Question 1

What is a promotion mix? Define the major tools used in a promotion mix.

Accepted Answer

The specific blend of promotion tools th

Question 2

Studio 19 is a dance studio geared to adults who want to learn ballroom and Latin dance. When individuals call the studio, they're encouraged to access the website to receive a $25 e-coupon entitling them to a free half hour of dance instruction. Once they become patrons, text messages are sent to share news about featured dance instructors and upcoming special events. Which of the following promotion mix tools does Studio 19 employ to reach target customers?

Accepted Answer

A)  personal selling 
B)  public relations 
C)  retailing 
D)  crowdsourcing 
E)  direct marketing 
A)  personal selling 
B)  public relations 
C)  retailing 
D)  crowdsourcing 
E)  direct marketing

Question 3

A consumer demanding a product from a retailer after watching an ad on television has responded to a pull promotional advertising strategy.

Accepted Answer

A) True 
 B)False

Question 4

Explain the use of sales promotions as a promotion mix tool.

Accepted Answer

Sales promotion includes a wide assortme

Question 5

Which of the following is true of consumers in the new marketing communications model?

Accepted Answer

A)  They are less informed than before about companies and product marketing techniques. 
B)  They are more reliant on traditional methods of marketing for product information. 
C)  They are more reliant on mass-media marketing methods for product information. 
D)  They are better equipped to find product and brand information on their own. 
E)  They are less powerful than before in affecting the way a company markets its products. 
A)  They are less informed than before about companies and product marketing techniques. 
B)  They are more reliant on traditional methods of marketing for product information. 
C)  They are more reliant on mass-media marketing methods for product information. 
D)  They are better equipped to find product and brand information on their own. 
E)  They are less powerful than before in affecting the way a company markets its products.

Question 6

Which of the following best describes the personality symbol style of advertising?

Accepted Answer

A)  using ordinary people to show how a product affects them in their daily lives 
B)  using a celebrity to endorse a product in an advertisement 
C)  using an animated character or mascot to represent a product in an advertisement 
D)  using scientific evidence to support claims about a product in an advertisement 
E)  using a technical expert to recommend a product in an advertisement 
A)  using ordinary people to show how a product affects them in their daily lives 
B)  using a celebrity to endorse a product in an advertisement 
C)  using an animated character or mascot to represent a product in an advertisement 
D)  using scientific evidence to support claims about a product in an advertisement 
E)  using a technical expert to recommend a product in an advertisement

Question 7

In the competitive-parity method of setting an advertising budget, the budget is set based on _ .

Accepted Answer

A)  the total revenues that a company makes 
B)  a percentage of current sales 
C)  objectives set by the company and the cost required to accomplish them 
D)  a percentage of future sales 
E)  the amount spent by similar companies in the same industry 
A)  the total revenues that a company makes 
B)  a percentage of current sales 
C)  objectives set by the company and the cost required to accomplish them 
D)  a percentage of future sales 
E)  the amount spent by similar companies in the same industry

Question 8

Which of the following is an effect of the advancement of technology on marketing?

Accepted Answer

A)  Consumers rely less on marketer-supplied information than in the past. 
B)  Fragmented markets have assimilated into a few mass markets. 
C)  Marketers have increasingly moved toward mass-marketing techniques. 
D)  Marketers go through more intermediaries to connect with consumers. 
E)  Marketers tend to supply less information to consumers than in the past. 
A)  Consumers rely less on marketer-supplied information than in the past. 
B)  Fragmented markets have assimilated into a few mass markets. 
C)  Marketers have increasingly moved toward mass-marketing techniques. 
D)  Marketers go through more intermediaries to connect with consumers. 
E)  Marketers tend to supply less information to consumers than in the past.

Question 9

advertising primarily maintains brand relationships and is important for mature products.

Accepted Answer

A)  Reminder 
B)  Comparative 
C)  Persuasive 
D)  Classified 
E)  Personalized 
A)  Reminder 
B)  Comparative 
C)  Persuasive 
D)  Classified 
E)  Personalized

Question 10

A promotion strategy consists of two major elements: creating advertising messages and selecting advertising media.

Accepted Answer

A) True 
 B)False

Question 11

ColaBlue, a soft drink manufacturer, is sued by an environmental group for not meeting certain safety standards in its waste disposal. ColaBlue remedies the problem by adding higher-grade filters and purifiers. Which of the following actions by ColaBlue would constitute a public-relations effort to address the effects of the lawsuit and the consequent damage to its brand image?

Accepted Answer

A)  making new advertisements for ColaBlue products and sponsoring shows on television 
B)  holding a press conference to explain the remedial steps that ColaBlue has taken 
C)  tying in with local restaurants to promote exclusive sales of ColaBlue soft drinks 
D)  lowering prices of ColaBlue's products in the short term 
E)  having well-trained personnel at retail outlets to explain the different ranges of products the company provides 
A)  making new advertisements for ColaBlue products and sponsoring shows on television 
B)  holding a press conference to explain the remedial steps that ColaBlue has taken 
C)  tying in with local restaurants to promote exclusive sales of ColaBlue soft drinks 
D)  lowering prices of ColaBlue's products in the short term 
E)  having well-trained personnel at retail outlets to explain the different ranges of products the company provides

Question 12

In a pull strategy, the producer promotes the product to channel members who in turn promote it to final consumers.

Accepted Answer

A) True 
 B)False

Question 13

In advertising media selection, frequency describes the qualitative value of message exposure through a given medium.

Accepted Answer

A) True 
 B)False

Question 14

Pepsi Cola has long used this form of advertising in an attempt to take market share from their primary rival, Coca Cola.

