Question 1

Creating a positive brand image by using all the promotional tools in a comprehensive,unified promotional strategy is called:
A)brand awareness.
B)brand publicity.
C)interactive promotional communication.
D)integrated marketing communication.

Accepted Answer

Creating a positive brand image by using all the promotional tools in a comprehensive, unified promotional strategy is the definition of integrated marketing communication (IMC). IMC strives to provide a consistent and seamless brand message across all promotional channels, including advertising, public relations, sales promotions, direct marketing, and personal selling. This approach helps to build strong brand recognition, increase customer loyalty, and ultimately drive revenue growth.

Question 2

The combination of advertising,personal selling,public relations,and sales promotion activities traditionally used by an organization represents its:
A)marketing communications system.
B)marketing mix.
C)public relations package.
D)promotion mix.

Accepted Answer

The combination of advertising, personal selling, public relations, and sales promotion activities is known as the promotion mix, which is one of the four elements of the marketing mix. The promotion mix is used to communicate with customers and persuade them to buy a product or service. Therefore, the correct answer is D) promotion mix.

Question 3

________ advertising supports a particular view or position on an issue.
A)Advocacy
B)Institutional
C)Comparison
D)Trade

Accepted Answer

Advocacy advertising is designed to support a particular view or position on an issue, often political or social in nature. It aims to persuade and influence audiences to take a specific action or to support a certain cause, and is commonly used by non-profit organizations, political campaigns, and interest groups. Institutional advertising, on the other hand, is focused on building a positive image or reputation for a company or organization, while comparison advertising compares the qualities of one product or service to those of another. Trade advertising targets industry professionals and aims to promote specific products or services within that industry.

Question 4

Nightbrite Company's ________ relies heavily on advertising,personal selling,and a limited use of product sampling.
A)marketing mix
B)promotion mix
C)communication network
D)transfer marketing

Accepted Answer

The promotion mix consists of various promotional tools that companies use to communicate with customers and promote their products or services. Advertising, personal selling, and product sampling are all among these tools. As such, Nightbrite Company's reliance on these specific methods suggests a focus on the promotion mix.

Question 5

________ advertising encourages wholesalers and retailers to carry the products of a specific manufacturer.
A)Advocacy
B)B2B comparison
C)Trade
D)Institutional

Accepted Answer

Trade advertising is aimed towards encouraging wholesalers and retailers to carry the products of a specific manufacturer.

Question 6

_________ refers to any paid,non-personal communication through various media by organizations and individuals who are in some way identified in the message.
A)Publicity
B)Promotion
C)Public relations
D)Advertising

Accepted Answer

The description provided in the question is a clear definition of advertising, which involves paid and non-personal communication through various media to promote organizations or individuals that are identified in the message. Publicity refers to unpaid media exposure, promotion refers to a broader set of activities to sell or promote a product/service, and public relations refers to the practice of managing the communication and relationships between an organization and its stakeholders.

Question 7

Advertising to wholesalers and retailers by manufacturers to encourage them to carry their products is called:
A)retail advertising.
B)trade advertising.
C)business-to-business advertising.
D)institutional advertising.

Accepted Answer

Trade advertising is specifically targeted towards wholesalers and retailers to encourage them to carry and sell the manufacturer's products. It can also be referred to as business-to-business advertising. Retail advertising is targeted towards consumers, institutional advertising is targeted towards promoting the image or reputation of a company or organization.

Question 8

The management of GamesPeople designed a comprehensive strategy that unifies advertising,personal selling,public relations and sales promotion activities creating a consistent message.This effort to promote a positive brand image represents a(n)________ program.
A)global marketing
B)interactive promotion
C)integrated marketing communication
D)unified segmentation

Accepted Answer

The description fits the definition of integrated marketing communication (IMC), which involves coordinating various promotional activities to deliver a consistent and clear message to the target audience. Global marketing is a broader concept that concerns marketing activities across different countries, while interactive promotion and unified segmentation are not directly related to the given scenario.

Question 9

The goal of __________ is to inform and remind people in a target market about specific products,eventually persuading them to participate in an exchange.
A)promotion
B)market research
C)market segmentation
D)marketing loyalty

Accepted Answer

Promotion is the communication of information about a product or service to potential customers with the goal of convincing or persuading them to make a purchase or participate in an exchange. Market research is the process of gathering and analyzing data about a market and its consumers, while market segmentation is dividing a larger market into smaller groups of consumers with similar needs or characteristics. Marketing loyalty refers to the relationship that a customer has with a brand or company, and the strategies used to maintain and enhance that relationship over time.

Question 10

The traditional promotion mix for a firm consists of the:
A)strategic mix of price,product,place and advertising.
B)various types of advertising media the firm selects to reach each specific target market.
C)marketing intermediaries employed by the firm to create a supply value chain.
D)advertising,personal selling,public relations,and sales promotion used to reach a target market.

Accepted Answer

The traditional promotion mix for a firm consists of advertising, personal selling, public relations, and sales promotion used to reach a target market. This mix is commonly referred to as the promotional mix or the communication mix. These elements work together to communicate a firm's message to its target audience and ultimately influence their behavior in a way that benefits the firm.

Question 11

A promotional campaign begins by:
A)identifying a target market.
B)defining the objectives for each element of the promotion mix.
C)determining a promotional budget.
D)developing a unifying message.

Accepted Answer

Identifying a target market is usually the first step in a promotional campaign because it helps determine the most effective promotional strategies, messages, and channels to reach and influence the intended audience. Without a clear understanding of who the campaign is intended for, it is difficult to develop successful promotional efforts.

