Question 1

Which of the following sales promotion methods would you recommend to a packaged goods marketer who wants to stimulate trial of a new product?

Accepted Answer

A)  a contest or sweepstake 
B)  a coupon 
C)  a free sample of the product 
D)  an in-store product demonstration 
E)  a point-of-purchase display 
A)  a contest or sweepstake 
B)  a coupon 
C)  a free sample of the product 
D)  an in-store product demonstration 
E)  a point-of-purchase display C

Question 2

Identify and discuss the issues and challenges involved in measuring the effectiveness of an advertising campaign. Is it relatively easier to measure effectiveness before or after the campaign has been implemented? Explain.

Accepted Answer

Evaluating the effectiveness of advertising is one of the most challenging tasks facing marketers. Many of the effects and outcomes of advertising take a long time to develop, especially regarding important outcomes such as enhanced brand image, corporate reputation, and positive product attitudes. The effect of advertising on sales lags in some cases, with the effect occurring long after the campaign has ended. The seemingly unending methods that can be used to evaluate advertising effectiveness further complicate the task of measuring advertising results. Some methods include evaluating the achievement of advertising objectives; assessing the effectiveness of advertising copy, illustrations, and layouts; and evaluating the effectiveness of various media. Effectiveness measures can also look at different market segments and their responses to advertising-including brand image; attitudes toward the advertising, the brand, or the firm; and actual customer purchasing behavior.
Advertising effectiveness can be evaluated before, during, or after the campaign. A pretest attempts to evaluate the potential effectiveness of one or more elements of the advertising program. To pretest advertisements, firms often use a panel of actual or potential buyers who judge one or more aspects of an advertisement. Pretests are founded on the belief that customers are more likely to know what type of advertising will influence them. During an ad campaign, the company typically measures effectiveness by looking at actual customer behavior patterns such as purchases, responses to toll-free telephone numbers, rate of coupon redemption, page visits to the firm's website, or even personal communications. The firm may record the number of inquiries or communication contacts, and judge advertising effectiveness based on industry norms or the firm's own internal benchmarks. Firms may even peruse blogs for evidence of the effectiveness of their promotional campaigns.
The evaluation of advertising effectiveness after a campaign is a posttest. The nature of the firm's advertising objectives will determine what kind of posttest is most appropriate. For example, if a campaign's objective is to increase brand awareness or create a more favorable attitude toward the firm, then the posttest will measure changes in these variables. Customer surveys, panels, or experiments may be used to evaluate a campaign based on communication objectives. Firms will also use performance outcomes such as sales or market share changes to determine campaign effectiveness. Unfortunately, the connection between advertising and these types of outcomes is not always clear. The difficulty in linking advertising to sales becomes compounded by the fact that many factors can affect sales. Furthermore, most of these factors are beyond the control of the firm. For instance, competitors' actions, regulatory decisions, changes in economic conditions, and even the weather might influence or diminish a firm's sales or market share during a specific time period when advertising effectiveness is under scrutiny.

Question 3

To be successful, firms must move potential customers beyond mere interest in the product. Good promotion will stimulate _____ by convincing potential customers of the product's superiority and its ability to satisfy specific needs.

Accepted Answer

A)  dedication 
B)  investigation 
C)  attention 
D)  action 
E)  desire 
A)  dedication 
B)  investigation 
C)  attention 
D)  action 
E)  desire E

Question 4

Which of the following statements about integrated marketing communications (IMC) is FALSE?

Accepted Answer

A)  IMC refers to the strategic, coordinated use of promotion to create one consistent message. 
B)  IMC takes a 360-degree view of the customer. 
C)  The role of mass television advertising is growing more important to IMC strategy. 
D)  IMC reduces costs and increases efficiency because it can reduce or eliminate redundancies and waste. 
E)  The key to IMC is consistency and uniformity of message across all elements of promotion. 
A)  IMC refers to the strategic, coordinated use of promotion to create one consistent message. 
B)  IMC takes a 360-degree view of the customer. 
C)  The role of mass television advertising is growing more important to IMC strategy. 
D)  IMC reduces costs and increases efficiency because it can reduce or eliminate redundancies and waste. 
E)  The key to IMC is consistency and uniformity of message across all elements of promotion.

