Question 1

Over the past two decades, the popularity of sales promotion has been increasing due to

Accepted Answer

A)  the increased pressure on management for long-term results. 
B)  the emergence of new purchase tracking technology. 
C)  the decreasing number of independent retailers. 
D)  a decline in product quality because of poor research and development.

Question 2

This involves aiming promotional efforts at distributors, retailers, and sales personnel to gain their cooperation in ordering, stocking, and accelerating the sales of a product.

Accepted Answer

A)  Pull marketing 
B)  Push marketing 
C)  Creative marketing 
D)  Target marketing

Question 3

Which of the following promotional tool is the least likely to produce comprehension among potential buyers?

Accepted Answer

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

Question 4

Unilever markets Snuggle fabric softener. It uses the image of a soft bear named Snuggle in television and print ads for the fabric softener. Replicas of the Snuggle bear were used as a sales promotion by using the pictures of the cute bear on T-shirts. The Snuggle bear is also used extensively on the product's web site. In addition, the Snuggle bear was used as the spokesperson for a children's literacy campaign sponsored by Snuggle fabric softener. Unilever has an integrated marketing approach and is focusing on

Accepted Answer

A)  mass marketing and customer acquisition. 
B)  mass media to carry on a monologue with customers. 
C)  functional department planning and monitoring. 
D)  strategic consistency on brand messages.

Question 5

Objectives of sales promotion, when directed at consumers, include all of the following except to

Accepted Answer

A)  encourage repeat or greater usage by current users. 
B)  obtain a trial of the product. 
C)  bring more customers into retail stores. 
D)  obtain more and better shelf space.

Question 6

If a product is a new complex technology that requires a great deal of explanation, the promotional mix will most likely focus heavily on _____ so that potential buyers can have their questions answered.

Accepted Answer

A)  the mass media 
B)  sales promotion 
C)  advertising 
D)  personal selling

Question 7

Which of the following is a personal form of communication?

Accepted Answer

A)  Direct marketing 
B)  Advertising 
C)  Sales promotion 
D)  Door-to-door selling

Question 8

Which of the following statements about trade sales promotions is true?

Accepted Answer

A)  Trade promotions are those promotions which are aimed at consumers. 
B)  A major objective of trade promotions is to encourage consumers to repurchase. 
C)  Promotions built around price discounts and advertising or other allowances are likely to have lower distributor/retailer participation levels. 
D)  Trade promotions encourage retailers to give the product more favorable shelf space.

Question 9

Which of the following pertains to price deals as a form of consumer promotion?

Accepted Answer

A)  Customers are offered regular trial sizes of the product either free or at a nominal price. 
B)  Customers are offered discounts from the product's regular price. 
C)  Additional amounts of the product are given to buyers when they purchase the product. 
D)  Customers are given reimbursements for purchasing the product either on the spot or through the mail.

Question 10

Customers being offered regular trial sizes of the product either free or at a nominal price relates to which of the following form of consumer promotions?

Accepted Answer

A)  Sampling 
B)  Coupons 
C)  Bonus packs 
D)  Premiums

Question 11

Building relationships with wholesalers and retailers would pertain to which of the following strategic goals of marketing communication?

Accepted Answer

A)  Create awareness 
B)  Build channel relationships 
C)  Retain customers 
D)  Identify prospects

Question 12

The ultimate objective of the business advertiser is to

Accepted Answer

A)  focus on making transactions. 
B)  make sales and profit. 
C)  use a stable of promotional agencies. 
D)  focus on mass marketing and customer acquisition.

Question 13

Which of the following is not an advantage of advertising through newspapers?

Accepted Answer

A)  Flexibility and timeliness 
B)  Intense coverage of local markets 
C)  High believability of printed word 
D)  Greater interactivity with the readers

Question 14

Which of the following is not true of the strategic goal of retaining customers?

Accepted Answer

A)  It costs far more to retain an existing customer than to attract a new customer. 
B)  Loyal customers are a major asset for every business. 
C)  Marketing communications can support efforts to create value for existing customers. 
D)  Interactive modes of communication play an important role in retaining customers.

Question 15

The number of different targeted audience members exposed at least once to the advertiser's message within a predetermined time frame is known as

Accepted Answer

A)  average frequency. 
B)  reach. 
C)  noise. 
D)  frame rate.

Question 16

Rebates and refunds are a form of consumer promotion where

Accepted Answer

A)  customers are offered regular trial sizes of the product either free or at a nominal price. 
B)  additional amounts of the product are given to buyers when they purchase the product. 
C)  prizes are available either through chance selection or games of skill. 
D)  customers are given reimbursements for purchasing the product either on the spot or through the mail.

Question 17

A product is advertised on a popular radio channel and is targeted at office goers driving back from work in the evening. However, due to traffic and other distractions, some of the ads message gets lost. In terms of the communication process this hampering of communications is an example of

Accepted Answer

A)  encoding. 
B)  decoding. 
C)  noise. 
D)  positioning.

Question 18

As Ted strolled through the mall, a market researcher stopped him and asked to him list all the brands of candy bars he could think of in thirty seconds. Ted was then given the advertising slogan that was used in some candy bar ads and asked to match the slogan to the candy. The interviewer was most probably conducting a(n)

Accepted Answer

A)  opinion test. 
B)  theatre test. 
C)  awareness test. 
D)  attitude test.

Question 19

Which of the following trade promotions would be least likely to have the desired effect on the owner of a small shoe boutique?

Accepted Answer

A)  Trade deals 
B)  Contests 
C)  Advertising allowance 
D)  Push money

Question 20

A traditional approach to marketing communications

Accepted Answer

A)  uses one communication management agency. 
B)  focuses on mass marketing and customer acquisition. 
C)  uses cross-functional planning and monitoring. 
D)  focuses on creating core competencies.

Exam 8: Integrated Marketing Communications : Advertising, Sales Promotion, Public Relations, and Direct Marketing