Question 12

________ combines all the promotional tools employed by a firm into one comprehensive and unified promotional strategy.
A)A market unification plan
B)Integrated marketing communication
C)A push promotional program
D)A target coordination program

Accepted Answer

Integrated marketing communication (IMC) combines all the promotional tools employed by a firm into one comprehensive and unified promotional strategy. It ensures that all aspects of marketing work together to create a consistent and compelling message for the target audience. IMC includes advertising, personal selling, sales promotion, public relations, and direct marketing.

Question 13

The total systems approach to marketing combines a firm's promotional efforts for the exclusive satisfaction of the firm's consumers.

Accepted Answer

The total systems approach to marketing is a comprehensive approach to marketing that considers all aspects of the business, including product development, pricing, distribution, and promotion, with the ultimate goal of satisfying consumer needs and wants. While promotional efforts are an important component of this approach, it does not solely focus on promotion for the exclusive satisfaction of consumers.

Question 14

James Erler likes to search online for values at sites like Drugstore.com and do online comparisons of what he thinks are the best products for him at the right price.James would be a consumer active in using a pick economy.

Accepted Answer

The description fits that of a consumer active in a pick economy, where they actively compare prices and seek out the best value for their purchases through online research.

Question 15

The total annual expenditures on advertising in the United States:
A)peaked last year at approximately $70 billion.
B)have declined significantly as firms utilize the promotional opportunities of the Internet.
C)is very close to $300 billion.
D)have been capped at $200 billion by the government stimulus package.

Accepted Answer

According to multiple sources such as Statista and eMarketer, the total annual expenditures on advertising in the United States are currently close to $300 billion.

Question 16

The advertising medium that accounts for the largest share of total advertising expenditures is:
A)cable and broadcast television.
B)the Internet.
C)radio.
D)newspapers.

Accepted Answer

According to the latest data from the Advertising Spending by Medium report by eMarketer, cable and broadcast television accounts for the largest share of total advertising expenditures, with a projected 30.5% of total US advertising spending in 2021. The Internet comes in second place, with a projected 25.2% share of total advertising spending. Radio and newspapers are both projected to have less than 10% of total advertising spending in 2021.

Question 17

When an organization uses advertising to create an attractive image for itself,this type of advertising is called:
A)retail advertising.
B)trade advertising.
C)comparison advertising.
D)institutional advertising.

Accepted Answer

Institutional advertising is used to create a favorable image of an organization, rather than promote a specific product or service.

Question 18

Advertising the newest Harry Potter movie during Saturday Night Live on TV is an example of a pull strategy being used by the film's producers.

Accepted Answer

Pull strategy involves attracting customers towards a product by creating a demand for it, typically through promotional and advertising tactics. Advertising the movie during the popular TV show Saturday Night Live is a way to create awareness and demand for the movie, and thereby a pull strategy.

Question 19

To execute an effective promotional strategy,firms are required to choose between a push strategy and a pull strategy.

Accepted Answer

The answer of To execute an effective promotional strategy,firms are...

Question 20

Massachusetts Manufacturing has redesigned its promotional strategy.The company now utilizes a system that combines all the elements of their promotion mix to create a more responsive organization providing a consistent message.Massachusetts Manufacturing has adopted a(n):
A)internal marketing program.
B)integrated marketing communication system.
C)multilevel coordination plan.
D)stakeholder response system.

Accepted Answer

Massachusetts Manufacturing has adopted an integrated marketing communication system that combines all the elements of their promotion mix to create a more responsive organization providing a consistent message.

Quiz 16: Using Effective Promotions

Creating a positive brand image by using all the promotional tools in a comprehensive,unified promotional strategy is called:

The combination of advertising,personal selling,public relations,and sales promotion activities traditionally used by an organization represents its:

________ advertising supports a particular view or position on an issue.

Nightbrite Company's ________ relies heavily on advertising,personal selling,and a limited use of product sampling.

________ advertising encourages wholesalers and retailers to carry the products of a specific manufacturer.

_________ refers to any paid,non-personal communication through various media by organizations and individuals who are in some way identified in the message.

Advertising to wholesalers and retailers by manufacturers to encourage them to carry their products is called:

The management of GamesPeople designed a comprehensive strategy that unifies advertising,personal selling,public relations and sales promotion activities creating a consistent message.This effort to promote a positive brand image represents a(n) ________ program.

The goal of __________ is to inform and remind people in a target market about specific products,eventually persuading them to participate in an exchange.

The traditional promotion mix for a firm consists of the:

A promotional campaign begins by:

________ combines all the promotional tools employed by a firm into one comprehensive and unified promotional strategy.

The total systems approach to marketing combines a firm's promotional efforts for the exclusive satisfaction of the firm's consumers.

James Erler likes to search online for values at sites like Drugstore.com and do online comparisons of what he thinks are the best products for him at the right price.James would be a consumer active in using a pick economy.

The total annual expenditures on advertising in the United States:

The advertising medium that accounts for the largest share of total advertising expenditures is:

When an organization uses advertising to create an attractive image for itself,this type of advertising is called:

Advertising the newest Harry Potter movie during Saturday Night Live on TV is an example of a pull strategy being used by the film's producers.

To execute an effective promotional strategy,firms are required to choose between a push strategy and a pull strategy.

Massachusetts Manufacturing has redesigned its promotional strategy.The company now utilizes a system that combines all the elements of their promotion mix to create a more responsive organization providing a consistent message.Massachusetts Manufacturing has adopted a(n) :