Question 5

Discuss the issues associated with the increasing fragmentation of mass media audiences. How are advertisers and media companies coping with the issue?

Accepted Answer

The traditional media business is hangin

Question 6

As a method of sales force compensation, _____ is best suited to situations where aggressive selling is required and salespeople have direct control over sales outcomes (i.e., their efforts are directly responsible for meeting sales goals).

Accepted Answer

A)  straight commission 
B)  a combination approach 
C)  straight salary 
D)  direct compensation 
E)  pay-as-you-go salary 
A)  straight commission 
B)  a combination approach 
C)  straight salary 
D)  direct compensation 
E)  pay-as-you-go salary

Question 7

In today's economy, personal selling has evolved to take on elements of customer service and marketing research. Why is this the case?

Accepted Answer

A)  It is less expensive to deliver service and conduct research with the sales staff. 
B)  It is more time efficient because salespeople are already interacting with customers. 
C)  Personal selling now focuses more on developing relationships than on generating transactions. 
D)  It allows salespeople to earn higher commissions for doing more work. 
E)  None of the above is correct. 
A)  It is less expensive to deliver service and conduct research with the sales staff. 
B)  It is more time efficient because salespeople are already interacting with customers. 
C)  Personal selling now focuses more on developing relationships than on generating transactions. 
D)  It allows salespeople to earn higher commissions for doing more work. 
E)  None of the above is correct.

Question 8

In the context of IMC strategy, what is the difference between public relations and publicity?

Accepted Answer

A)  Public relations deals with positive information; publicity deals with controlling negative information. 
B)  Publicity deals with many stakeholders; public relations deals only with customers. 
C)  Publicity is normally done via an in-house staff; public relations is typically outsourced to a specialist. 
D)  Publicity is more narrowly defined and focused on gaining media attention. 
E)  There is no difference between public relations and publicity. 
A)  Public relations deals with positive information; publicity deals with controlling negative information. 
B)  Publicity deals with many stakeholders; public relations deals only with customers. 
C)  Publicity is normally done via an in-house staff; public relations is typically outsourced to a specialist. 
D)  Publicity is more narrowly defined and focused on gaining media attention. 
E)  There is no difference between public relations and publicity.

Question 9

Discuss the importance of managing negative public relations and give examples of how firms have handled negative events. What can we learn from these examples? What do you believe is the key to successfully managing a negative event?

Accepted Answer

One of the most important aspects of pub

Question 10

In terms of the AIDA model, mass communication elements such as advertising and public relations tend to be very effective at:

Accepted Answer

A)  stimulating awareness of and interest in a product. 
B)  explaining highly complex and technical products. 
C)  stimulating immediate purchase of a product. 
D)  marketing high priced products. 
E)  closing the sale. 
A)  stimulating awareness of and interest in a product. 
B)  explaining highly complex and technical products. 
C)  stimulating immediate purchase of a product. 
D)  marketing high priced products. 
E)  closing the sale.

Question 11

_____ is paid personal communication that attempts to inform customers about products and persuade them to purchase those products.

Accepted Answer

A)  Personal selling 
B)  Sales promotion 
C)  Publicity 
D)  Public relations 
E)  Advertising 
A)  Personal selling 
B)  Sales promotion 
C)  Publicity 
D)  Public relations 
E)  Advertising

Question 12

Which of the following statements best represents the universal goal of all sales promotion activities?

Accepted Answer

A)  to increase sales volume in the long term 
B)  to stimulate customer interest and attention 
C)  to induce product trial and purchase 
D)  to enhance the image of the firm 
E)  to gain the attention of members of the supply chain 
A)  to increase sales volume in the long term 
B)  to stimulate customer interest and attention 
C)  to induce product trial and purchase 
D)  to enhance the image of the firm 
E)  to gain the attention of members of the supply chain

Question 13

A price reduction offered to channel intermediaries for purchasing specified quantities of a product at a single time is called a:

Accepted Answer

A)  merchandise credit. 
B)  buying allowance. 
C)  selling incentive. 
D)  push money allowance. 
E)  cooperative incentive. 
A)  merchandise credit. 
B)  buying allowance. 
C)  selling incentive. 
D)  push money allowance. 
E)  cooperative incentive.

Question 14

Which sales force compensation system is best suited to situations where salespeople are responsible for pre- and post-sale service and sales managers want maximum control over selling expenses?

Accepted Answer

A)  straight commission 
B)  a combination approach 
C)  direct compensation 
D)  geographic allocation 
E)  straight salary 
A)  straight commission 
B)  a combination approach 
C)  direct compensation 
D)  geographic allocation 
E)  straight salary

Question 15

Which of the following is perhaps the main advantage associated with the use of advertising?

Accepted Answer

A)  It takes little time to develop an advertising campaign. 
B)  The total dollar layout in advertising is usually low. 
C)  It is an extremely cost efficient way to reach a large number of people. 
D)  It can quickly convey a large amount of technical information. 
E)  It can be quite memorable. 
A)  It takes little time to develop an advertising campaign. 
B)  The total dollar layout in advertising is usually low. 
C)  It is an extremely cost efficient way to reach a large number of people. 
D)  It can quickly convey a large amount of technical information. 
E)  It can be quite memorable.

Question 16

In launching its new line of power tools, Black and Decker spent a considerable amount of time and resources to educate, motivate, and compensate members of its supply chain. By investing heavily in these types of promotions, Black and Decker hopes its _____ strategy will lead to a more effective product launch.

Accepted Answer

A)  pull 
B)  AIDA 
C)  institutional 
D)  push 
E)  placement 
A)  pull 
B)  AIDA 
C)  institutional 
D)  push 
E)  placement

Question 17

Discuss the steps involved in the AIDA model of outlining promotional goals. How does IMC strategy shift from one step to the next in the model? How does the important of various promotional elements vary across the steps?

Accepted Answer

Ultimately, the goals and objectives of

Question 18

In a recent campaign, IBM advertised that it provides infrastructure and solutions for e-business. Interestingly, these messages did not name the company's products or explain how their infrastructure and solutions actually work. What type of advertising is IBM using?

Accepted Answer

A)  advocacy 
B)  institutional 
C)  pioneer 
D)  product 
E)  competitive 
A)  advocacy 
B)  institutional 
C)  pioneer 
D)  product 
E)  competitive

Question 19

The most widely used method of setting the advertising budget and planning advertising expenditures is the _____ approach.

Accepted Answer

A)  objectives and task 
B)  percentage of sales 
C)  competitive matching 
D)  arbitrary 
E)  incremental 
A)  objectives and task 
B)  percentage of sales 
C)  competitive matching 
D)  arbitrary 
E)  incremental

Question 20

When firms use a(n) _____ strategy, they focus their promotional efforts toward stimulating demand among final customers, who then exert pressure on the supply chain to carry the product.

Accepted Answer

A)  pressurization 
B)  IMC 
C)  pull 
D)  guerilla 
E)  push 
A)  pressurization 
B)  IMC 
C)  pull 
D)  guerilla 
E)  push

Which of the following sales promotion methods would you recommend to a packaged goods marketer who wants to stimulate trial of a new product?

Identify and discuss the issues and challenges involved in measuring the effectiveness of an advertising campaign. Is it relatively easier to measure effectiveness before or after the campaign has been implemented? Explain.

To be successful, firms must move potential customers beyond mere interest in the product. Good promotion will stimulate _____ by convincing potential customers of the product's superiority and its ability to satisfy specific needs.

Which of the following statements about integrated marketing communications (IMC) is FALSE?

Discuss the issues associated with the increasing fragmentation of mass media audiences. How are advertisers and media companies coping with the issue?

As a method of sales force compensation, _____ is best suited to situations where aggressive selling is required and salespeople have direct control over sales outcomes (i.e., their efforts are directly responsible for meeting sales goals).

In today's economy, personal selling has evolved to take on elements of customer service and marketing research. Why is this the case?

In the context of IMC strategy, what is the difference between public relations and publicity?

Discuss the importance of managing negative public relations and give examples of how firms have handled negative events. What can we learn from these examples? What do you believe is the key to successfully managing a negative event?

In terms of the AIDA model, mass communication elements such as advertising and public relations tend to be very effective at:

_____ is paid personal communication that attempts to inform customers about products and persuade them to purchase those products.