Accepted Answer

A)  personal 
B)  reminder 
C)  informative 
D)  comparative 
E)  classified 
A)  personal 
B)  reminder 
C)  informative 
D)  comparative 
E)  classified

Question 15

Mass marketing is the optimal promotion tool for building personal and long-lasting relationships with customers.

Accepted Answer

A) True 
 B)False

Question 16

What methods of setting advertising budgets are directly based on company revenues? What are the disadvantages of such methods?

Accepted Answer

One of the methods of setting advertisin

Question 17

Which of the following best describes the term "Madison and Vine"?

Accepted Answer

A)  merging advertising with entertainment 
B)  voicing social concerns through advertising 
C)  emphasizing reach over impact in advertising 
D)  utilizing the slice of life style of advertising 
E)  using social media for advertising a brand 
A)  merging advertising with entertainment 
B)  voicing social concerns through advertising 
C)  emphasizing reach over impact in advertising 
D)  utilizing the slice of life style of advertising 
E)  using social media for advertising a brand

Question 18

Which of the following is an example of a combination of sales promotions and direct marketing?

Accepted Answer

A)  a company's sales representatives meeting customers directly to present customized offerings 
B)  a company sending an e-mail to a customer about a discount on a product during a holiday season 
C)  a company holding a press conference to talk about their new product 
D)  a company releasing a nationwide television ad about every buyer having a chance to win a lottery prize 
E)  a company giving discounts on their product prices in order to gain a brand image 
A)  a company's sales representatives meeting customers directly to present customized offerings 
B)  a company sending an e-mail to a customer about a discount on a product during a holiday season 
C)  a company holding a press conference to talk about their new product 
D)  a company releasing a nationwide television ad about every buyer having a chance to win a lottery prize 
E)  a company giving discounts on their product prices in order to gain a brand image

Question 19

A TV ad promoting how an ordinary person's life has changed due to considerable weight loss is an example of the style of advertising.

Accepted Answer

A)  fantasy 
B)  mood or image 
C)  technical expertise 
D)  scientific evidence 
E)  testimonial evidence 
A)  fantasy 
B)  mood or image 
C)  technical expertise 
D)  scientific evidence 
E)  testimonial evidence

Question 20

A pharmaceutical manufacturer offers monetary incentives to its sales representatives to promote a new drug to the medical professionals in their respective geographic territories. This is an example of a strategy.

Accepted Answer

A)  pull 
B)  vertical integration 
C)  publish-subscribe 
D)  direct marketing 
E)  push 
A)  pull 
B)  vertical integration 
C)  publish-subscribe 
D)  direct marketing 
E)  push

What is a promotion mix? Define the major tools used in a promotion mix.

A consumer demanding a product from a retailer after watching an ad on television has responded to a pull promotional advertising strategy.

Explain the use of sales promotions as a promotion mix tool.

Which of the following is true of consumers in the new marketing communications model?

Which of the following best describes the personality symbol style of advertising?

In the competitive-parity method of setting an advertising budget, the budget is set based on _ .

Which of the following is an effect of the advancement of technology on marketing?

advertising primarily maintains brand relationships and is important for mature products.

A promotion strategy consists of two major elements: creating advertising messages and selecting advertising media.

In a pull strategy, the producer promotes the product to channel members who in turn promote it to final consumers.

In advertising media selection, frequency describes the qualitative value of message exposure through a given medium.

Pepsi Cola has long used this form of advertising in an attempt to take market share from their primary rival, Coca Cola.

Mass marketing is the optimal promotion tool for building personal and long-lasting relationships with customers.

What methods of setting advertising budgets are directly based on company revenues? What are the disadvantages of such methods?

Which of the following best describes the term "Madison and Vine"?

Which of the following is an example of a combination of sales promotions and direct marketing?

A TV ad promoting how an ordinary person's life has changed due to considerable weight loss is an example of the style of advertising.

A pharmaceutical manufacturer offers monetary incentives to its sales representatives to promote a new drug to the medical professionals in their respective geographic territories. This is an example of a strategy.

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behaviour

Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 12: Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

What is a promotion mix? Define the major tools used in a promotion mix.

A consumer demanding a product from a retailer after watching an ad on television has responded to a pull promotional advertising strategy.

Explain the use of sales promotions as a promotion mix tool.

Which of the following is true of consumers in the new marketing communications model?

Which of the following best describes the personality symbol style of advertising?

In the competitive-parity method of setting an advertising budget, the budget is set based on _ .

Which of the following is an effect of the advancement of technology on marketing?

advertising primarily maintains brand relationships and is important for mature products.

A promotion strategy consists of two major elements: creating advertising messages and selecting advertising media.

In a pull strategy, the producer promotes the product to channel members who in turn promote it to final consumers.

In advertising media selection, frequency describes the qualitative value of message exposure through a given medium.

Pepsi Cola has long used this form of advertising in an attempt to take market share from their primary rival, Coca Cola.

Mass marketing is the optimal promotion tool for building personal and long-lasting relationships with customers.

What methods of setting advertising budgets are directly based on company revenues? What are the disadvantages of such methods?

Which of the following best describes the term "Madison and Vine"?

Which of the following is an example of a combination of sales promotions and direct marketing?

A TV ad promoting how an ordinary person's life has changed due to considerable weight loss is an example of the style of advertising.

A pharmaceutical manufacturer offers monetary incentives to its sales representatives to promote a new drug to the medical professionals in their respective geographic territories. This is an example of a strategy.

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behaviour

Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters