Question 1

"Buy it now" is the message of ________.
A)personal selling
B)advertising
C)a nonpersonal communication channel
D)sales promotion
E)publicity

Accepted Answer

"Buy it now" is a call to action commonly associated with sales promotions, such as limited-time offers or discounts. Sales promotions are specifically designed to encourage immediate purchasing decisions, making this message particularly relevant to this type of marketing communication.

Question 2

Persuasive advertising becomes comparative advertising, also known as ________, when a company directly or indirectly compares its brand with one or more other brands.
A)informative advertising
B)reminder advertising
C)attack advertising
D)POP promotion advertising
E)institutional advertising

Accepted Answer

Comparative advertising is also known as attack advertising where a company directly or indirectly compares its brand with one or more other brands to persuade customers to choose their brand over others.

Question 3

Which promotional mix strategy directs marketing efforts toward final consumers?
A)push
B)blitz
C)pull
D)buzz
E)pulse

Accepted Answer

The promotional mix strategy that directs marketing efforts toward final consumers is the pull strategy. In this strategy, the company uses advertising and other forms of promotion to generate consumer demand for their products, ultimately "pulling" the product through the distribution channels.

Question 4

Which promotional tool is described as less public, immediate, customized, and interactive?
A)segmented advertising
B)sales promotions
C)public relations
D)brand contacts
E)direct marketing

Accepted Answer

Direct marketing is less public because it is targeted to specific individuals, it is more immediate because the message is delivered directly to the recipient, it is customized because it is personalized based on the recipient's information, and it allows for interaction through response mechanisms such as phone, email, or website. Segmented advertising and brand contacts can also be customized and interactive, but they are more public than direct marketing because they reach a larger audience. Sales promotions are often public and immediate, but they may not be customized or interactive. Public relations focuses on building relationships with various stakeholders and may not be as direct or interactive as direct marketing.

Question 5

________ is used heavily when introducing a new product category. The objective is to build primary demand.
A)Persuasive advertising
B)Informative advertising
C)Comparative advertising
D)Patronage advertising
E)Institutional advertising

Accepted Answer

Informative advertising is often used when a new product category is introduced to educate the consumers on the product and its benefits. The objective of this type of advertising is to build primary demand, which means creating demand for a product that is a new addition to the market. Thus, option B is the correct answer.

Question 6

Advertising ________ define the task that advertising must do with a specific target audience during a specific period of time.
A)objectives
B)budgets
C)strategies
D)campaigns
E)evaluations

Accepted Answer

Advertising objectives define the specific goals that advertising must achieve within a given time frame for a specific target audience. Advertising budgets determine the amount of money allocated to achieve these objectives. Advertising strategies outline the approach that will be used to achieve the objectives, while advertising campaigns are the specific tactics and messages used to implement the strategy. Evaluations assess the effectiveness of the advertising campaign in meeting the objectives.

Question 7

Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions?
A)mass-market advertising
B)segmented advertising
C)sales promotion
D)public relations
E)personal selling

Accepted Answer

Personal selling is the most effective promotional tool in building up buyers' preferences, convictions, and actions. This is because personal selling involves face-to-face communication and allows for personalized persuasion and the ability to answer any questions or concerns the buyer may have. It also allows for relationship building, which can lead to repeat purchases and increased loyalty. The other promotional tools may be effective in creating awareness and interest, but personal selling is the most effective in turning that interest into action.

Question 8

Using the ________ method for setting an advertising budget, the company starts with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising.
A)percentage-of-sales
B)affordable
C)competitive-parity
D)objective-and-task
E)moving-average

Accepted Answer

The affordable method starts with the company's overall financial situation and determines what it can afford to spend on advertising after accounting for other expenses and investments. This is a more practical and realistic approach for smaller businesses or those with limited resources. The other methods mentioned, including percentage-of-sales, competitive-parity, and objective-and-task, may be more appropriate for larger companies with specific marketing goals and budgets. The moving-average method is not used for setting advertising budgets.

Question 9

________ becomes more important as competition increases. The company's objective is to build selective demand.
A)Persuasive advertising
B)Informative advertising
C)POP promotion advertising
D)Patronage advertising
E)Reminder-oriented advertising

Accepted Answer

Persuasive advertising is designed to persuade consumers to choose a particular company's product over its competitors. As competition increases, it becomes more important to build selective demand and persuade consumers to choose your product. Informative advertising and reminder-oriented advertising can also be helpful, but they may not be as effective as persuasive advertising in building selective demand. POP promotion advertising and patronage advertising are not as relevant for building selective demand.

Question 10

Which of the following are important decisions during the process of developing an advertising program?
A)setting advertising objectives, setting the advertising budget
B)setting the advertising budget, selecting a target market
C)selecting a target market, developing advertising strategy
D)selecting a target market, evaluating campaigns
E)evaluating advertising campaigns, starting over

Accepted Answer

The answer of Which of the following are important decisions...

Question 11

After determining its advertising objectives, the company's next step in developing an advertising program is to ________.
A)set its advertising budget
B)evaluate ad campaigns
C)develop an ad strategy
D)make message decisions
E)make media decisions

Accepted Answer

Once the advertising objectives are determined, the next logical step is to set the advertising budget - how much the company is willing to spend to achieve these objectives. This will allow the company to allocate its resources efficiently and avoid overspending.

