Question 1

Hershey's places a simple ad for its "Kisses" chocolates in Sports Illustrated.The ad shows only a photo of the product with no copy words.This is an example of a(n)______ promotion objective.

Accepted Answer

If target customers already have positive attitudes about a firm's marketing mix or a good relationship with a firm a reminding objective might be suitable. Reminding them of their past satisfaction may keep them from shifting to a competitor.

Question 2

The AIDA model's four basic promotion jobs are concerned with

Accepted Answer

The AIDA model consists of four promotion jobs: (1) to get Attention, (2) to hold Interest, (3) to arouse Desire, and (4) to obtain Action.

Question 3

Which of the following promotional objectives is most likely being accomplished when a real estate agent sends her customers a yearly calendar containing the agent's business logo?

Accepted Answer

If target customers already have positive attitudes about a firm's marketing mix-or a good relationship with a firm-a reminding objective might be suitable. Customers who have been attracted and sold once are still targets for competitors' appeals. Reminding them of their past satisfaction may keep them from shifting to a competitor. An accountant working for a small local firm might phone her customers once every few months to "check in" and see if they have any questions. This serves as a reminder that the accountant is there and available.

Question 4

The AIDA model consists of four promotion jobs ______.

Accepted Answer

The AIDA model consists of four promotion jobs: (1) to get Attention, (2) to hold Interest, (3) to arouse Desire, and (4) to obtain Action.

Question 5

A cleaning service that provides a description of its services via its website is most likely accomplishing which of the following promotion objectives?

Accepted Answer

Potential customers must know something about a product if they are to buy it. An informing objective can show that it meets consumer needs better than other products. A small business might want to have a service regularly clean its offices. The owner might begin by searching on the Internet. There she might find a local cleaning company's website with information about various services.

Question 6

Which of the following promotional objectives is most likely being accomplished when a window company compares its windows to those of a competitor to show homebuilders why its products are superior?

Accepted Answer

A persuading objective means the firm will try to develop a favorable set of attitudes so customers will buy, and keep buying, its product. A persuading objective often tries to demonstrate how one brand is better than others. A salesperson for Andersen Windows tries to convince homebuilders about the quality and affordability of Andersen Windows as compared to those of a competitor, so the builder chooses Andersen for future housing projects.

Question 7

What basic promotion objective should be sought by a producer whose Product is very similar to its many competitors' Products?

Accepted Answer

A persuading objective means the firm will try to develop a favorable set of attitudes so customers will buy, and keep buying, its product. A persuading objective often tries to demonstrate how one brand is better than others are.

Question 8

The basic promotion objective of informing consumers corresponds to which stage(s)of the AIDA model?

Accepted Answer

Getting attention is necessary to make consumers aware of the company's offering and holding interest gives the communication a chance to build the consumer's interest in the product.

Question 9

The AIDA model consists of

Accepted Answer

The AIDA model consists of four promotion jobs: (1) to get Attention, (2) to hold Interest, (3) to arouse Desire, and (4) to obtain Action.

Question 10

What basic promotion objective can be sought by a producer who has won brand insistence among its target customers?

Accepted Answer

Customers who have been attracted and sold once are still targets for competitors' appeals. Reminding them of their past satisfaction may keep them from shifting to a competitor.

Question 11

If customers already have a positive attitude about a product,which promotional objective would you recommend?

Accepted Answer

If target customers already have positive attitudes about a firm's marketing mix or a good relationship with a firm, a reminding objective might be suitable. Reminding them of their past satisfaction may keep them from shifting to a competitor.

Question 12

The slogan from the GEICO ads,"15 minutes could save you 15 percent or more on your car insurance" is an example of which of the following elements of the communication process?

Accepted Answer

The slogan itself is the message being sent in the communication process. GEICO is the source of the message, and the viewers are the receivers.

Question 13

The basic promotion objectives and adoption process fit very neatly with an action-oriented model,which is called the ______.

Accepted Answer

The basic promotion objectives and adoption process fit very neatly with another action-oriented model called AIDA.

Question 14

The traditional communication process does NOT include

Accepted Answer

As stated in Exhibit 13-3, the traditional communication process does not include response.

Question 15

The AIDA model

Accepted Answer

The AIDA model consists of four promotion jobs: (1) to get Attention, (2) to hold Interest, (3) to arouse Desire, and (4) to obtain Action.

Question 16

What basic promotion objective should be emphasized by a producer introducing a really new product which satisfies customer needs better than any existing product?

Accepted Answer

A firm with a really new product may not have to do anything but inform consumers about it. An informing objective can show that it meets consumer needs better than other products.

Question 17

The AIDA model includes all of the following promotion jobs except ______.

Accepted Answer

The AIDA model consists of four promotion jobs: (1) to get Attention, (2) to hold Interest, (3) to arouse Desire, and (4) to obtain Action.

Question 18

Southwest Airlines' "Ding" widget pops up on your computer desktop to let you know of lower fares to cities you want to visit.This is an example of a(n)_________ promotion objective.

Accepted Answer

Reminding the customers of their past satisfaction may keep them from shifting to a competitor. Promotion also can simply remind the customer about that favorable experience and confirm the adoption decision.

Question 19

Clearwater Office Supply sells frequently purchased office supplies to businesses in a metropolitan area.It is a well-established company with a large share of the market.Its promotion should probably focus on

Accepted Answer

If target customers already have positive attitudes about a firm's marketing mix or a good relationship with a firm a reminding objective might be suitable. Reminding them of their past satisfaction may keep them from shifting to a competitor.

Question 20

A retailer's promotion objective might be to ______________ its target market about its marketing mix.

Accepted Answer

The three basic promotion objectives are: informing, persuading, and reminding target customers about the company and its marketing mix.

Quiz 15: Promotion-Introduction to Integrated Marketing Communications

Hershey's places a simple ad for its "Kisses" chocolates in Sports Illustrated.The ad shows only a photo of the product with no copy words.This is an example of a(n) ______ promotion objective.

The AIDA model's four basic promotion jobs are concerned with

Which of the following promotional objectives is most likely being accomplished when a real estate agent sends her customers a yearly calendar containing the agent's business logo?

The AIDA model consists of four promotion jobs ______.

A cleaning service that provides a description of its services via its website is most likely accomplishing which of the following promotion objectives?

Which of the following promotional objectives is most likely being accomplished when a window company compares its windows to those of a competitor to show homebuilders why its products are superior?

What basic promotion objective should be sought by a producer whose Product is very similar to its many competitors' Products?

The basic promotion objective of informing consumers corresponds to which stage(s) of the AIDA model?

The AIDA model consists of

What basic promotion objective can be sought by a producer who has won brand insistence among its target customers?

If customers already have a positive attitude about a product,which promotional objective would you recommend?

The slogan from the GEICO ads,"15 minutes could save you 15 percent or more on your car insurance" is an example of which of the following elements of the communication process?

The basic promotion objectives and adoption process fit very neatly with an action-oriented model,which is called the ______.

The traditional communication process does NOT include

The AIDA model

What basic promotion objective should be emphasized by a producer introducing a really new product which satisfies customer needs better than any existing product?

The AIDA model includes all of the following promotion jobs except ______.

Southwest Airlines' "Ding" widget pops up on your computer desktop to let you know of lower fares to cities you want to visit.This is an example of a(n) _________ promotion objective.

Clearwater Office Supply sells frequently purchased office supplies to businesses in a metropolitan area.It is a well-established company with a large share of the market.Its promotion should probably focus on

A retailer's promotion objective might be to ______________ its target market about its marketing mix.