Question 1

Blockbuster offers its customers a Blockbuster Rewards Card that allows them to rent every sixth movie free and provides various discounts throughout the year.The primary promotional objective of programs such as this is

Accepted Answer

The primary promotional objective of the Blockbuster Rewards Card is to retain existing customers. By offering rewards and discounts, Blockbuster is incentivizing current customers to continue renting movies from their brand and to not switch to a competitor. Additionally, by offering a free rental every sixth visit, Blockbuster is encouraging repeat business from their loyal customers.

Question 2

Newspaper ads for Blue Haven Pools offering discounted prices during October are examples of which of the following uses of promotion?

Accepted Answer

The discounted prices during October are intended to reduce sales fluctuations by encouraging purchases during a typically slower sales period.

Question 3

Retro64 distributes free downloadable versions of its computer games for a short time.These efforts have a primary promotional objective of

Accepted Answer

Retro64's distribution of free downloadable versions of its computer games is aimed at encouraging product trial among potential customers. The hope is that by trying out the game, users will enjoy playing it and become interested in purchasing the full version. The primary promotional objective, therefore, is to increase product trial and, in turn, boost sales.

Question 4

When Blue-ray disc players were first introduced to the market,what would the logical choice for promotion have been?

Accepted Answer

The answer of When Blue-ray disc players were first introduced...

Question 5

Bowflex uses infomercials to demonstrate its fitness products and encourage customers to call and receive a free video with more information about its products.This promotional effort is directed at

Accepted Answer

The answer of Bowflex uses infomercials to demonstrate its fitness...

Question 6

A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of

Accepted Answer

The primary objective of a direct-response information form with an option to send for more information is to identify prospects. This form allows the advertiser to capture contact information from potential customers who have shown interest in the product or service, thus creating a list of qualified leads for future marketing efforts. The other options, such as encouraging product trial, retaining loyal customers, stimulating demand, and creating awareness, may be secondary objectives, but the primary purpose of this form is to generate leads.

Question 7

Pioneer promotion is most likely to be used during the ____ stage of the product life cycle.

Accepted Answer

Pioneer promotion, which is aimed at creating demand for a new product or category, is most effective during the introduction stage of the product life cycle.

Question 8

When Sears promotes the benefits and strengths of its Kenmore brand appliances,it is attempting to build

Accepted Answer

The answer of When Sears promotes the benefits and strengths...

Question 9

When a marketer makes an effort in promotion to point out the strengths and benefits of a specific brand,it is an attempt to build ____ demand.

Accepted Answer

Selective demand is the promotion of specific benefits or strengths of a brand in order to create demand for that brand in particular. Primary demand refers to promotion of a product category as a whole, secondary demand refers to promotion of a specific product within a brand's line, economic demand refers to the demand for a product based on economic factors, and competitive demand refers to the demand for a product based on its competition with other brands. None of these fully capture the promotion of a specific brand's strengths and benefits to create demand for that brand, making selective demand the best choice.

Question 10

Which of the following is the best example of the promotional objective of combating competitive promotional efforts?

Accepted Answer

This is the best example of combating competitive promotional efforts because DaimlerChrysler's marketing strategy directly counters Ford's promotion by emphasizing its own product's towing capacity.

Question 11

Factors such as climate,seasons,and holidays tend to lead to the promotional objective of

Accepted Answer

Factors such as climate, seasons, and holidays can lead to fluctuations in sales. The promotional objective is to reduce these fluctuations by encouraging consumers to purchase products during periods of slow sales. This can be achieved through promotions such as discounts, giveaways, and limited-time offers.

Question 12

During the introduction stage of the product life cycle,which type of promotion would a firm focus on?

Accepted Answer

During the introduction stage of the product life cycle, the focus is on creating awareness of the new product and educating the target market about its benefits. Pioneer promotion, also known as informative or institutional promotion, is used to introduce a new product to the market and build primary demand for the product category as a whole. This type of promotion aims to create product awareness and establish a brand image by emphasizing the uniqueness and benefits of the product. Therefore, it is the best choice for the introduction stage.

Question 13

Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of

Accepted Answer

Cooperative advertising efforts between manufacturers and retailers are aimed at facilitating reseller support. This is because such efforts help in promoting the product more effectively through the combined efforts of both parties, thereby supporting the retailers in selling the product.

Question 14

Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to

Accepted Answer

Promotional efforts that seek to reduce the risk to consumers for using a product for the first time aim to encourage product trial. By reducing the perceived risk, consumers are more likely to try the product, leading to increased sales and potential loyal customers.

Question 15

The cost of ____ is usually substantially lower than the cost of ____.

Accepted Answer

The cost of retaining existing customers is usually substantially lower than the cost of acquiring new customers. This is because existing customers already have a relationship with the company and are more likely to continue buying from them, whereas new customers require more effort and resources to attract and convert.

Question 16

The basic promotional objective underlying a magazine advertisement with a direct-response information form that requests the reader to complete and mail the form to receive additional information is to

Accepted Answer

The direct-response information form is used to identify prospects who are interested in receiving more information about the advertised product. This helps the advertiser build a database of potential customers for future marketing efforts.

Question 17

Which of the following industries is most likely to employ combative promotional efforts?

Accepted Answer

Fast food is a highly competitive industry with many major players vying for market share. Combative promotional efforts, such as aggressive advertising campaigns and price wars, are commonly used to attract customers and undermine competing brands.

Question 18

When Hamburger Helper introduced its Oven Varieties,it gave special offers to supermarkets to purchase the new product and supplemented these offers with consumer advertising.Hamburger Helper's primary objective is to

Accepted Answer

The answer of When Hamburger Helper introduced its Oven Varieties,it...

Question 19

Which of the following types of promotion informs potential customers about a product and what it is?

Accepted Answer

Pioneer promotion is used to inform potential customers about a new product or service and educate them about what it is and how it works.

Question 20

Selective demand is demand for a

Accepted Answer

Selective demand refers to the demand for a particular brand of product, rather than simply a general type of product.

Quiz 16: Integrated Marketing Communications