Which of the following statements best represents the universal goal of all sales promotion activities?

A price reduction offered to channel intermediaries for purchasing specified quantities of a product at a single time is called a:

Which sales force compensation system is best suited to situations where salespeople are responsible for pre- and post-sale service and sales managers want maximum control over selling expenses?

Which of the following is perhaps the main advantage associated with the use of advertising?

Discuss the steps involved in the AIDA model of outlining promotional goals. How does IMC strategy shift from one step to the next in the model? How does the important of various promotional elements vary across the steps?

In a recent campaign, IBM advertised that it provides infrastructure and solutions for e-business. Interestingly, these messages did not name the company's products or explain how their infrastructure and solutions actually work. What type of advertising is IBM using?

The most widely used method of setting the advertising budget and planning advertising expenditures is the _____ approach.

When firms use a(n) _____ strategy, they focus their promotional efforts toward stimulating demand among final customers, who then exert pressure on the supply chain to carry the product.

Marketing in Todays Economy

Strategic Marketing Planning

Marketing Ethics and Social Responsibility in Strategic Planning

Collecting and Analyzing Marketing Information

Developing Competitive Advantage and Strategic Focus

Customers, Segmentation, and Target Marketing

Product Strategy

Pricing Strategy

Distribution and Supply Chain Management

Marketing Implementation and Control

Developing and Maintaining Long Term Customer Relationships

Filters

Exam 10: Integrated Marketing Communications

Which of the following sales promotion methods would you recommend to a packaged goods marketer who wants to stimulate trial of a new product?

Identify and discuss the issues and challenges involved in measuring the effectiveness of an advertising campaign. Is it relatively easier to measure effectiveness before or after the campaign has been implemented? Explain.

To be successful, firms must move potential customers beyond mere interest in the product. Good promotion will stimulate _____ by convincing potential customers of the product's superiority and its ability to satisfy specific needs.

Which of the following statements about integrated marketing communications (IMC) is FALSE?

Discuss the issues associated with the increasing fragmentation of mass media audiences. How are advertisers and media companies coping with the issue?

As a method of sales force compensation, _____ is best suited to situations where aggressive selling is required and salespeople have direct control over sales outcomes (i.e., their efforts are directly responsible for meeting sales goals).

In today's economy, personal selling has evolved to take on elements of customer service and marketing research. Why is this the case?

In the context of IMC strategy, what is the difference between public relations and publicity?

Discuss the importance of managing negative public relations and give examples of how firms have handled negative events. What can we learn from these examples? What do you believe is the key to successfully managing a negative event?

In terms of the AIDA model, mass communication elements such as advertising and public relations tend to be very effective at:

_____ is paid personal communication that attempts to inform customers about products and persuade them to purchase those products.

Which of the following statements best represents the universal goal of all sales promotion activities?

A price reduction offered to channel intermediaries for purchasing specified quantities of a product at a single time is called a:

Which sales force compensation system is best suited to situations where salespeople are responsible for pre- and post-sale service and sales managers want maximum control over selling expenses?

Which of the following is perhaps the main advantage associated with the use of advertising?

Discuss the steps involved in the AIDA model of outlining promotional goals. How does IMC strategy shift from one step to the next in the model? How does the important of various promotional elements vary across the steps?

In a recent campaign, IBM advertised that it provides infrastructure and solutions for e-business. Interestingly, these messages did not name the company's products or explain how their infrastructure and solutions actually work. What type of advertising is IBM using?

The most widely used method of setting the advertising budget and planning advertising expenditures is the _____ approach.

When firms use a(n) _____ strategy, they focus their promotional efforts toward stimulating demand among final customers, who then exert pressure on the supply chain to carry the product.

Marketing in Todays Economy

Strategic Marketing Planning

Marketing Ethics and Social Responsibility in Strategic Planning

Collecting and Analyzing Marketing Information

Developing Competitive Advantage and Strategic Focus

Customers, Segmentation, and Target Marketing

Product Strategy

Pricing Strategy

Distribution and Supply Chain Management

Marketing Implementation and Control

Developing and Maintaining Long Term Customer Relationships

Filters