Question 1

What are PSAs? Why do television and radio stations run them?

Accepted Answer

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Question 2

Gretchen has just started as a fashion marketing intern for an up-and-coming design firm.When she came in she expected to begin right away implementing the four Ps she had learned about in class.Instead,she was asked to work on a project identifying important events where celebrities might wear the fashions.She soon realized that this activity was part of __________,directly related to marketing.

Accepted Answer

The project of identifying important events where celebrities might wear the fashions is part of public relations, which is a form of communication that aims to create a positive image of the brand and establish relationships with the public, including celebrities, media, and influencers. While the four Ps (product, price, place, and promotion) are important elements of marketing, public relations is also a crucial aspect of building and maintaining a successful brand.

Question 3

Sarah goes through the newspaper looking for coupons to help reduce her living expenses.Her roommate Paige doesn't read newspapers,let alone look through them for coupons.But Paige filled out a form from inside a cereal box entering her in a drawing for free exercise equipment.What kind of sales promotion reached Paige?

Accepted Answer

Paige entered a drawing for free exercise equipment, which is the definition of a sweepstakes promotion.

Question 4

__________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product,often used in conjunction with advertising or personal selling programs.

Accepted Answer

Sales promotions are special incentives or excitement-building programs that encourage consumers to purchase a particular product. They are often used in conjunction with advertising or personal selling programs. Some examples of sales promotions include discounts, coupons, rebates, and contests.

Question 5

Firms are willing to offer generous rebates because

Accepted Answer

Firms offer generous rebates because they increase sales, but only a small percentage of customers actually go through the trouble of applying for the rebate, so the cost to the firm is lower than the increase in sales.

Question 6

Which of the following is NOT a public relations tool?

Accepted Answer

Coupons and rebates are marketing tools, not public relations tools. Public relations tools focus on building and managing relationships between an organization and its stakeholders, such as the media, customers, and community. Donating to charity, event sponsorships, news releases, and websites are all examples of public relations tools that help enhance an organization's reputation and credibility.

Question 7

Marketers know perception is a highly selective process.What does this mean for advertisers?

Accepted Answer

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Question 8

Create three one-sentence advertising messages for the nearest fast-food restaurant: one that is informative,one that is persuasive,and one that is a reminder ad.

Accepted Answer

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Question 9

You are assigned the task of developing an advertising plan for the marketing program at your university.What will you include in your plan?

Accepted Answer

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Question 10

Chet was struggling selling his golf photography outside a PGA event.When he offered a tee shirt with a golf photograph on it with any framed golf photo,sales picked up.Chet discovered the value of sales promotions-specifically _________ -in encouraging customers to buy.

Accepted Answer

The scenario describes the use of a premium - a complimentary item offered in conjunction with a purchase - to increase sales.

Question 11

Which of the following is NOT true about public relations?

Accepted Answer

The statement that PR is quickly losing its impact is not true. In fact, PR has become increasingly important as consumers have become more skeptical of paid advertising and media coverage generated by PR is seen as more credible. While the growth of the internet has certainly changed the PR landscape, it has not diminished the impact of PR.

Question 12

What is a unique selling proposition (USP)? Propose one for your university.

Accepted Answer

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Question 13

__________ is when two or more firms join forces to reach a target audience in a short-term effort.

Accepted Answer

Cross-promotion is when two or more firms collaborate to promote each other's products or services to their respective audiences for a limited period. This strategy can be beneficial for both companies as they can target a larger audience and potentially gain new customers.

Question 14

Special in-store displays for magazines and chewing gum are most likely to be effective if located

Accepted Answer

Special displays for magazines and chewing gum are most effective when placed near the check-out counter as it will increase impulse buying. Customers are more likely to grab a magazine or chewing gum while waiting in line to check out.

Question 15

Why do many people think advertising and marketing are synonymous?

Accepted Answer

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Question 16

The first step in developing an ad campaign for Jason's reggae band is to identify his target audience.Why is this a starting point for effective advertising? What does identifying his target audience involve?

Accepted Answer

The answer of The first step in developing an ad...

Question 17

Kevin is recognized by his friends as an activist on many fronts.He prefers to buy products from firms that will donate part of the total price of his purchase to organizations he supports.Marketers recognize that this approach can be an important competitive tool; it is called

Accepted Answer

The practice of buying products from firms that donate part of the total price of the purchase to organizations supported by the buyer is known as cause-related marketing. It is a competitive tool that appeals to consumers who prefer to support socially responsible companies and causes.

Question 18

"Buy one,get one free" is a __________ sales promotion.

Accepted Answer

"Buy one, get one free" is a classic example of a deal promotion, which offers customers a special price or incentive for purchasing a certain product or service. A coupon promotion involves providing customers with a discount or savings that they can redeem with a physical or digital coupon. A sample promotion involves providing potential customers with a free sample of a product to encourage them to purchase it later. A sweepstakes promotion involves offering customers the chance to win a prize through a random drawing. A rebate promotion offers customers a partial refund after they purchase a product.

Question 19

Traditionally,marketers have seen the role of __________ as generating short-term results,whereas the goal of __________ was to lead to long-term results.

Accepted Answer

Sales promotion tactics like discount coupons, special offers, and contests are often used to generate short-term sales and spike consumer interest, whereas advertising is usually focused on building brand awareness and loyalty for the long-term.

Question 20

Actress Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes.She was probably objecting to a __________ arrangement the film company had made with an advertiser.

Accepted Answer

Sissy Spacek was objecting to the use of product placement, which is the practice of featuring branded products or services within a movie, TV show, or other media platform as a form of advertising.

Quiz 19: Advertising,public Relations,and Sales Promotions