy focuses its promotional efforts on end consumers.

Accepted Answer

The answer of A manufacturer using the__________promotional strategy focuses its...

Question 18

ABC television network uses billboard,television,magazine,and newspaper advertising to inform viewers about new episodes of a popular television program.Therefore,ABC television network uses__________communication to promote the television program.

Accepted Answer

The answer of ABC television network uses billboard,television,magazine,and newspaper advertising...

Question 19

A beverage company plans to launch a new energy drink.It decides to partly sponsor a marathon in the city.It places billboards and posters describing the new drink throughout the marathon route.Company representatives distribute flyers to people arriving to watch the marathon.The company also issues press releases as part of the product launch.Therefore,the company is executing a:

Accepted Answer

The company is using various tactics to create a positive image and generate awareness for their new energy drink. By placing billboards and posters along the marathon route, distributing flyers, and issuing press releases, they are using public relations strategies to reach their target audience.

Question 20

When Dernz Inc.introduced its ketchup globally,it first had to deal with the fact that ketchup is not a household staple outside the United States.The company had to show foreign users how ketchup can be used.In this case,Dernz had to rely primarily on__________advertising to reach out to consumers.

Accepted Answer

The answer of When Dernz Inc.introduced its ketchup globally,it first...

Quiz 16: Marketing Communications