Question 12

Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy.
A)pull; push
B)push; pull
C)pulse; pull
D)continuity; pulse
E)pulse; continuity

Accepted Answer

Business-to-consumer (B2C) companies often use a pull promotion strategy to create demand directly from consumers, leading them to seek out the products in retail stores. Business-to-business (B2B) companies, on the other hand, use a push promotion strategy to push their products through the distribution channels by focusing on promoting products to wholesalers, distributors, or retailers.

Question 13

A company decides on its promotion budget by using four common methods to set the total budget for advertising. What are two of these methods?
A)the affordable method, the integrated method
B)the percentage-of-sales method, the integrated method
C)the integrated method, objective-task method
D)the integrated method, the competitive-parity method
E)the objective-and-task method, affordable method

Accepted Answer

The objective-and-task method involves setting specific objectives and determining the tasks that need to be performed to achieve these objectives, which then informs the budget. The affordable method involves setting the promotion budget at what the company can afford after all other expenses are covered. These are two common methods used by companies to set their advertising budgets.

Question 14

Which of the following statements does not describe direct marketing?
A)Direct marketing is interactive.
B)Direct marketing is customized to the target audience and immediate.
C)Messages are directed at the mass public audience in direct marketing.
D)Direct marketing allows a dialogue between the marketing team and the consumer.
E)Building one-to-one customer relationships is a key benefit of direct marketing.

Accepted Answer

Direct marketing is targeted to specific individuals or groups, not directed at the mass public audience. Therefore, statement C is the one that does not describe direct marketing.

Question 15

Advertising ________ can be classified by primary purpose-whether the aim is to inform, persuade, or remind.
A)objectives
B)budgets
C)evaluations
D)campaigns
E)logos

Accepted Answer

Advertising objectives refer to the primary purpose or goals that an advertising campaign aims to achieve, such as informing, persuading, or reminding the target audience about the advertised product or service. Budgets, evaluations, campaigns, and logos are all aspects of advertising, but they do not classify advertising by purpose.

Question 16

A product in the maturity stage will often require ________ advertising.
A)informative
B)comparative
C)persuasive
D)reminder
E)cooperative

Accepted Answer

The purpose of advertising during the maturity stage of a product is to remind customers about the existence of the product and its benefits. This is because the product has already been established in the market and customers are aware of its features and attributes. Therefore, the goal of advertising in this stage is to maintain customer loyalty and encourage repeat purchases. Reminder advertising can achieve this objective by keeping the product in the customer's mind without the need for extensive information or persuasion.

Question 17

Which method of setting an advertising budget is based on analyzing competitors' spending?
A)affordable method
B)percentage-of-sales method
C)competitive-parity method
D)objective-and-task method
E)integrated method

Accepted Answer

The competitive-parity method bases the advertising budget on the amount spent by competitors, making it the most appropriate choice for analyzing competitors' spending.

Question 18

Sales promotion features a wide assortment of tools. Which is one set of these tools?
A)contests, catalogues
B)catalogues, premiums
C)catalogs, coupons
D)coupons, contests
E)dealer warranties, coupons

Accepted Answer

Sales promotion tools include coupons and contests, which are designed to stimulate quicker or greater purchase of particular products or services.

Question 19

Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result.
A)percentage-of-sales
B)affordable
C)competitive-parity
D)objective-and-task
E)regression

Accepted Answer

The statement specifically points out the flaw in the percentage-of-sales method, which views sales as the cause of promotion rather than the result. The other methods are not mentioned in the statement.

Question 20

Which promotional mix strategy directs marketing efforts toward market channel members?
A)push
B)blitz
C)pull
D)buzz
E)pulse

Accepted Answer

The push promotional mix strategy is focused on pushing products through the distribution channel to reach the end consumer. This strategy includes using sales promotions, discounts, and other incentives to encourage channel members to stock and promote the product. Therefore, this is the best choice for directing marketing efforts toward market channel members.

Quiz 13: Communicating Customer Value: Advertising and Public Relations

"Buy it now" is the message of ________.

Persuasive advertising becomes comparative advertising, also known as ________, when a company directly or indirectly compares its brand with one or more other brands.

Which promotional mix strategy directs marketing efforts toward final consumers?

Which promotional tool is described as less public, immediate, customized, and interactive?

________ is used heavily when introducing a new product category. The objective is to build primary demand.

Advertising ________ define the task that advertising must do with a specific target audience during a specific period of time.

Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions?

Using the ________ method for setting an advertising budget, the company starts with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising.

________ becomes more important as competition increases. The company's objective is to build selective demand.

Which of the following are important decisions during the process of developing an advertising program?

After determining its advertising objectives, the company's next step in developing an advertising program is to ________.

Business-to-consumer companies are more likely to emphasize a promotion strategy, while business-to-business companies are more likely to emphasize a promotion strategy.

A company decides on its promotion budget by using four common methods to set the total budget for advertising. What are two of these methods?

Which of the following statements does not describe direct marketing?

Advertising ________ can be classified by primary purpose-whether the aim is to inform, persuade, or remind.

A product in the maturity stage will often require ________ advertising.

Which method of setting an advertising budget is based on analyzing competitors' spending?

Sales promotion features a wide assortment of tools. Which is one set of these tools?

Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result.

Which promotional mix strategy directs marketing efforts toward market channel members?