Question 1

_____ is the process by which we exchange or share meanings through a common set of symbols.People also assign meanings to feelings,ideas,facts,and attitudes.

Accepted Answer

This is the definition of communication.

Question 2

_____ is communications by marketers that inform,persuade,and remind potential buyers of a product in order to influence an opinion or elicit a response.

Accepted Answer

This is the definition of promotion.

Question 3

Allyson Brown is trying to develop a promotional mix for her firm's new product,a sophisticated modular sunporch designed for use all year.She reasons that because her product is complex and carries high financial risks for consumers,the mix should concentrate on personal selling.

Accepted Answer

Personal selling is a more effective promotional tool for complex and high-risk products, as it allows for direct communication between the buyer and the seller, which can help build trust and address any concerns or questions the buyer may have. Therefore, Allyson Brown's reasoning is correct.

Question 4

Consumers are looking more toward organic products to avoid exposure to pesticides,fungicides,herbicides,and antibiotics.Kashi provides a variety of products ranging from cereal to frozen dinners that are USDA organic.Being organic and having such a great variety gives Kashi a _____.

Accepted Answer

A competitive advantage is one or more unique aspects of an organization that cause target customers to patronize that brand rather than others.

Question 5

People who love to fish prefer American Magic Lures that are cut from ash or cedar and then hand-painted and hand-tied with a feather skirt.Advertising for American Magic Lures emphasizes how its lures,unlike others,are all handcrafted.This is its:

Accepted Answer

A competitive advantage is a set of unique features of a company and its products perceived by the target market as significant and superior to the competition.It is not the result of publicity; it is design and production based.Since this is advertising,the sales promotion theme may or may not agree; there is no indication of integrated marketing communications.

Question 6

Interpersonal communication is:

Accepted Answer

This is the definition of interpersonal communication.

Question 7

Marketers typically use either a push or a pull strategy exclusively.

Accepted Answer

Companies rarely use one or the other exclusively.The strategy that best supports their promotional objectives (usually in combination)is what is selected.

Question 8

A plan for the optimal use of advertising,personal selling,sales promotion,and public relations is called a:

Accepted Answer

This is the definition of promotional strategy.

Question 9

The Americans for Balanced Energy Choices has spent $1.3 million on billboard,newspaper,television and radio ads to rally public support for coal-fired electricity.The council has developed a(n)_____ that sets out how it will use all of the elements of the promotional mix to create a coordinated plan that will become an integral part of the organization's marketing strategy.

Accepted Answer

Promotional strategy is a plan for the optimal use of the elements of the promotional mix.

Question 10

Progressive Bank uses billboard,television,newspaper,and magazine advertising to inform consumers about their products.This is an example of _____ communication.

Accepted Answer

Mass communication is the communication of a concept or message to large audiences.

Question 11

One or more unique aspects of an organization that causes target consumers to patronize that firm rather than competitors is called:

Accepted Answer

This is the definition of competitive advantage.

Question 12

Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their Web sites.A Bag Media representative is making a presentation to several Internet entrepreneurs who are interested in getting traffic to their Web sites.The company rep is engaged in:

Accepted Answer

Interpersonal communication is direct face-to-face communication between two or more people.

Question 13

The main function of a promotional strategy is to:

Accepted Answer

The function of a promotional strategy is to convince the target customers that the goods and services offered provide a competitive advantage over the competition.

Question 14

Communication to large audiences,usually through a medium such as television or a newspaper,is called _____ communication.

Accepted Answer

This is the definition of mass communication.

Question 15

The ads for Don Francisco's ground coffee simply state,"The highest quality coffee doesn't have to be expensive." This is an example of how a product communicates its _____ with promotion.

Accepted Answer

A competitive advantage is a set of unique features of a company and its product perceived by the target market as significant and superior to the competition.It may be based on a scientific discovery,but the company didn't create it by saying it.

Question 16

A blend of more advertising and sales promotion and less personal selling is useful when the target market is informed,loyal to the product in question,and geographically widely scattered.

Accepted Answer

When the target market is already informed and loyal to the product, they may not require the same level of personal selling as a less informed audience. Additionally, if the target market is geographically dispersed, it may not be practical to rely heavily on personal selling. In this case, utilizing more advertising and sales promotion can help reach a wider audience and reinforce the loyalty of existing customers.

Question 17

The American Plastics Council wants to create more consumer demand for products that are packaged in plastic.The council has developed a(n)_____ that sets out how it will use all of the elements of the promotional mix to create a coordinated plan that will become an integral part of the organization's marketing strategy.

Accepted Answer

Promotional strategy is a plan for the optimal use of the elements of the promotional mix.

Question 18

One of the reasons for the growing popularity of integrated marketing communications is the reduction of media choices.

Accepted Answer

The proliferation of thousands of media choices beyond traditional television has made promotion a more complicated task resulting in the growing popularity of the IMC concept.

Question 19

Lansky sells 60 different knife and garden tool sharpeners.It uses aggressive personal selling and sales promotions to encourage intermediaries to carry and sell its sharpener.Lansky is using a pull strategy.

Accepted Answer

This is describing a push strategy.

Question 20

The two major categories of communications are:

Accepted Answer

Interpersonal is direct,face-to-face communication,whereas mass communication involves communicating a concept or message to large audiences.

Quiz 16: Promotional Planning for Competitive Advantage

_____ is the process by which we exchange or share meanings through a common set of symbols.People also assign meanings to feelings,ideas,facts,and attitudes.

_____ is communications by marketers that inform,persuade,and remind potential buyers of a product in order to influence an opinion or elicit a response.

Allyson Brown is trying to develop a promotional mix for her firm's new product,a sophisticated modular sunporch designed for use all year.She reasons that because her product is complex and carries high financial risks for consumers,the mix should concentrate on personal selling.

Consumers are looking more toward organic products to avoid exposure to pesticides,fungicides,herbicides,and antibiotics.Kashi provides a variety of products ranging from cereal to frozen dinners that are USDA organic.Being organic and having such a great variety gives Kashi a _____.

People who love to fish prefer American Magic Lures that are cut from ash or cedar and then hand-painted and hand-tied with a feather skirt.Advertising for American Magic Lures emphasizes how its lures,unlike others,are all handcrafted.This is its:

Interpersonal communication is:

Marketers typically use either a push or a pull strategy exclusively.

A plan for the optimal use of advertising,personal selling,sales promotion,and public relations is called a:

Progressive Bank uses billboard,television,newspaper,and magazine advertising to inform consumers about their products.This is an example of _____ communication.

One or more unique aspects of an organization that causes target consumers to patronize that firm rather than competitors is called:

Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their Web sites.A Bag Media representative is making a presentation to several Internet entrepreneurs who are interested in getting traffic to their Web sites.The company rep is engaged in:

The main function of a promotional strategy is to:

Communication to large audiences,usually through a medium such as television or a newspaper,is called _____ communication.

The ads for Don Francisco's ground coffee simply state,"The highest quality coffee doesn't have to be expensive." This is an example of how a product communicates its _____ with promotion.

A blend of more advertising and sales promotion and less personal selling is useful when the target market is informed,loyal to the product in question,and geographically widely scattered.

One of the reasons for the growing popularity of integrated marketing communications is the reduction of media choices.

Lansky sells 60 different knife and garden tool sharpeners.It uses aggressive personal selling and sales promotions to encourage intermediaries to carry and sell its sharpener.Lansky is using a pull strategy.

The two major categories of communications are: