Question 1

Which of the following is NOT an element of a promotional strategy?

Accepted Answer

Profit is a business objective or outcome, and is not a specific element of a promotional strategy. The other options listed (personal selling, sales promotion, and publicity) are all elements of promotional strategies.

Question 2

______ advertising is used promote a specific viewpoint on a public issue.

Accepted Answer

Cause advertising is specifically designed to promote a particular cause or viewpoint on a public issue. Institutional advertising aims to build a positive image of a company, while persuasive advertising influences consumer behavior through emotional or rational appeals. Comparative advertising compares a company's product directly to a competitor's product.

Question 3

Dunkin' Donuts uses ______ advertising when it tells people that "hard-working" people prefer their coffee over the high-priced Starbucks.

Accepted Answer

Dunkin' Donuts is using comparative advertising by directly comparing their coffee with that of Starbucks and claiming that their product is preferred by hard-working people. This type of advertising aims to persuade consumers to choose their brand over a competitor's brand.

Question 4

Companies that provide ______ for NASCAR teams are eager to spend millions in exchange for a direct association with the biggest spectator sport in the United States.

Accepted Answer

The sentence says that companies are eager to spend millions in exchange for a direct association with NASCAR, which indicates a sponsorship deal. Public relations, specialty advertising, and product advertising are not specifically mentioned and do not necessarily require millions of dollars to be spent.

Question 5

Elgin Community College purchases golf balls engraved with the words "Elgin Community College," which are distributed at various college fairs in which it participates. These engraved golf balls are considered ______.

Accepted Answer

Engraved golf balls with the name of the college can be considered as specialty advertising products. Specialty advertising products are inexpensive, useful, and long-lasting promotional products that carry the name and message of the organization. The purpose of these products is to increase brand awareness and generate goodwill among the target audience. As the golf balls are customized and personalized with the college's name, they are a great example of specialty advertising products.

Question 6

Dell Computer is offering $100 cash back on the purchase of a computer. This is an example of a(n) ______.

Accepted Answer

The offer of cash back on a purchase is a rebate, which is a type of sales promotion that offers a portion of the purchase price returned to the buyer after the sale has been made.

Question 7

______ involves the use of innovative, low-cost marketing efforts to attract customer attention.

Accepted Answer

Guerrilla marketing involves using creative and unconventional marketing tactics to reach consumers in unexpected ways, typically with low-cost efforts. It is often used by small businesses or companies with limited marketing budgets who want to stand out in the competitive market. Trade promotion refers to marketing activities focused on retailers, while institutional advertising is aimed at promoting the overall brand image rather than specific products. Creative selling refers to the techniques used by salespeople to persuade customers to make a purchase. Therefore, the best choice for the given definition is D) Guerrilla marketing.

Question 8

A leading manufacturer of exercise bicycles ran a full-page advertisement in a health magazine comparing the price of its bicycle with that of a leading competitor. The manufacturer is using ______.

Accepted Answer

The manufacturer is using comparative advertising by directly comparing the price of its bicycle with that of a leading competitor.

Question 9

What type of advertisement is suitable during the introductory phase of a product life cycle?

Accepted Answer

During the introductory phase of a product life cycle, consumers may not be aware of the product or its features. Therefore, informative advertising is the most suitable type for this phase. The aim is to create awareness and educate consumers about the product, its features, and benefits. This helps to build brand recognition and increase the chances of the product being successful in the market.

Question 10

Mailing out samples is particularly useful in promoting ______.

Accepted Answer

Mailing out samples is a good way to promote new products as it allows customers to experience them first-hand before making a purchase.

Question 11

Credit Union Central of Canada, through its direct-mail promotion, encourages its members to write letters to members of Parliament asking them to pass legislation favourable to credit unions. Such promotion is a form of ______ advertising.

Accepted Answer

The promotion in question encourages members to write letters to members of Parliament advocating for favourable legislation for credit unions. Therefore, it is a form of advocacy advertising.

Question 12

A paid, nonpersonal sales communication usually directed at a large number of potential buyers is ______.

Accepted Answer

Advertising is a paid, nonpersonal sales communication meant for a large group of potential buyers. Sales promotion involves short-term incentives to encourage purchases, while publicity is nonpaid communication about an organization or its products. The media mix is the combination of different types of marketing communication used to reach a target audience.

Question 13

______ is a form of promotional strategy that focuses on advertising, sales promotion, direct marketing, and public relations.

Accepted Answer

Nonpersonal selling includes advertising, sales promotion, direct marketing, and public relations, which are all promotional strategies that do not involve face-to-face interactions with potential customers. Personal selling, on the other hand, involves direct communication between a salesperson and a potential customer. Product distribution and buyer communication are not related to the given concept.

Question 14

A disadvantage of using ______ as an advertising medium is their short life span.

Accepted Answer

Newspapers have a shorter life span compared to magazines or outdoor ads. Newspapers are usually read on the day they are published and then discarded, whereas magazines may be kept for weeks or even months. Outdoor ads have a longer life span since they are visible to the public for extended periods of time. Internet ads can have a long or short life span depending on the platform and targeting used.

Question 15

The goal of ______ advertising is to maintain awareness of the usefulness of a product.

Accepted Answer

Reminder-oriented advertising aims to keep the product in the consumer's mind and maintain awareness of its usefulness.

Question 16

Companies typically prefer sweepstakes to games or contests because

Accepted Answer

Companies typically prefer sweepstakes over games or contests because they can predict the number of winners in sweepstakes. In games or contests, the outcome is based on skill, which makes it more difficult for the company to predict the number of winners. Additionally, sweepstakes do not require product purchase to enter, unlike some contests or games that may require participants to buy products in order to participate. Sweepstakes are also subject to laws and regulations, but these have not restricted their use significantly.

Question 17

Television is an attractive advertising medium because it ______.

Accepted Answer

Television offers mass coverage and flexibility, which means that it can reach a large and diverse audience while allowing advertisers to tailor their message to specific target markets. Additionally, television ads are often seen as more credible and trustworthy than other forms of advertising, and can be highly effective in building brand awareness and driving sales. While television advertising can be expensive, it's often considered to be a worthwhile investment for companies looking to reach a wide audience in a short amount of time. However, it's important to note that television advertising may not be the best choice for every business, and that advertisers should carefully consider their target audience and marketing goals before investing in this medium.

Question 18

______ involves a one-on-one presentation to a prospective buyer.

Accepted Answer

Personal selling involves a one-on-one presentation to a prospective buyer, which matches the description given in the question. Creative selling involves using unique and innovative approaches to sell a product, while sales promotion involves short-term incentives to encourage the purchase of a product. Public relations involves building and maintaining a positive public image for a company or brand.

Question 19

Informative advertising is most apt to be used in which stage of the product life cycle?

Accepted Answer

Informative advertising is typically used in the introductory stage of the product life cycle when the company is trying to create awareness and educate consumers about the new product. In later stages, such as growth and maturity, advertising may focus more on persuasive and reminder tactics to maintain or increase market share. In the decline stage, advertising may be reduced or discontinued altogether as the product decreases in popularity.

Question 20

______ is a form of institutional advertising that promotes a specific view point on a public issue as a way to influence public opinion and the political process.

Accepted Answer

Cause advertising involves promoting a particular viewpoint on a public issue such as the environment, social justice, or healthcare. The goal is to influence public opinion and the political process by advocating for a specific cause or issue.

Quiz 13: Promotion and Pricing Strategies